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Day 1 - Power of Story 2016

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Jennifer Aaker - Power of Story

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Day 1 - Power of Story 2016

  1. 1. Jennifer Aaker - General Atlantic Professor of Marketing - jaaker@stanford.edu POWER OF STORY
  2. 2. TABLE OF CONTENTS WHY STORY THE SCIENCE BEHIND STORY MISPERCEPTIONS OF STORY HARNESSING STORY TO LEAD BREAK HOW THE CLASS WILL WORK
  3. 3. Story
  4. 4. STOR·Y A narrative With a beginning, middle and end
  5. 5. HEMINGWAY Baby shoes. For sale. Never worn.
  6. 6. 6 WORD STORIES Not quite. Aspiring to be quite. Tonight he packs, tomorrow I pine. Married the wrong girl, fixed it. Getting old. Ringtones piss me off.
  7. 7. Think of stories as assets. It is as much a way of life - an organizing frame – as it is a tool. GOAL
  8. 8. THE SCIENCE BEHIND STORY
  9. 9. “ “Humans are not ideally set up to understand logic; they are set up to understand stories -Robert Schank Cognitive Psychologist
  10. 10. MISPERCEPTIONS OF STORY
  11. 11. 1 They think story is fictitious, fluffy – without substance
  12. 12. Data (features, facts) Story (narrative) TWO TOOLS
  13. 13. Point of view (Goal = credibility) Data Story CREDIBILITY TRIANGLE
  14. 14. ADJUST THE TRIANGLE POV STORYDATA
  15. 15. WHAT IS YOUR NATURAL FLOW? POV Data Story Story Data POV Story Data Data Story
  16. 16. CONTEXT MATTERS Research Review Committee Portfolio Review Committee Board meetings Town halls Leadership retreats 1:1 manager and employee meetings
  17. 17. 2 They think stories are boastful, self-centered
  18. 18. Remember the most effective stories blend fact and emotion. Sharing Listening TWO ROLES
  19. 19. “After I sat next to Prime Minister Gladstone I thought he was the cleverest man in England. But when I sat next to Disraeli I thought I was the cleverest woman.” - Jennie Jerome, Winston Churchill’s mother
  20. 20. Remember the most effective stories blend fact and emotion. Tell me more about … Tell me about a time when… Why was that important… BE CURIOUS
  21. 21. 3 They believe story is about marketing
  22. 22. Why was Solomon recognized as the wisest man in the world? Because he knew more stories than anyone else. Scratch the surface in a typical boardroom and we’re all just cavemen with briefcases, hungry for a wise person to tell us stories ALAN KAY, VP OF THE WALT DISNEY COMPANY
  23. 23. clarity culture connect sticky leadership
  24. 24. WEBSITEVIDEO POST BLOG 6 WORD STORYTALK CONVERSATION 140 CHARACTERS ACTIVATED ACROSS CHANNELS
  25. 25. DESIGNING HAPPINES | ™ JENNIFER AAKER Design for purpose Design for empathy Design signature stories DESIGN PRINCIPLES
  26. 26. HOW TO HARNESS STORY TO LEAD
  27. 27. Design for purpose 1
  28. 28. You are part of something meanin feel you are having an impact on of others. You respect your team and feel re
  29. 29. “Storytelling is at the cornerstone of everything we do: raising money, hiring, press” - Chris Sacca
  30. 30. You are part of something meanin feel you are having an impact on of others. You respect your team and feel re WHY “The company story is the company strategy. The story must explain why you exist: Why are we doing this? Why does the problem need to be solved? Why should you join the company? Why should you invest in it? Why should you buy a product from it? “”
  31. 31. You are part of something meanin feel you are having an impact on of others. You respect your team and feel re “” Starts with CEO and built inside out -- so that employees, partners, suppliers all know the same story. INSIDE OUT
  32. 32. Founding principles Point of View UNDERSTANDING Role Story CLARIFYING Value proposition Promise CONNECTING Name Personality IDENTITY Design Style ASSETS Letterhead Business Cards Collateral Packaging Websites Signage Advertising Environments Ephemera TOUCHPOINTS Defining Who We Are Expressing Who We Are INSIDE OUT
  33. 33. 3 DESIGN FOR MOMENTS Simple things matter. Employees must believe the story, be inspired by the story, and knows their role in the story.
  34. 34. What is your role on the team, the team’s role in the company, the company’s role in the planet?
  35. 35. Photo: Xevi V. You have to feel authentic when you share the story. People can tell when you aren’t.
