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 economic freedom. Stripe’s John Collison could sell his company as a payment API, but he sells the GDP of the internet.
Most founders sell what they build, but the best ones sell what it means.
Every company starts with a problem to solve: the process that never works, the rule that makes no sense, the inefficiency everyone accepts. That's the villain you're fighting. The more specific you make it, the more your future customers see themselves in the fight.
Action: Answer these two questions in one sentence each. Who or what is the villain right now? Why do you need to fight it?
Every great story needs a destination, a picture of what happens once the problem is solved. That’s your better world. 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.
Every choice you make is a scene in your story—tell it. Show how each decision moves you closer to the better world. Founders who only post lists of features sound like a changelog. Founders who only post about their vision sound like a TED talk. The trust comes from welding the two together.
Action: Pick one decision you've made recently—a product you launched, a feature you shipped, a key hire, a new partnership. Explain in one paragraph why it is a small step toward the better world you described. Hit publish.
These three pillars are the start. The work is making them hold together across everything you say publicly, from fundraising to hiring to posting. You can book a 30-minute call on my calendar if you want to work through it.
You can read some of the stories I've written to get a sense of how I approach storytelling: