A short note on why your story matters and how to tell it.
Coinbase’s Brian Armstrong could sell his company as a crypto exchange, but he sells freedom from banks. Stripe’s John Collison could sell his company as a payment API, but he sells the GDP of the internet. Robinhood’s Vladimir Tenev could sell his company as an investment app, but he sells finance for all.
Most entrepreneurs sell what they build, but the best ones sell what it means.
Every company starts with frustration. Your story doesn’t begin when you wrote your first line of code or incorporated the company. It begins the day you decided “enough.” That’s your spark. It’s usually a quiet irritation that becomes unbearable: the process that never worked, the rule that made no sense, the inefficiency everyone accepted.
Action: Go back to the exact moment you decided to act and write: Where were you? What happened? Who—or what—was the villain?
Every great story needs a destination; a picture of what happens once the problem is solved. That’s your better world. The friction is gone. The process finally works the way it should. Show people what changes when your product wins, what life or business looks like after. You’re not selling software. You’re selling a vision.
Action: Write one paragraph that starts with “In our world…” and describe what’s different when your product succeeds. Keep it simple and real, not technical.
Your story isn’t something you tell once. It’s something you show again and again. Every piece of content you publish is a scene in your story. Together, they reveal how you think, what you’re building, and where you’re heading. You don’t build trust with a single post or a press release. You build it by taking people inside the journey.
Action: Create three types of content: Behind the scenes to show how your team is working to bring the vision to life; Product to show concrete progress toward that vision; Data or market insights to show why the vision matters and what opportunity it unlocks.
If you want to talk about your story, you can book a quick call on my calendar.
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