Abstract

This is an accepted article with a DOI pre-assigned that is not yet published.

Innovation alone is not enough – how it is explained to the market is crucial. Especially in the sensitive mission phase, when new products or solutions first encounter customers, communication about success or failure is decisive. Today's B2B target groups are under enormous pressure to stay informed, their attention spans are short, and their willingness to read long texts is declining. Traditional communication quickly reaches its limits here. Visual storytelling offers the solution: images, videos, infographics, and interactive formats make complex issues easier to understand, lower cognitive barriers, and strengthen emotional connections. Studies such as the LinkedIn report The Art & Science of Video (2025) show that marketing measures lose relevance without visually strong elements. This article shows why visual storytelling is not a “nice-to-have” for start-ups and innovative companies, but rather a strategic lever. It provides practical recommendations, identifies risks, and illustrates how companies can present their innovations in such a way that they are understood, remembered, and accepted by the market.

Keywords

it, innovation, process automation, storytelling, marketing, startup, sap, market launch