When you hire a marketing consultant, you don’t need to discuss the purpose of your life. Nevertheless, Spanish marketing expert and entrepreneur Alex Barrera often ends up working with startup founders who help his child improve further. They think they are going to get help to convince investors, and they are doing it, but the benefit of the process is that they withdraw their initial vision. In this context, moral and philosophical considerations are not too far-fetched, as often cannot be, including an in-depth look at how their organization affects society. “Everything you wanted to do and dive into the gray legal or ethical areas is declining,” Barrera said.
“Growth agencies need to be aware of the potential consequences of pursuing such a strategy. Although there are still plenty of investors pushing for “growth at any cost”, social pressures change and suddenly such a move become costly.” In one of the many startup conferences that he has attended as a consultant, judge, host, or speaker, you may have seen Barrera’s cowboy hat clear – and he wears many hats. After previously co-founding two startup accelerators and Europe-centric technology publication Tech.U, he now writes Alif Report, a periodical publication on cutting-edge technology and its implications.
However, through his Press42 initiative, he has collaborated with startups and corporations in organizational storytelling and strategic communication, and this is what we discussed in the following interview (which was edited for length and clarity). Well, it depends on their level of experience. When first-time entrepreneurs hear of pitching, they immediately dazzle their eyes at the thought of the infamous “lift pitch” and mourn, for those who have a bit more experience, pitching a set of slides for the most part to achieve specific goals.
However, seasoned managers discover that telling the story of their product or service is not a one-way street. Where this company is leading in the future is to sell now and have an impact on your product concept right now and what you need to achieve it. Vision affects the product because you need continuity between the product and the storytelling.
