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  • 1. Sticky Ideas
  • 2. Sticky = SUCCESS
  • 3. Sticky = SUCCESS S I M PL I C I T Y
  • 4. Sticky = SUCCESS S I M PL I C I T Y U N E X P E C T E D N ES S
  • 5. Sticky = SUCCESS S I M PL I C I T Y U N E X P E C T E D N ES S C O N C R ET E N ES S
  • 6. Sticky = SUCCESS S I M PL I C I T Y U N E X P E C T E D N ES S C O N C R ET E N ES S CR EDI BILIT Y
  • 7. Sticky = SUCCESS S I M PL I C I T Y U N E X P E C T E D N ES S C O N C R ET E N ES S CR EDI BILIT Y E M O TI O N
  • 8. Sticky = SUCCESS S I M PL I C I T Y U N E X P E C T E D N ES S C O N C R ET E N ES S CR EDI BILIT Y E M O TI O N S T O R I ES
  • 9. S I M PL I C I T Y
  • 10. SIMPLICITY GETS TO THE CORE OF YOUR MESSAGE T O ACHIEVE THIS YOU MUST BE A M ASTER OF EXCLUSION
  • 11. WHY IS ACHIEVING SIMPLICITY SUCH A STRUGGLE?
  • 12. THE CURSE OF KNOWLEDGE
  • 13. ONCE WE KNOW SOMETHING, IT IS HARD TO IMAGINE WHAT IT WAS LIKE TO NOT KNOW IT
  • 14. ys that hree wa ify the He re are t or/ident n look f essage: you ca your m core of
  • 15. Language Metaphor Slide Design
  • 16. Language
  • 17. WE WANT TO USE SENSORY LANGUAGE THAT IS APPROPRIATE FOR OUR AUDIENCE AND OCCASION
  • 18. THE IDEA IS TO WRITE IT SO THAT PEOPLE HEAR IT AND IT SLIDES THROUGH THE BRAIN AND GOES STRAIGHT TO THE HEART . M AYA A NGELOU
  • 19. Metaphor
  • 20. ic Snow e class ter By using th y Charac Whit e, Disne has aligned ine, IBM gram with Story l en pro th eir Gre we can all so mething The idea is y with. to digest identif easy sim ple and yone. for an
  • 21. Slide Design
  • 22. Great Slides
  • 23. Great Slides T EL L A V I S UA L STO R Y
  • 24. Great Slides T EL L A V I S UA L STO R Y H A V E S I M P L E BA C K G R O U N D S
  • 25. Great Slides T EL L A V I S UA L STO R Y H A V E S I M P L E BA C K G R O U N D S U S E AP P R O P R I AT E F O NTS
  • 26. Great Slides T EL L A V I S UA L STO R Y H A V E S I M P L E BA C K G R O U N D S U S E AP P R O P R I AT E F O NTS US E I MAG ES AS ILLUSTRATI O NS
  • 27. Great Slides T EL L A V I S UA L STO R Y H A V E S I M P L E BA C K G R O U N D S U S E AP P R O P R I AT E F O NTS US E I MAG ES AS ILLUSTRATI O NS
  • 28. ions of ncarnat rams Th e first i ign prog keyn ote des re viewed as ( int) we sting PowerPo le for po a vehic mounts of ma ssive a a screen. inform ation on
  • 29. Once upon a time, there was a little girl who lived in a village near the forest. Whenever she went out, the little girl wore a red riding cloak, so everyone in the village called her Little Red Riding Hood. One morning, Little Red Riding Hood asked her mother if she could go to visit her grandmother as it had been awhile since they'd seen each other. "That's a good idea," her mother said. So they packed a nice basket for Little Red Riding Hood to take to her grandmother. When the basket was ready, the little girl put on her red cloak and kissed her mother goodbye. "Remember, go straight to Grandma's house," her mother cautioned. "Don't dawdle along the way and please don't talk to strangers! The woods are dangerous." "Don't worry, mommy," said Little Red Riding Hood, "I'll be careful." But when Little Red Riding Hood noticed some lovely flowers in the woods, she forgot her promise to her mother. She picked a few, watched the butterflies flit about for awhile, listened to the frogs croaking and then picked a few more. Little Red Riding Hood was enjoying the warm summer day so much, that she didn't notice a dark shadow approaching out of the forest behind her... Suddenly, the wolf appeared beside her. "What are you doing out here, little girl?" the wolf asked in a voice as friendly as he could muster. "I'm on my way to see my Grandma who lives through the forest, near the brook," Little Red Riding Hood replied. Then she realized how late she was and quickly excused herself, rushing down