Lena Andican

Judge
DISC Type : Dc

Story-Led Positioning & Messaging for Impact Tech at Lena Andican

United Kingdom

Overview

Lena Andican is a positioning and messaging expert with a 15-year background in B2B SaaS, now focusing on impact and climate tech. She specializes in translating complex technical concepts into compelling narratives. People who have worked with her describe her as professional, diligent, and methodical. She holds an MSc from Kings College London.

Her shift to impact tech is personally motivated by a desire to ensure a sustainable future for her two young children. She is a mother who values a direct, no-nonsense approach in her work, a trait she says has been sharpened by motherhood.

In one of her messaging guides, she gives a design credit for the front page to her 4-year-old son, Timur.

Personality Overview

Demanding

Generally Skeptic

Objective Thinker

They respond better to strong and respectful interactions.  They prefer to move quickly, and expect the same from others. They put a lot of effort into ensuring personal success.

Topics They Care About

Strategic Storytelling
Helps founders craft compelling narratives by positioning the customer as the hero and the product as the tool to defeat a clear 'villain' or problem.
Climate Tech Commercialization
Advocates that climate tech companies must focus on ROI and business value to sell effectively, warning against becoming an 'echo chamber' focused only on sustainability.
B2B Positioning
Specializes in helping B2B founders move beyond product features to build a clear value proposition that dominates their market niche.

Media Appearances

Lena has no verified media appearances

Work History

1-2023
Story-Led Positioning & Messaging for Impact Tech at Lena Andican
8-2021 - 12-2024
Partner I Story-Led Positioning & Messaging for B2B SaaS at Kurve
1-2020 - 6-2021
Marketing Strategist at Dealroom.co
1-2018
Advocate at Tech London Advocates & Global Tech Advocates
1-2018 - 11-2019
Marketing Manager, EMEA at PitchBook Data

Education

2008 - 2010
MSc from King's College London
2019 - 2019
Mini MBA from MiniMBA

More Information

Social Presence :

Prographics :

Exp : 19 Location : United Kingdom Job Level : N/A Designation : Story-Led Positioning & Messaging for Impact Tech at Lena Andican
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Insights For Selling To Lena

During A Call Or A Meeting

DO's

  • Get to the point quickly instead of spending time doing small talk
  • Use phrases like ‘it’s your decision’, ‘strategic impact’ etc.
  • When negotiating terms, help them build an impression that they are the ones calling the shots

DONT's

  • Avoid being a storyteller and don’t try to oversell
  • Don’t be in a rush to invite them for a social meet and greet
  • Don’t take too much time in sending them information if they ask for any

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Lena is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Lena

  • If they decide not to use your product, they will say no clearly.

Insights For Deal Planning

    How fast (or slow) will Lena move?

  • If convinced, they can reach decisions quite fast.
  • Can Lena take some risk or not?

  • They do not shy away from taking risks, but can be quite binary about them.

You And Lena

Personality Compatibility


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