This episode of the Revenue Harvest Podcast with Nigel Green features Andy Raskin who helps CEOs align their teams around a strategic narrative. This strategic narrative shows how there used to be an old game of how to win in the world, but now there's a new game and look how all the winners are starting to play it already. Andy shares how he helps CEOs form leadership groups that can shape the strategic narrative of the company. It is important to show the winners and the losers of this new game and how CEOs can become winners too. He uses the example of ownership versus subscription and how the unicorns have all shifted to providing services instead of selling products. Andy also advises companies to ask their customers what can change their life and how you can align yourself to that. You can connect with Andy in the links below: LinkedIn - https://www.linkedin.com/in/andyraskin/ Website - https://www.andyraskin.com/ To hear more episodes of The Revenue Harvest Podcast, you can visit http://www.therevenueharvest.com/ or listen to major podcasting platforms such as Apple, Google, Spotify, etc. You can also connect with Nigel by visiting the following links: Website (Revenue Harvest) - http://www.therevenueharvest.com/ Website (Nigel Green) - https://nigelgreen.co/ LinkedIn - https://www.linkedin.com/in/revenueharvest/ HIGHLIGHTS 04:39 Creating a strategic narrative with a CEO 11:27 Strategic narrative disrupts changing the game for everybody 12:53 Create a strategic narrative: Form a leadership group and implement in sales 19:45 How companies can use strategic narrative 27:23 Show the stakes that make it about life and death 32:29 Talk to customers to know how you can change their life 36:00 Use slides with takeaways only 39:34 Covid was an accelerant that reshaped strategic narrative QUOTES 03:02 "What is the asset that we should use to define the story that everyone's telling? I came to the sales deck, that the sales deck, the sales pitch is really the core narrative of the company." 08:38 "Look at the great strategic narratives, they all have this structure which is there was an old game that used to be a great game that was the way to win in the world, and now there's a new game and look all the winners are starting to play this new game." 28:35 "Look at all the companies that are thriving. In terms of the incumbents, if they haven't shifted from selling stuff to selling services, they're dead. Like the IBMs of the world and the HPs." 42:59 "Opinions to reality was a shift they were talking about before Covid and part of this is because hey now you have the sales calls recorded. You have them as data that you can mine with artificial intelligence or whatever."