This document discusses the importance of storytelling when pitching ideas to investors. It emphasizes that investors are more interested in the story about return on investment than actual returns. It introduces the "story engine" framework for crafting an effective story with the elements of connection, context, conventions, consciousness shift, concept, conviction, concrete impact. The story should take the audience on a journey from understanding the problem to seeing a compelling solution and vision.

1. @NICKWECREATE
CAPTIVATING
INVESTORS
NICK JANKEL, WECREATE
BATH EXEC MBA
FEB 2012

2. SWITCHED ON PEOPLE | PROJECTS | PLANET
PURPOSE-DRIVEN INNOVATION, COLLABORATION &
LEADERSHIP

5. INVESTORS
GUAGE RISK

6. WHAT ARE TOP 3 NEEDS OF AN INVESTOR?

7. “Your idea is not the
investor’s biggest
concern.”
TECHSTARS LESSONS TO ACCELERATE YOUR
START-UP

8. RISK
MARKET
PRODUCT
PEOPLE

9. “Investors back the
jockey not the horse.”
PROVERB

10. PITCH
MARKET: BIG & READY
PRODUCT: RIGHT & DEFENDABLE
PEOPLE: CAPABLE & INTENTIONAL

11. “Power is the capacity
to translate intention
into reality and
sustain it.”
WARREN BENNIS

12. MINUTES
TO SELL YOUR IDEA, YOURSELF & YOUR
INTENTIONS

13. “When you’re conversing with
coworkers, customers, or
investors, the richness and
meaning of your story is what
people really buy. Everybody
thinks it’s the return on
investment that you’re selling...but
it’s really the story about ROI that
an investor takes away.”
TOM DUREL FORMER CIO/SVP, BLUE CROSS
BLUE SHIELD, FORMER CEO, OCEANIA

14. STORIES
ENGAGE, INVOLVE, CREATE ACTION

15. “A good story, well told,
makes you realise you were
yearning for something you
had no name for, something
you didn’t even know you
wanted.”
F.S. MICHAELS

16. HUMAN
CONSCIOUSNESS IS EMBEDDED & ENACTED IN
STORY

17. BRAIN
IS A SCRIPT-WRITING MACHINE

18. 70%
OF WHAT WE LEARN IS THROUGH STORIES

19. “You can’t order
commitment. You can’t
bribe people into passion.
And you can’t force a
vision. ”
FUTURE NAVIGATORS

20. STORIES
DEFINE OUR SOCIETY AND OUR WORLD

21. STORIES
ENGAGE PEOPLE AND ENCOURAGE THEM TO
CHANGE

22. “It is easy to forget how
mysterious and mighty stories
are. They do their work in
silence, invisibility. They work
with all the internal materials
of the mind and self. They
become part of you while
changing you... they are
altering your world.”
BEN OKRI

23. CHANGE
THE WORLD? THE MARKET?
FIRST YOU MUST CHANGE THE STORY

24. “I must create a system
or be enslav'd by
another man's”
WILLIAM BLAKE

25. WHAT IS THE STORY OF THE EXISTING
MARKET?

26. BALANCE
OLD STORY WITH A NEW ONE
RESONATE AND TAKE HIGHER

27. “Stories create the emotional
context people need to locate
themselves in a larger
experience.”
SCOTT BEDBURY

28. CONTEXT
CREATING NEW ONES

29. “Leadership exists when
people are no longer victims of
circumstances but participate
in creating new circumstances.
Ultimately, leadership is about
creating new realities.”
PETER SENGE, MIT

30. POSSIBLE
ADJACENT

31. “It turns out stories are a - if
not the - leadership answer.”
TOM PETERS

32. WHAT IS THE STORY OF THE NEW MARKET?

33. STORY-
TELLING
THE ART & SCIENCE OF POSSIBILITY

34. STORY
PROBLEM
STRUGGLE
(RE)SOLUTION

35. TURN THE FOLLOWING INTO A STORY

36. START
FINISH

37. WIIFM
DESIRED RESPONSE

38. WIIFY
DESIRED BENEFIT

39. RHETORIC
ARISTOTLE

40. ETHOS
TRUST, VALUES & CRED
ENGAGEMENT
PATHOS
LOGOS EMOTIONS,
LOGIC & INCLUSION,
COHERENCE IMAGINATION

41. BQ
ETHOS - WHAT MAKES ME CREDIBLE? HOW
CAN I MODEL THAT IN SPEECH & DEED?
PATHOS - HOW DO THEY FEEL AND WHAT CAN
I DO TO RESONATE / EXCITE?
LOGOS - WHAT DO THEY NEED TO HEAR TO
JUSTIFY CHOICES?

42. EMOTION
BEFORE REASON

43. JOIN DOTS
HOW?
ORDER IS IMPORTANT!

44. WHAT ORDER SHOULD IT BE IN?

46. STORY ENGINE
More
certainty /
order
Breakthrough
Impact
Major CONCRETE
Need / IMPACT
Problem
CONNECTION CONVICTION
CONTEXT
CONCEPT
CONVENTIONS
CONSCIOUSNESS
More SHIFT
creativity /
disorder

47. CONNECTION
THE ISSUE IN REAL, HUMAN TERMS
THE PROBLEM, NEED OR DESIRE
WHERE IS THE PAIN?
WHY LISTEN TO YOU ABOUT IT?

48. CONTEXT
HOW THE PREVIOUS SOLUTIONS HAVE TRIED
TO SOLVE THE PROBLEM BUT FAILED

49. CONVENTIONS
THE CONVENTIONS OF THE SECTOR
THE MYTHS THAT NEED CHALLENGING

50. CONSCIOUSNESS
SHIFT
THE INSIGHT
THE CREATIVE LEAP
THE NEW WAY OF THINKING

51. “Problems cannot be
solved by the same
level of thinking that
created them.”
ALBERT EINSTEIN

52. CONCEPT
THE IDEA, THE SOLUTION

53. CONVICTION
THE VISION, OPPORTUNITY, COMMITMENT
(SOMETHING BIGGER THAN YOURSELF)

54. “Entrepreneurs who
are committed to a
mission beyond
profits are more likely
to succeed.”
TARANG SHAH, VENTURE CAPITALISTS AT
WORK

55. CONCRETE
IMPACT IN THE REAL-WORLD
WHAT IS THE NEW BEHAVIOUR?
WHAT IS IN IT FOR US / CONSUMERS / THE
WORLD?

56. IMPACT
PROFIT
PEOPLE
PLANET
PLAY

57. CALL
TO ACTION

58. USE THE WECREATE STORY ENGINE

59. INEVITABLE
STORY WILL HAPPEN WITH OR WITHOUT YOU

60. MOMENTUM
THE SENSE THAT YOUR STORY HAS BEGUN!

63. “If you’re going to have
a story, have a big story,
or none at all.”
JOSEPH CAMPBELL

64. “Those who do not have
power over their story —
the power to retell it,
rethink it, deconstruct it,
joke about it, and change it
as times change -
truly are powerless, because
they cannot think new
thoughts.”
SALMAN RUSHDIE

66. CONNECT
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