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Communicate Your Idea: A Practical Workshop
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Transcript of Communicate Your Idea: A Practical Workshop
Share #communicateyouridea
Communicate
Your Idea - A Practical Workshop In Two Parts
Connect @rtrovatten
Session 1: September 30Produced for Exchang.es
www.exchang.es/e/communication-made-clear
About me
Education
Bachelor in Communication, Roskilde University
MA in Digital Media Management, Hyper Island
Diploma Graduate, Strelka Institute
Work
Founder and director, T&P Copenhagen
Advisor, Danish Cultural Minister
Strategist, Danish Composers’ Society
Clients
BBC
The UK Post Office
26 years old
Born in Esbjerg, Denmark
Works here at DI (Third Place & Exchang.es)
Interested in strategy, education & technology
My motivation
1 Learn what it means to ‘exchange’
2 Get practical with communication in ‘a Russian context’
Common mistakes
Exercise
“Woolly minded people write woolly memos, woolly letters and woolly speeches”
David Ogilvy
Goals of this exchange
1 We all get better at communicating our ideas
2 We inspire each other and get to know some cool new ideas
Quick intro
1 Who are you?
2 What brings you here?
Roles and format
We will all be learning and teaching each other
My role will be to facilitate structure
Your role will be to fill in the magic
Today Thursday
Thinking communication Doing communication
Why is communication important?
Exercise
As a human being, member of society, you must clearly state your mind. It’s a responsibility. It is the way you identify yourself. Otherwise you don’t know who you are and why you are here.
Ai Wei Wei
We have to articulate ourselves.
-Otherwise we would be cows on a field.
Werner Herzog
So, what’s changing today?
Exercise
70
60
50
40
20
01900 2006
Share of workforce
1910 1920 1930 1940 1950 1960 1970 1980 1990 2000
resource (routine)
service (routine)
production (routine)
creative
30
10
Jobs are changing
Source: Martin Prosperity Institute 2009 *Physical relabeled production
The nature of work is changing
Case: Severe acute respiratory syndrome (SARS)
How we communicate is changing
The way we filter is changing
Group exercise 1
1 Define your objective - what your message is designed to do
2 Define your audience - who you want to have the attention of
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3 Define your channel - how you plan to get your message to them
4 Define your offer - what you offer and expect from them
Take notes of your conversation, so you can share your main insights!
[W]hat people want today goes well beyond technology and design. They don’t just want four wheels and a means to steer, or to be surrounded by music and information wherever their eyes and ears may roam. What people are looking for now is a way to reconnect with their values: to ground how they can, will, and should live in the world.
John Maeda
Illustration: Undercurrent
Communication is an articulation of your strategy, and how you see the world
Transaction Relationor
New logics
Transaction Relationor
$
time
$
time
a product a costumer
New logics
Examples of great communication
Shell - Platformate (1960) Produced by Ogilvyhttps://www.youtube.com/watch?v=eDgdp599_Gk
Apple - 1984 (1983) Agency: Chiat/Dayhttps://www.youtube.com/watch?v=R706isyDrqI
Apple - Here’s To The Crazy Ones (1997) Agency: Chiat/Dayhttps://www.youtube.com/watch?v=8rwsuXHA7RA
Who Why How WhatCall ToActionBeliefs Vision Method Offer
Components of great communication
Who Why How WhatCall ToActionBeliefs Vision Method Offer
Components of great communication
Apple Shell
Relation Transaction
Who Why How WhatCall ToActionBeliefs Vision Method Offer
Components of great communication
Group exercise 2
Structure a one minute pitch - How you will communicate your offer
Keep in mind:
Who Why How What Call To
ActionBeliefs Vision Method Offer
Next time
1 Presentations
2 Feed-back
3 Work-sessions
4 Action-planning
Share #communicateyouridea
Thanks,
And see you again Thursday!
Connect @rtrovatten / [email protected]
Session 1: September 30Produced for Exchang.es
www.exchang.es/e/communication-made-clear