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Green-Tech Storytelling Models to Build a Stronger Market Connection


Welcome to Tapp Green’s guide to leveraging the top four storytelling models to capture market share and gain a competitive edge in the Green Tech Sector. 
With initiatives like BIL and IRA magnifying market competition,  effective storytelling is crucial. It transforms technical information into compelling narratives that resonate with clients, fostering brand loyalty and enhancing engagement across all b2b and b2c  touchpoints—from websites to omni-channel campaigns, to position papers, policy, and sales presentations. 

At Tapp Green, we support our clients in crafting narratives into our clients' marketing automation workflows that showcase their innovative solutions and articulate unique value propositions at each stage of the lead generation funnel. Here are the successful storytelling techniques Green Tech companies can employ to bring clarity to their climate-driven communications and capture market share: 

  • The ABT Method (And, But, Therefore): Structures a narrative around a setup, conflict, and resolution, ideal for clearly communicating complex propositions.
  • The What, So What, Now What Method: Focuses on dissecting events or outcomes and articulating their relevance and implications.
  • The PIXAR Framework Method: Uses the classic story arc to humanize B2B and B2C narratives, making them more relatable and engaging.
  • The StoryBrand Method: Focuses on positioning the client as the hero of the story, with the business serving as their guide to overcoming challenges.

Let's explore how these models can effectively convey your brand’s message and connect with your audience with specific use-case examples: 

1. The ABT Method: And, But, Therefore

The ABT framework structures a narrative around a setup, a conflict, and a resolution, making it ideal for communicating complex business propositions clearly and persuasively.

Example: A solar panel manufacturer

AND: Companies are increasingly seeking sustainable energy solutions to reduce carbon footprints and operational costs.

BUT: Traditional solar panels are often inefficient in cloudy climates and require substantial initial investments.

THEREFORE: Our new photovoltaic panels use advanced materials that maximize energy absorption on cloudy days and come with a financing plan that reduces upfront costs, making sustainable energy more accessible and cost-effective for businesses worldwide.

2. The What, So What, Now What Method

This method is perfect for dissecting events or outcomes and articulating their relevance and implications in a business context.

Example: An eco-friendly packaging company

WHAT: We have developed a new biodegradable packaging material that decomposes within 90 days.

SO WHAT: This innovation is crucial as businesses face increasing pressure from consumers and regulators to adopt sustainable practices.

NOW WHAT: We are now ready to partner with food and beverage companies to implement this eco-friendly solution, helping them meet regulatory requirements and enhance their brand image as leaders in sustainability.

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3. The PIXAR Framework Method

Famous for its emotional resonance, the PIXAR method can humanize B2B narratives, making them more relatable and engaging.

Example: An electric fleet conversion consultancy

ONCE UPON A TIME: Businesses relied heavily on diesel trucks for transportation, contributing significantly to urban pollution and high operational costs.

EVERY DAY: Companies faced increasing environmental regulations and pressure to reduce emissions.

ONE DAY: Our consultancy introduced a turnkey solution for converting existing fleets to electric, coupled with a full-service maintenance plan.

BECAUSE OF THAT: Businesses were able to transition smoothly without disrupting their operations.

UNTIL FINALLY: These companies not only complied with new environmental standards but also reduced long-term costs and enhanced their market competitiveness.

4. The StoryBrand Method

This framework focuses on positioning the client as the hero of the story, with the business serving as their guide to overcoming challenges.

Example: A green building certification provider

Hero: Commercial real estate developers looking to build sustainable properties.

Desire: To achieve high environmental standards and attract eco-conscious tenants.

Enemy: The complex and often confusing world of sustainable building regulations and practices.

Guide: Our certification agency offers expert guidance through the certification process.

Plan: We provide a clear, step-by-step approach to meet sustainability targets.

Call to Action: Contact us today to begin your journey to becoming a leader in green real estate.

These storytelling techniques not only enrich the way B2B and B2C green tech companies communicate, but also enable them to connect more deeply with their clients, demonstrating how their innovative solutions can make a significant impact. At Tapp Green, we believe in the power of storytelling and marketing technology to transform the mundane into the extraordinary, paving the way for a greener, more sustainable future.  


Request a GreenTech Marketing Technology Blueprint Session.   

Fast-Track Your Strategy Now.

In green tech, standing out and driving impact quickly is crucial. That's why we've crafted the Tapp Green Blueprint Session—45 minutes of focused, strategic planning designed to elevate your marketing efforts instantly.

What You'll Get:

  • Swift Assessment: A brief review of your current marketing tactics.
  • Actionable Advice: Direct, implementable strategies tailored for green tech.
  • Key Metrics: Insights on which metrics really matter for your growth.
  • Q&A Burst: A chance to get those pressing questions answered.

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Joseph DiGiovanni,
Co-Founder Tapp Network / Tapp Green  


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Joe DiGiovanni

Written by Joe DiGiovanni

Joe DiGiovanni, a purpose-driven entrepreneur with a background in behavioral science and marketing technology, co-founded Tapp Network, driving digital transformation for government agencies, Fortune 100 brands, and communities seeking to scale social impact through innovation.