The Company that Broke The Internet: A case study in storytelling.

How ZeroCo makes its users and audience care through the power of their mission, storytelling and the Founder's story.

I want to be a ninja in the storytelling department, but telling stories, well, it’s hard. So I’m doing The Story Skills Workshop with Akimbo and Bernadette Jiwa at the moment. It’s awesome and is making it easier.

Why does storytelling matter?

When you showcase this conflict—a problem, challenge or obstacle—it captures attention, creates connection and gives your audience a reason to care. It creates emotional resonance for your audience, meaning, they want to do what the characters in the story are doing. Your audience buys into the mission or vision of the Founder, product or brand, and wants to get on board. They may even buy your stuff or fund your campaign and become lifetime customers or brand champions. The dream!

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In the spirit of learning by doing, and learning in public, here’s my version of how this Aussie startup, well, got started, using Bernadettes 5C’s of storytelling.

The Context

The Catalyst

The Complication

The Change

Zero Co launches a Kickstarter campaign to raise $251,313 to help fund its first production run. A month later, they list on Birchal and break the internet, becoming the most funded Aussie brand in history.

The Consequence

They focused on where they can have an impact, now, today.

Zero.Co source plastic from the ocean! Ocean trash becomes treasure by having their reusable dispensers made from plastic rubbish that they’ve pulled out of the ocean, beaches and landfill. So far, they have removed almost 6,000kg of plastic rubbish from the ocean. That’s the equivalent of more than 500,000 water bottles worth of plastic that they have already pulled from the sea.

It’s an enthralling tale of romance, adventure and an unrelenting passion to do good for the planet.

They fully engaged their users from the get-go with Kickstarter, Birchal, social through their witty banter, making sustainability and being purpose-driven fun.

How did I do this story breakdown?

Life is short, why on earth break down someone's website like this?

In their story, you might see your own story, and it gives you a path to get started. If you want to learn more, I highly recommend The Story Skills Workshop.

I help people unlearn stuff that isn’t workable and design behaviour which guides them towards fulfilment, freedom & flow.