There's lots of ways to borrow from replicable models and platforms.  

Photo by me... shot on location at a carnival near the border of Mexico close to McAllen, Texas.

But when it comes to your brand's voice, it's something you need to own.

Literally.

Figuratively.  

It makes a difference in the context of the value of your brand.

George Harrison once said: "It's being here now that's important. There's no past and there's no future. Time is a very misleading thing. All there is ever, is the now."

On June 19th and 20th in New York City during the course of two days, over 100 speakers will come forward to the stage at the 92nd Street Y to share their voice and their stories about the NOW at the upcoming #140conf / State of NOW conference. (  http://nyc.stateofnow.com )

You can review the current draft of the conference schedule over at:http://nyc.stateofnow.com/schedule

NOW would be a great time to purchase your tickets for the event over

at: http://nyc.stateofnow.com/register

 The current confirmed list of speakers include:

- Aaron Huslage (@huslage) – Co-Founder of Tethr. Crisismapper. Humanitarian.
- Adam Bellow (@adambellow) – Founder, eduTecher
- Adam Cohen (@dadarocks) – Dad, Parent, Blogger
- Alicia C. Staley (@stales) – 3 time cancer survivor
- Alicia Ybarbo (@AliciaYbarbo) – Producer, Today Show at NBC News + co-author "Today's Moms"
- Alisa Roadcup (@AmnestyWomenRts) – Women's Human Rights Coordination Group, Amnesty International
- Alyson Schafer (@alysonschafer) – Author / Psychotherapist/ Parenting Expert
- Amanda Greene (@LAlupusLady) – Alliance for Lupus Research
- Andrea Syrtash (@AndreaSyrtash) – MSN advice columnist and author
- Andrew Rasiej (@Rasiej) – Founder Personal Democracy Forum; Chairman NY Tech Meetup
- Andy Dixon (@andydixn) – ex-con with convictions
- Anissa Mayhew - President, Slightly Bent Productions
- Anne Ream (@VoicesandFaces) – Founder, The Voices and Faces Project
- Anthony Rotolo (@rotolo) – Professor at Syracuse U @iSchoolSU. I teach Social Media (#RotoloClass) & Star Trek (#TrekClass). Chief Explorer at #NEXIS. Geek.
- Arnt Eriksen (@arnteriksen) – Creative Director, Social Media Evangelist, Ducati-riding, gadget-geek, family dad, enjoys all beauty in life, nature and love. "Keep me where the light is"
- Becky McCray (@BeckyMcCray) – Co-Host, #140conf Smalltown, Co-Author, Small Town Rules
- Cal Reid (@calreid) – Senior News Editor, Publishers Weekly
- Camillo Ricordi (@CureAlliance) – Prof. & Director, Diabetes Research Institute & Cell Transplant Center, Univ. of Miami. President, Cure Focus Research Alliance.
- Carlos Delgado (@carlosdelgado21) – Recently retired after 17 years in MLB. Proud father of 2 awesome kids. President of Extra Bases non-for profit
- Caroline Giegerich (@DailyMarauder) – Founder/Editor, Daily Marauder
- Cherie-Lynn Buchanan (@CLBuchanan) – hotographer, CL Buchanan Photography
- Colleen Curtis (@colleencurt) – Breast Cancer Survivor
- Dan Levy (@danjl) – Editor, Sparksheet
- Dan Lewis (@sesamestreet) – Director of New Media Communications @sesamestreet.
- David Mitchell (@DeputyMitchell) – Deputy Headteacher and Founder of Quadblogging
- Deepak Chopra (@DeepakChopra) – Author
- Diana Dorell (@dancinggoddess) – CEO, Dancing Goddess, LLC
- Diane Brogan (@DianeBrogan) – MomPopPow.com
- Dylan Pulver (@MusicIsGood4U) – Co-Founder, Solecamp.com
- Eliot LeBow LCSW (@DiabeticTalks) – Owner, Eliot LeBow LCSW
- Ellen Whitehurst (@EllenWhitehurst) – The Empowered Life Stylist…Fashioning Your Perfect Life!
- Eric Alper (@ThatEricAlper) – eOne Music PR. Music news, daily contests, Song/Album streams, industry factoids. CTV's Canada AM Music Correspondent.
- Geo Geller (@geogeller) – Photographer, Humanitarian
- Gary Bolles - Co-founder, eParachute, Inc.
- Gisli Olafsson (@gislio) – Emergency Response Director, NetHope
- Gotham Chopra (@gothamchopra) – Author, Filmmaker
- Greg Corbin (@JustGregPoet) – Executive Director, Philly Youth Poetry Movement.
- Hank Wasiak (@hankwasiak) – Author. TV Host. Partner – The Concept Farm; Adjunct Professor, USC, Marshall School Of Business.
- Heather Hamilton (@tjzmommy) – Chief Dream Fulfiller, Zack's Dream Room
- Hjalmar Gislason (@datamarket) – Founder & CEO, DataMarket
- Imal Wagner (@imalwagner) – branding communications innovator for emerging media
