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The Story You Tell Wins: What Founders Can Learn from the Tesla Myth
Ask 10 people who founded Tesla.
At least 8 will say Elon Musk.
But here’s the twist: Elon didn’t found Tesla.
Martin Eberhard and Marc Tarpenning did.
They built the business. They registered the domain. They pitched the vision.
Elon? He wasn’t even in the room.
He showed up later with a $6.5M check and a demand to be Chairman.
At that point, Tesla was already rolling.
Martin was CEO. Marc was CFO. The first Roadster was in development.
But Elon had one thing they didn’t: an obsession with perception.
The press didn’t care about the low-key founders building a cool electric car.
They cared about the flashy billionaire who just sold PayPal.
And Elon? He knew exactly how to play that game.
Bit by bit, headline by headline, interview by interview — the narrative shifted.
He wasn’t just Tesla’s investor.
He became “the visionary.”
Then “the founder.”
Then “the genius who reinvented cars.”
Meanwhile, Martin — the actual founder — was sidelined, ousted, and legally gagged.
He couldn’t work for a year.
He watched someone else take credit for his company, his vision, his story.
You can hate it. You can call it unfair. You can even sue (he did).
But here’s the hard truth: in startups, perception can become reality.
The media doesn’t always care who actually built the thing.
They care who’s telling the story loudest, most confidently, and most consistently.
So what can you do to play the game better?
Here’s your Founder Perception Playbook:
Own your narrative early.
Don’t wait until launch day. Define what you stand for, what makes you different, and say it everywhere.
Repeat yourself.
Boring to you? Good. That means it’s finally sinking in for others.
Become the face.
Whether it’s you or your co-founder, someone has to become the face of the company. No shadow operations if you want to be remembered.
Post consistently.
You don’t need to go viral. You just need to stay top of mind. Pick your platform and show up.
Tell the story, not just the specs.
Founders often default to features. Talk about the mission, the struggle, the “why.” That’s what people remember.
Correct the record publicly.
If someone else is trying to hijack your narrative, address it fast. Silence looks like consent.
If your startup goes big — what’s most likely to erase you from the story?
Reality matters. But narrative decides who gets remembered.
So whatever you’re building — build the product, yes.
But also build the myth.
Because in the end, the story you tell wins.
INDUSTRY PULSE 🩺
(Last week’s poll results)
What’s your reality right now as a UK founder?
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PARTNER EVENTS🔥
London Venture Capital Network
London Venture Capital Summit
Offers a dynamic platform for networking, learning, and exploring the latest trends in venture capital. Attendees can engage with global investors and innovators, discover AI-driven strategies reshaping industries, and connect with key players in Europe's VC ecosystem.
In-person event
Threadneedle St, London, EC2R 8JB, UK
Fri 23 May, 09:00 - 17:30 BST
Vodafone
Fouundry Office Hours + "What Do VCs Want in 2025" Roundtable (Late-Seed & Series A)
This monthly Office Hours series offers late-seed and Series A startup leaders expert guidance through focused clinics on fundraising, legal terms, and go-to-market strategy, followed by a peer roundtable on current VC expectations. Founders leave with practical advice, stronger strategies, and valuable connections—at no cost.
In-person event
Riverbank House, 2 Swan Ln, London EC4R 3TT, UK
Thu 19 June, 14:00 – 17:00 GMT
OTHER LONDON EVENTS🌟
Atomicwork
CIO Private Dinner and Networking: Agentic AI Impact
Join us as technology leaders come together to explore the real-world impact of AI on organizations, separating hype from tangible value. The gathering offers a chance to share early experiences with Agentic AI and foster meaningful conversations around its influence on people, culture, and strategy.
In-person event
25 Admiralty Ave, London, E16 2PN, UK
Thu 15 May, 17:30 - 20:30 BST
Bae HQ
Cash Flow Management Workshop
Join us for a practical workshop focused on helping founders master cash flow management, offering insights and tools to support better budgeting and financial planning. Designed to empower startup growth and sustainability, the session includes actionable guidance without providing financial or investment advice.
In-person event
Clerkenwell Close Area, London, UK
Fri 16 May, 08:30 - 11:00 BST
PLUGGED
Open House // Golden Hour: Founder Coworking + Sunset Rooftop Party
A full-day experience designed for founders to co-work, get real-time feedback on their content, and wind down with rooftop vibes, DJs, and drinks. It's also a chance to explore and help shape a new kind of founder clubhouse—a blank canvas turning into a community-built creative space.
