Storytelling brings
people together.
Argument sets you apart.

Why GTM positioning versus storytelling?

We’ve done the research that shows why you should base your company’s messaging on argument versus story. The problem with stories is that they are designed to connect with people, build identification, and bring audiences together in common cause or purpose or value.

Coming together in shared understanding is great, except when all of your competitors are using story to bring people together. In a crowded market where the gap between best and worst is not particularly large, you don’t need to bring people together in shared understanding.

To compete effectively, you need to set yourself apart from your competitors—and that’s what modern, argument-driven GTM positioning does.

If everyone is good at telling a story, no one story will stand out.
And according to our research, everybody is good at storytelling.


One in six marketers ranked themselves a ‘one’ on a scale of 1 – 20 measuring the quality of their storytelling


Two out of every five marketers ranked themselves in the top 20 percent of all storytellers.


More than four out of five marketers “knew” they were above average in storytelling skills.

Powered by argument

An argument is simply a series of statements meant to persuade someone of something Many folks confuse argument for a fight, but a fight is actually what you get when your argument has failed. Assessing competing claims, or arguments, provides a better framework for understanding and demanding value for consumers, as well as for handling objections.

The three Ds diagnostic

Our proprietary 3Ds heuristic allows us to assess the persuasive value of claims made for and against your offering through three distinct lenses: disruption, differentiation, and defensibility.

  • Does your product or service effectively change how your brand, your industry, or your customer structures their business practices? It may be disruptive.
  • If there’s something technologically, categorically, or functionally distinct about your brand or offering, your product might be differentiated.
  • Do you have the evidence to back up the claims you make about your offering? Evidence can be quantitative or qualitative and can take the form of raw data, testimonials, third party validation, and customer advocacy. If so, count your product defensible.

Together, these three heuristics help us assess the strength of the arguments you can make about your offering, and from there, determine the best messaging for your company.

The four Cs – and the one
that matters the most

We subscribe to the framework of the four Cs of integrated marketing:

  • Coherence – different communications are logically connected.
  • Consistency – multiple messages support and reinforce and are not contradictory.
  • Continuity – communications are connected and consistent through time.
  • Complementary – marketing messages are synergistic, or the sum of the parts is greater than the whole

At Emphatic, we believe the first principle, coherence, is the most crucial to prioritize. Coherence is the process by which we make sense of new information relative to other information—in other words, ideas and data that fit well together are more believable.  As a result, coherent messages are far more likely to be persuasive–harmonizing parts of a compelling argument.

We don’t want to say the same thing over and over, we want to say things that work in concert with each other to shape what a buyer knows about your product when they consider buying it.

Coherence is best reinforced by our argument-based GTM positioning exercise, which help us discover and polish every facet of your company’s best arguments.

GTM Positioning Process

Our proprietary 3D’s heuristic allows us to assess the persuasive value of claims made for and against your offering

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Ste 310
Seattle, WA 98104

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