How to use Storytelling to tell your Start-up story
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Whatever you are pitching to a VC, Angel Investor or simply sharing your Idea, the way it is told is crucial. I have seen a lot of ideas been killed just because they were not articulated in the right way. Storytelling is a technique used in brand advertising that helps brand to tell their own story in an engaging and sticking way. In this guide, you will have some 'whys', 'whats' and 'hows' create your own story for your start up.
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How to use Storytelling to tell your Start-up story
- 1. 11 @A_d_e_l_a 7/21/16 17/21/16 1 Want Your Message To Stick? Tell A Story.By: Adela Villanueva
- 3. 33 @A_d_e_l_a 7/21/16 37/21/16 3 SPREAD YOUR PASSION FROM YOUR TEAM TO YOUR AUDIENCE.
- 4. 44 @A_d_e_l_a 7/21/16 47/21/16 4 *Storytelling: a human-driven narrative
- 5. 55 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 WHY TELL A STORY?
- 6. 66 @A_d_e_l_a 70%will retain the information you shared (*)London School of Business
- 10. 1010 @A_d_e_l_a
- 12. 1212 @A_d_e_l_a Tell a story THE RIGHT STORY
- 13. 1313 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 HOW TO TELL THE RIGHT STORY
- 14. 1414 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Key elements of a Story
- 15. 1515 @A_d_e_l_a The 7 basic plots Overcoming the Monster Rags to Riches The Quest Voyage and Return Comedy Tragedy Rebirth
- 16. 1616 @A_d_e_l_a Monster, quest, voyage and rebirth are the most relevant places to start.
- 17. 1717 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 WHAT’S YOUR CHARACTER? HOW YOU SPEAK, ACT, RE-ACT AND INTERACT WITH THE WORLD
- 18. 1818 @A_d_e_l_a 12 Brand archetypes OUTLAW: Break the rules & fight the authority EXPLORER: Find fulfilment through discovery and new experiences. CREATOR: Create something with meaning and enduring value. HERO: Make a positive mark in the world, inspiring/ enabling others to do so. MAGICIAN: Make dreams come true, helping people to transform their world. SAGE: Help the people to better understand the world, provide practical information and analysis. RULER: Control, create order from chaos. Helping people to be more organized. INNOCENT: Be happy. Reliable honest, good virtues, simplicity , can be nostalgic. REGULAR: Belong or connect with others. CAREGIVER: Care for and protects others. LOVER: Create intimacy, inspire love. Help people to feel appreciated. JESTER: Bring Joy to the world. Helping people to have a good time.
- 19. 1919 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Frameworks for an Awesome story
- 24. 2424 @A_d_e_l_a
- 25. 2525 @A_d_e_l_a
- 28. 2828 @A_d_e_l_a story 2007-2015 1- humanize 3 friends, with some extra space, looking for an idea. The idea: “People are looking for a cheap alternative to hotels” 2- enemy Hotels! We believe travel shouldn't’t be mass-produced, but about humans connections 3- resistance We wanted to offer a place where people wanted to stay. However, very small site traffic, our message didn’t resonate with a large audience… 4- outlook We changed our Taglines, from ‘forget hotels’ to travel like a human. To say/ share that we believe in a certain kind of world 5- earn We aligned the values, with acts, creating collaborative workshops with hosts all over the world to show who the brand empowers its users. It was call ‘stories for trust’, we created some videos and we got more that 400 000 views and increase of traffic to our website 6- success Now we are the Worldwide Accommodations Leader! (*)airbnb
- 30. 3030 @A_d_e_l_a * Credit: Simon Sinek If Apple Communicated Like Most Companies: ‘We make great computers’ ‘They’re beautifully designed, simple to use and user-friendly’ ‘Want to buy one?’ How Apple Communicates: ‘ Everything we do, we believe in challenging the status quo. We believe in thinking differently’. ‘The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly’. ‘And we happen to make great computers’. Want to buy one?
