Before You Launch A Startup, Learn This

Toy Story does this so well. Go watch Pixar’s work. Every minute there’s a value change. They’re happy, now their sad. They’re safe, now they’re not. Now they are. Now they aren’t again.

My kid was glued to her seat at My Little Pony because their writers also know this basic tenet of interesting writing and storytelling.

The ponies were in a wonderful stupor setting up for a party. Now terrible danger and monstrous creatures ruin their lives. Now they’re running. Now they’re safe. Now they’re at death’s door again.

And when you think about the boring drivel you read or hear all too often — maybe it’s your friend talking about work, or someone going on about their day — I bet it’s because there’s simply no conflict, and even more so, there’s no value change. They went from doing well at work to still doing well at work. They went from depressed to still depressed.

Of course there’s a ton more to practice and learn about the craft of telling good stories — things like the Hero’s journey or three act structures — but just get this little part right from McKee and you’ll already 10x the stuff you write and tell people about.

It’s happened for me. I went from that miserable failure of a startup to realizing I needed to get better at audience building before my next venture. And so I practiced my craft of writing and storytelling on my blog. One article a week. Tell a good story. Me or someone else figuring out some problem through some conflict. My audience grew.

And that audience grew to support my next project, Draft, which turned out rather successful in a crowded market of writing software. And then someone in that audience picked me to take over the business they were spinning off, Highrise. Mostly, all because I finally learned to capture people’s attention better through storytelling.

P.S. You should follow me on YouTube: youtube.com/nathankontny where I share more about how we run our business, do product design, market ourselves, and just get through life. And if you need a zero-learning-curve system to track leads and manage follow-ups, try Highrise.

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