If you are a startup founder, you would understand the role of storytelling in capturing the interest of different stakeholders during your project’s early stages.
Though Will Storr’s book “The Science of Storytelling” is primarily written for fiction writers, its insights transcend genre and are applicable to any domain that relies on storytelling to engage an audience. The book dives into the human psyche and dissects why certain narratives impact us deeply.
In this article, I’ll share 3 storytelling techniques from the book that are grounded in psychology and that every founder should master.
1. SPOTLIGHT THE CHANGE ✅
The Science Behind It: Neuroscientist Professor Sophie Scott has mentioned, “Almost all perception is based on the detection of change.” This highlights how our brains are designed to pick up on changes around us, often sidelining things that remain constant. It’s a throwback to our survival days.
Picture early humans in the wild-a rustling bush could mean a potential predator, while the continuous chirping of crickets would soon become ‘background noise’. In today’s world, indicating a big change or shift can be a powerful way to grab someone’s attention, signaling either a new opportunity or a potential risk.
Case in Point – Apple’s iPhone Launch Back in 2007, Apple didn’t just release another phone. They signaled a shift in how we interact with devices, thanks to the iPhone’s all-touch interface and sleek design.
The Key Point: When presenting your product, don’t just show what it does; highlight the game-changing difference it introduces.
2. TURN THE TABLES WITH CURIOSITY ✅
The Science Behind It: Violation of an expectation can spark curiosity, which means that when something deviates from what we anticipate, our brain recognizes an “information gap.” Naturally, our curious mind seeks to bridge this gap, resulting in heightened attention and interest.
Imagine a magician pulling a rabbit from an empty hat. That wasn’t what you expected, was it? These unexpected moments captivate us because they disrupt our usual patterns and challenge our comprehension of the world around us.
Case in Point –Tesla’s Cybertruck Launch: When Elon Musk introduced the Cybertruck in 2019, it wasn’t just another truck. Its futuristic, polygonal design was unlike any truck on the market. The unexpected design and features piqued curiosity and debates, highlighting the potential of breaking conventional molds as a powerful storytelling tool.
The Key Point: Deviate from the norm and challenge prevailing perceptions. With a narrative that breaks conventional expectations, you get to ignite curiosity and draw your audience into your story.
3. MAKE YOUR AUDIENCE THE HERO ✅
The Science Behind It: Everyone loves the hero’s journey. But here’s the twist- in your startup’s story, the hero isn’t you (it’s your audience). When you center the narrative around your stakeholders, they become emotionally invested. It shifts from being a tale about you to a story about them.
Case in Point – Airbnb’s Emphasis on Community: Instead of solely showcasing their entrepreneurial journey, Airbnb’s founders highlighted stories from their community. With campaigns like “Belong Anywhere”, they presented genuine experiences of both hosts and guests. This approach didn’t just share a service, it celebrated the people using it along with making them the main characters in Airbnb’s story.
The Key Point: Storytelling isn’t about self-aggrandizement. It’s about your audience’s journey. As Dale Carnegie remarked:
“If there is any one secret of success, it lies in the ability to get the other person’s point of view.”
When sharing your story with any stakeholder, position them at the center of the narrative. Their primary concern is how your project will resonate with and influence their lives, rather than its effects on you.
🎁 Here’s your wrap-up on telling great start-up stories:
- Show how big a change your idea brings.
- Add surprises to catch attention.
- Make the story about the people you’re talking to, not just about you.