Apurva Shah of Whamix Talks About Storytelling and Maslow’s Hierarchy for Startups [Video]

February 10, 2013

12:00 pm

Entrepreneurs, if you thought you’d never need Psych 101 in the real world, Apurva Shah makes a strong case for recalling Maslow’s groundbreaking theory to help you build a successful company.

The Whamix cofounder spoke about the entrepreneur’s role as storyteller, and compared building a company to Maslow’s hierarchy of needs, at Tech Cocktail Week in December.

Successful companies are those that build upon a solid foundation of functional products at the right price, with products that bring pleasure and meaning – similar to how healthy humans build upon a base layer that includes food and sleep, with other attainments that bring meaning to their lives.

So, how do companies create meaning from their products? According to Apurva, just as meaning and culture are portrayed through stories, so must companies work to create meaning for their employees and customers through their company’s stories. Apurva sees storytelling as a permanent fixture in the business world, as more and more companies grasp the importance of sharing their story through company culture and branding.

Check out the video below to watch Apurva share his ideas for how entrepreneurs can become effective storytellers.


Tech Cocktail Week is a monthly series of events that takes place downtown Las Vegas and is produced in partnership with Tony Hsieh’s Downtown Project.

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Meg Rayford is a communications consultant based in Northern Virginia. She previously spent two years as the Director of Public Relations for a nonprofit startup, where she learned a lot about providing clean water for impoverished countries, even within the confines of a bootstrapped startup. She is the editor of Tech Cocktail, and she develops media strategies for companies in Washington, DC and Virginia. You can read her most recent work in the marketing chapter of the upcoming book, "Social Innovation and Impact in Nonprofit Leadership," which will be published in Spring 2014 by Springer Publishing. Follow her @megkrayford.

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