Rob Wishnowsky's presentation "How to Tell Your Story in the US"

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Rob Wishnowsky's presentation "How to Tell Your Story in the US"

  1. 1. How to Tell Your Story In the US Rob Wishnowsky Chicago, October 6, 2009 © Cruxio, Inc. 2009 Cruxio ‐ the crux of the story (SM)
  2. 2. Degree of Difference? Image & Identity Concept of Success Communication Doing Business 1 2 3 4 5 6 7 Very Small Very Large
  3. 3. Nielson Research, 2006 New Zealand is not telling its story well enough or in a way that resonates with USA or UK business. Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
  4. 4. Transmission strength?
  5. 5. Transmission frequency?
  6. 6. Tuned between stations?
  7. 7. Cultural disadvantage
  8. 8. Differences in Transmission Implications for Reception Changing Your Broadcast
  9. 9. Image and Identity Regional
  10. 10. Image and Identity Confederacy, 1861-1865 Seceded States States & Territories Claimed by the CSA Regional
  11. 11. Image and Identity Regional
  12. 12. Image and Identity Globally: the model
  13. 13. Image and Identity Self‐Made Achievers
  14. 14. Image and Identity National
  15. 15. Image and Identity National
  16. 16. Image and Identity Quiet Achiever
  17. 17. Image and Identity Self‐Effacing
  18. 18. Image and Identity My work is functional  and reasonably strong  and ok in both the  microwave & dishwasher. Self‐Effacing
  19. 19. Image and Identity Symbolic
  20. 20. Image and Identity Symbolic
  21. 21. Image and Identity Symbolic
  22. 22. Image and Identity Symbolic
  23. 23. Image and Identity Symbolic
  24. 24. Image and Identity Symbolic
  25. 25. Image and Identity Symbolic
  26. 26. Concepts of Success CEOs' Pay (as multiple of the average worker's pay) 600x 500x 400x 300x 200x 100x ’60 ’65 ’75 ’85 ’95 ’05 Winners & Losers Source: Prof. W. Dornhoff, UC, Santa Cruz
  27. 27. Concepts of Success % Share of Capital Income 60 Top 1% 50 40 30 20 10 Bottom 80% 1979 1983 1993 2003 Winners & Losers Source: Prof. W. Dornhoff, UC, Santa Cruz
  28. 28. Concepts of Success Families are not going  broke over lattes.  Families are going  broke over mortgages. Elizabeth Warren (2003) Symbols of Wealth
  29. 29. Concepts of Success Symbols of Wealth
  30. 30. Concepts of Success Status & Network
  31. 31. Concepts of Success Lifestyle
  32. 32. Concepts of Success Lifestyle
  33. 33. Concepts of Success Lifestyle
  34. 34. Concepts of Success Family
  35. 35. Concepts of Success Fair Play Source: The Marlborough Express
  36. 36. Concepts of Success CEOs' Pay (as multiple of the average worker's pay) 600x 500x 400x 300x 200x Paul Reynolds 100x ’60 ’65 ’75 ’85 ’95 ’05 Fair Play Source: Prof. W. Dornhoff, UC, Santa Cruz and Statistics New Zealand, June 2008 Data
  37. 37. Concepts of Success Experiences
  38. 38. Concepts of Success Experiences
  39. 39. Concepts of Success ka nui tēnā That’s enough; that is sufficient Life Balance
  40. 40. Communication Regional Variance
  41. 41. Communication Assertiveness Ratings (Anglo Cluster) S. Africa 8 US 10 Australia 22 England 29 Ireland 41 NZ 60 3.0 3.5 4.0 4.5 5.0 Assertive Source: Culture and Leadership Across the World, The GLOBE Book of In-Depth Studies, 2007
  42. 42. Communication The Surface Matters
  43. 43. Communication The Surface Matters
  44. 44. Communication The Surface Matters
  45. 45. Communication The Surface Matters
  46. 46. Communication Caught & Taught
  47. 47. Communication Performance is prized
  48. 48. Communication Confident, Articulate
  49. 49. Communication Loud, Proud
  50. 50. Communication Big, Bright, Bold
  51. 51. Communication Big, Bright, Bold image © Betielle / Wikimedia Commons
  52. 52. Communication Big, Bright, Bold
  53. 53. Communication Warts & All
  54. 54. Communication Few are Taught
  55. 55. Communication New Zealanders don’t  resent success; what we do  despise, and will cut down  to size, is the braggart and  the show‐off. Tall Poppies Source: Culture and Leadership Across the World, The GLOBE Book of In-Depth Studies, 2007
  56. 56. Communication New Zealanders don’t  resent success; what we do  despise, and will cut down  to size, is the braggart and  the show‐off. Soft‐spoken; laid back
  57. 57. Communication Inarticulate
  58. 58. Communication Performance is risky
  59. 59. Communication a bit of a problem Understated
  60. 60. Communication Understated
  61. 61. Communication Understated
  62. 62. Doing Business Specialization
  63. 63. Doing Business Silos & Complexity
  64. 64. Doing Business Food Expenditure Away from Home ($Billion) 49% 400 Average person 205x/yr 300 200 100 37% 25% 0 1956 1966 1976 1986 1996 2006 Service Source: U.S. Department of Agriculture’s Economic Research Service, as cited by naturalresourcereport.com
