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LOUD STORY 
STARTUP LEAGUE 
2014-2015
MEETUP #1 - WHAT IS STORYTELLING
COMING UP - STORYTELLING &… 
PITCHING 
WRITING 
EXPLAINER VIDEO 
PRESS RELATIONS 
CROWDFUNDING 
WHERE TO FIND STORIES EACH...
STORYTELLING 
FOR STARTUPS 
@AlexisNiki 
alexisniki@gmail.com 
www.storynova.com
“The way you make real money, the way 
you make real impact, the way things get 
changed is by great storytelling. It’s 
a...
WHY STORYTELLING? 
ALIGN 
HONE YOUR MISSION 
REVEAL BLIND SPOTS 
MOTIVATE YOUR TEAM 
BUILD YOUR CULTURE 
SOLIDIFY STRATEGY...
STORIES SPEAK TO 
OUR EMOTIONS. 
WE IDENT I F Y 
OURSELVES IN 
THEM.
STORIES REFLECT AND 
SHAPE OUR VALUES, 
BELIEFS, IDENTITY, 
C U LT U R E , A N D 
BEHAVIOR.
WE DO MORE THAN 
TELL, LISTEN TO, 
AND SHARE 
STORIES. 
WE LIVE THEM. 
©Michael)Sohn)/)AP
COLLECTIVELY...
...AND INDIVIDUALLY.
W E A R E E A C H T H E 
H E RO OF OUR OWN 
C O M P E T I N G S T O R I E S
“You know, for kids!” 
- Norville Barnes, Hoola Hoop Inventor 
The Hudsucker Proxy
FAILED JUILLIARD AUDITION 
TOOK 4 YEARS TO COMPLETE MASTERS 
FAILED 25 AUDITIONS BEFORE FIRST JOB 
NEVER BECAME A CONCERTM...
FIRST MAJOR AWARD AT 10 
FIRST CONCERT TOUR AS SOLOIST AT 11 
9 DIPLOMAS FROM 7 INSTITUTIONS 
ORCHESTRAL JOB FOR 20+ YEARS...
HOPE 
FEAR
HOPE-FEAR CYCLE
HERO WITH A GOAL
WORTHY ANTAGONIST
CONFLICT
FICTON NON'FICTION PURPOSEFUL 
MAN0vs0MAN MAN0vs0NATURE MAN0vs0SOCIETY
http://youtu.be/uFDnT_xgqJ0?t=48s 
GUY KAWASAKI
WHAT DOES HOPE? 
WHAT DOES HE FEAR?
HIS HEAD WON’T HURT 
THAT IT WILL
A RETURN ON INVESTMENT 
FEEL LIKE AN IDIOT FOR WASTING HIS TIME
HEAR SOMETHING GREAT 
HEAR MORE CRAP
MEET A FOUNDER WHO GETS IT 
HAVE TO DEAL WITH ONE WHO DOESN’T
DISCOVER A HOT STARTUP 
CONFRONTED WITH ANOTHER INSANE IDEA
YOUR JOB: 
RESOLVE HIS CONFLICT
BUT FIRST RESOLVE YOURS
CLOSE THE GAP BETWEEN YOUR 
INTERNAL STORY AND THE STORY YOU 
WANT TO SHARE WITH THE WORLD.
RETHINKING 
RESEARCHING 
STRATEGIZING 
REINVENTING 
PIVOTING 
STEPPING BACK 
LETTING GO 
MASTERING SKILLS 
WRITING 
REWRIT...
HOW CAN I HELP YOU WITH YOUR STORY? 
@AlexisNiki 
alexisniki@gmail.com 
www.storynova.com
PART II 
CASE STUDY
LET'S PLAY !
LET'S SAY 
YOU WANT 
TO LEARN 
TO CODE
DO YOU CONNECT?
DO YOU CONNECT?
DO YOU CONNECT?
LET'S SAY 
YOU'RE 
LOOKING 
FOR AN 
ACCELERATOR
DO YOU CONNECT?
DO YOU CONNECT? 
www.founderinstitute.fr
DO YOU CONNECT? 
www.fi.co
DO YOU CONNECT?
DO YOU CONNECT?
YOUR STORY BEGINS AT DAY 1
CORE STORY = BRAND IDENTITY 
t 
STEP 1
t 
STEP 1 
CORE STORY = BRAND IDENTITY 
PURPOSEPERSONALITY
t 
STEP 1 
CORE STORY = BRAND IDENTITY 
PURPOSEPERSONALITY 
AUDIENCE
LITTLE STORIES 
LITTLE STORIES 
LITTLE STORIES LITTLE STORIES 
LITTLE STORIES 
LITTLE STORIES 
LITTLE STORIES 
LITTLE STOR...
