Emotional Impact Through Storytelling

SlideINDEXDesignOrbit—©TroubleAugust20171

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Emotional impact
through storytelling
Design Orbit Storytelling Session

— One Level Up
— It’s the Story Stupid
— The Anatomy of a Story
— Find your inner Mike Wazowski
— Story Mining
Agenda
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Storytelling is
not a science,
it’s an art
Disclaimer
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"The entrepreneur’s challenge is to effectively communicate their
value proposition, not only to customers, but also to vendors,
partners, investors, and their own team.
Especially for technical founders, this is normally all about
presenting impressive facts.
But in reality facts only go so far. Stories often work better,
because humans don’t always make rational decisions."
— Martin Zwilling
Entrepreneurs Who Master Storytelling Win More

"Most people care the most about the
things that touch, move, and inspire them.
They make decisions based one motion, and
then look for the facts that support these
decisions.
— Martin Zwilling
Entrepreneurs Who Master Storytelling Win More

A philosophy
One Level Up

YOU
One level up
What you need to gain Where you need to look

YOU
PERSPECTIVE
PURPOSE
One level up

YOU
OUT IN THE WORLD
INSIDE YOURSELF
PERSPECTIVE
PURPOSE
One level up

YOU
OUT IN THE WORLD
INSIDE YOURSELF
PERSPECTIVE
PURPOSE
YOUR CHARACTER & YOUR STORY
One level up

— Clay Shirky

Creating emotional impact
It’s the Story,
Stupid!

Don’t tell it…
...show it
Facts are sacred. Opinions are free.

If you want to go
to the Moon, aim
for Mars.
Fascinated by Visionaries

Write down the things that always seem
to fascinate others about your project.
Select one as the most fascinating.
Your fascination
factors
5 min.
Exercise

The Anatomy
of a Story
Background on storytelling

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https://www.youtube.com/watch?v=Elk5eJxuOAo
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We remember stories
better than we
remember facts.
Why stories work
Using the structure of a classic epic tale, can enhance the drama and
make your listeners remember your product better.

x
X

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https://www.youtube.com/watch?v=yZxs_jGN7Pg
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· Usually not somebody you would expect to be a hero (Identification)
· Never flawless, but usually with great integrity and dedication (naivety)
· Able to form a rally cry (a cause) and gather a team of followers
· Never fights for personal gain, but to help the cause
· Creative in ways of overcoming obstacles
Why you should be more like Frodo

Beginning, Middle, End
Background, Conflict, Resolution

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How Elon build his Powerwall
presentation as a classic story
...and got people cheering for a battery
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1. Name the enemy
Musk’s villain: fossil fuels

2. Answer: Why now?
The Keeling Curve: growth of atmospheric CO2 concentration

3. Show the promised land before explaining how you’ll get there
Before saying anything about batteries, Musk describes his version of happily-ever-after:
a civilization powered by “this handy fusion reactor in the sky, called the Sun.”

4. Identify obstacles—then explain how you’ll overcome them
1. Obstacle: The amount of energy produced by solar panels varies throughout the day and night (thus the need for batteries)

2. Obstacle: Most people think the land area required for batteries to store enough energy to rid U.S. of fossil fuels would be
really huge (but according to Musk, it’s that tiny red dot in Texas)

3. Obstacle: Musk says that currently available batteries “suck” in seven specific ways

5. Present evidence that you’re not just blowing hot air
No grid, but still power...

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The Powerwall is not a
battery. It’s the
salvation of mankind!
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· You’re already a hero so just be your passionate self
· Be uncomfortably honest
· Tell stories about your trials and tribulations
· Give people a reason to love you and believe in your cause
· Leave them empowered to join you in your endeavours
What we can learn from fairytales (and Musk)

Write down:
– Who is the villain of your product or service?
– Why is this villain a threat and why do we need to act now?
– Who is the hero of your product or service?
– What obstacles do you need to overcome to succeed?
Your project as a
classic story
15 min.
Exercise

Find your inner
Mike Wazowski
Character

· It’s not about being perfect. It’s about being you! (and true to yourself)
· Just because others zig, it’s totally OK to zag!
· Everyone doing business today must be something utterly unique to make it. But most of all
you need to be relevant to cut through the noise from the old world. You need to be like Mike
Wazowski to succeed in the digital age.
Find your own voice!

Brand character
The character of
your voice

Innovative
Old school
Discreet
Expressive
Friendly
Athoritarian
Monologue
Dialogue
5 min.
Exercise

How to get started
Story Mining

A structured approach to storytelling
Mining. Lining.
Telling. Selling.

