Torch’s story no longer reflected the evolution or ambition of their product. Torch was perceived as a discretionary HR coaching vendor, while their platform expanded beyond coaching into an AI-powered change system, including new AI coaching capabilities via an acquisition.
With budgets tightening, this framing increased retention risk and limited Torch’s ability to be seen as mission-critical. Torch worked with Strata to reposition their story around transformation execution.
Torch story emphasized the features of their coaching offering, instead of the value of the enterprise transformation they could enable.
Transformation execution is owned by Chief People Officers or Chief Transformation Officers and the old story did not hold any relevance at that level.
The emergence of Spark AI and organizational intelligence fundamentally changed the value Torch could offer, but the sales narrative still emphasized traditional coaching rather than continuous change.
Strata rebuilt the narrative around Torch as a Change Agent—a system that continuously develops people and reveals what’s stalling progress across the organization.
Shifted audience focus to C-level
The new narrative was operationalized through a fully restructured sales deck and positioning framework.
Compared to the old Torch sales narrative, the final version moves decisively away from “leadership coaching reimagined” toward “helping companies change by helping people change,” with a clear throughline from strategy to execution. Coaching is positioned as one component of a broader system that makes transformation stick.
