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Storytelling: Tailoring stories to their audience with depth and variance.

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The intent of this presentation is to help entrepreneurs refine how they talk about their company. We emphasize the need to step away from the one-size-fits-all elevator pitch, and start to consider ways to create a more contextually tailored, audience specific story. This includes highlighting key components of good storytelling as well as why each is important; providing entrepreneurs with the language to be able to deconstruct and evaluate their stories.

We closed the event with a brief workshop to help entrepreneurs define their key audiences and the specific talking points that each need to hear.

We presented this to a group of entrepreneurs participating in FastFWD Philadelphia's incubator, put on by GoodCompany Ventures.

Published in: Design, Technology, Education
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Storytelling: Tailoring stories to their audience with depth and variance.

  1. 1. STORYTELLINGTailoring stories to their audience with depth and variance. Dominic Prestifilippo & Justin Kunkel / April 16, 2014
  2. 2. INTRODUCTIONS / SHORT DESCRIPTION STORYTELLING BASICS / SHORT DESCRIPTION WORKSHOP / SHORT DESCRIPTION
  3. 3. INTRODUCTIONS / SHORT DESCRIPTION STORYTELLING BASICS / SHORT DESCRIPTION WORKSHOP / SHORT DESCRIPTION
  4. 4. GUEST INTRODUCTIONS
  5. 5. WHAT IS IT YOUR COMPANY DOES?
  6. 6. INTRODUCTIONS / SHORT DESCRIPTION STORYTELLING BASICS / SHORT DESCRIPTION WORKSHOP / SHORT DESCRIPTION
  7. 7. It is the conveying of events in words, and images, often by improvisation or embellishment. STORYTELLING
  8. 8. Stories activate the same part of our brain that the related actions activate. BUILD EMPATHY
  9. 9. Build on previous understanding to expedite comprehension and focus on the important details. USE ANALOGY & METAPHOR
  10. 10. Don’t bury the lede. ASK “SO WHAT?”
  11. 11. Through visualizations, photos and examples. MAKE IT REAL
  12. 12. Reduces confusion and enables connections. USE YOUR AUDIENCE’S LANGUAGE
  13. 13. Backstory is boring, background is imperative. PROVIDE CONTEXT
  14. 14. What is the setting? How much time do you have? CONSIDER YOUR CONSTRAINTS
  15. 15. How do people see you? BE MINDFUL OF EXPECTATIONS
  16. 16. Stories can change people’s perceptions. HAVE INTENT
  17. 17. What are their goals, interests and motivations? KNOW YOUR AUDIENCE
  18. 18. Stories are not one size fits all. TAILOR YOUR STORY
  19. 19. LAS VEGAS, NV
  20. 20. INTRODUCTIONS / SHORT DESCRIPTION STORYTELLING BASICS / SHORT DESCRIPTION WORKSHOP / SHORT DESCRIPTION
  21. 21. SETUP YOUR PAGE People Wishes Responses
  22. 22. Make a list of everyone that may ever hear of your business. 10 Minutes People
  23. 23. Prioritize this list of people according to who is most important to your business right now. 5 Minutes People 4 6 3 1 2 5 7
  24. 24. For each of the top three people, list three wishes they have that your company can address. People 10 Minutes Wishes 4 6 3 1 2 5 7 1 1 1 2 2 2 3 3 3 2 3 2
  25. 25. For each wish, list at least one way your business addresses it. LIGHTNING ROUND 30 Seconds per Wish ResponsePeople Wishes 4 6 3 1 2 5 7 1.2 1.1 2.1 2.3 2.2 3.3 3.2 3.1 2.5 3.4 2.4 1.1 1.2 1.3 2.1 2.2 2.3 3.1 3.2 3.3 1.3
  26. 26. HOMEWORK • Build out each response as full statements. • Create variations of each response, i.e., tweet, elevator pitch, 1-pager, etc. • Role play conversations with colleagues to practice using each response. • Conduct further audience research to refine your understanding of their wishes.
  27. 27. QUESTIONS?
  28. 28. THANK YOU!ANDCULTURE Website: www.andculture.com Twitter: @andculture DOMINIC PRESTIFILIPPO Email: dominic@andculture.com Twitter: @_dominicp JUSTIN KUNKEL Email: justin@anculture.com Twitter: @justkunk

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