Visual Storytelling
The power to break the status quo and differentiate
70%70%70%70%
20%20%20%20%
100%100%100%100%
HotHotHotHot
SpikeSpikeSpikeSpike
HotHotHotHot
The Hammock
AVOID
THE HAMMOCK
10%10%10%10%
Enhancing the Spoken Word
10%10%10%10%
65%65%65%65%
Enhancing the Spoken Word
Which visual story works best?
1 2 3
Improving customer conversations
is the #1 strategy for improving
sales performance.
NEW PRODUCTS
GO-TO-MARKET STRATEGY
SO...
30,000 ft
3 ft
No Brand’s Land
PRODUCTKNOWLEDGEPRODUCTKNOWLEDGEPRODUCTKNOWLEDGEPRODUCTKNOWLEDGE BUSINESSEXPERTISEBUSINESSEXPERTISEBUSINESSEXPERTISEBUSINE...
ENGAGE
YOU
THEM
STATUS
QUO
WHY YOU?WHY YOU?WHY YOU?WHY YOU?
60%
ENGAGE
YOU
THEM
STATUS
QUO
WHY YOU?WHY YOU?WHY YOU?WHY YOU?
60%
WHY CHANGE?WHY CHANGE?WHY CHANGE?WHY CHANGE?
MISSING!!MISS...
POINTOF VIEWPOINTOF VIEWPOINTOF VIEWPOINTOF VIEW
StatusQuo
Threatened
Identify
NewNeeds
Define
Solution
Identify
ViableVen...
Point of View
Insight
Unsafe New Safe
Proof
Point of View
Insight
Unsafe New Safe
Proof
Tell them
something
they didn’t
know to
disrupt
Make
status quo
unsafe to
crea...
Point of View
Insight
“Meaning-
Maker”
• Don’t play 20 questions
• You got 30 seconds to
tell me something I don’t
already know
• You see more people who
look li...
Point of View
Insight
Unsafe
Prospect Theory
Kahneman, D. and Tversky, A. (1984). “Choices, Values, and Frames.”
American Psychologist39 (4): 341–350
G...
New Brain
Designed for Analysis
Old Brain
Designed for Survival
Decision-Making Engine
Creating Urgency to Change
Context Creates Urgency
Point of View
Insight
Unsafe New Safe
The pains I’m living with…
Are bigger than the painAre bigger than the painAre bigger than the painAre bigger than the pai...
Value lies in Contrast
New WayStatus Quo
From To 23
Point of View
Insight
Unsafe New Safe
Proof
Product Lifecycle
Visionary Buyers
“What took you
so long?”
Laggard Buyers
“Everybody else
is doing it.”
Mid-Market Majori...
Third-Party ROI Results
Point of View
Insight
Unsafe New Safe
Proof
10%10%10%10%
65%65%65%65%
Enhancing the Spoken Word
Concrete– Action
Context – Urgent
Contrast – Value
Visual Story Requirements
Malcolm Gladwell
Scientist for Tipping Point
Morton M. Grodzins
Scientist for Tipping Point
Morton M. Grodzins
What was the difference?
Gladwell told a better story!
The Power of Visual Storytelling - Tim Riesterer
The Power of Visual Storytelling - Tim Riesterer
Upcoming SlideShare
Loading in …5
×

The Power of Visual Storytelling - Tim Riesterer

1,402 views

Published on

Keynote presentation by Tim Riesterer, Chief Strategy and Marketing Officer of Corporate Visions to the BMA Phoenix / Arizona Technology Council 5th Annual Marketing Technology Summit August 22, 2013.

Tim presented a powerful session that taught the audience how to be more effective presenters, marketers and sales people.

Tim Riesterer is responsible for leading the strategic direction of Corporate Visions in thought leadership, positioning and product development. Tim has more than 20 years experience in Marketing and Sales. Prior to joining Corporate Visions, Tim co-founded Customer Message Management, LLC (CMM Group), where he was CEO until it was acquired by Corporate Visions in 2008. Before CMM Group, Tim was CMO and VP of Strategic Services for Ventaso. Additionally Tim was President and CEO of Brady Marketing Group and has worked in marketing, communication and sales support for world-class technology manufacturers such as Rockwell Automation and GE Medical Systems.

Tim is co-author of Customer Message Management: Increasing Marketing’s Impact on Selling (Thomson/AMA) and Conversations that Win the Complex Sale: Using Power Messaging to Create More Opportunities, Differentiate Your Solution, and Close More Deals (McGraw Hill).

