Storytelling a powerful tool for startup success
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This document provides tips for startups on using storytelling to promote their products and services. It discusses that while tech founders are experts in their solutions, they are often poor storytellers, focusing too much on technical details. Good storytelling is important to connect with potential customers, investors, and employees. The document then provides suggestions on how to develop startup stories, including finding the conflict or passion behind the idea, focusing on why it matters to consumers, and keeping the story simple and authentic.
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Storytelling a powerful tool for startup success
- 1. Storytelling your way to startup success Turning great products into powerful stories. TERVER BENDEGA
- 2. WHY DO WE TELL STORIES? Metro desk Digital marketing Core strategy Now building the future of transportation in Africa Helping brands tell better stories
- 3. What’s in a story? Stories define us. Humans love stories. From the moment we’re born, we interpret the world through the lenses of stories.
- 4. SOUNDS SIMPLE? Tech founders are usually super smart people with really good knowledge of their solutions and USPs. But are notoriously terrible at storytelling. Focusing too heavily on the “small” details – features or technologies that power their solutions” This approach while valid, is extremely difficult to follow Truth is, not knowing how to tell stories is missing opportunities. Burdening exciting stories with the weight of jargon and high sounding words that leave people thinking “this is above me.” THE STORYTELLING GAP CUTTING PAST THE JARGON
- 5. MOVING FROM TECHNICALITIES SIMPLICITY We tend to think that big words mean big ideas—that they help to convey authority, intelligence and power. But what we forget is that it prevents your audience from understanding what you’re saying and taking action for your cause. Today if you want to be a successful entrepreneur, you must also become a good storyteller.
- 6. Need more convincing? Consider the Kickstarter & Go Fund Me example. That’s an entire business built on the foundation that stories can connect enough with people that they take financial action to back a project
- 7. BECAUSE PEOPLE LOVE A GOOD STORY. BUT MORE IMPORTANTLY, PEOPLE BUY A GOOD STORY- (Fluency theory: the human brain is wired towards clarity and not confusion and stories are a sense making device) BECAUSE STORIES ARE CHEAP (Stories are the cheapest way to sell.Good stories get shared, jargons are forgotten) BECAUSE YOU’LL NEED IT TO GET INVESTORS, EMPLOYEES AND CONSUMERS (People don’t buy the best,they buy the products they understand)
- 8. Storytelling is the key to developing a strong startup brand.
- 10. HOW? Think about storytelling like a fantastical movie - Superheroes have an origin story- that humanizes them and makes them relatable. (even the Joker). It helps people see where your passion comes from and why you’re qualified to lead them - They exist to resolve a conflict- whether that’s a supervillain or a gemstone to be found. Find the lowest common denominator and sell that. Eden Life- Exists to give professionals the freedom to focus on the truly important things Bolt- Exists to democratize access to private cars
- 11. HOW? Find the “why” and “how” Soundcloud (online audio distribution platform) Why- We’re the launchpad for up and coming artists/“What’s next in music is first on soundcloud” How- We do this by merging the worlds of music distribution and social media– allowing fans comment, like and share songs by their favorite artists (Why is the “what’s in it for the consumer,” how tells what you do differently (process) that no one else does)
- 12. HOW? Spark Action - Pitch yourself against your biggest competitors 💚 - Make it incredibly simple to move from awareness to purchase - Resist the urge to offer too many options. Inertia is the enemy of sales.
- 13. HOW? BE AUTHENTIC (OR PRETEND TO BE) Tell the same story everywhere- In PR, on social media, in adverts, in product announcements on app stores, on your website. Talk like you would to a friend. It will work wonders for you. Jeff Bezos (But be cool about it)
- 14. HOW? TURN A - INTO A + All brands and products have weaknesses. If you look at them from a different perspective, you might turn them into a strength. HEINZ AIRPORT
- 15. HOW? COMPARISON/EXAGGERATION Popular technique showing solution a vs. solution b. Imagining a world without your product. And then showing how bad that would be. DIRECTV
- 16. Practical Tips Build relationships with the media and never miss an opportunity to tell your story Remember that there are no winners or losers in a negotiation, only fulfilled interests Have a storytelling bible for your business, that is used when onboarding every new employee
- 17. Be a student of human behaviour.
- 18. THANK YOU You can subscribe to my blog at: TERVERBENDEGA.COM