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Engineering speak meets marketing magic

Long road bridge disappearing into horizon

The bridge between product development and bringing a product to market can be a tricky one to cross. Without due care, the hard work of engineers can be lost in a sea of marketing messages. Technology expert Mogens Abel-Bache shared some insights with me into how marketers can help tech companies get their products into the hands of the people it’s designed to serve.

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Your company’s sustainability story needs a powerful strategic narrative

mousetrap with cheese

Have you heard the saying, “Build a better mousetrap, and the world will beat a path to your door”? The theory is that all you need to do is produce something innovative and people will come running to buy it. But that’s simply not true – as many businesses know.

In fact, there are over 5,000 patents registered for mousetrap designs – and lots more that don’t get registered for one reason or another. To become a success, your innovation needs a powerful, well-structured story – what we call a “strategic narrative” – and the exact same goes for sustainability innovations, too.

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Why every B2B company needs a strategic narrative

The starting point for many of cylindr’s engagements with its B2B clients is often the construction of a ‘strategic narrative’. And over the past year or two, it seems that these two words have become a hot topic – almost as much of a must-have as the better known concept of a ‘value proposition’. But what exactly is a strategic narrative? And why is it now perhaps the most important element of a B2B branding strategy? Continue reading