- Isaac Budmen (@ibudmen) – Syracuse University Student
- Jack Abramoff (@jackabramoff) – Former lobbyist and Washington insider – fell into the abyss, working to repent and repair
- Jacki Yovanoff (@JackiYo) – social media enthusiast
- Jake Pulver (@jakepulver) – Co-Founder, Solecamp.com
- Janos Marton – Director, The Living Museum
- Jason Pullara (@LordKaT) – The Corrupter, Geekstreak LLC
- Jeff Keni Pulver (@jeffpulver) – founder, #140conf
- Jeff Staple (@jeffstaple) – Founder of Staple Design & Reed Space
- Jennifer Severns (@jennerus) – Creative Strategist, Roundarch
- Jessey Pacho (@ArtofPhade) – Graffiti Artist
- Jodi S (@KarmicEvolution) – Student of life, passionate, terrified & living one day at a time.
- Jody Steinhauer (@bargainsgroup)
- Joe Cheray (@wildheart4vr) – CEO/President, Wildheart Social Media
- Joe Nicholas
- Joe Trippi (@JoeTrippi) – Fmr Dean Campaign Mgr; Author
- John Borthwick (@Borthwick) – CEO, betaworks
- Johnny Diggz (@JohnnyDiggz) – pen Source Tools & Crisis Response, Geeks with out Bounds
- Jonah Halper (@JonahHalper) – CEO, ALTRUICITY INC.
- Joyce Sullivan - Founder and CEO, SocMediaFin, Inc.
- Julia Rosien (@JuliaRosien) – Evangelist, Owner of SocialNorth.com
- Julie Cole (@juliecole) – Co-founder/VP, Mabel's Labels
- Kathy Buckworth (@KathyBuckworth) – Author
- Kedre Browne (@BubzArt) – Graffiti Artist
- Kevin Honeycutt (@kevinhoneycutt) – out to change the world.. one classroom at a time!
- Kevin Slavin (@slavin_fpo) – co-founder, area/code
- Krupali Tejura, M.D. (@krupali) – Radiation Oncologist
- Laura Berg (MSH) (@MySmartHands) – President, My Smart Hands
- Leslie Hall (@dollyhall) – President, ICED Media (moderator)
- Linda Descano - Managing Director and Head, Partnerships & Branded Content, North America Marketing and President & CEO, Women & Co., Citi
- Liz Nead (@LizNead) – Host of Life Dare TV
- Liz Strauss (@lizstrauss) – Founder, SOBCon
- Mallika Chopra (@mallikachopra) – Founder of Intent
- Mark Horvath (@hardlynormal) – Advocate for the Homeless and Humanitarian
- Mary Ann Zoeliner (@TodaysMoms) – Producer, Today Show at NBC News + co-author "Today's Moms"
- Matteo Wyllyamz (@mouselink) – Beatnik super-human disguised as geek
- Matthew Ebel (@matthewebel) – Musical Director, #140conf
- Maureen Dennis (@weewelcome) – Have a baby & a life, founder.
- Melissa Yarascavitch (@bourbonbaker) – Creator of FoodLove, Community Activist, Former Scaredy Cat
- Monte Farber (@AskMonte) – Psychic, best-selling author of 45 books on ESP, Astrology, Tarot & Love
- Nelson de Witt (@dewittn) – Chief Story Teller
- Philip Nelson (@PhilipNelson) – SVP – Strategic Development, NewTek
- Revolution MacInnes (@From_Nothing) – Secular Monk, Founder of @SmallThingsMttr Director of Development @TheHelpInst & Chief Philanthropic Officer at @GiftedDreamers
- Ric Dragon (@RicDragon) – CEO, DragonSearch
- Robert Stephens (@rstephens) – founder, Geek Squad
- Ron J Williams (@ronjdub) – CEO & Co-Founder, Knodes
- Ronnie Fieg (@RonnieFieg) – Owner & Founder of Kith NYC, Footwear Designer
- Shelly S Terrell (@ShellTerrell) – Founder, The 30 Goals Challenge for Educators
- Stav Shaffir (@StavShaffir) – Social activist, one of the Israeli social movement's leaders
- Stefan Weitz (@stefanweitz) – Sr Director, Search, Microsoft/Bing
- Stéphanie Montreuil (@fleur_de_lotus) – MarComm professional, mom
- Stephen Brogan (@SteveBrogan) – MomPopPow.com
- Steve Greenberg (@steviegpro) – Founder & CEO, S-Curve Records
- Tan Siok Siok (@sioksiok) – filmmaker, entrepreneur and honorary geek with a deep passion for great storytelling in the age of the real time web.
- Taylor Jones (@TJ) – Chief Memory Curator, Dear Photograph
- Ted Rubin (@TedRubin) - Chief Social Marketing Officer, Collective Bias, Social Marketing Strategist
- Theresa Albert (@theresaalbert) – Founder, My Friend In Food
- Tiffany LaBanca (@TiffanyLaBanca) – SVP, Internal Communications, News Corporation
- Tiffany Peterson (@TiffanyAndLupus) – Lupus Warrior
- Tim Pool (@Timcast) – Independent Journalist covering political action and activism.
- Tracey Jackson (@traceyjackson4) – President, TDJ Ent. Inc
- Tracie Wagman (@HelpWeveGotKids) – Publisher, Help! … We've Got Kids
- Warren Etheredge (@thewarrenreport) – Founder & Host, The Warren Report and The High Bar