  36. 36. Protagonists make a story relatable Brands often feel manufactured. People do not.
  37. 37. DESIGN CHALLENGE Startup with no marketing budget Approach. Spotlight authentic, charismatic CEO vis video to break through clutter DOLLAR SHAVE CLUB
  38. 38. Design for empathy 2
  39. 39. Photo Brands too often make the mistake of trying to be the hero.
  40. 40. DESIGNING HAPPINES | ™ JENNIFER AAKER Your customers are the hero.
  41. 41. James Buckhouse, Twitter
  42. 42. https://imagine.linkedin.
  43. 43. DESIGN CHALLENGE Better features but no adoption. Need to connect users to Chrome Approach: tell the user story GOOGLE CHROME
  44. 44. DESIGN FOR EMPATHY Remember the most effective stories blend fact and emotion. How can you make your user the hero of their own story?
  45. 45. Design signature stories3
  46. 46. You are part of something meanin feel you are having an impact on of others. You respect your team and feel re SIGNATURE STORY Many stories are tactical Signature stories are strategic They are an asset and merit active management
  47. 47. You are part of something meanin feel you are having an impact on of others. You respect your team and feel re SIGNATURE STORY An intriguing, authentic and involving story with a strategic message that drives growth by enhancing the brand, organization and/or business strategy.
  48. 48. STORIES DRIVE GROWTH Operational Excellence Customer Intimacy Innovation
  49. 49. DESIGN CHALLENGE How to connect to teens globally, harnessing social and digital? Approach: 7 Prototypes; $50K each 6 failed, 1 won Coke Happiness Machine GROWTH STORY
  50. 50. If these stories are assets they should live in paid, owned, earned, shared media. These stories should have lives of
  51. 51. Viral Video.
  52. 52. Owned assets (like trucks).
  53. 53. Website.
  54. 54. Mobile app.
  55. 55. This inspired an entirely new way of marketing: Creating surprising moments of authentic happiness.
  56. 56. You are part of something meanin feel you are having an impact on of others. You respect your team and feel re As part of growth strategy, Coke now invests 10% of its marketing budget in co-created experiences brand new to the world.
  57. 57. NOW NEW CO-CREATED EVOLVED PORTFOLIO
  58. 58. VALUECREATION 20122011 2013 INNOVATION ENGINE
  59. 59. TEACHING TEAM STEPHANY YONG syong@stanford.edu SIMAR MANGAT smangat@stanford.edu MADILYN ONTIVEROS madilyn@stanford.edu JENNIFER AAKER jaaker@stanford.edu
  60. 60. A Personal Story
  61. 61. Social media
  62. 62. I was skeptical.
  63. 63. networking powerful understandingamazing fun innovative friends sharing connecting Social Media
  64. 64. Social Media inaccurate passing fad dangerous frivolous invasive time suck lonely wastage of time demanding
  65. 65. MY VIEW OF SOCIAL TECHNOLOGY, CIRCA 2008
  66. 66. I was teaching Creativity and Innovation…
  67. 67. USING SOCIAL MEDIA TO SAVE LIVESROBERT CHATWANI
  68. 68. Sameer
  69. 69. SAMEER BHATIA, 32 Grew up in Seattle Co-Founder, roommate, best friend Married Reena in 2006 Stanford undergrad, serial entrepreneur Diagnosed May 2007 VINAY CHAKRAVARTHY, 28 Grew up in Fremont, CA Doctor in Boston Married Rashmi in 2005 Berkeley undergrad, MD from BU Diagnosed November 2006
  70. 70. US ESTIMATES of leukemia (2009) New cases: 44,790 Deaths: 21,870 Mortality: 49%
  71. 71. For many patients, the only cure is a bone marrow transplant from a human donor.
  72. 72. FINDING A DONOR Marrow infusions require a near perfect genetic match (10/10).
  73. 73. The highest probability lies in the same ethnic pool.
  74. 74. Non-profit that operates a bone marrow registry of 7.5 million individuals.
  75. 75. For European Americans, there is an 80% chance of finding a matched donor in the NMDP Registry.
  76. 76. Of the 7.5 MILLION registrants in the U.S.,
  77. 77. 20% are minorities.
  78. 78. But only 1% are South Asian.
  79. 79. So if you are South Asian…
  80. 80. your chances of finding a match are slim.
  81. 81. V E R Y S L I M
  82. 82. 1 in 20,000
  83. 83. Sameer and Vinay did not find matches that they desperately needed in the registry.
