The Startup Storytelling Playbook: Craft Narratives That Win Investors and Customers
- Jörn Menninger
- Jun 5
- 27 min read
Management Summary
In this guide, we explore how storytelling becomes your most powerful growth lever as a startup founder. Based on a conversation with Ehud Dror, a narrative strategist for Israel’s most successful startups, this post reveals how clarity, emotional resonance, and strategic storytelling transform pitch decks, brand narratives, and go-to-market success. Whether you're a deep tech founder, Series A scaleup, or preparing for an IPO, you'll learn how to make your message stick — and fundable.
This article is for:
Tech founders and B2B startup leaders
VCs, accelerators, and startup mentors
Anyone refining their pitch deck or GTM narrative
🎯 Why Startup Storytelling Matters More Than Ever
Storytelling isn’t fluff — it’s strategy dressed as narrative. According to Ehud Dror, storytelling is not the last mile of startup growth; it’s the first. The ability to communicate why your startup matters — to investors, customers, and talent — can be the make-or-break factor in your success.
"Once people believe in you, you're halfway there." — Ehud Dror
Whether you’re fundraising or building a brand, the right story unlocks clarity, trust, and momentum.
🧠 What Is the Role of Storytelling in Startup Growth?
Featured Snippet Answer: Startup storytelling clarifies your vision, builds emotional resonance, and aligns stakeholders around a shared belief. It helps founders attract VC funding, connect with customers, and drive internal alignment by making complex ideas simple and compelling.
Instead of drowning in jargon, storytelling simplifies your pitch. Think of it as a bridge between your tech and your audience.
🎯 Core Benefits:
Faster fundraising
Clearer go-to-market strategy
Higher emotional connection
Stronger team alignment
💡 How Do You Create a Startup Story That Resonates?
The best startup stories answer:
Why now? – What urgency drives your solution?
Why you? – Why is your team uniquely credible?
Why should anyone care? – What’s the emotional hook?
Startups that nail this intersection of vision and relevance don’t just inform — they compel action.
🔥 Pro tip: Don’t start with product specs. Start with belief.
📊 Why Do So Many Pitch Decks Fail to Convert?
Most pitch decks fail not because the idea is bad — but because the story is broken.
Common mistakes:
Too long or technical
No clear “why now”
No emotional arc
Slides feel like a list, not a journey
🎯 Instead:
Open with traction
Use visual storytelling
Close with a bold vision
Remember: Data is logic. Story builds belief.
🔄 How Can You Tailor Your Story for Different Audiences?
Your core narrative is a diamond — unchanging at the core, but each facet catches a different light.
VC Pitch:
Focus: Market size, insight, team, scalability
Language: Visionary + data-backed
Goal: Build belief
Customer Messaging:
Focus: Pain points, empathy, transformation
Language: Problem > product > proof
Goal: Build trust
Media & PR:
Focus: Cultural relevance, human hook
Language: Bold claim, strong angle
Goal: Build visibility
⚙️ How Do You Explain Complex Tech to Non-Technical Audiences?
Use metaphors, not mechanics.
Example from the episode:
“To explain quantum computing, I started with Usain Bolt’s speed record — everyone gets that. Then I connected that to quantum processing power.”
Framework:
Start with a relatable image
Swap jargon for emotion
Show outcome, not features
Use visuals + storytelling metaphors
🧱 What Storytelling Strategy Works at Different Growth Stages?
Stage | What to Emphasize |
Pre-Seed | Founder’s belief + market insight |
Seed | Insight + prototype traction |
Series A | Traction + scalable model |
Scaleup | Market ownership + vision |
Pre-IPO | Category leadership + defensibility |
Tailor your narrative to reflect your maturity.
🎯 What Role Does Emotion Play in Startup Storytelling?
Emotions drive memory and action.
🧠 People forget features.❤️ They remember how you made them feel.
Your job isn’t just to pitch — it’s to move your audience.
