G20 Ventures
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G20 Ventures

You know you need a startup story, but not where to start. Start here, today. Photo by Danielle MacInnes on Unsplash.

How to Tell A Startup Story

A good story attracts customers, talent, and capital. Here’s how to write one that works.

Why a story?

“The best arguments in the world won’t change someone’s mind. The only thing that can do that is a good story.” Richard Powers

To be human is to tell stories, and to want them.

What makes a good startup story?

A good startup story starts with Why

Nobody cares what you’re doing, or how you’re doing it, until they know why it matters to them.

A good startup story is simple

You have more riding on your startup than anyone. If you can’t hold its story in your head, then no one else will be able to either.

A good startup story is emotional

You need to tell the story of your startup in the form of a simple sentence — sometimes called a Positioning Statement — that explains why it matters in both rational and emotional terms.

How do you write your startup story?

The cold draft positioning statement

Sound like a lot of work?



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Mike Troiano

Storyteller. Consiglieri. Lyrical gangsta. Partner, G20 Ventures, thoughts here are my own. https://nf.td/miketrap