  84. 84. To make matters worse,
  85. 85. in India… a country with more than 1 billion people
  86. 86. nothing There was no National Bone Marrow Registry
  87. 87. What to do?
  88. 88. Friends got together.
  89. 89. We all knew that we needed to do something.
  90. 90. What were our options?
  91. 91. Do nothing. Do something. Do something SEISMIC
  92. 92. THE CHALLENGE We needed to move fast. We needed to scale. We could not fail.
  93. 93. Our simple answer…
  94. 94. If the odds were 1 in 20,000…
  95. 95. Then all we needed to do was…
  96. 96. hold bone marrow drives…
  97. 97. and register 20,000 South Asians.
  98. 98. And then we’ll find a match.
  99. 99. Just 1 problem.
  100. 100. We had a matter of weeks to get this done.
  101. 101. First, stay focused.
  102. 102. One goal: 20,000 South Asians
  103. 103. GOT ORGANIZED & FORMED TEAMS TEAM VINAY TEAM SAMEER team lead marketing drive operations education regional leads team lead marketing drive operations education regional leads bridges
  104. 104. HelpSameer.org HelpVinay.org BUILT INSTANT BRANDS
  105. 105. Executed, like CRAZY.
  106. 106. Blogs Facebook Widgets Video Viral Email Pledge Lists Fliers Celebrities Donor Orgs Literature Web Links How to Videos Homes Local Events Clubs / Lounges Universities Temples Corporate Drives TV Public Relations Posters Newspapers Magazine Telemarketing http://www.helpsameer.org/strategy/ Instant Brand Mass-Micro Mobilization HELP SAMEER STRATEGY SOCIAL MEDIA EDUCATION REGISTRATIONTRADITIONAL MEDIA AWARENESS ACTION STRATEGY
  107. 107. 10 Simple Steps—You Can Do It! Let’s find Sameer and Vinay a match! Hosting a bone marrow registration drive at work take some effort, but your drive can be a big success with the right planning and coordination. This playbook is designed to make it easy as possible for you. Since each company is organized differently, think of this as a general guide. The various steps are laid out in sequence, and sample emails are included for you customize for your own use. Replace the text in red with your own text. THE DRAGONFLYEFFECT
  108. 108. The result in 11 weeks…
  109. 109. 470 bone marrow drives
  110. 110. 24,611 South Asians registered
  111. 111. Sameer = 10/10 match
  112. 112. Vinay = 8/10 match
  113. 113. Sameer shared his story from the hospital…
  114. 114. So, what lessons did we learn?
  115. 115. Develop a clear goal. There is elegance in simplicity. 1
  116. 116. Reverse the rules. How might others might address the challenge? Do the opposite.2
  117. 117. Tell a good (truthful) story. Tell stories that connect on an emotional level.3
  118. 118. Design for collaboration. Enable others to contribute and choose their own weapon.4
  119. 119. Sameer, relapsed within 3 months of his transplant. He fought hard – but sadly, passed away in March 2008.
  120. 120. We celebrated his life by sharing his memorial service with the world.
  121. 121. Vinay had a successful transplant, but then relapsed. He underwent alternative drug treatments but, sadly, passed away in June 2008.
  122. 122. Of the 24,611 newly registered Purpose Revealed people were matched in 1 year alone.
  123. 123. FINAL THOUGHTS…
  124. 124. Most revolutions are sparked by the actions of a few ordinary people.
  125. 125. Your biggest asset is a clear mind and a very large idea.
  126. 126. Find the ignition point, and light it.
  127. 127. What do I do now? Could I water this? Would this story grow? How would that make me feel? THE DRAGONFLY EFFECT
  128. 128. Happy
  129. 129. What could we do to help quickly effectively powerfully harnessing social media
  130. 130. Collect stories.
  131. 131. SINGLE FOCUSED GOAL 1
  132. 132. GRABBED ATTENTION 2
  133. 133. ENGAGED 3
  134. 134. ENABLED OTHERS TO ACT 4
  135. 135. One story well told.
  136. 136. june july august www.Cooper.com
  137. 137. 100K cheek s
  138. 138. IDEO
  139. 139. 1,000,00
  140. 140. COURSE OVERVIEW In the beginning, … We start by looking at the behavioral science revealing the power of story (day 1), and dive into how to use both story and data (day 2), depending on the audience and context. Next, we’ll explore how humor can be used in creating stories (day 3), and how story can be used to lead a team and an organization (day 4). In the second half of the class, we’ll analyze how story can be used as an accelerant to fuel growth and innovation for your company (day 5), and build a global brand (day 6). Then, we‘ll reveal how story, humor and improv can drive culture (day 7), and what story looks like in an immersive virtual world (day 8). By the end, we hope that you understand what it means to be in the story mindset and how you can harness the power of stories to further you and your company’s goals (day 9). The End.
