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For startups, storytelling is crucial because it lets them clearly articulate what they do and why potential customers should be interested. It also differentiates them from rivals.
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Storytelling: Why it matters
and How to Do It
January 2012
“Storytelling is, by far, themost underrated skill in business”
Stories and storytellersare all around us
Cave drawings dating back to 15,000 to 13,000 BC
William Shakespeare
The Grimm Brothers
Eminem
Rick Mercer
Ron Popeil
Why do Stories Work so Well?
1. They’re memorable2. They’re motivating3. And now they’re really
shareable
But what does storytelling have to do with startups?
Everything!
But Here’s The Thing……
Most startupsare bad storytellers
No Perspective
They talk about product, not what consumers need
Wrong Toolset
How do you start to tell stories?
Storytelling starts from….
Baked into the corporate DNA
How Come?
Convince friends &
family
Convince friends &
family
Attract Employees
Convince friends &
family
Attract Employees
Get Customers
Convince friends &
family
Attract Employees
Get Customers
Raise Capital
What do you do?
What do you do? Who needs it?
What do you do?
Who needs it?
What are the key
benefits?
What do you do?
Who needs it?
What are the key
benefits?
What problem are you solving?
WIIFM?
….And
The fuel for your marketing channels
Think Stories, Not Products
Put Yourself in the Other Person’s Shoes
Party Where the Party is Happening
Be Different, Unique…or Both
“To hell with facts! We need stories.”- Ken Kesey
