As founders, we need things. Lots of things. Unfortunately, when you bluntly ask for them, you’re unlikely to get them. That’s where stories come in. In today’s issue, we’ll dive into how your business needs differ from story goals—and how this relates to mice, cheese, and mousetraps. Plus, you’ll:

- Learn 3 lessons on making better "cheese"
- Discover how stories change the brain’s chemistry
- Watch a video about a Pale Blue Dot that changed the world

Enjoy the cheesiness,
LG

Founder Tip: Story Goal vs. Business Need

When sharing your founder story, it’s natural to focus on your business needs—whether it's securing investor funding, getting press coverage, or closing a big deal. But here’s the key:

The Story Goal DOES NOT Equal Your Business Need

It's crucial to understand that the goal of your story is not the same as the needs of your business. If you mix them up, your story will sound like a sales pitch, and no one likes feeling sold to.

Instead, you want to reframe it in such a way the story goal centers on eliciting a feeling in your audience that helps you secure the business need that you have.

Let’s put it this way: imagine you have a mouse problem in your house. Your business need is straightforward—you want the mouse gone. So, you set a trap. But a trap alone isn’t enough; you need bait—something the mouse desires. That’s where the cheese comes in. 

Business Need = Eliminate the Mouse

Story Goal = Mouse Eats Cheese

The cheese is what attracts the mouse to the trap. You don’t tell the mouse to eat the cheese—you don’t speak mouse. The mouse goes after it because it’s naturally drawn to it. 

Now, think about your business. Your story needs to be the "cheese" that draws people in—not because you tell them to act, but because the story makes them want to. If you focus too much on your business need—whether it’s attracting investors, closing a sale, or gaining media coverage—you’ll sound like an infomercial, and people will tune out.

Your story should touch the heart, trigger goose bumps, or spark curiosity. You don’t need to shout about your business needs; just craft a message that makes people feel. If done right, they’ll take action not because you asked, but because they want to – hopefully in a visceral way. 

Think about a time a founder shared their story, and before they finished, you were already reaching for your phone to buy their product or follow them online. That's the power of storytelling done right. The founder didn’t need to ask—they told their story in a way that made you want to be part of it.

Great storytellers don’t bombard their audiences with calls to action. Instead, they craft a narrative so compelling it inspires people to act on their own—like watching a great book that moves you to spread the word without being asked.

Focus on creating genuine emotion with your storytelling. The right feeling will naturally lead to the actions you need—without having to ask.

Storytelling Lessons: Go for the Feels

Here are 3 key lessons founders can take away from the mousetrap analogy:

1. Lead with Attraction, Not Expectation
   Like the cheese draws the mouse, your story should entice your audience. You can’t force engagement—craft a story that naturally draws people in, compelling them to act on their own. Think of a boutique shop with a beautiful window display that invites you to explore. Your story should do the same, drawing people in through intrigue, not pressure.
   

2. The Story is the Hook, Not the Outcome
   The mousetrap represents your offering, but it’s the cheese—the story—that hooks the mouse. Similarly, your product isn’t what initially attracts your audience; it’s the story that captures them. Think of a vacation ad that doesn’t just list amenities, but describes an unforgettable trip and transports you to the location through experiences, photos, & videos. The story makes them want to experience it for themselves.
   

3. Emotion Drives Action
   The mouse is drawn to the cheese because of its desire, not instruction. Your audience needs an emotional connection to your story. When your story resonates—through inspiration or excitement—they’ll act on their own. Like a charity campaign that shares how it enabled a family to pull themselves out of poverty despite insurmountable odds - find ways to evoke emotions that inspire action without directly asking for it.

 Remember, your story isn’t about what you need—it’s about how your audience feels. Focus on creating a genuine emotional connection, and the actions you desire will naturally follow.

Fun Fact: Stories Change the Brain

In a study by my friend Dr. Paul Zak, neuroscientist and author of The Moral Molecule: The Source of Love and Prosperity, participants watched a video about Ben, a 2 ½-year-old boy battling brain cancer.

The emotional story triggered feelings of distress and empathy, causing viewers’ brains to release two key chemicals:

• Cortisol: Linked to stress and attention.

• Oxytocin: Associated with empathy and connection.

Afterward, participants were given the chance to donate money to a stranger or a charity supporting sick children. Remarkably, those with higher levels of cortisol and oxytocin were significantly more likely to give generously. In fact, researchers could predict with 80% accuracy who would donate by measuring physiological responses like heart rate and skin conductance.

Video to Watch: The Pale Blue Dot

Carl Sagan profoundly shifted our perspective on humanity's place in the universe with his powerful video “Pale Blue Dot.” Drawing on the iconic image of Earth captured by Voyager 1, Sagan doesn't tell us to care for the planet—he makes us feel its fragility and interconnectedness. Through awe and wonder, he inspires a deep appreciation for our shared responsibility to protect the only home we've ever known.

SOFE Issue #016 - What a Mousetrap Can Teach You About Storytelling

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