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

Date post: 20-Nov-2014
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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
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LOUD STORY STARTUP LEAGUE 2014-2015
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Page 1: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

LOUD STORY STARTUP LEAGUE

2014-2015

Page 2: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
Page 3: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
Page 4: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
Page 5: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
Page 6: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

MEETUP #1 - WHAT IS STORYTELLING

Page 7: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

COMING UP - STORYTELLING &… PITCHING WRITING EXPLAINER VIDEO PRESS RELATIONS CROWDFUNDING WHERE TO FIND STORIES EACH WEEK? …

Page 8: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

@[email protected] www.storynova.com

STORYTELLING FOR STARTUPS

Page 9: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

“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

Page 10: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

WHY STORYTELLING?

ALIGNHONE YOUR MISSION

REVEAL BLIND SPOTS

MOTIVATE YOUR TEAM

BUILD YOUR CULTURE

SOLIDIFY STRATEGY

DELIVER VALUE

COMMUNICATESHOWCASE PRODUCT

ATTRACT & SERVE CLIENTS

CONVINCE INVESTORS

REFRAME

POSITION YOUR COMPANY

Page 11: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
Page 12: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

STORIES SPEAK TO

OUR EMOTIONS.

W E I D E N T I F Y

OURSELVES IN

THEM.

Page 13: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

STORIES REFLECT AND

SHAPE OUR VALUES,

BELIEFS, IDENTITY,

C U L T U R E , A N D

BEHAVIOR.

Page 14: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

WE DO MORE THAN

TELL, LISTEN TO,

AND SHARE

STORIES.

WE LIVE THEM.©Michael)Sohn)/)AP

Page 15: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

COLLECTIVELY...

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...AND INDIVIDUALLY.

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W E A R E E A C H T H E

H E R O O F O U R O W N

C O M P E T I N G S T O R I E S

Page 18: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

“You know, for kids!”- Norville Barnes, Hoola Hoop Inventor

The Hudsucker Proxy

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FAILED JUILLIARD AUDITIONTOOK 4 YEARS TO COMPLETE MASTERSFAILED 25 AUDITIONS BEFORE FIRST JOBNEVER BECAME A CONCERTMASTERUNFOCUSED, UNDISCIPLINEDDOESN’T PRACTICE ENOUGH

Page 20: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

FIRST MAJOR AWARD AT 10FIRST CONCERT TOUR AS SOLOIST AT 119 DIPLOMAS FROM 7 INSTITUTIONSORCHESTRAL JOB FOR 20+ YEARSCLASSICAL, JAZZ, ACOUSTIC & ELECTRIC VIOLIN, IRISH FIDDLECOMPOSER AWARD-WINNING CHOIR DIRECTORHAS TRAVELED THE WORLDHAS LIVED IN 4 DIFFERENT COUNTRIES

Page 21: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

HOPE

FEAR

Page 22: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

HOPE-FEAR CYCLE

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HERO WITH A GOAL

Page 24: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

WORTHY ANTAGONIST

Page 25: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

CONFLICT

Page 26: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
Page 27: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
Page 28: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

FICTON NON'FICTION PURPOSEFUL

MAN0vs0MAN MAN0vs0NATURE MAN0vs0SOCIETY

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Page 31: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

WHAT DOES HOPE?WHAT DOES HE FEAR?

Page 32: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

HIS HEAD WON’T HURTTHAT IT WILL

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A RETURN ON INVESTMENTFEEL LIKE AN IDIOT FOR WASTING HIS TIME

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HEAR SOMETHING GREAT HEAR MORE CRAP

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MEET A FOUNDER WHO GETS ITHAVE TO DEAL WITH ONE WHO DOESN’T

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DISCOVER A HOT STARTUPCONFRONTED WITH ANOTHER INSANE IDEA

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YOUR JOB:

RESOLVE HIS CONFLICT

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BUT FIRST RESOLVE YOURS

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CLOSE THE GAP BETWEEN YOUR

INTERNAL STORY AND THE STORY YOU

WANT TO SHARE WITH THE WORLD.

Page 40: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

RETHINKING

RESEARCHING

STRATEGIZING

REINVENTING

PIVOTING

STEPPING BACK

LETTING GO

MASTERING SKILLS

WRITING

REWRITING

PRESENTING

PERFORMING

PRACTICING

WORDSMITHING

Page 41: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

HOW CAN I HELP YOU WITH YOUR STORY?

