The Trojan Horse is a powerful metaphor for entrepreneurs crafting their business stories. As I explored the history of this ancient tale, I uncovered insights that are surprisingly relevant for founders—details most people have never heard of. The strategy, craftsmanship, and subtle persuasion behind the Trojan Horse offer valuable lessons on shaping a story that truly resonates.

Just as the Greeks used the Trojan Horse to gain entry into an unreachable city, founders can create stories that break through barriers and capture the attention of investors, customers, and media.

In this newsletter, I’ll share:

• How to use the Trojan Horse Strategy to craft your story

• The science behind how a well-told story transports your audience

• A video by Ten Tree that shows how they use clothing as their Trojan Horse

Let’s ride....LG

Founder Parable: The Trojan Horse

In the 13th century B.C. a conflict arose that would echo through the ages. The beautiful Helen of Sparta had been taken to the city of Troy, prompting the Greeks to launch a thousand ships in pursuit. For ten long years, the Greeks laid siege to Troy, their efforts thwarted by the city's towering walls that stood as an impenetrable barrier.

As the siege dragged on, the Greek forces grew weary and desperate. It seemed that no amount of strength or strategy could breach Troy's defenses. That is, until the clever Odysseus conceived a plan that would change the course of history.

Odysseus proposed building a massive wooden horse, a structure of such beauty and craftsmanship that it would be impossible for the Trojans to ignore.

This horse was no ordinary construction; it was a marvel of artistry, every detail carved with precision and care. The finest Greek artisans, led by a master craftsman named Epeius, worked tirelessly to create this masterpiece.

The horse was carved from timber harvested from the slopes of Mount Ida, a location chosen for its symbolic significance.

Its tail, knees, and eyes were crafted to be flexible, adding to its lifelike appearance. The entire structure was mounted on wheels, allowing it to be moved with ease.

As the horse took shape, the Greek army pretended to sail away, leaving this magnificent creation outside the gates of Troy as a supposed peace offering and symbol of their defeat. The Trojans, ecstatic at their apparent victory, debated what to do with this unexpected gift.

Despite some voices of caution, the majority saw the horse as a trophy of their triumph. They were particularly swayed by its association with Athena, the goddess of wisdom, warfare, and the technical mastery of horses.

To the Trojans, renowned as "Tamers of Horses," this gift seemed like a divine endorsement of their victory.

The Trojans rolled the massive horse through their gates, bringing it within the very walls that had protected them for so long. That night, they celebrated their long-awaited triumph and went to sleep, believing the war was finally over.

But as the city slumbered, the true purpose of the horse was revealed. From its hollow belly emerged a group of Greek soldiers who had been hiding inside. They silently made their way through the sleeping city and opened the gates, allowing their comrades who had secretly returned to pour into Troy. The city, caught off guard and unprepared, fell to the Greek forces.

Storytelling Lessons:

As an entrepreneur, I find the Trojan Horse story incredibly relevant to modern business. The horse wasn't just a structure; it was a symbol crafted to resonate with Trojan culture. It was a gift that spoke directly to Trojan values.

The details in this "gift" are great lessons for founders. Every aspect was designed to make it irresistible. We need to put the same care into crafting our stories.

Here are 3 tips on ways to craft your story like Odysseus and his artisans built their horse:

1. Package Your Message in Entertainment: Just as the Trojan Horse was a beautiful and intriguing gift, your story should be engaging and entertaining. Focus on creating a narrative that captures attention and imagination. This approach lowers your audience's defenses, making them more receptive to your core message. Instead of listing your product features, tell the story of how your innovation solved a real customer's problem in a dramatic way including the details of how it helped them.
   

2. Use Emotional Resonance as Your Secret Weapon: The Trojan Horse succeeded because it appealed to the Trojans' emotions – pride in their victory and curiosity about the gift. Similarly, craft your story to evoke specific emotions in your audience. Whether it's excitement about future possibilities or empathy for the problem you're solving, emotional connections can be more persuasive than logical arguments alone. Share personal anecdotes that highlight the emotional impact of your product or service.
   

3. Make Your Audience the Hero: The Trojans eagerly brought the horse into their city because they saw it as a symbol of their own triumph. Structure your story so that your audience sees themselves as the hero. Instead of focusing solely on your company's journey, illustrate how your product or service empowers your customers to achieve their goals. 

Remember, like the Trojan Horse, your story should not be about the 'ask' itself. It's about creating a narrative so compelling that your audience naturally wants to support your vision. A gift that your audience eagerly embraces, allowing your ideas to penetrate even the most guarded minds in the business world. 

Fun Fact:  Emotions Drive 80% of Decisions

When we immerse ourselves in a story, our brain’s defenses lower, a phenomenon called narrative transport identified by psychologists Melanie Green and Tim Brock. This shift allows the fictional world to alter how we process information. Neuroscientist Antonio Damasio further explains that in decision-making, our emotional brain dominates, contributing 80% to the process, while the rational brain plays a smaller role, highlighting the powerful influence of emotions and stories on our choices.

Video to Watch: Turning Purchases Into Trees

To get a sense of their subtle approach to selling through storytelling, watch the video by TEN TREE: Inspire - Ten Tree & Canadian Wildlife Federation. The video embodies their commitment to protecting the environment, with over 100 million trees planted to date, and serves as a perfect example of storytelling as a Trojan horse—wrapping a powerful environmental message in an irresistible package of adventure, community, and style. For them, it’s not just about selling clothes; it's about promoting a lifestyle and a mission.

SOFE Issue #003 - Turn Your Story into a Trojan Horse

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