the path to her Grandma's house. The wolf, in the meantime, took a shortcut... The wolf, a little out of breath from running, arrived at Grandma's and knocked lightly at the door. "Oh thank goodness dear! Come in, come in! I was worried sick that something had happened to you in the forest," said Grandma thinking that the knock was her granddaughter. The wolf let himself in. Poor Granny did not have time to say another word, before the wolf gobbled her up! The wolf let out a satisfied burp, and then poked through Granny's wardrobe to find a nightgown that he liked. He added a frilly sleeping cap, and for good measure, dabbed some of Granny's perfume behind his pointy ears. A few minutes later, Red Riding Hood knocked on the door. The wolf jumped into bed and pulled the covers over his nose. "Who is it?" he called in a cackly voice. "It's me, Little Red Riding Hood." "Oh how lovely! Do come in, my dear," croaked the wolf. When Little Red Riding Hood entered the little cottage, she could scarcely recognize her Grandmother. "Grandmother! Your voice sounds so odd. Is something the matter?" she asked. "Oh, I just have touch of a cold," squeaked the wolf adding a cough at the end to prove the point. "But Grandmother! What big ears you have," said Little Red Riding Hood as she edged closer to the bed. "The better to hear you with, my dear," replied the wolf. "But Grandmother! What big eyes you have," said Little Red Riding Hood.] "The better to see you with, my dear," replied the wolf. "But Grandmother! What big teeth you have," said Little Red Riding Hood her voice quivering slightly "The better to eat you with, my dear," roared the wolf and he leapt out of the bed and began to chase the little girl. Almost too late, Little Red Riding Hood realized that the person in the bed was not her Grandmother, but a hungry wolf. She ran across the room and through the door, shouting, "Help! Wolf!" as loudly as she could. A woodsman who was chopping logs nearby heard her cry and ran towards the cottage as fast as he could. He grabbed the wolf and made him spit out the poor Grandmother who was a bit frazzled by the whole experience, but still in one piece. "Oh Grandma, I was so scared!" sobbed Little Red Riding Hood, "I'll never speak to strangers or dawdle in the forest again." "There, there, child. You've learned an important lesson. Thank goodness you shouted loud enough for this kind woodsman to hear you!" The woodsman knocked out the wolf and carried him deep into the forest where he wouldn't bother people any longer. Little Red Riding Hood and her Grandmother had a nice lunch and a long chat.
  • 30. d bullet e dreade ake Then, th gan to t point be otice how the nce. N g Hood” promine ed Ridin “ Little R ndensed from stor y is co raphs to l parag ints. severa ullet po se veral b
  • 31. • Little Red Riding Hood (LRRH) takes basket to Grandma through woods • Woods are dangerous • Filled with animals • LRRH stops to pick flowers • Wolf sees LRRH and takes shortcut to Grandma’s House • Eats Grandma before LRRH arrives • Wolf dresses in Grandma’s gown and greets LRRH • LRRH is a doofus and thinks Wolf is Grandma • Wolf attacks LRRH • Woodsman hears LRRH’s cries and kills Wolf with Axe • Extracts Grandma from Wolf’s stomach intact • LRRH and Grandma share treats from basket
  • 32. ears, a st few y rld of I n the la n the wo revo lution i sign has led ation de f far more present lusion o to the inc d far fewer ima ges an ing more ; creat morable bullets and me pro vocative ations. p resent
  • 33. want to e really f slides, N ow, if w ower o s the p 9 previous harnes ke the w e will ta tell the story in ima ges and s, perhaps even j w slide way that it ust a fe n such a one slide, i eart of what we ts t o the h an do it ge nd we c y.... o say. A odern wa want t and m i n a new
  • 34. Little Red Riding Hood...
