Technical Narrative, Positioning & Market Strategy
The technology is new. The market’s mental model isn’t
Narrative marketing isn’t about turning technology into a better story. It’s about helping the market understand why that technology matters. This article explores what narrative marketing and narrative strategy mean for B2B technology companies, why they’re different from messaging and content strategy, and how a strong narrative can bridge the gap between technological innovation and market understanding.
The architecture of authority: Why technical narrative is the critical path to specification
In specification-driven markets like Pro AV and broadcast, products don’t win on technical merit alone—they win on how clearly and credibly that technical reality is communicated. This article explores why strong engineering often fails to translate into specification, and how gaps in technical narrative create friction across consultants, integrators, and sales teams. It argues for a shift away from content-first thinking toward a more structured approach, where communication is built from the system level up, aligned to stakeholder needs, and designed to hold up under real-world scrutiny.