Strategic narrative studio helping startups own their category
Reach out to us
We look at positioning differently than most. With a strong category position your growth explodes, your team is aligned, and your product is viewed as the only option (goodbye competition).
Our first call to see if we are a good fit and aligned on the goal.
Your core executive team needs to have the mindset to change. Our work together will transform a lot of your current practices.
We immerse ourselves in your world to get a concrete understanding of your business. This is where we feel like a member on your team and your success becomes personal.
Regular workshops to start vetting ideas and concepts.
After we have a narrative strategy we start to button it up into one idea.
Test the new narrative on customers, in pitches, etc. Adjust and refine as needed.
Strategy is the guiding compass for any successful brand. We help you create your narrative and implement it.
Allison has over ten years of design experience, too. She will ensure all the strategic narrative work we did stays true with the following creative efforts.
House of Soil
House of Soil is marrying soil science and regenerative fashion. CEO, Anna Paltseva, is a world-renowned soil scientist with a passion for fashion and the planet. She created HOS to educate, create partnerships, and make an impact outside of the lab.
She came to Novel with a clear vision of her new company but had a difficult time expressing it.
Through our working sessions, it was apparent her narrative needed to address everyone but also show the status quo is changing. Many experts talk about the pollution and degradation of the soil. But we positioned Anna’s POV that there’s a transformation from depletion to rejuvenation happening. Brands are trying to do their part in replenishing the soil where they get their textiles. Sure, there’s still a lot of work to be done, but she’s focused on the change that fashion brands are making.
HOS isn’t positioned as another platform telling people the world is being polluted. Anna is starting a movement around the fact that brands are changing and she’s here to help expedite that.
The result was a powerful strategic narrative that she was able to use across various contexts and gave her an elevated positioning in the education category.
Since our engagement, Anna has booked numerous high-profile speaking engagements and had an extremely successful brand launch.
We Hate Exercise
We Hate Exercise is an app aimed to help Cystic Fibrosis patients stay active.
When we first started working together, Sam was unsure of who she needed to be targeting (this was before she landed on CF patients). She was trying to talk to everyone. When you talk to everyone you speak to no one.
Ultimately, Sam makes the strategic decision to focus primarily on CF patients. After that, it was off to the races.
Our goal was to create a strategic narrative that spoke to the difficulties of exercising with CF, addressing a change happening in the community, and how WHE is the answer to that.
The wellness space is incredibly crowded, but we positioned WHE to focus on the Treatment Gap - something no one else is talking about.
The result was a narrative that took Sam out of the trenches of all the other wellness apps and into her own category.
"Absolutely, I would recommend Allison’s services. Working with her is a comfort; she is assertive and flexible, with a clear vision. She doesn’t just outline what needs to be done—she actively participates in the process, making the outcomes truly achievable."
"I was struggling to communicate the core mission of my startup. Everything changed when I found Novel Strategy. Allison patiently worked with me to create a strategic narrative that was both efficient and effective. She was supportive and encouraging throughout the process and ensured I was 100% delighted with my finished product before sending me off to use it. I am so grateful for her expertise!"
"Allison’s ability to balance accuracy with speed and her openness to feedback made her a dream to work with. I'd hire her again in a heartbeat."
"Nothing short of amazing. Allison’s concepts are sharp, creative, and professional. She is an absolute gem."
allison@novel-strategy.com
