“Has to be authentic:” Shark Tank investor Kevin O’Leary highlights the importance of a good story behind a business

Shark Tank investor Kevin O’Leary has invested in many businesses. While deciding where to invest, Mr. Wonderful evaluates the overall business model as well as the storytelling behind selling the product. According to the investor, storytelling builds a brand, markets the product, and generates revenue while establishing a positive relationship with the customers.

In the short reel posted to Kevin's official Instagram account on April 11, 2025, he talked about the importance of authentic and original storytelling. O'Leary said:

"Storytelling sells. They can tell you their story in ninety seconds or less. I don't back anybody who can't tell their story. It has to be authentic. These are authentic stories; these are the real stories."

Shark Tank investor Kevin O’Leary talks about how "storytelling sells"

In the short clip, Shark Tank investor Kevin O’Leary talked about how important it is to have a story behind a business. Additionally, to build a well-renowned brand name, a good story can add to the business' success and elevate relationships with customers.

He also shared that telling your story within 90 seconds is the key to grasping everyone's attention and selling the products. While giving examples of the businesses he invested in on Shark Tank, Kevin took Pholicious owner Anh Trousdale and Boost Oxygen founder Rob Neuner's name.

Anh's pitch was authentic and emotional, hence, a mom's legacy of the business helped establish a brand name.

Rob's idea of selling "air in a can" was executed well through his pitch and storytelling, which led to Mr. Wonderful investing in the business. Kevin O'Leary further elaborated the key to a successful pitch:

"This whole thing, Mamma Thau's recipe, you should have seen her she was in a whirling dervish on Shark Tank because she is in a total commodity business. But she told a great story, and I loved it. And we have been blowing this business up and using television. Bob, same deal, I mean, it was air in a can."

In his August 2023 interview on the Erika Taught Me podcast, Mr. Wonderful emphasized how marketing is linked to storytelling. He stated that a successful business is not just dependant on a good product but "fantastic story telling" and presence on social media for marketing. He said:

"It's not just a great product. Building the best mousetrap doesn't do it. It's communicating the story of the mousetrap that makes it work, and that's really what this is about. The ones that have really thrived were fantastic at telling stories and great at designing websites and really providing terrific customer service and support."

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Despite being part of competitive markets, Anh and Rob were able to find a way to make a name for themselves. The Shark Tank investor shared his observations regarding the changing market after the COVID-19 pandemic and how the power of social media changed the marketing landscape.

For more financial and business-related advice, fans can follow Shark Tank investor Kevin O'Leary on his official Instagram account.

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