Let’s be real—it can be rare for a startup to have a product press-worthy enough to light up TechCrunch on day one. And that’s okay.
In fact, early-stage visibility shouldn’t hinge solely on the moment your product hits the market. It hinges on something more foundational: clarity of story. It’s your narrative—not your noise that earns attention and builds momentum. As a brand expert working with founders across tech, health, and consumer sectors, I’ve learned that many startups sitting quietly in stealth mode often have powerful, pressable stories already in their back pocket; they just don’t realize it.
So, before you drop dollars on a launch campaign or cold-pitch reporters with a half-baked announcement, let’s look at the five stories every startup should consider to build early buzz, trust, and traction.
1. The Origin Story (aka: Why This, Why Now?)
The story of how your startup came to be is more than founder nostalgia—it’s your first chance to humanize your brand. Maybe you started the company after watching a family member struggle with a broken system. Maybe it was a shower idea that wouldn’t let go. Whatever the spark, own it.
Journalists and customers alike want to know there’s a human heartbeat behind the brand. Your origin story is where mission, motivation, and market intersect. Keep it personal, not perfect. A great origin story doesn’t just say, “We saw a gap in the market.” It says, “We lived the problem. Here’s what we did about it.”
2. The Customer Win
Don’t wait for scale to start storytelling. If you’ve got even one customer who’s benefited from your product or service, you’ve got a narrative. Early adopters are gold—especially if they’re willing to go on record.
Tell the story through their eyes. What pain were they experiencing before? What changed after using your solution? Data is great, but emotion drives action. A testimonial backed by a real transformation is a far stronger story than a product spec sheet.
Also, reporters love proof that people outside the company see value in what you’re building. So do investors.
3. The Pivot (and What You Learned)
Founders often avoid talking about pivots out of fear it looks like failure. But in today’s market, iteration is a strength, not a liability. One of the most compelling stories you can tell is how you listened, adapted, and evolved—especially if the change made your product or team better.
Audiences appreciate transparency. Investors appreciate resilience. And reporters? They’re always looking for fresh angles on what startups are learning in the trenches. A thoughtful pivot story shows that your team is in it for the long haul, not just the hype cycle.
4. The Partnership
Strategic partnerships—even modest ones—are credibility builders. Whether it’s a local university, a well-known advisor, a design firm, or a nonprofit, sharing who’s in your corner tells the world you’re not building in isolation.
Don’t just drop logos. Talk about what the partnership means. What will it unlock? Why does it matter? Is it access to a new audience? A signal of validation? A sign you’re already thinking about scale or impact?
Hint: This type of story is especially relevant to local media, trade press, and investors watching for signs of early traction.
5. The Values Story
In a world where buyers and talent alike are asking, “What does this company stand for?”—your values matter more than you think. If you’re building with diversity from day one, prioritizing ethical AI, or investing in your local community, talk about it.
But skip the corporate fluff. Authenticity wins. Are you offering a 4-day workweek because you believe burnout kills innovation? Are you building carbon-conscious tech because the climate can’t wait? Say that.
Your values aren’t fluff; they’re strategy. And they’re worth telling early.
The Takeaway
If you’re waiting for “something big” to happen before you tell your startup story, you’re missing the point. Startups aren’t just selling products—they’re selling vision, momentum, and trust. And that starts with storytelling.
Focus on stories that show who you are, why you’re building, and how you’re making real impact—even if it’s small right now.
Because buzz doesn’t always start with a bang, it can be built.
Megan Cuellar is a vice president of Public Relations at Interdependence, with over 10 years of experience helping businesses—from scrappy startups to global brands—craft stories that resonate and drive results. She has led award-winning campaigns across industries like tech, healthcare, retail, real estate, and food for brands, such as Samsung, Tuft & Needle, and Dunkin’ Donuts. Megan specializes in integrated communications strategies that build visibility and trust, blending traditional media with digital insights. Her media relationships have landed clients in top outlets like Forbes, Fast Company, and many more.
