Stories, Sizzle, Salience & Social Proof !
European Sustainable Events Summit!
28/01/14
www.futerra.co.uk !
www.futerra.co.uk !
MISSION	
  

WWW.FUTERRA.CO.UK!
If you want to subvert the
dominant paradigm…we
need to have more fun
than they are!
(and let them know 

while we’re doin...
“Fifty Shades of Green”
WWW.FUTERRA.CO.UK!
www.futerra.co.uk !
Sustainability is boring!
WWW.FUTERRA.CO.UK!
Sustainability is complicated!
WWW.FUTERRA.CO.UK!
Sustainability is difficult!

WWW.FUTERRA.CO.UK!
No-one’s interested in Sustainability!

WWW.FUTERRA.CO.UK!
Do things better…AND do
better things!
Mark Shayler!

www.futerra.co.uk !
www.futerra.co.uk !
www.futerra.co.uk !
250%

Consumer Spending
200%

GDP
150%

Life Satisfaction

100%

50%

1973
www.futerra.co.uk !

1977

1981

1985

1989

19...
www.futerra.co.uk !
www.futerra.co.uk !
www.futerra.co.uk !
“…there’s an erroneous idea that this is all about cost,
burden and sacrifice. Actually it’s about profit, jobs and
competit...
Source: Loup Niboyet!

www.futerra.co.uk !
www.futerra.co.uk !
www.futerra.co.uk !
We are not blindly
opposed to progress…
we are opposed to blind
progress!
John Muir!
!

www.futerra.co.uk !
‘A Kodak moment’ will
become synonymous with
situations when
businesses or whole
sectors of the economy
are in flat denial...
www.futerra.co.uk !

25
“What should our
sustainability strategy in
business strategy be be
in the context of our
the context of
sustainability?”!...
THE	
  GOLDEN	
  CIRCLE	
  

WWW.FUTERRA.CO.UK!
Unknown,
unknowns!
!

www.futerra.co.uk !
After nourishment, shelter
and companionship,
stories are the thing we
need most in the world. !
Philip Pullman!

www.fute...
www.futerra.co.uk !
THE	
  SIZZLE	
  
Source
www.futerra.co.uk !
Source

www.futerra.co.uk !
Source

www.futerra.co.uk !
Source
www.futerra.co.uk !
Source
www.futerra.co.uk !
Beware!

The bystander effect!
All things are ready if our
minds be so.!
William Shakespeare!
!

www.futerra.co.uk !
Thank you!
Ed Gillespie!
@frucool!
!
@futerra!
www.futerra.co.uk!

!

www.futerra.co.uk !
Ed Gillespie Stories, Sizzle, Salience & Social Proof ESEC14
Ed Gillespie Stories, Sizzle, Salience & Social Proof ESEC14
Ed Gillespie Stories, Sizzle, Salience & Social Proof ESEC14
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Ed Gillespie Stories, Sizzle, Salience & Social Proof ESEC14

  1. 1. Stories, Sizzle, Salience & Social Proof ! European Sustainable Events Summit! 28/01/14 www.futerra.co.uk !
  2. 2. www.futerra.co.uk !
  3. 3. MISSION   WWW.FUTERRA.CO.UK!
  4. 4. If you want to subvert the dominant paradigm…we need to have more fun than they are! (and let them know 
 while we’re doing it) ! www.futerra.co.uk !
  5. 5. “Fifty Shades of Green”
  6. 6. WWW.FUTERRA.CO.UK!
  7. 7. www.futerra.co.uk !
  8. 8. Sustainability is boring! WWW.FUTERRA.CO.UK!
  9. 9. Sustainability is complicated! WWW.FUTERRA.CO.UK!
  10. 10. Sustainability is difficult! WWW.FUTERRA.CO.UK!
  11. 11. No-one’s interested in Sustainability! WWW.FUTERRA.CO.UK!
  12. 12. Do things better…AND do better things! Mark Shayler! www.futerra.co.uk !
  13. 13. www.futerra.co.uk !
  14. 14. www.futerra.co.uk !
  15. 15. 250% Consumer Spending 200% GDP 150% Life Satisfaction 100% 50% 1973 www.futerra.co.uk ! 1977 1981 1985 1989 1993 1997 2001
  16. 16. www.futerra.co.uk !
  17. 17. www.futerra.co.uk !
  18. 18. www.futerra.co.uk !
  19. 19. “…there’s an erroneous idea that this is all about cost, burden and sacrifice. Actually it’s about profit, jobs and competitive advantage. Smart companies have figured this out and are making billions”! - Amory Lovins !
  20. 20. Source: Loup Niboyet! www.futerra.co.uk !
  21. 21. www.futerra.co.uk !
  22. 22. www.futerra.co.uk !
  23. 23. We are not blindly opposed to progress… we are opposed to blind progress! John Muir! ! www.futerra.co.uk !
  24. 24. ‘A Kodak moment’ will become synonymous with situations when businesses or whole sectors of the economy are in flat denial of dramatically shifting circumstances… www.futerra.co.uk !
  25. 25. www.futerra.co.uk ! 25
  26. 26. “What should our sustainability strategy in business strategy be be in the context of our the context of sustainability?”! business?”! ! www.futerra.co.uk !
  27. 27. THE  GOLDEN  CIRCLE   WWW.FUTERRA.CO.UK!
  28. 28. Unknown, unknowns! ! www.futerra.co.uk !
  29. 29. After nourishment, shelter and companionship, stories are the thing we need most in the world. ! Philip Pullman! www.futerra.co.uk !
  30. 30. www.futerra.co.uk !
  31. 31. THE  SIZZLE  
  32. 32. Source www.futerra.co.uk !
  33. 33. Source www.futerra.co.uk !
  34. 34. Source www.futerra.co.uk !
  35. 35. Source www.futerra.co.uk !
  36. 36. Source www.futerra.co.uk !
  37. 37. Beware! The bystander effect!
  38. 38. All things are ready if our minds be so.! William Shakespeare! ! www.futerra.co.uk !
  39. 39. Thank you! Ed Gillespie! @frucool! ! @futerra! www.futerra.co.uk! ! www.futerra.co.uk !

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