In business, especially in the startup world, this isn’t just a metaphor. Investors, audiences, and early adopters don’t just buy into your product. They buy into you.

They’re looking for someone to root for.

And just like in any good story, you’ve got to earn that trust.

Startup founders are more than CEOs, they’re protagonists. And when your story is told with clarity, conviction, and truth, it becomes one of your most powerful tools for attracting belief, support, and momentum.

The Hero’s journey and the Founder’s path

Startup journeys often follow the same emotional arc as classic storytelling. Whether consciously or not, we all recognise these beats:

• The Call to Adventure → The moment you decide to start something new.

• Crossing the Threshold → Leaving behind the safety of a job, routine, or plan.

• Trials and Challenges → Facing uncertainty, solving problems, making sacrifices.

• Allies and Mentors → Cofounders, investors, early believers who lend support.

• The Ordeal → The big test. A near-collapse. A painful pivot.

• Return with the Elixir → What you’ve built, learned, or gained along the way.

These story rhythms are so deeply embedded in our psyche that when a founder shares their journey with honesty and intention, it resonates because it feels true. It mirrors the kind of growth we all recognise.

What makes an audience root for a hero?

Think about the characters you’ve rooted for in stories. It’s rarely because they were perfect. It’s because they were real: flawed but committed, scared but brave, unclear but honest.

The same applies to founders. People are drawn to:

• Vulnerability with resolve → We admire strength, but we trust honesty.

• A clear sense of purpose → We want to know what this all means to you.

• Personal stakes and commitment → Show us what you’ve risked or given up.

• Growth and learning → We believe in people who evolve.

• Integrity when tested → It’s not just what you do, but who you choose to be.

• Emotional investment → Why does this matter to you? Why now?

Founders who understand this, and communicate accordingly, build deeper, more lasting bonds with their audience, their team, and their investors.

How founders can earn that support

You don’t have to be a perfect speaker or a trained storyteller. But you do have to be intentional.

Here’s how you can bring your founder story to life:

• Tell your story, don’t just pitch your product → Let people into your world. Why did you start this? What problem moved you?

• Show your evolution, not just your accomplishments → Growth is more powerful than perfection. Take us on the journey.

• Share the ‘why’ behind your venture → People remember purpose more than features.

• Position challenges as meaningful chapters, not failures → Transparency builds trust, especially when you frame setbacks as steps forward.

• Use brand and communication to humanise your journey → From your website to investor decks, make sure your brand carries the warmth, depth, and clarity of someone worth rooting for.

Why it matters in branding and fundraising

People don’t invest in ideas. They invest in people who believe in their ideas and can make others believe too.

Founders who share their journey with purpose and honesty:

• Build trust in the face of uncertainty

• Make their startups feel grounded and human

• Offer a narrative people want to join

A founder’s story gives shape, depth, and emotional texture to a brand. It raises your communications from transactional to personal, and that’s where real connection happens.

Final thought – Build the story you’d root for

Your startup may not have dragons or supervillains. But it is a story. And you are its protagonist.

Investors, customers, and communities aren’t just weighing numbers.

They’re looking for a reason to believe.
To care.
To root for you.

So, ask yourself: If you heard your story as a movie plot, would you root for the hero?

If the answer is yes, then you’re building a brand worth believing in.