Your SlideShare is downloading. ×
What story are you telling about your products?
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

What story are you telling about your products?


Published on

Published in: Business, Technology

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide
  • The notion that monkeys typing at random will eventually produce literature is often attributed to Thomas Huxley, a 19th-century scientist who supported Charles Darwin's theories of evolution. Mathematicians have also used it to illustrate concepts of chance. Give an infinite number of monkeys an infinite number of typewriters, the theory goes, and they will eventually produce prose the likes of Shakespeare.
  • Give six monkeys one computer for a month, and they will make a mess. Researchers at Plymouth University in England reported that primates left alone with a computer attacked the machine and failed to produce a single word.
  • People buy for emotional reasons and back up their decisions based on reason.Even engineers!Story is the emotional experience
  • The subconscious mind controls 95% of your behavior.The neocortex is the brain's analytical computer, which processes data. The limbic system is where all emotions reside. The brain stem and other brain structures are responsible for your survival. This part of the brain is also described by American psychologist Robert Ornstein as the "old brain" (or the "lizard brain" by Seth Godin, an American entrepreneur).
  • Wester
  • ShockingSurprisingPainful
  • Positive memorable lets listener contribute generate a new story
  • A much more powerful way to persuade people is by uniting an idea with an emotion. The best way to do that is by telling a compelling story. – Robert McKee
  • First iPod commercial
  • Brand message – story about youField message – story about your prospect
  • Your message is the reason for your story.Your message becomes the central theme.Only one message per story.
  • The flow of the story and its events are vital to the audiences experience. Given the fact that we can only tell one thing at a time, and that a story exists only as a progression of events within a given time span, the sequence of events needs careful consideration. A traditional story can be structure in three parts: beginning, middle and end. It’s important to first start off by setting the scene. Next, the progression of change creates conflict and sets the parameters for the rest of the story. The conflict escalates but is finally resolved, marking the end of the story. It is the escalation of the conflict and development of the hero that drives the story forward and builds up to the climax.
  • Stories are built on a fixed structure where each character has a specific role to play in the story, and each person supplements each other and forms and active part of the story. A typical story starts off with a main character or hero pursuing a goal. The hero has skills which help and support him along his/her quest. The adversaries(villains) work against the hero and establish conflict A successful conflict needs a hero and a villain with opposing agendas The adversary can take on guises, both physical and psychological.
  • Transcript

