Compelling StoriesCrafting

&Thank YouGood Morning

Why are we here?

Why are we here?

What can be changed?

Why are we here?

What can be changed?

How?

Markets are conversations

Presentations are conversationsalso

How did we

it all up??

3

1Mistaking

legibility for communication

2

Bad examples

343 slides

3

Bad advice

55% 38%

7%Words

ToneBody Language

7 ! 7

Junk old learnings

Report Story

Report Story

exhaustive dramatic

Topical Narrative

Data Meaning

Information Story

Fact Metaphor

Framework

Report Story

exhaustive dramatic

Report Story

exhaustive dramaticPresentation

explanatory

Report Story

exhaustive dramaticPresentation

explanatory

Ignite

Emotions…

create attention

Attention…

creates meaning

Meaning…

creates memory

Tell me a fact and I’ll remember

Tell me a truth and I’ll believe

Tell me a story and I’ll put it in my heart forever

The shortest distance between two people is a story!!

No!!new!stories

Just!‘Retold’

35 years of research

Overcoming the

monster

The

Quest

Voyage and

Return

Rags to

$$$$Comedy :-)

Tragedy ;-(

Rebirth 7

But...

1 2 3Build up Crisis Redemption

Not so FAST

Use Specific Data1Evi

denc

e

Use Specific Data1Evi

denc

eDi!erent Types of Evidence2

‣ Qualitative and Quantitative‣ Multiple Arguments‣ Causal Arguments‣ Evidence your argument too!

Use Specific Data1Evi

denc

eDi!erent Types of Evidence2

New & Di!erent Information3

Stories are illustrations...

not proof.

1 2 3Build up Crisis Redemption

123

123

Situation or Complication

123

Situation or Complication

Resolution

123

Situation or Complication

Resolution

Example / Evidence

123

Situation or Complication

Resolution

Example / Evidence

123

Situation or Complication

Resolution

Example / Evidence

SCoRE

S Generic

S Generic

Non-controversial

Co State the problem

Co State the problem

Not a Question

RFROM TO

Think

Do

E Directly related

E Directly related

Hypothetical

E Directly related

Hypothetical

Metaphor

Lets start building...

!"

Resources

Whole New Mind

Dan Pink

The Seven Basic Plots

Christopher Booker

Made to Stick

Chip & Dan Heath

ROCKSTARPresentation

COMING SOON