DATA WITHSOULTelling Business Stories That Matter© goldsbrough consulting limited | www.goldsbrough.biz
information exchange       © goldsbrough consulting limited | www.goldsbrough.biz
what makes a good      story?      © goldsbrough consulting limited | www.goldsbrough.biz
simple     © goldsbrough consulting limited | www.goldsbrough.biz
© goldsbrough consulting limited | www.goldsbrough.biz
start        logic                      end                © goldsbrough consulting limited | www.goldsbrough.biz
© goldsbrough consulting limited | www.goldsbrough.biz
© goldsbrough consulting limited | www.goldsbroug
endstart        logic                © goldsbrough consulting limited | www.goldsbroug
© goldsbrough consulting limited | www.goldsbrough.biz
+    © goldsbrough consulting limited | www.goldsbrough.biz
matters to whom?     © goldsbrough consulting limited | www.goldsbrough.biz
OurBusinessHelping you build a flourishingcompany with great products, effectiveprocesses, and positive people             ...
Increased Sales  Defined Message  Competitive  Differentiation  International Marketing                            © goldsb...
DoubledTurnover  Effective Marketing  Strategic Relationships                            © goldsbrough consulting limited ...
Life Changing  One-to-One Coaching  Development of  Personal Strengths                        © goldsbrough consulting lim...
how to tell my story?       © goldsbrough consulting limited | www.goldsbrough.biz
processproduct          people                    © goldsbrough consulting limited | www.goldsbrough.biz
process                      product                                peopleThe Product…     … I wish I’d invented     … I w...
process                     productThe Process…                   people  … that I admire  … that I wish we    were better...
process                      productThe Strengths of                people the People …      … that impress me … I wish I ...
processproduct          people                    © goldsbrough consulting limited | www.goldsbrough.biz
‣ simple stories‣ with a surprise‣ data + soul‣ product, process, people                             © goldsbrough consult...
www.goldsbrough.biz                © goldsbrough consulting limited | www.goldsbrough.biz
Kindle ebooknow availableon Amazon            © goldsbrough consulting limited | www.goldsbrough.biz
© goldsbrough consulting limited | www.goldsbrough.biz
Data With Soul: Telling Business Stories That Matter
Data With Soul: Telling Business Stories That Matter
Data With Soul: Telling Business Stories That Matter
Data With Soul: Telling Business Stories That Matter
Data With Soul: Telling Business Stories That Matter
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Data With Soul: Telling Business Stories That Matter

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Everything we do in business relies on effective exchanges of information: it's how we find customers and suppliers, and work with the people around us. So, in the context of winning business, how can we effectively communicate what we do? By telling stories, by giving data, with soul.

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  • Hi, I’m Matthew Goldsbrough.\n\nSome people call me a marketing expert. And this presentation is about an aspect of marketing.\n\nI’ll tell you more about what I do within my business later - helping people to make their businesses flourish.\n
  • \n
  • Hi, I’m Matthew Goldsbrough.\n\nSome people call me a marketing expert. And this presentation is about an aspect of marketing.\n\nI’ll tell you more about what I do within my business later - helping people to make their businesses flourish.\n
  • In business, it’s all about exchanging information, isn’t it?\n\nIt’s how we find suppliers, identify customers, collaborate with other companies.\n\nSo how can we talk about our companies in a clear simple way?\n
  • The good news is that we’re all natural storytellers. We’ve done it since time began.\n
  • The question is, how can we do that reliably?\n
  • Simple.\n
  • We’re logical people. \n\nWhen confronted with a scenario, we rely on our rational mind and the logic that it uses to figure out what will happen.\n
  • We’re logical people. \n\nWhen confronted with a scenario, we rely on our rational mind and the logic that it uses to figure out what will happen.\n
  • We’re logical people. \n\nWhen confronted with a scenario, we rely on our rational mind and the logic that it uses to figure out what will happen.\n
  • We’re logical people. \n\nWhen confronted with a scenario, we rely on our rational mind and the logic that it uses to figure out what will happen.\n
  • But that’s not what comedians like Billy Connolly do.\n
  • Or magicians either.\n
  • They use that fact that we rely on logic to surprise and entertain us. \n\nThey set out a scenario, and then make the unexpected conclusion happen.\n\nBut there’s one more thing that a story needs to be.\n
  • They use that fact that we rely on logic to surprise and entertain us. \n\nThey set out a scenario, and then make the unexpected conclusion happen.\n\nBut there’s one more thing that a story needs to be.\n
  • They use that fact that we rely on logic to surprise and entertain us. \n\nThey set out a scenario, and then make the unexpected conclusion happen.\n\nBut there’s one more thing that a story needs to be.\n
  • They use that fact that we rely on logic to surprise and entertain us. \n\nThey set out a scenario, and then make the unexpected conclusion happen.\n\nBut there’s one more thing that a story needs to be.\n
  • But stories need both data and soul if they’re to connect with people.\n\nHard facts, without an emotional context, lack interest and are easily forgotten.\n\nInteresting stories that don’t have some real meat to them won’t pass the “So what?” test, and your story won’t stand out from the others being told.\n
  • But stories need both data and soul if they’re to connect with people.\n\nHard facts, without an emotional context, lack interest and are easily forgotten.\n\nInteresting stories that don’t have some real meat to them won’t pass the “So what?” test, and your story won’t stand out from the others being told.\n
  • But stories need both data and soul if they’re to connect with people.\n\nHard facts, without an emotional context, lack interest and are easily forgotten.\n\nInteresting stories that don’t have some real meat to them won’t pass the “So what?” test, and your story won’t stand out from the others being told.\n
  • But if we’re telling stories that should matter, we’d better understand the nature of our audience.\n
  • And that’s why jargon doesn’t work. Even if your customer understands it, I bet an intermediary won’t.\n\nWe’d better be able to tell a story that those intermediaries will find interesting and easily understandable.\n\n
  • Most of the time, particularly in settings such as networking meetings or social occasions, we’re not talking to people like our customers.\n\nYour customer is out there, but you’re probably meeting intermediaries, people who can help guide you on the path to your customers\n
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  • \n
  • \n
  • \n
  • So, let’s use what we’ve talked about so far.\n
  • You only need to talk about three things to get a pretty good sense of what a company is.\n\nLet me demonstrate that by talking about a successful company.\n
  • Apple, a company with more cash than the USA government.\n\nThey produce gadgets that delight their users, that ‘simply work’.\n\nThey under-promise and over-deliver, keeping their plans secret until product launch, and design products from the perspective of the user, not from the technology.\n\nTheir people are characterised by an obsession with simplicity and elegance.\n
  • \n
  • \n
  • \n
  • You only need to talk about three things to get a pretty good sense of what a company is.\n\nLet me demonstrate that by talking about a successful company.\n
  • \n
  • \n
  • \n
  • Please, come and visit our home on the web.\n\nWe’d love you to sign up for our free updates so that we can keep giving you tips on making your company flourish.\n\nThanks for listening.\n
  • Data With Soul: Telling Business Stories That Matter

