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Using Stories to Engage Your Audience

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How to deliver effective presentations, by using the time-tested power of story-telling. Based largely upon guidance provided in Alexi Kapterev's book "Presentation Secrets."

First delivered at the Software Engineering Institute's (SEI's) CMMI Workshop in St. Petersburg, Florida, October 2012. [CmmiTraining.com]

Published in: Business

Using Stories to Engage Your Audience

  1. 1. Using Stories to Engage Your Audience Bill Smith Chief Storyteller, Leading Edge Process Consultants LLC October 2012
  2. 2. All slides in this presentation are Copyright 2012,Leading Edge Process Consultants LLC
  3. 3. Ground Rules’til noon at the end
  4. 4. About Me74 Intro to CMMI classes taught
  5. 5. Presentation AwardsNDIA CMMIConference 2008 2009 2010
  6. 6. About You
  7. 7. Instructors? You want motivated students
  8. 8. Presenters? You want powerfulpresentations
  9. 9. Salespeople? You want effective sales calls
  10. 10. So… why do you needSTORIES?
  11. 11. “Storytelling isand always wasthe essence ofbusinesspresentations.” Presentation Secrets Alexei Kapterev
  12. 12. Today I’ll share 20presentation tipsby talking about…
  13. 13. BobCMMI Instructor,Lead Appraiser
  14. 14. Meet Bob’sstudents.
  15. 15. Why do they
  16. 16. Well, Bob delivers slides like…
  17. 17. Bob doesn’t getmany studentsnowadays…
  18. 18. …because ofthe economy. NOT!
  19. 19. Everyone’sjust goingsomewhereelse.
  20. 20. pressure
  21. 21. Bob has beenchosen tospeak…
  22. 22. …at aconference…
  23. 23. Abstract #410258Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce dui elit, porta in rhoncus nec, semper a eros. In sitamet euismod nisl. Sed iaculis ligula eu sapien ultricies vehicula. Etiam in est vel odio auctor sollicitudin interdumsed ipsum. Etiam facilisis venenatis tempus. Aenean quis dolor sagittis dui ultrices varius. Aenean vulputateelementum augue, vitae pulvinar augue vestibulum ut. Vestibulum dapibus nisl in sapien dictum cursus porttitor innulla. Maecenas eu massa augue. Aliquam consequat vehicula velit, a ornare augue porttitor eget. Praesent in maurisnunc, sed pellentesque ligula. Morbi a diam magna. Phasellus libero eros, commodo quis sollicitudin et, tincidunt velturpis.Proin tempor ornare scelerisque. Integer hendrerit interdum purus ac posuere. Proin eros tellus, hendrerit venenatistempor eu, condimentum varius orci. Nullam nisl risus, molestie quis bibendum vitae, tincidunt eu lorem. Utconsequat malesuada est eget ornare. Vestibulum mollis, sapien vitae pretium dapibus, nunc dolor adipiscing odio, …based on hissed pretium eros felis vitae quam. Morbi bibendum rhoncus eleifend. Etiam et diam nisl. Vestibulum tincidunt, velitet dignissim mattis, mi diam iaculis massa, non pharetra arcu purus a dui. writing ability.Vestibulum a nisl nunc, in consequat elit. Maecenas scelerisque diam placerat enim fringilla iaculis. Sed sit ametmauris justo. Duis rutrum elit id arcu molestie pellentesque. Aenean vel nunc posuere dui imperdiet ullamcorper inviverra tortor. Nam sagittis ultrices eros luctus cursus. Integer vitae mauris eros. Integer ornare, tortor in tinciduntvestibulum, lectus lorem porta est, in molestie justo risus vitae ante. Mauris massa sapien, ullamcorper et aliquet a,gravida ac magna. Curabitur quis neque nunc. Sed ornare augue eget neque faucibus sagittis.Sed faucibus lorem at elit lobortis condimentum. Phasellus sed orci vel augue viverra viverra. Curabitur pretiumlectus ac ligula consectetur eget posuere dui varius. Vestibulum ultricies varius elementum. Vestibulum id mollisvelit. Donec consectetur lectus vel tortor pharetra accumsan. Nam sit amet libero massa. In non urna turpis, egetrutrum enim. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Craspulvinar consequat quam in pellentesque. Phasellus nulla libero, feugiat quis condimentum ut, tristique a erat.Donec euismod dictum justo, ac consequat mauris commodo ut.In sodales adipiscing enim, at adipiscing ligula aliquam eget. Donec convallis porttitor lobortis. Aliquam euismodnulla ut nisi vehicula commodo. Class aptent taciti sociosqu ad litora torquent per conubia nostra.
