As a founder, you and your company’s origin stories are more important than you think.
Yes, that’s become conventional wisdom in entrepreneurship circles—but it is now being backed by emerging research, including my own work at the University of Iowa and colleagues’ work elsewhere. Data shows that a founder’s story isn’t just appealing; it is central to whether consumers buy what you’re selling.
There’s a good reason for this. We live in an age of manufacturing excellence, where what differentiates a product is not necessarily its quality or durability, or even its specific functionality. Instead, it is a story: Where the product comes from, what makes it unique, and who inspired it.
