Selling with Stories: Lessons from Explorers

He looked almost mythical on stage. From my lower orchestra seat at Benaroya Hall in Seattle, I gazed up at this man lit up by the glow of a projection screen ablaze with vibrant oceanic reefs, neon orange fish zipping past magenta and pink anemones. Yet, as oceanographer Enric Sala spoke, I felt an undercurrent of sadness and longing in his passionate talk about ocean preservation. He made me want to know more about his story. He made me question my own understanding and capabilities. Most importantly, (I’m writing this years later), he made me care.

As founders and entrepreneurs, you can learn a lot from how and why explorers tell stories. We’ll discuss the commonalities between exploration stories and pitches. We’ll also go a step further by layering in my favorite insights from The Science of Storytelling by Will Storr.

I strongly recommend Will’s book to anyone interested in telling stories that stick, and encourage you to support his work.

Now, what should you, as an entrepreneur know about how great explorers communicate?

Understand That We Are Storytellers

Humans are natural storytellers, constantly crafting narratives to make sense of the world. From The Science of Storytelling, you’ll see how these stories are crucial to our understanding of ourselves and others. They outlast generations. Whether we realize it or not, we often see the world through this narrative lens.

Great explorers understand this deeply. In order to communicate their work, to fund their next endeavor, to build a mission that spreads through large groups of people—they have to tell stories in ways that make people sit up in their seats.

Enric Sala used story to show us his world, give us an understanding of our place in the world, and how we too might affect change. I could feel the audience wanting to join him as he shared the importance of protecting pristine seas. He shared data to back up his claims. But in setting up the heartbreak of returning to to the once-rich waters of his youth to find a desolate sea, he made the necessary connection.

Likewise, when you communicate your company’s mission, you share the same goal. You have a business, a product, features, benefits, and problems you are out to solve. How do you compel people on your side?

Not convince.

Compel.

You are a Character, Flaws and All

Compelling characters are driven by deep desires, flaws, and contradictions. What are yours?

Our brains create “heroes” of our own stories, and the best narratives reflect this internal self-view. In this way, characters reflect how people think about themselves and the world.

I see Enric as a hero of ocean conservation. He stands for something. He and his team are working tirelessly to right wrongs. Making others see you and your company as the hero of the story you’re telling. The key is understanding that in the real world, heroes aren’t bulletproof. They make mistakes. They hurt. They are beaten time and time again.

That isn’t anything to shy away from.

Stories are about change, and flawed characters need to be put into situations where they’re forced to grow or face challenges. As a startup founder, beyond your idea, it’s crucial to communicate to others that instead of being all-knowing, you are actually a learning machine. Yes, you’ve failed. You’ve made wrong turns. You’ve had limited resources. But you’ve learned from each experience and because you’ve reflected on each, are that much more equipped to lead today’s venture.

In short, you’ve evolved in a way that is compelling for investors and stakeholders who are looking for resilience and adaptability. We are all constantly grappling with change—whether it’s learning from mistakes, adapting to new circumstances, or reevaluating our beliefs. Being open about past flaws and failures and how you’ve learned from them will draw people to you.

Curiosity and Tension Drive Interest

Our brains naturally crave the resolution of uncertainty. We want that happy ending. Good stories exploit this desire. Curiosity about that resolution drives both characters and readers or listeners forward. It’s not just the external plot that matters, but the internal journey and resolution of personal or moral dilemmas that makes a story engaging.

Explorers use the inherent tension in exploration to engage their audience. Just as curiosity drives stories, modern explorers captivate others by leaving questions about what will happen next: Will they reach their goal? How will they handle the unforeseen challenges? Communicating this tension keeps people invested in the outcome, much like a gripping story.

I remember as Enric Sala shared fascinating statistics about reef and biodiversity loss, and the lack of protection for our oceans. (Currently only 7% is designated as “protected.”) He described the precarious situation that conservation groups and governments found themselves in. He set up tension among groups with differing needs and agendas. Soon we found ourselves as part of a drama with the fate of not only distant island nations but humanity in the balance.

Founders can capture attention by presenting the unresolved problems their startups address. Just as stories use curiosity to engage audiences, founders need to frame their startup’s mission or product as the solution to a pressing question. Communicating the problem and how the startup will solve it creates tension and invites curiosity, helping founders build anticipation and keep their audience engaged.

The Crisis and the Change Create Memorable Meaning

Good stories build toward an external or internal crisis (hopefully both!), where characters face a pivotal moment of decision or conflict. The best stories are about meaningful change—often an internal shift in the protagonist’s worldview or understanding of themselves. This transformation resonates deeply with audiences because it mirrors the way we process change in our own lives.

The crises faced by explorers—life-threatening situations, unexpected obstacles, or internal struggles—serve as pivotal moments in their stories. How they respond to these crises shows their resilience and leadership, transforming both the explorer and their audience’s understanding of human potential. Communicating this change, both in themselves and their mission, makes the exploration story resonate with broader audiences, sponsors, and followers.

As a startup founder, you’re still in the hypothesis stage of your journey. The crisis could be a major turning point, such as market challenges, failed experiments, or pivots in strategy. Communicating how the startup faced and overcame these crises not only adds authenticity but also shows the startup’s resilience and capacity to adapt. Investors and team members want to see how these pivotal moments have led to positive change, aligning with how characters in stories evolve.

The crisis in your story is also the problem you’re out to solve. You have to make your audience not only understand but feel the effect of the issue if left unsolved by you and your offering. Watch Enric’s talk for a great example to follow.

How has his storytelling evolved? Over the latest 10 years, the Pristine Seas team has carried out 31 expeditions, published more than 170 peer-reviewed scientific articles and produced 22 documentaries. This has already had a huge impact! With support from partners and local communities, 23 vast marine reserves have been created covering over 6 million km2 — more than twice the size of India. They’ve learned, they’ve pivoted, and will continue to do so until they meet their goal of protecting 30% of the ocean by 2050.

What meaningful impact are you seeking to create?

I can’t wait to hear your story.