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Telling Great Stories & Learning to Listen

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Telling Great Stories & Learning to Listen

  1. 1. Telling Great Stories & Learning to Listen Some Thoughts on Narrative & Data, IDC Oct 2011
  2. 2. People love stories
  3. 3. They love all kinds of stories simply told They can take 90 minutes to play
  4. 4. Years to write & months to read
  5. 5. Minutes to sing
  6. 6. They can seem simple, but still be complex
  7. 7. We’re just suckers for good narratives with great returns
  8. 8. Great storytellers need to be great listeners
  9. 9. They know their audience cold
  10. 10. They have walked in their shoes
  11. 11. Lived in their homes
  12. 12. Slept in their beds
  13. 13. In fact, sometimes, they know their audience better than the audience know themselves
  14. 14. Making them capable of magic
  15. 15. You should be able to tell your story to a class of 7 year olds
  16. 16. Pick a field big enough for a never ending story
  17. 17. But remember, stories are not just about communications
  18. 18. Stories live in your product They live in how you run and analyze your business
  19. 19. Good communications just make sure that things look good and sound their best
  20. 20. So make your products simple to use
  21. 21. Shoot for no cognitive barriers
  22. 22. Make the value crystal clear
  23. 23. Sell benefits and a big big vision
  24. 24. Something you can grow into with age
  25. 25. Oh, one more thing…. make it look sexy
  26. 26. These days the benchmark is real-time
  27. 27. So your product should respond instantly
  28. 28. Speed and reliability are at a premium
  29. 29. Table stakes are easy, quick and free
  30. 30. You should use data to be relevant
  31. 31. To be personal
  32. 32. To be social
  33. 33. To tell stories beautifully
  34. 34. And in tune with the medium
  35. 35. Be simple Be quick Be relevant
  36. 36. You need to win a place in the box inside people’s head
  37. 37. Then let them share your stories
  38. 38. Short morality tale about insight
  39. 39. 407,326 113,032 Over 100 stores
  40. 40. Short morality tale about data
  41. 41. Who are you telling the story to?
  42. 42. Investors who write $200m cheques
  43. 43. 2% of TV households by region
  44. 44. 18% in Bay Area
  45. 45. 15 mins of streaming per month
  46. 46. 61% of subscribers
  47. 47. Customers who write $8 cheques
  48. 48. Talk less
  49. 49. Listen more
  50. 50. So how do you find a signal in the noise?
  51. 51. “If you can’t measure it you can’t manage it”
  52. 52. Where do you tell the story? Media Customers Team Investors Home School Event
  53. 53. What do you measure? Sales Marketing Support Operations Finance
  54. 54. What drives actions? NPS Funnels Unit Economics Cohorts Singletics
  55. 55. When do you measure? Real-Time Daily Weekly Monthly Quarterly Annually
  56. 56. What tools & tech? Hadoop BI Analytics Multivariant Personalization

Editor's Notes

  • Trout
  • Chip Wilson in 1998 Vancouver
  • David Eiswert. lead portfolio manager of T.Rowe Price’s Global Technology Strategy
  • David Eiswert. lead portfolio manager of T.Rowe Price’s Global Technology Strategy
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