1. Getting complex
messages across
Kick-off COMMIT – March 21th 2012

2. Empathy, simplicity and storytelling.
Using basic marketing techniques to
connect to any audience.

3. Agenda
10:00 Introduction
10:10 Workshop
10:40 Conclusions
10:50 End

4. Empathy

5. (Relevance)

6. Know who you are talking to

7. Understand what makes them tick

8. Speak their language

9. Empathy
1. Know who you
are talking to.
2. Understand what
makes them tick.
3. Speak their
language.

10. Simplicity

11. (Understanding)

12. Capture the essence

13. Define your key message

14. Create meaningful chunks

15. Empathy Simplicity
1. Know who you 4. Capture the
are talking to. essence.
2. Understand what 5. Define your key
makes them tick. message.
3. Speak their 6. Make meaningful
language. chunks.

16. Storytelling

17. (Engagement)

18. Include a sense of urgency

19. Find the best expression

20. Work towards a plot

21. Empathy Simplicity Storytelling
1. Know who you 4. Capture the 7. Include a sense of
are talking to. essence. urgency.
2. Understand what 5. Define your key 8. Find the best
makes them tick. message. expression.
3. Speak their 6. Make meaningful 9. Work towards a
language. chunks. plot.

22. Workshop
1. Create groups of three.
2. Pick one research project or idea to explain.
3. Choose your audience (one of the personas).
4. Together develop the communication.
5. Use a single flip over sheet for the final version.
6. Select the presenter.
7. Prepare a two minutes presentation.

23. Commit personas.
De Commit persona’s zijn:
Ellen Michael Frits Peggy
Algemeen belang
Common interest partner
Partner afnemer
Consumer peers
Peers
de politicus
Politician de product
Product de innovatie
Innovation de onderzoeker
Researcher
ontwikkelaar manager
developer manager

24. Thank you!

25. ruurd.priester@lbi.com
Strategy Director @LBi Netherlands