The Power of StoryTelling

In this Experience Speaks! Session, the CEO of Proof Eyewear, Tanner Dame, gave us an exciting presentation about his successes and the importance of connecting with people.

Over his lifetime, Tanner has been a part of 4 startup companies, but his biggest achievement is Proof which he founded in Idaho with his two brothers back in 2010. They got the concept for Proof when one of the brothers was trying to make a bamboo ski pole in the garage. Instead of having success with the ski pole, they got the idea to make wooden glasses.

One of the interesting things that the three brothers quickly learned was the monopoly of Luxottica, the owners of top name brands like Ray-Ban and Oakley glasses. It didn't take them long to notice that they were going up against one huge competitor, not a bunch of different individuals. So, they started targeting small stores in Idaho and were able to connect with many of the sellers looking to buy/sell something that wasn't under Luxottica. The guys were able to share their story with smaller storefronts and local places that were all about hometown stories and products.

Tanner stressed that they couldn't have done it on their own, and talked about their experience on Shark Tank, a TV show which gives entrepreneurs/inventors the opportunity to have their product invested in. Despite getting two decent offers, they chose to walk away and keep producing the glasses on their own. That night, the brothers saw an incredibly large increase in online sales, as being on the show had given them the publicity they needed to get their brand name out there.

He shared with us the "3 Pillars of Proof," which are Heritage, Eco-Friendly, and to Give Back. These are the three main things they focus on as a company and want to excel in. I thought this was an interesting way to share their vision and gives customers a good outlook at what they do besides selling wooden glasses.


Tanner's Advice:

Learn how to -

1. Use Resources
2. Be Unique - Creative Guerilla Marketing
3. Utilize your Network
4. Tell Everyone Your Story
5. Share on LinkedIn and Social Media
6. Improve Your Self - keep educating yourself, find hobbies, etc.

And that when telling your story make sure it's 1) Memorable, 2) Personal, and 3) Impactful. 5% of people remember statistics and 63% remember stories. Audiences will remember you better if you tell them something they can relate to, even on the slightest scale. And finally, be impactful and make your story unique.