Examples:
Resilience stories
Founder moments of insight
Transformation outcomes for users
Be vulnerable — but strategic. Frame failure as learning, not weakness.
🎯 What Differentiates Your Startup in a Crowded Market?
Your story is your moat.
In an era where features can be cloned, your narrative is what builds trust, loyalty, and competitive edge.
“You can make a shoe — but you can’t 'Just Do It' like Nike.”“You can build a phone — but you can’t 'Think Different' like Apple.”
Great storytelling turns your product into a movement.
🧲 PAA Questions Included
What is startup storytelling and why is it important?
How can founders use storytelling to raise venture capital?
What makes a good startup pitch deck story?
How do you tailor startup narratives for different audiences?
What’s the difference between storytelling and pitching?
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🔗 Related Reading from Startuprad.io
Why Startup CMOs Prefer Niche Podcasts to Reach B2B Buyers
Top 5 Growth Marketing Mistakes When Entering Germany
Startup Success Stories: How Podcasts Opened Doors to VC and Enterprise Deals
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About the Author
Jörn “Joe” Menninger is the founder and host of Startuprad.io — one of Europe’s top startup podcasts, featured globally in the Top 20 in entrepreneurship. With over 15 years in consulting, strategy, and startup scouting, Joe brings you deep insights from the heart of the DACH startup scene.Follow him on LinkedIn.
💬 Final Thoughts
Founders: your product solves a problem.But your story creates belief.
Want to build a story that gets you funded, covered, and remembered? Start here — and then hit record.
👉 Leave a review, share this post, and let us know your thoughts in the comments!
All rights reserved — Startuprad.io™
🧠 Automated Transcript
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:00:12]:
The German startup scene with news, interviews and live events. Hello and welcome everybody. This is Joe from Celebrated I.O. your go to startup podcast for startup founders, scale up executives and venture capital insiders. In today's episode, we dive into the power of strategic storytelling for startup growth with our guest Ehud Dror, founder of Tailoring your story. Ehud is renowned startup pitch expert and narrative strategist who helps tech founders to turn complex ideas into founding ready investor decks, go to market messages and memorable keynote stories. With a track record of guiding some of Israel's most innovative startups, Ehud unpacks how clarity, belief and emotional resonance can differentiate your brand, attract VC funding and align your team. If you're a B2B SaaS founder, deep tech entrepreneur or a growth stage executive preparing to pitch.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:01:23]:
This episode is packed with insights on using startup storytelling, pitch check optimization and strategic communication to win in competitive markets. Ah, we met at the EU Startup Summit in Malta. And now welcome. Draw. Welcome Ehud. Sorry. Welcome Ehud. Welcome to Startup Radio.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:01:44]:
Hi. Hi. Very excited to be here.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:01:48]:
It is my pleasure. Let us dive in straight with narrative and strategic communications. It's all about storytelling with you, but why storytelling the most underutilized tool in startup growth?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:02:05]:
So I like how you dove into the pain point at the very first question, but I wouldn't be a storyteller if I didn't start with the sentence let me tell you a story, right? So let me tell your story. Most founders think storytelling is something you do at the end, when in fact it should shape everything from the start. Founders often invest in product, in tech, go to market, but forget what makes people believe. Storytelling isn't fluff, it's a strategy dressed as a narrative. It aligns your team, it earns investors trust and help customers understand what you do and most importantly, why it matters. I mean, most pictures I see are loaded with features and jargon. Most entrepreneurs use them to sound bright and trendy and they think the big tech worlds make the difference. But who really understands what the algorithm or how the algorithm works, right? Investors and partners actually have to tell you.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:03:16]:
Ehud, what is really interesting is the longer I do this, the more I can really feel you. For the very simple reason. You go on the website or you listen to a presentation of one of founders and he drones on for like 20 minutes and at the end you think what the hell are you guys actually doing? Right? That is a point you're trying to make and I've seen so so often.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:03:41]:
Yeah. So basically the algorithm, no one understands how it works, including investors, so you can feel free to let that part go. So investors and partners, at the end of the day, seeking clarity, vision, conviction. Okay, a great story delivers. All three. Startups that know how to tell their story don't just raise money faster, they move faster. Because once people believe in you, you're halfway there.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:04:15]:
When people believe in you, you're halfway there. That's a pretty good quote. So we already talked about startup narratives. What makes a startup narrative resonate with both the investor and the customer community?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:04:33]:
So, that is a great question, but the simple answer would be that it doesn't.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:04:43]:
