A Very Lengthy Swedish Introduction: Hype, Storytelling, and the Question of Entrepreneurial Allies
At a Stockholm-based entrepreneur meetup, two entrepreneurs stood on stage ready to pitch their startup to a panel of venture capital investors (VCs). The man clicked the laptop button to display their first slide—a large image of their logo. “Hello! I am Per and this is Jonna and this is our startup, Forests! We are on a mission to understand the world’s forests and their inhabitants.” Jonna moved to the second slide and told the story of an endangered forest-dwelling animal. On the next slide, Per talked more specifically about the importance of the world’s forests to global climate change. On the fourth slide, the endangered animal appeared again. “Oh, this guy again!” the event’s moderator interrupted with an exaggerated tone of exhaustion. The entrepreneurs laughed nervously and continued to talk about the grand mission of their company to support climate research with crowdsourced data from birders, amateur naturalists, and other forest enthusiasts. The moderator interrupted again: “Let’s pause there because I think we are about to get to the good stuff. But, that was a very lengthy Swedish introduction!” (read more...)
