Storytelling and startups


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For startups, storytelling is a crucial part of their ability to connect with different target audiences. This presentation looks at the history of storytelling, why it's important, and how and where to do it.

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  • Lascaux Caves in the Pyrenees MountainsDiscovered in 1940 by a group of French children, a series of cave paintings that date back to sometime between 15,000 and 13,000 B.C. depicted a variety of animals and one image of a human being.
  • 38 plays, 16th century.
  • Jakob (1785–1863) and Wilhelm (1786–1859) Grimm were brothers who became famous for their collection of folk tales
  • Sleeping Beauty, Cinderella, Rumplestilkin, Little Red Riding Hood and Hansel & Gretel.
  • I would argue storytelling should be as important as the technology and the productIt should be embraced from the beginning
  • Angoss Software example – board rejected my core messaging
  • No perspective
  • Engineers, developers, business development
  • Divide into four slides
  • Storytelling and startups

    1. 1. Storytelling and Startups: Why it matters and how to do itDecember 2012
    2. 2. The History of Storytelling
    3. 3. Cave drawings that date back to 15,000 to 13,000 BC
    4. 4. There is a long, long history of storytellers
    5. 5. William Shakespeare
    6. 6. The Grimm Brothers
    7. 7. Steve Jobs: The best storyteller of his generation?
    8. 8. Why do Stories Work so Well? 1. They’re memorable 2. They’re inspiring 3. They’re shareable
    9. 9. But What Does StorytellingHave to do with Startups???
    10. 10. Everything!
    11. 11. But Here’s The Thing……
    12. 12. Most Startups Aren’t Good Storytellers
    13. 13. Too Close to the Fire (aka No perspective)
    14. 14. Talk about product rather thatwhat consumers want to know
    15. 15. Wrong Toolset
    16. 16. Storytelling Has to Start From
    17. 17. And Be Part of a Startup’s Corporate DNA
    18. 18. How Come?
    19. 19. Win overStories are used to……. family, frie nds Find and Raise recruit a Capital co-founder Attract employees
    20. 20. Where Do You Start?
    21. 21. (aka Core Messaging)
    22. 22. What do you do?What are Who needs the key it?benefits? How are you unique?
    23. 23. ….And WIIFM?What’s in it for me (the potential customer)?
    24. 24. (aka Where to tell your stories)
    25. 25. What are the target audiences? Where do Who’s the they hangcompetition? out? How do they buy?
    26. 26. (aka Creating stories and where to tell them)
    27. 27. The bad…..
    28. 28. …..and the good.
    29. 29. The Keys to Telling Great Stories Think story, not product or features Put Party yourself in where the the party’s audience’s happening shoes Look for something different or unique
    30. 30. Final Words“Storytelling is, by far, the most underrated skill in business”
    31. 31. Thanks!