Storytelling: Why it matters

and How to Do It

January 2012

“Storytelling is, by far, themost underrated skill in business”

Stories and storytellersare all around us

Cave drawings dating 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 memorable2. They’re motivating3. And now they’re really

shareable

But what does storytelling have to do with startups?

Everything!

But Here’s The Thing……

Most startupsare bad storytellers

No Perspective

They 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

Attract Employees

Convince friends &

family

Attract Employees

Get Customers

Convince friends &

family

Attract 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?

What problem are you solving?

WIIFM?

….And

The fuel for your marketing channels

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

Thanks!www.markevans.ca

@markevans

mark@markevans.ca

http://bit.ly/startupscanada