Thread by @P_Kemps

1/6 Me: “Hey man, that startup you just met…what do they do?”
Colleague: “eh…they…eh…” Silence. No answer. Ten minutes after the meeting, and he couldn’t explain.

His fault? Or was it because the company failed what I call 'The Gossip Test'?

2/6 The Gossip Test is simple. Can you make it easy for others to gossip about you? So THEY share YOUR story with others. In simple terms. With clarity. Can you be memorable?

3/6 Why is that so important?

Customers. Candidates. Investors. They all meet many companies. Many will look like yours. Sound like yours - at least at the surface. How can you stand out? The only way to do it: tell a great story!

4/6 A story that connects. Moves you. Not the boring Problem-Solution-etc. Not just data. But narrative. Help them see a new world. One in which your product is inevitable. Visualize how you transform customers.

5/6 You want to pass The Gossip Test? Focus on your story. Almost like you’re writing a script. What shift is happening in the market? What’s the conflict? Who is the protagonist? (hint: the customer!) How do you help him/her win?

6/6 It's not easy. Clarity is hard. But not impossible. Try it. Keep testing. And you’ll be well on your way to acing The Gossip Test!

Looking fw to spend a few hours on this with @_surgeahead founders tmrrw.

Ps. Sir Michael Moritz agrees. He said: “People often ask me: “What makes for a good founder?" If I had to pick one skill – outside of product prowess and domain expertise – it would be storytelling. If people can’t tell stories, I don’t think they’ll succeed as leaders."