Storytelling Essentials For FMCG Founders

Every founder-led business in the FMCG sector understands the importance of a compelling pitch. Whether you're looking to raise funds, make sales, or plan a successful exit, your ability to tell a powerful story can be the difference between success and failure. Here’s a foundational storytelling framework. All the best story tellers use.

The Basic Principle: Every Story Needs a Shift

1. Normal: Things Are the Way They Are Establish the status quo. Describe the everyday reality before change occurs. This could be the state of the market, the challenges your company faced, or the general industry landscape. It is crucial to set a clear and relatable context for your audience.
2. Explosion: Change Occurs Introduce the catalyst for change. This could be an innovative product launch, a significant market shift, or a breakthrough discovery. Emphasise the importance of highlighting a 'gleaming detail'—a small, vivid element that makes the change memorable and impactful.
3. New Normal: Things Are Different Describe the transformed state after the change. Highlight the new opportunities, successes, or advancements that resulted from the pivotal moment. This should lead to a compelling vision of the future, grounded in the changes brought by the explosion. It is important to stress emotional connection, showing how the change has improved lives or solved problems.

Example: IMPOSSIBREW® 

Normal: The founder story from Mark Wong, is poetic… Mark liked booze but due to a health scare was warned that continuing to drink would damage his health. There was nothing on the market that gave the experience of alcohol and the ritual of beer in a social occasion.

Explosion: Mark went down a rabbit hole of research and travel to discover other mood altering substances. Mark found some substances and then set about infusing them into a beer. Many said it could not be done, however Mark found a scientist to work on this and they formulated Impossibrew’s Social Blend, a mixture of various adaptogens, nooptropics vitamins and herbs developed to give an uplifting feeling.

New Normal: As consumer awareness opens up to the power of adaptogens and the dangers of alcohol - Mark’s social blend incorporated into great tasting beer offers a genuine alternative to alcoholic beer as he takes on big beer, by creating a modern beer brand.

Example: PerfectTed 

Normal: The founder story from Marisa Poster , one of the 3 co-founders brings this to life perfectly. ADHD and anxiety meant sugary synthetic energy drinks and coffee did not work - caused jitters, crashes and increased anxiety.

Explosion: Finally discovered matcha tea. Slow release caffeine, no crashes or sugar. So set about creating a range of matcha based products that fit the same consumer need as coffee and energy drinks.

New Normal: Perfect Ted was launched creating a new normal for energy drinks without the side effects of coffee and energy drinks, but products to fit those occasions with matcha powder and 4 flavours of drinks.

Applying This Framework to Your Business

Pitching Ideas

When pitching a new product or service, start by painting a picture of the current landscape (Normal). Introduce your innovative solution (Explosion), and then illustrate the benefits and new opportunities your product creates (New Normal). Use 'gleaming details' to make your pitch memorable and emotionally engaging.

Raising Funds

Investors need to understand not just what you do, but why it matters. Use storytelling to show the existing market problems (Normal), how your company disrupts the status quo (Explosion), and the potential growth and impact (New Normal). Emphasise the emotional core of your story to connect with investors on a deeper level.

Making Sales

Customers are moved by stories that connect with their needs and desires. Explain the usual problems they face (Normal), how your product or service changes their experience (Explosion), and the improved outcomes they can expect (New Normal). Highlight specific, relatable benefits to create an emotional connection.

Writing Copy

Effective marketing copy resonates with readers by following this narrative arc. Highlight the everyday challenges (Normal), present your solution as a game-changer (Explosion), and depict the enhanced lifestyle or results (New Normal). Use vivid details to make your copy stand out.

Why Practice Makes Perfect

To become a master storyteller, you need to practice. Reflect on the significant shifts in your business journey and craft stories around them. Engage with your audience by sharing these narratives across pitches, presentations, and marketing materials.

Conclusion

Great storytelling isn't just a nice-to-have; it's a necessity for any founder looking to exit their business successfully. By mastering the art of storytelling, you can connect more deeply with investors, customers, and partners, ensuring your business stands out in a crowded market.

Remember, every story needs a shift: establish the normal, highlight the explosion, and illustrate the new normal. So, get to practicing and watch how it transforms your business narrative.

For further reading, consider "Do Story: How to Tell Your Story So the World Listens" by Bobette Buster. Bobette Buster This book provides valuable insights into crafting stories that resonate and inspire action.