Stage 4 – Tell Your Story

Course Overview:

What is your startup's message?

You’ve been honing your story since the very first time you described it to someone else. Now it’s time to go public with the perfect message, on the web, on video and in person.

In this course we will address these issues and more:

  • What story do you tell? The problem? Your solution? Your best feature?
  • How does that story change with the audience? Do you tell a CEO the same story as a front-line user?
  • How does the story change between a web video (unknown audience) and the fifth demo to a customer you’ve been working with for months?


What is Your Goal?

When creating any B2B presentation, video or web page, your goal is the same: to demonstrate to the audience that you understand their situation, and that you can help make things better. Does that sound too simplistic? Evaluate the homepages of fast growing, successful companies against that standard. Chances are they tell a clear story to their audience.

Caution: Large companies with many products often tell complex, high-level stories aimed more at bankers and institutional investors than customers. Compare your story against successful companies that sell one or two products.


Where Do You Start?

If you have worked your way through the earlier courses, you won’t be surprised that the best presentations, videos and demos start with customer Pain and Hot Buttons. To learn more about these, please review Stage 1: Start Your Journey Here where they are covered in detail. When you’re ready, click the first lesson in this course.


Regarding Branding

Some experts may disagree with this, but in B2B, customer success and revenue comes first. This site is focused on getting you to revenue with the product customers want, as quickly as possible. While IBM, Cisco, SAP, SalesForce and HubSpot all prove the long-term importance of brands in B2B, all of them achieved tremendous product success with customers first. Slack is a great recent example of a company that recently built a successful B2B product long before worrying about branding or even design. Here’s a quote from a Wired article about Slack from 2014:

Slack is so beloved that some companies have begun mentioning it as an employment perk alongside on-site massages and bottomless bacon-tray Fridays in their job listings. Like: We have a dry cleaning service, an ice cream parlor, and… Slack.

No amount of branding can compete with that.