4: You Are Telling A Story…

4

You Are Telling A Story…

Never forget, you are telling a story when you launch. Since It’s a story that people haven’t heard before, you need to keep some things in mind:

Identify the chief “storytellers” and get them good and ready. This is not always your CEO or even the founder. It’s the one who swallowed the most passion pills and can best evangelize your company’s gospel to the masses.

Example: In the case of Soraa, we launched a new technology leapfrogging anything else the LED lighting industry had yet designed. The CEO, Eric Kim, happens to be an excellent spokesman and nails all of his interviews like a pro—a skill built up from his former position as marketing lead for Samsung, when he helped the company overtake Sony in several consumer electronics categories. But because he is not a lighting industry guru himself, and unable to speak to the level of detail required for certain audiences, we included as spokespeople the heads of product marketing, sales, and product development and design to speak to the individual lighting and vertical industry influencers.