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,402
On SlideShare
0
From Embeds
0
Number of Embeds
325
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

The Power of Visual Storytelling - Tim Riesterer

  1. 1. Visual Storytelling The power to break the status quo and differentiate
  2. 2. 70%70%70%70% 20%20%20%20% 100%100%100%100% HotHotHotHot SpikeSpikeSpikeSpike HotHotHotHot The Hammock
  3. 3. AVOID THE HAMMOCK
  4. 4. 10%10%10%10% Enhancing the Spoken Word
  5. 5. 10%10%10%10% 65%65%65%65% Enhancing the Spoken Word
  6. 6. Which visual story works best? 1 2 3
  7. 7. Improving customer conversations is the #1 strategy for improving sales performance. NEW PRODUCTS GO-TO-MARKET STRATEGY SOLUTIONS APPROACH Why Marketers Need to Care
  8. 8. 30,000 ft 3 ft No Brand’s Land
  9. 9. PRODUCTKNOWLEDGEPRODUCTKNOWLEDGEPRODUCTKNOWLEDGEPRODUCTKNOWLEDGE BUSINESSEXPERTISEBUSINESSEXPERTISEBUSINESSEXPERTISEBUSINESSEXPERTISE VALUE4XMOREVALUE4XMOREVALUE4XMOREVALUE4XMORE 80808080%%%% OFOFOFOF MEETINGS FAILMEETINGS FAILMEETINGS FAILMEETINGS FAIL What makes a great conversation?
  10. 10. ENGAGE YOU THEM STATUS QUO WHY YOU?WHY YOU?WHY YOU?WHY YOU? 60%
  11. 11. ENGAGE YOU THEM STATUS QUO WHY YOU?WHY YOU?WHY YOU?WHY YOU? 60% WHY CHANGE?WHY CHANGE?WHY CHANGE?WHY CHANGE? MISSING!!MISSING!!MISSING!!MISSING!!
  12. 12. POINTOF VIEWPOINTOF VIEWPOINTOF VIEWPOINTOF VIEW StatusQuo Threatened Identify NewNeeds Define Solution Identify ViableVendors Review Approaches Make Decision 65656565 “Why Change?” “Why You” VALUEPROPOSITIONVALUEPROPOSITIONVALUEPROPOSITIONVALUEPROPOSITION 35353535%%%% %%%% BUYINGVISIONBUYINGVISIONBUYINGVISIONBUYINGVISION BAKEBAKEBAKEBAKE----OFFOFFOFFOFF -3 -1 +1 +2 +3-2 • Makethe statusquo unsafe • Definenew setof needs • Alignw/ yourStrengths • Here’swhatwe do • Howwe think we doit better • Here’sthe benefityou will get
  13. 13. Point of View Insight Unsafe New Safe Proof
  14. 14. Point of View Insight Unsafe New Safe Proof Tell them something they didn’t know to disrupt Make status quo unsafe to create context for urgency Show clear contrast to show value for change Tell comparable story to prove they can do it too
  15. 15. Point of View Insight
  16. 16. “Meaning- Maker”
  17. 17. • Don’t play 20 questions • You got 30 seconds to tell me something I don’t already know • You see more people who look like me than I do • So act like it!
  18. 18. Point of View Insight Unsafe
  19. 19. Prospect Theory Kahneman, D. and Tversky, A. (1984). “Choices, Values, and Frames.” American Psychologist39 (4): 341–350 GainLoss Value 2X stronger preference to avoid loss vs. acquire gains = “Loss Aversion” Prefer risk that might mitigate a loss = “Risk Seeking” Outcome
  20. 20. New Brain Designed for Analysis Old Brain Designed for Survival Decision-Making Engine Creating Urgency to Change
  21. 21. Context Creates Urgency
  22. 22. Point of View Insight Unsafe New Safe
  23. 23. The pains I’m living with… Are bigger than the painAre bigger than the painAre bigger than the painAre bigger than the pain of changeof changeof changeof change…………
  24. 24. Value lies in Contrast New WayStatus Quo From To 23
  25. 25. Point of View Insight Unsafe New Safe Proof
  26. 26. Product Lifecycle Visionary Buyers “What took you so long?” Laggard Buyers “Everybody else is doing it.” Mid-Market Majority “Who else is doing it?”
  27. 27. Third-Party ROI Results
  28. 28. Point of View Insight Unsafe New Safe Proof
  29. 29. 10%10%10%10% 65%65%65%65% Enhancing the Spoken Word
  30. 30. Concrete– Action Context – Urgent Contrast – Value Visual Story Requirements
  31. 31. Malcolm Gladwell
  32. 32. Scientist for Tipping Point Morton M. Grodzins Scientist for Tipping Point Morton M. Grodzins
  33. 33. What was the difference? Gladwell told a better story!

×