@[email protected] www.storynova.com

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PART II CASE STUDY

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LET'S PLAY !

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LET'S SAY YOU WANT

TO CODE TO LEARN

Page 45: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

DO YOU CONNECT?

Page 46: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

DO YOU CONNECT?

Page 47: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

DO YOU CONNECT?

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LET'S SAY YOU'RE

FOR AN LOOKING

ACCELERATOR

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DO YOU CONNECT?

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DO YOU CONNECT?

www.founderinstitute.fr

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DO YOU CONNECT?

www.fi.co

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DO YOU CONNECT?

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DO YOU CONNECT?

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YOUR STORY BEGINS AT DAY 1

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CORE STORY = BRAND IDENTITY t

STEP 1

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t

STEP 1

PERSONALITY PURPOSE CORE STORY = BRAND IDENTITY

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t

STEP 1

PERSONALITY PURPOSE CORE STORY = BRAND IDENTITY

AUDIENCE

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LITTLE STORIES

LITTLE STORIES

LITTLE STORIES LITTLE STORIES

LITTLE STORIES

LITTLE STORIES

LITTLE STORIES

LITTLE STORIES

t

STEP 2

CORE STORY

Page 59: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

CASE STUDY

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Page 61: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

WARBY PARKER 2014

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2011 INITIAL WEBSITE

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MISSION STATEMENT 2014

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#1 THEIR REASON FOR BEING

"We're trying to

solve the issue

of glasses being

too expensive."

Page 65: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

#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.)

Page 66: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

#1 THEIR REASON FOR BEING

"Glasses with a distinct design, priced affordably ($95), and with a great webs i te and showroom experience."

Page 67: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

#2 THEIR BRAND UNIQUENESS

COLLEGIATE

VS.

PREPPY

Page 68: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

COLLEGIATE CURIOUS KNOWLEDGEABLE

WORLDY SOPHISTICATED

FUNNY

LITTERARY WILD

VINTAGE

Page 69: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

COLLEGIATE CURIOUS KNOWLEDGEABLE

WORLDY SOPHISTICATED

FUNNY

LITTERARY WILD

VINTAGE

A CURIOUS BRAND THAT'S ALL ABOUT LEARNING

Page 70: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

#3 THE CHOICE OF THE NAME

BRAINSTORMING "Writers who go against

the grain."

The Beat Generation

Page 71: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

#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…

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#4 THE MISSION

the 4th photo of the carrousel

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#4 THE MISSION

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#5 MVP

product website PR firm

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#6 THE STORIES

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#6 THE STORIES

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#WPClassTrip

#6 THE STORIES

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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? -

#6 THE STORIES

Page 79: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

DO YOU THINK IT WAS OBVIOUS?

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Page 81: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

a unique personality

a clear sense of purpose

their own world

credible story

create a desire

GREAT BRAND STORYTELLERS

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BE AUTHENTIC FOCUS ON YOUR AUDIENCE TELL A STORY FROM YOUR FACTS

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PRACTICE

Page 84: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

#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

Page 85: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

#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

Page 86: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

Stanley Hainsworth Tether Inc

INSPIRING STORYTELLERS

http://winningthestorywars.com/ http://goo.gl/N1wSg9

Jonah Sachs Free Range Studios

Adam Lisagor Sandwich video

http://goo.gl/fVjt2Y

http://www.rudebaguette.com/2013/03/09/the-key-thing-entrepreneurs-need-to-understand-about-storytelling/

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QUESTIONS, FOLKS?

Page 88: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

I CAN DO THIS…

COME ON, THIS IS NOT THE RIGHT

POSITION!!!

…WITH YOUR FEEDBACK

Page 89: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

WORKSHOP #LSSL FOR STARTUPS

REGISTER ON LOUDSTORY.COM

Page 90: An introduction to storytelling for entrepreneurs - Loud Story Startup League #1

BOOST YOUR CAREER WITH STORYTELLINGOCT. 7, 9:00am-12:00pm - 90€ - PARIS 75001

REGISTER AT WWW.STORYNOVA.COM

KEY TAKEAWAY:Craft a story that you can apply to your work life.

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[email protected] @AlexisNiki 00.33.(0)6.87.03.95.32 storynova.com

[email protected] @LoudStory 00.33.(0)6.84.23.99.58 loudstory.com


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