  24. 24. He quicklyassembleshis slides…
  25. 25. …using “found objects.”
  26. 26. Bob rehearses…
  27. 27. …giveshis talk…
  28. 28. …and gets applause.
  29. 29. Becausethey’re sohappyhe’s finallyfreakin’done!
  30. 30. Bob’s done!
  31. 31. Bob’s done!
  32. 32. OMG Bob’sfinally done!
  33. 33. Nobodywasinspired…
  34. 34. …and conferenceattendancedeclinesyearly…
  35. 35. …because ofthe economy. NOT!
  36. 36. Attendees have been turned into by speakers like Bob
  37. 37. Finally… Bob is asked to talk…
  38. 38. …with apotentialclient.
  39. 39. He delivers his standard pitch…
  40. 40. “People, Process, Technology…” Corporate Background Briefing • About Us • Our Mission and Vision • Corporate Values • • • Worldwide Headquarters Regional Offices Quality Statement ZZZZ!!! • Our Services • Key Facts and Figures • Our Competitive AdvantagesCopyright 2012 Company Name Corporate Background Briefing 1
  41. 41. The client’s not impressed.
  42. 42. Bob doesn’t get the business…
  43. 43. …because ofthe economy. NOT!
  44. 44. The client picked someone else…
  45. 45. Beth!CMMI Instructor,Lead Appraiser Rock’n Storyteller
  46. 46. WhoseRock’nStoriesresult in…
  47. 47. Motivated Powerful Effective salesstudents presentations calls
  48. 48. That’s what I need!
  49. 49. Bob sees Beth speak at a SPINmeeting… Wow!
  50. 50. …and they arrange to have coffee.
  51. 51. What’s your secret?
  52. 52. And this is when Beth starts rock’nBob’s world.
  53. 53. 1
  54. 54. Stories engage emotions…
  55. 55. …to make facts more memorable.
  56. 56. “Don’t address their brains. Address their hearts.” – Nelson Mandela
  57. 57. Elements of a Story 1• Structure 2• Slides * 3• Delivery * for business presentations
  58. 58. 1 2 3Structure
  59. 59. Developing Your Structure 4. Develop the plot 3. Identify the conflict 2. Brainstorm key points 1. Focus
  60. 60. Developing Your Structure: Focus 4. Develop the plot 3. Identify the conflict 2. Brainstorm key points 1. Focus
  61. 61. 2
  62. 62. “And by the way,you know, whenyoure telling theselittle stories? Heresa good idea - havea point. It makes itso much moreinteresting for thelistener!” Neal Page (Steve Martin) Planes, Trains, and Automobiles
  63. 63. 3
  64. 64. My goal is toinform people… We can do better than that…
  65. 65. “The onlyreason to givea speech is tochange theworld.” John F. Kennedy
  66. 66. IDEA: Storytelling -> GOAL: You ->Effective presentations Better presentations
  67. 67. 4
  68. 68. “If I had asked people what they wanted, they would have said faster horses.” – Henry Ford
  69. 69. Give them what they…
  70. 70. Developing Your Structure: Key Points 4. Develop the plot 3. Identify the conflict 2. Brainstorm key points 1. Focus
  71. 71. This is when you dive into PowerPoint? Not so fast…
  72. 72. 5
  73. 73. Or you’ll obsess over details…
  74. 74. …and lose the big picture.
