STRATEGIC NARRATIVE GAP ANALYSIS
Identify where commercial conversations are drifting from agreed positioning…
In many organisations, leaders align on priorities and differentiation. But over time, sales conversations, proposals and marketing content begin to flex to perceived client expectations. This analysis shows where what you’re saying in the market diverges from what you have agreed internally – and where narrative discipline needs to be restored.
Is your positioning consistent under commercial pressure?
A Strategic Narrative Gap Analysis examines how your agreed value proposition is being expressed in client-facing materials and conversations. It:
- Identifies where messaging has expanded, softened or shifted
- Highlights where differentiation is being diluted
- Surfaces inconsistencies that weaken positioning
This is a disciplined diagnostic, rather than a redefinition exercise.
When might you need a Strategic Narrative Gap Analysis?
This intervention is often used to restore coherence before scaling growth, entering new markets or investing in new initiatives. It’s particularly useful when:
- You have recently clarified your proposition or priorities
- Sales conversations vary depending on the audience
- Proposals are inconsistent
- Messaging has evolved informally over time
- You suspect you are over-reaching or over-accommodating to win work
Who is it for?
The Strategic Narrative Gap Analysis brings clarity to:
- CEOs and Managing Partners
- Chief Commercial Officers and Heads of Growth
- Chief Marketing Officers and Marketing Directors
- Heads of Sales and Business Development
- Strategy Directors
It supports leaders who want confidence that their agreed positioning is being consistently expressed in the market.
Delivery
- Short, fixed-length engagement
- Senior-led design and analysis
- Structured analysis of selected client-facing materials and channels
Designed to generate clarity quickly, without redefining your proposition or strategy.
Outputs
- A clear statement of your intended positioning
- Comparative analysis of how it’s currently expressed in market-facing materials
- Identification of narrative drift, dilution or over-extension
- Clear, prioritised recommendations to restore narrative discipline
This creates confidence that your positioning is not being quietly undermined in practice.
Next steps
- Schedule a short exploratory conversation
- Agree stakeholder groups and scope
- Gain a clear, evidence-based view of where your narrative aligns – and where it drifts
Schedule a Strategic Narrative Gap Analysis to get…
Baseline expression of intended proposition
Expression v. intent
Narrative drift
Direction for narrative discipline