Okay, now you got us. Now we got some explaining to do.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:04:46]:
Yeah, and the more complex answer would be that the best startup stories live at the intersection of vision and relevance. For investors, it's about scalability and belief. They want to know you're solving a real problem in a way that can grow customers. On the other hand, it's about empathy and clarity. They don't want to know you understand them, or they do want to know you understand them and can improve their lives. A resonant narrative bridges both by. By answering three questions. Why now? What urgency drives this? Why you? I mean, what makes this team and solution credible? And why should anyone care? So that's where the emotional hook lives.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:05:35]:
A good narrative knows how to speak to both, and speak the language of opportunity to investors and value to customers. And it does it both without switching personalities. When you hit that sweet spot, your story doesn't just resonate, it compels action.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:05:58]:
You mentioned clarity and momentum. How do you build that in a pitch, especially a short one?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:06:06]:
Okay, so clarity and momentum are two rails. Every great story runs on. Clarity means stripping your message down to the one thing you want people to remember. It's not about dumping things down. It's about making complexity unavoidable. When I start working on a story, I always ask, if your audience remembers only one sentence, what should it be? That's your signal. Everything else supports it. Then comes the momentum part, and that's where most pictures fall flat.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:06:42]:
Momentum is the feeling that things are already moving, and the only smart thing to do is is to join the ride. A good example would be showing traction early or use a quote or win a number that proves motion. Structuring your pitch. Like a story arch. Don't just inform people. Escalate. End with the vision so people lean forward, not back. When you combine clarity with momentum, you don't just explain your idea.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:07:13]:
You draw people into it. People are looking for that hook. So give them something to aspire to.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:07:24]:
Can you walk us through? I've seen some examples when preparing for this interview. Can you walk us through how you turned quantum computing into story about speed? Because many things, many people talk about quantum computing. Yeah, they're, they're small things and they do something that is not really a story. Isn't it?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:07:45]:
Yeah, absolutely. So that's an excellent example of taking a complex message and simplifying it. One of my clients, a partner at a VC firm, asked how to explain quantum computing to non technical audience. So instead of starting with definitions, I reframed the whole concept with one word, speed. I open with Usain Bolt's 9.58 second world record. This is something everyone instantly relates to and understand and get. And then I positioned quantum computing as the next leap in computer processing power. Not just faster, but a new kind of speed.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:08:30]:
And to get the full picture or to bring it to life, I used metaphors like the flesh. Again, not to explain physics, but to paint a picture of limitless potential. We showed how this new kind of acceleration could transform fields like medicine, cybersecurity, and finance. So basically what we did is we swapped equations for metaphors, confusion for clarity, and abstraction for emotional resonance. So once we planned the right association, the rest was given. Mm.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:09:11]:
I was wondering, what's your take on why so many pitch deck fails to convert? Is it just you're pitching the wrong vc, you're pitching the wrong vertical, the wrong stage? Or is it simply the story fails?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:09:27]:
Okay, so as long as it's just both of us on this conversation, let me tell you a secret.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:09:35]:
Most pjeks, just you and me and 50,000 listeners.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:09:39]:
Yeah. Okay, go ahead. So let me tell you a secret. Most pigex fail not because the idea is bad. I mean, some ideas are not worth mentioning. But the majority fails because the story is broken. A good deck transforms the way people feel about your opportunity. The problem is that founders are often too close to the product.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:10:06]:
They try to explain everything. Features, deck milestones. And in the process, they bore the one thing investors need. The belief. A pitch tank isn't a data dump. There is a considerable difference between dumping data, even if it's good one, and telling a story. Telling a story is a belief building tool. After all, you're not just pitching your solution.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:10:33]:
Most of the time, what fails is decks are too long or too technical or too flat, lacking momentum or flow that resonates with the audience. Storylines that feel scattered like a list, not a journey. And no Emotional anchor, just logic and most importantly, no. Why? One of the most quoted TED talks, why by Simon Sinek, discusses where great leadership and innovation begin. Sinek explains that people don't buy what you do, they buy why you do it. The most successful leaders inspired by communication from the inside out. I mean starting with the purpose, then how, then what? Show a clear Signal from slide 1. What are we solving and why now? A founder who gets the market, not just the tech and the structure that builds confidence.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:11:29]:
