There's a growing trend among founders to hire storytellers, reflecting a shift in how companies approach storytelling. The landscape has changed significantly with the rise of social media platforms, making it easier for anyone to share their message without relying on traditional media outlets. Five years ago, getting attention required connections and placements in specific publications. Now, anyone with something interesting can reach an audience through platforms like Instagram, TikTok, LinkedIn, and X (formerly Twitter). However, while the barriers to entry have lowered, the influx of content has made it challenging for individual voices to shine amid the noise. Many founders still default to telling the story of their company’s origin, which often lacks appeal unless the company is already successful. Effective storytelling should focus on relatable experiences that resonate with the audience, such as securing the first customer or making pivotal decisions. When considering hiring a storyteller, it’s important to evaluate the existing brand narrative and infrastructure. If the brand’s identity is unclear, hiring someone to create content won’t resolve deeper issues. Willingness to adapt is crucial. What works today may not work tomorrow, and tactics can become outdated quickly. Taste and the ability to engage an audience matter more than formal credentials. A storyteller’s past success at building an audience can serve as a useful indicator of their potential impact. Finally, it’s essential to identify the right person before deciding on the platform. Different storytellers have varying strengths, whether in writing, video, or humor. Despite the allure of outsourcing content creation, it’s a demanding commitment that requires ongoing effort and evaluation. Hiring someone won’t automatically lead to success; the work involved in content creation is often as challenging as building the business itself. For further insights, the article references Mia Silverio's work at Prof G, which provides a comprehensive resource on effective storytelling strategies.