Founders as Chief Storytellers

Every startup begins when the founder starts telling its story. To anyone. And it snowballs from there. So, from its beginnings as a kernel of an idea, you’re not just up against direct competitors for leads and conversions, you're competing with everyone, everywhere for attention. Every day. It goes without saying then, that the ongoing thought and effort you put into communicating your story matters - not just for customers, new hires and the media, but also future investors.

You’ve made a great start. In advance of your launch, you began slow-building a credible track record and deepening it with ongoing build-in-public stories of commitment, tenacity and results. Plus, you dropped some reputational bread crumbs along the way that show why you’re the person that’s leading and making waves in the market.?

But now you’re consumed by growing, fast, so you don’t have time for much else.?

Here’s the conundrum. It’s a given that founders must focus on the business, rather than spend time talking, writing or sharing insights. But, there's also an ongoing need to work on garnering attention, engaging the curiosity of customers and creating interest amongst potential investors. To do that, you need to get people talking about the things you’ve been sidelining: your story, products and purpose.

Setting up a fly-wheel of founder-led content, where you’re the chief storyteller, could be the answer.?

There are countless examples of wildly successful founders who, through a strategic plan of actively sharing their story, skills and clearly signalling to the market that they’re an emerging authority, have significantly aided the speed of their company’s growth. That said, it’s a strategy that’s not without its complexities and challenges, especially with limited time.?

Let’s briefly explore two skill-based challenges you need to master: Simplifying complex ideas and crafting stories.

Challenge 1: Simplifying Complex Ideas

It’s been said that every company is now in software. So founders, developers and engineers everywhere, have the added task of clearly explaining technical ideas to people who don’t have a technical background. Deciphering these complex concepts into easily understood language is a common challenge.?

However, leaving this communication gap unresolved can hinder your growth opportunities and obscure the startup's value proposition in a crowded marketplace.

While many people (especially those who are technically grounded) generally focus on conceptual clarity in their explanations, they often forget to give context. And context is the key to successfully communicating ideas. Taking the time to explain situations and ‘connecting the dots’ between technical jargon and those impacted (stakeholders, investors, customers, users) keeps people engaged, informed and aligned with the direction you’re taking.

In short, explain the impact, not the process.

When it comes to explaining technical things in simple terms, a good rule of thumb is to talk about what something can do rather than how it works. By focusing on what it does and the impact that has on people and processes, you’re keeping the conversation within a landscape that your listener or reader understands, and demonstrates to them the potential value it has to (and on) them.

Techniques for Simplifying Complex Concepts

1. Use Analogies or Metaphors

Startups thrive on innovation, and that often involves complex ideas, so it's crucial for founders to translate these complexities into clear takeaways. Two techniques that are commonly used are analogies (logically showing/comparing how two things are alike) and metaphors (figuratively creating a mental image in the person’s mind).?

Using the right analogy or metaphor, you’ll be able to explain your product or service in a way that’s immediately understood. This technique is particularly effective when you choose an analogy that relates to common, everyday or shared experiences that your listener or reader connects with, or interests them.?

2. Illustrate to Educate

Another useful method for explaining obscure, difficult or complex ideas is the use of visuals.

Many people learn by seeing rather than hearing. In fact, 65% of the population are visual learners. Therefore it can be helpful to codify your ideas into diagrams, models, and other visual frameworks to get your point across.

3. Find an Expert Interpreter

If you struggle with explaining complexities in a language that non-technical people understand, it's crucial to find an expert who can interpret your ideas into clear templates and explanations. A skilled ghostwriter can be a powerful ally when unraveling complexities into digestible prose and models that clearly articulate your vision and impact, thus making it accessible to diverse audiences.?

Challenge #2: Crafting Compelling Narratives

Weaving narratives around technological innovations, can transform what seems like an abstract idea (to non-technical people) into something that captivates investors, customers, and employees alike. These stories are key to establishing an emotional connection that resonates on a more personal level.?

Consider the many stories of Silicon Valley startups who have revolutionised their markets. By integrating personal anecdotes and industry insights, those founders have progressively cultivated a sense of authenticity and positioned themselves as thought leaders in their respective fields.?

Instead of focusing solely on technical specifications, successful founders consistently emphasise how their innovations empower people and businesses. They also foster a community of forward-thinking entrepreneurs around them, who are eager to embrace the future. Building these emotional connections fosters trust, loyalty and makes it more likely for customers to engage with your products or services.

Techniques for Structuring Founder Stories

The most common issue with storytelling is knowing where to start. You can use a three act structure, seven plot points, a story circle, story diamond or six narrative arcs – pick one that works for you, but make sure not to miss out on the context/problem section. Many people want to jump ahead, but it's the setup that can make or break your story and is often the most engaging.??

Here’s a structure to play with:

1. The current normal/status quo and why it’s not working (context)
2. Why this issue/problem is important (passion and personality)
3. What’s changed about the world - new tech, behaviour, regulations, society - that now allows you to solve it (timeliness)
4. What’s the turning point/change that’s possible (explosion)
5. What’s the new-normal look like (forward motion)

If you want to do some soft selling, you can also add:

1. Why it’s the right decision/path to follow (credibility)
2. What the person should do now (CTA)

Becoming the New Normal

The journey from founder to chief storyteller is not merely a professional endeavour - it's a transformative process that can define the trajectory of a startup.?

Embracing storytelling and codifying ideas, allows you to transcend the complexities of your innovations, and forge connections that endure beyond mere business transactions, to become a shared vision of progress and possibility.

Your story is more than a sequence of events - it's a catalyst for change (from ‘normal’ to ‘new normal’) and once you’ve started, remember to step back and watch as your ideas unfold, resonate and inspire the future.

?? ??’?? ???? ???????? I don’t just ghostwrite stories and content for founders. I help you transform your insights, knowledge and experience into digestible snapshots that capture minds and markets.

Ready to get started? Send me a DM – and we can see if we're a fit for each other.?

#founder #solopreneur #thoughtleader #ghostwriter #copywriter #startuplife