Why Your Founder Story Matters

As a small business owner, the reason you got into business can be one of the best marketing tools you have available to you.

One of the people I think does this incredibly well is Spanx Founder Sarah Blakely. She is now one of the world’s richest self-made women, yet she frequently retells her story of being a fax-machine saleswoman with an idea for cutting the feet out of pantyhose. It’s been over 20 years, and that story is still consistently landing in her top 9 instagram posts. If I close my eyes, I can imagine the picture of her Tallahassee apartment with those first big order boxes sitting out front — as if it were my own memory!

And yes, I have bought a lot of Spanx. I’ll continue to support the company because the founder’s story feels so relatable to my own life. (I’m from Florida, too!)

I have never met this woman, yet I feel that I know her journey and want her to succeed because she has been so open about where she started.

Are you being open about where you started?

Are you talking about those pivotal moments that happened for you, even if they were 20 years ago?

Are you sharing the stories of your life that make someone’s jaw drop?

We all have them, and they are a part of our unique human journey. Telling them and repeating them frequently can help bring humanity to your brand and remind your audience why they want to buy from you, and you only.

Not only do I want Sarah Blakely to continue to do well with Spanx because I feel so connected to her story, but I also feel inspired by it.

If sharing your founder story could inspire one young person to do something good, or brave, or unique — would you share?

That’s a great way to check your intentions and remember that founder’s stories are important for business, and society.

Wondering where to start or what is relevant?

Try these questions:

1) If you could give some advice to a high-schooler who is interested in working in your industry, what would you tell them?

2) When was the moment you got so scared you almost quit or didn’t start your business?

3) Where were you right before you started your business, what did life look like?

I always recommend getting away from social media to start your content. So grab a pen and paper, or type out a longer format blog post… from there, you can pull out bits and pieces for sharing your Founder Story on social.

A couple other founders that I believe do a great job of sharing their story on social media are Amanda Goetz from House of Wise, and Shayla Cabrera of Tia Planta.

Who’s founder story inspires you?