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Jenny Maxwell-Telling Your Business Story WEDN 2019

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Jenny Maxwell with the Buckley School lead a two hour interactive session on why and how to create and tell effective stories in business presentations.

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Jenny Maxwell-Telling Your Business Story WEDN 2019

  1. 1. + THE BUCKLEY SCHOOL JENNY MAXWELL THE INSIDE TRACK: TELLING YOUR BUSINESS STORY
  2. 2. WORLD CLASS SHOVEL-READY LEADERSHIP A BEAUTIFUL PLACE TECH-SAVVY INTEGRITY BEST IN CLASS TARGET INDUSTRY ANALYSIS STATE-OF-THE- ART
  3. 3. They’re perfectly good words. What’s the problem?
  4. 4. “The word good has many meanings…”
  5. 5. “For example, if a man shot his grandmother at a range of 500 yards, I’d call him a good shot, but not necessarily a good man.” -G.K. Chesterton
  6. 6. + Stories Make Your Case  Bring specifics What does this look like?  Make things clear Aha! that’s how it works!  Improve recall Forget data, remember story
  7. 7. 20% of cereal eating happens outside of breakfast
  8. 8. What are the elements of a story?
  9. 9. PLACE & TIME Once upon a time in a land far away….
  10. 10. I am a princess and I want Fruit Loops! CHARACTER + MOTIVE
  11. 11. CONFLICT! EASY SHOPPING=BAD STORY
  12. 12. “Dragon on aisle 7”
  13. 13. + Story Not Working? Check for…  Character, place, and time  Motivation: someone wants something  Conflict: obstacles, problems, mishaps  Resolution: often unexpected
  14. 14. + Not too long Paints picture with the right details Makes a point Closely related to topic A Good Business Story
  15. 15. I’m telling you this story because….
  16. 16. WHERE DO WE FIND STORIES?  Your experience  Stories you’ve heard  The news  Movies and books  Analogies  Imagination  Case studies  “For example…”
  17. 17. + 1. Define a specific audience 2. Choose an economic development claim, issue, or data point 1. Illustrate, influence, or inspire with a story EXERCISE: Tell a Business Story
  18. 18. + Audience: Local business leaders Topic: How deep water port access helps local businesses Story from real life: Local luxury pet bed manufacturer finds new market in France For Example: Crafting a Business Story
  19. 19. + Elements of “Vive la Pet Bed” Character, place, time: Bill Bowser has turned luxury pet beds into this town’s biggest business. Motivation: French dog owners want their poodles to have the best. Bill can double his business. Conflict: BUT…Bill can’t get his beds to Paris. Problem…problem...problem (Rule of 3) Resolution: The port that sends luxury cars to Europe can get Bill’s luxury pet beds there, too.
  20. 20. And they all lived happily ever after…
  21. 21. + 1. Define a specific audience 2. Choose an economic development claim, issue, or data point 1. Illustrate, influence, or inspire with a story EXERCISE: Tell a Business Story FORM YOUR TEAM OF 5-6 PEOPLE:
  22. 22. RESOURCES Online magazine: Buckley Speaking buckleyschool.com @buckleyspeaking Made to Stick Chip & Dan Heath

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