This week I stumbled upon an incredible piece of marketing.
Ruchin Kulkarni, Co-Founder of Toplyne.io shared a manifesto
on why they are building a CRM for product-led-growth (PLG) companies.
It was a masterclass in strategic storytelling.
Five steps to strategic storytelling:
They can be summarized as:
- Name a Big, Relevant Change in the World
- Show There’ll Be Winners and Losers
- Tease the Promised Land
- Introduce Features as “Magic Gifts” for Overcoming Obstacles to the Promised Land
- Present Evidence that You Can Make the Story Come True
Ruchin’s manifesto, on how software companies will acquire customers in a world dominated by PLG, is a masterclass in using the five step framework to position product and win the hearts of a market.