Strategy Session: How to balance innovation with your core business? How to help others tell the story of your product? How to sell an audacious vision to risk-averse stakeholders?

Company Narrative

Reid Hoffman and Bob Safian explore the importance of evolving a company's narrative beyond the founder's voice. Reid emphasizes the need for multiple storytellers within an organization, suggesting that companies should light "a wave of torches" to communicate their product and vision effectively. He highlights the role of influencers and social media in broadening the narrative reach, noting that "you need to broaden past just you. You will not be successful without it" 1. Bob adds that continuous internal and external communication is vital to keep the narrative alive and evolving 2.

   

Risk-Averse Clients

Engaging risk-averse customers requires building trust and effective communication strategies. Reid advises that trust is built over time and suggests using existing satisfied customers as advocates to reassure new clients. He acknowledges the challenge of dealing with risk-averse entities, stating, "these customers will trust you less than they'll trust other people like them" 3. By amplifying the voices of trusted advocates, companies can navigate the cautious nature of these clients and foster a sense of security and reliability 4.