TONIGHT’S AGENDA

People see/hear >100,000 words/day of content: TV, radio, social media, video games, text messages, Web.

Stories Spark Emotions, Build Connections and

Trigger Actions

Characteristics of a Good Story?

Keys to Storytelling

It’s Not About the Product

Always Be Storytelling

Always be Story-hunting

Establish Your Core Story

“Airbnb believes in the power of storytelling because when people share stories…..they start caring more about each other and something magical can happen.” - Venetia Pristavec

“Capturing life’s most exciting moments, and sharing them with others.” – Suzanne Watson

It’s Not About the Product

Always Be Storytelling

Always be Story-hunting

Establish Your Core Story

Product is Irrelevant

It’s about the experience

It’s Not About the Product

Always Be Storytelling

Always be Story-hunting

Establish Your Core Story

Look at the world using a different lens

Take an outside-in perspective

Always Be Storytelling

Your Storytelling Collection

Tool

It’s Not About the Product

Always Be Storytelling

Always be Story-hunting

Establish Your Core Story

Four Easy Story Themes

Stories about how

you started

Stories about your challenges, successes

Stories about the world

around you

Stories about your customers’

success

Four-word storytelling

Pinterest: Organize everything you loveNymi: Your Everyday Life SimplifiedSouthwest Airlines: Low Fares, Friendly Service

Exercise: Describe your company in…. four words

A value proposition is a statement of unique benefits (and value) delivered by your product to target customers

Value Propositions Questions

• What is your product?• What problem are you solving?• Who is the target audience?• What is the value of your product?• How is your product unique, different or better?

Square lets you run your business anywhere. We make it easy for anyone to accept credit cards so they can start selling today.

Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we open more possibilities for riders and more business for drivers.

Your everyday simplified. Seamlessly unlock devices, remember passwords and more, using your heart's unique signature.

ExerciseCreate your value proposition, which could include:• What your product does• The value/benefits delivered• Who’s the target audience?

The Creation Myth

ExerciseCreate your myth story. It could include:• Your mission, vision or purpose• Your humble beginnings• Your lucky break

Storytelling Themes

• The inspiration for your startup• The problem you wanted to solve and

why• The challenges of the journey• A story about your success

15 Minutes

Customer Stories

Exercise: The CustomerCreate a story about one of your customers:• How did they discover your product?• What is interesting about how they are using

it?• What is the benefit or value being delivered?

Pitching the Media

The Media

• Overworked creating articles, blogs, podcasts, video, social media

• Overflowing inboxes

• Overwhelmed with story pitches from desperate startups

What does the really media want?

It’s About the Hook

Six Storytelling Angles

Success

Innovative/New

Different

Be part of a bigger story

Creativity

Timing is Everything

Storytelling Guidelines

• User-friendly• Clear and understandable• Easily shareable• Creative, interesting

Pitch Me Another Story

How About Another Story?

How About Another Story?

ExerciseBased on the storytelling hooks or themes, create two pitches to a reporter or blogger that includes the following:- Your hook – e.g. how are you new, different,

better or part of a trend- Their interests and focus- Why it’s relevant, topical or timely

Success

Innovative/New

Different

Be part of a bigger story

Creativity

Timing is Everything

Stories about how you started

Stories about your

progress

Stories your

industry

Stories about your customers’

success

Telling the right stories to the right audiences at the right time

Prioritize Your StorytellingKey questions:1. How do our customers make buying

decisions?2. Where do they research and get information?3. What resources do we have available?

(People, time, money)

Stories to Tell Now Stories to Tell LaterStories to Tell Soon

• Blog• Newsletter• Speaking• Website

• Infographic• eBooks• Video

• Webinars• Demos• Podcasts

Stories to Tell Now Stories to Tell LaterStories to Tell Soon

Exercise: Establishing Priorities

Wrap Up