A well written article about a very powerful and elegant sales narrative. As I read the article, it reminded me of an old sales training book titled, “SPIN Selling.” Up until now, that was the best book on tactical selling that I knew. However, this strategic narrative takes it to the next level by building an emotional connection between buyer and seller. (As any experienced sales person will tell you, “people buy based on emotion, but justify their decision with logic.”) The biggest take-away from this article was the concept: product differentiation can be copied but a narrative-based differentiation creates an emotional connection between buyer and seller that competitors can’t take away. Well done!