26. WHEN HE INTERACTS WITH THE COMPANY
(customer service, press, ads, conference…)
WHEN HE IS ALONE WITH THE PRODUCT
THE STORY IS ABOUT THE EXPERIENCE OF THE USER
28. THE INGREDIENTS OF A GOOD STORY
2 PROTAGONISTS a hero who must overcome his fear, a villain
(or hero's dark side) as the obstacle, and a mentor to guide him.
TENSION between today & tomorrow, between values & market.
EMOTION it talks to the heart more than the mind.
29. THE BRAND & THE CUSTOMER SHARE A WORLDVIEW
"Going to a market without understanding your audience's worldview
is like trying to pick a lock without bothering to notice whether it uses
a key or a combination."
The best stories don’t teach us anything new, they validate our
worldview, who we SECRETLY are.
EMPATHIZE deeply with them or use you personal experience
30. THE CUSTOMER IS THE HERO
HE HAS FEARS the obstacle to his happiness.
HE HAS HOPES his aspirations of a better self.
31. THE BRAND IS THE CUSTOMER'S MENTOR
HE EMPOWERS w/ right words, images, acts.
HE IS TRUSTWORTHY w/ proof.
HE'S THE GUY ON MY SIDE w/ experiences and flaws
32. Create you story
The hero is not
satisfied with
today's society
The hero
is the audience
The mentor
is the brand
The call to
adventure
is the mission
Define his fears
or hopes
Define who
he is
Define what
you stand for
Define the
future
The events are
the life of your
company.
THE NORTH STAR STORY
36. YOUR MISSION
WHY YOU ARE
DOING THIS
YOUR VALUES
WHAT YOU BELIEVE IN
AND STAND FOR
FIND THE MENTOR IN YOU
37. YOUR MISSION
WHY YOU ARE
DOING THIS
YOUR VALUES
WHAT YOU BELIEVE IN
AND STAND FOR
YOUR UNIQUENESS
WHAT IS DIFFERENT
ABOUT YOU
FIND THE MENTOR IN YOU
40. HIS IDENTITY
WHAT IS HIS
PERSONALITY /
LIFESTYLE
FIND THE HERO IN YOUR USER
HIS HOPES
WHAT HE'S
ASPIRING TO
HIS FEARS
WHAT HE'S
FRUSTRATED ABOUT
41. HIS IDENTITY
WHAT IS HIS
PERSONALITY /
LIFESTYLE
HIS HOPES
WHAT HE'S
ASPIRING TO
HIS FEARS
WHAT HE'S
FRUSTRATED ABOUT
VICTIM PROBLEM/SOLUTION
FIND THE HERO IN YOUR USER
43. 2 VALUES 2 EXPERIENCES
FIND THE TENSION IN YOUR STORY
44. MENTOR A YOUNG, CHARISMATIC, GRUNTING SERIAL ENTREPRENEUR WHO FEARS
NOTHING AND NO ONE – BUT HAS SCARS
HERO A 30-YO GUY WHO LIVES IN SF, WORKS HARD TO MAKE REAL MONEY AND
TREAT HIMSELF ONCE IN A WHILE
W/ FEARS THAT PEOPLE DON'T SEE HIS TRUE POTENTIAL
W/ DREAM TO MAKE IT HAPPEN, TO BECOME THE PERSON HE FEELS HE COULD BE
CALL TO ADVENTURE CLIMB TO THE TOP
PROMISE A PRIVATE DRIVER, WITHOUT THE HASSLE OR THE EXPENSES ATTACHED
TO HIRING ONE
PROOF AN APP THAT PROVIDES ON-DEMAND BLACK-CAR SERVICE
THE INGREDIENTS OF UBER'S STORYTELLING
45. BE BRIEF
START FROM THE BASICS: YOU SOLVE WHAT PROBLEM FOR
WHOM?, THEN ADD THE RELEVANT INFO FOR THIS SPECIFIC
AUDIENCE
LOOK FOR SIMPLICITY
EXCITE THEIR IMAGINATION WITH EMOTIONAL CONTENT
IF YOU HAVE MORE TIME, TELL A SHORT STORY (UX, TEAM,
PROBLEM…) + MAKE A DEMO
THE ELEVATOR PITCH
46. THE ELEVATOR PITCH
MUST EMPHASIZE WHAT'S BEST ABOUT YOU
• The technology?
• The size of the market?
• The team?
• …
47. MUST SPEAK TO THE MIND OF A SPECIFIC AUDIENCE
early adopter vs. VC vs. journalist…
• Do they know/have the problem?
• Do they know your competitors?
• Are they interested in how you make money?
• …
THE ELEVATOR PITCH
48. MUST SPEAK TO THE MIND OF A SPECIFIC AUDIENCE
EARLY ADOPTER solution + mission
VC business model + size of market + team
JOURNALIST current/new market trend
THE ELEVATOR PITCH
49. MUST ADAPT TO THE CONTEXT
trade show, Demo Day, social gathering, VC intro…
• How much time do they have?
• Will they hear/Have they heard 50 pitches on that same day?
• Can you show the product?
• …
THE ELEVATOR PITCH
50. FOR AUDIENCE WHO HAS FEAR/HOPE,
BRAND PROVIDES PRODUCT
WITH PROMISE,
BECAUSE OF PROOF.