Slide by slide. This is the way to do it.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:11:33]:
I totally know what you what you mean. Let us get a little bit into fundraising and pitch coaching because a lot of people out there, usually we start with our audience around without coverage around series A. But I do get the message that a lot of our audience is series A B, but mostly series C founders. So therefore that's actually a different level because you have somebody who's working for you, you have coaches that work with you on that. But what do top performing investor presentations have in common?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:12:20]:
So I would like to address this matter from a broader range of stories because we all have all kind of stories supporting our day to day, whether it's marketing, sales, product finance, ipo, internal stories and so on. So I did some research and looked at the top 20 rated TED talks and found some similarities between them. First of all, they all use the platform to its maximum. You have a limited time you to convey your message. First of all, clear ideas, narrative structure, visual simplicity, of course, authentic delivery data supporting storytelling and compelling conclusion. In his TED talk How to Avoid Death by PowerPoint, David JP Phillips emphasized the importance of designing presentation that aligns with our brain cognitive capabilities. He advocates simplicity by focusing on one message per slide, minimizing text and utilizing visual to enhance understanding, creating more engaging and effective presentation. A great example would be Al Gore that effectively conveyed complex climate data through impactful visual in his and inconvenient true representation.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:13:47]:
I think everybody remembers him for this lift he was on, right?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:13:54]:
Yeah, absolutely. Another great example would be Steve Jobs in his iPhone launch concluded with the iconic phrase one more thing, introducing a surprise element that left a lasting impression. And there are many more examples of great stories that can maximize the audience attention by following all these fundamentals.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:14:19]:
Can you describe a moment when a storytelling shift led to funding success?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:14:24]:
Well, I'll answer that with a story, but not from a startup point of view, but from recent events that can teach us how a great story is formed. Yuval Rafael, Israeli representative for Eurovision 2025 which was held a few weeks ago didn't win the audience favor with the 13 douce bois and second place overall just because of the music. I mean she's a great singer no doubt. But if we go deep, we will find an unbelievable story. To those of you who don't know her story, she's a survivor from the nova festival on October 7 after plane take four hours until she was rescued. And she captured hearts and global attention because her performance carried something deeper. A story of identity, intensity. If you'd like an unapologetic authenticity, this is something you can't fake.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:15:26]:
I mean, she wasn't just singing a song, she was telling a story of resilience, of self expression, of belonging. And that emotional clarity. Exactly what changes the game in startup storytelling too. If you can build that in your pitch, the rest will follow.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:15:45]:
I was just checking on ebay while you were talking with this Nova Festival, we got into very tough content. I was just checking. Such a scissor lift as Al Gore used, it should be worth for you a few thousand euros. So I would not recommend it to use it for your next presentation, especially if you do air travel. Okay, keeping a little bit to our fundraising and pitch coaching, how can a founder translate his or her belief into deck or keynote?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:16:21]:
So referring back to Simon Sinek TED Talk, the essential or the most essential belief tool is start with why. And the answer can't be because I want to change the world or to make money or like every beauty queen wants to stop world hunger, you know.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:16:39]:
This, that's definitely possible. Or world peace.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:16:44]:
Or world peace. Right? So because all these things are too vague, too universal and too emotionally hollow, at the end of the day, it doesn't create the resonance because anyone can say it and many do. So it's like saying I want to be happy. Okay, it's true, but it's not specific, earned or anchored in personal insight. So I often use the Pixar story spine. It's used to craft emotionally compelling, clear and memorable narratives. And it works just as well for startups as it does for animated films. So basically what it means, you're not selling the idea, you're inviting belief through a narrative arch.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:17:30]:
You, you go from the personal spark or your personal spark to problem to solution, to vision. The audience isn't just informed, they emotionally involved. It has six steps for creating a story. So once upon a time, everyday problem, until one day because of that, until finally and ever since then. So now let check this out how it really works. So every story starts with once upon a time, right?
