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What's the story of your startup?

Important clues for startup success can be found by analysing the key ingredients of a great story.

Startup legends are incredibly human in their approach. Mark Zuckerberg with his jeans and T-shirt, and Elon Musk's colloquial presentation and stuttering manner, make them "real" people rather than polished marble statues of human virtues.

STARTUPS are like stories. They embody characters, a plot and usually a high degree of struggle. But, much like stories, if the characters are boring, the plot thin and the struggle uneventful, they are unlikely stand-outs for success.

Whether the world sits up and listens to the startup...

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