Matthew Pears · Define Your Commercial Narrative Edge

A good business story is not automatically a commercial advantage

Many businesses have strong products, experienced teams and credible proof. The problem is that their story is unclear, generic or communicated differently by leadership, sales and marketing. The result is a business that may be more valuable than it sounds.

Define Your Commercial Narrative Edge identifies the part of the story that deserves to be sharpened, strengthened and communicated more consistently.

The proposition is difficult to explain quickly
Competitor messages sound increasingly similar
Sales, marketing and leadership describe the business differently
Strong expertise is not translating into enough commercial momentum
Customers understand what the product does, but not why it matters
The business is approaching a launch, investment round, expansion or repositioning

ii.

What is a Commercial Narrative Edge?

Your Commercial Narrative Edge sits where four things meet:

What your customers genuinely care about

What your business can credibly claim

What competitors cannot easily replicate

What leadership, sales and marketing can communicate consistently

It answers a critical commercial question: what should this business be known for, why should the market believe it and how can that become an advantage?

iii.

What the engagement includes

Independent input from up to four senior stakeholders
A focused review of the current proposition and selected core communications
A 75-minute leadership working session
Analysis across clarity, distinctiveness, credibility, alignment and activation
Identification of the three narrative issues most likely to be limiting commercial impact

Definition of the strongest potential source of narrative advantage
Recommended strategic direction for the next stage
Prioritised actions for the next 30 days
A concise Commercial Narrative Edge Brief
A 30-minute leadership playback

iv.

What you leave with

A clearer view of what the business should seek to be known for
Identification of the strongest potential source of narrative differentiation
Clarity on where leadership, sales and marketing may be misaligned
An understanding of which claims and proof points deserve greater emphasis
Three clear narrative priorities
A recommended direction for the next stage of messaging
Practical actions the business can take over the next 30 days
A clear decision on whether the next step requires messaging development, communications activation or ongoing leadership

Defining the edge is not the same as building the finished messaging

This engagement establishes the narrative territory, priorities and strategic direction. It does not include:

A finished core proposition
A final positioning statement
A complete messaging architecture
Audience-specific messaging
Website copy
Sales-deck rewriting
Customer interviews
Competitor research
Campaign development
A full communications audit

Those elements can be developed through the Narrative Edge Sprint or a wider communications engagement.

vi.

Define Your Commercial Narrative Edge

Delivered within five working days

A focused senior engagement, scoped to your business and confirmed before we begin.

Define Your Commercial Narrative Edge →

Discuss an ongoing communications leadership requirement →

Need someone to lead what happens next?

Matt is available for selected permanent, interim and fractional communications leadership opportunities. Defining the Commercial Narrative Edge can also be used as a focused first engagement to establish what the business needs and whether there is a strong fit.

Discuss a leadership requirement →