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:18:04]:
Yes.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:18:08]:
So Describe what was broken in the world before you started. For example, once upon a time, small businesses were invisible online. Continue with everyday problem. Describe the fast trading status quo or the reality your audience relates to. Every day they spent hours creating content that no one saw. Okay, until one day, what was your spark, the insight, the frustration or problem that's made you act. Until one day we realized the problem wasn't effort, it was a strategy. And because of that, introduce your product or solution.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:18:52]:
But not as a pitch, but as a natural response. Because of that, we build a platform that uses AI to optimize every piece of content in real time. Because of that, you can show traction here or momentum proof, emotional payoff. Because of that, our users double their reach in under a month. Until finally, describe the transformation, what success looked like with you in the picture. Until finally, small businesses had the voice that could compete with big brands. And ever since then, paint the future, your vision that you're building. Invite the belief in.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:19:34]:
And ever since then, we've been on a mission to level the playing field for small creators anywhere. So that would be an example of using a well known model and translated it into our needs. The mechanism stays the same, but the story changes according to our goal.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:19:56]:
Exactly. So I was wondering, we are already getting into the next question because you have the same startup story for different goals. Once for the VCs, once for the customers and once for the media. How do you do that?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:20:10]:
So one of the first questions we ask at the beginning of a project is who my target audience is. Think your story is like a diamond. It has the same shape but different light or different angles. Catch different light. The core story or essence stay the same, but the emphasis shifts depending on who's listening. VCs are interested in considerable market insight. The size of the opportunity. The team unfairs advantage.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:20:48]:
They're looking for momentum and scalability, betting on growth, not just the idea. For example, we've identified a massive shift in the industry and are building the infrastructure to power it. Customers on the other hand, are looking to see if you got them lead with the problem they face. Use their language, their pain points. Show empathy before features and benefits before specs. A good example would be, you know that fast trading moment when XYZ happens, we fix it. Okay, Media looking for a story worth telling or a breaking news. You can lead with a hook.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:21:35]:
Surprising stat, a bold claim. If you would like a human moment, position the startup in the culture or industry trend. Something like in a world flooded with AI hype, this team quietly built a Tool that helps human think better. So remember the diamond. It has the same shape, but different angles catch different light.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:22:01]:
Understood. We get a little bit deeper now into psychology and emotion leverage. Because storytelling actually appears to emotions, to psychology, that's the way it works. What role does this emotional resonance play in high stakes communication?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:22:33]:
So emotional resonance resonance is the. Is the difference between being heard and being remembered. A perfect example of this is Martin Luther King's I have a dream speech. He had stood on the steps of the Lincoln Memorial and presented statistics. We might have heard him, but we wouldn't have remembered him. So instead, he painted a vivid emotional picture. I have a dream that my four little children will one day. And so on and so on.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:23:06]:
So emotion is what moves people to act. It feels personal, it bypass the doubt. And it's about being human after all. Take our day to day, for example. We are all surrounded by messages all day at work, on our way to home and with our loved ones. But ask yourself what you remember at the end of the day? I mean, what you honestly remember. And the answer would be close to nothing. But if you keep in mind that you're not just transferring information, whether it is for a pitch deck, company story, or any other story you need to pass, you're transferring emotion, urgency, and trust after all, then you would be on the right path of conveying a good message.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:23:57]:
I'll give you an example of a story I built for a construction company that wanted to sell its building project. Took the basic term of home. We took the basic term of home and then transformed it into something emotional by giving home a meaning. We did it by taking the phrase home sweet home and said that the home is more than just four walls and a rooftop. Home is our memories. It's our dreams and hopes. It's our whole life. So once we created that emotion, a home went from four walls and a rooftop to something bigger that people can relate to.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:24:36]:
That makes sense. What is the best way for founders to tell vulnerable but also authentic stories without losing any trust?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:24:48]:
So we'll start with the bottom line here. Vulnerability builds trust as long as it serves the story and not the founder's ego. People don't lose trust when you're vulnerable. They lose trust when you pretend everything is perfect. Share the challenge, but not the chaos. I mean, tell us what was hard, but show us how you overcome it. A good example would be something like, we almost gave up after the product failed, but what we learned reshaped everything. I mean, frame failure as fuel.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:25:24]:
When asked about his success Michael Jordan said, I succeeded because I fail. Vulnerability becomes strength when it leads to insight, action, or growth. You're not saying we messed up. You're saying we got smarter, faster. Balance the emotion with clarity. Show heart, but stay grounded. After all, investors and teams need to feel both your humanity and your leadership. Make it relevant.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:25:53]:
Of course, if you're telling a vulnerable story, it should support your core message and not the other way around.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:26:01]:
In strategic messaging, there's always talked about signal and noise. How do you approach that? And can you tell us a little bit about what is signal? What is noise? Because I personally, I run startup rate IO mostly by myself with some assistance and I get up to 100 emails a day. No kidding, you guys. And the question is, how would you, for example, stick out from all this noise that surrounds me that I get your message?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:26:36]:
So, as you said, first, let's remember what signal is and what noises. Signal is what truly matters. Noise is all the rest, as simple as that. But the hardest part of strategic messaging is deciding what not to say. I mean, in every founder story, there's a ton of noise, feature metrics, buzzword, even good intentions. Remember the quantum computing story? It had the potential of being a flop using buzzwords. Founders tend to use the everything is important method. But come to think about it, if everything is important, nothing stands out.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:27:17]:
That's where the signal comes in. Signal is the one thing that must land the sharp truth you want people to remember when the meeting ends. What sets you apart? From my experience working with hundreds of companies, this is the most challenging part and the heart of every process of creating a winning story. It requires some skill, a broad understanding and the ability to listen. My approach is to zoom out before you zoom in. Always look at the big picture using the one slide test. So once you find it, the rest will eliminate what's nice to say. Test each slide to see how it fits the overall flow and whether he creates the momentum you are seeking.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:28:07]:
All of these create the differentiation between a signal and noise.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:28:14]:
I see. So noise is what does not matter and signal is what matters. I think I'll keep that in mind for future communications. Guys, we will be back after short ad break. Hey guys, welcome back with Ehud as my guest here we are talking about storytelling and communications and we already talked about there is a lot of complexity in startups talked about simplifying a complex story. Can you walk us through your framework for explaining e.g. deep tech to non technical stakeholders?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:28:58]:
Okay, so explaining deep tech to non technical stakeholder, whether it's Investors, partner or end user is tricky because the the tech is the easy way to go and most of the time the founder safe place. So in order to avoid that, we need to keep it simple. As you said, use analogs that support your message by creating imagery. Usain Bold the Flash Quantum computing. Avoid the jargon. Remember, no one understands the algorithm, so remember that. And it's not that important at that stage of the presentation the jargon because people tend to use it in order to sound smart. Okay, so avoid it.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:29:53]:
Just put it aside. Show the journey, not the code you need to map the user or business flow, not the algorithm. Use images to demonstrate what you mean. We call it visual storytelling. So today we use AI tools to create any image we want to want to convey a precise message. Understand what your target audience is looking for and try to give it to them. Learn from the competition, obviously, I mean, see what they say. You might know how to say it better or differently.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:30:31]:
