The Abundance of Choice

The Market Has Changed We Have everything we NEED So now, we buy what we WANT

We

Have

everything

we

NEED

So now,

we

buy what

we

WANT

What we want is determined by what we believe … which is where storytelling comes into the picture

Stories Don’t tell facts, tell stories Stories make it easier to understand the world Stories are the only way to spread an idea

Don’t tell facts, tell stories

Stories make it easier to understand the world

Stories are the only way to spread an idea

You can determine if you… Tell stories that become Irrelevant Tell stories that spread It all depends on how you tell it your story.

Can a pair (or many pairs) of shoes really change your life?

YES If you believe they can. Facts are irrelevant – what matters is what the consumer thinks and believes

If you believe they can.

Facts are irrelevant – what matters is what the consumer thinks and believes

A Key Point The consumer is not purchasing the physical product The consumer is purchasing the feeling associated with the product

The consumer is not purchasing the physical product

The consumer is purchasing the feeling associated with the product

A Great Story… Is True Makes a Promise Is Trusted Are Subtle Not factual but consistent and authentic Fun, money, safety, shortcuts Must earn credibility Marketer tells himself the lie so the message is released progressively

Is True

Makes a Promise

Is Trusted

Are Subtle

Not factual but consistent and authentic

Fun, money, safety, shortcuts

Must earn credibility

Marketer tells himself the lie so the message is released progressively

A Great Story… Happens Fast Appeal to Senses Aimed Specifically Don’t Contradict Themselves They sync with expectations upon first impressions and just click Not to Logic Stories that try to appeal to everyone, appeal to no-one Because consumers are clever

Happens Fast

Appeal to Senses

Aimed Specifically

Don’t Contradict Themselves

They sync with expectations upon first impressions and just click

Not to Logic

Stories that try to appeal to everyone, appeal to no-one

Because consumers are clever

Most importantly, A Great Story agrees with a consumer’s existing worldview & Needs to be told with (heart)

A Great Story agrees with

a consumer’s existing worldview

&

Needs to be told with

The Secret… 1.) Their Worldview and Frames got there before you did -frame your story to accommodate it -know that it can change over time -your product should reinforce existing worldviews

1.) Their Worldview and Frames got there before you did

-frame your story to accommodate it

-know that it can change over time

-your product should reinforce existing worldviews

The Secret… 2.) People only notice the new - compare things to Status Quo - we try to predict what’s coming next Cognitive Dissonance – selective perception

2.) People only notice the new

- compare things to Status Quo

- we try to predict what’s coming next

Cognitive Dissonance – selective perception

The Secret… 3.) First Impressions don’t know when it will happen which is why authenticity matters 99% -> no impression The only solution to a bad first impression is strong personal interaction

3.) First Impressions

don’t know when it will happen which is why authenticity matters

99% -> no impression

The only solution to a bad first impression is strong personal interaction

The Secret… 4.) Tell stories you believe Everything in the organization must support the story Never be inconsistent or unclear 5.) Be Authentic - Fraud is not the same as a Fib

4.) Tell stories you believe

Everything in the organization must support the story

Never be inconsistent or unclear

5.) Be Authentic

- Fraud is not the same as a Fib

Final Points Don’t compete with an established story Test for Authenticity by stepping in someone’s shoes Otherwise, you will experience http://www.youtube.com/watch?v=XCoaBN6iOu0 You know you’ve succeeded when the story comes true!

Don’t compete with an established story

Test for Authenticity by stepping in someone’s shoes

Otherwise, you will experience

http://www.youtube.com/watch?v=XCoaBN6iOu0

You know you’ve succeeded when the story comes true!

Finito!