What's the criteria? Who would care and why? What's the story behind the numbers? Who will validate it? What's the trajectory? You need to ask yourself these questions when you are writing content for your LinkedIn pages and ask yourself if you are really being authentic about your storytelling.
How to build effective relations with ICT market industry analists as presented for the Software VOC community of Nederland ICT on May 15, 2013.
Topics covered:
1. Who are the key ICT Industry Market analysts?
2. What do they do?
3. Why should you work with them?
4. When should you pay them?
5. What are the best practices for working with them?
Duncan Chapple - Early and late Cool Vendors: a comparisonDuncan Chapple
Presentation at the Gartner Observatory forum, with notes promoted into interstitial slides. The survey presents the responses of around 300 firms that have been awarded the Cool Vendor designation by Gartner Inc.
2021 Analyst Relations Forum - AR Transformation, One Year OnDuncan Chapple
I was delighted to join my Analyst Observatory colleagues Robin Schaffer and Sarah Shamouelian for 2021’s Analyst Relations Forum: “AR Transformation, One Year On”. A year earlier, the three of us spoke at the 2021 Forum about Gartner’s production that 40% of AR teams will be renamed by 2025. One year later, we asked: what’s the change so far?
Book Preview, Organization Horsepower: Thinking Like a Motorcycle Racing TeamHarrison Withers
Business can be abstract and detached. By comparison, motorcycle racing is primal and visceral, and has an unmistakable goal.
Harrison Withers, expert talent development consultant and amateur motorcycle racer, has cleverly brought those two worlds together, finding unique parallels between concepts of business and those of motorcycle racing. He views the relationship between the two through the lens of technology, people, and performance. It all starts with the motivation to engage why business practitioners and racers alike not only accept the risk, but embrace and ultimately love it.
Analogies abound between business and racing: Where people fit on the team, how performance is measured, how it is improved, and how to put predictive models into practice; competitive class structures, organizational design, the role of simulation in testing and practice, and race-day execution.
Harrison's thoughts bring to light some connections we've never thought of before and in so doing given us a fresh perspective on business. Book foreword by Erik Buell, motorcycling legend and managing member of Erik Buell Racing.
People Analytics - Are we behind in Europe?David Green
My presentation at HR Tech World (now UNLEASH) in Amsterdam in October 2017 presents findings from a study of HR Analytics readiness comparing Europe to the rest of the world.
Building Partnership to Tell Great StoriesWilliam Gaker
Building Partnership to Tell Great Stories was a keynote I gave at the Talent Management Alliance Conference in 2013.
The topic covered my training approach for helping HR Business Partners learn to leverage the products and services of new analytics teams in HR.
A slide deck from a keynote at:
The Talent Management Alliance Conference
Las Vegas, NV
May 2013
Banks have used automation to remove friction points for customers to great success. However, automation cannot replicate human interaction, which is more important when it comes to making big financial decisions. Banks have addressed convenience and are working on trust, building customers’ confidence comes next. This will require highly-skilled humans, with automation supporting them behind the scenes.
In this session, you will learn:
The importance of emotionally connecting with customers
The role the branch can play in creating these connections
The new tools available to respond to the fast pace changes in the marketplace
How to build effective relations with ICT market industry analists as presented for the Software VOC community of Nederland ICT on May 15, 2013.
Topics covered:
1. Who are the key ICT Industry Market analysts?
2. What do they do?
3. Why should you work with them?
4. When should you pay them?
5. What are the best practices for working with them?
Duncan Chapple - Early and late Cool Vendors: a comparisonDuncan Chapple
Presentation at the Gartner Observatory forum, with notes promoted into interstitial slides. The survey presents the responses of around 300 firms that have been awarded the Cool Vendor designation by Gartner Inc.
2021 Analyst Relations Forum - AR Transformation, One Year OnDuncan Chapple
I was delighted to join my Analyst Observatory colleagues Robin Schaffer and Sarah Shamouelian for 2021’s Analyst Relations Forum: “AR Transformation, One Year On”. A year earlier, the three of us spoke at the 2021 Forum about Gartner’s production that 40% of AR teams will be renamed by 2025. One year later, we asked: what’s the change so far?
Book Preview, Organization Horsepower: Thinking Like a Motorcycle Racing TeamHarrison Withers
Business can be abstract and detached. By comparison, motorcycle racing is primal and visceral, and has an unmistakable goal.
Harrison Withers, expert talent development consultant and amateur motorcycle racer, has cleverly brought those two worlds together, finding unique parallels between concepts of business and those of motorcycle racing. He views the relationship between the two through the lens of technology, people, and performance. It all starts with the motivation to engage why business practitioners and racers alike not only accept the risk, but embrace and ultimately love it.
