DiscoverLenny's Podcast: Product | Growth | CareerThe power of strategic narrative | Andy Raskin
The power of strategic narrative | Andy Raskin

The power of strategic narrative | Andy Raskin

Update: 2023-05-28


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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.

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The power of strategic narrative | Andy Raskin

The power of strategic narrative | Andy Raskin

Lenny Rachitsky