Part of a series of presentations at the Start-up Institute. The topic looks at the power of pitching your products as stories. Moving past features and usability and towards real world examples.

1. STORYTELLING
GUIDE TO USING THE MOST POWERFUL
INFORMATION DELIVERY TOOL

2. WE CELELBRATE GOOD STORIES

3. IT CONNECTS GENERATIONS

4. STORIES ABOUT REAL PEOPLE ARE A PLUS
Diana Nvad swam 110 miles from Cuba to Florida.

5. “The most powerful person in the world is
the storyteller. The storyteller sets the
vision, values and agenda of an entire
generation.”
- Quote made in 1994

6. $600,000,000,000.00
HOW POWERFUL IS STORYTELLING?
Apple has made this the biggest business on the planet.

7. THEN, WHY ARE BUSINESS DISCIPLINES OVERLOOKING STORYTELLING?
There is a perception that focusing on
human needs and values are unnecessary.

8. Temptation will lead you to tell a story
about the immediate ideas. It’s best to
take a step back to get to the less
common solutions.

9. START THE STORY WITH UNDERSTANDING THE BUSINESS

10. Learn about the subject matter and
understand the characters in the story.

11. Ask yourself:

12. Where does the business want to go?
What are its strengths and
weaknesses?
Who are the users today?
What are the users’ goals and
challenges?

13. GATHER, ORGANIZE, AND ANALYZE THE DETAILS

14. Where do you look to build your story?
SWOT
Competitive Analysis
Trends
Technology
Inspirations

15. AN ORGANIC STORYLINE WILL EMERGE WHEN YOU KNOW YOUR USERS

16. How do I learn more about the users?
Focus Groups
Ethnographic Observations
Guerilla Research
Feedback Sessions
Usability Tests

17. FINISH YOUR STORY.
START DESIGNING.