0
Sticky Ideas
Sticky = SUCCESS
Sticky = SUCCESS
S I M PL I C I T Y
Sticky = SUCCESS
S I M PL I C I T Y
U N E X P E C T E D N ES S
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
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
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
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...
S I M PL I C I T Y
SIMPLICITY GETS TO
 THE CORE OF YOUR
     MESSAGE

T O ACHIEVE THIS YOU
MUST BE A M ASTER OF
     EXCLUSION
WHY IS ACHIEVING
SIMPLICITY SUCH A
   STRUGGLE?
THE CURSE OF
 KNOWLEDGE
ONCE WE KNOW
SOMETHING, IT IS HARD
 TO IMAGINE WHAT IT
WAS LIKE TO NOT KNOW
          IT
ys that
            hree wa ify the
He re are t or/ident
       n look f essage:
you ca your m
    core of
Language

Metaphor

Slide Design
Language
WE WANT TO USE
  SENSORY LANGUAGE
 THAT IS APPROPRIATE
FOR OUR AUDIENCE AND
      OCCASION
THE IDEA IS TO WRITE IT
SO THAT PEOPLE HEAR IT
 AND IT SLIDES THROUGH
   THE BRAIN AND GOES
STRAIGHT TO THE HEART   .
    ...
Metaphor
ic Snow
               e class ter
By  using th y Charac
  Whit e, Disne has aligned
          ine, IBM gram with
 Story l...
Slide Design
Great Slides
Great Slides
T EL L A V I S UA L STO R Y
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
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
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...
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...
ions of
             ncarnat rams
Th  e first i ign prog
 keyn  ote des re viewed as
(          int) we sting
  PowerPo le...
Once upon a time, there was a little girl who lived in a village near the forest. Whenever she went out, the little girl w...
d bullet
          e dreade ake
Then, th gan to t
   point be otice how the
         nce. N g Hood”
promine ed Ridin
  “ L...
• Little Red Riding Hood (LRRH) takes basket to Grandma
   through woods
• Woods are dangerous
  • Filled with animals
• L...
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
presen...
want to
              e really f slides,
  N  ow, if w ower o
           s the p 9 previous
harnes ke the
   w e will ta t...
Little Red
Riding Hood...
He’s a Big Bad
                    Wolf!




Careful Red!
Now we hav
             e a better
  quality ima
              ge of the
  story of Lit
               tle Red
  Riding Ho...
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
ghlight a t
               nt to hi e that i
  I f you wa ake sur
pictu  re and m nence in the
     takes   promi         ...
to fade
             starts very
Loo k how it e use a
 away   when w ured
       simp le, text .
        backgro  und . .
t what rehappens
      ow look a it on mo
And, n we put
    when           e backg rounds
 complica ted slid
BRAO
   V
eas, if
             sticky id stick
Just as with lides to
        t your s ence --
you wan our audi
     with y ITY is ke...
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
use fo nts that
Gre at slides re:
             a
            SIMPLE
             CLEAN
                &
           CONSI ...
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...
ce in the
             differen ollars
Look at the rillion d
         of one t it looks like
 impact w what
when we sho d ...
One Trillion Dollars
$100
$10,000
$1,000,000
$100,000,000
$1,000,000,000
$1,000,000,000,000
rful to
               e powe he
Which  is mor ting t
 you         lustra lion
     ? By il ne tril
   conce  pt of o , yo...
we are    on the
 While              ly high
su  bject,   use on e
                 ges! B
        ity ima istort
  qual
 ...
UNEXPECTEDNESS
TO UNDERSTAND WHAT
 IS UNEXPECTED, FIRST
   CONSIDER WHAT IS
       EXPECTED
VIOLATE PEOPLE’S
 EXPECTATIONS =
   ATTENTION
is ad vert ising
Th             truly
ca mpa  ign is
    un expec  ted!
PROCEED WITH CAUTION!!
UNEXPECTED DOES NOT
MEAN CHEESY, CLICHED OR
    OVER THE TOP   .
CONCRETENESS
an b e con   crete
You c       ling t  o ou r
 by a ppea
      ense s (to   uch,
    s                 ight,
       te, sm...
AVOCADO
BOAT
BLANKET             SELF ESTEEM
HAT                 JUSTICE
SKUNK               PERSISTENCE
LAMP             ...
“WE WILL BUILD THE GREATEST
   AIRPLANE EVER BUILT”
“WE WILL BUILD THE GREATEST
   AIRPLANE EVER BUILT”




