Every bit of conversation is an act of storytelling. The inclusions, the omissions, the tone, the emotion… every fraction of verbal communication shapes a story. Stories can be as short as a breakfast description and as long as a lifetime memory. And they can be as entertaining as a Hollywood movie or as dull as a prescription diary. But one thing rules them all for success.

Engagement is the key factor.

Engaging the audience while delivering your story is fundamental to achieve your objective, be it a friends night out or an investment round. In a program such as The Collider, you may think one’s focus should stand on partners, investors, customers, etc. True. But in fact, anyone should be eligible to test your idea’s  potential.

“An image is worth a thousand words, but a feeling is worth a thousand images”

This assertion by The Collider’s facilitator Victor Ronco couldn’t be more spot on. The moment you find that emotional connection with the listener, you get hold of their attention and not only their curiosity, quoting Tarantino’s Django Unchained.

In order to grab that feeling, there is no magic formula, since every person encompasses a unique rationale. But there is a receipt that helps. Victor Ronco discloses the ingredients of a startup storyline. These include mission, context, rivals and assumptions among many other elements.

A good place to start is the elevator pitch or statement, which is commonly constructed as follows:

  • For (target customers)
  • Who (have the following problem)
  • Our product is a (describe the product or solution)
  • That provides (cite the breakthrough capability)
  • Unlike (reference competition)
  • Our product/solution (describe the key point of competitive differentiation)

Some more advice from our guest expert in storytelling is to stay true and be real; mistakes can play a sympathetic effect in your audience and it’s always better to demonstrate than simply explain.

All in all, the elements are set for you to play with them. The last key factor for an engaging storytelling is practice, practice and practice.