Sharing Your Story, Connect on a Human Level, and Grow

I recently took on two new clients as an FCMO.

One of the first conversations we have (even before engaging), is exploring the Founder's story:

• How'd you get here?
• Why did you make the choices you did?
• What drove you to make the jump that so few make?

(Side note: Early in my career I actually lost a prospective client because I asked her during an intro meeting the question "why": was there was any unique driving factor that motivated her to walk away from a lucrative career and focus on being a stay at home parent, and why she made it (she had initially brought this up and talked about it for quiet some time… so I didn't really see the problem She was offended that I would "pry"). I ask this because often, the reasons why we do things inform key personality traits that can then be expanded into the brand, marketing and positioning of your company).

I've learned a little since then.

See, as a life long student of human behavior, it's fascinating to me to see the parallel between storytelling and its powerful application in modern business practices, especially in the life sciences.

While another client had taken over a business with such a sordid past that there was no way they could tell that story, many of my clients have opened the doors to customer growth through illuminating their journey in some fashion: one even built a (10,000+) community in a few short weeks based on the story of developing the science for their innovation.

Yet so many life science founders and leaders, deeply engrossed in the technical and scientific aspects of their business, often overlook the importance of storytelling in connecting with their audience.

So what, you say?

I often hear "Who cares—I've created innovation—I don't need a story to sell it."

I wish that was true, but it's simply not. I've talked about this plenty before, so I won't rehash it here.

Without your story, you're going to run into several challenges:

1. Difficulty in Communicating Your Value: Without a compelling narrative, it can be hard to convey the significance of your innovation to non-specialists, including potential investors, customers, and partners who might not have a deep understanding of the science behind your product. This is busy world right now, and your invention is not most people's priority.
2. Lack of Human Connection: Humans are wired to remember and engage with stories far more than raw data. A focus solely on the technical aspects may fail to evoke the emotional connection that stories can, making it harder to build trust and loyalty with your audience. This is happening right now with a previous client of mine: they refused to tell the story that brought them to the solution to a huge problem in the market, and they refuse to showcase the team that made it happen. Since they lost a distribution deal with a large global manufacturer and distributor and the company has no direct human connection to the buyer, no one knows who they are. This is creating big problems for them in growing today. They're the little guy, and unfortunately most buyers don't have time for them.
3. Missed Opportunities for Differentiation: In a crowded marketplace, the unique journey that led to the creation of your device and the personal commitment of your team are powerful differentiators that can set you apart from competitors. Louder for those in the back. And louder still for the founder I lost at the beginning of this post.

How Storytelling is Part of Your Solution

Your invention—a small, yet groundbreaking device (or therapy) probably addresses a key issue overlooked by larger devices—represents not just a technological advancement but a narrative rich with human endeavor, innovation, and problem-solving.

Incorporating storytelling into your communication strategy can accelerate adoption by:

• Humanizing Your Brand: Sharing your journey, the obstacles you've overcome, and the motivation behind your invention can make your brand more relatable and memorable.
• Enhancing Comprehension and Recall: Stories can simplify complex concepts, making it easier for your audience (and future customers) to understand and remember the problem your device solves.
• Building Emotional Engagement: A compelling narrative can evoke emotions, fostering a deeper connection with your audience that goes beyond the functional attributes of your product. Yes, even doctors and scientists have emotions. Don't believe me? Next time you're at a trade show, look how excited people are for t-shirts. T SHIRTS.

What You Might Do Instead

If you're going to grow your company (and save yourself), you can do a few things quickly:

1. Begin with Your "Why": Articulate the core motivation behind your work. Simon Sinek's (love his book) concept of starting with "why" emphasizes the importance of communicating your purpose and belief as the foundation of your brand story. This approach can resonate deeply with your audience, aligning them with your vision and values.
2. Craft a Compelling Narrative: Develop a story that encompasses the inception of your idea, the challenges you faced, the breakthrough moments, and the impact your device aims to have. This narrative should be woven into all your communications, from your website to investor pitches and beyond.
3. Use Multiple Storytelling Platforms: Leverage various mediums—blogs, videos, podcasts, and social media—to share different facets of your story. This multi-channel approach can increase your reach and engagement with diverse audiences.
4. Engage with Your Community: Encourage your team, customers, and partners to share their stories and experiences related to your device. This collective storytelling can enrich your brand's narrative and foster a strong community around your innovation.

For further exploration on the power of storytelling in business, Simon Sinek's "Start with Why" offers profound insights into how leaders can inspire action by first articulating their purpose.

Additionally, "The Storytelling Edge" by Joe Lazauskas and Shane Snow provides practical advice on how to use storytelling to communicate more effectively, build empathy, and drive engagement.

Integrating storytelling into your communication strategy is not just about selling a product; it's about sharing a vision, connecting on a human level, and building a community that believes in what you're doing.

By embracing your narrative, you not only enhance the visibility and appeal of your life science innovation but also accelerate the journey toward success.

Tell your story, grow your company, and save yourself.

—B

PS: If you have a moment and want to learn more about how telling your story can help you grow, book some time with me.

PPS: check out my digital marketing agency.