#39- Sell stories, not just ideas
How can founders use storytelling to get their job done?
How can founders be great storytellers?
"The Lion King" was released to glowing reviews and massive box office success when it premiered in 1994. Yes, it has made almost a billion dollars to date! It was not a story of an oppressed, underdog (or lion) paving his way back to his family and his birthright, that made everyone flock to the cinema halls. It was the way the story was narrated, that won everyone's hearts. In the end, the story, and not Simba was finally king!
The new age founder knows that being a founder means they will have to keep selling. Founder's sell their vision, their goals, their objectives, their business model, and finally their product! A founder who can not sell will only set themselves up for failure in the future.
Why is storytelling so important?
Many founders we have encountered think it is just the pitch deck with boatloads of data, a quick email, and their business model that will sell itself. While this can also work, the best way to make someone your lifelong fan is by selling them a story they resonate with. Selling the narrative.
But then, stories are not just for investors or customers. The ability to tell, and consequently sell a story makes use of information to persuade or inspire people. This skill helps founders attract investors, and also co-founders, key employees. It helps recruiters close extraordinary candidates, and salespersons win customers.
We love it when our founders can sell stories. Why? Because great storytellers can take everyone along on their journeys - be it employees, investors, or customers! All extremely important in growing a business.
How to be a great storyteller?
Give a presentation to your kids or your grandmom
The moment you speak to someone who does not understand jargon, you have to make the material very easy to communicate with them. And invariably, in order for them to connect the dots, you use stories, references, illustrations, and examples from time to time. When you do this, look for what they lean into, or pay attention to. Look for when they nod in unison. Look for when they seem disinterested. The more you practice, the better your hooks will become.
Use persuasion to tell stories
Tyler Odean says, "For startups and founders, being persuasive is way more important than having vision." We completely agree with him. Why? A strong and ambitious vision is good. But what is great is the ability to sell the vision so effectively that people line up to make your vision into their vision and partner with you in your journey.
Share experiences and learnings rather than bland examples
Take a minute, or an hour, and write down your story. Write your experiences, learnings, successes, and failures. Sometimes we think that only success sells. But did Titanic have a happy ending? The story of young love lost forever, in the middle of nowhere still makes people tear up. More than a century later. Why? Because people resonate with failures and successes, sometimes more to failures! Be honest, and open up. Showcase your learnings and experiences.
Own one word
Decide on a word. One word that you want to be known for in the coming decade. And then stick to it. Build around the word. Honda is reliable. Volvo is safe. Tesla is disruptive. What is your brand known for?
Turn your pitch into a dance
Write your story. Tweak it for different audiences. Have up to ten examples, illustrations, and experiences to share. Practice your pitch like a live play on broadway. Have a structure. Make it seamless. Do not refer to the deck constantly. In fact, never refer to your slides. Keep minimal matter on your deck. Take everyone around on a journey.
Finally remember, great stories are always unexpected!