La importancia de la Narrativa frente a un inversionista
Queremos compartir esta importante charla, donde el VC Mark Suster, da importantes tips respecto a la narrativa de una presentación frente a un inversionista en el SALES SCHOOL, que es aplicable tal cual a la venta de servicios o productos.
Está en inglés, su transcripción abajo ayuda a entender a quienes no dominamos por completo el idioma.
y es el primero de 4 videos de esta Charla.
Mark Suster showed up as a surprise last-minute guest and we were thrilled that he offered to give a quick presentation. Mark is an entrepreneur turned venture capitalist that became a partner at GRP Partners after selling his company to Salesforce.com. His site, Both Sides of the Table, is focused on helping entrepreneurs understand the world of Venture Capital, where he shares extremely thoughtful and spot-on insight and advice.
His presentation will be broken into 4 separate segments based on the length of the videos, with transcripts for each included.
MARK SUSTER – THE IMPORTANCE OF THE NARRATIVE
Part 1: Story from Fraternity Days
SEAN: So I’ll introduce our guest speaker who’s going to come in between me and Jan, who we didn’t know about until early this morning. Ranked pretty consistently among the most influential VC bloggers by the likes of TechCrunch, Mark Suster in the back of the room here who was so nice to give me that feedback in the middle of my presentation, is an entrepreneur who sold his last company to SalesForce.com before he turned to the dark side of VC. And he’s going to talk a little bit about the importance of a good pitch and a good presentation in the world of the investment community and the entrepreneur. Mark, if you don’t know, writes Both Sides of the Table, which is probably one of the most widely read VC blogs next to Fred Wilson’s AVC.com, and also is a guest writer for TechCrunch and Fast Company. He’s going to come and disagree with all the things I just told you and set Jan up for an awesome presentation. Mark –
MARK: I have to say the only reason I wanted to correct you is because it actually changes the definition when you leave the “u” out [of buy], so I’m going to be sure it wasn’t misunderstood.
So, I guess if I look at the five things that Sean talked about, credibility being one of them, he’s already done that for me. I’m going to skip that – I’m going to focus on storytelling. And this is a really fun story for me to tell because I spoke today at DogPatch Labs to a bunch of startups and people asked me what is the biggest impact on your career that helps you to be a two-time CEO that people don’t know about you.
So I had to think of a couple of ideas, and the story I told was that the most influential thing about my experiences was being President at my fraternity—it’s not what you’d expect someone to say. It was way more valuable than my Economics undergrad degree and it was way more valuable than my Political Science degree. It taught me at 19 or 20 years old how to recruit, because every year we had to have Rush and get the best people in the class into our program above the competition, and the best people always have options. It taught me how to get a group of people to turn up to meetings they don’t want to be at; to pay money that they don’t want to pay; to turn up to events that I want them to turn up to, we did charity, we had sports competitions which of course we wanted to win and of course we have planned for that and select who would be involved; we planned parties so I had to deal with liability, I had to deal with finance.
All these things were really a grounding, and I think you can’t learn about leadership from reading, you only learn about doing. Next year I’m going to write a book, my book is not going to be anything at all the blog I keep. It’s going to be a series of stories about life, about the things that I learn and trying to use narrative to tell examples of what I’ve learned.
And one of the stories that I’m going to write about, I’m going to tell tonight because it was such a surprise for me to come in the room and have one of my fraternity brothers from college who I haven’t seen since college, Greg Solomon, in the room. And here’s the story, I don’t even know if you’ll remember this, you probably won’t. I don’t know why, when you’re young you have ambitions and you create these artificial ambitions in your life, and I just knew for whatever reason that once I joined the fraternity – which I’d never plan to do – but once I did I just decided I want to be President one day so I kind of charted out the course of how to get there.
And I had just come off being social chairman which meant I ran all the parties, which was kind of a fun thing to do actually. And the next thing I wanted to do was run for Vice President because the best way to be President, I guess is to be number two and to earn credibility. And coming off a successful tenure of running parties seems like a great platform to win the next election, and the person I was competing against was Greg Solomon. And I came in with, I don’t know, a half-ass prepared set of reasons why you should elect me, that kind of youthful and naïve way of trying to convince or persuade a group of people of something. I want to be the Vice President of because of A, because of B, because of C.
It just wasn’t compelling, and what Greg did is he walked in and he sat at the table just like this and he looked everybody in the eyes and he just connected as a human being to all the people in the chapter and he created this emotion in the room about a sense of purpose. It was almost like Ronald Reagan-esque you know, a sense of purpose in the room and he trounced me. It’s the first time I ever publicly lost anything really substantive in my life and I have to admit I was mildly devastated. Not from a sense of not being able to be Vice President, but publicly losing–it’s a hard thing, right? And what it did is the next year I decided ok, well, fuck it I wasn’t good enough to be Vice President, I’ll just go straight for President
. The President who I think was under your tenure Dean Holter, called me up and asked me not to run. And he said, we’ve already got two very qualified people who are running and I think both of them are going to handily beat you and I think you’re going to create a divisive dilemma in the fraternity like pulling a group of people away from these two people who are more likely to win. I think you should run for Vice President.
And I said to him, look I’ve done 4 or 5 things in the fraternity, I think I’ve earned the right to give it a shot, I think I’d be a good leader, I’m going to give it a shot. So of course the three of us would run and if no one captures 50%, which with three very popular and equal [candidates], for your memory Rick Morales who now lives in NY and Craig Hickox were both very popular guys, far more likable than I am. And so there would be a run-off between the two of us and the only question was who would be in the run-off. And I took it from the Greg Solomon school—I came in and talked about sense of purpose.
I talked about how when we were young we all aspired to be leaders and when we got more senior and became leaders, everyone kept talking about how the fraternity had changed and was no longer like it was when we were young, and we missed a trick. And the trick is that now there was this young group of people who looked up to us, they were looking to us to take the mantle, to be leaders to set their sense of traditions for them that they will look back to later in life. And we were the people who were going to create this and that’s what it’s really all about. And I created a human connection with people, and there was no run-off, I won straight away and they had told me not to do it. And so many life lessons, and the truth is you did inspire me to do that and you did change the way that I talk and present because I realized for getting my ass kicked how dumb it is not to build human connections.