Analogies abound between business and racing: Where people fit on the team, how performance is measured, how it is improved, and how to put predictive models into practice; competitive class structures, organizational design, the role of simulation in testing and practice, and race-day execution.
Harrison's thoughts bring to light some connections we've never thought of before and in so doing given us a fresh perspective on business. Book foreword by Erik Buell, motorcycling legend and managing member of Erik Buell Racing.
People Analytics - Are we behind in Europe?David Green
My presentation at HR Tech World (now UNLEASH) in Amsterdam in October 2017 presents findings from a study of HR Analytics readiness comparing Europe to the rest of the world.
Building Partnership to Tell Great StoriesWilliam Gaker
Building Partnership to Tell Great Stories was a keynote I gave at the Talent Management Alliance Conference in 2013.
The topic covered my training approach for helping HR Business Partners learn to leverage the products and services of new analytics teams in HR.
A slide deck from a keynote at:
The Talent Management Alliance Conference
Las Vegas, NV
May 2013
Banks have used automation to remove friction points for customers to great success. However, automation cannot replicate human interaction, which is more important when it comes to making big financial decisions. Banks have addressed convenience and are working on trust, building customers’ confidence comes next. This will require highly-skilled humans, with automation supporting them behind the scenes.
In this session, you will learn:
The importance of emotionally connecting with customers
The role the branch can play in creating these connections
The new tools available to respond to the fast pace changes in the marketplace
How AI could BREAK "recruiting for diversity"James Grant
James Grant of Weavee speaks at Recruiter Day 2018 in Luxembourg on the topic of AI (Artificial Intelligence) and diversity. Along with offering tips on the subject and suggestions on how to drive corporate diversity efforts using technology to reduce unconscious bias.
Driving business value with Organisational Network AnalysisDavid Green
A copy of my slides from the inaugural SHRM Tech EMEA conference held in Dubai from 24-25 February. The brief from my speech on how companies are using Organisational Network Analysis to identify insights that drive business value is below.
BRIEF
People analytics is increasingly being used by companies to help provide insights that drive performance, productivity and innovation as well as employee experience and collaboration. Organizational Network Analysis (ONA) is at the fulcrum of much of these efforts and is a technique that many analytics and HR professionals want to learn more about. In his presentation, David will present research, case studies and guidance covering both active and passive data sources that will help demystify ONA and demonstrate how in combination with people analytics it can help improve both business outcomes and employee experience.
The role of Organisational Network Analysis in People AnalyticsDavid Green
Copy of my slides from my presentation at UNLEASH in Las Vegas on 15 May 2018
People analytics is increasingly being used by analytically advanced companies to help drive productivity, performance, innovation and collaboration. Organisational Network Analysis (ONA) is at the fulcrum of much of these efforts and is a technique that many analytics and HR professionals want to learn more about. This presentation features research, case studies and guidance covering both active and passive data sources that will demystify ONA and demonstrate how in combination with people analytics it can help improve both business outcomes and employee experience.
Policing organizations face the same data access challenges as other organizations. Large volumes of siloed data make getting a full 360 understanding of existing connections and patterns difficult.
Join us for a round table discussion of how the Toronto Police Service is better serving their community through deploying a unified intelligent data platform.
People Analytics: Market Trends & InnovationsDavid Green
My presentation at the inaugural HR Tech World in the US from June 2017 covering three trends in the people analytics space:
- New and emerging data sources
- The consumerisation of HR
- Ethics, trust and privacy
[Webinar] Intelligent Policing. Leveraging Data to more effectively Serve Com...Lucidworks
Policing in the next decade is anticipated to be very different from historical methods. More data driven, more focused on the intricacies of communities they serve and more open and collaborative to make informed recommendations a reality. Whether its social populations, NIBRS or organization improvement that’s the driver, the IT requirement is largely the same. Provide 360 access to large volumes of siloed data to gain a full 360 understanding of existing connections and patterns for improved insight and recommendation.
Join us for a round table discussion of how the Toronto Police Service is better serving their community through deploying a unified intelligent data platform.
Data innovation improves officers' engagement with existing data and streamlines investigation workflows by enhancing collaboration. This improved visibility into existing police data allows for a more intelligent and responsive police force.
In this webinar, we'll cover:
The technology needs of an intelligent police force.
How a Global Search improves an officer's interaction with existing data.
