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