The Plot Thickens...

TL;DR

Hey, I’m Tim! ☕

This edition brought me back to high school English when we read Rosencrantz and Guildenstern Are Dead.

It’s a play where side characters from a different play (Hamlet), now in their own play, realize they’re in a play after playing in a play within the play.

Here’s the one thing to remember: the stories you tell yourself write the script for how you, the character, behaves.

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Let’s get into it ⤵

DEEP DIVE

“All the world's a stage” — Shakespeare, who believed that you’re merely pawns in a larger cosmic scheme, bound by invisible yet inescapable fates.

Cofounder Chronicles

AirBnB lost 70% of its business and nearly died when Covid hit.

Cofounder Brian Chesky says that “In good times, you make decisions by trying to game-theory out what will happen. In crisis-induced fog of war, you don’t know how this will play out so (you ask) ‘how do I want to be remembered?’”

In other words, what story do you want to tell? As a cofounder, there are 3 types of stories you can tell.

1. Challenger Story

   This is the classic underdog story. Rags to riches. David vs Goliath. Rocky Balboa. How Netflix replaced Blockbuster.

2. Connection Story

   This is the story of an unlikely partnership. Pixar’s Up. Jackie Chan and Chris Tucker. Martha Stewart and Snoop Dogg’s Bic ad.

3. Creativity Story

   This is a new technology or business model being pioneered. Tony Stark makes the Iron Man suit. Airbnb, Uber, the App Store. AI.

As a startup, you will, to varying extents, fall into all three types. The tricky part is how you craft the narrative to your advantage.

Narrative isn’t just fluff. It gives structure to your chaotic experiences as a cofounder. It threads together complex and seemingly unrelated events into a cohesive identity.

If I asked you to connect the dots between your childhood and who you are today, you’d get a pretty good idea of how you became the person you are now.

Just as your personal story connects your past, you and your cofounder can craft a narrative that guides your company's future.

Here’s how.

TIM’S TAKE

Create your own versions of these stories to strengthen your cofoundership.

1. Big Bang Theory
   A shared origin story solidifies your connection because it’s a constant reminder of why you got started. Reflect on the early days. How did you meet? Why did you decide to work together? Any moments stand out?

2. Oracle of Delphi

   Prophecies are declarations of the future. They oftentimes seem so far-fetched that it’s inconceivable how they could possibly happen. Isn’t that the same as starting a company?

3. Life of Pi

   Most startup stories aren't epic sagas but tales of survival. Highlighting challenges you’ve conquered together reinforces the winner effect — winners keep winning. Be specific about why key challenges existed in the first place.

4. Johnny Appleseed

   The only thing you know about Johnny is that he went around planting apple trees everywhere. He’s known for his impact. Your story can center around the customers you’ve helped or the team you’ve built.

Let’s be real: your dreams may not come true, but these stories are the foundations that you’ll revisit when times get tough. Plus, different stories appeal to different audiences (yourself, investors, customers, team members, etc).

And just a disclaimer, stories are great but don’t pigeonhole yourself.

Related Resources

• Read this article by Bernard Leong if you want to learn more about the ins and outs of creating your own narrative.

• Searching for a cofounder? Check out StartHawk for an online platform and join LFC.DEV's in-person meet-ups in NYC for face-to-face connections.

• Both Superpowers for Good and FundingHope share incredibly powerful stories about companies doing social good. Yours could be next.

LAST LOOK

Make sure your cofounder sees this — either pass it along or get them to subscribe. A solid relationship takes everyone's effort.

Looking for a cofounder coach? Hit reply.

PS: Catch me talking about cofounderships on the Superpowers For Good TV show on September 26 at 11 AM ET/8 AM PT! Simply download the #e360tv channel app on your Roku, Apple TV, or Amazon Fire TV to watch.

Tim He
Founder & CEO