Published On: Fri, Jul 16th, 2021

Emergence Capital’s Doug Landis explains how to brand (and tell) your startup story

How do you go over a names and numbers with your startup representation deck? For Doug Landis, a answer is one elementary devalue gerund: storytelling. It’s a word that gets thrown around a lot of late in Silicon Valley, yet it’s one that could legitimately assistance your startup mount out from a container amid a raise of pitches.

Landis knows a satisfactory bit about a concept. Following stints during Salesforce and Google, he served as a “chief storyteller” during Box. These days, Landis is a expansion partner during Emergence Capital, where he helps tell a stories of a firm’s portfolio companies.

Landis assimilated us on a initial day of TechCrunch Early Stage: Marketing and Fundraising eventuality to offer a display about a value of storytelling for startups, whittling down a customary two-hour review to a 30-minute version. Though he still managed to rewind things flattering far, opening with, “400,000 years ago, group and women used to lay around a glow array and tell stories about their day, about their hunt, about a one that got away.”

Connect a dots

More mostly than not, decks embody a array of numbers and charts. The pursuit of a story representation is weaving a good account around these figures.

If we consider about storytelling, and we consider about a physiological and psychological elements — what’s function between a storytelling and a listener — we’re indeed looking for a patterns. If we consider about it, it’s since those jingles and commercials get stranded in a head, and we can’t forget it, even yet we don’t even know most about a product. But we remember a jingle, remember a commercial, we remember a brand. Because as humans, we’re looking for a patterns in a communication. Our pursuit is to bond a contribution and fill in a holes. And from those connections, we emanate a story. We emanate a story in a brain, since a mind indeed processes information by story form. (Timestamp 3:20)

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Get to a point

They don’t call it an conveyor representation for nothing. And infrequently even a best storytellers have a robe of rambling. Here’s an practice for slicing divided some of a additional when attempting to get your story in front of VCs.

When we tell a story during work, ask your peers or a listener to share behind with we in one judgment what a indicate of that story was. Get evident feedback, and we can afterwards brand either or not your story was on aim or not. The story needs to be applicable to a assembly who’s there, yet a existence is, we need to be really transparent about a indicate you’re perplexing to make with a story. (Timestamp 6:33)

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