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.
Transcript of Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
Storytelling: Why it ma1ers
and How to Do It
January 2012
“Storytelling is, by far, the most underrated skill in business”
Stories and storytelling are all around us
Cave drawings daEng back to 15,000 to 13,000 BC
William Shakespeare
The Grimm Brothers
Eminem
Rick Mercer
Ron Popeil
Why do Stories Work so Well?
1. They’re memorable 2. They’re mo0va0ng 3. And now they’re really
shareable
But what does storytelling have to do with startups?
Everything!
But Here’s The Thing……
Most startups are bad storytellers
No PerspecEve
Talk about product, not what consumers need
Wrong Toolset
How do you start to tell stories?
Storytelling starts from….
Baked into the corporate DNA
How Come?
Convince friends & family
Convince friends & family
A1ract Employees
Convince friends & family
A?ract Employees
Get Customers
Convince friends & family
A?ract Employees
Get Customers
Raise Capital
What do you do?
What do you do? Who needs it?
What do you do?
Who needs it?
What are the key benefits?
What do you do?
Who needs it?
What are the key benefits?
How are you
unique from rivals?
WIIFM?
….And
What does your company do? What are the benefits? What’s in it for me?
Think Stories, Not Products
Put Yourself in the Other Person’s Shoes
Party Where the Party is Happening
Be Different, Unique…or Both
“To hell with facts! We need stories.” -‐ Ken Kesey
