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.

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

  1. 1. Storytelling:     Why  it  ma1ers    and     How  to  Do  It  January  2012  
  2. 2. “Storytelling  is,  by  far,  the  most  underrated  skill  in  business”  
  3. 3. Stories  and  storytelling     are  all  around  us  
  4. 4. Cave  drawings  daEng  back  to  15,000  to  13,000  BC  
  5. 5. William  Shakespeare  
  6. 6. The  Grimm  Brothers  
  7. 7. Eminem  
  8. 8. Rick  Mercer  
  9. 9. Ron  Popeil  
  10. 10. Why  do  Stories  Work  so  Well?   1.  They’re  memorable   2.  They’re  mo0va0ng   3.  And  now  they’re  really   shareable    
  11. 11. But  what  does  storytelling    have  to  do  with  startups?  
  12. 12. Everything!  
  13. 13. But  Here’s  The  Thing……  
  14. 14. Most  startups  are  bad  storytellers  
  15. 15. No  PerspecEve  
  16. 16. Talk  about  product,  not    what  consumers  need    
  17. 17. Wrong  Toolset  
  18. 18. How  do  you  start  to  tell  stories?  
  19. 19. Storytelling  starts  from….  
  20. 20. Baked  into  the  corporate  DNA  
  21. 21. How  Come?  
  22. 22. Convince  friends  &   family  
  23. 23. Convince  friends  &   family   A1ract  Employees  
  24. 24. Convince   friends  &   family   Get   A?ract  Customers   Employees  
  25. 25. Convince  Raise  Capital   friends  &   family   Get   A?ract   Customers   Employees  
  26. 26. What  do    you  do?  
  27. 27. What  do  you  do?   Who  needs   it?  
  28. 28. What  do  you   do?  What  are   the  key   Who  needs  it?  benefits?    
  29. 29. What  do   you  do?  How  are   you   Who  needs  unique   it?   from   rivals?   What  are   the  key   benefits?    
  30. 30. ….And   WIIFM?  
  31. 31. What  does  your  company  do?   What  are  the  benefits?   What’s  in  it  for  me?  
  32. 32. Think  Stories,  Not  Products  
  33. 33. Put  Yourself  in  the  Other  Person’s  Shoes  
  34. 34. Party  Where  the  Party  is  Happening  
  35. 35. Be  Different,  Unique…or  Both  
  36. 36. “To  hell  with  facts!    We  need  stories.”  -­‐  Ken  Kesey  
  37. 37. Thanks!  www.markevans.ca    @markevans    mark@markevans.ca   h1p://bit.ly/startupscanada    

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