Building a Category Narrative
A strong category narrative does two things at once:
Creates context for why your brand should exist
Shapes the conversation so the market sees things your way
If positioning is about who you are, narrative is about how the world works — and why your brand is the inevitable answer.
Start With the Tension
Every great narrative begins with a shift:
Consumer expectations are changing
Old solutions are breaking down
A new behavior is emerging
A new problem is surfacing
Your narrative should name the shift clearly.
Then Show the Future
Where is your category going?
What does the next chapter look like?
What role does your brand play in that world?
People buy the transformation, not the features.
Finally, Make It Actionable
Your narrative should work across:
Investor decks
Website messaging
Pitch materials
Sales conversations
Product launches
Partner outreach
You’re not just telling a story — you’re reframing the category so customers instantly understand how to think about you.
If your category feels crowded, let’s craft a narrative that sets you apart.
