Founder Story Using the Hero's Journey Template | Tory Burch Foundation

Every brand begins somewhere—but not every founder knows how to frame that start in a way that truly resonates. It should engage, inspire, and linger—and, yet, too many end up sounding like a resume in prose form.

“You need to be able to connect emotionally with your customers, partners, and investors in order to drive revenue, fundraising, and growth for your business,” said Iquo Essien, founder of Crowdfund Your Dream. “Those decisions are driven just as much by emotion as rational thinking. Make them feel something.”

Here, as part of our webinar series, Essien shared insider tips for mastering main-character energy and crafting a story that sticks.

TWO TYPES OF FOUNDER STORIES.

We’re all familiar with the first—it’s a laundry list of your accomplishments, the LinkedIn version of your life. It hits the highlights, the credibility indicators that detail your degrees and past employers, milestone metrics and media moments. And while there’s a time and place for this—say, a quick bio for a panel—too often the origin story falls flat. It doesn’t show the heart behind the company—the why and how—and, ultimately, that’s what makes people care. 

The second type of founder story is what Essien calls the hero’s journey, a concept first introduced by writer Joseph Campbell in 1949 to describe a main character’s narrative arc. There’s a memorable start—the hook that pulls you in—as well as highs, lows, and a personal transformation leading to something greater. Even if you’ve never heard of the term, you know the structure: it’s the foundation of our most beloved tales, from The Lord of the Rings to The Lion King.

“Your founder story has to be memorable, something that tugs at the heartstrings and connects emotionally,” explained Essien, who’s also a filmmaker—so, yes, she knows good storytelling. “You have to take them on a journey.”

Recognize that the hardest moments are often the most impactful; it’s the setbacks that fuel the wins. Once the audience buys in, they’ll follow you everywhere.

FIVE PROMPTS TO SHAPE YOUR HERO’S JOURNEY.

The Hook to Reel People In

What interesting anecdote do you tell, time and again, about who you were before starting your business?

On the Struggle Bus

How did you muster the grit to persevere through challenges? What did you learn? And what makes you the right person—your unique selling proposition—to share this knowledge over anyone else?

Your “Aha” Moment

When faced with a common problem your customers have, what brilliant solution did you see that others did not?

Risky Business

How did you put yourself out there, take a chance despite the odds, to pursue your idea?

The Payoff

How did you get your first sales and grow your business? What are the key insights from your journey?

Your founder story can be as short or as long as you want. You can weave in credibility indicators, like exceptional growth stats or defining achievements. Most importantly, swap vague statements, like “times were hard,” for vivid, concrete moments that propel the hero’s journey forward.

NEXT: TAILOR YOUR STORY TO YOUR AUDIENCE.

For Customers

Focus on how your journey solves their pain points. Highlight your passion for improving their lives.

For Brand Partners

Use your founder story to demonstrate shared values and goals. Don’t assume they know—say it clearly and directly.

For Investors

Talk about market potential, your traction, and the growth trajectory of your business. Do you truly understand the market and your customer? Why are you the person to help customers solve this particular problem?

For Press

Capture your audience’s attention from the very first sentence. Ask yourself, what is the stop-you-in-your-tracks fact or moment you can open with? Then, leverage key moments, like events or fundraising, to maximize impact and drive momentum.

Don’t forget to adapt your hero’s journey for different content types, too: web, email, social media, pitch decks, proposals, and marketing campaigns. Where relevant, use images, video, or interactive features to enhance your storytelling.

IF YOU DON’T WANT TO BE THE FACE OF THE BRAND…

That’s an easy shift—simply make your products, services, or customers the hero. Let’s say you have an agency representing multiple artists—tell their stories and let that speak for your business.

…OR YOUR JOURNEY IS STILL UNFOLDING.

Haven’t reached your triumphant ending yet? Don’t worry. Tell your founder story for the future—project where you’re headed and who you’re becoming. And know this: everyone is doing the same.

BELIEVE IN YOUR STORY and OTHERS WILL, TOO.

If you’re not used to being the main character in your life, it can be challenging to own that space. You have to believe in yourself, and do whatever it takes to get there. Don’t let that “mind trash”—as Essien put it—hold you back. “If you need permission,” she added, “granted. I just gave it to you.”