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“Don't tell me about your awesome product, tell me
about YOU!”
How to leverage your story & your purpose to get your startup heard.
@IanSanders
How do you get heard?
The opportunity
3 STORIES
Do you know what
this is?
Your Story & Purpose
Your differentiator
Relationships
Hiring
Marketing
Cultural touchstone
How the world sees
you
What makes Hiut Denim, Sugru, BeerBods
good stories?
Story-led, but also purpose-led.
“People don’t buy what you do, they buy why you
do it.” Simon Sinek
Hiut Denim = getting the people of Cardigan their jobs back.
Sugru = “Our dream is to make fixing, modifying and making
things easy and fun for anyone.”
BeerBods = “Getting more people drinking better beer.”
What’s your purpose?
HOW TOs
explore capture create share
What fires you up?What’s your story?What’s your purpose?What do you stand for?
Blog postsThought leadershipTwitterFacebookPresentationsManifestosOther digital contentPR Web copyetc
Telling your story
People not products!
Story Types
• The Eureka Story: How I had the idea
• The Why Story: Why I had the idea
• The Founder Story: Who had the idea
• The Customer Story: Who’s using the product?
• The Product Story: How is the product being used?
• The Transformation Story: how is this product changing the world?
Story Ingredients
• Keep it Human: emotionally engage with the audience
• A story of transformation: situation > complication > resolution
• Remember to include the 5 Ws:
• WHAT
• WHO
• WHERE
• WHY
• WHEN
Where to use your story
• Sales
• Marketing
• Networking
• Pitches
• Social Media
• Digital content
• PR
• Investor relations
• Employee engagement
• Recruitment
“The Internet has given us a microphone”
Set your story free!
Merci bien!
Continue the
conversation:
@iansanders