By: Lanny Geffen, Vice President UX & Design, Digiflare
Neural Coupling a.k.a.
Storytelling
Follow me: @lgeffen
I am a designer…
Part I
Most people think…
http://goo.gl/Fe83lW
Empathy
Intent
Experience
Richie Parker
Richie Parker
Empathy
Intent
Experience
“There were always things around the
house that made it so I didn’t need to ask
for someone’s help.”
Intent
“An incredible sense
of freedom”
Empathy
Intent
Experience
“First they ignore you,
then they laugh at you,
then they fight you,
then you win.”
The power of story
Part II
Maasai
Aristotle
Beginning Middle End
Pity Fear Catharsis
Phenethylamine
(PEA)
Brain Hack
Part III
The Story Telling API
Dr. Paul Zak
Neuroeconomist
http://youtu.be/DHeqQAKHh3M
2 Primary emotions were elicited:
Distress + Empathy
What do you feel after the story ?
?
Cortisol
(focuses our attention)
Oxytocin
(care, connection, empathy)
Those who produced
Oxytocin & Cortisol
gave generously
Could they predict who
would give money?
Ran the experiment
again, track distress and
empathy response…
Theory of Mind!
(understanding what
others are doing)
Oxytocin Areas!
(make us feel empathy)
80% Accuracy
Who would donate money
The amount of Oxytocin released
predicted how much money
people would share with a
stranger or charity.
Only some stories
succeeded
Gustav Freytag
Playwright / Scholar
Exposition
“Freytag Pyramid”
Rising
ActionInciting Incident
Falling
Action
Climax
Dénouement
Resolution
Universal Story Structure
Stories [that follow the Universal
Story Structure] are powerful and
actually change the way our brains
work, and our brai...
Telling Your Story
Part IV
Nancy Duarte
Presentation Designer
Storytelling Triangle
Story
AudienceStoryteller
What is
What
could be
What is
What
could be
What is
What
could be
What is
New bliss
(new reality)
Orators Story Pattern
August 28, 1963
from the Lincoln Memorial on the Mall, in Washington
DC during the 'March on Washington'
Martin Luther King Jr.
American Civil Rights Leader
Summarize the Hack
CONCKUSION
Use the tools of design:
empathy, intent, experience to
understand your audience.
Be brave
Use the universal story structure to
release oxytocin & cortisone
Involve your audience in the story:
It has to become their story
Ignite your ideas
Change the world…
(just a little bit)
Thank You
Follow me on Twitter
@lgeffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
Neural Coupling and Storytelling with Lanny Geffen
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Neural Coupling and Storytelling with Lanny Geffen

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Neural Coupling and Storytelling
with Lanny Geffen

OVERVIEW
How Designers Use Storytelling to Create Infectious Ideas
From the beginning, storytellers have been able to lead people on incredible journeys beyond the here and now. By inspiring imagination and evoking emotion, storytellers catalyze ideas and persuade innovation.
In this session, attendees will discover the art and utility of great storytelling from Martin Luther King Jr.’s “I Have A Dream” to the great innovators disrupting Silicon Valley, and experience how storytelling can reshape the conversation and lead to new outcomes.

Presented at FITC Toronto 2014 on April 27-29, 2014
More info at www.FITC.ca

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Neural Coupling and Storytelling with Lanny Geffen

  1. 1. By: Lanny Geffen, Vice President UX & Design, Digiflare Neural Coupling a.k.a. Storytelling Follow me: @lgeffen
  2. 2. I am a designer… Part I
  3. 3. Most people think… http://goo.gl/Fe83lW
  4. 4. Empathy Intent Experience
  5. 5. Richie Parker
  6. 6. Richie Parker
  7. 7. Empathy
  8. 8. Intent
  9. 9. Experience
  10. 10. “There were always things around the house that made it so I didn’t need to ask for someone’s help.”
  11. 11. Intent
  12. 12. “An incredible sense of freedom”
  13. 13. Empathy
  14. 14. Intent
  15. 15. Experience
  16. 16. “First they ignore you, then they laugh at you, then they fight you, then you win.”
  17. 17. The power of story Part II
  18. 18. Maasai
  19. 19. Aristotle
  20. 20. Beginning Middle End Pity Fear Catharsis
  21. 21. Phenethylamine (PEA)
  22. 22. Brain Hack Part III
  23. 23. The Story Telling API
  24. 24. Dr. Paul Zak Neuroeconomist
  25. 25. http://youtu.be/DHeqQAKHh3M
  26. 26. 2 Primary emotions were elicited: Distress + Empathy
  27. 27. What do you feel after the story ? ?
  28. 28. Cortisol (focuses our attention)
  29. 29. Oxytocin (care, connection, empathy)
  30. 30. Those who produced Oxytocin & Cortisol gave generously
  31. 31. Could they predict who would give money?
  32. 32. Ran the experiment again, track distress and empathy response…
  33. 33. Theory of Mind! (understanding what others are doing) Oxytocin Areas! (make us feel empathy)
  34. 34. 80% Accuracy Who would donate money
  35. 35. The amount of Oxytocin released predicted how much money people would share with a stranger or charity.
  36. 36. Only some stories succeeded
  37. 37. Gustav Freytag Playwright / Scholar
  38. 38. Exposition “Freytag Pyramid” Rising ActionInciting Incident Falling Action Climax Dénouement Resolution
  39. 39. Universal Story Structure
  40. 40. Stories [that follow the Universal Story Structure] are powerful and actually change the way our brains work, and our brain chemistry
  41. 41. Telling Your Story Part IV
  42. 42. Nancy Duarte Presentation Designer
  43. 43. Storytelling Triangle Story AudienceStoryteller
  44. 44. What is What could be What is What could be What is What could be What is New bliss (new reality) Orators Story Pattern
  45. 45. August 28, 1963 from the Lincoln Memorial on the Mall, in Washington DC during the 'March on Washington'
  46. 46. Martin Luther King Jr. American Civil Rights Leader
  47. 47. Summarize the Hack CONCKUSION
  48. 48. Use the tools of design: empathy, intent, experience to understand your audience.
  49. 49. Be brave
  50. 50. Use the universal story structure to release oxytocin & cortisone
  51. 51. Involve your audience in the story: It has to become their story
  52. 52. Ignite your ideas
  53. 53. Change the world… (just a little bit)
  54. 54. Thank You Follow me on Twitter @lgeffen

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