Founder and executive narratives for tech leaders in APAC

What we mean by founder and executive narratives

This is not generic media training or a once off LinkedIn workshop. It is a structured way of turning your leaders into a clear, confident and consistent voice for the company.

We help you:

• Define a core narrative that ties personal story to company strategy.
• Translate it into LinkedIn content, media talking points and keynote angles.
• Prepare leaders for live conversations, panels and sensitive topics.
• Keep everything aligned with your brand, product and go to market plans.

Why founder and executive narratives matter now

In B2B and tech, people buy into people long before they sign a contract. A strong executive narrative:

• Accelerates trust with investors, customers and partners.
• Cuts through crowded categories by giving your brand a human edge.
• Supports hiring and retention by making your leaders visible and believable.
• Helps you respond faster and with more clarity in moments of pressure or crisis.

Without it, you get ad hoc posts, off the cuff quotes and decks that do not line up with what leaders say in public.

Who this is for

We typically work with:

• Founders and CEOs of high growth tech and SaaS companies in APAC.
• Regional leaders who need to adapt a global story for Australia and Asia.
• CFOs, CMOs, CTOs and other C suite leaders who carry a story to investors and customers.
• Executive teams preparing for funding rounds, major launches or market entry into Australia.

What is included in a typical engagement

The exact mix depends on your leaders and your market, but a typical founder and executive narrative engagement includes:

1. Narrative definition workshop

• 1 to 2 sessions with key leaders and your comms team.
• Clarify the problem you solve, why now, and what makes your approach different.
• Align on proof points, stories and examples that feel authentic, not scripted.

2. Personal positioning and messaging

• Individual positioning for each executive: who they speak to, what they talk about, what they avoid.
• Key messages, phrases and story arcs that can flex for media, LinkedIn and internal audiences.
• Clear alignment with your company narrative, product roadmap and go to market plans.

3. LinkedIn presence and content framework

• Audit of current LinkedIn profiles and content for your chosen leaders.
• Profile rewrites that reflect their role, voice and the company narrative.
• Content themes and posting rhythm, with example posts and prompts to make it easy to stick to.

4. Media and speaking platform

• Speaker bios, topic territories and angles that fit your category and customers.
• Talking points for key issues, launches or policy debates.
• Recommendations on target media, events and partner platforms to show up on.

5. Coaching, preparation and rehearsal

• Practical coaching for interviews, panels, investor meetings and town halls.
• Q and A preparation for tough questions or sensitive topics.
• Dry runs for key moments such as funding announcements, layoffs or restructures.

Ways we can work together

We build the work around your leadership team and timelines. Common formats include:

• Flagship founder narrative for one primary spokesperson, often the CEO or founder.
• Top team narrative for 3 to 5 key executives who need a joined up story.
• Event or milestone narrative tied to a funding round, launch, acquisition or market entry.
• Ongoing advisory where we partner with your comms team as a sounding board for leader visibility.

Why work with Archetype on executive narratives

• Deep tech and B2B experience so we can translate complex products into simple, credible stories.
• Regional APAC perspective to balance global alignment with local relevance in Australia and beyond.
• Integrated approach that connects PR, content, social and events instead of treating them as separate channels.
• Practical, not theatrical coaching that respects your leaders' time and helps them sound like themselves, only sharper.

Frequently asked questions

How is this different from media training

Media training focuses on how to handle interviews. Founder and executive narratives come earlier. We define what your leaders should say, how it ties to the company story, and how it shows up across LinkedIn, media, events and internal moments. Media training can sit on top of that foundation.

Can you work with our existing brand and messaging

Yes. We start with your brand platform, product messaging and any existing thought leadership. The job is to personalise and sharpen it for your leaders, not to invent something completely new in a vacuum.

How visible do our leaders need to be

This work suits leaders who are already speaking on behalf of the company, or who need to be visible in the next 6 to 12 months. They do not need to become influencers, but they do need to be willing to show up consistently.

Can you support multiple markets

Yes. We regularly work with global and regional teams to adapt leader narratives for Australia and wider APAC, including guidance on what lands culturally and what does not.