Effective Communication And The Elevator Pitch Hunting Dynasty

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Delivered to the London School of Economics + Political Science’s Sustainable Future Workshop in October 2009.

It's in two parts: 1. Showing examples of effective communication, including 'Don’t tell, show ', 'Using social norms ', 'Communicating with the inner child', and 'Collapsing the distance between action and problem' .

Part 2 shows and explains The Hunting Dynasty method for writing an effective elevator pitch , including 'The Roof', how the Support Pillars work, and a potent checklist of reinforcing methods.

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Effective Communication And The Elevator Pitch Hunting Dynasty

  1. 1. Effective communication October 2009 Oliver Payne CEO, Founder The Hunting Dynasty
  2. 2. 1. Who am I? 2. Examples of effective communication Don’t tell, show UNICEF Landmine Stickers | The thirsty boy | Paper towel dispenser Using social norms Hotel towel reuse | Reduce littering Communicate with the inner child Use the stairs, please? | Use the bins provided | The Schiphol flies Collapse the distance between action and problem Various visuals 3. Constructing an effective elevator pitch The Roof Support pillars Checklist
  3. 3. 1. Who am I? 2. Examples of effective communication Don’t tell, show UNICEF Landmine Stickers | The thirsty boy | Paper towel dispenser Using social norms Hotel towel reuse | Reduce littering Communicate with the inner child Use the stairs, please? | Use the bins provided Collapse the distance between action and the problem Various visuals 3. Constructing an effective elevator pitch The Roof Support pillars Checklist
  4. 4. Who am I?
  5. 5. Who am I?
  6. 6. Who am I?
  7. 7. Who am I?
  8. 8. Who am I?
  9. 9. Who am I?
  10. 10. Who am I? Advertising for Sustainable Products & Services
  11. 11. 1. Who am I? 2. Examples of effective communication Don’t tell, show UNICEF Landmine Stickers | The thirsty boy | Paper towel dispenser Using social norms Hotel towel reuse | Reduce littering Communicate with the inner child Use the stairs, please? | Use the bins provided | The Schiphol flies Collapse the distance between action and problem Various visuals 3. Constructing an effective elevator pitch The Roof Support pillars Checklist
  12. 12. Don’t tell, show
  13. 13. UNICEF Landmine Stickers Landmines are an invisible danger to civilians
  14. 14. UNICEF Landmine Stickers
  15. 15. The thirsty boy on television Every 15 seconds a child dies due to a lack of drinkable water. http://www.youtube.com/watch?v=Q_e6RO5NTqQ http://www.thehuntingdynasty.com/2009/08/resetting-cultural-norms-a-sustainable-strategy/
  16. 16. Paper towel dispenser Communicate the environmental impact of disposable paper towels
  17. 17. Using social norms
  18. 18. Hotel towel reuse Towel signs: 1. Help Save The Environment – followed by information stressing respect for nature. 2. Help Save Resources For Future Generations – followed by information stressing the importance of saving energy for the future. 3 . Partner With Us To Help Save The Environment – followed by information urging guests to cooperate with the hotel in preserving the environment. 4. Join Your Fellow Citizens In Helping To Save The Environment – followed by information that the majority of hotel guests do reuse their towels when asked.
  19. 19. Hotel towel reuse Towel signs: 1. Help Save The Environment – followed by information stressing respect for nature. 2. Help Save Resources For Future Generations – followed by information stressing the importance of saving energy for the future. 3 . Partner With Us To Help Save The Environment – followed by information urging guests to cooperate with the hotel in preserving the environment. 4. Join Your Fellow Citizens In Helping To Save The Environment – followed by information that the majority of hotel guests do reuse their towels when asked.
  20. 20. Hotel towel reuse Towel signs: Guests exposed to the fourth message were 26% more likely to recycle their towels. “ This simple word change is something that most people say has no influence on them at all.” (Goldstein, Cialdini, & Griskevicius, 2007) 4. Join Your Fellow Citizens In Helping To Save The Environment – followed by information that the majority of hotel guests do reuse their towels when asked.
