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How to Leverage Your Story/Purpose to Get Your Startup Heard

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“Don't tell me about your awesome product, tell me about YOU!” How to leverage your story & your purpose to get your startup heard. @IanSanders


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How do you get heard?


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The opportunity


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3 STORIES


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Do you know what this is?


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Your differentiator How the world sees you Cultural touchstone Your Story & Purpose Marketing Relationships Hiring


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What makes Hiut Denim, Sugru, BeerBods good stories?


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Story-led, but also purpose-led.


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“People don’t buy what you do, they buy why you do it.” Simon Sinek


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Hiut Denim = getting the people of Cardigan their jobs back.


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Sugru = “Our dream is to make fixing, modifying and making things easy and fun for anyone.”


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BeerBods = “Getting more people drinking better beer.”


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What’s your purpose?


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HOW TOs


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Telling your story explore What fires you up? What’s your story? What’s your purpose? What do you stand for? capture create share Blog posts Thought leadership Twitter Facebook Presentations Manifestos Other digital content PR Web copy etc


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People not products!


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Story Types • The Eureka Story: How I had the idea • The Why Story: Why I had the idea • The Founder Story: Who had the idea • The Customer Story: Who’s using the product? • The Product Story: How is the product being used? • The Transformation Story: how is this product changing the world?


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Story Ingredients • Keep it Human: emotionally engage with the audience • A story of transformation: situation > complication > resolution • Remember to include the 5 Ws: • WHAT • WHO • WHERE • WHY • WHEN


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Where to use your story • • • • • • • • • • Sales Marketing Networking Pitches Social Media Digital content PR Investor relations Employee engagement Recruitment


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“The Internet has given us a microphone”


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Set your story free!


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Merci bien! Continue the conversation: @iansanders


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