  141. 141. “Great stories happen to people who can tell them.” - Ira Glass THE SCOOP | DAY 1 Why Story: In the Beginning You!
  142. 142. Stories can be a powerful tool for persuasion, useful in the context of understanding customers and building brands but also in leading teams. In this class, we’ll focus on the role of both story and data to build engaged and productive teams by taking a business chemistry quiz to help you understand the individual differences and contexts where story vs. data (vs. both) are differentially important. THE SCOOP | DAY 2 How to Harness Data and Story Naomi Bagdonas, Deloitte Purin Phanichphant, IDEO
  143. 143. Naomi Bagdonas, Deloitte A good story takes you on a journey, one that can make you think, cry, and laugh. Today you will explore the role of humor in story and how to cultivate a comedy mindset at work and life. You will also embark on a Dish Walk with a “Mover and Shaker” partner for a practice pitch of your signatures story. THE SCOOP | DAY 3 How to Cultivate Comedy Mindset
  144. 144. Effective leaders are also effective storytellers. In this class, you’ll learn how to leverage stories to build trust and respect from your colleagues. The goal is to help you develop skills to influence the key stakeholders in your organization, advocate for your ideas, and build your own personal story bank of experiences from your career to clarify both your past and future. THE SCOOP | DAY 4 How to Harness Story to Lead Reminder: Story Off! Complete Chapter 4 of workbook and share your 1 minute story Amy Brooks, NBA Yvonne Cagle, NASA
  145. 145. What is the innovation story that you want to tell? In this class, you will be briefed on an innovation challenge posed by our brand partner. Your team will ideate solutions to key challenges facing your user. Then your team will develop a “story map”— showing how your user faces extraordinary challenges—ultimately to achieve something quite remarkable by means of your innovation. THE SCOOP | DAY 5 How to Develop the Innovation Story Your Team
  146. 146. It takes great storytelling on at least three levels to accelerate a digital business globally. People need a reason to “shop your store” when other alternatives are a click away. Investors need to understand why your strategy will create real shareholder value. Internal partners need to be inspired to lean in and provide support. We will dive into how you reach distinct audiences with distinct goals, and end today with an interactive session with Nike leaders. THE SCOOP | DAY 6 How to Tell a Global Story Christiana Shi, Nike “Articulate ideas, instigate change”
  147. 147. How do you build strong cultures by harnessing story, comedy and improv? Cultures that do so are not only high performing, but they also tend to be innovative, relevant and fun. Leaders from Second City and David Hornik from August Capital will join us to delve into these questions. THE SCOOP | DAY 7 How to harness Story, Comedy + Improv to Build Culture David Hornik, August Capital Kelly Leonard & Anne Libera, Second City
  148. 148. Telling stories in an immersive environment will change the future of storytelling in dramatic ways. THE SCOOP | DAY 8 Hot to Tell a Story in a Virtual World James Buckhouse, Sequoia Patrick Ewing, Firewatcher
  149. 149. Final Presentations THE SCOOP | DAY 9 Innovation Pitch Finale You!
  150. 150. MOVING FORWARD POLICY ON FOOD, COFFEE. ALSO, CELL PHONES OPENING ACTS + HALF TIME SHOWS (5 MIN) TWO OPTIONAL WORKSHOPS - 4/19 Visual storytelling (Purin, IDEO) - 5/27 Designing experiences in a Virtual World NEXT UP: CHAPTER 2 OF WORKBOOK
  151. 151. THE ENDJennifer Aaker Stanford Graduate School of Business jaaker@stanford.edu
  152. 152. BOOKS The Story Factor Annette Simmons The Power of Personal Storytelling Jack Maguire The Art of Storytelling: John Walsh The Leader’s Guide to Storytelling Stephen Denning Story Juice Julie Fuoti & Lisa Johnson Slide:ology Nancy Duarte Resonate Nancy Duarte Storytelling as Best Practice Andy Goodman The Dragonfly Effect Jennifer Aaker and Andy Smith Story Robert McKee Made to Stick We Feel Fine Chip & Dan Heath Jonathan Harris & Sep Kamvar

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