The entrepreneur’s challenge is to effectively communicate their value proposition, not only to customers, but also to vendors, partners, investors, and their own team. Especially for technical founders, this is normally all about presenting impressive facts. But in reality facts only go so far.

Stories often work better, because humans don’t always make rational decisions, but emotional decisions.

The truth is elusive. No one knows the complete whole truth about anything. We certainly don’t know the truth about the things we buy and recommend and use.

What we do know (and what we talk about) is our story. Our story about why use, recommend or are loyal to you and your products. Our story about the origin and the impact and the utility of what we buy.

The story of your product, built into your product. The advert might be part of it, the design, the look and feel might be part of it, but mostly, your product and your service and your people are all part of the story.

Your products and services tell a story. People buy your story before they buy your products. If they don’t believe your story, they won’t buy your products.  

Tell your story, tell it on purpose.

Everyone has a story, life is a story, every business has a story, what’s your story?

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