Please keep it simple. I mean keep in mind that your message needs to be understood by an 8 year old. If an 8 year old can understand your message, you're in the right way.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:30:43]:
That reminds me of one of my first bosses who is actually listening to this podcast and he told me if you write a presentation on capital markets in consulting, make sure your grandmother would understand it. And I do believe that that's something that could really stick to. We just talked about jargon. How can founders avoid falling into steadily token in jargon but still preserve credibility within the respective sub scene? For example, in deep tech, fintech and so on and so forth.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:31:19]:
So I think we already covered that. But jargon pushes people away versus clarity that invites them in. We keep the credibility, but wrapped it in a story everyone can relate to and understand at the end of the day. In your case it was your grandmother, in my case it was my eight year old son.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:31:40]:
Yes, that works. Are there certain elements that are essential when pitching highly complex, highly technical products for highly, highly complex content?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:31:54]:
Yeah. So most of the time the more highly tech, the more complex the message is. When you pitch something highly technical, such as quantum computing or AI, the elements of the story are the same in every story. But remember that the tech at the end of the day doesn't close the deal, the story does. It goes back to clarity, simplicity and using plain language. You don't have to hide the tech obviously, but you must translate it. Focus on the problem, not the product. For example, we are solving a one billion dollar problem in supply chain trust, not just building a better blockchain.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:32:34]:
Because blockchain is abstract. But supply chain everyone understands technical doesn't mean boring and technical doesn't always mean it's the signal if it serves you right, so absolutely use it. But if not, let's try to find out what your advantage is. The one thing that you do that nobody else does.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:32:57]:
Let's go a little bit into go to market and growth. As I said, we do have different audiences here, different stages of entrepreneurs. Do you have any narrative strategies that work best during different stages? Like early stage series, a scale up? Is there a difference?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:33:21]:
Yeah, absolutely there is a difference. So our name is tailoring your story because we don't have a one size fits all policy. As you said, different fundraising stages demand different narratives strategies because the audience mindset and what they are betting on evolves all the time. For example, pre seed or seed, we usually sell the founder or the insight and the belief because this is the leg we can stand on. Serious a shifts from belief to traction show that the story is starting to come true. Scale up we will position ourselves as category leaders owning the narrative. We approach every story according to its goal, target audience and main message we want to convey.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:34:19]:
That makes sense. So in different growth stages you do have different stories to tell. And how can a clear story accelerate your go to market strategy or product market fit?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:34:33]:
Clear story can massively become a fundamental way into the go to market and strengthen it, but not to replace. Might help execute and support it better. Because when your story is sharp, everyone from product to sales to investors, understand what you're building, who is it for and why it matters now. It sharpens your customer lens. It arms your sales and marketing teams. It reduces friction in the funnel. People will convert faster. Clistoy doesn't just tell the world what you're doing.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:35:10]:
It tells your company and employees where to aim and how to move faster and achieve your goal.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:35:19]:
We've talked about positive parts of the story, but is there a common mistake, a common storytelling mistake that kills startup momentum?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:35:32]:
Absolutely. So the first mistake would be not doing all the things we talked about so far. But a company story is like a living creature. It needs to be updated and examined all the time. Momentum in storytelling isn't about speed. It's clarity. It's tension. And the reason to keep going.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:35:56]:
