Insights, Ideas, and Strategies for Tech Communication & Storytelling
Why prospects don’t care about your product features (And what actually makes them buy)
Your technical product is brilliant, but prospects aren't buying. The problem isn’t your features—it’s that you’re speaking the wrong language. Learn why technical teams fall into the “feature trap,” how to translate capabilities into business outcomes, and the narrative framework that bridges technical excellence with customer transformation.
What B2B tech marketing gets wrong about social media (And how to fix it)
B2B tech marketing fails at social media by swinging between two extremes: relentless product promotion and meaningless fluff like engagement bait. Both approaches miss the mark because they prioritize company agendas over audience value. Success comes from sharing genuine technical insights and building relationships through consistent value contribution.
The power of storytelling in advancing global innovation
What role does storytelling play in advancing global innovation? While technical breakthroughs are essential, it is the narratives that shape how innovations are understood, accepted, and adopted across cultures and disciplines. Storytelling bridges communication gaps, creates emotional connections, contextualizes innovations for diverse audiences, and fosters resilience by normalizing failure. As innovation grows more complex and global, effective storytelling will be crucial for ensuring new technologies and solutions truly transform society. Organizations that integrate storytelling into the innovation process stand to accelerate progress on critical global challenges.
Strategic storytelling at industry trade shows: Making your brand narrative stand out
Strategic storytelling at tech trade shows extends brand narratives beyond digital channels. Effective stories connect technical capabilities to human outcomes, resonating with analytical tech audiences across booth design, demos, and conversations. When product features become commoditized, compelling narratives cut through the noise, creating lasting impressions that transform trade shows from promotional events into brand-building opportunities that forge deeper connections with potential clients.
From forgettable to unforgettable: Creating case studies that drive results
In this post, we’ll examine why so many tech case studies fail to perform, identify the essential elements that drive results, and provide a practical framework for creating case studies that actually move prospects through your sales pipeline. By addressing these common shortcomings, your marketing team can transform case studies from obligatory content marketing checkboxes into strategic assets that demonstrate your solution’s real-world value.
Crafting your startup’s origin story: The narrative that defines your company
In this blog post, you’ll learn how to create a compelling startup origin story that resonates with stakeholders by capturing your founding purpose and journey. It covers the business value of strong origin narratives, essential elements like catalyst moments and missions beyond profit, and practical frameworks for crafting authentic stories for different audiences.
Technology storytelling: The art of bridging complex ideas with human experience
Technology storytelling bridges the gap between complex technical concepts and user understanding by transforming them into compelling narratives. By combining traditional storytelling elements with digital tools, organizations can make their innovations more accessible and create meaningful connections with their audiences. This approach not only simplifies technical communication but also enhances engagement and retention through emotional resonance and multimedia experiences.