Narratives & Storytelling

You must focus on the narrative/story as much as the product. If you don’t actively craft and update the market, the market will create a narrative for you based on its initial impression, even if it is years old and no longer relevant. I used to not want to do this as I felt it was oversaturating, but I realized that no one spends time thinking about your company like you do. You need to get the updates out constantly, even if it feels unnaturally promotional. – Samir Kaji, Allocate & Venture Unlocked

I resonated deeply with this point shared by Samir recently on LinkedIn, celebrating the fourth anniversary of Allocate (happy birthday!).

The truth is, storytelling is one of the most essential skills for a founder to master. Humans respond to stories. It’s just how our brains are hardwired to make sense of reality and the world. Great storytelling taps into the fundamental need for humans to understand the world, and does so effectively.

When used well, stories change the world. Steve Jobs famously said, “The most powerful person in the world is the storyteller,” emphasising the crucial role of narrative in shaping vision, values, and the future. He believed that storytelling is fundamental to leadership and influence, connecting with audiences on a deep emotional level and inspiring action. Apple, perhaps, was one of the greatest stories ever told in the history of technology companies.

Of course, some of the greatest disasters were born of great stories, too. Perhaps at one point, Gibran Huzaifah of eFishery was genuinely convinced he was doing well by doing good. Obviously, those stories didn’t turn out to be true, and he has left a trail of destruction since.

Is there a difference between a lie and a story, then?

“I think the difference between a lie and a story is that a story utilizes the trappings and appearance of truth for the interest of the listener as well as of the teller. A story has in it neither gain nor loss. But a lie is a device for profit or escape. I suppose if that definition is strictly held to, then a writer of stories is a liar – if he is financially fortunate.”

– John Steinbeck, East of Eden

A story, therefore, is ultimately a tool, a device to communicate your ideas and plans. What you do with it is what determines the merit of the narrative.

Founders – learn how to tell your stories because you will need them to sell your vision and idea, to recruit, fundraise and inspire. Obviously, use it as a force for good.