The chemistry of story telling

5,764 views

Published on

Story telling such as of brand is analogous to chemical reactions. The presentation covers five lessons from this analogy

Published in: Business, Technology
6 Comments
23 Likes
Statistics
Notes
No Downloads
Views
Total views
5,764
On SlideShare
0
From Embeds
0
Number of Embeds
822
Actions
Shares
0
Downloads
92
Comments
6
Likes
23
Embeds 0
No embeds

No notes for slide

The chemistry of story telling

  1. Ali Anani
  2. ChemicalReactionsStory TellingHow aretheyrelated?
  3. Understandingthisrelationshipimproves theefficiency ofyour business
  4. Act 1 Act 2 Act 3Orientation Confrontation Resolution1st turning point 2nd turning pointThe three act of storytelling
  5. The timeline trajectory of story tellinglooks likeAct 1 Act 2 Act 3Orientation Confrontation ResolutionCrisis
  6. The timeline trajectory of chemicalreactionsAct 1 Act 2 Act 3Orientation ofreactantsCollision of reactants End product(s)Transitionstate
  7. So, chemical reactions mayserve as metaphors for storytelling
  8. If you want to tell the story of yourbrand, for example, what can you learnfrom chemical reactions?
  9. If themolecules arenot orientedthey shall notreactIf your brandmessage isnot orientedto thecustomers’needs, customers shallnot react
  10. If impurereactants areused, impureproducts shallbe obtainedLack oftransparencyof your brandmessagesshall not yieldthe rightreactionsfrom yourcustomers
  11. Chemicalreactantsneed differenttype ofvessels toaccommodatereactionconditionsYour targetgroupdeterminesthe packagingof your brandmessages
  12. Differencesamongreactantsdefine to agreat degreethe type andmechanism ofreaction(ionic, covalent,…)Thedifferencesbetweenclients andyour brandsmay needdifferentmechanismto react
  13. The rate ofreaction isdeterminedby thetransitionstate; thehigher itis, the longertime thereaction takesThe crisispeakdeterminesthe rate atwhich youwish yourcustomer toreactWhat to dothen?
  14. Chemists usecatalyst tospeed up thereactionWhat catalysta story tellermay use?
  15. Finding theright catalystis crucialFinding therightinfluencer isessential
  16. The catalystcould be achemicalFind theinfluencersthroughsocialnetworkanalysis
  17. The catalystcould be achemicalFind theinfluencersthroughsocialnetwork
  18. Theinfluencercould beintangibleStarbucks doesn’t want to just sell us acup of coffee; they want customers tobecome invested in their story, theambiance, the community. The goal isto become the “third place” forpeople (work, home andStarbucks). They say, for them, “It’sreally about human connection.”www.smashingmagazine.com/2010/01/29/better-user-experience-using-storytelling-part-one/
  19. Theinfluencercould beintangibleFind emotional bridges to connect toyour customers. The stronger a bridgeis, the stronger the bonding is
  20. Avoidbyproducts inchemicalreactionsAvoid sidereactions ofyour brandstory. Focusyourmessages
  21. Like youmanagehuman wasteYou managebrandingwastedefforts. Bestis toeliminate orreduce them
  22. The story of your brand is similar tochemical reactions. These reactions mayor may not produce the desired effectEmulate the successful chemical reactionsto strategize branding successfully

×