Narrative at Scale: AI-Driven GTM for a Tax Data Platform

Challenge

A new internal Tax Data Platform needed voluntary adoption — the kind you can't mandate. Previous internal products at this firm had either become mandatory or quietly failed to win users. The question from the client: "How do we break through internal communication noise and actually change behavior?"

The existing inertia was real. Practitioners had long-standing routines and no obvious reason to change them. Traditional communications weren't going to move the needle.

Solution

As the sole contributor from the innovation team, I led strategy, project management, and creative execution end to end. The approach was grounded in storytelling psychology — specifically Will Storr's scientifically-informed narrative framework, which moves users from despair to empowerment and freedom. That arc fit precisely: practitioners who felt stuck in old workflows becoming advocates for a better way.

I built a three-phase Buyer's Journey tailored to the existing inertia: Problem Awareness (help users recognize the pain), Solution Evaluation (position the platform as the credible answer), and Promotion & Advocacy (turn early users into champions).

For production, I used AI tools throughout. Google Veo3 for scene generation — selected for character stability over competing models. Eleven Labs v3 for voiceover narration. Suno for background music. Camtasia for final assembly. The main craft challenge was prompt engineering for emotional authenticity; no single scene required more than five iterations.