- 31. It’s not just about the story but also how the story is told that matters
- 32. 3232 @A_d_e_l_a Create Twitter-Like Headlines @Ben: Did u eat my sandwich? @Tom: I’m stealing this idea! @Bob: ROTFL @Sammy: When’s lunch? @Carol: I heart this.
- 33. 3333 @A_d_e_l_a iPod. One thousand songs in your pocket.
- 35. 3535 @A_d_e_l_a § 40 words 40 words! Average PPT slide…
- 37. 3737 @A_d_e_l_a
- 38. 3838 @A_d_e_l_a Dress Up Numbers 5GB 1,000 Songs! ? =
- 39. 3939 @A_d_e_l_a Eye contact Open posture Hand gestures Presence BODY LANGUAGE +VOCAL TONE = 63%
- 40. 4040 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 5 LESSONS LEARNED (extra-advice to design your story)
- 41. 4141 @A_d_e_l_a #1 be TRUE State what you truly believe in.
- 42. 4242 @A_d_e_l_a #2 be UNIQUE Find the story nobody else is telling.
- 43. 4343 @A_d_e_l_a #3 be SIMPLE Simplify your story to make it memorable.
- 44. 4444 @A_d_e_l_a #4 be BOLD When you're confident about your story, make it THE Story.
- 45. 4545 @A_d_e_l_a #5 be OPPORTUNISTIC If your don't know who you are, tell the stories people are ready to hear. ;p
- 46. 4646 @A_d_e_l_a VERSION:ONE TEMPLATE (iris)® MARCH 2014 VERSION:ONE TEMPLATE (iris)® MARCH 2014 Now, Let’s get started designing YOUR STORY
- 47. 4747 @A_d_e_l_a YOUR TURN! 1st- Choose a Plot 2nd- Choose your Personality 3rd- Write your Story ( following one of the frameworks) Share your story!
- 48. 4848 @A_d_e_l_a Thank you! If you have any question, comment, suggestion, or want to connect: Adela Villanueva adela-villanueva@hotmail.com
Editor's Notes
- USE STORYTELLING TO GET PEOPLE ENGAGED IN YOUR VISION. SPECIALLY IN THE EARLY STAGE OF THE PROJECT GET YOUR AUDIENCE CARE ABOUT WHAT MATTERS TO YOU , YOUR VISION WE USE STORYTELLING NOY TO TALK JUST ABOUT THE SOLUTION / PRODUCT ITSELF BUT MORE ABOUT YOUR PASSION AND THE USER NEED
- TELLING AND LISTENING STORIES HAVE BEEN INGRAINED INTO HUMAN SOCIETIES FOR CENTURIES. STORYTELLING IS AN UNIVERSAL WAY TO COMMUNICATE. STORYTELLING IS A HUMAN-DRIVEN NARRATIVE WE, AS A HUMAN BEIGNS WE CARE ABOUT STORIES BECAUSE WE CARE ABOUT THE CARACTHER/S IN THE STORY [ CAN BE YOUR USER, YOURSELF]
- NOT ONLY BECAUSE IT HAS BEEN DONE FOR CENTURIES BUT ALSO BECAUSE IS THE MOST EFFECTIVE WAY OF DELIVERING A MESSAGE.
- In a recent study, the London School of Business found that Statistics-> 5-10% of people retain Story+Statistics-> 25-30% will retain But IF YOU SIMPLY TELL A STORY, 65-70% will retain the information you shared.
- STORIES TRAIN OUR MENTAL , SOCIAL AND EMOTIONAL FALCUTIES We are emphatic to the stories. When we are emotionally engaged, we make the story ours.
- STORIES ARE OMNIPRESENT , THEY CAN BE TOLD BY ANYONE, ANYWHERE, AND CAN LIVE FOREVER
- STORIES ARE EASILY REMEMBERED , SO REPEATABLE AND SHAREABLE Your goal will be the that the audience re-tell the story. That they spread the message for you,
- When you tell a story, people are more engaged and entertained. Their levels of attention are higher that if you were shoring a flowchart or info that no one can follow. You could be talking about saving kids lives, and you’re showing a flowchart no one can follow anyway. Instead, you have the opportunity to actually make us care about your vision (using storytelling, emotion, and an authentic user).
