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Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
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Neural Coupling and Storytelling with Lanny Geffen

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Neural Coupling and Storytelling …

Neural Coupling and Storytelling
with Lanny Geffen

OVERVIEW
How Designers Use Storytelling to Create Infectious Ideas
From the beginning, storytellers have been able to lead people on incredible journeys beyond the here and now. By inspiring imagination and evoking emotion, storytellers catalyze ideas and persuade innovation.
In this session, attendees will discover the art and utility of great storytelling from Martin Luther King Jr.’s “I Have A Dream” to the great innovators disrupting Silicon Valley, and experience how storytelling can reshape the conversation and lead to new outcomes.

Presented at FITC Toronto 2014 on April 27-29, 2014
More info at www.FITC.ca

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Transcript

  • 1. By: Lanny Geffen, Vice President UX & Design, Digiflare Neural Coupling a.k.a. Storytelling Follow me: @lgeffen
  • 2. I am a designer… Part I
  • 3. Most people think… http://goo.gl/Fe83lW
  • 4. Empathy Intent Experience
  • 5. Richie Parker
  • 6. Richie Parker
  • 7. Empathy
  • 8. Intent
  • 9. Experience
  • 10. “There were always things around the house that made it so I didn’t need to ask for someone’s help.”
  • 11. Intent
  • 12. “An incredible sense of freedom”
  • 13. Empathy
  • 14. Intent
  • 15. Experience
  • 16. “First they ignore you, then they laugh at you, then they fight you, then you win.”
  • 17. The power of story Part II
  • 18. Maasai
  • 19. Aristotle
  • 20. Beginning Middle End Pity Fear Catharsis
  • 21. Phenethylamine (PEA)
  • 22. Brain Hack Part III
  • 23. The Story Telling API
  • 24. Dr. Paul Zak Neuroeconomist
  • 25. http://youtu.be/DHeqQAKHh3M
  • 26. 2 Primary emotions were elicited: Distress + Empathy
  • 27. What do you feel after the story ? ?
  • 28. Cortisol (focuses our attention)
  • 29. Oxytocin (care, connection, empathy)
  • 30. Those who produced Oxytocin & Cortisol gave generously
  • 31. Could they predict who would give money?
  • 32. Ran the experiment again, track distress and empathy response…
  • 33. Theory of Mind! (understanding what others are doing) Oxytocin Areas! (make us feel empathy)
  • 34. 80% Accuracy Who would donate money
  • 35. The amount of Oxytocin released predicted how much money people would share with a stranger or charity.
  • 36. Only some stories succeeded
  • 37. Gustav Freytag Playwright / Scholar
  • 38. Exposition “Freytag Pyramid” Rising ActionInciting Incident Falling Action Climax Dénouement Resolution
  • 39. Universal Story Structure
  • 40. Stories [that follow the Universal Story Structure] are powerful and actually change the way our brains work, and our brain chemistry
  • 41. Telling Your Story Part IV
  • 42. Nancy Duarte Presentation Designer
  • 43. Storytelling Triangle Story AudienceStoryteller
  • 44. What is What could be What is What could be What is What could be What is New bliss (new reality) Orators Story Pattern
  • 45. August 28, 1963 from the Lincoln Memorial on the Mall, in Washington DC during the 'March on Washington'
  • 46. Martin Luther King Jr. American Civil Rights Leader
  • 47. Summarize the Hack CONCKUSION
  • 48. Use the tools of design: empathy, intent, experience to understand your audience.
  • 49. Be brave
  • 50. Use the universal story structure to release oxytocin & cortisone
  • 51. Involve your audience in the story: It has to become their story
  • 52. Ignite your ideas
  • 53. Change the world… (just a little bit)
  • 54. Thank You Follow me on Twitter @lgeffen

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