UL0014 – Think Big, Start Small
May 10, 2012
Transforming Ideas into Business
June 25, 2016

It’s All About the Back Story


To get someone interested in your product, you must have an appealing story to tell.  A story that will capture their attention and hit the right nerves to make them want to buy. Of course, you need to ensure that you are targeting the right customer and they need/want your product in the first place. If you can figure this out you will have a great start.

For any stakeholder (employees, partners, suppliers, investors or customers) to want to partner you, they must buy in to your story too. It must be a genuine story that will attract people to join you. But the first person you have to convince is yourself. If you are convinced that the idea is the best one around,  then it will be much easier to convince the next person.

How do you make a good story?
For you to have a good story, you need to start with the Why.

Why are you working on this problem? Is it a problem that has been unresolved by other solutions? Is your solution one you think can solve a large part of the problem, more than how others have tried to solve it? Why are you interested in solving the problem and why do you think you can do it better than others? What is that personal connection or passion that is bringing you on board this project?

Once you have answered your Whys well, you can then work on the How and the What? But you must do a good job with the Whys first. You should look at the process of how you are solving this problem? Have you looked at the problem from all angles and also mentally tested  the solution? What product or service can you create to solve this problem and make people’s lives better?

Once you have sorted out the answers to the Why, How and What, the next step is to sell you solution or idea to others. You need to have a good story and a good pitch to do so well. The audience is the most important ingredient; remember you are pitching to them. People do not care about your problems, they care about their own. Which is why stakeholders will always ask, who is your target market? Who are the people facing the same problems? So remember to put others in the centre of the story, those for whom you are solving the problem, you should not be the centre of the story. If they can relate to the problem and are excited about your solution to help improve their lives, you would have struck the right cord. They will then be willing to dish out the cash to pay for the solution or to be part of the solution (in the case of investors and other stakeholders).

So what we have discussed above boils down to three very important points.

  1. You need to understand your target audience thoroughly.
  2. You must identify the right solution for your target audience
  3. Your story must be crafted in a way that will help your audience feel excited that finally someone found a solution to their problems.

If you can put these points together in your pitch, there will be many investors and more importantly customers who will flock to your door.

Inderjit Singh

1 Comment

  1. Teto says:

    Hey, that’s a cvleer way of thinking about it.

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