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Telling Great Stories & Learning to Listen              Some Thoughts on Narrative & Data, IDC Oct 2011
People love stories
They love all kinds of stories simply toldThey can take 90 minutes to play
Years to write & months to read
Minutes to sing
They can seem simple, but still be complex
We’re just suckers for good narratives          with great returns
Great storytellers need to be great listeners
They know their audience cold
They have walked in their shoes
Lived in their homes
Slept in their beds
In fact, sometimes,they know their audiencebetter than the audienceknow themselves
Making them capable of magic
You should be able to tell your story to a class of 7 year olds
Pick a field big enough for a     never ending story
But remember, stories  are not just about   communications
Stories live in your        product They live in how you runand analyze your business
Good communications  just make sure that things look good and    sound their best
So make your products simple to use
Shoot for no cognitive barriers
Make the value crystal clear
Sell benefits and a big big vision
Something you can grow into with age
Oh, one more thing…. make it look sexy
These days the benchmark is real-time
So your product should respond instantly
Speed and reliability are at a premium
Table stakes are easy, quick and free
You should use data to be relevant
To be personal
To be social
To tell stories beautifully
And in tune with the medium
Be simple Be quickBe relevant
You need to win a place in the box      inside people’s head
Then let them share your stories
Short morality tale  about insight
407,326    113,032Over 100 stores
Short morality tale   about data
Who areyou telling the story    to?
Investorswho write  $200m cheques
2% of TVhouseholds by region
18% in Bay  Area
15 mins ofstreamingper month
61% ofsubscribers
Customers who write$8 cheques
Talk less
Listen more
So how do you find a signal in the noise?
“If you can’t measure it you can’t manage it”
Where do you tell the story?                                Media      Customers                       Team    Investors  ...
What do you measure?       Sales                   Marketing    Support                       Operations        Finance
What drives actions?        NPS                       Funnels  Unit Economics                         Cohorts        Singl...
When do you measure?     Real-Time         Daily     Weekly                       Monthly    Quarterly                    ...
What tools & tech?    Hadoop                      BI  Analytics                       Multivariant    Personalization
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
Telling Great Stories & Learning to Listen
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Telling Great Stories & Learning to Listen

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Narrative & Data IDC 261011

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  • Trout
  • Chip Wilson in 1998 Vancouver
  • David Eiswert. lead portfolio manager of T.Rowe Price’s Global Technology Strategy
  • David Eiswert. lead portfolio manager of T.Rowe Price’s Global Technology Strategy
  • Transcript of "Telling Great Stories & Learning to Listen"

    1. 1. Telling Great Stories & Learning to Listen Some Thoughts on Narrative & Data, IDC Oct 2011
    2. 2. People love stories
    3. 3. They love all kinds of stories simply toldThey can take 90 minutes to play
    4. 4. Years to write & months to read
    5. 5. Minutes to sing
    6. 6. They can seem simple, but still be complex
    7. 7. We’re just suckers for good narratives with great returns
    8. 8. Great storytellers need to be great listeners
    9. 9. They know their audience cold
    10. 10. They have walked in their shoes
    11. 11. Lived in their homes
    12. 12. Slept in their beds
    13. 13. In fact, sometimes,they know their audiencebetter than the audienceknow themselves
    14. 14. Making them capable of magic
    15. 15. You should be able to tell your story to a class of 7 year olds
    16. 16. Pick a field big enough for a never ending story
    17. 17. But remember, stories are not just about communications
    18. 18. Stories live in your product They live in how you runand analyze your business
    19. 19. Good communications just make sure that things look good and sound their best
    20. 20. So make your products simple to use
    21. 21. Shoot for no cognitive barriers
    22. 22. Make the value crystal clear
    23. 23. Sell benefits and a big big vision
    24. 24. Something you can grow into with age
    25. 25. Oh, one more thing…. make it look sexy
    26. 26. These days the benchmark is real-time
    27. 27. So your product should respond instantly
    28. 28. Speed and reliability are at a premium
    29. 29. Table stakes are easy, quick and free
    30. 30. You should use data to be relevant
    31. 31. To be personal
    32. 32. To be social
    33. 33. To tell stories beautifully
    34. 34. And in tune with the medium
    35. 35. Be simple Be quickBe relevant
    36. 36. You need to win a place in the box inside people’s head
    37. 37. Then let them share your stories
    38. 38. Short morality tale about insight
    39. 39. 407,326 113,032Over 100 stores
    40. 40. Short morality tale about data
    41. 41. Who areyou telling the story to?
    42. 42. Investorswho write $200m cheques
    43. 43. 2% of TVhouseholds by region
    44. 44. 18% in Bay Area
    45. 45. 15 mins ofstreamingper month
    46. 46. 61% ofsubscribers
    47. 47. Customers who write$8 cheques
    48. 48. Talk less
    49. 49. Listen more
    50. 50. So how do you find a signal in the noise?
    51. 51. “If you can’t measure it you can’t manage it”
    52. 52. Where do you tell the story? Media Customers Team Investors Home School Event
    53. 53. What do you measure? Sales Marketing Support Operations Finance
    54. 54. What drives actions? NPS Funnels Unit Economics Cohorts Singletics
    55. 55. When do you measure? Real-Time Daily Weekly Monthly Quarterly Annually
    56. 56. What tools & tech? Hadoop BI Analytics Multivariant Personalization
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