In-person event
Gorsuch Pl Area, London, UK
Fri 16 May, 10:00 - 20:30 BST
Chapter One VC
AI Founders Reception
The event explores how AI is transforming user experience by enabling natural language interactions with intelligent agents, reshaping digital interfaces and workflows across industries. It gathers top early-stage founders, operators, and investors to showcase cutting-edge demos and foster meaningful connections within the AI ecosystem.
In-person event
King William St. Area, London, UK
Fri 16 May, 18:00 - 21:00 BST
EchoHer Events
Raising Capital In 2025: What Founders Need To Know🧠
This strategy-focused session offers founders practical, up-to-date fundraising insights from a leading startup expert with deep experience supporting thousands of companies. Open to all, the event is designed to help attendees get investor-ready with real-world tactics and a supportive, inclusive community.
Online event
Fri 16 May, 21:00 - 22:30 BST
PLUGGED
It's A Sports Day & BBQ
Join us for a playful day of sports and nostalgia featuring egg-and-spoon races, bean bag sprints, classic Year 6 games, volleyball, rounders, and an epic capture the flag. It all wraps up with a BBQ, drinks, and unbeatable vibes back at the house.
In-person event
Hampstead Heath Area, London, UK
Sun 18 May, 12:00 - 18:00 BST
Yorkseed
Founders Pitch Day
A curated pitch event brings together investors, operators, and startup enthusiasts to watch emerging founders pitch live and compete for a chance to win a free booth at a major startup showcase. Attendees gain exclusive access to a private reception and join a powerful network spanning cities across Europe and beyond.
In-person event
Charing Cross Area, London, UK
Mon 19 May, 18:30 - 21:30 BST
HYPE: IRL tech events
Startup Party London // Hosted by HYPE & Trophy
A founder-focused mixer bringing together startups from pre-seed to Series C, alongside investors and startup team members. Hosted by HYPE in partnership with Trophy, the event aims to foster real-life connections within the tech ecosystem.
In-person event
Old Street Area, London, UK
Mon 19 May, 19:00 - 21:00 BST
Novabook
Insider Secrets to Securing Angel Investment
Join us for an expert panel discussion exploring the evolving landscape of angel investing, covering emerging trends, investor expectations, and common fundraising pitfalls. Attendees will gain practical insights to better position their startups and attract the right investors.
In-person event
Finsbury Square, London, EC2A 2AH, UK
Tue 20 May, 17:00 - 20:00 BST
SHIFT Fintech Community
Fintech Funding Debate
The event will provide fintech founders with insights into various fundraising options, including Angels, VCs, and CVCs, through a panel discussion featuring real-world experiences. Attendees will have the opportunity to engage in an open Q&A and network with others navigating the fundraising landscape.
In-person event
London Bridge Area, London, UK
Wed 21 May, 08:30 - 11:30 BST
Araya Ventures
Founder Workshop – Manchester
Join this exclusive workshop designed to equip founders with practical strategies for navigating the fundraising process, from securing capital to engaging effectively with investors. Participants will gain actionable insights on investment readiness, running a tight funding round, and driving long-term business growth.
In-person event
Portland Street Area, Manchester, UK
Wed 21 May, 14:00 - 15:30 BST
NoBa Connect
Learning on the Edge: How the Future of Work is Rewriting the Rules of L&D
This event explores the evolving future of learning in the age of AI, where individuals take the lead, technology acts as a co-pilot, and re-skilling becomes essential to business strategy. Attendees will gain fresh insights from industry leaders on how to adapt and thrive in a rapidly changing world of work.
In-person event
Moorgate Area, London, UK
Wed 21 May, 18:00 - 21:30 BST
HubSpot for Startups
$1,000 Flash Pitch Competition
Join a pitch competition open to US-based startup founders, where selected participants will pitch live for a chance to win $1,000. This is an opportunity to showcase innovative ideas and gain visibility.
Deadline To Apply is on May 18 ( 17:00 BST )
Thu 22 May, 18:00 BST
Incisive Ventures
Product and User Experience, how to make a cure and not a vitamin
A discussion focused on product development and user experience was hosted by industry experts, providing insights on building successful products and improving customer interactions. Attendees gained valuable knowledge from experienced investors and founders in the venture capital space.
Online event
Fri 23 May, 12:00 - 13:00 BST
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Vasily Alekseenko
Founder
@ Rare Founders
Rare Founders - building the bridge between founders and investors via regular in-person and online events, meetups, conferences.
