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Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
 

Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)

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This lecture focuses on defining the field of marketing communications with a particular emphasis on technology start-ups.

This lecture focuses on defining the field of marketing communications with a particular emphasis on technology start-ups.

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    Storytelling: Why it matters - Entrepreneurship 101 (2012/2013) Storytelling: Why it matters - Entrepreneurship 101 (2012/2013) Presentation Transcript

    • Storytelling:     Why  it  ma1ers    and     How  to  Do  It  January  2012  
    • “Storytelling  is,  by  far,  the  most  underrated  skill  in  business”  
    • Stories  and  storytelling     are  all  around  us  
    • Cave  drawings  daEng  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  memorable   2.  They’re  mo0va0ng   3.  And  now  they’re  really   shareable    
    • But  what  does  storytelling    have  to  do  with  startups?  
    • Everything!  
    • But  Here’s  The  Thing……  
    • Most  startups  are  bad  storytellers  
    • No  PerspecEve  
    • 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   A1ract  Employees  
    • Convince   friends  &   family   Get   A?ract  Customers   Employees  
    • Convince  Raise  Capital   friends  &   family   Get   A?ract   Customers   Employees  
    • What  do    you  do?  
    • What  do  you  do?   Who  needs   it?  
    • What  do  you   do?  What  are   the  key   Who  needs  it?  benefits?    
    • What  do   you  do?  How  are   you   Who  needs  unique   it?   from   rivals?   What  are   the  key   benefits?    
    • ….And   WIIFM?  
    • What  does  your  company  do?   What  are  the  benefits?   What’s  in  it  for  me?  
    • 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  
    • Thanks!  www.markevans.ca    @markevans    mark@markevans.ca   h1p://bit.ly/startupscanada