In the StartUpLab at Hof University of Applied Sciences on December 2, 2025, everything revolved around the art of effective storytelling. At the “Storyline Creation” workshop, Dr. Martin Gebhardt, former Senior Manager Communications & Activations at adidas and now a founder in the field of marketing and workshop concepts, showed how important a clearly developed story is for the success of projects and start-up ideas.
Image: Hof University of Applied Sciences;
From goal to message: the path to a strong storyline
With his open, practical approach, Gebhardt guided the participants from the basic question “Who am I actually doing this for?” to the concise core message. The exercises on creating your own storyline were particularly valuable:
- Defining target groups
- working out the emotional core of an idea
- bringing everything together in a convincing short pitch
Key learning: good stories are the result of clear decisions
An important takeaway from the workshop: Successful stories are not created by chance, but through conscious decisions. Those who clearly formulate which problem is being solved and why it is relevant automatically attract more attention – especially in the start-up and innovation context.
Three project ideas – three storylines: practical application in the workshop
In addition to methodological input, the workshop offered plenty of space to further develop your own ideas. Three student teams translated their projects into a coherent narrative for the first time:
- A newly interpreted performance snack that makes healthy energy suitable for everyday use
- A digital solution for bars that makes processes smarter, faster and more relaxed
- A green wall installation that enhances interiors and improves air quality
The structured storyline framework gave the ideas noticeable direction:
What makes them unique? What emotions should they trigger? And how can the added value be communicated clearly and comprehensibly?
Motivation and methodology: what the participants took away with them
The participants left the workshop with clear methods, personal feedback and new motivation. Above all, one thing became clear: storytelling doesn’t just explain a project – it brings it to life.
Next workshop with Dr. Martin Gebhardt – focus on personal branding
Those who want to delve deeper into the topic can look forward to Dr. Martin Gebhardt returning to the StartUpLab on 22.01.2026 – this time with a workshop on personal branding. The aim is to communicate your own personality, expertise and vision in a convincing and authentic way. A perfect complement to the Storyline workshop – and a valuable opportunity to further sharpen your own brand.
The StartUpLab at Hof University of Applied Sciences is looking forward to many new ideas
The StartUpLab is looking forward to seeing many familiar and new faces and to the stories that will emerge from them.