  • 35. He’s a Big Bad Wolf! Careful Red!
  • 36. Now we hav e a better quality ima ge of the story of Lit tle Red Riding Hood that draws in ou audience an r their attend gets tion!
  • 37. Great Slides T EL L A V I S UA L STO R Y H A V E S I M P L E BA C K G R O U N D S
  • 38. ghlight a t nt to hi e that i I f you wa ake sur pictu re and m nence in the takes promi dience, your au with ntion of from it atte don’t detract kgrounds. d ng bac ite is istracti ck or wh S imple bla . . . best
  • 39. to fade starts very Loo k how it e use a away when w ured simp le, text . backgro und . .
  • 40. t what rehappens ow look a it on mo And, n we put when e backg rounds complica ted slid
  • 41. BRAO V
  • 42. eas, if sticky id stick Just as with lides to t your s ence -- you wan our audi with y ITY is key! SI MPLIC
  • 43. Great Slides T EL L A V I S UA L STO R Y H A V E S I M P L E BA C K G R O U N D S U S E AP P R O P R I AT E F O NTS
  • 44. use fo nts that Gre at slides re: a SIMPLE CLEAN & CONSI STENT
  • 45. Great Slides T EL L A V I S UA L STO R Y H A V E S I M P L E BA C K G R O U N D S U S E AP P R O P R I AT E F O NTS US E I MAG ES AS ILLUSTRATI O NS
  • 46. ce in the differen ollars Look at the rillion d of one t it looks like impact w what when we sho d then with with text an . images
  • 47. One Trillion Dollars
  • 48. $100
  • 49. $10,000
  • 50. $1,000,000
  • 51. $100,000,000
  • 52. $1,000,000,000
  • 53. $1,000,000,000,000
  • 54. rful to e powe he Which is mor ting t you lustra lion ? By il ne tril conce pt of o , your do isually ly to llars v re like a e is mo y the udienc aded b be persu e! me ssag
  • 55. we are on the While ly high su bject, use on e ges! B ity ima istort qual ca ot to d hat reful n much t t ge so he ima ger clear -- it is no lon able! and , thus , unus
  • 56. UNEXPECTEDNESS
  • 57. TO UNDERSTAND WHAT IS UNEXPECTED, FIRST CONSIDER WHAT IS EXPECTED
  • 58. VIOLATE PEOPLE’S EXPECTATIONS = ATTENTION
  • 59. is ad vert ising Th truly ca mpa ign is un expec ted!
  • 60. PROCEED WITH CAUTION!! UNEXPECTED DOES NOT MEAN CHEESY, CLICHED OR OVER THE TOP .
  • 61. CONCRETENESS
  • 62. an b e con crete You c ling t o ou r by a ppea ense s (to uch, s ight, te, sm ell, s tas s ound)
  • 63. AVOCADO BOAT BLANKET SELF ESTEEM HAT JUSTICE SKUNK PERSISTENCE LAMP LOVE TREE IMAGINE SUNRISE TRUST SKYSCRAPER PASSION SAND DEVOTION BOX DEDICATION LIGHTBULB COMMITMENT PANTS LEMON t rac Co MILK nc ZEBRA st re Ab e t
  • 64. “WE WILL BUILD THE GREATEST AIRPLANE EVER BUILT”
  • 65. “WE WILL BUILD THE GREATEST AIRPLANE EVER BUILT” V.
