Smart leaders know that influence starts with great communication. You hold hundreds of conversations every day with customers, executives, investors, and teammates. If you’re speaking the same message to each of them, it will never fully resonate. In this workshop, we will use the Speaker Archetype system to discover your speaker strength and natural tendencies. There are 6 archetypes in all and participants will find out which one they are. Once you understand the archetype system, you'll know which stories tend to resonate, and the right non-verbals to use. The archetypes then acts as a basis for crafting and delivering powerful stories for every audience. In this workshop, you’ll learn: 1. Tips to overcome speaking weaknesses 2. Your personal speaking style (find out your speaker archetype) 3. How to tune your delivery for different audiences Presented at Product Camp May 2019

1. How to tell a
compelling story
for every audience

2. ● 15 years in Product Management
● Product Launches: Pivot (healthtech), Atlassian
Marketplace v2.0, Atlassian Verified, Microsoft News App
(30 lang 100 countries), RealMealz (web app), Solar products
● Chief Product Officer @ Khosla funded startup Carrot
● Head of Product in Ecosystem @ Atlassian
● Enterprise SaaS | Platforms and 2-sided markets
● Consumer Apps | Healthtech | Semiconductor | Energy (Solar)
Who is Connie Kwan?

3. “You hold hundreds of
conversations every day
with customers, executives,
investors, and teammates.
If you’re speaking the same
message to each of them,
it will never fully resonate.”

4. In this workshop, you’ll learn:
1. Tips to overcome speaking weaknesses
2. Your personal speaking style
3. How to tune your delivery for different
audiences

5. Use this workshop to…
1. Deliver powerful investor pitches
2. Align your team on product vision to
maximize performance
3. Craft and deliver product messaging to
close sales with customers

6. What’s your Speaker Archetype?
www.ProductMaestro.com/speaker

7. If you’re just joining now, go to www.ProductMaestro.com/speaker to find out your speaker archetype.
Agenda
● Product Maestro Method overview - 5 min
● Your Speaker Archetype - 15 min
● Demos and Audience participation - 10-20 min
● Q&A - 10 min

8. If you’re just joining now, go to www.ProductMaestro.com/speaker to find out your speaker archetype.
Message Adaptation = Compelling Messages
Audience
Archetype
Speaker
Archetype
By Bora “Max” Koknar and Connie Kwan. All Rights Reserved. © 2018
Compelling
Message

9. If you’re just joining now, go to www.ProductMaestro.com/speaker to find out your speaker archetype.
The Product Maestro Method
5 Toolkits
Raw
Content
Compelling
Messages

10. If you’re just joining now, go to www.ProductMaestro.com/speaker to find out your speaker archetype.
1. Speaker Archetypes
2. Six Emotional Journeys
3. Audience Archetypes
4. Product Vision Wheel
5. Techniques
The Product Maestro Method
5 Toolkits
Raw
Content
Compelling
Messages

11. If you’re just joining now, go to www.ProductMaestro.com/speaker to find out your speaker archetype.
1. Speaker Archetypes
2. Six Emotional Journeys
3. Audience Archetypes
4. Product Vision Wheel
5. Techniques
Raw
Content
Compelling
Messages
The Product Maestro Method
5 Toolkits

12. What’s your Speaker Archetype?
Speaker.ProductMaestro.com

13. Evangelist
Evangelist Sage Wise
Neighbor
Visionary Truth Teller Professor
Emotional
Drive
Energy
Language &
Style
(partial list)
Journey
Examples Tony Robbins,
Pat Robertson
Gandalf,
Oprah, Rachel
(Friends)
Melissa
McCarthy,
George W. Bush
Joey (Friends)
Steve Jobs,
Sheryl Sandberg,
Chandler/Monica
(Friends)
George Carlin,
Marc Maron,
Amelie, Phoebe
(Friends)
Neil deGrasse Tyson,
Ruth Bader Ginsburg
Ross (Friends)
Very Emotional Emotional Emo/Logical Log/Emotional Logical Very Logical
Copyright Bora “Max” Koknar and Connie Kwan. All Rights Reserved. © 2018
Speaker Archetypes

14. example: Fall Froyo Flavors
If you’re just joining now, go to Speaker.ProductMaestro.com to find out your speaker archetype.

15. If you’re just joining now, go to www.ProductMaestro.com/speaker to find out your speaker archetype.
1. Speaker Archetypes
2. Six Emotional Journeys
3. Audience Archetypes
4. Product Vision Wheel
5. Techniques
The Product Maestro Method
5 Toolkits
Raw
Content
Compelling
Messages

16. Evangelist
Evangelist Sage Wise
Neighbor
Visionary Truth Teller Professor
Emotional
Drive
Energy Extreme Moderate Mod - High High Mod - High Moderate
Language &
Style
(partial list)
Accessible
Dramatic
Dense Emotions
Evocative
Accessible
Actionable
Focused
Risk Taking
Blunt
Observational
Factual
Detailed
Journey Overcoming
the Monster
Rebirth Rags to Riches Quest Comedy Journey and Return
Examples Tony Robbins,
Pat Robertson
Gandalf,
Oprah, Rachel
(Friends)
Melissa
McCarthy,
George W. Bush
Joey (Friends)
Steve Jobs,
Sheryl Sandberg,
Chandler/Monica
(Friends)
George Carlin,
Marc Maron,
Amelie, Phoebe
(Friends)
Neil deGrasse Tyson,
Ruth Bader Ginsburg
Ross (Friends)
Copyright Bora “Max” Koknar and Connie Kwan. All Rights Reserved. © 2018
Audience Archetypes
Very Emotional Emotional Emo/Logical Log/Emotional Logical Very Logical
They’re the same ones!
The trick is identifying which one
they are when you communicate.

17. example: Fall Froyo Flavors
Sell to Customers
(verbal, why I should buy)
Evangelist, Sage, Wise Neighbor
Pitch to HQ
(verbal, increase revenue)
Visionary, Truthsayer, Professor

18. If you’re just joining now, go to www.ProductMaestro.com/speaker to find out your speaker archetype.
Volunteer common takeaways…
1. Middle styles, Visionaries and Wise Neighbors
find it easiest to shift their styles
2. Varying energy level is a great starting point
to connect with other archetypes
3. Pay attention to your preferred emotional
journey (plot type), and how that can color
most of your stories.
Copyright Bora “Max” Koknar and Connie Kwan. All Rights Reserved. © 2018

19. Go forth and tell your story!
For PMs, I have workshops:
● Story Crafter for
Product Managers
● Pitch Polish (group &
private),
www.productmaestro.com
/workshop
For private workshops email: connie@productmaestro.com
For CEOs and org leaders, I help:
● Deploy 50 pt assessment of
Product Market Fit
● Build Product-led Cultures
● Investor Pitch Polish
www.productmaestro.com