Talking points:

• Intro 

  • Introduction from Matthew, founder of Armand Academy and your instructor for this course.

  • Course is based on two decades of experience in B2B marketing, strategic communications and technology development. 

  • Essential strategies and practical frameworks that will help you start and scale a business worth buying from, partnering with and investing in. 

  • Video lessons + talking point notes + resources to bring to life in your business. 

  • Next best thing to hiring a seasoned professional, at a fraction of the cost, and done all at your own pace.

  • Please fill out short surveys throughout! 
    

• Foundation 1: The Global Stakeholder Matrix 

  • Mapping everyone who will be affected by your business. 

  • Necessary first step to be able to tell a coherent and compelling story to all your stakeholders.

  • Four simple questions: 

    • Who are the main stakeholder groups?

    • What are each group's key challenges? 

    • What is your strategic response to each challenge? 

    • What is your desired outcome for each stakeholder group? 

  • Simple, powerful framework that clarifies:

    • who you really need to engage with;

    • how you can make the most impact on them.

  • Tackle underlying uncertainties, confusion and misalignment — LONG before they lead to costly mistakes. 

  • Coming up: break down each element of the matrix, see real world examples, get instructions on how to put into action for your business.