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Telling Great Stories & Learning to Listen
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Telling Great Stories & Learning to Listen

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Narrative & Data IDC 261011

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

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

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