Your startup needs someone to be its lead storyteller (TechCrunch)
When it all comes down to it, what is a business?
You are an organization that has identified a pain point that people are experiencing. In order to remove that pain point, you are offering a product in exchange for money. It sounds so simple. In the startup world, we often talk about painkillers versus vitamins. You wouldn’t pause your favorite TV show, get in your car and drive to the pharmacy to buy vitamins. You’ll make do without for a couple of days. If you have a headache, you’ll go out of your way to pick up some headache tablets, however. The difference is the sense of urgency and need. That is where storytelling comes in.
When you think about it, every aspect of your company is about storytelling. Hiring your first employees into a startup is storytelling: You are spinning a story that contrasts their steady, reliable job at an established company, pitching it against taking a chance on your startup. Acquiring early customers fall in the same category: Why should they trust you over a larger, more established competitor? Marketing? Same. Advertising? Same. Raising investment? Oh boy — definitely an exerc...