CASE STUDY
WARBY PARKER 
2014
2011 
INITIAL WEBSITE
MISSION STATEMENT 
2014
#1 THEIR REASON FOR BEING 
"We're trying to 
solve the issue 
of glasses being 
too expensive."
#1 THEIR REASON FOR BEING 
THE HERO'S JOURNEY 
Hero: a person who can't do anything without glasses 
and is kicked in the ...
#1 THEIR REASON FOR BEING 
"Glasses with a distinct 
design, priced affordably 
($95), and with a great 
webs i te and sho...
#2 THEIR BRAND UNIQUENESS 
COLLEGIATE 
VS. 
PREPPY
FUNNY 
SOPHISTICATED 
WORLDY 
KNOWLEDGEABLE 
COLLEGIATE CURIOUS 
VINTAGE 
WILD 
LITTERARY
FUNNY 
SOPHISTICATED 
WORLDY 
KNOWLEDGEABLE 
COLLEGIATE CURIOUS 
VINTAGE 
WILD 
LITTERARY 
A CURIOUS BRAND THAT'S ALL ABOU...
#3 THE CHOICE OF THE NAME 
BRAINSTORMING 
"Writers who go against 
the grain." 
The Beat Generation
#3 THE CHOICE OF THE NAME 
TEST W/ 200 FRIENDS 
"Gut Reaction: Positive, 
Neutral, Negative?" 
"Spontaneous 
associations ...
#4 THE MISSION 
the 4th photo of the carrousel
#4 THE MISSION
#5 MVP 
product website PR firm
#6 THE STORIES
#6 THE STORIES
#6 THE STORIES 
#WPClassTrip
#6 THE STORIES 
FOCUS 
is it authentic? 
does it tell a compelling story? 
does it do good in the world? 
is it unexpected...
DO YOU THINK 
IT WAS OBVIOUS?
GREAT BRAND STORYTELLERS 
a unique personality 
a clear sense of purpose 
their own world 
credible story 
create a desire
BE AUTHENTIC 
FOCUS ON YOUR AUDIENCE 
TELL A STORY FROM YOUR FACTS
PRACTICE
#1 
ANALYZE YOUR COMPETITORS' WEBSITES & 
LOOK FOR THEIR STORY 
-> WHAT IS UNIQUE ABOUT YOURS? 
#2 
DEFINE WHO YOU ARE VS....
#3 
DEFINE YOUR BRAND HERO 
BASED ON FICTION OR REALITY, IMAGINE YOUR 
TARGET AUDIENCE: DESCRIBE HIM/HER AS 
PRECISELY AS ...
INSPIRING STORYTELLERS 
Stanley Hainsworth 
Tether Inc 
Jonah Sachs 
Free Range Studios 
http://goo.gl/N1wSg9 http://winni...
QUESTIONS, FOLKS?
I CAN DO 
THIS… 
COME ON, THIS IS 
NOT THE RIGHT 
POSITION!!! 
…WITH YOUR FEEDBACK
WORKSHOP #LSSL 
FOR STARTUPS 
REGISTER ON LOUDSTORY.COM
BOOST YOUR CAREER WITH STORYTELLING 
OCT. 7, 9:00am-12:00pm - 90€ - PARIS 75001 
KEY TAKEAWAY: 
Craft a story that you can...
alexisniki@gmail.com 
@AlexisNiki 
00.33.(0)6.87.03.95.32 
storynova.com 
brocafleur@gmail.com 
@LoudStory 
00.33.(0)6.84....
An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
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An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

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What storytelling is, how it works and how to use it in your everyday startup life. Some of the basic building blocks of compelling narratives and a case study on Warby Parker.
Connect to www.loudstory.com for more content on storytelling for startups.

Veröffentlicht in: Business

An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

  1. 1. LOUD STORY STARTUP LEAGUE 2014-2015
  2. 2. MEETUP #1 - WHAT IS STORYTELLING
  3. 3. COMING UP - STORYTELLING &… PITCHING WRITING EXPLAINER VIDEO PRESS RELATIONS CROWDFUNDING WHERE TO FIND STORIES EACH WEEK? …
  4. 4. STORYTELLING FOR STARTUPS @AlexisNiki alexisniki@gmail.com www.storynova.com
  5. 5. “The way you make real money, the way you make real impact, the way things get changed is by great storytelling. It’s always been that way, and it always will be that way. Because we’re human beings, and that’s what we like.” - Gary Vaynerchuk Entrepreneur & Brand Consultant
  6. 6. WHY STORYTELLING? ALIGN HONE YOUR MISSION REVEAL BLIND SPOTS MOTIVATE YOUR TEAM BUILD YOUR CULTURE SOLIDIFY STRATEGY DELIVER VALUE COMMUNICATE SHOWCASE PRODUCT ATTRACT & SERVE CLIENTS CONVINCE INVESTORS REFRAME POSITION YOUR COMPANY
  7. 7. STORIES SPEAK TO OUR EMOTIONS. WE IDENT I F Y OURSELVES IN THEM.
