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Under The Hood: Automotive Storytelling
June 30, 2025

David vs Goliath: How Startups Crack the Automotive Industry Code

- Derek Kerton, AutoTech Council EP06

Behind every automotive innovation lies a human story. Hosted by Stéphane Lagresle, founder of The Storytelling Tribe, this podcast reveals how industry leaders translate complex technologies into compelling narratives. Through conversations with automotive executives, discover practical frameworks for making automotive innovations relatable and meaningful. For executives, product leaders, and marketers transforming mobility through better communication.

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The Innovation Bridge Decoded

In this episode of "Under the Hood: Automotive Storytelling" from The Storytelling Tribe, we connect with Derek Kerton, Managing Director of the Kerton Group and founder of the Auto Tech Council, to explore how storytelling and collaboration drive automotive innovation across continents.

Key
Insights

  • Silicon Valley vs. Detroit: The Culture Clash

    Derek reveals the stark differences in pace and mindset between fast-moving Silicon Valley startups and
    traditional automotive giants working on five-year development cycles—and how to find common ground.

  • Startup Storytelling for Automotive Success

    Discover how startups can craft clear, compelling pitches that immediately communicate value, avoid common
    pitfalls, and arm internal champions within automakers with actionable partnership proposals.

  • The Democratization of Innovation

    Learn how the global landscape for automotive innovation has opened up, with opportunities now spanning from
    Toronto to Toulouse, and why Silicon Valley remains a critical hub for connecting startups and OEMs.

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Practical
Takeaways

  • State Your Value Upfront: In a 10-minute pitch, clearly communicate what you do in the first minute so
    automotive scouts can quickly assess fit.
  • Know Your Audience: Tailor your story to the needs and expectations of automotive industry insiders, who already
    understand the sector’s challenges.
  • Offer Concrete Next Steps: End your story with specific partnership proposals, not open-ended invitations to
    talk.
  • Equip Your Champion: Ensure your story is easy for internal advocates to retell and champion within their
    organizations.
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Where Technology Meets Narrative

Under the Hood: Automotive Storytelling uncovers the human narratives driving innovation in an industry that impacts lives worldwide. Hosted by Stéphane Lagresle, this podcast explores how the power of storytelling ultimately connects technology to humans

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