The Abundance of Choice

The Market Has Changed <ul><li>We
</li></ul><ul><li>Have </li></ul><ul><li>everything </li></ul><ul><li>we </li></ul><ul><li>NEED </li></ul><ul><li>So now, </li></ul><ul><li>we </li></ul><ul><li>buy what </li></ul><ul><li>we </li></ul><ul><li>WANT </li></ul>

What we want is determined
by what we believe … which is where storytelling comes into the picture

Stories <ul><li>Don’t tell facts, tell
stories </li></ul><ul><li>Stories make it easier to understand the world </li></ul><ul><li>Stories are the only way to spread an idea </li></ul>

You can determine if you…
Tell stories that become Irrelevant Tell stories that spread It all depends on how you tell it your story.

Can a pair (or many
pairs) of shoes really change your life?

YES <ul><li>If you believe they
can. </li></ul><ul><li>Facts are irrelevant – what matters is what the consumer thinks and believes </li></ul>

A Key Point <ul><li>The consumer
is not purchasing the physical product </li></ul><ul><li>The consumer is purchasing the feeling associated with the product </li></ul>

A Great Story… <ul><li>Is True
</li></ul><ul><li>Makes a Promise </li></ul><ul><li>Is Trusted </li></ul><ul><li>Are Subtle </li></ul><ul><li>Not factual but consistent and authentic </li></ul><ul><li>Fun, money, safety, shortcuts </li></ul><ul><li>Must earn credibility </li></ul><ul><li>Marketer tells himself the lie so the message is released progressively </li></ul>

A Great Story… <ul><li>Happens Fast
</li></ul><ul><li>Appeal to Senses </li></ul><ul><li>Aimed Specifically </li></ul><ul><li>Don’t Contradict Themselves </li></ul><ul><li>They sync with expectations upon first impressions and just click </li></ul><ul><li>Not to Logic </li></ul><ul><li>Stories that try to appeal to everyone, appeal to no-one </li></ul><ul><li>Because consumers are clever </li></ul>

Most importantly, <ul><li>A Great Story
agrees with </li></ul><ul><li>a consumer’s existing worldview </li></ul><ul><li>& </li></ul><ul><li>Needs to be told with </li></ul>(heart)

The Secret… <ul><li>1.) Their Worldview
and Frames got there before you did </li></ul><ul><li>-frame your story to accommodate it </li></ul><ul><li>-know that it can change over time </li></ul><ul><li>-your product should reinforce existing worldviews </li></ul>

The Secret… <ul><li>2.) People only
notice the new </li></ul><ul><li>- compare things to Status Quo </li></ul><ul><li>- we try to predict what’s coming next </li></ul><ul><li>Cognitive Dissonance – selective perception </li></ul>

The Secret… <ul><li>3.) First Impressions
</li></ul><ul><li>don’t know when it will happen which is why authenticity matters </li></ul><ul><li>99% -> no impression </li></ul><ul><li>The only solution to a bad first impression is strong personal interaction </li></ul>

The Secret… <ul><li>4.) Tell stories
you believe </li></ul><ul><li>Everything in the organization must support the story </li></ul><ul><li>Never be inconsistent or unclear </li></ul><ul><li>5.) Be Authentic </li></ul><ul><li>- Fraud is not the same as a Fib </li></ul>

Final Points <ul><li>Don’t compete with
an established story </li></ul><ul><li>Test for Authenticity by stepping in someone’s shoes </li></ul><ul><li>Otherwise, you will experience </li></ul><ul><li>http://www.youtube.com/watch?v=XCoaBN6iOu0 </li></ul><ul><li>You know you’ve succeeded when the story comes true! </li></ul>

Finito!