  21. 21. Hotel towel reuse Towel signs: The average 150-room hotel would save 72,000 gallons of water, 39 barrels of oil, and would eradicate the release of 480 gallons of detergent in the course of a year. 4. Join Your Fellow Citizens In Helping To Save The Environment – followed by information that the majority of hotel guests do reuse their towels when asked. http://www.thehuntingdynasty.com/2009/09/10-words-that-save-7-trillion-gallons-of-water/
  22. 22. Reduce littering
  23. 23. Reduce littering <ul><li>Texas’ researchers found: </li></ul><ul><li>Main source of highway litter came from males < 35 years old </li></ul><ul><li>They drove pick-up trucks </li></ul><ul><li>They liked sports. </li></ul><ul><li>They liked country music. </li></ul><ul><li>Fines didn’t work. </li></ul>
  24. 24. Reduce littering http://www.youtube.com/watch?v=IhahJVkehUc They recruited Texas’s sporting and country-music heroes to front a campaign Lance Armstrong Chuck Norris Willie Nelson Lyle Lovett Owen Wilson … and more
  25. 25. Reduce littering http://www.dontmesswithtexas.org/ The ads avoided the negatives of guilt and shame in favour of the positives of pride and group identity. A ‘new normal’ was established. Within five years roadside litter was down by over 70%.
  26. 26. Communicate with the inner child
  27. 27. Use the stairs, please? http://www.youtube.com/watch?v=2lXh2n0aPyw
  28. 28. Use the bins provided http://www.youtube.com/watch?v=cbEKAwCoCKw&feature=related
  29. 29. The infamous Schiphol flies
  30. 30. Collapse the distance between action and problem
  31. 31. The future is man made
  32. 32. Fashion claims more victims than you think
  33. 34. Before It’s Too Late
  34. 35. 1. Who am I? 2. Examples of effective communication Don’t tell, show UNICEF Landmine Stickers | The thirsty boy | Paper towel dispenser Using social norms Hotel towel reuse | Reduce littering Communicate with the inner child Use the stairs, please? | Use the bins provided | The Schiphol flies Collapse the distance between action and the problem Various visuals 3. Constructing an effective elevator pitch The Roof Support pillars Checklist
  35. 36. Elevator pitch Simple one-page structure
  36. 37. Elevator pitch Roof: Where you write the 180 word max elevator pitch … but not until…
  37. 38. Elevator pitch <ul><li>… you’ve written the Support pillars: </li></ul><ul><li>Awareness - What are you pitching, and who are you pitching to? </li></ul><ul><li>(Simple, simple, simple.) </li></ul><ul><li>2. Interest - Why are you doing this? </li></ul><ul><li>(Focus on core competence and differentiation.) </li></ul><ul><li>3. Desire - What do you offer them? </li></ul><ul><li>(Illustrate benefits, and minimise feature lists.) </li></ul><ul><li>4. Action - What do you want them to do next? </li></ul>
  38. 39. Elevator pitch <ul><li>… you’ve written the Support pillars: </li></ul><ul><li>Awareness - What are you pitching, and who are you pitching to? </li></ul><ul><li>(Simple, simple, simple.) </li></ul><ul><li>2. Interest - Why are you doing this? </li></ul><ul><li>(Focus on core competence and differentiation.) </li></ul><ul><li>3. Desire - What do you offer them ? </li></ul><ul><li>(Illustrate benefits, and minimise feature lists.) </li></ul><ul><li>4. Action - What do you want them to do next? </li></ul>You Them
  39. 40. Elevator pitch <ul><li>Finally, check the checklist: </li></ul><ul><li>Without lying, have you introduced: </li></ul><ul><li>Social Proof </li></ul><ul><li>Scarcity principle </li></ul><ul><li>Evidence of traction </li></ul><ul><li>Evidence of success </li></ul>
  40. 41. Elevator pitch: example The Sunday Lunchers
  41. 42. Elevator pitch: example The Sunday Lunchers
  42. 43. Elevator pitch <ul><li>Support pillars: </li></ul><ul><li>Awareness - What are you pitching, and to who? </li></ul><ul><li>(Simple, simple, simple.) </li></ul><ul><li>2. Interest - Why are you doing this? </li></ul><ul><li>(Focus on core competence and differentiation.) </li></ul><ul><li>3. Desire - What do you offer? </li></ul><ul><li>(Illustrate benefits, and minimise feature lists.) </li></ul><ul><li>4. Action - What do you want people to do next? </li></ul>You Them
  43. 44. Use the recycling bins A Hobby Something you collect, or used to collect Pitch one particular newspaper to read Southbank of the Thames in the summer Write about a TV show you want people to watch Invest in stocks and shares Taking the bus Personal carbon reduction Marmite Why one should read a particular book Dogs, not cats – or visa versa Write one Saving the ice caps COP 15
  44. 45. Thank you October 2009 Oliver Payne CEO, Founder The Hunting Dynasty

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