the most powerful cards known to storytelling: Make a story hit close to home. It’s easier to encourage your audience to empathize with a single family who has lost their four-year-old son in a hail of bullets than it is to spur them to absorb the tragedy that 3,500 children have died in a conflict.
“I have six daughters, and two sons. Applying these same statistics to my family, one of my sons and two of my daughters will get some form of cancer in their lifetime. And another personal note, my father got cancer at the age of 47,” he says, drawing us into the narrative. “That was scary. My wife’s father got cancer in his early 70s. And my grandfather died from cancer. I’m guessing that you probably know someone that has cancer, too. This is a disease that truly affects all of us.”
I would argue that perhaps the company is laying it on a bit thick — there’s a thin line between rousing storytelling and emotional manipulation — but it’s refreshing to see someone who isn’t afraid to really go into the story. Very well done.
As a startup, you can use this lesson to think about how you can make your own story feel “real” and impactful.