    • 1. What Story Are You Telling About Your Products? Mike BoudreauxStandardsCertification Director, Business DevelopmentEducation & TrainingPublishing Emerson Process ManagementConferences & Exhibits
    • 2. Work Experience Akzo Nobel Polymer Chemicals  Process control engineer at Deer Park, TX plant  Product management, marketing and sales in Chicago Alcoa  Marketing manager for Alcoa Aluminum Powder  Metallic pigments, defense, solar power, and chemicals industry marketing Emerson  DeltaV / DeltaV SIS Product Manager  DeltaV SIS Brand Manager  Director, Business DevelopmentEducation University of Houston  BS Chemical Engineering Kellogg School of Management  MBA in Marketing 2
    • 3. >30 million presentations per day*>1.5 million presentations happening right now 90% of them are unbearable*Absolute PowerPoint, Ian Parker 3
    • 4. Infinite Monkeys Theory 4
    • 5. • Monkeys like the letters S, A, J, L, and M. • Monkeys like to bash keyboards with stones. • Monkeys like to use keyboards as a toilet. • Monkeys are not random generators. • The Infinite Monkey Theory is flawed. 5
    • 6. 6
    • 7. 7
    • 8. Reason Emotion
    • 9. Quieting the lizard brain 9
    • 10. Triune Brain Theory Lizard Brain Mammal Brain Human Brain Brain stem & cerebelum Limbic System Neocortex Fight or flight Emotions, memories, Language, abstract habits thought, imagination, consciousness Autopilot Decisions Reasons, rationalizesThe Triune Brain in Evolution, Paul MacLean, 1960 10
    • 11. List 10 things that threaten you. 11
    • 12. List 10 things that you care about. 12
    • 13. List 10 things thatyou dream about. 13
    • 14. Western Intellectual Tradition Problem Analysis SolutionThe Secret Language of Leadership, Stephen Denning 14
    • 15. A more compelling way… Reinforce Get their Stimulate with attention Desire ReasonsThe Secret Language of Leadership, Stephen Denning 15
    • 16. 16
    • 17. Get their attention 17
    • 18. 18
    • 19. Agenda – Company Overview• Statement from our CEO• Annual Revenue• Map of our locations• Us on the Fortune 500 List• Sales by Market• Sales by Geography• We are global• We are leaders in our markets• Us in the news• Our brands• Companies that buy our stuff 19
    • 20. 20
    • 21. Distracted Driving Statistics• In 2010, 3092 people were killed in crashes involving a distracted driver• In 2010, 416,000 were injured in motor vehicle crashes involving a distracted driver.• 18% of injury crashes in 2010 were reported as distraction-affected crashes.• In the month of June 2011, more than 196 billion text messages were sent or received in the US, up nearly 50% from June 2009.• 11% of all drivers under the age of 20 involved in fatal crashes were reported as distracted at the time of the crash. This age group has the largest proportion of drivers who were distracted.• 40% of all American teens say they have been in a car when the driver used a cell phone in a way that put people in danger.• Drivers who use hand-held devices are 4 times more likely to get into crashes serious enough to injure themselves.• Text messaging creates a crash risk 23 times worse than driving while not distracted.• Sending or receiving a text takes a drivers eyes from the road for an average of 4.6 seconds, the equivalent-at 55 mph-of driving the length of an entire football field, blind.• Headset cell phone use is not substantially safer than hand-held use.• Driving while using a cell phone reduces the amount of brain activity associated with driving by 37%. 21
    • 22. people were killed in crashes >3000 involving a distracted driver in 2010 people were injured in motor>400,000 vehicle crashes involving a distracted driver. of injury crashes in 2010 were 18% reported as distraction-affected crashes 22
    • 23. Elicit Desire 23
    • 24. 24
    • 25. Emotionally connecting Differentiated Visual Authentic SimpleRelevant Compelling Positive Story outcome 25
    • 26. “Everything should be madeas simple as possible, but not simpler.” 26
    • 27. HeritageMissionVisionCommitmentBrandValueSuccesses 28
    • 28. 29
    • 29. 30
    • 30. Reinforce with Reason 31
    • 31. Proof PointsThird-party statisticsROI CalculationsCustomer StoriesDemonstrations 32
    • 32. What to do? 33
    • 33. Example storiesProduct genesis/evolutionCustomer collaborationProduct in useCustomer successCompetitive winOvercoming objections 34
    • 34. Four Elements of StorytellingMessagePlotConflictCharacters 35
    • 35. Message is the reason for your story 36
    • 36. What do you want them to say? 37
    • 37. Focus on differentiation 38
    • 38. What is the plot?Beginning End Middle 39
    • 39. Story revolves around conflict AntagonistProtagonist Nature Society 40
    • 40. Heroes and Villains 41
    • 41. Model Theme ExamplesHero Save the world • Star Wars • Karate Kid • The MatrixMaverick Change the world • Steve Jobs • Einstein • Kennedy • Martin Luther KingSherlock Solve a problem Most product stories 42
    • 42. Hero’s Journey Life is normal Inciting incident Hero is reluctant Mentor arrivesHero saves the day 43
    • 43. Hero’s Journey Star Wars Life is normal Luke on a farm Inciting incident Farm is destroyed Hero is reluctant Luke whines Mentor guides Obi Wan guides him Luke destroys theHero saves the day Death Star 44
    • 44. Hero’s Journey Karate Kid Daniel is happy in Life is normal New Jersey Moves to California Inciting incident and doesn’t fit in. Beaten down by Hero is reluctant blond-haired bully Mentor guides Mr. Miyagi trains him Daniel defeats theHero saves the day blond-haired bully 45
    • 45. Hero’s Journey The Matrix Neo goes to work Life is normal each day Inciting incident Takes the blue pill Neo rejects the idea Hero is reluctant that he is The One Morpheus advises Mentor guides him Neo defeats theHero saves the day Agent Smith 46
    • 46. Hero’s Journey PlantWeb Story Plant is runningThings are normal normally Equipment fails, Change happens plant shutdown Hero is reluctant “Status quo is OK” Mentor arrives Emerson arrives Failure detected,Hero saves the day plant keeps running 47
    • 47. Maverick Story
    • 48. Automation Innovation Paradigms I/O On DemandValue Digital Plant Hardwired Centralized Architecture Panel Boards DCS 1940 1960 1980 2000 2020 Time
    • 49. Sherlock Story 51
    • 50. Aspects of story • Mundane presentation of everyday life of a protagonist • Protagonist experiences an inciting incident • Protagonist engages in actions to achieve goals • Story informs about thoughts of the protagonist and other actors • Presents a story about how personal evolution or change in the life of the protagonist occurs • Describes a world or personal block that does/may prevent goal attainment • Story has a beginning, middle, and end • Presents a protagonist in clear-cut situations • Has a protagonist who offers a lesson learnedArch Woodside, Suresh Sood, Kenneth Miller - When Consumers and Brands 52
    • 51. Aspects of lecture • Speaking directly to a third-party audience • Presents specific feature details of a product/service • Uses persuasion tools (selling words, “you should”, “limited time offer”) • A protagonist is absent from the communication • Presents a source or spokesperson as an expert • One or two-sided argument logic found • Includes one or more conclusions • Includes one or more recommendations for the audience to follow • Specifically mentions benefits from product features • Includes normative statements that signal what conclusion is most appropriate and/or what actions are bestArch Woodside, Suresh Sood, Kenneth Miller - When Consumers and Brands 53
    • 52. Story Lecture 54
    • 53. 55
    • 54. 56
    • 55. 57
    • 56. 58
    • 57. 59
    • 58. ReinforceGet their Stimulate withattention Desire ReasonsWhy? How? What? 60
    • 59. People don’t believe whatyou tell them.They rarely believe whatyou show them.They often believe whattheir friends tell them.They always believe whatthey tell themselves. 61