Movement-Making and “Using The Whole Fish”

Use the Whole Fish: Smarter Communications for Movement-Building

At Andiron, we work with ventures that want to become movements. That means your communications can’t just make noise—they need to build depth, repeatability, and strategic momentum.

One of the most effective (and underused) tools to do that? Using the whole fish.

Here’s what we mean—and why it matters:

What is “Using the Whole Fish”?

It’s the discipline of extracting full value from every communication asset you create—just like a good chef uses every part of the fish.
This isn’t recycling for the sake of it. It’s about:

• Maximizing return on effort – Every founder quote, report, photo shoot, or campaign should live in multiple formats and contexts.

• Creating message consistency – Movements are built on repetition. Whole-fish thinking keeps your message alive across time and channels.

• Avoiding content fatigue – You don’t need to constantly make something new—you need to say the right things well, in multiple ways.

• Building narrative depth – Reuse forces you to see different angles of the same idea. That’s how stories gain complexity and stick.

How It Works in Practice:

Let’s say you’ve produced a founder story or a major insight report. Here's how we’d apply the whole-fish approach:

• Press quote → LinkedIn post → Pitch deck language → Audio bite → Event intro

• Research stat → Newsletter series → Carousel for IG/Slides → Talking point in interviews

• Product announcement → Behind-the-scenes story → “Why now” explainer → Team recruiting message

Why It Matters for Movement-Building:

Movements don’t grow from one viral hit. They grow from repeatable, layered storytelling that builds trust and recognition over time.
Whole-fish communication helps:

• Reinforce your values and vision in every channel

• Create efficiencies in fast-moving environments

• Build a clear identity that can be adopted and shared by others

At Andiron, we help ventures think and act like movements from day one. Using the whole fish is one of the core tools we use to get you there.