A powerful example is that is the opening of the first Harry potter book when J.K. rowling doesn't rush through action or overwhelm with the magical details. I mean, she builds the momentum and tension momentum by creating clarity. A seamlessly ordinary boy Living under the stairs. And then comes the tension. Strange things are happening. Letters keep arriving and no one will explain why. And the most important thing is a reason to keep going.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:36:32]:
Who is Harry? Why is he different? Readers are pulled forward not by speed, but by emotional investment and unanswered questions that storytelling momentum. I mean not how fast the plot moves, but how deeply it makes you need to know what happens next.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:36:53]:
I see, I see that. That's interesting. From Harry Potter, always have in mind like when they go out, when they avoid all the letters, when they go out and have like all the trees, the building surrounding covered in owls. That's what I half of mine. I'm going a little bit into the last few questions because I I am bombarding you with questions for almost 40 minutes now. Talk a little bit about differentiation and competition. Sometimes it feel like you're swimming in an ocean of startups. How does a narrative help to shape your positioning?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:37:37]:
Okay, so narrative is positioning with the heartbeat. Positioning tells me where you are, but the narrative tells me why I should care. It gives investors something to bet on. It give customers something to believe in. And it gives your team a reason to show up with fire every day. For example, you're not just a fintech tool, you're restoring financial dignity. Or you're not just a cyber security platform, you're defending the edge of digital trust. Or you're not just optimizing workflows, you're reclaiming hours of human focus.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:38:23]:
Once you set the narrative, it should guide you through the whole story.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:38:28]:
You're doing good. And we do have the last question ahead of us still differentiation and competition. How can storytelling help founders to defend either against copycats or even larger competitors?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:38:44]:
So this question reminds me of the times we're experiencing in this era of AI. The one thing AI can't replace yet is our emotions and intuition. In a world where anyone can copy your product, your story and strategy becomes your strongest defense. Because feature can be cloned. But trust and emotional connection, those take time to build and are almost impossible to steal. Once you build them right, you can be a shoe company, but you can't just do it like Nike. Or you can manufacture computers and phones, but you can't think different like Apple. So a good story anchors your uniqueness and it shifts the conversation from features to value.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:39:36]:
For the close. I was wondering, we are just on the onset of the age of AI. What would be your boldest prediction about how storytelling will change startup fundraising by, let's say, 2030?
Ehud Dror | Founder | Corporate Storytelling Strategist [00:39:54]:
Wow, that's well when it comes down to it, storytelling isn't a trend. I mean, it has been a co human communication technique since prehistoric times. If you'd like. It's one of those. The oldest tool we have used long before written language to pass down knowledge or culture or survival skills. People tend to remember stories from childhood, like Hansel and Greta or Cinderella, for example. Today, AI can make you a good pitch deck. But good as it is, it's not good enough anymore because everyone is good and uses the same AI.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:40:42]:
Storytelling will take you from good to excellent from 9 to 10. It will always be the difference between. Actually, it will always be the difference and turning point between success and failure. In the future, I think storytelling won't just support the fundraising process, it will be the fundraising process. So while the tools have changed from caves to slides or from firelight to spotlight, the strategy remains the same. All you have to do is choose the right storyteller to walk you through this process.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:41:22]:
So that means if you do have a story, a story that appeals to human, it's always possible to get an AI to help you with refining, with adapting it. But it's almost impossible for an AI right now to come up with such a story.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:41:39]:
Yeah, AI still can't put the emphasis on emotion and intuition. This is something that us human still have in opposed to AI. So as long as we keep that ability, we will be good.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:42:01]:
I see. Ehud was a pleasure having you as guest here on Startup Rate IO. Thank you very much.
Ehud Dror | Founder | Corporate Storytelling Strategist [00:42:09]:
It was my pleasure.
Jörn 'Joe' Menninger | Founder and Editor in Chief | Startuprad.io [00:42:15]:
That's all folks. Find more news streams, events and interviews@www.startuprad.IO. remember, sharing is caring. Sam.
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