166: Storytelling Tips for Hardware Product Launches
Steve Multer, author of 'Nothing Gets Sold Until The Story Gets Told,' explains how hardware startups can leverage corporate storytelling to build community and secure investment. He outlines three pillars of effective storytelling—value, passion, and connection—and argues that founders must be the primary advocates for their products to overcome 'glossophobia' and gain stakeholder leniency. Multer cites long-term success stories like Cisco and NetApp’s FlexPod to demonstrate how maintaining a narrative sustains product relevance over decades.