Entrepreneurs don’t start companies because it’s good for anxiety. They do it because they believe in something, often for powerful & deeply personal reasons. Their vision inspires the best talent to swap golden handcuffs for startups no one’s heard of & VCs to invest millions in single ideas.
Then, VCs say no.
Star performers leave.
Partners under-deliver.
Customers churn.
Such events often indicate entrepreneurs aren’t yet storytelling like the badasses they are.
This session helps entrepreneurs distill & integrate their personal ‘why’ into company branding, messaging, and positioning—and practice a proven storytelling framework that inspires humans wired for purpose, in ways that scale with the company.
This session is for:
- Pre-launch to launched (idea to prototype)
- Launch (product/service being used by customers)
- Growth (scaling customers, products/services and markets)
This session will cover:
- How to distill your personal purpose into 3 core company values, mission/vision statements, and a tagline
- How to design an ‘umbrella narrative’ that reflects the above (often called category creation)
- How to teach your team to consistently share the same inspired story
4. BUT BUILDING COMPANIES
CREATES PRESSURE.
Investors
Partners
Media
Customers
Board
Team
ProspectsCompetitors
?*#!
!#?*
Conflicting priorities d i l u t e results.
#?!*
7. STORY GONE WRONG
- VCs say no
-Star performers leave
-Low morale
-Poor Glassdoor reviews
-Partners under-deliver
-Customers churn
-G2Crowd says what?!
Leading Indicator
How consistently
does your team describe
vision & mission?
8. Results
CXO buyers
at odds
New tagline,
Analyst category
Gartner Magic
Quadrant
Master asset
IPO
Year 1 2 3
SALESVS. FINANCE
Enterprise software, Series F
12. 3 STEPS: HOWYOU CAN…
• Distill your personal purpose into company values,
vision & mission, and tagline
• Design an category creating narrative
• Build lasting relationships withVCs and customers
• Teach your team to tell the same inspired story
19. VALUES EXERCISE
1. What do you remember most about childhood?
2. What events shaped you in adolescence?
3. What were your family’s happiest times?
4. What are your most painful memories?
5. What experiences shaped you in college
6. Early career?
20. VALUES EXERCISE
1. It is important for me be BE…
2. It is important for me to be KNOWN AS…
3. It is important for me to DO…
4. It is important for me to HAVE…
23. HALLMARKS
OF INSPIREDVALUES
• Limit to <3-5
• Use surprising words & pairings
• Offer tangible concepts that people visualize
• Form the character fabric of your company
• Can be used as evergreen, guiding principles
24. —Jon Miller, Cofounder & CEO
“Consider couplets.”
“After Marketo:10 Things I’m Doing Better The Second Time”
Presented @ SaaSter Annual 2017: ScaleTogether
With Doug Pepper, Managing Director @ ShastaVentures
25. NEXT STEPS
• For ~7 days, record when you experienced [your word]
• Compare notes with cofounders, execs, family
• Flesh out values by describing experiences
• Cut word count to 25% (1-3 sentences)
• Same principles apply from previous slide
31. Email cr@clearww.com for template.
MESH & DOCUMENT ‘VOICE’
• Addresses tone, grammar logistics, content UX,
variance by content type, and more
32.
33. EXERCISE
• Vision: Timeless statement of the world you see
• Mission: Timely statement of what you do to
deliver on your vision
• Brand Promise: Indicates vision & what you do
(eg: mission) for customers
• Positioning: Articulates where you fit into market,
general guidelines, not industry specific like GTM
35. TAGLINE BEST PRACTICES
• Short: 2-3 words, excise adjectives
• Thinks: Start with a command verb
• Feels: Imply purpose with noun
Seriously, this is going to take a while.
39. 6 COMMON MISTAKES
1. No purpose… on purpose? (Values)
2. All about you & your features (Hero)
3. Immediately pitches a solution (Sequence)
4. Lacks third-party proof (Proof)
5. Inconsistent journey, relationship (Scalable)
6. Leaves listeners hanging (Actionable)
40. MESSAGING BEST PRACTICES
• 5 Feels
• 10% Rule
• Real people language (usually from customers)
• Consistent story and tone (3-7X to trust)
41. STORYTELLINGTHAT SELLS
1. (Who are you/your
company?)
2. (Who is your audience?)
3. How does s/he current
understand, approach what
she needs to do?
4. Where & why do existing
approaches fail?
5. What data, anecdotes, proof
points back that up? (Impact)
6. What are requirements for a
new approach?
7. How can s/he execute a new
approach? (Crawl, walk, run)
8. What milestones & outcomes
can s/he expect? When?
9. What proof of benefits exist?
10. What can s/he do next?
42. PITCH DECK
Intro As-Is
Why existing
approach fails New
Requirements
Solution
How it
works
Proof Next
steps
(AUDIENCE
PROFILE)
DIFFERENTIATORS PRODUCT
[CATEGORY]
MATURITY
CUSTOMER
STORIES
Proof
STATS,
QUOTES
49. SUMMARY: STORY SWAGGER
1. Define purpose (Values)
2. Target an audience (Hero)
3. Educate, solve a problem (Sequence)
4. Provide proof (Proof)
5. Create relationship (Scalable)
6. Offer a clear next step (Actionable)