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Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
Storytelling:	
  	
  
                      Why	
  it	
  ma1ers	
  
                             	
  and	
  	
  
                       How	
  to	
  Do	
  It	
  




January	
  2012	
  
“Storytelling	
  is,	
  by	
  far,	
  the	
  
most	
  underrated	
  skill	
  in	
  business”	
  
Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
Stories	
  and	
  storytelling	
  	
  
   are	
  all	
  around	
  us	
  
Cave	
  drawings	
  daEng	
  back	
  to	
  15,000	
  to	
  13,000	
  BC	
  
William	
  Shakespeare	
  
The	
  Grimm	
  Brothers	
  
Eminem	
  
Rick	
  Mercer	
  
Ron	
  Popeil	
  
Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
Why	
  do	
  Stories	
  Work	
  so	
  Well?	
  
      1.  They’re	
  memorable	
  
      2.  They’re	
  mo0va0ng	
  
      3.  And	
  now	
  they’re	
  really	
  
          shareable	
  	
  
But	
  what	
  does	
  storytelling	
  	
  
have	
  to	
  do	
  with	
  startups?	
  
Everything!	
  
But	
  Here’s	
  The	
  Thing……	
  
Most	
  startups	
  
are	
  bad	
  storytellers	
  
No	
  PerspecEve	
  
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	
  



 A1ract	
  
Employees	
  
Convince	
  
                friends	
  &	
  
                  family	
  


   Get	
            A?ract	
  
Customers	
        Employees	
  
Convince	
  
Raise	
  Capital	
     friends	
  &	
  
                         family	
  


     Get	
                 A?ract	
  
  Customers	
             Employees	
  
Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
What	
  do	
  	
  
you	
  do?	
  
What	
  do	
  you	
  do?	
     Who	
  needs	
  
                                  it?	
  
What	
  do	
  you	
  
                      do?	
  




What	
  are	
  
 the	
  key	
                              Who	
  needs	
  it?	
  

benefits?	
  	
  
What	
  do	
  
                 you	
  do?	
  


How	
  are	
  
   you	
  
                                    Who	
  needs	
  
unique	
                               it?	
  
  from	
  
 rivals?	
  
                 What	
  are	
  
                  the	
  key	
  
                 benefits?	
  	
  
….And	
  



 WIIFM?	
  
What	
  does	
  your	
  company	
  do?	
  
  What	
  are	
  the	
  benefits?	
  
   What’s	
  in	
  it	
  for	
  me?	
  
Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
Think	
  Stories,	
  Not	
  Products	
  
Put	
  Yourself	
  in	
  the	
  Other	
  Person’s	
  Shoes	
  
Party	
  Where	
  the	
  Party	
  is	
  Happening	
  
Be	
  Different,	
  Unique…or	
  Both	
  
Storytelling: Why it matters - Entrepreneurship 101 (2012/2013)
“To	
  hell	
  with	
  facts!	
  	
  
We	
  need	
  stories.”	
  
-­‐  Ken	
  Kesey	
  
Thanks!	
  
www.markevans.ca	
  
	
  


@markevans	
  
	
  

mark@markevans.ca	
  



       h1p://bit.ly/startupscanada	
  
       	
  

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