  8. 8. STORIES REFLECT AND SHAPE OUR VALUES, BELIEFS, IDENTITY, C U LT U R E , A N D BEHAVIOR.
  9. 9. WE DO MORE THAN TELL, LISTEN TO, AND SHARE STORIES. WE LIVE THEM. ©Michael)Sohn)/)AP
  10. 10. COLLECTIVELY...
  11. 11. ...AND INDIVIDUALLY.
  12. 12. W E A R E E A C H T H E H E RO OF OUR OWN C O M P E T I N G S T O R I E S
  13. 13. “You know, for kids!” - Norville Barnes, Hoola Hoop Inventor The Hudsucker Proxy
  14. 14. FAILED JUILLIARD AUDITION TOOK 4 YEARS TO COMPLETE MASTERS FAILED 25 AUDITIONS BEFORE FIRST JOB NEVER BECAME A CONCERTMASTER UNFOCUSED, UNDISCIPLINED DOESN’T PRACTICE ENOUGH
  15. 15. FIRST MAJOR AWARD AT 10 FIRST CONCERT TOUR AS SOLOIST AT 11 9 DIPLOMAS FROM 7 INSTITUTIONS ORCHESTRAL JOB FOR 20+ YEARS CLASSICAL, JAZZ, ACOUSTIC & ELECTRIC VIOLIN, IRISH FIDDLE COMPOSER AWARD-WINNING CHOIR DIRECTOR HAS TRAVELED THE WORLD HAS LIVED IN 4 DIFFERENT COUNTRIES
  16. 16. HOPE FEAR
  17. 17. HOPE-FEAR CYCLE
  18. 18. HERO WITH A GOAL
  19. 19. WORTHY ANTAGONIST
  20. 20. CONFLICT
  21. 21. FICTON NON'FICTION PURPOSEFUL MAN0vs0MAN MAN0vs0NATURE MAN0vs0SOCIETY
  22. 22. http://youtu.be/uFDnT_xgqJ0?t=48s GUY KAWASAKI
  23. 23. WHAT DOES HOPE? WHAT DOES HE FEAR?
  24. 24. HIS HEAD WON’T HURT THAT IT WILL
  25. 25. A RETURN ON INVESTMENT FEEL LIKE AN IDIOT FOR WASTING HIS TIME
  26. 26. HEAR SOMETHING GREAT HEAR MORE CRAP
  27. 27. MEET A FOUNDER WHO GETS IT HAVE TO DEAL WITH ONE WHO DOESN’T
  28. 28. DISCOVER A HOT STARTUP CONFRONTED WITH ANOTHER INSANE IDEA
  29. 29. YOUR JOB: RESOLVE HIS CONFLICT
  30. 30. BUT FIRST RESOLVE YOURS
  31. 31. CLOSE THE GAP BETWEEN YOUR INTERNAL STORY AND THE STORY YOU WANT TO SHARE WITH THE WORLD.
  32. 32. RETHINKING RESEARCHING STRATEGIZING REINVENTING PIVOTING STEPPING BACK LETTING GO MASTERING SKILLS WRITING REWRITING PRESENTING PERFORMING PRACTICING WORDSMITHING
  33. 33. HOW CAN I HELP YOU WITH YOUR STORY? @AlexisNiki alexisniki@gmail.com www.storynova.com
  34. 34. PART II CASE STUDY
  35. 35. LET'S PLAY !
  36. 36. LET'S SAY YOU WANT TO LEARN TO CODE
  37. 37. DO YOU CONNECT?
  38. 38. DO YOU CONNECT?
  39. 39. DO YOU CONNECT?
  40. 40. LET'S SAY YOU'RE LOOKING FOR AN ACCELERATOR
  41. 41. DO YOU CONNECT?
  42. 42. DO YOU CONNECT? www.founderinstitute.fr
  43. 43. DO YOU CONNECT? www.fi.co
  44. 44. DO YOU CONNECT?
  45. 45. DO YOU CONNECT?
  46. 46. YOUR STORY BEGINS AT DAY 1
  47. 47. CORE STORY = BRAND IDENTITY t STEP 1
  48. 48. t STEP 1 CORE STORY = BRAND IDENTITY PURPOSEPERSONALITY
  49. 49. t STEP 1 CORE STORY = BRAND IDENTITY PURPOSEPERSONALITY AUDIENCE
  50. 50. LITTLE STORIES LITTLE STORIES LITTLE STORIES LITTLE STORIES LITTLE STORIES LITTLE STORIES LITTLE STORIES LITTLE STORIES t STEP 2 CORE STORY
  51. 51. CASE STUDY
  52. 52. WARBY PARKER 2014
  53. 53. 2011 INITIAL WEBSITE
  54. 54. MISSION STATEMENT 2014
  55. 55. #1 THEIR REASON FOR BEING "We're trying to solve the issue of glasses being too expensive."
