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  • Writer's pictureStéphanie

The art of storytelling: a powerful tool for innovation

Storytelling is the art of telling a story using words and images to create an engaging and persuasive narrative. Since ancient times, humans have used stories to convey knowledge, values, and emotions. Today, storytelling is recognized as a powerful tool in various fields, including marketing, education, and innovation. 

Storytelling goes beyond mere information transmission. It aims to captivate the audience, evoke emotions, and create a memorable connection between the storyteller and the audience. A good story has a clear structure, with a beginning, middle, and end, and often features characters that the audience can identify with. 


Storytelling in the service of innovation 

In the field of innovation, storytelling plays a crucial role. Here’s how: 

  • Clarification of complex ideas: Innovations often involve technical concepts or new ideas that can be difficult to understand. Storytelling helps simplify these ideas by presenting them in a narrative format that is more accessible and easier for a broad audience to comprehend. 

  • Engagement of stakeholders: Whether attracting investors, motivating a team, or appealing potential customers, a good story can capture the attention and interest of stakeholders. It creates an emotional connection and makes the innovation project more human and tangible. 

  • Market differentiation: In a saturated market, storytelling can help differentiate an innovation. A unique and well-told story can make a product or idea memorable, highlighting its benefits and impact in a way that resonates with the audience. 

  • Building a vision: Storytelling allows sharing the vision and mission behind an innovation. It can inspire and motivate by showing not only what an innovation does but also why it matters and how it can change the world. 

How to create an effective story 

Start by asking the right questions: 

Who is the message addressed to? 

What is the purpose of the story? 

What do you want the recipient to think? 

What values do you want to convey? 

Through which media will your message be delivered?  


Next, follow these key principles to construct your story: 

  • Tell a credible story: Your story can be true, inspired by real events, or even fictional, but it must be credible to your audience. While there are no strict rules for narrative structure, some guidelines can help: (i) The customer should recognize themselves in the main character. (ii) A triggering event should disrupt the protagonist's life. (iii) Someone or something (your product) should help solve the problem. (iv) Once the problem is resolved, emphasize the solution again. 

  • Bring emotion: The challenge of storytelling is to tell stories that appeal to both the collective and the individual. For a story to resonate, it must evoke emotions and reflect an ambition. When presenting the main character, express their positive and negative emotions. This will allow your customers to better identify and project themselves into your story by thinking, "That could be me...". 

Relevant content that evokes emotion captures and retains more attention. A customer moved by your story will be more inclined to share it, contributing to its diffusion. 

The importance of storytelling for the EIC Accelerator funding scheme 

The EIC Accelerator is a European Union funding program aimed at supporting innovative startups and SMEs (for more information, please see our dedicated blog: Boosting innovation: How the EIC Accelerator is empowering SMEs and start-ups). In the first stage of this process (short proposal), in addition to the written proposal, you need to provide a video pitch. This is where storytelling becomes crucial. 

  • Capturing attention from the start: Evaluators see many proposals. Effective storytelling in your video can capture their attention within the first few seconds, increasing your chances of standing out. 

  • Clearly communicating your vision: The video is an opportunity to show who you are, what you do, and why it matters. A well-structured story can clearly communicate your company's vision and mission, making your project more understandable and convincing. 

  • Creating an emotional connection: Storytelling in your video can humanize your company and project. By sharing personal anecdotes, customer testimonials, or concrete examples of your innovation's impact, you can create an emotional connection with the evaluators. 

  • Making your proposal memorable: A good story stands out and stays in memory. By using storytelling, you can make your proposal more memorable, increasing your chances of advancing to the next stage of the funding process. 

Storytelling is more than just a communication tool; it is an essential strategy for conveying complex ideas, engaging stakeholders, and differentiating your innovation in the market. In the context of the EIC Accelerator, effective storytelling in your video presentation can make the difference between moving to the next stage or being rejected. 

At NETO Innovation, we understand the importance of storytelling and are here to help you tell the story of your innovation in a convincing and memorable way. Together, we can transform your ideas into reality, using the power of stories to inspire, engage, and convince. 

Contact our team today for more information about our services in innovation funding and management. 


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