  75. 75. 6
  76. 76. Consider Mind Mapping
  77. 77. Developing Your Structure: Conflict 4. Develop the plot 3. Identify the conflict 2. Brainstorm key points 1. Focus
  78. 78. 7
  79. 79. Conflict:What makes your storyinteresting!
  80. 80. Types of Conflictanother entity status quo challenges
  81. 81. Consider Using a “Hero” Your CompanyYour Client You Your Audience
  82. 82. “Me” Presentations: Be Careful “Audience detests arrogance and self- centeredness.” Nancy Duarte, Resonate Solution: Reveal weaknesses
  83. 83. Developing Your Structure: Plot 4. Develop the plot 3. Identify the conflict 2. Brainstorm key points 1. Focus
  84. 84. 8
  85. 85. “All stories are a formof communicationthat expresses thedramatic code. Thedramatic code,embodied deep in thehuman psyche, is anartistic description ofhow a person cangrow or evolve.” John Truby, The Anatomy of a Story
  86. 86. Can’t I just use the facts? If you do, then…
  87. 87. Expect this. Blah Blah Blah Blah Blah • Blah blah blah blah blah blah blah blah blah blah • Blah blah blah blah blah blah blah blah blah blah • Blah blah blah blah blah blah blah blah blah blah • Blah blah blah blah blah blah blah blah blah blah blah
  88. 88. “Storytelling is nothing butputting facts in a sequence and making connections.” Presentation Secrets Alexei Kapterev
  89. 89. Logic doesn’t stimulate action. STORIES DO.
  90. 90. A Story’s Emotional Arc solution conclusionexposition comfort zone threshold problem
  91. 91. Emotional Arc: Exposition solution conclusionexposition comfort zone threshold problem
  92. 92. Sample Exposition Slides
  93. 93. Emotional Arc: Problem solution conclusionexposition comfort zone threshold problem
  94. 94. Theproblemis youremotionalhook!
  95. 95. Sample Problem Slides
  96. 96. Emotional Arc: Solution solution conclusionexposition comfort zone threshold problem
  97. 97. Ways to organize a solution: L ocation A lphabet T ime C ategory H ierarchy
  98. 98. Sample Solution Slides
  99. 99. Emotional Arc: Conclusion solution conclusionexposition comfort zone threshold problem
  100. 100. Sample Conclusion Slides Patience, young Padawan!
  101. 101. Relative Durationexposition problem solution conclusion
  102. 102. Relative Emotionexposition problem solution conclusion
  103. 103. 1 2 3Slides
  104. 104. Why Use Slides?Reminder “Pictorial superiority effect”
  105. 105. Yet, Most Slides Are Awful!• They ignore the “pictorial superiority effect,” and have no pictures or maybe just a crappy one.• And as far as reminding the presenter what to say? – Many slides go overboard, using complete sentences when really only a few words would do.• The result is a slide like the one you see now. – The information on it is difficult, if not impossible, to process. – And you find yourself wondering whether you should be listening to what I’m saying or reading the slide. It’s really hard to do both at the same time. Humans just don’t multi-task like that. – Plus, did you really come here just so you could hear me read bullet points to you?• Okay, next slide.
  106. 106. • 9••••••
  107. 107. This series of slides Started out like this
  108. 108. I wouldn’t have the time for Some of your that! competitors make time for that…
  109. 109. And they’re theones that are ...
  110. 110. Winning!
  111. 111. 10
  112. 112. Instead of this…
  113. 113. Try this…
  114. 114. Schedule Issues? Missed commitments
  115. 115. 11
  116. 116. My boss says to keep it to 20 slides. Your boss is wrong.
