Dig into every great startup, and you’ll find the story behind the story: the authentic, emotionally meaningful narrative that connects the founder, employees and customers to the same shared mission. For Apple, it was the drive to uncover your individual voice and express it creatively. For Google, it was the mission to separate information from bias, improving opportunity for everyone.
Your story is more than a talking point. It’s your north star.
But finding that story can be a struggle. As a startup founder, you probably already know that your story can change daily — and sometimes multiple times in one day, depending on who you’re speaking to. Do you talk up the financial opportunity? Do you put your head down to wow your pilot customers and rely on word of mouth?
How do you hone in on just the right story that get people excited, wins deals and spurs growth ?