Torch's Narrative Project
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.
Why was this happening?
Feature-focused framing
Torch story emphasized the features of their coaching offering, instead of the value of the enterprise transformation they could enable.
New persona to target
Transformation execution is owned by Chief People Officers or Chief Transformation Officers and the old story did not hold any relevance at that level.
Product had evolved
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.
The StrataPMM Approach
Reframed around value
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
Messaging was redesigned to address CPOs and Chief Transformation Officers, focusing on adaptability, execution risk, and organizational intelligence rather than session counts or satisfaction scores.
Aligned to product future
Spark AI, continuous reinforcement, and real-time organizational insights were elevated from features to core pillars of the platform, signaling where Torch is going—not where it started.
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.
Torch's Sales deck
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