Storytelling: Loglines

Introducing yourself and your company in the form of a story is the best way to make a connection with staying power. The simplest, most succinct form of storytelling that can help you get started in honing your storytelling is borrowed from Hollywood: the logline.

In Hollywood, a logline pitches a story for investors + consumers.

A logline is a brief (usually one-sentence) summary of a movie or TV show that provides both a synopsis of the story's plot and an emotional "hook" to stimulate interest.

These one-liners follow the formula: [major event] + [character] + [dynamic action] + [obstacle].

Example from Jaws

When a killer shark unleashes chaos on a beach community, a local sheriff, a marine biologist, and an old seafarer must hunt the beast down before it kills again.

  • Major event: When a killer shark unleashes chaos on a beach community

  • Character(s): a local sheriff, a marine biologist, and an old seafarer

  • Dynamic action: must hunt the beast down

  • Obstacle: before it kills again

Your company logline is a brief introduction to your company

When introducing themselves and their company for the first time, founders often pack in too many details and descriptors to be understood. Using a logline approach can help you succinctly convey your company’s identity and vision.

First, brainstorm the components of your logline:

  • Major event: Is there a societal or industry-wide “why now?” (less common)

  • Character(s): What’s the company called? What kind of company is it (application area, platform vs. product)? What is unique about who’s on your team?

  • Dynamic action: Leveraging what technology? Combining what approaches? Putting which stakeholders first?

  • Obstacle: To overcome what challenge? To deliver on what promise? To change what?

Next, put the pieces together using the formula: [character] + [dynamic action] + {obstacle]

Example:

[Startup Name] is a team of computer scientists and clinicians combining cutting-edge bioanalytics and compassionate care to change the lives of patients with chronic diseases.

  • Major event: (none)

  • Character(s): a team of computer scientists and clinicians

  • Dynamic action: combining cutting-edge bioanalytics and compassionate care

  • Obstacle: to change the lives of patients with chronic disease.

A logline can help you introduce yourself, as well

Many times, you’ll be introducing yourself as a founder and leader alongside your company. Having a personal logline can help you in externally facing conversations, as well as help you distill the image or brand you’d like to cultivate in online spaces.

Use these prompts to get started writing your story:

  • Major event: Is there a personal experience that drives you? (less common)

  • Character(s): What is your superpower? What kind of professional are you?

  • Dynamic action: What do you do to make a difference? What do you provide? enable? connect? deliver?

  • Obstacle: To overcome what challenge? To make what difference in the world?