  • 66. “WE WILL BUILD THE GREATEST AIRPLANE EVER BUILT” V. “WE WILL BUILD AN AIRPLANE THAT SEATS 131 PASSENGERS, FLIES NONSTOP FROM MIAMI TO NEW YORK CITY AND LANDS ON RUNWAY 4-22 AT LA GUARDIA (A NOTORIOUSLY SHORT RUNWAY AND, AT THAT TIME, FAR TOO SHORT FOR ANY PASSENGER PLANE TO LAND).”
  • 67. Do you h ave a ty go od id ea of pret plane wh at ki nd of plann ed to they b uild? Yes!!
  • 68. HOW DO YOU MAKE SOMETHING ABSTRACT LIKE , ACCOUNTING, A CONCRETE EXPERIENCE?
  • 69. HOW DO YOU MAKE SOMETHING ABSTRACT LIKE , ARCHITECTURE, A CONCRETE EXPERIENCE?
  • 70. C R E DI B I L I T Y
  • 71. TELL A STORY WITH THE EVIDENCE & USE STATISTICS TO ESTABLISH RELATIONSHIPS
  • 72. • Only 37% of employees have a clear understanding of what their organization is trying to achieve
  • 73. • Only 37% of employees have a clear understanding of what their organization is trying to achieve • Only one in five is enthusiastic about their organization’s goals
  • 74. • Only 37% of employees have a clear understanding of what their organization is trying to achieve • Only one in five is enthusiastic about their organization’s goals • Only one in five have a clear “line of sight” between their tasks and their organization’s goals
  • 75. • Only 37% of employees have a clear understanding of what their organization is trying to achieve • Only one in five is enthusiastic about their organization’s goals • Only one in five have a clear “line of sight” between their tasks and their organization’s goals • Only 15% feel their organization fully enables them to execute key goals
  • 76. • Only 37% of employees have a clear understanding of what their organization is trying to achieve • Only one in five is enthusiastic about their organization’s goals • Only one in five have a clear “line of sight” between their tasks and their organization’s goals • Only 15% feel their organization fully enables them to execute key goals • Only 20% fully trust their organization
  • 77. • Only 37% of employees have a clear understanding of what their organization is trying to achieve • Only one in five is enthusiastic about their organization’s goals • Only one in five have a clear “line of sight” between their tasks and their organization’s goals • Only 15% feel their organization fully enables them to execute key goals • Only 20% fully trust their organization Stephen Covey “The 8th Habit”
  • 78. S Covey tephen dibility blishe s cre esta ng his : by putti into c ontext stat istics tion were if ganiza . . . the or team as occer
  • 79. • Only 4 of 11 players on the field know which goal is theirs
  • 80. • Only 4 of 11 players on the field know which goal is theirs • Only 2 of the 11 would care
  • 81. • Only 4 of 11 players on the field know which goal is theirs • Only 2 of the 11 would care • Only 2 of the 11 would know what position they play and what they are supposed to do
  • 82. • Only 4 of 11 players on the field know which goal is theirs • Only 2 of the 11 would care • Only 2 of the 11 would know what position they play and what they are supposed to do • And all but two players would, in some way, be competing against their own team members rather than the opponent
  • 83. • Only 4 of 11 players on the field know which goal is theirs • Only 2 of the 11 would care • Only 2 of the 11 would know what position they play and what they are supposed to do • And all but two players would, in some way, be competing against their own team members rather than the opponent Stephen Covey “The 8th Habit”
  • 84. REMEMBER: STATISTICS ARE NOT INHERENTLY HELPFUL. SCALE & CONTEXT MAKE THEM HELPFUL
  • 85. E M O TI O N S
  • 86. “WE ARE HARD WIRED TO FEEL THINGS FOR PEOPLE NOT ABSTRACTIONS” D AN H EATH
  • 87. HOW DO WE ELICIT EMOTION FROM OUR AUDIENCE ABOUT SOMETHING THEY DON’T KNOW OR CARE ABOUT (YET)?
  • 88. CONNECT IT TO SOMETHING THEY CARE ABOUT
  • 89. THE THING THEY CARE ABOUT MOST?
  • 90. THEMSELVES!