Storytelling funnelling process
Storymining
Storylining
Storytelling
Storyselling

Mining Lining Telling Selling
Story mining
— Story mining is finding all the different bits & pieces of your story
— Perfect stories has to be crafted and refined. They rarely just magically appear.
— Collect fragments & metaphors that could potentially go into the storyline
— The more the merrier: Personal stories, Research insights, News, Customers stories, Parallel stories (from other businesses), etc.
— Be sure to write them down as you find them

Stockpile Fragments
& Metaphors
"Finding the source material for good stories. The key is not to
expect to find a story fully born, perfectly framed, and ready to be
told, but to constantly stockpile fragments and metaphors that have
the potential to become stories."
— Peter Guber

Storylining
— Storylining is about how you structure your story
— Structure the best story bits into one storyline — a red thread – that goes through your presentation
— The storyline should be revolving around your purpose, perspective and offering
— The storyline could be a personal story that frames the entire presentation
— The storyline could also be a fictional fable, that will make us remember your story better

Get personal
The most effective story material comes from firsthand experience,
infused with your personal feelings and emotions."
— Peter Guber

Storytelling
— Storytelling is about how you express the story
— Find one simple concept for the narrative, that resonates with the broader audience you’re talking to
— Have a clear call to action. “What can I do to help?”

Every story needs to
move the audience
"Make sure your call to action resonates. Every story needs something
that will move the audience emotionally to hear your call to action.
This may mean finding a hero or a villain in the story, showing your
real passion and emotion, or describing the excitement and fear of
others.
— Peter Guber

Storyselling
— Storyselling is about how you present your story.
— Do you tell the story in a way that’s: Enthusiastic, Authentic, Emotional, Fascinating? Does it have Character? Perspective?
— Find a way of translating your style of presentation into different medias: A video, A Facebook post, A podcast, etc.

“Don’t give a speech.
Put on a show.”
— Paul Arden

A bit of
Background

A good list to start from
10 basic principles
for Storytelling

● Select the right story for the right audience. The most successful
storytellers are also attentive story listeners. They understand that
it’s more important to be interested in their listener than to appear
interesting. What does the audience want and need? Armed with this
insight, you can tailor a story that will achieve both your goals.
● Choose when the listener will be receptive. Getting to know your
audience also means figuring out the place and time where they will be
most receptive and least subject to interruption or distraction. They
need to be able to give you your full attention, so you need to look,
listen, and locate their optimal context.
● Finding the source material for good stories. The key is not to expect
to find a story fully born, perfectly framed, and read to be told, but
to constantly stockpile fragments and metaphors that have the
potential to become stories. The most effective story material comes
from firsthand experience, infused with your personal feelings and
emotions.
● Make sure your call to action resonates. Every story needs something
that will move the audience emotionally to hear your call to action.
This may mean finding a hero or a villain in the story, showing your
real passion and emotion, or describing the excitement and fear of
others.
● Get in the right state for your story. Getting in state isn’t just a
mental, emotional, or physical process; it’s all three. This state is
vital to telling a story because reading your intention is what
signals listeners to pay attention to you. Intentions speak louder
than words. Train both your body and your mind on your clear intention
to succeed.
● Tell the story with authentic contagious energy. Like intention,
authenticity and energy cannot be faked. If you are telling a story
you don’t believe in, your audience will sense it instantly. The good
news is that they will pick up just as instantly on your genuine
enthusiasm and conviction.
● Demonstrate vulnerability and perseverance. Everyone has something in
common with every other person, so open up and expose your fears and
concerns, allowing others to do likewise. The trick to perseverance
is not to eliminate fear, but to use it to ramp up your energy,
heighten your passion, and intensify your sense of urgency.
● Make the story experience interactive. You can make any business
story more memorable, resonant, and actionable by asking for input or
a response during the story, or getting an emotional interaction.
Engage the audience physically or verbally, which makes them feel
like part of your story, and that they have a stake in the outcome.
● Engage the senses of your audience. Scientists tell us that words
account for only the smallest part of human communication. The
majority is nonverbal, more than half based on what people see and
more than a third transmitted through tone of voice. The more the
audience feels the story in their bodies, the more positive they will
react to it.
● Listen actively with all your senses. Even when you make the story a
dialogue, rather than a monologue, how you listen as a teller is as
important to your success as the actual words you speak. You must
listen to gauge emotions, attention, and interest – moment to moment.
More engaged listeners will be more likely to heed your call to
action.
10 basic principles for storytelling

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— trouble.co
— @trouble_co
— facebook.com/troubleCo
— medium.com/trouble-stories
Looking for more Trouble?
Anders Emil Møller
anders@trouble.co
https://www.linkedin.com/in/andersemil/
Jakob Kahlen
jakob@trouble.co
https://www.linkedin.com/in/kahlen/
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Emotional Impact Through Storytelling

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