The startup scene is becoming increasingly crowded. Perfectly framed by The Economist as a "startup boom" - with U.S. business applications peaking at 5.5 million last year - standing out isn’t just about being noticed, it’s about doing so with clarity. With so many ideas competing for attention, storytelling has never been more crucial, distilling complex ideas into something audiences can quickly grasp and connect with.
Start with What They Already Know
“We are the Apple of...” “We are the Netflix for...” These statements, echoing across VC offices worldwide, may feel like clichés or outdated tropes. But when you look closer, there’s an important insight to uncover: startup founders realised decades ago that when introducing something new, there’s nothing more effective than connecting your story to something people are already familiar with.
Take the example of a startup called Perlego. They position themselves as “the Spotify for academic textbooks,” as highlighted in this TechCrunch article. Whether or not you like the phrasing, you can’t argue with its effectiveness—within seconds, you have a pretty clear idea of what they offer, even without additional explanation.
Yes, there are other, less obvious (some would say boring) ways to achieve the same goal—using jargon and familiar visuals to their advantage to explain solutions and benefits. From food-tech Tender Food’s “Meat-Free Meat” to Perplexity AI, which initially referred to itself as “the conversational search engine” before becoming as well-known as it is today, these approaches immediately set the stage for what the product offers.
Do They Get It? Now They Should Trust You
Being new brings many positives to storytelling. You have the freedom to craft a fresh narrative without being tied down by past perceptions. You can innovate and explore ideas without the baggage of legacy systems. But at the same time, being new means no one knows you—and that makes it harder to earn trust.
While well-known global companies can leverage their experience and legitimacy, built over years of consistent performance, early-stage startups face the challenge of starting with a blank canvas. But is trust only generated by flaunting a company’s time in the market? Of course, not. The answer lies in understanding what trust truly is. According to Merriam-Webster, trust means “to rely on the truthfulness or accuracy of.” In other words, it’s about proof.
Startups can use storytelling to identify existing proof points and blend them smartly into their messaging across all channels. As a rule of thumb, the more tangible the proof, the better—whether it’s the backgrounds of the founders who built the startup, their team and investors, or participation in well-known startup programs. This is why, for instance, YC startups often show off their participation in the program through their websites and communication as a signal that they are “legit.
A Process, Not a Quick Fix
Storytelling for startups is a game-changer—a way to tackle challenges and overcome obstacles during their early days. It is a tool to convey ideas, build trust, and establish credibility by using tailored messages for each audience. By focusing on these tangible elements, startups can create strong, lasting foundations instead of relying on fluff narratives.
However, it is not a one-and-done effort. It is a process that must evolve through feedback from audiences, stakeholders, and the market. In the fast-paced world of startups, where markets shift rapidly and priorities change, the ability to adapt and refine narratives becomes essential. Constant improvement ensures narratives remain relevant, resonate with changing audiences, and reinforce the trust that startups need to grow and succeed.
Maor Ofek is the Founder of SIDE ST, a brand consultancy dedicated to helping startups worldwide build their brands on strategic foundations. Based in the port city of Haifa, Maor also lectures on startup branding at leading entrepreneurial institutions such as the Technion and Reichman University.
The startup scene is becoming increasingly crowded. Perfectly framed by The Economist as a "startup boom" - with U.S. business applications peaking at 5.5 million last year - standing out isn’t just about being noticed, it’s about doing so with clarity. With so many ideas competing for attention, storytelling has never been more crucial, distilling complex ideas into something audiences can quickly grasp and connect with.
Start with What They Already Know
“We are the Apple of...” “We are the Netflix for...” These statements, echoing across VC offices worldwide, may feel like clichés or outdated tropes. But when you look closer, there’s an important insight to uncover: startup founders realised decades ago that when introducing something new, there’s nothing more effective than connecting your story to something people are already familiar with.
Take the example of a startup called Perlego. They position themselves as “the Spotify for academic textbooks,” as highlighted in this TechCrunch article. Whether or not you like the phrasing, you can’t argue with its effectiveness—within seconds, you have a pretty clear idea of what they offer, even without additional explanation.
Yes, there are other, less obvious (some would say boring) ways to achieve the same goal—using jargon and familiar visuals to their advantage to explain solutions and benefits. From food-tech Tender Food’s “Meat-Free Meat” to Perplexity AI, which initially referred to itself as “the conversational search engine” before becoming as well-known as it is today, these approaches immediately set the stage for what the product offers.
Do They Get It? Now They Should Trust You
Being new brings many positives to storytelling. You have the freedom to craft a fresh narrative without being tied down by past perceptions. You can innovate and explore ideas without the baggage of legacy systems. But at the same time, being new means no one knows you—and that makes it harder to earn trust.
While well-known global companies can leverage their experience and legitimacy, built over years of consistent performance, early-stage startups face the challenge of starting with a blank canvas. But is trust only generated by flaunting a company’s time in the market? Of course, not. The answer lies in understanding what trust truly is. According to Merriam-Webster, trust means “to rely on the truthfulness or accuracy of.” In other words, it’s about proof.
Startups can use storytelling to identify existing proof points and blend them smartly into their messaging across all channels. As a rule of thumb, the more tangible the proof, the better—whether it’s the backgrounds of the founders who built the startup, their team and investors, or participation in well-known startup programs. This is why, for instance, YC startups often show off their participation in the program through their websites and communication as a signal that they are “legit.
A Process, Not a Quick Fix
Storytelling for startups is a game-changer—a way to tackle challenges and overcome obstacles during their early days. It is a tool to convey ideas, build trust, and establish credibility by using tailored messages for each audience. By focusing on these tangible elements, startups can create strong, lasting foundations instead of relying on fluff narratives.
However, it is not a one-and-done effort. It is a process that must evolve through feedback from audiences, stakeholders, and the market. In the fast-paced world of startups, where markets shift rapidly and priorities change, the ability to adapt and refine narratives becomes essential. Constant improvement ensures narratives remain relevant, resonate with changing audiences, and reinforce the trust that startups need to grow and succeed.
Maor Ofek is the Founder of SIDE ST, a brand consultancy dedicated to helping startups worldwide build their brands on strategic foundations. Based in the port city of Haifa, Maor also lectures on startup branding at leading entrepreneurial institutions such as the Technion and Reichman University.
Further Reading
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