The power of an origin story: How founders build trust and connect with their audience.

In the world of startups, the journey behind the idea often captivates as much as the idea itself. An origin story isn't just a narrative, it's a mosaic of defining moments, lessons, and insights that illustrate not just where you're going, but where you've been.

For startup founders, leveraging your origin or founder story isn't about crafting a tale for a Wikipedia page—it's about forging a genuine connection with your audience.

Defining Origin Stories:

Teddy Mitrosilis, in a discussion on personal branding, perfectly encapsulates the essence of an origin story: "It’s your life’s defining moments, lessons, and insights. People follow and buy from people. Before anyone will be interested in your company or work, they want to feel a connection to you."

To help get you started, we have collected several great examples of leaders who share their personal or business stories, or just teach great lessons based on their life experiences.

Crafting your Origin Story: A step-by-step guide:

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Identify defining moments
Reflect on the pivotal moments in your life, as Sir Richard Branson does in this childhood story:

“I'd heard that Christmas trees sold for a pound a foot high. And so I thought, well, if I plant the Christmas trees and I wait two or three years, they will all grow, and our 5 pounds will turn into 1,000 pounds. So on the Easter holidays, I planted the seedlings. I went off to boarding school for the term, and I dreamed of what would grow.

Anyway, the rabbits got in and ate all the trees. I remember walking up to the field when I'd come home from school one day and just seeing a wasteland where every single Christmas tree had been eaten.

At that moment, I realized a well-thought-out scheme can go south when you're not closely tending to your investment. And I think, throughout my life, if something's gone wrong and there's nothing we can do about it, accept it gracefully. Put it behind you. Pick yourself up and start again.”

-Sir Richard Branson, for MasterClass

This early experience has shaped his mindset toward failure.

2. Embrace emotional and sensory details

Nikhyl Singhal's vivid childhood memory of dog races in the Midwest serves as a metaphor for career ambition and the importance of always having a goal. These sensory-rich scenes make your story memorable and engaging.

“When I was a kid and I was growing up in the Midwest, entertainment was going to the dog tracks. The way that they motivated the dogs was they had these fake rabbits. These tails would go around faster than the dogs, which would then motivate the dogs to go around in circles. And what was interesting is the moment that the dogs, if they accidentally touched the rabbit, they would never run again because there was like, "Well, what's next? I've achieved what I was looking for."

So I think this happens a ton, "Well, one day I will be X. I will be that vice president. I will have more money. I will have built something. I will have started a company." But they don't think about what happens next. What's the second thing? What's your career next look like? How do you ensure that you are always going to have something important and motivating to do with your career?

Otherwise, you'll keep working because you know nothing else to do, but you'll be sadder or you'll find ways to create war when peace is needed.”

-Nikhyl Singhal is VP of Product at Meta. Source Lenny’s podcast.

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3-Connect through relatability

The story of Seth Inglis-Jones and his co-founder's bond over shared philosophies and eventual business partnership illustrates the power of camaraderie and shared dreams in the entrepreneurial journey.

“We've basically met at university [...] we shared a similar philosophy module. And we were really enjoying a debate we were having. But the tutor wasn't so good. So we thought we'll just carried on at the pub, we sort of chatted for about four hours. And then within about six months, we became best mates, we had lots of shared interests, surfing and music being too. And genuinely within that period, we were like, “right, we're going to start a business together”.

-Seb Inglis-Jones, Co-founder of Maeving for Monocole’s podcast

4-Showcase resilience

Ron Finley's transformation of South Central Los Angeles through community gardening showcases how overcoming adversity can lead to impactful innovation. It's a testament to the power of a single person's vision to effect change.

“Ron Finley comes from a place where much of what grows must force itself through cracks in the concrete. The “Gangster Gardener,” as he’s known, hails from South Central Los Angeles, a neighborhood so often portrayed in film and on television as a harsh landscape of poverty, gangs, and endless drive-through fast-food joints. Thanks to Ron, South Central is now also becoming known for its communally managed organic fruit and vegetable gardens.