Featuring
-Simon Taylor, VP, Worldwide Channels & Alliances, Lucidworks
-Michael Cizmar, Managing Director, MC+A
-Ian Williams, Manager of Analytics & Innovation, Toronto Police Service
The role of People Analytics in recruitingDavid Green
The slides from my keynote at Social Recruiting Days in Berlin in September 2017.
The speech covered:
- What is people analytics and why is it growing in importance
- 'Best' practices of companies that are leading the way with people analytics
- Case studies from the likes of IBM, Cisco, LinkedIn and Virgin Media
- Trends in people analytics and digital HR
- Ethics, privacy and trust
There is also a video recording of the speech, which can be accessed here: https://www.youtube.com/watch?v=lk6ZK5vHdE0
Building for the future: Why predictive analytics matter nowWilliam Gaker
The field of people analytics is growing rapidly, but the majority of teams have been started within the last 5 years. As the field continues to grow, there is a need for a unified vision across the field for what the end product looks like. It is crucial to build a vision for your team centered around predictive analytics as you lay the foundation in the early days of your team. A unified team vision will give you a greater impact by creating role clarity, prioritizing your efforts, and building you brand within your organization.
Torin Ellis Diversity & Inclusion Starter KitDavid Green
Torin Ellis was a guest on my Digital HR Leaders podcast show in Summer 2020, and kindly provided his D&I Starter Kit for listeners to access.
You can listen to the Podcast at https://www.myhrfuture.com/digital-hr-leaders-podcast, and find out more about Torin at http://torinellis.com/
These are the supporting slides used in the May 2018 webinar organised by the University of Edinburgh Business School's Gartner Observatory and Kea Company. Here's a link to Gartner’s short podcast on 2017 Cool Vendors, which was mentioned.
https://www.gartner.com/podcasts/reshaping-the-future-gartner-2017-cool-vendors
Don't Forget the 'H' in HR: Ethics, Trust & People AnalyticsDavid Green
Ethics is arguably the most important part of people analytics and one of the biggest challenges facing practitioners. With people analytics teams increasingly looking to incorporate data from emerging technologies such as wearables and non-traditional (for HR) data sources like email and collaboration tools as well as the impending EU GDPR legislation, this challenge is set to grow. In this presentation, l combine research from the likes of the IBM Smarter Workforce Institute and Insight222, case studies from IBM, Cisco and Microsoft and guidance on how to build employee trust, grow capability and incorporate techniques such as Organisational Network Analysis.
Read the accompanying article: https://www.linkedin.com/pulse/dont-forget-h-hr-ethics-people-analytics-david-green/
Connected Experiences Are Personalized ExperiencesLucidworks
Many companies claim personalization and omnichannel capabilities are top priorities. Few are able to deliver on those experiences.
For a recent Lucidworks-commissioned study, Forrester Consulting surveyed 350+ global business decision-makers to see what gets in the way of achieving these goals. They discovered that inefficient technology, lack of behavioral insights, and failure to tie initiatives to enterprise-wide goals are some of the most frequent blockers to personalization success.
Join guest speaker, Forrester VP and Principal Analyst, Brendan Witcher, and Lucidworks CEO, Will Hayes, to hear the results of the Forrester Consulting study, how to avoid “digital blindness,” and how to apply VoC data in real-time to delight customers with personalized experiences connected across every touchpoint.
In this webinar, you’ll learn:
- Why companies who utilize real-time customer signals report more effective personalization
- How to connect employees and customers in a shared experience through search and browse
- How Lucidworks clients Lenovo, Morgan Stanley and Red Hat fast-tracked improvements in conversion, engagement and customer satisfaction
Featuring
- Will Hayes, CEO, Lucidworks
- Brendan Witcher, VP, Principal Analyst, Forrester
How to create more impact with People AnalyticsDavid Green
Slides from my presentation at UNLEASH in London on 20 March 2019.
The session brief is below:
People analytics offers tremendous potential to companies to support business strategy, improve productivity and performance, and personalise and enhance the employee experience.
In this session, I will present the key trends in people analytics, its role in helping to shape the future of work and provide examples of how organisations are using people analytics to create impact that drives business performance and a better workforce experience.
I will also outline the Nine Dimensions for Excellence in People Analytics model he created together with Jonathan Ferrar to help delegates understand how they can improve the impact, value and focus of their people analytics programs – whichever stage of the journey they are on.
How AI could BREAK "recruiting for diversity"James Grant
James Grant of Weavee speaks at Recruiter Day 2018 in Luxembourg on the topic of AI (Artificial Intelligence) and diversity. Along with offering tips on the subject and suggestions on how to drive corporate diversity efforts using technology to reduce unconscious bias.
