Lena Andican
Crafting story-led positioning and messaging that helps Ditch Carbon land blue-chip clients and drives its steady growth
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​​Ditch Carbon is dedicated to helping organisations measure and reduce their Scope 3 emissions across supply chains. Using AI technology, Ditch Carbon continually tracks supplier emissions, providing procurement and sustainability teams with reliable, real-time data—without the need for time-consuming surveys. The goal is to empower organisations to take control of their carbon footprint and seamlessly incorporate sustainability metrics into their everyday operations.​
Challenges
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As Ditch Carbon grew, so did its sales team. With responsibilities shifting from the founder to a broader group of sales professionals, it became clear that everyone needed a shared story and clear messaging. This alignment was essential to ensure all team members communicated consistently and confidently, strengthening the company’s voice in the marketplace.​
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At the same time, the market for carbon management tools was becoming more crowded. Many new players were entering the space, making it harder for Ditch Carbon to stand out. As demand for effective solutions increased, it was crucial for the company to clearly articulate its strengths—highlighting not just its innovative technology but also the values and practical benefits that resonate with its audience.
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Finally, Ditch Carbon serves a diverse set of stakeholders: procurement teams and sustainability managers in companies committed to Science-Based Targets, as well as software platforms and carbon accountants. Each group faces its own challenges, making it important to craft a unified message that speaks to all these audiences.
Our approach
To meet these challenges, we adopted a story-driven positioning and messaging framework. Our aim was simple: create a narrative that invites potential customers to see themselves as part of a larger movement toward smarter, data-driven sustainability solutions.
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We organised our work into three interactive sessions -
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Session 1: Crafting the strategic narrative.
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Session 2: Defining Ditch Carbon’s positioning.
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Session 3: Developing clear and impactful messaging.
Session 1: Crafting the strategic narrative
In this initial session, we developed a compelling overarching story that resonates with the entire buying committee and all stakeholders involved. Using a strategic narrative framework, we identified key story elements:
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The Hero: The sustainability manager at a company committed to Science-Based Targets. They’re dedicated to meeting climate goals but face hurdles in gathering reliable data and managing stakeholder expectations. Many are unaware of the technological tools that could make their work easier and more effective.
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Change & stakes: With just five years left to meet their 2030 emissions targets, the sustainability manager feels the urgency to accelerate progress or risk falling short of their commitments.​
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The Villain: The complex and fragmented emissions tracking system—reliant on cumbersome surveys, manual data collection from suppliers, industry averages, and often involving junior staff or interns. This inefficient ecosystem hampers timely, accurate decision-making.​
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The Promised Land: A future where sustainability managers become trusted leaders, armed with clear insights into their supply chain emissions. They can verify reductions, meet stakeholder expectations, and thrive in a transparent environment—overcoming fragmentation and inaction to make smarter, faster decisions.
Session 2: Defining Ditch Carbon’s positioning
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Ditch Carbon operates in a pioneering space within climate tech SaaS, providing critical Scope 3 emissions data. The real challenge isn’t necessarily competing with similar providers but educating the market about outdated practices and highlighting better alternatives.​
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Most organisations currently rely on surveys for supplier data. We positioned Ditch Carbon not against
competitors, but against these traditional, inefficient methods—like manual data collection, limited supplier coverage, and high costs.
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Our messaging emphasises how Ditch Carbon offers a smarter approach: delivering reliable, real-time insights without the need for complex life cycle assessments. It enables benchmarking across suppliers, helping users easily identify leaders and laggards, and focuses on actionable steps to reduce emissions—rather than endless analysis.
Session 3: Developing impactful messaging
In our final session, we crafted a messaging framework designed to connect deeply with Ditch Carbon’s champion buyer:
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Key Pains: We identified the main challenges faced by sustainability managers trying to reach their 2030 goals.
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Claims: We articulated how Ditch Carbon’s solutions directly address these pain points—saving time, increasing accuracy, and enabling better decisions.​
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Gains: We highlighted the benefits users experience—greater confidence in data, streamlined processes, and progress toward sustainability goals.​
The result was a comprehensive messaging house (see next slide), including:
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The Roof: Our overarching narrative uniting all stakeholders.​​
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Value Proposition: Clear messaging tailored to decision-makers and champions.​
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Positioning Statement: The foundation of our messaging, emphasizing Ditch Carbon’s unique role.​
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Messaging Pillars: Core themes supporting our growth and engagement efforts.
“Lena is a true pro. Working with her we quickly identified ways to improve our messaging and are reaping the rewards already. She has a deep understanding of how messaging works and is able to articulate her point with real life experiences which always brings the point she is making to life. If you get a chance to work with her on your messaging... don't hesitate..”
Marc Munier
Founder & CEO, Ditch Carbon
Results
Our work quickly translated into tangible commercial momentum and marketing confidence, resulting in:
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Enterprise validation: DitchCarbon’s refined story and messaging are already resonating with blue chip brands: Amazon, Pfizer and Zurich now rely on the platform to track and cut Scope 3 emissions. ​
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Predictable pipeline: with a clearly defined Ideal Customer Profile and value proposition, the sales team has built a repeatable, month-on-month flow of high-quality opportunities from target enterprise accounts.
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Faster expansion of impact: a sharper narrative helps global enterprises understand and act on the emissions reductions DitchCarbon enables, accelerating progress toward 2030 targets. ​
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Confident budget allocation: marketing and growth teams can now invest in multi-channel campaigns and ABM programs with certainty, knowing every pound is backed by consistent, compelling positioning that speaks directly to key buyers.