This lecture focuses on defining the field of marketing communications with a particular emphasis on technology start-ups.

2. Storytelling:
Why
it
ma1ers
and
How
to
Do
It
January
2012

3. “Storytelling
is,
by
far,
the
most
underrated
skill
in
business”

5. Stories
and
storytelling
are
all
around
us

6. Cave
drawings
daEng
back
to
15,000
to
13,000
BC

7. William
Shakespeare

8. The
Grimm
Brothers

9. Eminem

10. Rick
Mercer

11. Ron
Popeil

15. Why
do
Stories
Work
so
Well?
1. They’re
memorable
2. They’re
mo0va0ng
3. And
now
they’re
really
shareable

16. But
what
does
storytelling
have
to
do
with
startups?

17. Everything!

18. But
Here’s
The
Thing……

19. Most
startups
are
bad
storytellers

20. No
PerspecEve

21. Talk
about
product,
not
what
consumers
need

22. Wrong
Toolset

23. How
do
you
start
to
tell
stories?

24. Storytelling
starts
from….

25. Baked
into
the
corporate
DNA

26. How
Come?

27. Convince
friends
&
family

28. Convince
friends
&
family
A1ract
Employees

29. Convince
friends
&
family
Get
A?ract
Customers
Employees

30. Convince
Raise
Capital
friends
&
family
Get
A?ract
Customers
Employees

32. What
do
you
do?

33. What
do
you
do?
Who
needs
it?

34. What
do
you
do?
What
are
the
key
Who
needs
it?
benefits?

35. What
do
you
do?
How
are
you
Who
needs
unique
it?
from
rivals?
What
are
the
key
benefits?

36. ….And
WIIFM?

37. What
does
your
company
do?
What
are
the
benefits?
What’s
in
it
for
me?

49. Think
Stories,
Not
Products

50. Put
Yourself
in
the
Other
Person’s
Shoes

51. Party
Where
the
Party
is
Happening

52. Be
Different,
Unique…or
Both

54. “To
hell
with
facts!
We
need
stories.”
-­‐ Ken
Kesey

55. Thanks!
www.markevans.ca
@markevans
mark@markevans.ca
h1p://bit.ly/startupscanada