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Anup Oommen
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Why community-driven storytelling is the real startup advantage

Anup Oommen
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Hub71's Mohammed Alkhoori explains why storytelling is strategy, and why the time has come to uncover and elevate the truth, turn users into believers, and transform companies into communities.

Mohammed Alkhoori, Head of Marketing and Communications, Hub71 on startup and storytellingMohammed Alkhoori, Head of Marketing and Communications, Hub71

Attention is easy to win and even easier to lose. Headlines, funding rounds, and product launches create noise but not necessarily trust. And without trust, even the most technically impressive startup struggles to endure.

What sets fleeting hype from lasting impact apart isn’t just innovative technology or speed to market. It’s the ability to connect on a deeper level and make people care. The most successful startups are those that understand this early. They don’t just explain what they’re building, they articulate why it matters. And in doing so, they help customers, partners, and even skeptics understand the startup’s mission.

At their best, startups are challengers – designed


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Tags:AIAttentionClimateTechcompellingDigital Assetsdisruptfunding roundsHarvard Business ReviewHub71impactMohammed Alkhooripitch deckproduct launchesrespondRethinkStartupstartupsstorytellingTake Fuzetechnologytrust
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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