Storytelling for entrepreneurs by Nicolai Schumann

1. Storytelling for Entrepreneurs

4. What are stories good for?

7. “Storytelling reveals meaning without
committing the error of defining it.”
Hannah Arendt

8. What are stories good for?
Memorable
Help decision making
Create a pull
Contagious
Provide meaning
Give new perspectives
Demographic-proof
Appeal to different learners

12. How do stories work?

17. I. SET-UP
II. BUILT-UP
III. PAY-OFF

18. Protagonist / Antagonist
Conflict / Message

21. Company Values

23. LEADERSHIP.

24. Elements of a business story

26. Simple
Unexpected
Concrete
Credible
Emotional
Story

27. Get the idea
Pay attention
Understand and remember
Believe and agree
Care
Inspired to act
Simple
Unexpected
Concrete
Credible
Emotional
Stories

28. S
U
C
C
E
S

34. Apple Computer
Creative Diversity >< Anonymous conformity
Nike
The will to win >< Not even trying
The LEGO company
Creative play >< Passive entertainment (watching TV)
Virgin
Challenging the establishment >< Business as usual
IKEA
Quality design to everyone >< Design for the few elite

35. What do you stand for >< What is the antagonistic
force
Breakout session III

38. Story Sins.
Vanity
Insincerity
Knowledge
Anxiety

44. Corporate stories.

45. Who I am
Vision
Apology and recovery
Culture
Corporate stories.

49. What is your story?

50. Entrepreneurial stories. What and How.
Stakeholders
Investors
Press
Consumers

61. How do you challenge status quo/societal
norms?
Breakout session IV

62. Toolkit.
Find your core - define antagonistic forces
Challenge status quo!?
3 acts: Start with a bang - End with a message
Apply your archetype
Apply your Britishness
Apply SUCCES formula
Avoid story sins

64. Nicolai Schümann
nschuemann@gmail.com
UNIVERSALSTORYTELLER.COM