- So if you want to communicate effectively a new idea [ specially to a sceptical audience] it is necessary to use storytelling
- YOU need to find WHAT is YOUR story, What is the right story for YOU – what is the story that you have to tell
- * Plot is the sequence of events.
- The Seven Basic Plots: Why We Tell Stories is a 2004 book by Christopher Booker . humans are psychologically programmed to imagine stories this way The Seven Basic Plots are the basics of plot-writing. And we can find them in cinema, theatre and even companies! The seven archetypal themes recur in every kind of storytelling. We use them in advertising to define the story that a Brand is telling.
- You don’t know what story will finally be told. But you can at least start it in the right way!
- Bad Demo: Grandstanding, going through all the process details, selling the solution.
- As an example, let me tell you a story: Meet Doug. Doug Dietz works at GE as a designer creating medical imaging equipment.
- This is the CT scanner he designed. The machine works well, creates good scans, and looks great. Doug was proud of his work. But a few years, one day Doug visited a hospital – which he doesn’t normally do. He went and saw his machine in the hospital and talked to the nurse operating it – she was pretty happy with it, and Doug was glad to hear that. And it was only by chance that on that day he saw a little seven year girl holding the hands of her two parents, walking down the hall. That little girl was sick and needed a CT scan, and he could see how scared she was – and he could see on her parents’ faces how desperately they wanted to help her get through the experience. They walked down the hall and turned the corner into the room with his CT machine. And as soon as she saw his machine – she burst out crying. Doug wasn’t so proud any more. Actually, he felt like he had failed that little girl. And when he looked into more he found out sedating kids before medical scans was very common, just to get them through the experience (as high as 80% for MRI scans) He knew this wasn’t right, and he had to work to change that.
- So what he did was tried to understand those little kids. Doug had just been to a d.school workshop and learned about empathy. When he got back home, he gathered a team – like teachers and people from children’s museums – and engaged with kids. Of course these kids – even if they are sick -- just want to be like typical kids, being playful and having fun. One girl talked about her big sister going off to camp and wished she could do that. He realized instead of designing machines, he needed to design adventures for kids. This was a big reframe of the challenge.
- And what he developed is the “adventure series” scanning rooms. This one is a camping adventure. Before the child comes to the hospital she gets a backpack with a comic book telling her about the camping adventure. And when she gets there, she isn’t greeted by the clinical nurse – but instead by the “camp counselor”. To get a good scan, she gets in her sleeping bag and holds still to look at the stars. There is no additional technology here – the decorations are vinyl stickers, like on the side of a bus. But the experience for those little kids is drastically improved. In the pilots the have been able to get that 80% sedation rate reduced to near zero. (Better for kids, better for parents and nurses, higher throughput, safer, and lower costs.)
- WHAT: every organization on the planet knows What they do. These are products they sell or the services they offer. HOW: Some organizations know HOW they do it, these are things that make them special or set them apart from their competition. WHY: Very few organizations know WHY they do what they do. WHY is not about making money. That’s a result. It is a purpose, cause or belief. It is the very reason your organization exists. ->> START HERE
- simple, highly visual and completely devoid of bullet points
- Researchers have discovered that ideas are much more likely to be remembered if they are presented as pictures instead of words or pictures paired with words.
- research into COGNITIVE FUNCTIONING—how the brain retains information--proves that bullet points are the least effective way to deliver important information.
- don’t resonate with people until those numbers are placed into a context that people can understand. The best way to help them understand is to make those numbers relevant to something with which your audience is already familiar with. Make numbers MORE INTERESTING AND MEANINFUL
- You write YOUR story. You decide how it starts and how it finish. What is the path that you bring the audience.