          V.
“WE WILL BUILD THE GREATEST
           AIRPLANE EVER BUILT”




                  V.
  “WE WILL BUILD AN AIRPLANE THAT SEA...
Do  you h  ave a
     ty go  od id ea of
pret             plane
 wh at ki nd of
         plann  ed to
   they
      b uild...
HOW DO YOU MAKE
SOMETHING ABSTRACT LIKE
                   ,
ACCOUNTING, A CONCRETE
      EXPERIENCE?
HOW DO YOU MAKE
SOMETHING ABSTRACT LIKE
                   ,
   ARCHITECTURE, A
 CONCRETE EXPERIENCE?
C R E DI B I L I T Y
TELL A STORY WITH
THE EVIDENCE & USE
   STATISTICS TO
     ESTABLISH
   RELATIONSHIPS
• Only 37% of employees have a clear
 understanding of what their organization
 is trying to achieve
• Only 37% of employees have a clear
  understanding of what their organization
  is trying to achieve
• Only one in five ...
• Only 37% of employees have a clear
  understanding of what their organization
  is trying to achieve
• Only one in five ...
• Only 37% of employees have a clear
  understanding of what their organization
  is trying to achieve
• Only one in five ...
• Only 37% of employees have a clear
  understanding of what their organization
  is trying to achieve
• Only one in five ...
• Only 37% of employees have a clear
  understanding of what their organization
  is trying to achieve
• Only one in five ...
S         Covey
      tephen dibility
     blishe s cre
esta           ng his :
     by  putti
             into c ontext
...
• Only 4 of 11 players on the field know
 which goal is theirs
• Only 4 of 11 players on the field know
  which goal is theirs
• Only 2 of the 11 would care
• 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 kno...
• 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 kno...
• 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 kno...
REMEMBER: STATISTICS ARE
NOT INHERENTLY HELPFUL.

 SCALE & CONTEXT MAKE
     THEM HELPFUL
E M O TI O N S
“WE ARE HARD WIRED TO
FEEL THINGS FOR PEOPLE
 NOT ABSTRACTIONS”
                 D AN H EATH
HOW DO WE ELICIT
 EMOTION FROM OUR
  AUDIENCE ABOUT
  SOMETHING THEY
DON’T KNOW OR CARE
    ABOUT (YET)?
CONNECT IT TO
SOMETHING THEY CARE
      ABOUT
THE THING THEY CARE
    ABOUT MOST?
THEMSELVES!
STORYTELLING
BY APPEALING TO OUR
     NEED FOR:
A SHORTCUT
A SHORTCUT
 A MIRACLE
A SHORTCUT
 A MIRACLE
   MONEY
A SHORTCUT
   A MIRACLE
     MONEY
SOCIAL SUCCESS
A SHORTCUT
   A MIRACLE
     MONEY
SOCIAL SUCCESS
     SAFETY
A SHORTCUT
   A MIRACLE
     MONEY
SOCIAL SUCCESS
     SAFETY
      EGO
A SHORTCUT
   A MIRACLE
     MONEY
SOCIAL SUCCESS
     SAFETY
      EGO
      FUN
A SHORTCUT
   A MIRACLE
     MONEY
SOCIAL SUCCESS
     SAFETY
      EGO
      FUN
   PLEASURE
A SHORTCUT
   A MIRACLE
     MONEY
SOCIAL SUCCESS
     SAFETY
      EGO
      FUN
   PLEASURE
  BELONGING
A SHORTCUT
        A MIRACLE
          MONEY
     SOCIAL SUCCESS
          SAFETY
           EGO
           FUN
        PL...
Everyone is telling the same story
which means no one remembers
         anyone’s story!
are visually
 Jennifer’s dirty hands
                     n any text box of
more interesting tha
                         ...
are visually
 Jennifer’s dirty hands
                     n any text box of
more interesting tha
                         ...
are visually                                The fo
 Jennifer’s dirty hands                                           years...
are visually                                                       The fo
 Jennifer’s dirty hands                         ...
are visually                                                       The fo
 Jennifer’s dirty hands                         ...
“CONSUMERS ARE ALL DIFFERENT  ,
 BUT ULTIMATELY THEY ALL WANT
THE SAME OUTCOME. THEY WANT
TO BE PROMOTED TO BE POPULAR,
  ...
MOST STORIES WANT TO
 TELL ABOUT FEATURES
BUT CONSUMERS DON’T
 CARE ABOUT STORIES
   THAT ARE ABOUT
 FEATURES AND THEY
  ARE UNLIKELY TO
   REMEMBER THEM
CONSUMERS PAY
ATTENTION TO AND
REMEMBER STORIES
 ABOUT BENEFITS!
OUR RESOURCES
Sticky Presentations
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Transcript of "Sticky Presentations"

