Why it matters more now

Every pitch sounds the same

Your leaders are handed a story they can't tell

AI-powered. Agentic. More than a wrapper. When every company leads with the technology, the story is what sets you apart.

Your leaders are handed a story they can't tell

The CEO walks on stage with slides that don't sound like them and don't match what the product actually does. The story has to be one the person delivering the vision believes and can tell in their own words.

Everyone is writing their own marketing

Every team now makes its own decks, posts and positioning with AI. Without one story at the centre, the output looks fine and says five different things.

The buyer has changed

Everyone is writing their own marketing

Enterprise technology is now bought by a committee, and whoever holds the veto has to defend the spend to their board. They need a story they can repeat.

Metaphorical Marketing

Your leaders, your teams and your buyers should all be telling the same story.

Most technical companies have three versions of themselves: the one engineering describes, the one sales pitches and the one buyers half understand. I help build the one they can all stand behind.

Story connects the technology to the customer and to where the company is heading. Category decides which fight you're in. Frame is the words and metaphors that tell the market how to think about you. Get those right first, and every launch, campaign and sales deck after them has something true to say.

When it helps

Before a launch. Name the category and the story before the market names it for you.

Before a raise. A narrative investors, analysts and the board can repeat without you in the room.

Moving upmarket. Early adopters love the product. Now the enterprise has to buy it.

Crossing the Atlantic. UK and European companies building the story that lands with US buyers.

Work with me

Advisory for founders and CEOs

Ongoing. A senior sounding board when your story, category or go-to-market is on the line: regular strategy sessions with you and your leadership team, plus advisory board and non-executive roles.

Monthly, six months minimum.

Positioning and narrative

Advisory for founders and CEOs

One source of truth for your story, category and frame, built so your leaders can tell it and your teams, and the AI tools they now write with, all work from it. Built in workshops with your leadership team.

Typically six to ten weeks.

Fractional CMO

Talks and workshops

Hands on. I lead marketing and the team, get product, sales and marketing telling one story, and build the go-to-market foundations, then hand over to a permanent hire.

Typically three to nine months.

Talks and workshops

Keynotes and leadership workshops on story, category and the power of metaphor in marketing.

Half day or full day.

Who you'll work with

Neil Charney, founder of Metaphorical Marketing

I'm Neil Charney.

I've spent thirty years where engineering meets the market, leading marketing at Microsoft, SAP, Docker, OutSystems and TurinTech AI. I'm an American who has run marketing on both sides of the Atlantic. I work hands on: I write the story, run the workshops and build the materials myself, alongside your team. When you hire Metaphorical Marketing, you get me.

Microsoft: 18 years across platforms, Windows and enterprise software.

SAP: led marketing across SAP's cloud product family.

Docker: Chief Marketing Officer.

OutSystems: led portfolio marketing through a period of rapid growth.

TurinTech AI: Chief Marketing Officer.

Advisory work across fintech, cybersecurity and critical infrastructure, IoT and gaming.

Why it matters more now

Every pitch sounds the same

Your leaders are handed a story they can't tell

Your leaders are handed a story they can't tell

Your leaders are handed a story they can't tell

Your leaders are handed a story they can't tell

Your leaders are handed a story they can't tell

Everyone is writing their own marketing

Everyone is writing their own marketing

Everyone is writing their own marketing

The buyer has changed

Everyone is writing their own marketing

Everyone is writing their own marketing

Metaphorical Marketing

Your leaders, your teams and your buyers should all be telling the same story.

When it helps

Work with me

Advisory for founders and CEOs

Advisory for founders and CEOs

Advisory for founders and CEOs

Positioning and narrative

Advisory for founders and CEOs

Advisory for founders and CEOs

Fractional CMO

Talks and workshops

Talks and workshops

Talks and workshops

Talks and workshops

Talks and workshops

Who you'll work with

I'm Neil Charney.

Contact

Tell me what you're building.

How it starts

Neil Charney, Metaphorical Marketing

Why it matters more now

Every pitch sounds the same

Your leaders are handed a story they can't tell

Your leaders are handed a story they can't tell

Your leaders are handed a story they can't tell

Your leaders are handed a story they can't tell

Your leaders are handed a story they can't tell

Everyone is writing their own marketing

Everyone is writing their own marketing

Everyone is writing their own marketing

The buyer has changed

Everyone is writing their own marketing

Everyone is writing their own marketing

Metaphorical Marketing

Your leaders, your teams and your buyers should all be telling the same story.

When it helps

Work with me

Advisory for founders and CEOs

Advisory for founders and CEOs

Advisory for founders and CEOs

Positioning and narrative

Advisory for founders and CEOs

Advisory for founders and CEOs

Fractional CMO

Talks and workshops

Talks and workshops

Talks and workshops

Talks and workshops

Talks and workshops

Who you'll work with

I'm Neil Charney.

The book, in progress

Contact

Tell me what you're building.

How it starts

Neil Charney, Metaphorical Marketing

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