English to Russian Marketing Marketing / Market Research

Доброго времени суток.

But slightly different from crafting your story for investors, when telling the story to potential customers, include the emotions of what drove you to create this solution in the first place. What were you frustrated by? What problem were you dealing with? The Airbnb founders couldn’t pay their rent and were looking for a solution to make ends meet. The fear of not being able to pay your essential bills is real for many of the Airbnb customers who rent out their spaces. Including that side of their founding story resonates with the customers who are looking to make additional income and have never realized the unused space in their home could do it.

New talent cares most about your passion for your work. They want a founder who is committed, enthusiastic, and loves what she or he does. Passion is contagious. When you tell your founder story to new team members, it should include love—the kind of love that twinkles in the eye of a new father or a woman who has just met the one. Instead of “boy meets girl,” it’s “founder makes company.”

Of course, none of these emotions are mutually exclusive. Investors and customers want to know you have passion for what you do; new talent wants to know you’ve faced challenges and survived. Your founder story should be consistent, and traces of your emotions should be a part of the story regardless of the audience. But if you want to ***play one over the other***, it’s a super-pro move.

Спасибо.