Silicon Valley is a series of stories.

Success is all about the story that we tell. Silicon Valley itself is just a series of stories. It is a collective dream that we all want to believe when we close our eyes and hope for the future. We prop up that vision each time we tell and re-tell stories of unicorns and exits. It’s rags to riches, or at least code to IPO — the same dream for a better future and a better world that has fueled innovation throughout history. This is something that we must protect. It has sent men on rickety ships across angry seas. And a lot of consultants back to business school.

You too need to set up your story, both for your startup and for yourself. To some extent, that story is your company, especially in the beginning. When you first start out, all you have is a story — hopefully one that is good enough to raise money and sell some partners into taking a pay cut and burning the midnight oil to help make it a reality. But there is also a power in telling the world (and yourself) about the great things that you are certain to do in the future. Eventually they may just believe it. Just as importantly, hopefully you will too. How else can you keep moving forward amid the harsh winter of startup life?

That story is the heart of your brand — the one reason anyone should care. Ideally, it creates an emotional connection with your audiences, but at least it needs to be compelling. The same rule applies to you as an individual; i.e., your personal brand. In an era where we switch jobs rapidly and bring the source of wealth creation with us — i.e., our knowledge, experience and skills — building your personal brand is more important than ever. You are going to constantly have to sell yourself (we all will, and much more often than in the past); better to have a good story to spice things up.