Ben Horowitz is a startup founder and venture capital expert. He has invested in the next generation of leading technology companies, including Airbnb, Facebook, Pinterest and Twitter.
A few years ago, while interviewing leading startups, he was asked about companies that insist that products are the only thing that matters.
“You can have a great product, but it’s a compelling story list of kuwait consumer mobile number list
that gets a company moving. If you don’t have a great story, it’s hard to motivate people to join you, work on the product, and get the public to invest in the product. Companies that don’t have an articulated story don’t have a clear, well-thought-out strategy. The story we tell is the strategy of the company .”
The idea behind a strategic (or business) narrative is very simple: why not apply the principles of storytelling — the same principles that have been used for books, movies, and video games — to business and strategy?
Storytelling has always been used in advertising to make brands come to the minds of potential buyers. Advertising uses stories to convey emotions, entertain, inform and educate.
Stories told through TV commercials are memorable and help brands stay relevant.
And if you're familiar with the beautiful TV commercials from John Lewis and Coca-Cola, just to name a few, you know exactly what I'm talking about.
In fact, they consider storytelling as the opposite technique to advertising. Most theories behind Content Marketing assume that since buyers hate being interrupted by ads, the only way to attract them is by using content and stories.