Driving business value with Organisational Network AnalysisDavid Green
A copy of my slides from the inaugural SHRM Tech EMEA conference held in Dubai from 24-25 February. The brief from my speech on how companies are using Organisational Network Analysis to identify insights that drive business value is below.
BRIEF
People analytics is increasingly being used by companies to help provide insights that drive performance, productivity and innovation as well as employee experience and collaboration. Organizational Network Analysis (ONA) is at the fulcrum of much of these efforts and is a technique that many analytics and HR professionals want to learn more about. In his presentation, David will present research, case studies and guidance covering both active and passive data sources that will help demystify ONA and demonstrate how in combination with people analytics it can help improve both business outcomes and employee experience.
The role of Organisational Network Analysis in People AnalyticsDavid Green
Copy of my slides from my presentation at UNLEASH in Las Vegas on 15 May 2018
People analytics is increasingly being used by analytically advanced companies to help drive productivity, performance, innovation and collaboration. Organisational Network Analysis (ONA) is at the fulcrum of much of these efforts and is a technique that many analytics and HR professionals want to learn more about. This presentation features research, case studies and guidance covering both active and passive data sources that will demystify ONA and demonstrate how in combination with people analytics it can help improve both business outcomes and employee experience.
Policing organizations face the same data access challenges as other organizations. Large volumes of siloed data make getting a full 360 understanding of existing connections and patterns difficult.
Join us for a round table discussion of how the Toronto Police Service is better serving their community through deploying a unified intelligent data platform.
People Analytics: Market Trends & InnovationsDavid Green
My presentation at the inaugural HR Tech World in the US from June 2017 covering three trends in the people analytics space:
- New and emerging data sources
- The consumerisation of HR
- Ethics, trust and privacy
[Webinar] Intelligent Policing. Leveraging Data to more effectively Serve Com...Lucidworks
Policing in the next decade is anticipated to be very different from historical methods. More data driven, more focused on the intricacies of communities they serve and more open and collaborative to make informed recommendations a reality. Whether its social populations, NIBRS or organization improvement that’s the driver, the IT requirement is largely the same. Provide 360 access to large volumes of siloed data to gain a full 360 understanding of existing connections and patterns for improved insight and recommendation.
Join us for a round table discussion of how the Toronto Police Service is better serving their community through deploying a unified intelligent data platform.
Data innovation improves officers' engagement with existing data and streamlines investigation workflows by enhancing collaboration. This improved visibility into existing police data allows for a more intelligent and responsive police force.
In this webinar, we'll cover:
The technology needs of an intelligent police force.
How a Global Search improves an officer's interaction with existing data.
Featuring
-Simon Taylor, VP, Worldwide Channels & Alliances, Lucidworks
-Michael Cizmar, Managing Director, MC+A
-Ian Williams, Manager of Analytics & Innovation, Toronto Police Service
The role of People Analytics in recruitingDavid Green
The slides from my keynote at Social Recruiting Days in Berlin in September 2017.
The speech covered:
- What is people analytics and why is it growing in importance
- 'Best' practices of companies that are leading the way with people analytics
- Case studies from the likes of IBM, Cisco, LinkedIn and Virgin Media
- Trends in people analytics and digital HR
- Ethics, privacy and trust
There is also a video recording of the speech, which can be accessed here: https://www.youtube.com/watch?v=lk6ZK5vHdE0
Building for the future: Why predictive analytics matter nowWilliam Gaker
The field of people analytics is growing rapidly, but the majority of teams have been started within the last 5 years. As the field continues to grow, there is a need for a unified vision across the field for what the end product looks like. It is crucial to build a vision for your team centered around predictive analytics as you lay the foundation in the early days of your team. A unified team vision will give you a greater impact by creating role clarity, prioritizing your efforts, and building you brand within your organization.
Torin Ellis Diversity & Inclusion Starter KitDavid Green
Torin Ellis was a guest on my Digital HR Leaders podcast show in Summer 2020, and kindly provided his D&I Starter Kit for listeners to access.
