Struggle, Base Complication, NewReality, Set Higher Stakes, Reality, Res up Development olutionBeginning | Middle | End Change/ Climax Conflict /Resolution Inciting Moment of Event Truth
Once upon a time, there was an old man who lived next to abeach Base RealityEveryday, in the morning, he would go for a run on the beachBut one day, as he was running, he could see a figure of alittle girl far away, doing a strange dance on the beach Change/Because of that, he ran toward her and saw that she was not Conflictdancing but instead throwing a starfish into the oceanAstonished, he asked the girl, “Why are you throwingstarfish into the ocean?” StruggleThe girl replied, “The sun is up and the tide is going out. If Idon‟t throw them in, they‟ll all die”Upon hearing this, the old man said, “But there is miles andmiles of beach and there are starfish all along every mile.You can‟t possibly make a difference?” Climax /ResolutionAt this, the little girl bent down picked up yet anotherstarfish, and threw it into the ocean.As it met the water, she said, “It made a difference for that New Realityone.”
A man is coming back home, tired from work on a late rainyevening. And he walks into his neighbourhood supermarket Basestore. RealityAs he is folding his umbrella and trying to get water off hisjacket, he walks down to aisle 5.He is looking for that one breakfast cereal box that his 5 year Change/old has agreed to eat tomorrow morning. ConflictHe reaches the right shelf and starts looking for the cerealbox. And he doesnt find it there.He looks for help, walks around and finds a store employee Strugglewho is busy stocking products in aisle 12.He goes to him and asks, “Can you please help me find thecereal box?”The employee looks at him, and says, “If it is not there, then Climaxit is not there. Go find it at another store.” And he goes backto stocking the shelf. /ResolutionThat is his moment of truth. New RealityHe walks out and decides never to shop at the supermarketagain.
Make the Case Solve the Build the Develop the Tell the Problem Message Story Story• Define problem • Structure • Apply story spine • Develop the story• Develop thoughts • Develop /visual hypotheses • Develop message storyboard • Practice - Retell• Collect facts • Map audience • Mock-up story and Relive• Conduct analysis • Understand and visual • Revisit the output• Synthesize output outcome
Tablet Case Example Tablets have emerged as a new device format with the success of the iPadAs a smartphone ad company (SmartAds), I should be able to serve ads on tablet devicesHow big will the tablet market be by 2015?
Tablet device format provide a synergistic growth option for SmartAds Why do you say that?Tablets will be the Tablets installed base Three platforms will fastest growing will be more than overlap and dominate device format in 1/4th of smart phones both tablet and 2010-15 base by 2015 smartphones
Device Installed Base in 2015 by OS and Device Format (In million units, estimates for 2015) 2 Others 147 47 Others 18 Blackberry 282 Windows Legacy 805 206 Android 1,143 OS X/XI 101 334 iOS 423 Windows 8 1,027 WindowsPhone 388 54 Smartphones Tablets PCs (2383 M units) (643 M units) (1851 M units)
In 2010, Apple iPad created this new category called tabletsand has since redefined computing devices. BaseIn the next five years, the overall device sales will growing Realityby 3x, and smartphones will be growing by 4x, and theerstwhile PC will grow at 1.4x. Change/Tablets will be growing by 20x in the same period. ConflictMore people would start owning one of each devices – aPC, a smartphone and a tablet.By 2013, more smartphone devices would exist than PCs inthe world. StruggleAnd by 2015, out of the 4.9 billion devices, nearly half ofthem will be smartphones. But also, there would be onefourth tablets as there are smartphonesThere will be three platforms that would common across Climaxsmartphones and tablets. /ResolutionAnd with Android at 45%, iOS at 25%, and Windows at15%, they will command nearly 85% of the market. New RealitySo SmartAds needs to be present on these three platformsacross both smartphones and tablets.
Allows the Builds on User to Users‟ Builds on Allows the Engage Perspective Users’ User to Engage Perspective „Killer‟Makes the Elements ‘Killer’ Shows the Insight Makes the Elements Data Shows theJump OutInsight Jump Data Out Focuses on Substance, n Focuses on ot Graphic Substance, not Graphic