In the startup world, we’re often told that storytelling is everything. But in practice, many founder stories sound the same: a bright idea, a garage office, a big risk, and a triumphant breakthrough. They’re polished, predictable—and forgettable.

So what makes a founder story matter? According to entrepreneur and nonprofit leader Shalom Lamm, it’s not the pitch-perfect narrative that moves people—it’s the honest one.

“People don’t connect with perfection,” says Lamm. “They connect with purpose, with heart, and with a reason to care.”

Lamm, best known for his leadership in both real estate and humanitarian causes, including his role as the founder of Operation Benjamin, understands the power of personal storytelling better than most. His story spans from business success to a profound mission of remembrance and justice—and it’s this unique blend of authenticity and service that helps his message resonate.

Here’s how Shalom Lamm recommends entrepreneurs tell their founder stories in a way that truly connects.

Step 1: Start With Why, Not What

Most founders begin their story with a product, app, or idea. But Lamm emphasizes that the heart of your story isn’t what you built—it’s why you built it.

“People care more about your motivation than your business model,” he says. “Lead with the problem that moved you to act.”

Whether your “why” is personal, emotional, or driven by injustice, it gives your audience something to root for—and a reason to believe in your mission.

For Shalom Lamm, that “why” took on new meaning with Operation Benjamin, a nonprofit he co-founded to correct a historical wrong: ensuring that Jewish American soldiers who gave their lives in World War II are properly buried with headstones that reflect their true faith.

“These men gave everything—and their stories had been misrecorded or forgotten,” Lamm says. “Helping correct that isn’t just about memory; it’s about dignity.”

When your founder story begins with a genuine sense of purpose, people lean in—not because they want to buy something, but because they want to believe in something.

Step 2: Embrace the Struggles

No one relates to a flawless journey. If you want your founder story to stand out, share your setbacks and doubts—not just the successes.

Shalom Lamm is no stranger to risk. He’s built companies in industries that are often high-pressure and volatile. Along the way, there have been hard decisions, moments of doubt, and paths that didn’t work out.

“People want to know how you kept going,” Lamm explains. “Not just that you won—but how you handled losing.”

By revealing the moments when things got hard—and how you grew—you humanize your story and build credibility through vulnerability.

Step 3: Connect the Dots Between Past and Present

A great founder story isn’t just about one moment of inspiration. It’s a journey, and it helps when people can see the thread between your life experiences and your current mission.

In Lamm’s case, his Jewish heritage and his deep respect for military service led directly to his work with Operation Benjamin. His business acumen helped him build and fund the nonprofit, but it’s his personal values that give the work lasting meaning.

When you show people how your past informs your present, your story becomes layered and relatable—and your audience sees the person behind the brand.

Step 4: Let Purpose Lead the Pitch

Eventually, your story has to connect to what you’re offering—but that doesn’t mean making it a hard sell. Instead, tie your product or mission to the emotional throughline of your journey.

For example, Lamm doesn’t just talk about Operation Benjamin’s logistical impact. He shares how families react when they see their loved ones’ headstones corrected—how tears flow, and how history is made whole.

“That’s when people get it,” he says. “That’s when it becomes real.”

When you tell your founder story with empathy and meaning, your audience doesn’t just hear what you do—they feel why it matters.

Final Thoughts: Make It About Them, Not Just You

Ironically, the best founder stories aren’t really about the founder. They’re about the people you serve, the problems you solve, and the values you stand for. Your story should reflect your humanity—and invite others to be part of the journey.

Shalom Lamm’s work, both in business and with Operation Benjamin, proves that when you lead with purpose and vulnerability, people don’t just listen—they remember.

So the next time you sit down to tell your founder story, ask yourself:
Not just “What did I build?”
But “Why does it matter?”

That’s the story people are waiting to hear.