Five Questions to Ask Your Customers That Reveal Your Narrative

“The strategic North Star guiding every great startup is a story — not about its team or its products, but about its customer. If that sounds trite, remember that most of the stories leaders traditionally tell — like mission, vision, and positioning statements — are structured as self-centered narratives.”

One of the reasons businesses struggle to pitch themselves and their products is because they make a false assumption — they assume they know what their customers think without ever actually asking them.

Andy Raskin suggests great pitches come from talking to customers and shares five questions to ask your customers to discover your strategic narrative.

The questions include, “How have we changed your life?,” “What does winning look like to you?,” and “What are your biggest obstacles to winning?”