Great founders are great storytellers. Even in the earliest days of a startup, it is important to understand what drives your business decisions. By establishing a powerful narrative, you’ll build brand recognition and inform your customers about what sets you apart from competitors or big brands in your space. Since you are seeking long-term customers, having an origin story that humanizes your journey will create loyal adopters of your product. It will also work as a powerful recruiting tool for future employees.
Founders have the endless task of being the strongest advocates for their mission. Describing your relative background, epiphany moment, and success in recruiting talented team members gives credibility to your startup. Employees and customers should become brand ambassadors, adopting the story themselves in talking about your company. Not only is this important to your current and future customers, but investors are going to want to know why you are the right person to build what you’re building.
In thinking about creating your own founder story, envision a story arch that carries the listener from idea to inception and beyond. You want to first establish the groundwork about your background and why your startup relates to your experiences in the past. After you have described your qualifications, what was your “a-ha” moment? Once you’ve outlined your unique business proposition and what sets you apart from other competitors, how did you recruit your talent to bring that idea to fruition? And finally, what is the fundamental thread that carries through all of your efforts — that forward-thinking mission that others can spread about your business.
So, how do you write your story about making the world a better place with your startup?
Story Arch
Every good story has a beginning, middle, and an end. This rings true for any great founder story. Establish a foundation, describe your “aha” moment, and tie in how your company is addressing that problem in a unique way. Leave your listener on the edge of their seat and wanting more. Excite and tease them with your company vision. Deliver a powerful brand mission that persuades your community to be active supporters in a cause that’s greater than simply being a customer.
Topics to consider:
- How does your background relate to your company?
- What does your company do differently?
- When was the exact moment that you recognized the business opportunity?
- How did you actually launch the company?
- What is your impact and vision for the future?
- How do you persuade people to believe in your mission?
Discovery
When you’re establishing yourself as a business owner, people are going to ask what compelled you to start a company? Successful companies don’t just emerge out of thin air. They are addressing a problem that a founder has identified and wants to fix. So, clarifying how your company came to be is an important step to your founder story. Develop a link between your personal story and your startup that will resonate with others.
The “Aha” Moment
How did your business come to fruition? What was that exact moment in time? Where were you and who were you with? Describe in detail that perfect arch of emotions, drive, and skills that propelled you to launch a company. At that moment, what was the compelling factors that pushed you to start the business. Your “ah-ha” moment should ring true to others. You want a relatable story that anyone can relate to.
Founder stories pave the way for stronger company cultures and helps with recruiting new talent. Do your best to humanize your company by attaching a personal story about your journey, struggle, or vision of a better world. If done successfully, you’ll reap the rewards of happy employees, customers, and investors.