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Story Structure and Modern Storytelling

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A session on structuring your own story and using storytelling in modern corporate settings. @Azim Premji University Sept 2012

Published in: Technology, Business
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Story Structure and Modern Storytelling

  1. 1. Story Structure andModern StorytellingAmit Kapoor
  2. 2. argument | STORY analysis | SYNTHESIS function | DESIGN logic | EMPATHY serious | PLAYaccumulation | MEANING
  3. 3. We are all Storytellers
  4. 4. Discover your Structure
  5. 5. Choose a story Outline your storyUse five post-it notes
  6. 6. Beginning | Middle | End
  7. 7. Struggle, Base Complication, New Reality, Higher Stakes, Reality, Setup Development ResolutionBeginning | Middle | End Change/ Climax Conflict /Resolution Inciting Moment of Event Truth
  8. 8. ContextCharacter ChangeChallengeCredibleConcreteConnect
  9. 9. A Retail Story
  10. 10. Customer | Employee | Company
  11. 11. Story Spine
  12. 12. Once upon a time...Everyday...But one day...Because of that...And then…Until finally...Ever since then...
  13. 13. Once upon a time... Base RealityEveryday... Change/But one day... ConflictBecause of that... StruggleAnd then… Climax /ConflictUntil finally... Resolved New RealityEver since then...
  14. 14. Retail Story Exercise
  15. 15. Introduce the NewConnect with Customers Pitch to Investor Engage Employees …
  16. 16. Who I Am / Why I Am Here The Vision / Leading to the Future Sparking Action / Change Teaching / Sharing Knowledge Values-in-ActionCommunicating Who the Company is I Know What You Are Thinking
  17. 17. Talk ImageText & ImageTalk & Image Role Play Video
  18. 18. Solve the Build the Develop the Tell the Problem Message Story Story• Define problem • Structure • Apply story spine • Develop the story• Develop thoughts /pyramid principle /visual hypotheses • Develop message • Develop • Practice - Retell• Collect facts • Map audience storyboard and Relive• Conduct analysis • Understand • Mock-up story • Revisit the output• Synthesize output outcome and visual
  19. 19. 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, Focuses on not Graphic Substance, not Graphic
  20. 20. Tablet Case Example
  21. 21. 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 101 334 iOS 423 Windows 8 1,027 WindowsPhone 388 54 Smartphones Tablets PCs (2383 M units) (643 M units) (1851 M units)Notes: Windows 8 from 2013, Lifecycle for Tablets – 4 yrs, PCs – 5 yrs and Smartphone – 3yrsSource: IDC, Gartner, Morgan Stanley, Amit’s Analysis
  22. 22. SynthesizingDisciplined Creative Respectful Ethical
  23. 23. Amit Kapoorwww.amitkaps.comme@amitkaps.com

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