Rob Wish Cruxio How To Tell Your Story In The Us

How to Tell Your Story In the US Rob Wishnowsky Chicago, October 6, 2009 © Cruxio, Inc. 2009 Cruxio ‐ the crux of the story (SM)

Degree of Difference? Image & Identity Concept of Success Communication Doing Business 1 2 3 4 5 6 7 Very Small Very Large

Nielson Research, 2006 New Zealand is not telling its story well enough or in a way that resonates with USA or UK business. Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

Transmission strength?

Transmission frequency?

Tuned between stations?

Cultural disadvantage

Differences in Transmission Implications for Reception Changing Your Broadcast

Image and Identity Regional

Image and Identity Confederacy, 1861-1865 Seceded States States & Territories Claimed by the CSA Regional

Image and Identity Regional

Image and Identity Globally: the model

Image and Identity Self‐Made Achievers

Image and Identity National

Image and Identity Quiet Achiever

Image and Identity Self‐Effacing

Image and Identity My work is functional and reasonably strong and ok in both the microwave & dishwasher. Self‐Effacing

Image and Identity Symbolic

Concepts of Success CEOs' Pay (as multiple of the average worker's pay) 600x 500x 400x 300x 200x 100x ’60 ’65 ’75 ’85 ’95 ’05 Winners & Losers Source: Prof. W. Dornhoff, UC, Santa Cruz

Concepts of Success % Share of Capital Income 60 Top 1% 50 40 30 20 10 Bottom 80% 1979 1983 1993 2003 Winners & Losers Source: Prof. W. Dornhoff, UC, Santa Cruz

Concepts of Success Families are not going broke over lattes. Families are going broke over mortgages. Elizabeth Warren (2003) Symbols of Wealth

Concepts of Success Symbols of Wealth

Concepts of Success Status & Network

Concepts of Success Lifestyle

Concepts of Success Family

Concepts of Success Fair Play Source: The Marlborough Express

Concepts of Success CEOs' Pay (as multiple of the average worker's pay) 600x 500x 400x 300x 200x Paul Reynolds 100x ’60 ’65 ’75 ’85 ’95 ’05 Fair Play Source: Prof. W. Dornhoff, UC, Santa Cruz and Statistics New Zealand, June 2008 Data

Concepts of Success Experiences

Concepts of Success ka nui tēnā That’s enough; that is sufficient Life Balance

Communication Regional Variance

Communication Assertiveness Ratings (Anglo Cluster) S. Africa 8 US 10 Australia 22 England 29 Ireland 41 NZ 60 3.0 3.5 4.0 4.5 5.0 Assertive Source: Culture and Leadership Across the World, The GLOBE Book of In-Depth Studies, 2007

Communication The Surface Matters

Communication Caught & Taught

Communication Performance is prized

Communication Confident, Articulate

Communication Loud, Proud

Communication Big, Bright, Bold

Communication Big, Bright, Bold image © Betielle / Wikimedia Commons

Communication Big, Bright, Bold

Communication Warts & All

Communication Few are Taught

Communication New Zealanders don’t resent success; what we do despise, and will cut down to size, is the braggart and the show‐off. Tall Poppies Source: Culture and Leadership Across the World, The GLOBE Book of In-Depth Studies, 2007

Communication New Zealanders don’t resent success; what we do despise, and will cut down to size, is the braggart and the show‐off. Soft‐spoken; laid back

Communication Inarticulate

Communication Performance is risky

Communication a bit of a problem Understated

Communication Understated

Doing Business Specialization

Doing Business Silos & Complexity

Doing Business Food Expenditure Away from Home ($Billion) 49% 400 Average person 205x/yr 300 200 100 37% 25% 0 1956 1966 1976 1986 1996 2006 Service Source: U.S. Department of Agriculture’s Economic Research Service, as cited by naturalresourcereport.com

Doing Business Convenience

Doing Business Competition

Doing Business Credentials

Doing Business Network (credentials)

Doing Business Generalists (DIY)

Doing Business Inventors image © Alex Proimos / Wikimedia Commons

Doing Business Accessible

ISTJ ISFJ INFJ INTJ ISTP ISFP INTP INTP ESTP ESFP ENFP ENTP ESTJ ESFJ ENFJ ENTJ

ISTJ ISFJ INFJ INTJ 32.1% 15.8% ISTP ISFP INTP INTP ESTP ESFP ENFP ENTP 5.3% ESTJ ESFJ ENFJ ENTJ 28.0% 9.4% Among Executives Σ 90.6% Source: Type Talk at Work

ISTJ ISFJ INFJ INTJ ISTP ISFP INTP INTP ESTP ESFP ENFP ENTP ESTJ ESFJ ENFJ ENTJ

Truth x0.5=25% x2=400% ...Really! 50% ...Really? 200%

Pity… I’m looking for outstanding. Oh, yeah, our technology’s pretty good.

Research Findings: Culture US Work to secure capital gain for self Finance is important; money end in itself Benchmark of success: capital gain NZ Work for income or passion Values are important; money means to end Benchmark of success: family & quality of life Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

Research Findings: Values US Entrepreneurial attitude Value individual wealth creation Highly competitive; eye for opportunity & $ NZ Small business attitude Value independence & self-reliance (cant let go) Highly lifestyle driven; modest aspirations Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

In a Word US The Entrepreneur NZ The Lifestyler or Inventor Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

Entrepreneurship Education US >2000 NZ 2 Source: Professor Howard Frederick, Deakin University, Melbourne, Australia

How NZ Business is Perceived Lacks hunger Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

How NZ Business is Perceived Lacks sense of urgency Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

How NZ Business is Perceived Often seen as complacent and risk averse Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

How NZ Business is Perceived People are self-deprecating and this does not win NZ any favours. Sources: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006; Dr. Jodyanne Kirkwood, Otago University

How NZ Business is Perceived …admire in themselves some of the very things other lament: Modest aspirations Sources: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006; Dr. Jodyanne Kirkwood, Otago University

How NZ Business is Perceived The US tends to romanticize NZ... As long as NZ businesses are willing to learn & open to being coached, Americans are willing to ‘show them the ropes.’ Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

How NZ Business is Perceived In short, NZ has a business culture which is perceived to be high in human values and low in business acumen. Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

Arrogant skite! Hype and nonsense! Eliminate the static

People root for Oh, well, y’know, we the underdog thought we’d give it and warm to a bit of a go… and humility. here we are! Eliminate the static

I am not like you, and I don’t Good as gold, Mate! ever want to be like you. Eliminate the static

I am being Yeah, well, I know honest and this looks a bit rough transparent. around the edges, but here’s the idea… Eliminate the static

They need to New Zealand’s got a know that we lot going for it, and I can execute can be here 3 or 4 from NZ. times a year… Eliminate the static

Your presentation is a signal About you!

The 5 Basics 1. Clear Point? 2. Clear Benefit? 3. Clear Flow? 4. Uncomplicated? 5. Right length?

The 5 Magic Elements 1. Engage immediately? 2. Bite-size scenes (stories)? 3. Explain through metaphor? 4. Provide credible evidence? 5. Professional (US) polish?

It’s hard work (not an afterthought)

We must adjust (not our audience) Image & Identity Concept of Success Communication Doing Business 1 2 3 4 5 6 7 Very Small Very Large

Powerful transmission (presentation)

On the right frequency (theirs)

That they’ll tune to (their win)

Stay on the air (follow up)

Rob Wish Cruxio How To Tell Your Story In The Us

by Jeffrey Lamb on Oct 13, 2009

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