Entrepreneurs Need to Get Their Story Straight.

25 Apr

By Dennis Ford, Founder & CEO, Life Science Nation; Creator of RESI Conference Series

This is a first installment in a series aimed at helping the scientist/entrepreneur become familiar with a natural way to get their message out by working on telling a compelling story. Telling a story starts with finding and getting the storyteller in context themselves first and then on to their audience.

The Real You

Being the real you. Being authentic. Finding your voice. That is what really matters in life and in business. For me, basically where it all starts in the world of the entrepreneur is finding and connecting with your inner voice and allowing that voice to tell your very own personal story. You will find in business that the most successful players are always the best storytellers. Don’t worry about storytelling – it is in your DNA; it is a deep part of every culture. It is how we teach and learn. Hopefully, this article will begin to help you get in touch with your voice and your story, as it relates to you building your business. It isn’t easy. It’s hard work. Above all, it takes practice. As the joke goes: ‘How do you get to Carnegie Hall? Practice, practice, practice!’ Make no mistake about the art of storytelling – it is a craft honed by practice. So, if you are not a natural bon vivant, raconteur, story teller, you best better get after it. The good news is: you can do it, but it starts with getting and thinking about your basic story.

Believe me, there are a lot of theories on how to make it in business. Every self-loving, self-proclaimed, teacher and consultant of the how to be a successful entrepreneur is pitching their latest gimmick and scheme. There are wheelbarrows full of preconceived notions about how entrepreneurs are supposed to be, supposed to act and build their image. You already have an image that you are currently portraying to the world and it is important to take a look at what you are actually broadcasting out there. Be aware of your image and be aware of what your projecting to the world. Know who you are and how you come across. It may sound funny, but you are “the package” when you are out speaking about your technology and company. It is always good to think about what you are portraying to the market. When you see the high profile players in the media they are all out there with a good idea of who they are, what their appearance is and how to tell their story. These are the basics I am imploring you to think about and be aware of.

Some entrepreneurs find their own entrepreneurial idols, create their own fan clubs and try to emulate and copy the image they think works. It gets even darker, take Elizabeth Holmes, founder of Theranos and the alleged Steve Jobs connection. Others create unique personas or try on multiple new personas looking for contrived versions of themselves or who they think they should project to the world. The message here is clear: don’t over-work and over-think the process. ‘Fake it till you make it’ doesn’t work. Where is this little diatribe is heading? Despite what all those offering well-meaning advice will tell you…to be a successful entrepreneur you need to be yourself, work on your unique story of how you, your team and your technology arrived at this point in time and where you are hoping to take it.

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