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Report incorrect product info or prohibited items. United Industries Corp. Out of stock. A crazy idea. A prototype. No investors. A product. No marketing budget. Growing team needs alignment. Storytelling Challenges Growing user base and rising competition demand consistent branding. Unlimited stories. Furthermore there are unlimited stories in the world.

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What is the right stories to tell? You tell something, you know people like. Even if it is not really connected to your business. Like this funny movie of a dog who tries to jump on a table. Talking about the product all the time is the third trap. It might work for a while. However people need some emotional benefit to emotionally connect to your business.

Before it has investors, customers, profits, press coverage, or even a perfected product, every startup has at least one valuable asset: its story. David Cohen, co-founder of Techstars accelerator "We are trying to understand the source of the founders' passion. Why do you care so much?

MBA Admissions Tip: The Comparison Trap — Anna Ivey Consulting

If it's 'for the money' or 'because it's a big business,' that's poor motivation. People don't buy what you do; they buy why you do it. And what you do simply proves what you believe.

Dropped Pants. Drop your pants. To sell your Spanx. Storytelling Challenges Rising competition enforces branding. If you know your WHY, your core-story, you will have a grand narrative to guide you.


WTF is a Core-Story? Read the words. Did something happen in your head? Did your mind come up with a story? A Core-Story is the often unconscious basic narrative that structures why we perceive something as meaningful, how we get around in the world and how we relate to other people.

It is the story you live by. Fighting is competion. Fighting is dance. Boy gets girl. Boy looses girl. We loose in penalty. Natural women are beautiful. Any body can get laid. And also the word bridges the concepts of company, start-up and brand. Ali Hy Berlin. As a child Protonet founder Ali Jelveh had to flee from Iran. This experience has shaped the product idea of a personal server and the core-story of the company: that people should be simply independent.

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The Core-Story shapes and guides the reality of their actions, products and communications. Unlike a mission statement a core story makes you think and feel at the same time. It provides meaning, coherence and alignment towards internal and external audiences.