  1. 1. Sticky Ideas
  2. 2. Sticky = SUCCESS
  3. 3. Sticky = SUCCESS S I M PL I C I T Y
  4. 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. 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. 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. 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. 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. 9. S I M PL I C I T Y
  10. 10. SIMPLICITY GETS TO THE CORE OF YOUR MESSAGE T O ACHIEVE THIS YOU MUST BE A M ASTER OF EXCLUSION
  11. 11. WHY IS ACHIEVING SIMPLICITY SUCH A STRUGGLE?
  12. 12. THE CURSE OF KNOWLEDGE
  13. 13. ONCE WE KNOW SOMETHING, IT IS HARD TO IMAGINE WHAT IT WAS LIKE TO NOT KNOW IT
  14. 14. ys that hree wa ify the He re are t or/ident n look f essage: you ca your m core of
  15. 15. Language Metaphor Slide Design
  16. 16. Language
  17. 17. WE WANT TO USE SENSORY LANGUAGE THAT IS APPROPRIATE FOR OUR AUDIENCE AND OCCASION
  18. 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. 19. Metaphor
  20. 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. 21. Slide Design
  22. 22. Great Slides
  23. 23. Great Slides T EL L A V I S UA L STO R Y
  24. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 34. Little Red Riding Hood...
  35. 35. He’s a Big Bad Wolf! Careful Red!
  36. 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. 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. 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. 39. to fade starts very Loo k how it e use a away when w ured simp le, text . backgro und . .
  40. 40. t what rehappens ow look a it on mo And, n we put when e backg rounds complica ted slid
  41. 41. BRAO V
  42. 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. 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. 44. use fo nts that Gre at slides re: a SIMPLE CLEAN & CONSI STENT
  45. 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. 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. 47. One Trillion Dollars
  48. 48. $100
  49. 49. $10,000
  50. 50. $1,000,000
  51. 51. $100,000,000
  52. 52. $1,000,000,000
  53. 53. $1,000,000,000,000
  54. 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. 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. 56. UNEXPECTEDNESS
  57. 57. TO UNDERSTAND WHAT IS UNEXPECTED, FIRST CONSIDER WHAT IS EXPECTED
  58. 58. VIOLATE PEOPLE’S EXPECTATIONS = ATTENTION
  59. 59. is ad vert ising Th truly ca mpa ign is un expec ted!
  60. 60. PROCEED WITH CAUTION!! UNEXPECTED DOES NOT MEAN CHEESY, CLICHED OR OVER THE TOP .
  61. 61. CONCRETENESS
  62. 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. 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. 64. “WE WILL BUILD THE GREATEST AIRPLANE EVER BUILT”
  65. 65. “WE WILL BUILD THE GREATEST AIRPLANE EVER BUILT” V.
  66. 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. 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. 68. HOW DO YOU MAKE SOMETHING ABSTRACT LIKE , ACCOUNTING, A CONCRETE EXPERIENCE?
  69. 69. HOW DO YOU MAKE SOMETHING ABSTRACT LIKE , ARCHITECTURE, A CONCRETE EXPERIENCE?
  70. 70. C R E DI B I L I T Y
  71. 71. TELL A STORY WITH THE EVIDENCE & USE STATISTICS TO ESTABLISH RELATIONSHIPS
  72. 72. • Only 37% of employees have a clear understanding of what their organization is trying to achieve
  73. 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. 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. 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. 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. 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. 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. 79. • Only 4 of 11 players on the field know which goal is theirs
  80. 80. • Only 4 of 11 players on the field know which goal is theirs • Only 2 of the 11 would care
  81. 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. 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. 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. 84. REMEMBER: STATISTICS ARE NOT INHERENTLY HELPFUL. SCALE & CONTEXT MAKE THEM HELPFUL
  85. 85. E M O TI O N S
  86. 86. “WE ARE HARD WIRED TO FEEL THINGS FOR PEOPLE NOT ABSTRACTIONS” D AN H EATH
  87. 87. HOW DO WE ELICIT EMOTION FROM OUR AUDIENCE ABOUT SOMETHING THEY DON’T KNOW OR CARE ABOUT (YET)?
  88. 88. CONNECT IT TO SOMETHING THEY CARE ABOUT
  89. 89. THE THING THEY CARE ABOUT MOST?
  90. 90. THEMSELVES!
  91. 91. STORYTELLING
  92. 92. BY APPEALING TO OUR NEED FOR:
  93. 93. A SHORTCUT
  94. 94. A SHORTCUT A MIRACLE
  95. 95. A SHORTCUT A MIRACLE MONEY
  96. 96. A SHORTCUT A MIRACLE MONEY SOCIAL SUCCESS
  97. 97. A SHORTCUT A MIRACLE MONEY SOCIAL SUCCESS SAFETY
  98. 98. A SHORTCUT A MIRACLE MONEY SOCIAL SUCCESS SAFETY EGO
  99. 99. A SHORTCUT A MIRACLE MONEY SOCIAL SUCCESS SAFETY EGO FUN
  100. 100. A SHORTCUT A MIRACLE MONEY SOCIAL SUCCESS SAFETY EGO FUN PLEASURE
  101. 101. A SHORTCUT A MIRACLE MONEY SOCIAL SUCCESS SAFETY EGO FUN PLEASURE BELONGING
  102. 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. 103. Everyone is telling the same story which means no one remembers anyone’s story!
  104. 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. 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. 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. 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. 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. 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. 110. MOST STORIES WANT TO TELL ABOUT FEATURES
  111. 111. BUT CONSUMERS DON’T CARE ABOUT STORIES THAT ARE ABOUT FEATURES AND THEY ARE UNLIKELY TO REMEMBER THEM
  112. 112. CONSUMERS PAY ATTENTION TO AND REMEMBER STORIES ABOUT BENEFITS!
  113. 113. OUR RESOURCES
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