(all speakers subject to change without notice)

Here's some simple and basic "how-to" posts that are part method and part belief sets that will help you in not only gaining media coverage, but in learning how to rise Above The Code.

1.  How To Write Great Content For Your Blog 

2.  How To Be Quotable By The Media

3.  Investors Invest in People Not Companies.  Does Your Startup Have Personal Branding Strategies for the Founders? 

4.  Is Your Startup Positioned Correctly?  Don't Let Others Position it For You.  The Value of Positioning

5.  The Startup Economy is Global.  Do You Have An Export- Oriented Mindset?

I’m a huge fan of author, and social demographer, Richard Florida, whose premise about the rise of the creative class has helped cities around the world shape its economic development policies and long-range planning.   The general idea of the creative class is that when you bring together creative types in largely urban cores, economic magic starts to happen.

While Florida’s definition of the creative class is largely based on adults, there’s a new type of creative class that’s bubbling up in downtown San Antonio.  When you stand in front of what’s positioned as “San Antonio’s Best Office Address,” The Weston Centre is home to Geekdom,

Having been a community member at Geekdom since it first opened in December of 2011, my first real encounter with the potential of the facility was observing the incoming class of the TechStars Cloud, who had 11 startups and their teams move here for 3 ½ months to bring their startups to life.

When you enter The Weston Centre, you know you’re in a first class office building.  The expansive lobby, the piano player who is there to serenade you on Tuesday, Wednesday and Thursday as you take a break for lunch, walk down to the San Antonio River for an afternoon stroll, or run downstairs to Page Barteau’s restaurant for a healthy meal or snack.

You could be in London, New York, or Hong Kong, surrounded by largely well dressed lawyers, bankers, consultants and Texan good old boys with boatloads of oil and gas money. 

And then there’s the Geekdom Gang.  

We’re the ones in cut-offs or jeans, t-shirts that have either a startup’s logo on it, or some geeky expression or artwork that brings a smile to you as you enter the elevator. 

We’re the ones wearing flip-flops, tennis shoes and carrying back-packs full of gizmos, gadgets and toys that have empowered us to be part of the global startup economy.

We may be grown ups, but at heart, we’re still kids, with an insatiable curiosity to learn, make, break, disrupt and monetize.   Now that the TechStars Cloud class has graduated, another creative class is starting to at enter Geekdom. 

This time, the class are real kids and well, yes, adults, who are taking advantage of 50 (not a misprint) new classes and workshops that are in process and will continue to expand on the 11^th floor.  I’m finding myself staying late at work to sit in the back of the community room just to sit and observe fresh, new faces that are discovering the magic of the 11^th floor at Geekdom as a place to learn, connect and share.

In addition to these creative classes, there’s some plans in the works for a maker shop, multiple unconferneces, and even some Geekdom community projects that will reach out to, and impact parts of downtown San Antonio outside of the Weston Centre. 

Keep your eyes on a new type of creative class – or rather classes, that are now underway and continuing to expand in the months to come.  

And if you are looking to start something new, or just want to meet what is clearly becoming a central meeting and connecting point for some of San Antonio and South Texas’ brightest minds, come for a visit and consider becoming part of a movement in a class of its own.

Startups are creating a new future, that in many cases are really signals of what's next.

Story telling, and your vision of what's next can be a great insight to the media and your being a source for thought leadership.

If you're seeing something new, share your vision in simple to read English on your startup's blog.

