Coaching Call: Developing the Premise and Positioning for Sarah Stockdale, CEO of Growclass
•October 5, 2024
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Why It Matters
Clarifying a defensible premise will sharpen Growclass’s positioning, align its content and product efforts, and make marketing more effective at converting visibility into customer trust and career-focused product adoption. A repeatable IP-driven approach also helps scale the CEO’s personal brand without limiting future evolution.
Summary
In a coaching session on B2B Storytelling Stars, Jay Acunzo worked with Sarah Stockdale, CEO of Growclass, to define a clear premise for her personal and company brand. They framed a premise as a four-part empathy-agitate-assert-invite statement that should guide messaging across projects rather than be confined to a single podcast or product. Jay advised treating intellectual property as the core idea that can be expressed through many formats, and encouraged Sarah to become a “thoughts leader” who filters diverse projects through a consistent lens without flattening her identity. The conversation focused on finding the right balance between creative breadth and strategic focus to build trust and drive audience action.
Original Description
In B2B Storytelling Stars, I partnered with Intuit Mailchimp to bring you a limited series, going behind-the-scenes with 3 exceptional marketers as they develop their messaging and stories to be different and resonant.
In this 1:1 call, I help Sarah Stockdale, founder and CEO of Growclass, which offers courses and community to marketers to help advance their careers.
To get all episodes of the series, plus an associated template with each video (no forms required), visit https://jayacunzo.com/stars
Special thanks to Mailchimp for making this series possible, and huge thank you to our storytellers: Sarah Stockdale (founder/CEO of Growclass), Shez Mehra (founder of The 194 Group and Partner at Raina Music), and Natalie Taylor (head of marketing at Capsule).
ABOUT ME:
I'm a business storyteller who serves experts and entrepreneurs as an advisor and a kind of director of differentiation, helping you craft differentiated messages and more influential IP, so you can grow your business through stronger substance and storytelling, not those grimy tactics we all dislike. In addition to my client work, I run the membership program, the Creator Kitchen (edu + coaching) and host the popular podcast, How Stories Happen.
After starting my career in marketing for brands like Google, HubSpot, ESPN, a tiny startup, and a VC firm, I've visited 25 states and 3 countries as a professional keynote speaker. I've also partnered with brands like Mailchimp, Salesforce, GoDaddy, Wistia, and more, to produce and host original series about creativity in business.
Remember: The goal isn't to market more. The goal is to matter more. When your work matters more, you can hustle for attention less.
Keep making what matters!
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