Shweta Rajpal Kohli, President and CEO of Startup Policy Forum, told founders at TechSparks 2026 that storytelling is a business tool and not a branding afterthought. Her central argument was that a startup needs to tell a story that is both authentic and distinctive.
Kohli linked storytelling to two outcomes: building trust and differentiating a business. Trust matters to customers deciding whether to try an unfamiliar product. It matters equally to the partners, employees and investors a young company needs to attract.
The framing of storytelling as a competitive moat is notable. Founders usually think of moats as technology, data, distribution or cost advantages, all of which rivals can eventually narrow. A story rooted in a company's own origins and purpose is harder to copy, because it is tied to the people who built the business.
The emphasis on authenticity is also a caution. A narrative that sounds like every other pitch does little to separate one company from another. A story that is distinctive, and that the company can back up with how it actually operates, gives audiences a reason to remember and trust it.
For early-stage founders working in crowded categories, the takeaway from Kohli's session is practical. Deciding what the company stands for, and saying it plainly and consistently, belongs alongside product and growth planning.
