Ben Horowitz is a founder of startups and specialist in Venture Capital. Turks and Caicos Islands Email List He has invested in the next generation of leading tech companies including Airbnb, Facebook, Pinterest and Twitter.
If you don’t have a great story, it’s hard to motivate people to join you, work on the product and get people to invest in the product. Companies that do not have a clearly articulated history do not have a clear and well thought-out strategy. The company’s history is the company’s strategy”.
The idea behind strategic storytelling is extremely simple.
Three strategic storytelling models
Some authors and storytellers have already used custom approaches. Let’s look at three models, respectively those of Donald Miller, Robert McKee and Andy Raskin.
Donald Miller, Building a StoryBrand
onald Miller, who founded a company called StoryBrand.
Here is a brief summary of the 7 principles or steps in the StoryBrand framework
Robert McKee, Storynomics
The second model analyzed is the one presented in Storynomics, by Robert McKee.
He and Gerace teach a seminar and have written a book called Storynomics: Story-Driven Marketing in the Post-Advertising World . He describes the 8 stages of story design in his book.
The essence of the book is the application of McKee’s model to the development of the plot of a Hollywood movie in marketing.
The model, first explained in McKee’s 1997 book Story, and repeated in Storynomics. To restore balance, the protagonist undertakes a search for an object of desire.
The film portrays the search, in the face of countless obstacles, usually of increasing difficulty, to grab the object of desire.
Andy Raskin, The Strategic Narrative Model
Andy Raskin helps CEOs align their teams around strategic storytelling. Its clients include companies backed by venture capital and some large companies.
I discovered Andy when he posted an article in list provider called “The Greatest Sales Deck I’ve Ever Seen. It’s Zuora’s and it’s brilliant. Here’s why” . This post has today several million views.
he was interested in sharing his story and methodology. Andy calls strategic storytelling “the story in shoppers’ heads.”
His methodology is an oversimplified version (which is not a negative statement) of McKee’s story model. Andy clearly mentions McKee’s books as his main inspiration after failing with a venture capital sale several years ago.
