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Emergence Capital’s Doug Landis explains how one can determine (and inform) your startup story

How do you transcend the names and numbers together with your startup pitch deck? For Doug Landis, the reply is one easy compound gerund: storytelling. It’s a phrase that will get thrown round a variety of late in Silicon Valley, but it surely’s one that would legitimately assist your startup stand out from the pack amid the pile of pitches.

Landis is aware of a good bit concerning the idea. Following stints at Salesforce and Google, he served because the “chief storyteller” at Field. Nowadays, Landis is the expansion companion at Emergence Capital, the place he helps inform the tales of the agency’s portfolio firms.

Landis joined us on the primary day of TechCrunch Early Stage: Advertising and marketing and Fundraising occasion to supply a presentation concerning the worth of storytelling for startups, whittling down the usual two-hour dialog to a 30-minute model. Although he nonetheless managed to rewind issues fairly far, opening with, “400,000 years in the past, women and men used to take a seat across the hearth pit and inform tales about their day, about their hunt, concerning the one which bought away.”

Join the dots

Most of the time, decks embody a sequence of numbers and charts. The job of a narrative pitch is weaving a very good narrative round these figures.

If you consider storytelling, and you consider the physiological and psychological parts — what’s occurring between the storytelling and the listener — we’re really on the lookout for the patterns. If you consider it, it’s why these jingles and commercials get caught in our head, and we are able to’t neglect it, though we don’t even know a lot concerning the product. However we keep in mind the jingle, keep in mind the business, we keep in mind the model. As a result of as people, we’re on the lookout for the patterns in our communication. Our job is to attach the info and fill within the holes. And from these connections, we create a narrative. We create a narrative in our mind, as a result of our mind really processes data via story type. (Timestamp 3:20)

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Get to the purpose

They don’t name it an elevator pitch for nothing. And generally even one of the best storytellers have a behavior of rambling. Right here’s an train for slicing away among the extra when making an attempt to get your story in entrance of VCs.

If you inform the story at work, ask your friends or the listener to share again with you in a single sentence what the purpose of that story was. Get fast suggestions, and you’ll then determine whether or not or not your story was on track or not. The story must be related to the viewers who’s there, however the actuality is, you’ll want to be very clear concerning the level you’re making an attempt to make with a narrative. (Timestamp 6:33)

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