  56. 56. #1 THEIR REASON FOR BEING THE HERO'S JOURNEY Hero: a person who can't do anything without glasses and is kicked in the stomach every time he tries to buy a pair in a regular store. Villain: the eyewear industry. Fear: losing or breaking his unique pair, because without insurance, he would remain short-sighted or have to buy a cheap ugly pair. Hope: being able to look good with glasses without leaving the store with an empty wallet. (A world where the dominating industry would be defeated.)
  57. 57. #1 THEIR REASON FOR BEING "Glasses with a distinct design, priced affordably ($95), and with a great webs i te and showroom experience."
  58. 58. #2 THEIR BRAND UNIQUENESS COLLEGIATE VS. PREPPY
  59. 59. FUNNY SOPHISTICATED WORLDY KNOWLEDGEABLE COLLEGIATE CURIOUS VINTAGE WILD LITTERARY
  60. 60. FUNNY SOPHISTICATED WORLDY KNOWLEDGEABLE COLLEGIATE CURIOUS VINTAGE WILD LITTERARY A CURIOUS BRAND THAT'S ALL ABOUT LEARNING
  61. 61. #3 THE CHOICE OF THE NAME BRAINSTORMING "Writers who go against the grain." The Beat Generation
  62. 62. #3 THE CHOICE OF THE NAME TEST W/ 200 FRIENDS "Gut Reaction: Positive, Neutral, Negative?" "Spontaneous associations with the name?" Overwhelmingly positive No association / I've heard it somewhere…
  63. 63. #4 THE MISSION the 4th photo of the carrousel
  64. 64. #4 THE MISSION
  65. 65. #5 MVP product website PR firm
  66. 66. #6 THE STORIES
  67. 67. #6 THE STORIES
  68. 68. #6 THE STORIES #WPClassTrip
  69. 69. #6 THE STORIES FOCUS is it authentic? does it tell a compelling story? does it do good in the world? is it unexpected? - Would people tell their friends at dinner? -
  70. 70. DO YOU THINK IT WAS OBVIOUS?
  71. 71. GREAT BRAND STORYTELLERS a unique personality a clear sense of purpose their own world credible story create a desire
  72. 72. BE AUTHENTIC FOCUS ON YOUR AUDIENCE TELL A STORY FROM YOUR FACTS
  73. 73. PRACTICE
  74. 74. #1 ANALYZE YOUR COMPETITORS' WEBSITES & LOOK FOR THEIR STORY -> WHAT IS UNIQUE ABOUT YOURS? #2 DEFINE WHO YOU ARE VS. WHO ARE YOU NOT – WORD LIST OR MOODBOARD -> DEFINE YOUR BRAND FROM AN EMOTIONAL STANDPOINT
  75. 75. #3 DEFINE YOUR BRAND HERO BASED ON FICTION OR REALITY, IMAGINE YOUR TARGET AUDIENCE: DESCRIBE HIM/HER AS PRECISELY AS POSSIBLE: EXTERIOR AND INNER SELF. THE HERO WRITES A LETTER ABOUT HIS/HER BROKEN WORLD WRITING TO ONE OF HIS CLOSEST FRIENDS, HE REVEALS HIS BROKEN WORLD AND EXPRESSES WHAT WOULD BE HIS UNSPOKEN DREAM / PROMISED LAND Based on 'The Story Wars' – Jonah Sachs
  76. 76. INSPIRING STORYTELLERS Stanley Hainsworth Tether Inc Jonah Sachs Free Range Studios http://goo.gl/N1wSg9 http://winningthestorywars.com/ Adam Lisagor Sandwich video http://goo.gl/fVjt2Y http://www.rudebaguette.com/2013/03/09/the-key-thing-entrepreneurs-need-to-understand- about-storytelling/
  77. 77. QUESTIONS, FOLKS?
  78. 78. I CAN DO THIS… COME ON, THIS IS NOT THE RIGHT POSITION!!! …WITH YOUR FEEDBACK
  79. 79. WORKSHOP #LSSL FOR STARTUPS REGISTER ON LOUDSTORY.COM
  80. 80. BOOST YOUR CAREER WITH STORYTELLING OCT. 7, 9:00am-12:00pm - 90€ - PARIS 75001 KEY TAKEAWAY: Craft a story that you can apply to your work life. REGISTER AT WWW.STORYNOVA.COM
  81. 81. alexisniki@gmail.com @AlexisNiki 00.33.(0)6.87.03.95.32 storynova.com brocafleur@gmail.com @LoudStory 00.33.(0)6.84.23.99.58 loudstory.com

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