Satyam is the co-founder & CEO of Wiom. A couple of years ago, had worked with his team to validate multiple storytelling hypothesis. It was a pleasure to catch up with him after quite some time to understand the role that storytelling has played in building and scaling Wiom.
For context, they raised $17M in 2023 to scale their operations. Wiom is essentially a technology company that provides internet to underserved consumers (~10 lakh today) using a unique innovation - they are able to pool and redirect unutilized bandwidth that’s already available with existing providers.
Why > What
Users buy for your why and not for what you're selling. That is what is going to create a long-term competitive advantage for any brand as a company. - Satyam Darmora, Co-founder & CEO, Wiom
Satyam shared how in a low-trust, low-awareness market where Wiom operates, storytelling becomes crucial for users to connect with a company's purpose beyond mere transactions.
“Profitability would only come when people connect with you. People would only connect with you if you're able to tell the story about your why in the language that they understand it best" - is how he summarized the need to get storytelling right.
Wiom’s Storytelling Evolution: From Internal Vision to Customers' Dreams
Wiom has undergone a significant transformation in its narrative. Initially, their stories centred on the company's vision. Today, the main character of their story are the customers.
Satyam beautifully illustrated this with an emotional example: "For 1.35 billion Indians who cannot even watch one or or two overs of IPL because they run out of their data plans, Wiom ensures that they have as much internet as they want for just 10 rupees so that they can get whatever entertainment they want or online education and fulfil their dreams".
This user-centric approach is even being instilled internally, with employees encouraged to speak about the transformation they bring to their clients.
The ABC framework
Recognising that a single story won't resonate with everyone, Satyam champions the principle of "Audience Before Content" (ABC). The narrative must be tailored to the specific journey each stakeholder seeks.
For Investors: The story pivots to a potential return on investment. Satyam explained - "They are going to invest at a cost of 100 rupees. They want to exit at a cost of 1 lakh rupees. I have to tell a story which can make them understand this". The focus is on market potential and the pathway to significant financial returns.
For Prospective Employees: The narrative highlights impact and wealth creation, such as building a product that could "impact 50 cr people and if we do that we're going to make a lot of money".
For Partners (the local internet distributors): The goal is to build trust and demonstrate mutual benefit. Wiom has even established a "trust line" call centre, deliberately named to reinforce the desired narrative, rather than a mere "hotline".
One of the most challenging aspects of storytelling for Satyam has been crafting the investor narrative.
Founders, by definition, are "optimistic and passionate set of people" deeply "in love with what we creating". This emotional attachment makes it "extremely extremely difficult" to create a story from "somebody else's perspective".
Satyam candidly admitted that when told not to talk about the intricate details of their product and operating model, "my brain… my subconscious doesn't get it". This "humbling process" of detaching from their creation and focusing on the audience's desired journey is an ongoing struggle for him. He also cares deeply about ensuring that the entire team also understands the importance of audience-centric communication.
Cultivating Storytelling Within the Organisation
Wiom actively works on fostering storytelling skills within the team.
“Whenever you are expecting a shift in somebody's behavior the best way to communicate is only through stories. In the 3 million years of our evolution, that is the only thing our brain has been trying to achieve. How do I get to a better position from point A to point B? This is what stories also tell us”.
Satyam Darmora, Co-founder & CEO, Wiom
At Wiom, regular "open sessions" on storytelling are conducted, where concepts are broken down into actionable tips, such as using specific words like "but" to create curiosity in narration. The hope is that these small changes in language will lead to changes in habits and, ultimately, actions.
Satyam also acknowledged the power of metaphors for memorability and relatability, stating that…
Metaphors are the bridge between your reality and my reality.
"Our stories have to be told in the best possible way" and that "every single interaction that we have has to tell a... story", Satyam shared with me. The goal is for every employee to be a brand ambassador, continuously reinforcing the company's core message.
Wiom's current ambition is to grow from 1 million users to 10 million in two years and 50 million by 2030, with the ultimate goal of enabling millions to access information and fulfill their dreams through affordable internet. For Satyam, this ambitious journey is intrinsically linked to the power of a well-told story. And at Story99, we wish him and his team all the success that they deserve.
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