Storytelling that Converts: Andy Raskin on Creating an Irresistible Strategic Narrative

Andy Raskin, strategic narrative expert and host of the Bigger Narrative Podcast, sits down with us to explore how shifting from bragging about features to championing a movement can align leadership, shift strategy, and help businesses thrive.In this episode, we dive into the power of strategic narrative, unpacking why today’s most influential leaders are shifting from boastful selling to championing movements that inspire change and rally teams. We break down why most sales decks fail, how the right narrative can unify complex organisations, and where even the best messaging unravels if the CEO’s not leading the charge.Andy Raskin joins to share hard-won lessons from shaping narratives with Gong, Salesforce, Dropbox and more, revealing why manifesto-style documents rarely stick, how to craft a deck that does, and exactly who needs to be in the room if you want everyone truly on board. Andy opens up about his own journey from failed pitches to narrative epiphanies, and walks through his evolved five-part structure for creating a winning strategic narrative.You’ll leave with actionable ways to build story-driven culture, an exercise for surfacing your buyer’s true mission, and the one customer question that just might transform your pitch tomorrow.GUEST BIO & LINKSAndy Raskin is a strategic narrative adviser who’s helped leadership teams at Gong, Dropbox, Salesforce, Uber, Square, and IBM unite around a single story. Credited with popularising the term “strategic narrative” in the startup world, his Medium post “The Greatest Sales Deck I’ve Ever Seen” is now required reading in VC-backed companies, with over 3 million views. Andy’s expertise spans sales, marketing, fundraising, and recruiting narratives. He hosts the Bigger Narrative Podcast, where he interviews CEOs about storytelling’s role across organisations.Connect with Andy Raskin:Website: https://andyraskin.com/LinkedIn: https://www.linkedin.com/in/andyraskin/The Greatest Sales Deck I've Ever Seen — Andy Raskin, Medium (2016) — the original viral postThe Making of a Great Strategic Narrative — Andy Raskin, MediumSelling Your New Sales Deck to Sales — Andy Raskin, MediumThe Bigger Narrative podcast — andyraskin.com/podcastZuora's "Best Sales Deck Ever" — zuora.com/resource/best-sales-deck-ever/Lenny's Newsletter episode with Andy — The power of strategic narrativeABOUT THE SHOWChief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.Real stories. Real impact. Every two weeks.CONNECT WITH ROBWant frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"→ subscribepage.io/robdwillisConnect with Rob:Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillisSubscribe to Chief Story Officer wherever you listen to podcasts.