This document provides guidance on developing a successful business through mindset, experiments, and goals. It discusses evaluating risks, developing a business model, and appealing to investors. Key elements for growth include standing outside biases, making experiments without fear of failure, and setting milestone goals focused on actions rather than outcomes. The narrative of the pitch is also important to communicate your story in a way that inspires and convinces audiences.

1. DESIGN NARRATIVE

2. RISKS
Range of risks every
business has to deal
with.
2

3. RISK BOOK
For evaluation
3
Business model
risk
Market
adoption risk
Market
size risk
Market
timing risk
Technology risk Capitalization
structure risk
Financial riskExecution
risk
Investors Risk Factors

4. FOUR ELEMENTS
Four attitude concepts
to pursue for rapid
business growth.
4

5. FOUR ELEMENTS
Of growth mindset
5
Stand outside
growth bias
Make
experiments
pivot, exit and
failure!
Goals
for
milestones

6. GOALS FOR MILESTONES
Execute goals and celebrate milestones.
What’s wrong!?
• Get 100 visitors a day to my website.
• Add 10 new people to my newsletter weekly.
• Get 1 new trial signup a day.
Those are events that are based on what other
people choose to do.
And you have zero control over them.
Instead:
• Find 10 potential customers a day and send
cold emails to each of them.
• Write at least 1 piece of content a day and
promote it in at least 3 places.
• Promote my startup in at least 5 different
places a day.
• Create and run a new ad for 1 week every
week.
6Ultimate guide to marketing

7. STAND OUTSIDE GROWTH BIAS
Get out of mental cages!
“Being obsessed with a single path can turn into a trap — blinding us to nonlinear growth
opportunities”
7
Core business value
ProductFounders
producersTeam
…

8. MAKE EXPERIMENTS
No risk, no reward!
8

9. PIVOT, EXITAND FAILURE!
Last but not least!
9
Dream big Start simple Execute fast Stay human

10. PITCH RIGHT
Data about our
collaborations and
achievements
10

11. GUIDE TOARIGHT DECK
With decks, you want to focus on the content and the story
11
Narrative Content
DropBox pitch

12. NARRATIVE
Everything to communicate your story
12
“More important than the specific slides you present is how you weave them
together to convince and inspire your audience that you are going to build a
successful company.”
For entrepreneurs

13. 13AirBnB pitchdeck

14. 14

15. 15

16. NARRATIVE
Everything to communicate your story
Our startup (Name) / Is developing (Service) / letting (customer segment) / (Solve problem) /
through (unique value)
• Your story needs likable and relatable characters
• Your story should take the listener on a journey.
• Your story should appeal to listeners’ emotions and reasoning abilities.
16

17. 10-15-30
SECONDS
Our startup (Name) / Is developing (Service) /
letting (customer segment) / (Solve problem) /
through (unique value)
17

18. CONTENT
Proof to back your story
• Show that customers value your product.
• Demonstrate that the value of a customer is high relative to the cost of acquiring one.
• Know your sales metrics cold.
• Analyze your sales metrics to identify ways to improve.
• Figure out the sales model that works for your business.
18Convince an investor

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