Being instantly ready to tell the story of a startup to investors, reporters, or a video camera, is an essential skill that all core team members must master.
Telling a great story about your startup is an absolutely vital part of the Marketing process. You need to catch the attention of your potential audience, hook them and reel them in - to borrow the analogy of fishing. Your story must be powerful and engaging, with an arc of beginning, middle and end. Your story must also be true of course – we are not in the business of catching our audience by making claims that we cannot back up. This doesn’t mean that our story should be dull however – quite the contrary.
So, let’s say that the startup team have put in the hours to refine the story to the point where it is now really Shiny and ready to be taken out into the world. There are meetups to attend, potential investors to speak to, some media appearances, and so on. Up to this point either everyone has...
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