  65. 65. Doing Business Food Expenditure Away from Home ($Billion) 49% 400 Average person 205x/yr 300 200 100 37% 25% 0 1956 1966 1976 1986 1996 2006 Service Source: U.S. Department of Agriculture’s Economic Research Service, as cited by naturalresourcereport.com
  66. 66. Doing Business Convenience
  67. 67. Doing Business Competition
  68. 68. Doing Business Competition
  69. 69. Doing Business Credentials
  70. 70. Doing Business Credentials
  71. 71. Doing Business Network (credentials)
  72. 72. Doing Business Generalists (DIY)
  73. 73. Doing Business Inventors image © Alex Proimos / Wikimedia Commons
  74. 74. Doing Business Accessible
  75. 75. Differences in Transmission Implications for Reception Changing Your Broadcast
  76. 76. ISTJ ISFJ INFJ INTJ ISTP ISFP INTP INTP ESTP ESFP ENFP ENTP ESTJ ESFJ ENFJ ENTJ
  77. 77. ISTJ ISFJ INFJ INTJ 32.1% 15.8% ISTP ISFP INTP INTP ESTP ESFP ENFP ENTP 5.3% ESTJ ESFJ ENFJ ENTJ 28.0% 9.4% Among Executives Σ 90.6% Source: Type Talk at Work
  78. 78. ISTJ ISFJ INFJ INTJ ISTP ISFP INTP INTP ESTP ESFP ENFP ENTP ESTJ ESFJ ENFJ ENTJ
  79. 79. Truth x0.5=25% x2=400% ...Really! 50% ...Really? 200%
  80. 80. Pity… I’m looking for outstanding. Oh, yeah, our technology’s pretty good.
  81. 81. Research Findings: Culture US Work to secure capital gain for self Finance is important; money end in itself Benchmark of success: capital gain NZ Work for income or passion Values are important; money means to end Benchmark of success: family & quality of life Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
  82. 82. Research Findings: Values US Entrepreneurial attitude Value individual wealth creation Highly competitive; eye for opportunity & $ NZ Small business attitude Value independence & self-reliance (cant let go) Highly lifestyle driven; modest aspirations Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
  83. 83. In a Word US The Entrepreneur NZ The Lifestyler or Inventor Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
  84. 84. Entrepreneurship Education US >2000 NZ 2 Source: Professor Howard Frederick, Deakin University, Melbourne, Australia
  85. 85. How NZ Business is Perceived Lacks hunger Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
  86. 86. How NZ Business is Perceived Lacks sense of urgency Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
  87. 87. How NZ Business is Perceived Often seen as complacent and risk averse Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
  88. 88. How NZ Business is Perceived People are self-deprecating and this does not win NZ any favours. Sources: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006; Dr. Jodyanne Kirkwood, Otago University
  89. 89. How NZ Business is Perceived …admire in themselves some of the very things other lament: Modest aspirations Sources: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006; Dr. Jodyanne Kirkwood, Otago University
  90. 90. How NZ Business is Perceived The US tends to romanticize NZ... As long as NZ businesses are willing to learn & open to being coached, Americans are willing to ‘show them the ropes.’ Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
  91. 91. How NZ Business is Perceived In short, NZ has a business culture which is perceived to be high in human values and low in business acumen. Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006
  92. 92. Differences in Transmission Implications for Reception Changing Your Broadcast
  93. 93. Arrogant skite! Hype and nonsense! Eliminate the static
  94. 94. People root for Oh, well, y’know, we the underdog thought we’d give it and warm to a bit of a go… and humility. here we are! Eliminate the static
  95. 95. I am not like you, and I don’t Good as gold, Mate! ever want to be like you. Eliminate the static
  96. 96. I am being Yeah, well, I know honest and this looks a bit rough transparent. around the edges, but here’s the idea… Eliminate the static
  97. 97. They need to New Zealand’s got a know that we lot going for it, and I can execute can be here 3 or 4 from NZ. times a year… Eliminate the static
  98. 98. Your presentation is a signal About you!
  99. 99. The 5 Basics 1. Clear Point? 2. Clear Benefit? 3. Clear Flow? 4. Uncomplicated? 5. Right length?
  100. 100. The 5 Magic Elements 1. Engage immediately? 2. Bite-size scenes (stories)? 3. Explain through metaphor? 4. Provide credible evidence? 5. Professional (US) polish?
  101. 101. It’s hard work (not an afterthought)
  102. 102. We must adjust (not our audience) Image & Identity Concept of Success Communication Doing Business 1 2 3 4 5 6 7 Very Small Very Large
  103. 103. Powerful transmission (presentation)
  104. 104. On the right frequency (theirs)
  105. 105. That they’ll tune to (their win)
  106. 106. Stay on the air (follow up)

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