THE ELEVATOR PITCH
51. AUDIENCE SPECIFIC AUDIENCE (HERO)
FEAR/HOPE NEED/ASPIRE/HATES (HERO)
PRODUCT VALUE PROPOSITION (MENTOR)
PROMISE MISSION (MENTOR)
PROOF SECRET SAUCE (MENTOR)
THE ELEVATOR PITCH
52. UBER'S PITCH
AUDIENCE PEOPLE LIVING IN CITIES (WITH MEANS)
FEAR/HOPE HATES BEING STRANDED/THE CRAPPY TAXI
EXPERIENCE
PRODUCT AN APP THAT INSTANTLY CONNECTS RIDERS WITH
PRIVATE DRIVERS
PROMISE A CLASSY EXPERIENCE
PROOF ROCKET SCIENCE TECHNOLOGY
53. UBER'S PITCH
FOR PEOPLE LIVING IN CITIES WITH MONEY BUT NO CAR,
WHO HATES BEING STRANDED/THE CRAPPY TAXI
EXPERIENCE, UBER IS AN APP THAT INSTANTLY CONNECTS
THEM WITH PRIVATE DRIVERS THROUGH A CLASSY
EXPERIENCE THANKS TO ROCKET SCIENCE TECHNOLOGY.
54. UBER'S PITCH
UBER IS AN APP THAT INSTANTLY CONNECTS PEOPLE WITH
PRIVATE DRIVERS THROUGH A CLASSY EXPERIENCE.
57. TRAVIS' PITCH (JUNE 2011)
UBER IS ON-DEMAND BLACK-CAR SERVICE.
WHAT WE LIKE TO SAY IS "EVERYONE'S PRIVATE DRIVER".
WHIP OUT YOUR IPHONE, PUSH A BUTTON AND IN 5
MINUTES A CAR APPEARS.
AND YOU'RE LIKE "HOW DID THAT HAPPEN??? I'M LIVING IN
THE FUTURE!!! WHAT'S GOING ON???!!!!"
AND YOU CAN SEE ON THE IPHONE THE CAR COMING TO
YOU.
58. TRAVIS' PITCH
VALUE PROP UBER IS ON-DEMAND BLACK-CAR SERVICE.
TARGET + PROMISE "EVERYONE'S PRIVATE DRIVER".
UX-STORY WHIP OUT YOUR IPHONE, PUSH A BUTTON AND IN
5 MINUTES A CAR APPEARS. AND YOU CAN SEE ON THE
IPHONE THE CAR COMING TO YOU.
70. BE THE MENTOR
THE HERO CAN TRUST
BY TELLING
WHAT YOU STAND
FOR.
"You change the world by holding your principles over,
sometimes corrupt, systems."
71. WHY DO YOU CARE,
WHAT IS THE
B.H.A.G.
YOUR USERS, EMPLOYEES
WILL WANT TO FOLLOW
"Make transportation as reliable as running water."
74. EXERCISE #1 – YOUR MISSION
20 minutes
Write a letter to your best friend.
GO BACK TO THE EMOTIONS OF THE EARLY INSPIRATION
IDENTIFY THE OBSTACLES AND OPPORTUNITIES ON YOUR MARKET
How is your mission difficult, but important and more achievable today.
75. EXAMPLES OF MARKET OPPORTUNITIES
TECHNOLOGY/SCIENCE
MORE EFFICIENCY, NEW TERRITORIES, SCIENTIFIC BREAKTHROUGHS
ECONOMIC SHIFTS
DISRUPTION, DISINTERMEDIATION, DEMOCRATIZATION
CULTURAL VALUES
TRANSPARENCY, INCLUSIVENESS, COLLABORATION, WOMEN ISSUES, GAY MARRIAGE,
ENVIRONMENTAL ISSUES, HEALTH ISSUES, FOOD ISSUES
76. EXERCISE #2 – YOUR VALUES
20 minutes
Identify the values your brand truly believes in - that no other brand do.
= consistent with the mission, but not obvious.
Think in terms of
• personal beliefs
• competition
• disruption on your market
77. WHOLENESS – Need to feel sufficient as an individual AND connected to others as part of a
bigger whole, to move beyond self interest
UNIQUENESS – Need to express personal gifts, creativity, nonconformity
PERFECTION – Need to feel mastery of skill or vocation, often through hard work or struggle
PLAYFULNESS – Need for joyful experience
BEAUTY – Need to experience and create aesthetic pleasure
JUSTICE – Need to live by high moral values and to see the world ordered by morality, to
overthrow tyranny
TRUTH – Need to experience and express reality without distortion, to tear down falsehood
RICHNESS – Need to examine life in all its complexity and diversity, to seek new experience and
overcome prejudice
SIMPLICITY – Need to understand the underlying essence of things
78. EXAMPLES OF BRAND FIGHTING FOR VALUES
UNIQUENESS – TRUTH
PERFECTION – TRUTH
WHOLENESS – JUSTICE
SIMPLICITY – BEAUTY – PLAYFULNESS
SIMPLICITY – PLAYFULNESS – JUSTICE
UNIQUENESS – BEAUTY
79. EXERCISE #3 – YOUR PITCH
20 + 10 minutes
• WRITE A 1-SENTENCE PITCH + A MINI-UX STORY FOR A VC
• Team up with another startup to practice
• Is it clear, credible & emotional? Adjust
40 minutes
• 3-4 volunteers for feedback
80. FOR AUDIENCE WHO HAS FEAR/HOPE,
BRAND PROVIDES PRODUCT
WITH PROMISE,
BECAUSE OF PROOF.
THE ELEVATOR PITCH
