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How to Find Your Founder's Story

Hosted by Dino Myers-Lamptey and Lee Henshaw

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What you'll learn

A founder's story is a vital marketing tool for a startup

Every startup has a founder's story - it shapes how investors, customers and the media perceive your business

Use the seven basic plots to help you choose your story

One of the seven basic plots will help you frame your story in a way that captures the imagination of your audience

Examples of great founder's stories

From Eric Yuan at Zoom to Teun van de Keuken of Tony's Chocolonely and Simon Griffiths of Who Gives A Crap

Why this topic matters

Your founder's story is something you can have that your competitors can’t have because they’re too established for their founder’s story to matter. Your founder's story can be more interesting than the product itself, especially to journalists. And if you don't have a 'natural' founder's story, don't worry, you can always make one up using a PR stunt.

You'll learn from

Dino Myers-Lamptey

An award-winning marketing strategist

Dino founded The Barber Shop, a strategy-led creative company that uses data, distribution, and disruptive ideas to solve the biggest business problems. In 2023 Dino was recognised as a Top 10 Media Planner by Campaign, for the 6th year, an industry 40 over 40, a Marketing Society Fellow and was added to the Campaign A-list in 2024. Dino is also a founding member of MEFA (Media For All), and has recently founded Diverse Speakers.

Lee Henshaw

A customer-centred entrepreneur

In his twenty-five-year career as an entrepreneur, Lee has launched, grown, and sold two online marketing businesses. He recently launched his third, the music technology company Into-it. As the founder of Into-it, a browser extension that transforms banner ads into personalised music notifications, Lee remains at the forefront of innovative digital marketing.

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