How To Create A Sticky Founder Story

Has this ever happened to you?

I recently found myself in a few situations where I was fumbling around, trying to share my background info.

Not a good look.

I needed to prepare something memorable and less boring so that I was ready next time.

So, I learned how to craft a founder story.

Why story's

Stories have been the best way for humans to share ideas forever.

For example, if a caveman barely escaped getting eaten by a saber-tooth tiger, he told the story to get the word out and help his tribe.

Knowing how to tell a good story will help you get the word out to help your tribe.

The type of story I focus on in this post is a founder story. This is because this post primarily centers on building a one-person business.

Just know there are other uses for the upcoming formulas as well. For example, a founder story is similar to what writers/creators call an origin story.

Also, I had a go-to story to tell when I did radio and podcast interviews as a singer-songwriter. You can use these formulas to create a story to communicate any idea.

What is a Founders Story

As a business owner, your top goal when dealing with anyone should be to get them to know, like, and trust you.

A well-crafted, honest founder's story can achieve all three so you can reach your goals faster.

Plus, it will help...

• Deepen a connection with the audience.

• Make you and your message more memorable

• Show that you have a deep understanding of the problem

You know how it feels. You've been there.

Who could be better to help them than you?

Also, having a well-thought-out story helps keep the business’ mission top of mind when creating content so it is consistent.

And gives you a story you can lean on, so you don't have to think about a new story every time you have the opportunity in person, on a podcast, or wherever.

What makes a good founder story

The most basic way I found to tell a story is by sharing your transformation.

You can do that in three steps with examples:

1. Problem: [continuing with the caveman them] I was walking through the jungle to get water but couldn't because a tiger almost ate me.

2. Solution: Now, I carry a torch when I get water because tigers hate fire.

3. Success: It's so awesome now because I have water, my life, AND all my limbs.

Watch the video to hear how I used the formula to create my story…

Not bad, but I thought I could do better...

Making it stickier

The basic components gave me a decent story, but I knew I could improve.

Justin Welsh teaches a formula that deepens the connection to the audience even further.

His steps are:

1. Obstacle: [more caveman] A tiger tried eating me on the way to the watering hole.

2. Internal Struggle: I am shaking in my loin cloth and won’t be able to provide water for my family.

3. External Struggle: My family and tribe looked at me with disappointment in their eyes because I couldn’t provide for them.

4. Change Event: One day, I noticed a plume of smoke rising in the distance. There was a large prairie fire.

5. The Spark: I noticed a tiger running away from the fire.

6. The Guide: By lighting a torch to take with me when I went to get water, fire helped me keep the tigers away.

7. The Results: Now, I get water any time I want to. My family and tribe are happy and think I’m a badass.

Justin goes into more detail regarding the psychology of each step (you can read his post here to find out more).

Here's a video showing how I improved my story to make it stickier.

Please note it’s a little too long, so don’t feel like you have to watch it all. Just wanted to give you an idea.

Now is that the final version?

Nope.

But it is about 80 - 90% ready.

I will always refine it and observe peoples’ reactions as I tell it.

It is the same approach to writing a song. When I write one, the first version is never the last, even after I record it. It will evolve as I perform it live, depending on the audience and whether or not I’m playing it solo or with other musicians.

Conclusion

So, there ya go.

To get people to know, like, and trust you, craft a sticky founder story.

Describe your transformation by ramping up the emotion value using the following these steps:

1. Obstacle

2. Internal Struggle

3. External Struggle

4. Change Event

5. The Spark

6. The Guide

7. The Results

Do that and your message should resonate with your audience.

And now…

Music Of The Week

To give you another example of how you can use stories (while fulfilling my weekly music quota here on The Optimist).

Here is my song, “Brown Boots,” which tells the story of a blue-collar worker and the story behind the song. The song is called “Brown Boots.”

The video starts with me telling a story about the inspiration for the song, and the song starts at 2:58.

More story-building resources:

Here are some of the resources I learned from to help craft my story.

Niel Patel - How To Create And Authentic Brand Story That Improves Trust 

Takeaway: Keep it simple to avoid losing momentum. Focus on why your company exists. Every story has a beginning, a middle, and an end. Explain each step as a Problem, Solution, and Success. Customers Buy a Part of the Story, Not Just a Product

B2B Video School - Building A StoryBrand Summary by Donald Miller

Takeaway: Your customer is the hero. The problem is the villain. You are the guide who must show authority, a deep understanding of how to help and eagerness to help.

The Futur - How To Craft A Story Brand People Remember

Takeaway: Build a world to show characters' interconnectivity and how it relates to a bigger narrative. Uses superheroes as an example. It must have an origin story, defining moment, and transformation.

Justin Welsh - Build A Better Founders Story

Takeaway: List of 7 steps to create a story that deepens our connection to your audience and builds loyalty.

Alex Hormozi - The Biggest Mistakes Personal Brands Make

Takeaway: Don’t be a clone. Sharing your varied interests and dressing however, you want is a pattern interrupt. Joe Rogan is an example he uses.