Session 11: Global Advocacy and Narrative-Building for Startups- Anndy Lian
Anndy Lian delivered a compelling speech titled "Global Advocacy and Narrative-Building for Startups." The event was organized by the Mongolian Ministry of Economy and Development, the Asian Productivity Organization, and the Mongolian Productivity Organization. Lian’s session focused on practical strategies for startups to engage international stakeholders, leverage global platforms, craft cohesive narratives, measure advocacy impact, and learn from real-world case studies. Below, we explore the highlights and key points from his speech, distilled into a comprehensive guide for startups and ecosystem builders aiming to amplify their global presence.
Introduction: Setting the Stage
The event unfolded in Mongolia, a fitting backdrop for a discussion on emerging ecosystems, where Lian shared his expertise with an international audience. Known for his insights into entrepreneurship and innovation, Lian emphasized that advocacy and storytelling are not mere buzzwords but essential tools for startups to shape perceptions, attract investment, and drive growth.
His talk was grounded in practicality, offering actionable steps that attendees—whether startups, policymakers, or university representatives—could implement immediately. With a casual yet authoritative tone, Lian invited interaction, promising to pause for questions, making the session a dynamic exchange of ideas.
Why Advocacy Matters
Lian kicked off by underscoring the transformative power of advocacy. “It helps to shape the very big picture,” he said, noting that ecosystems with strong advocacy grow 25% faster than those without. Advocacy acts as a “growth multiplier,” boosting credibility and visibility among stakeholders. The outcomes are tangible: a 30% increase in foreign direct investment (FDI), enhanced job creation, and greater recognition. However, he balanced this optimism with realism, acknowledging challenges like limited outreach budgets, skeptical stakeholders, and data collection gaps. For startups, advocacy isn’t just about promotion—it’s about overcoming these hurdles to stand out in a crowded global market.
Engaging with Stakeholders
Lian broke down stakeholder engagement into three key groups: media, investors, and policymakers, each requiring tailored strategies.
Media Engagement
For global visibility, media is a startup’s megaphone. Lian recommended developing media kits with clear messages, quotes, and statistics, and hosting webinars with journalists to share localized stories—especially in trending sectors like fintech or AI. “Use nice hashtags,” he advised, to amplify reach, alongside pitching trends and offering exclusive founder interviews. These efforts, he claimed, can boost awareness by 50%. Additional tactics include partnering with regional outlets like E27, publishing impact reports, arranging startup tours, and creating video content for searchability.
Investor Engagement
Attracting capital is a priority, and Lian suggested virtual startup showcases to pitch investors cost-effectively. “Hustle virtually is a lot better than hustling with emails every day,” he quipped. Organizing pitch days, highlighting unicorn growth metrics, and sharing success stories—even aspirational ones—build trust. He encouraged planning investment events, launching ecosystem summits, and showcasing billion-dollar exits. For pitches, focus on ROI, exits, market traction, and unicorn potential, using visuals to keep investors engaged.
Policymaker Engagement
Policymakers shape the regulatory landscape, and Lian advised focusing on job creation—a universal governmental concern. Hosting roundtables, advocating for tax incentives, and aligning with national goals can win their support. “Share your data,” he urged, as startups often have insights policymakers lack. Proposing win-win strategies, like public-private funds, and keeping pitches concise (under five pages) with graphics can further strengthen ties. Innovation forums provide another entry point to align with governmental priorities.
Leveraging Platforms
Visibility hinges on the right platforms, both physical and digital. Lian highlighted global events like Token 2049, Web Summit, and CES as networking goldmines. “Pick one event per year if budget’s tight,” he suggested, emphasizing the value of hustling and connecting with “stranded VCs.” Digitally, platforms like Crunchbase, TechCrunch, LinkedIn, YouTube, and Medium offer cost-effective reach. The strategy? Prepare success stories, execute pitches, and target platforms aligned with your industry for maximum impact.
Building Narratives
A compelling narrative sets a startup apart. “Narratives win,” Lian declared, urging startups to craft unique stories that resonate emotionally with stakeholders. Identify unique strengths—like a robust talent pool—share your journey with growth data, and tie it to local culture for authenticity. Visuals (infographics, two-minute videos) and consistent branding (logos, colors, mission statements) boost engagement by 35%. Avoid pitfalls like exaggeration, generic messaging, or inconsistent branding, and back your story with authentic, defensible data.
Measuring Impact
Advocacy’s success lies in its measurability. Lian stressed tracking metrics to inform strategy and build trust. For media, use tools like Meltwater to monitor articles and backlinks; for capital, track FDI, VC deals, and job creation with PitchBook or Google Analytics. “Quantify the success,” he said, warning against inflated claims (e.g., mistaking visits for users). Regular surveys, scorecards, and event attendance dashboards provide deeper insights, ensuring efforts translate into tangible outcomes.
Case Studies: Real-World Inspiration
Lian brought his points to life with global examples:
Africa’s Digital Frontier: Leveraging Smart Africa, the region attracted $500 million in FDI, with 100+ media stories and 30% startup growth.
Chile’s Unicorn Surge: With government support and global accelerators, Chile birthed five unicorns, aiming for 10 by 2025.
Taiwan’s Tech Leadership: A tech powerhouse narrative drew $15 billion in FDI, with 20% AI startup growth.
New Zealand’s Green Story: Sustainability focus yielded 50% more clean tech coverage and $1 billion in green funding.
Portugal’s Startup Hub: Lisbon’s tech events drove a 40% VC deal increase, targeting $5 billion by 2025.
Canada’s AI Leadership: An AI strategy secured $10 billion, with a $15 billion goal by 2025.
These cases illustrate how tailored advocacy and narratives yield results, from FDI to media buzz.
Conclusion: A Call to Action
Lian wrapped up with a rallying cry: “Shape the future of innovation with your vision.” Advocacy shapes perceptions, stories engage stakeholders, and platforms boost visibility. His advice? Start now—pitch to a VC, host a webinar, refine your brand. For startups and ecosystem builders, the tools are clear: engage strategically, tell authentic stories, measure relentlessly, and draw inspiration from global successes.
As Lian put it, “If you have a good business idea, find someone to pitch it—do it right.” The time to build your narrative is now.