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How to leverage your story/purpose to get your startup heard


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A presentation by Ian Sanders, at The Family, Paris 18th June 2015

"Don't tell me about your awesome product, tell me about YOU!”

In this interactive presentation, Ian will get you fired-up about capturing what your business stands for and why you should compete on your story. He will share stories of inspiring startups that leverage their ideas and purpose to get heard. He’ll give you advice and practical tips on how to compete on your story and get heard amidst the noise. There will be plenty of opportunity for Q&A.

Published in: Business
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How to leverage your story/purpose to get your startup heard

  1. 1. “Don't tell me about your awesome product, tell me about YOU!” How to leverage your story & your purpose to get your startup heard. @IanSanders
  2. 2. How do you get heard?
  3. 3. The opportunity
  4. 4. 3 STORIES
  5. 5. Do you know what this is?
  6. 6. Your Story & Purpose Your differentiator Relationships Hiring Marketing Cultural touchstone How the world sees you
  7. 7. What makes Hiut Denim, Sugru, BeerBods good stories?
  8. 8. Story-led, but also purpose-led.
  9. 9. “People don’t buy what you do, they buy why you do it.” Simon Sinek
  10. 10. Hiut Denim = getting the people of Cardigan their jobs back.
  11. 11. Sugru = “Our dream is to make fixing, modifying and making things easy and fun for anyone.”
  12. 12. BeerBods = “Getting more people drinking better beer.”
  13. 13. What’s your purpose?
  14. 14. HOW TOs
  15. 15. explore capture create share What fires you up? What’s your story? What’s your purpose? What do you stand for? Blog posts Thought leadership Twitter Facebook Presentations Manifestos Other digital content PR Web copy etc Telling your story
  16. 16. People not products!
  17. 17. Story Types • The Eureka Story: How I had the idea • The Why Story: Why I had the idea • The Founder Story: Who had the idea • The Customer Story: Who’s using the product? • The Product Story: How is the product being used? • The Transformation Story: how is this product changing the world?
  18. 18. Story Ingredients • Keep it Human: emotionally engage with the audience • A story of transformation: situation > complication > resolution • Remember to include the 5 Ws: • WHAT • WHO • WHERE • WHY • WHEN
  19. 19. Where to use your story • Sales • Marketing • Networking • Pitches • Social Media • Digital content • PR • Investor relations • Employee engagement • Recruitment
  20. 20. “The Internet has given us a microphone”
  21. 21. Set your story free!
  22. 22. Merci bien! Continue the conversation: @iansanders