  117. 117. Measure Your Presentation By… Time Not number of slides
  118. 118. “Inappropriatemeasures cancause unintendedbehavior”
  119. 119. I swear I’m notmaking this nextslide up.And yes it’sONE SLIDE
  120. 120. 12
  121. 121. Clip Art
  122. 122. Google CautiouslyRelevant? Copyrighted? High quality?
  123. 123. Use a Stock Photo Service
  124. 124. But don’t use Happy Call Center Girl!
  125. 125. Is it really that fun to work in a call center?
  126. 126. 13
  127. 127. Need I Say More? 12 points 18 points 48 points
  128. 128. 14
  129. 129. Before After
  130. 130. 1 2 3Delivery
  131. 131. Scary!
  132. 132. The talk youPlanned WillThe talk you neverGave be theThe talk you sameWish you gave
  133. 133. Delivery Matters!indifferent VS enthusiastic WIN!
  134. 134. Delivery Success Factors * Clarity 59% Pace 52% Voice 47% Engaging w/ Audience 43% Addressing Questions 34% Humor 11%* for “scientific” presentations [Carlos Estrada et al, 2005]
  135. 135. But I’m not agreat speaker. That’s okay. There’s one little trick…
  136. 136. 15
  137. 137. PASSIONis all aboutENERGY…
  138. 138. …which may come from an INTERNAL CONFLICTI hate boring I’m afraid thispresentations could be one
  139. 139. Old school Be an expert
  140. 140. New school Be yourself!
  141. 141. But… You need to love what you do
  142. 142. I’m not sure Ilove what I’m I’ll try to say this presenting. nicely, but…
  143. 143. Then you shouldn’t be presenting.
  144. 144. …and maybe you need a new job.
  145. 145. 16
  146. 146. Use wordsyou’d use in aNORMALCONVERSATION
  147. 147. Jobs vs. Gates, Round 1 Words Per Sentence 10.5 21.6 [Todd Bishop, 2007]
  148. 148. Jobs vs. Gates, Round 2 “Difficult” Words 2.9% 5.1% WIN! [Todd Bishop, 2007]
  149. 149. 17
  150. 150. Strong Language is Interesting! “High fructose syrup and sugar are exactly the same; they are equally bad. They are both dangerous dangerous, they are both poison. unhealthy. Okay? I said it. Poison.” Unhealthy.” Robert H. Lustig, YouTube speech on nutrition
  151. 151. Offend PeopleOr you’re notdoing your job!
  152. 152. How can youCHANGE THE WORLD… …if you don’t ROCK THE BOAT?
  153. 153. 18
  154. 154. Who Seems More “Genuine”?
  155. 155. But Eye Contact Is Hard! “Looking at faces is quite mentally demanding… So when we are trying to concentrate and process something else that’s mentally demanding, it’s unhelpful to look at faces.” Dr. Gwyneth Doherty-Sneddon, University of Northumbia at Newcastle
  156. 156. 19
  157. 157. I don’t always have time to rehearse. I’ll say it again…
  158. 158. Then you shouldn’t be presenting.
  159. 159. How to Rehearse Out loudRealtime, > once
  160. 160. Why? ConfidenceMemorization
  161. 161. Hey, this hasbeen a big help. Thanks! No problem!
  162. 162. Bob starts weavinganecdotes into his classes and treating hispresentations like stories.
  163. 163. Review: Key Story Elements 1• Structure 2• Slides 3• Delivery
  164. 164. What Would I Like from You?
  165. 165. Motivated Powerful Effective salesstudents presentations calls
  166. 166. 20
  167. 167. This is a time of change foreverybody in this room. We can grow our business, but only ifwe don’t bore our customers to death. Let’s deliver classes, presentations, and yes evensales meetings that absolutely, positively, 100%...
  168. 168. ROCK THEWORLD!! Bill Smith bill@cmmitraining.com www.CmmiTraining.com

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