Features and functions relate more to the rational mind and never make the jump to the long-term memory because our minds aren’t designed to process logic. Stories on the other hand, often times do make the pass-through to the long-term memory because they tap into human emotion. Billionaire and entrepreneur Richard Branson places so much value on storytelling that Virgin has a storytelling month (March), and says that “We would be nothing without our story.” But simply having a product-focused company and slapping a story on top won’t work, according to Ben Horowitz, who says that “the company story is the company strategy,” and the product direction should feed off of the story. If you have personal access to these folks stop reading now and pick their brain on how to tell a compelling story. If not, it may be worthwhile to learn from Andy Raskin who helps leadership teams at growth-stage companies (Flux, Mashery) and former growth-stage companies (Yelp, Uber) transform their product pitch into a compelling story. Andy has also worked with numerous portfolio firms of Andreessen Horowitz and Google Ventures. I recently had a chance to talk with Andy in his office on the tactics he shares with his clients and how we can all improve our storytelling abilities. Below are a few takeaways: Stories are the patterns through which we understand life, and if businesses can start to change their brand or perception from one of features / functions to that of emotional engagement they could be on their way to much success. Here is the full 30 minute interview (episode #7). Read more about marketing strategies at TechCo
