How to think like a startup: Create content that punches above it’s weight

On the Brand Storytelling podcast this week, we are joined by Locomote co-founder and host of the Locomote podcast, Passion Never fails, David Fastuca.

David started Locomote with his cousin and business partner, Ross Fastuca. Locomote is a corporate travel platform that reduces travel spend while streamlining the booking and expenses process for employees.

We talk on the show about the world of startups and the brands that have grown from nothing into global corporations. We also dive into his role as a global ambassador for Rare Birds, an initiative with the aim of leading a million female entrepreneurs by 2020.

Listen to the full show here: 

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In this episode: 

  • How do these startups get their start and what are the traits they have that make them succeed against the odds?
  • What needs to grow outside your content strategy for your business to be successful.
  • Finding the content your audience will engage with and creating emotional storytelling around it. 
  • Tips for startup aspirants to move the needle with content that punches above its weight. 

Preview of the show:

Rakhal Ebeli: What have you found personally as an individual that has really helped you not only I’m sure understanding and really diving into your industry through your own research and creating that content, but I guess from a more public persona perspective how have you found that that’s been advantageous for yourself?

David Fastuca: It helps myself articulate what we’re trying to say a bit better. It does open yourself up to becoming “vulnerable” because it can lead to criticism at times because not everything that we write people are going say “Yay, that’s awesome.” We do try and stir the pot a little bit and throw a few things out there. You need to be willing to take that criticism and talk through it with them. It can be a bit of a debate at times depending on the subject. As long as it’s respectful, then it’s a good thing to engage in.

If you feel really passionate about what you’re talking about, then back it up and say why you believe in this thought because a lot of it is opinion based. There are a lot of things that we write about that are statistical and then we reference where we get the stats from and then build an opinion from that. It helps build that thicker skin because you do get that feedback that you need to engage in at times. It’s helped hone those skills where I just got in life in general.

Rakhal: Absolutely. When we talk about storytelling, your brand’s not had historically a long story to tell, but you can certainly dive into the ups and downs of your own journey and share them with an audience. What tips and tricks can you share with brands that are listening in today around identifying the stories to share and then how you actually flush them out to tell a broader story? You’re positioning your brand ultimately as the thought leader in your space, so making sure that all those stories come from the same position.

David: I think it’s good to not just talk about all the good things that have happened because it’s easy to just promote all the great things that happen and all the nice fluffy stories. What I’ve seen work well is when we talk about the hard times, the times where we had to look at ourselves in the mirror and decide where we wanted to go and what we wanted to be as a company. It’s those moments there whether you’re talking live in front of an audience or on this particular podcast, it’s when people start to open up and trust you a little bit more and people let down their guard. 

On a weekly, daily basis, you have the ups and the downs. I like to personally talk more so about the bad moments because that’s what made us who we are and made the company that it is today. It’s all those moments where we thought we were at the brink but then got ourselves out of that and then become that little bit stronger and harder and the more times that happens the stronger and harder and better we become. We like to engage in those sort of stories and push those out more because people can really relate to that because they’re going to business events and entrepreneurship events and courses because they might be going through a rut or they need to learn or they’re stuck in a situation. It helps them relate to you at that level where it’s not all high and mighty and it’s an easy lifestyle. It’s bloody hell at times.


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