A clear, emotional strategic narrative is essential to make complex technology resonate.

In the most efficient sales funnels, the demo comes fairly late; after your prospect has already achieved some level of awareness of your brand by associating it with their pain points and your call-to-action.

A great origin story communicates important truths about the brand’s purpose.

Just as people form relationships with others based on their personality, they are increasingly developing connections with brands the same way.

For a company seeking a more efficient sales funnel, a tight, compelling, and urgent elevator pitch is among the best investments it can make.