  • 91. STORYTELLING
  • 92. BY APPEALING TO OUR NEED FOR:
  • 93. A SHORTCUT
  • 94. A SHORTCUT A MIRACLE
  • 95. A SHORTCUT A MIRACLE MONEY
  • 96. A SHORTCUT A MIRACLE MONEY SOCIAL SUCCESS
  • 97. A SHORTCUT A MIRACLE MONEY SOCIAL SUCCESS SAFETY
  • 98. A SHORTCUT A MIRACLE MONEY SOCIAL SUCCESS SAFETY EGO
  • 99. A SHORTCUT A MIRACLE MONEY SOCIAL SUCCESS SAFETY EGO FUN
  • 100. A SHORTCUT A MIRACLE MONEY SOCIAL SUCCESS SAFETY EGO FUN PLEASURE
  • 101. A SHORTCUT A MIRACLE MONEY SOCIAL SUCCESS SAFETY EGO FUN PLEASURE BELONGING
  • 102. A SHORTCUT A MIRACLE MONEY SOCIAL SUCCESS SAFETY EGO FUN PLEASURE BELONGING OR TAPPING INTO OUR FEAR OF RELATED TO THE ABOVE THINGS
  • 103. Everyone is telling the same story which means no one remembers anyone’s story!
  • 104. are visually Jennifer’s dirty hands n any text box of more interesting tha . words could ever be nds = Brilliant CEO and Muddy Ha
  • 105. are visually Jennifer’s dirty hands n any text box of more interesting tha . words could ever be nds = Brilliant CEO and Muddy Ha Jennifer was By po inting out that company 9 year s old when the ecomes three started, she b us dimensional to
  • 106. are visually The fo Jennifer’s dirty hands years nt used in the n any text box of is perf word f more interesting tha sophist ect for inally a . story t nd words could ever be icated an d j u elling. nds = Brilliant mps of It CEO and Muddy Ha at the f t he p is reader age Jennifer was By po inting out that company 9 year s old when the ecomes three started, she b us dimensional to
  • 107. are visually The fo Jennifer’s dirty hands years nt used in the n any text box of is perf word f more interesting tha sophist ect for inally a . story t nd words could ever be icated an d j u elling. nds = Brilliant mps of It CEO and Muddy Ha at the f t he p is reader age Most of us won’t take the time to stop and Jennifer was read the text. That’s By po inting out that the truth of it. But company in this case, Jennifer’s 9 year s old when the Muddy hands ecomes three create intrigue and inte started, she b rest and makes me us dimensional to want to learn more ab out her
  • 108. are visually The fo Jennifer’s dirty hands years nt used in the n any text box of is perf word f more interesting tha sophist ect for inally a . story t nd words could ever be icated an d j u elling. nds = Brilliant mps of It CEO and Muddy Ha at the f t he p is reader age With just one shot, Backwoods has told a story about their CEO. Today, most stories are told this way, making your ability to tell your story all the more important. Most of us won’t take the time to stop and Jennifer was read the text. That’s By po inting out that the truth of it. But company in this case, Jennifer’s 9 year s old when the Muddy hands ecomes three create intrigue and inte started, she b rest and makes me us dimensional to want to learn more ab out her
  • 109. “CONSUMERS ARE ALL DIFFERENT , BUT ULTIMATELY THEY ALL WANT THE SAME OUTCOME. THEY WANT TO BE PROMOTED TO BE POPULAR, , TO BE HEALTHY, WEALTHY, AND WISE. THEY WANT TO BE PLEASANTLY SURPRISED AND HONESTLY FLATTERED .” S ETH G ODIN
  • 110. MOST STORIES WANT TO TELL ABOUT FEATURES
  • 111. BUT CONSUMERS DON’T CARE ABOUT STORIES THAT ARE ABOUT FEATURES AND THEY ARE UNLIKELY TO REMEMBER THEM
  • 112. CONSUMERS PAY ATTENTION TO AND REMEMBER STORIES ABOUT BENEFITS!
  • 113. OUR RESOURCES