Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Crafting
Compelling Stories
or ni ng
Goo dM
     nk You
&T ha
Why are we here?
Why are we here?

What can be changed?
Why are we here?

What can be changed?

How?
Markets are
conversations
sla o
How did we


             it all up??
3
1
      Mistaking
     legibility for
    communication
2


    Bad examples
343 slides
3


    Bad advice
Words
            7%




Body           Tone
Language
55%            38%
7×7
Junk old learnings
Report   Story
exhaustive   dramatic



  Report       Story
Framework


  Topical        Narrative

   Data           Meaning

Information           Story

   Fact          Metaphor
exhaustive   dramatic



  Report       Story
exhaustive                  dramatic
             Presentation



  Report                      Story
             explana...
exhaustive                  dramatic
             Presentation



  Report                      Story
             explana...
Ignite
Emotions…


create attention
creates meaning




Attention…
creates memory




Meaning…
Tell me a fact and I’ll remember
Tell me a truth and I’ll believe
Tell me a story and I’ll put it in my
heart forever
The shortest distance between
   two people is a story!!
No!!new!stories
Just!‘Retold’
35 years of
   research
Voyage
  and             Overcoming
Return                the
                   monster



  Rebirt
          h

        ...
But...
1   Build up
               2   Crisis
                            3
                            Redemption
Not so FAST
Evidence   1   Use Specific Data
Evidence   1         Use Specific Data




           2      Different Types of Evidence

               ‣ Qualitative and Q...
Evidence   1       Use Specific Data




           2    Different Types of Evidence




           3   New & Different Infor...
Stories are
illustrations...
not proof.
1   Build up
               2   Crisis
                            3
                            Redemption
1
2
3
1    Situation or




2
    Complication




3
1    Situation or




2
    Complication




3
     Resolution
1    Situation or




2
    Complication




3
     Resolution



      Example /
      Evidence
1    Situation or




2
    Complication




3
     Resolution



      Example /
      Evidence
1Situation or




 2
 Complication




SCoRE
 3
  Resolution



   Example /
   Evidence
S   Generic
S   Generic
    Non-controversial
Co   State the problem
Co   State the problem
     Not a Question
R
            FROM   TO

    Think



     Do
E   Directly related
E   Directly related
    Hypothetical
E   Directly related
    Hypothetical
    Metaphor
Lets start building...
Resources




            !"
Whole New Mind
Dan Pink
The Seven Basic Plots
      Christopher Booker
Made to Stick
Chip & Dan Heath
COMING SOON



Presentation
  ROCKSTAR
Crafting Compelling Stories
Crafting Compelling Stories
Crafting Compelling Stories
Crafting Compelling Stories
Crafting Compelling Stories
Crafting Compelling Stories
Crafting Compelling Stories
Crafting Compelling Stories
Crafting Compelling Stories
Upcoming SlideShare
Loading in …5
×

Crafting Compelling Stories

6,305 views

Published on

This is the slide deck from my session on crafting presentations that deliver a compelling message. For the story to be compelling, it must create a sound business case that is foundationed on data and evidence and yet appeal to the right brain.

Published in: Education

Crafting Compelling Stories

  1. 1. Crafting Compelling Stories
  2. 2. or ni ng Goo dM nk You &T ha
  3. 3. Why are we here?
  4. 4. Why are we here? What can be changed?
  5. 5. Why are we here? What can be changed? How?
  6. 6. Markets are conversations
  7. 7. sla o
  8. 8. How did we it all up??
  9. 9. 3
  10. 10. 1 Mistaking legibility for communication
  11. 11. 2 Bad examples
  12. 12. 343 slides
  13. 13. 3 Bad advice
  14. 14. Words 7% Body Tone Language 55% 38%
  15. 15. 7×7
  16. 16. Junk old learnings
  17. 17. Report Story
  18. 18. exhaustive dramatic Report Story
  19. 19. Framework Topical Narrative Data Meaning Information Story Fact Metaphor
  20. 20. exhaustive dramatic Report Story
  21. 21. exhaustive dramatic Presentation Report Story explanatory
  22. 22. exhaustive dramatic Presentation Report Story explanatory
  23. 23. Ignite
  24. 24. Emotions… create attention
  25. 25. creates meaning Attention…
  26. 26. creates memory Meaning…
  27. 27. Tell me a fact and I’ll remember
  28. 28. Tell me a truth and I’ll believe
  29. 29. Tell me a story and I’ll put it in my heart forever
  30. 30. The shortest distance between two people is a story!!
  31. 31. No!!new!stories
  32. 32. Just!‘Retold’
  33. 33. 35 years of research
  34. 34. Voyage and Overcoming Return the monster Rebirt h 7 Rags t $$$$ o Comedy :-) Tragedy ;-( The Quest
  35. 35. But...
  36. 36. 1 Build up 2 Crisis 3 Redemption
  37. 37. Not so FAST
  38. 38. Evidence 1 Use Specific Data
  39. 39. Evidence 1 Use Specific Data 2 Different Types of Evidence ‣ Qualitative and Quantitative ‣ Multiple Arguments ‣ Causal Arguments ‣ Evidence your argument too!
  40. 40. Evidence 1 Use Specific Data 2 Different Types of Evidence 3 New & Different Information
  41. 41. Stories are illustrations...
  42. 42. not proof.
  43. 43. 1 Build up 2 Crisis 3 Redemption
  44. 44. 1 2 3
  45. 45. 1 Situation or 2 Complication 3
  46. 46. 1 Situation or 2 Complication 3 Resolution
  47. 47. 1 Situation or 2 Complication 3 Resolution Example / Evidence
  48. 48. 1 Situation or 2 Complication 3 Resolution Example / Evidence
  49. 49. 1Situation or 2 Complication SCoRE 3 Resolution Example / Evidence
  50. 50. S Generic
  51. 51. S Generic Non-controversial
  52. 52. Co State the problem
  53. 53. Co State the problem Not a Question
  54. 54. R FROM TO Think Do
  55. 55. E Directly related
  56. 56. E Directly related Hypothetical
  57. 57. E Directly related Hypothetical Metaphor
  58. 58. Lets start building...
  59. 59. Resources !"
  60. 60. Whole New Mind Dan Pink
  61. 61. The Seven Basic Plots Christopher Booker
  62. 62. Made to Stick Chip & Dan Heath
  63. 63. COMING SOON Presentation ROCKSTAR

×