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Start The Startup™

250 words or less. For entrepreneurs and other smart people who don't have time to read.

Goldie Blox™ and The Hero’s Journey

GoldieBlox Ad

The founders of startup Goldie Blox™ are facing a hard lesson in basic intellectual property (business naiveté, not maliciousness, IMO) but that’s a “Whole Other Show” (as Oprah says).  I’d like to focus on the magic and genius which got Goldie Blox™ ad 8 million hits, features on national TV, international recognition.  As far as startups go, it’s got to be the biggest PR coup of 2013.  Founder Debbie Sterling discovered a valuable niche in the kids’ toy industry.   But the way the STORY is told in the ad itself that has captured our hearts, minds and credit card numbers.   WHY?  Joseph Campbell, American mythologist and writer, would tell us the ad captures all the elements of a great myth.  Campbell’s concept of monomyth (one myth) refers to the theory that sees all mythic narratives as variations of a single great story.  Star Wars, Finding Nemo, Harry Potter, the Bible, ancient mythology.   George Lucas credits Joseph Campbell as his inspiration and the real A-HA in the final writing of Star Wars.   The key to great PR and great marketing can be broken down in the same elements and momomyth.  In order to capture hearts and minds, companies need to tell a story that resonates.  Does your product story have a hero with a call to adventure?  Goldie Blox™:  A little girl.  Call to adventure?  Engineering their own toys.  Who is the villain?  For Goldie
Blox™, it’s the sexist-stereotyping pink toys.    If your startup does not have its story, it needs one.

Hero's Journey





Cathy Bennett is an entrepreneur, product launch veteran, and avid coffee drinker from the San Francisco Bay Area. She graduated from UCLA with a degree in Communications and earned her MBA in Marketing from the University of Notre Dame. After 15 years in corporate marketing, Cathy launched her own startup in 2007. Despite being a small-new-online-bootstrapped company, Cathy took an aggressive, hands-on approach telling the story of her company. It was compelling enough to get the attention of the Today Show, Martha Stewart, Parents’ Magazine,, Daily Candy, and PC Magazine, amongst others. Her use of social media was featured by Facebook Corporate as a “Best Practice” for its engaging use of Facebook pages. She sold her company in 2011, joing on to leading new initiatives in product launch, PR and social media for the parent company’s New York-based operation. Before her startup, Cathy was involved with corporate product launches for large companies like Ford (U.S. Launch Manager for Jaguar and Land Rover brands), Nissan (Product Manager for Infiniti’s QX4 and I30), and spearheaded Lincoln’s audio licensing partnership with THX/Lucasfilm. Cathy started Start The Startup™ to share her best practices in product launch and PR for small startups looking to attract some high quality attention.

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