Why does story telling work so well?
Stories…
connect: build trust, making the listener more open to learning
engage: it’s more likely to remember stories rather than hard facts
offer a competitive advantage: decision making is more emotional than logical, helps distinguish from competitors
can humanize a business: leads to increased profit, stir a sense of a larger purpose
What are the 7 essential narratives that define start ups?
Overcoming the monster
Rags to riches
The quest (hero’s journey)
Voyage and return
Comedy
Tradegy
Rebirth
The 7 essential narratives: describe “overcoming the monster” and give an example
= The underdogs buck the status quo despite apparently insurmountable odds
(Spotify)
The 7 essential narratives: describe “rags to riches” and give an example
Rags to riches:
= best to develop a brand’s reputation as a provider of quality
(Shopify)
The 7 essential narratives: describe “the quest” and give an example
= central metaphor is that the journey is worth more than the destination
(HubSpot)
The 7 essential narratives: describe “voyage and return” and give an example
Voyage and Return
= can be useful for re-branding purposes, or working to restore a brand in crisis
(Salesforce, H. Schultz & S. Jobs)
The 7 essential narratives: describe “comedy” and give an example
= effectively use humor to make the brand memorable by entertaining and engaging customers
(MailChimp)
The 7 essential narratives: describe “tradegy” and give an example
= mostly off-brand, but emotional connection is always valuable and for some a major function
(Zendesk)
The 7 essential narratives: describe “rebirth” and give an example
= one of the most inspiring, combining vulnerability and success into one powerful package
(Adobe)
Which key steps does the storybrand framework have?
Hero: Unterstand your customer’s desires and challenges
Challenge: Define the problem your brand solves
Guide: Position your brand as the trusted mentor
Plan: Offer a simple roadmap to success
Call to Action: Drive immediate action with clear steps
Success: Showcase the transformation your brand enables
Why does the storybrand framework matter?
Investors value brands with clear, audience-focused messaging that drives impact.
What are the 4 key points of the messaging framework?
Brand promise
Value proposition
Benefits
= outputs that make the brand compelling / at least one unique to Outvision
Reasons to believe
= supporting points making the message tanglible / evidence based and realistic
What is the flywheel?
Flywheel
= an alternative funnel
-> develop ideas until they are ‘ripe’
What is the difference between the flywheel and traditional funnels?
= continuous / gains momentum as delighted customers feed back into the business
-> existing customers help generate new ones through referrals, reviews and loyalty
Traditional funnel
= linear / once customers convert they fall out of the tunnel - constant new leads to sustain growth
-> prospects enter at the top and move through awareness, consideration and decision stages before becoming customers
What is the 7-11-4 rule?
7-11-4 RULE
= the level of engagement needed to build trust with a potential customer
before they make a purchase decision.
-> 7 h of content + 11 touch points + 4 channels
What is highlighted by the 7-11-4 rule in marketing?
It highlights that trust isn’t built instantly - customers need multiple interactions across various platforms before they feel confident enough to buy.
-> This is why consistent, multi-channel content marketing is key to nurturing leads and driving conversions.
Give examples for marketing tactics one can use to generate leads.
Cooperations/patners
Recommendations
Personal Branding (LinkedIn)
Cold outreach
SEO
Google Ads
Social Media ads
Youtube/Video
Podcast
Blog/Newsletter
Book
Webinar
Leadmagnets
Keynote
PR
What are the most common tools used in the startup ecosystem?
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