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The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
The chemistry of story telling
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The chemistry of story telling

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Story telling such as of brand is analogous to chemical reactions. The presentation covers five lessons from this analogy

Story telling such as of brand is analogous to chemical reactions. The presentation covers five lessons from this analogy

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Transcript

  • 1. Ali Anani
  • 2. ChemicalReactionsStory TellingHow aretheyrelated?
  • 3. Understandingthisrelationshipimproves theefficiency ofyour business
  • 4. Act 1 Act 2 Act 3Orientation Confrontation Resolution1st turning point 2nd turning pointThe three act of storytelling
  • 5. The timeline trajectory of story tellinglooks likeAct 1 Act 2 Act 3Orientation Confrontation ResolutionCrisis
  • 6. The timeline trajectory of chemicalreactionsAct 1 Act 2 Act 3Orientation ofreactantsCollision of reactants End product(s)Transitionstate
  • 7. So, chemical reactions mayserve as metaphors for storytelling
  • 8. If you want to tell the story of yourbrand, for example, what can you learnfrom chemical reactions?
  • 9. If themolecules arenot orientedthey shall notreactIf your brandmessage isnot orientedto thecustomers’needs, customers shallnot react
  • 10. If impurereactants areused, impureproducts shallbe obtainedLack oftransparencyof your brandmessagesshall not yieldthe rightreactionsfrom yourcustomers
  • 11. Chemicalreactantsneed differenttype ofvessels toaccommodatereactionconditionsYour targetgroupdeterminesthe packagingof your brandmessages
  • 12. Differencesamongreactantsdefine to agreat degreethe type andmechanism ofreaction(ionic, covalent,…)Thedifferencesbetweenclients andyour brandsmay needdifferentmechanismto react
  • 13. The rate ofreaction isdeterminedby thetransitionstate; thehigher itis, the longertime thereaction takesThe crisispeakdeterminesthe rate atwhich youwish yourcustomer toreactWhat to dothen?
  • 14. Chemists usecatalyst tospeed up thereactionWhat catalysta story tellermay use?
  • 15. Finding theright catalystis crucialFinding therightinfluencer isessential
  • 16. The catalystcould be achemicalFind theinfluencersthroughsocialnetworkanalysis
  • 17. The catalystcould be achemicalFind theinfluencersthroughsocialnetwork
  • 18. Theinfluencercould beintangibleStarbucks doesn’t want to just sell us acup of coffee; they want customers tobecome invested in their story, theambiance, the community. The goal isto become the “third place” forpeople (work, home andStarbucks). They say, for them, “It’sreally about human connection.”www.smashingmagazine.com/2010/01/29/better-user-experience-using-storytelling-part-one/
  • 19. Theinfluencercould beintangibleFind emotional bridges to connect toyour customers. The stronger a bridgeis, the stronger the bonding is
  • 20. Avoidbyproducts inchemicalreactionsAvoid sidereactions ofyour brandstory. Focusyourmessages
  • 21. Like youmanagehuman wasteYou managebrandingwastedefforts. Bestis toeliminate orreduce them
  • 22. The story of your brand is similar tochemical reactions. These reactions mayor may not produce the desired effectEmulate the successful chemical reactionsto strategize branding successfully

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