Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Content Analysis: Where is the Story


Published on

Visual analysis of a post by Om Malik -

The three main elements can be distilled down to: person to person, which frames and gain permission to talk about business to business, and a call to action at the end. Wouldn't you want to elicit the same kind of visceral response when customers read your content as you get from his post?

Published in: Business

Content Analysis: Where is the Story

  1. Content Analysis: Where is the Story? © 2011 Valeria Maltoni, Conversation Agent @ConversationAge
  3. “Large companies aresomewhat like me — oncethey get used to a certainbehavior, they develop acertain culture and a setof procedures, processesand a work environment “that defines them andtheir future.
  4. Similarity DNA
  5. “These instructions are oftenso ingrained in a corporatepsyche, that they start toimpede progress — mostlybecause they encourage atype of repeated behavior, “which becomes a patternthat is hard to break.
  6. example*Core DNA = organizing information + helping people find it
  7. “To be a product manger at Google “they love you to have a CS degree,but people who start social productsare not necessarily engineers.
  8. Lesson:Social needs sociability by Effinity Photography • Surrey, BC, Canada
  9. story transition“And the truly perplexing aspect is that we’re not even fighting with the rightweapons. We are still too often trying to approach each price range on adevice-to-device basis. The battle of devices has now become a war ofecosystems, where ecosystems include not only the hardware andsoftware of the device, but developers, applications, ecommerce, advertising,search, social applications, location-based services, unified communicationsand many other things. Our competitors aren’t taking our market share withdevices; they are taking our market share with an entire ecosystem.This “means we’re going to have to decide how we either build, catalyse or join anecosystem. This is one of the decisions we need to make. In the meantime,we’ve lost market share, we’ve lost mind share and we’ve lost time. (Elop’s Memo to Nokia Team)
  10. can’t comprehend software-drivenchanges
  11. Change & Culture
  12. “ Almost dying doesn’t change anything. “ Dying changes everything.
  13. Lesson:Successful change = getting rid of bad behaviors
  14. how we make decisions
  15. reasoning habits rationalizations fight memories flight emotions freezeimagined vs. reality known-how + experience know whycan’t tell + can do can know 95% 5%
  16. makes decisions
  17. rationalizes
  18. Lesson:Companies that fail are not self aware
  20. Joy
  21. corporate DNA takes time to form
  22. early on
  23. how internal systems are built
  24. almost never works
  25. example*
  26. a company must accept its true nature
  27. adapt to new combined reality
  28. what it can changebehavior logic emotions, memories, habits what it cannot change DNA
  29. 39th DAYbehaviorchange
  30. © 2011 Valeria Maltoni, Conversation Agent @ConversationAgeWhat content behaviors are you going to change?