Articulate what you are seeing in a language that's easily sourceable and most of all, quoteable.

Writing content for your startup's blog should be thought of as not just a place to self promote, but to become a trusted source for the media.

Your startup and the data you are collecting has huge value as you gain critical mass.  Share your insights, knowledge and wisdom on your blog.  Photo by me.  Shot on the Santa Monica Pier.

Shifting some of the mindset in this vein makes you a more valuable source for your insights, expertise and thought leadership.

If you're part of a VC or Angel Fund, I could be a valuable member of your team by helping your portfolio companies articulate and sustain their story, and help your fund do likewise.

As Story Teller in Chief, I can help your fund's brand differentiate, and help your portfolio companies become better story tellers.

Better Deal Flow

This article in TechCrunch, "Why VCs Are Getting Into PR" says it best, citing firms like Kleiner Perkins, Greylock and Andreesen Horowitz having a role in PR - (I expand the term a bit in the vein of story telling).   

The intent is help your portfolio companies and your fund think through, and act upon becoming more effective at telling their story on a sustained basis.  

The end game in this is being a source to the media, leveraging thought leadership for business development, and increased customer engagement.

Be Better Positioned

You want to be in a position to get better deal flow, better companies, and be at the front of the receiving line, not the end.  

With a great brand and story telling, you can share your mission, your purpose and what makes you a great partner to a startup above and beyond the almighty Dollar, Pound, Euro, Sheckel, Yen and all other currencies in between.

Most Startups Aren't Coded for Story Telling

Most startups I meet in my travels aren't very inclined to invest time, let alone money in thinking through, and executing on their story telling strategies.  

It's in their DNA to write code, get stuff done and ship.  Somewhere in the heart and soul of every startup I meet with is a great story that goes above and beyond, "we do X for Y, and help the enterprise do Z."

Either they don't see it because they are so close to it, or they don't see or understand the value of great story telling.

Does Your Fund Have A Story Telling Strategy in Place?

At the other end of the startup food chain are VC and Angel Funds who are now competing with each other for the best deal flow looking for places to deploy their funds in the global startup economy.  

Crowdfunding and platforms like Kickstarter are also changing the rules.  So are funds from around the world that are tapping into previously unaccessable markets.

Sounds Good.  How.  And How Much?

I have developed a clustered service offering ranging in price from $5 - $10K per month, that is aimed at helping a fund and its portfolio companies scale and sustain their story telling (OK - their PR) initiatives.  

The pricing depends on the fund size, the number of companies in the portfolio and what internal resources are available for me to work with.  

I believe it's best to limit this to no more than 10 companies at a time.  If you're fund has in excess of 10, we can also rotate portfolio companies on 90 day cycles.

I won't handle competing funds and will only serve one fund at a time.  

I'm interested.  What Do I Do?

Share your story with me.  

Tell me what's on your fund's mind, what you are trying to achieve, and some of the communications obstacles your fund and your portfolio companies might be experiencing.

Email me:  alan at weinkrantz dot com. 

I'll circle back.  

Let's get some good story telling going.

Investors in startups invest in people, not just a company.

Keep that in mind as you shop your startup for deal flow and funding.

External to how smart you may individually and collectively be, what do your personal brands say about you?  How do they attract the right people to your universe of opportunity and deal flow.

One commonality that I find in startups, is that often the founders have known each other for many years.  You may have met in high school, learned to code in a dorm room with the person who is now your lead developer, or just came up with an idea for what could be next while day-dreaming in your MBA classes.

Keep in mind that when investors are looking at your company, they are really looking at you and your co-founders.  Develop a story line on your social profiles that reflect what you're about, what you believe in and where the heart and soul of your company is.

You're not just competing for money.  You're competing for attention.  

Get it with a personal brand that attracts the right universe of people, who'll believe in your vision, your mission, and most of all, invest in the collective of what makes you and your co-founders a great team.

On May 17 and 18, 2012, the Austin Technology Council will host its second annual CEO Summit.

My interview with Julie Huls, CEO can be heard below.  The Conference agenda brings together like minded CEOs from around the State of Texas looking to drive growth in our State and be open to global opportunities that come about by connecting with with each other.

Quick Links:  Event FAQ, Agenda, Companies attending, Austin Technology Council on Twitter, Facebook, LinkedIn

Connect with Julie.... on Twitter or LinkedIn.

There's three universes that matter:  investors, partners, customers.

For the purposes of this post, the order does not matter.

Depending on where you are in your life cyle, you should seriously consider the words you use, the messages you promote, and calls to action who ask for.  

You're leaving digital breadcrumbs behind you.  

Make sure you're giving each universe plenty to snack on.