Although he’s coming from a numbers-driven background, growth expert Julian Shapiro focuses on the emotional power of storytelling these days.
“I like to think of successful brand-building as creating a company that customers would be upset to separate from their identity,” he says in an interview below. “For example, they’d cease to be the man with Slack stickers all over his laptop. Or the woman who no longer wears Nike shoes every day. And that bugs them.”
A prolific Twitter user, writer and now podcaster, he advises startups to “just blow your own mind” to best explain the value of what you are offering. Don’t overthink it. Your own
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