The Power of Storytelling for Startups

Photo by Austin Distel on Unsplash

Imagine this: You're a startup founder. You're doing pretty well.

You've raised one or two successful VC rounds, and while for many people, this would be "winning," you know better: this is just the start.

One of the things that non-startup people don't understand is that when you raise money, you increase the stakes.

By taking that money, you've turned the treadmill up to 11. And, you've got to now run at full-speed while countless people look over your shoulder and question everything.

Your investors bet on you, and they expect returns. Any chance you have to make your pitches, marketing, sales, and internal communications more efficient and effective is something you need to consider.

While it may not seem like this is the moment to invest in storytelling, I promise you, it is the single best investment you can make at this stage.

And you don’t even have to be a “great storyteller” to make use of the benefits of story. Using narrative structure to inform your brand’s messages and communications will make every aspect of business easier, simpler, and more effective.

Storytelling is how great companies became great

Every great company, all the ones you look up to and wish yours could be like, tell stories.

They tell the story of their products, of their people and most importantly, they tell the story of their customers.

This is how you master marketing ( and sales ) in 2022.

Storytelling is how human beings evolved. Stories can change our brain chemistry. They build trust and empathy, and when told well, make your customers feel like the hero.

Early-stage startups ( pre-seed or seed funded ) companies benefit from storytelling more than other organizations. This is because startups are, by their very definition, new ideas, and nothing helps people understand something new like a good story.

So, what's the story you're trying to tell?

Not your elevator pitch ( though not dissimilar ), but your story.

If you're at a party, and someone asks what you do, what is the version of the explanation that makes the person you're talking to say...wow? ( then turn around and say, "Hey Sue, you gotta come over and hear this." )

That's the story you want to tell.

Storytelling across your organization

Storytelling isn't just for getting new customers.

You can use the power of story ( or versions of your story ) throughout your organization. Here’s how storytelling improves your communications with different groups in and outside your startup:

For investors

Anyone with money ( high-net-worth individuals and institutional investors ) hear dozens, if not hundreds, of pitches a month. So which do you think is going to resonate more with this audience?

An average, minimum-effort pitch, listing the features of your new platform/invention/service?

Or a distinct arc, starting with the problem real people are facing, and moving through the solution you’ve created that makes lives better and happens to be highly marketable?

For your team

Even the best-run startups are organized chaos. There are a million things to do, never enough time to do them and now that you've raised money, new staff to get up to speed and get focused.

Having a consistent story and vision for your team means that even when you are stretched thin, your team can make the right decisions knowing they are moving towards the vision you've laid out for them. In addition, a common goal makes teams more productive.

A great story is also a powerful motivator. You're not building an integrated technology platform for hailing a car. Instead, you're creating the safest, easiest and most convenient way to get home safe and sound to your loved ones ( thanks, Uber ).

For new hires

What is recruiting, if not selling your company ( culture, opportunity, team members ) to other talented individuals?

Not only do we all want to be wooed some, but we also want to work for something ( and someone ) we believe in. Again, storytelling is our way to express your grand vision and attract the talent you need to be successful. A great story will align new staff with your dream faster, meaning they'll contribute quality work sooner, and you'll reduce turnover by weeding out the people who were just in it for a paycheck and who bail at the first big challenge that appears.

For the press

A great way to get press for your startup is to write the story and deliver it mostly formed to members of the media. A memorable, compelling story that piques the reader's interest is high-value to publications. So give them that great story, get that press and the recognition that comes with it.

For your accountant

No shit. A great story can save you money. Saving money makes every accountant happy. :)

The more organized your company’s core message is, both internally and externally, the less duplicate work your team has to do. Clear, efficient communication means that you avoid work silos, save time, and even reduce turnover.

Research has proven that employees and teams who feel their work is meaningful and connected to a core mission are more efficient, happier, and less likely to leave for new horizons. And every time you don’t have to hire a new team member? Saves you $30k on average in HR costs.

The better you are and the more ingrained you make storytelling in your organization, the longer you'll be able to go without an internal comms team. A smaller team means less spending or lets you spend that money on the product.

But storytelling is complicated, and I don't know where to start

We hear this every day, and we understand.

Storytelling hasn't been the conventional solution taught to most people. Because it is harder to do well, it takes work, practice and commitment.

The good news is that we can help.

We're Brazen Communications, and we help founders and executives of early-stage climate, green-tech, and sustainability-focused companies tell great stories and attract more customers.

We work with you to craft the most compelling version of your story. Then, we show you how to use that story across your organization to move faster, recruit better and be more effective.

All you have to do is ask.

The best part? Our entire business model is about making our help redundant and getting you to a point where we're no longer needed.

A fifteen-minute call is all it takes to get started. You can book that at any time that is convenient below.