“Startups that are failing tend to be struggling to tell a compelling story.”
Last week, the Dittoe Public Relations team was given the opportunity to take a front row seat as hundreds of entrepreneurs, founders and creative technologists from across the country converged on Indianapolis for the city’s first startup conference, The Powder Keg.
The Powder Keg introduced something brand new to Indianapolis by creating a series of events that exemplified the spirit of entrepreneurship: sharing and leveraging the power of perspective shifting ideas so they can spread as widely and effectively as possible.
The entrepreneur community in Indianapolis (and across the Midwest) is itself an early-stage startup, but The Powder Keg proved without a shadow of a doubt that entrepreneurial energy and momentum are no longer limited to coastal tech hubs.
So, how can Indianapolis and other cities throughout the Midwest join the ranks of San Francisco, Los Angeles, New York and Boston as centers of creation and innovation?
Tell better stories.
Throughout The Powder Keg, an interesting theme emerged as presenter after presenter took the stage and stressed the importance of telling your company’s story.
Nobody articulated the importance of storytelling better than Scott Case, founding CTO of Priceline and CEO of Startup America Partnership: “Startups that are failing tend to be struggling to tell a compelling story.”
In the startup world, the creation of a story can seem trivial when compared to the creation of a product or service, and the notion of storytelling can seem intimidating as it often conveys a very complicated process. As a result, startups often forgo the storytelling process so they can continue focusing on building and improving their product or service.
Now, don’t get me wrong, having a finished, easy-to-use product that delivers what it promises is critical. But a well-made product or useful service is not a story, and there is no shortage of great products and services that nobody has ever heard of.
A story is something that conveys information, ideas, emotion and context in an original and engaging manner. By itself, a startup does not provide context or convey emotion; it is merely a provider of a product, service or idea.
Sometimes, founders and entrepreneurs can be so invested in ensuring their startup’s success that they forget to consider the big picture: “What does this mean to those who aren’t invested (financially or emotionally) in our company?” “How does this new product change or improve upon something that has already been done?”
The amazing thing about early-stage startups is that every one of them has a story. And, having worked with more than a few, I can tell you that startup stories are some of the most entertaining ones you’ll ever hear.
Never underestimate the importance of just telling a good story. To make others care about your company or idea—whether you’re pitching your startup to potential investors, clients, partners and journalists, or just conversing with friends and family— you need to engage them with a story that conveys information, ideas, emotion and context.
What’s your startup’s story?