The power of strategic narrative | Andy Raskin

Lenny's Podcast: Product | Growth | Career

May 28 2023 • 1 hr 2 mins

Brought to you by Coda—Meet the evolution of docs | Lenny’s Job Board—Hire the best product people. Find the best product gigs | Eco—Your most rewarding app

Andy Raskin helps CEOs align their leadership teams around a strategic narrative—a single story that powers success in sales, marketing, product, fundraising, and recruiting. His clients include Gong, Dropbox, Uber, Salesforce, Square, and IBM. In today’s episode, we discuss:

• What a strategic narrative is, and how to craft one

• How having a strategic narrative can bring alignment to your entire company

• Examples of strategic narratives in action

• Who needs a strategic narrative and who doesn’t

• Why Andy thinks about movements instead of categories

Find the transcript at:

Where to find Andy Raskin:

• LinkedIn:

• Website:

• Podcast:

Where to find Lenny:

• Newsletter:

• Twitter:

• LinkedIn:

In this episode, we cover:

(00:00) Andy’s background

(08:03) What is a strategic narrative?

(10:34) How Salesforce would have pitched the old way

(12:02) Examples of a strategic narrative in action

(15:23) How one piece of writing skyrocketed Andy’s career

(16:40) The power of writing online

(17:53) Two paths to writing online

(19:27) Naming the old game

(20:59) Naming the stakes

(23:29) Naming the objective

(25:17) Naming the obstacles

(26:35) Overcoming the obstacles

(26:57) How the strategic narrative parallels the hero’s journey

(28:25) Telling one story well vs. being a good storyteller

(29:18) The 5-step framework summarized

(31:33) An example of the 5-step framework in action

(36:12) The impact of shifting to the strategic narrative approach

(39:08) Companies that are nailing their strategic narrative

(40:36) Why Andy thinks about movements instead of categories

(44:15) Should every company have a strategic narrative?

(46:33) Signs that something is broken in your strategic narrative

(48:53) Steps to get started on your own

(51:36) How to reach Andy

(51:53) Why the second session is the low point in the process

(55:30) Why the CEO needs to be part of the process

(57:40) Lightning round


• Salesforce:

• Marc Benioff:

• Zuora:

• The Greatest Sales Deck I’ve Ever Seen:

• Gong:

• Tien Tzuo:

• Want a Better Pitch? Master the “Move”:

Star Wars:

The Hero with a Thousand Faces:

• 360Learning:

• Nick Hernandez:

• Amit Bendov:

• Drift:

• OneTrust:

• “Shitty First Drafts”by Anne Lamott:


Out of Sheer Rage:

Station Eleven:

• Fitbit:

• Apple Watch:

Production and marketing by For inquiries about sponsoring the podcast, email

Lenny may be an investor in the companies discussed.

Get full access to Lenny's Newsletter at

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