In 2010, Ron got fed up with having to drive 45 minutes to find a tomato that hadn’t been doused in agrochemicals. So he cleared the trash from a narrow strip of soil that ran between the sidewalk and the street in front of his house and planted tomatoes, melons, broccoli, kale, and other fruit and vegetable varieties. Soon he had such a bumper crop on his hands that he was feeding not just himself but his neighbors.

Ron’s garden became a conversation piece, a catalyst for new friendships, the midwife for a new kind of street vibe—sprouting new possibilities.”

Source: MasterClass

This vivid description of the first act of planting is memorable and inspiring.

5-Highlight lessons and values

Ellen Latham's recounting of her father's life lessons illustrates the values that underpin Orange Theory Fitness. Sharing such personal lessons and values offers a glimpse into your guiding principles.

“What defines my success is what my father told me.

I grew up in Niagara Falls, New York. In our neighborhood. Everyone's lawn was pristine and ours looked like a dirt pet. and that was because we always held the kickball games, the baseball games on our front lawn, on grass, and my father had no problem with that.

My father was a physical education teacher. Local football coach. Everyone knew him. They called them coach when you were in the grocery store. Hey, coach!

He was living his purpose. He said “Whatever you do make sure you're passionate about it, because you're going to spend a lot of time doing it. And the icing on the cake is, if you could feel that you're contributing to other human beings with it.”

Success is defined in different ways for him. He probably never made more than $50,000 a year and he felt he was the most successful man walking the earth.”

-Ellen Latham, Co-Founder, Orangetheory fitness.

6- Share your frustrations

Often, an entrepreneurship journey starts with a personal experience and frustrations. This is exactly what happened to Kate Ryde, Founder and CEO of Maven Clinic.

“As Ryder entered her 30s and found herself surrounded by people starting to have kids, she got an up-close look at just how underserved this segment of the population was in the healthcare system. It’s one of the most pivotal moments in any new parent’s life: You step out of the hospital doors, delicately strap your newborn into their carefully-chosen car seat and head home for the first time — leaving the safety of the hospital (and the expertise of its doctors and nurses) behind.

“It’s such a vulnerable feeling. You leave the hospital and just think, ‘Well, what now?’” says Ryder. “An OBGYN once said to me: ‘There are five things that need to happen when you’re starting a family. There’s getting pregnant, the actual pregnancy, the delivery, postpartum recovery — and then there’s the cost of it all. And typically two of the five things go wrong,” she says.

Pregnancy, childbirth and early parenthood form a complex, tangled web of healthcare components: fertility doctors, genetic counselors, pediatricians, doulas, lactation consultants, pelvic floor therapists and so on. “They’re all disconnected, many are not accessible through insurance, and families are expected to navigate this maze on their own to find the right team to meet their needs,” says Ryder. To tackle this challenge head-on, she founded Maven, now the largest telemedicine clinic catering to women and families.”

-Kate Ryder, Founder and CEO of Maven Clinic Source: First Round interview

7-Use a bit of humor

Using humor and self-deprecation where appropriate can make your origin story more relatable and endearing. Authenticity in storytelling breaks down barriers and fosters a deeper connection with your audience.

Special mention for the video of Dos Hombres Mezcal, created by American actors Aaron Paul and Bryan Cranston, for the most humorous origin story.

Conclusion: Your story is your brand's heart.

A well-crafted origin story is the soul of your brand. It distinguishes you in a sea of competitors and draws your audience closer, building a foundation of trust and connection. To help you reflect on these 7 ideas:

Identify defining moments
Embrace emotional and sensory details
Connect through relatability
Showcase resilience
Highlight lessons and values
Share your frustrations
Use a bit of humor

As you move forward, remember that your journey, with all its ups and downs, is what makes your brand truly unique.

Crafting your origin story: 7 inspiring examples.

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