    1. 1. DATA WITHSOULTelling Business Stories That Matter© goldsbrough consulting limited | www.goldsbrough.biz
    2. 2. information exchange © goldsbrough consulting limited | www.goldsbrough.biz
    3. 3. what makes a good story? © goldsbrough consulting limited | www.goldsbrough.biz
    4. 4. simple © goldsbrough consulting limited | www.goldsbrough.biz
    5. 5. © goldsbrough consulting limited | www.goldsbrough.biz
    6. 6. start logic end © goldsbrough consulting limited | www.goldsbrough.biz
    7. 7. © goldsbrough consulting limited | www.goldsbrough.biz
    8. 8. © goldsbrough consulting limited | www.goldsbroug
    9. 9. endstart logic © goldsbrough consulting limited | www.goldsbroug
    10. 10. © goldsbrough consulting limited | www.goldsbrough.biz
    11. 11. + © goldsbrough consulting limited | www.goldsbrough.biz
    12. 12. matters to whom? © goldsbrough consulting limited | www.goldsbrough.biz
    13. 13. OurBusinessHelping you build a flourishingcompany with great products, effectiveprocesses, and positive people © goldsbrough consulting limited | www.goldsbrough.biz
    14. 14. Increased Sales Defined Message Competitive Differentiation International Marketing © goldsbrough consulting limited | www.goldsbrough.biz
    15. 15. DoubledTurnover Effective Marketing Strategic Relationships © goldsbrough consulting limited | www.goldsbrough.biz
    16. 16. Life Changing One-to-One Coaching Development of Personal Strengths © goldsbrough consulting limited | www.goldsbrough.biz
    17. 17. how to tell my story? © goldsbrough consulting limited | www.goldsbrough.biz
    18. 18. processproduct people © goldsbrough consulting limited | www.goldsbrough.biz
    19. 19. process product peopleThe Product… … I wish I’d invented … I wish I was selling… that impresses me most © goldsbrough consulting limited | www.goldsbrough.biz
    20. 20. process productThe Process… people … that I admire … that I wish we were better at © goldsbrough consulting limited | www.goldsbrough.biz
    21. 21. process productThe Strengths of people the People … … that impress me … I wish I could develop … I need in my team © goldsbrough consulting limited | www.goldsbrough.biz
    22. 22. processproduct people © goldsbrough consulting limited | www.goldsbrough.biz
    23. 23. ‣ simple stories‣ with a surprise‣ data + soul‣ product, process, people © goldsbrough consulting limited | www.goldsbrough.biz
    24. 24. www.goldsbrough.biz © goldsbrough consulting limited | www.goldsbrough.biz
    25. 25. Kindle ebooknow availableon Amazon © goldsbrough consulting limited | www.goldsbrough.biz
    26. 26. © goldsbrough consulting limited | www.goldsbrough.biz

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