You can listen to the Podcast at https://www.myhrfuture.com/digital-hr-leaders-podcast, and find out more about Torin at http://torinellis.com/
These are the supporting slides used in the May 2018 webinar organised by the University of Edinburgh Business School's Gartner Observatory and Kea Company. Here's a link to Gartner’s short podcast on 2017 Cool Vendors, which was mentioned.
https://www.gartner.com/podcasts/reshaping-the-future-gartner-2017-cool-vendors
Don't Forget the 'H' in HR: Ethics, Trust & People AnalyticsDavid Green
Ethics is arguably the most important part of people analytics and one of the biggest challenges facing practitioners. With people analytics teams increasingly looking to incorporate data from emerging technologies such as wearables and non-traditional (for HR) data sources like email and collaboration tools as well as the impending EU GDPR legislation, this challenge is set to grow. In this presentation, l combine research from the likes of the IBM Smarter Workforce Institute and Insight222, case studies from IBM, Cisco and Microsoft and guidance on how to build employee trust, grow capability and incorporate techniques such as Organisational Network Analysis.
Read the accompanying article: https://www.linkedin.com/pulse/dont-forget-h-hr-ethics-people-analytics-david-green/
Connected Experiences Are Personalized ExperiencesLucidworks
Many companies claim personalization and omnichannel capabilities are top priorities. Few are able to deliver on those experiences.
For a recent Lucidworks-commissioned study, Forrester Consulting surveyed 350+ global business decision-makers to see what gets in the way of achieving these goals. They discovered that inefficient technology, lack of behavioral insights, and failure to tie initiatives to enterprise-wide goals are some of the most frequent blockers to personalization success.
Join guest speaker, Forrester VP and Principal Analyst, Brendan Witcher, and Lucidworks CEO, Will Hayes, to hear the results of the Forrester Consulting study, how to avoid “digital blindness,” and how to apply VoC data in real-time to delight customers with personalized experiences connected across every touchpoint.
In this webinar, you’ll learn:
- Why companies who utilize real-time customer signals report more effective personalization
- How to connect employees and customers in a shared experience through search and browse
- How Lucidworks clients Lenovo, Morgan Stanley and Red Hat fast-tracked improvements in conversion, engagement and customer satisfaction
Featuring
- Will Hayes, CEO, Lucidworks
- Brendan Witcher, VP, Principal Analyst, Forrester
How to create more impact with People AnalyticsDavid Green
Slides from my presentation at UNLEASH in London on 20 March 2019.
The session brief is below:
People analytics offers tremendous potential to companies to support business strategy, improve productivity and performance, and personalise and enhance the employee experience.
In this session, I will present the key trends in people analytics, its role in helping to shape the future of work and provide examples of how organisations are using people analytics to create impact that drives business performance and a better workforce experience.
I will also outline the Nine Dimensions for Excellence in People Analytics model he created together with Jonathan Ferrar to help delegates understand how they can improve the impact, value and focus of their people analytics programs – whichever stage of the journey they are on.
This is a presentation that I received from David Moosa Pidcock and here I am sharing the same with permission from David. This is an important source for anyone interested in history of wars, nature of political developments and future course of history.
This presentation argues for adoption of inter-faith monotheistic commons. A textual description is partly reflected in the document on agenda for ecologically safe cities.
Social networking learnings & opportunities web innovation conference, bangal...Rohit Varma
A presentation I made at The Web Innovation conference in 2007. Based largely on my experience as CEO of Indian social networking startup Yo4ya.com. I take a shot at describing what sorts of social networks can succeed.
Nurturing the IT Committee Lead: Is Marketing Helping or Hurting?LinkedIn
This sneak preview of the latest LinkedIn IT research was presented during our 2014 Tech Roadshow. Learn more about how tech brands should build trust and credibility with IT Committee members on LinkedIn.
Webinar: From Hurting to Helping: How to Earn Quality IT Leads with Trust LinkedIn
Are your content marketing efforts truly building trust and credibility with the IT Committee -- the diverse group of decision makers who influence tech buying decisions? The type of content you share, who it comes from, and how you gate it impacts your lead generation efforts.
Join us as we present new research that shows how IT marketers can avoid common mistakes and build meaningful relationships with the IT Committee on social media. You'll learn how to:
- Develop the trust and credibility to earn quality leads
- Leverage the expertise within your company to provide valuable content
- Start the sales cycle on the IT Committee's schedule to avoid turning off leads before they convert
In 2013 LinkedIn launched global research with comScore, The Social Bridge to the IT Committee, which identified an influential group of tech decision makers, called the IT Committee. This research looked at why the IT Committee are using social media to inform their purchasing decisions, and why marketers need to engage them on social.
This research showed how critical it is that we change as fast as possible or continue to hurt the growth potential of our companies. As well as the ability to retain clients.
This year we wanted to understand how IT marketers can best educate and engage the IT Committee through content that is truly valuable.
What Content Do Tech Professionals Prefer? [Infographic]LinkedIn
Dive into the personas of the technology audience and how to achieve content effectiveness with this cohort. Explore:
- What content motivates technology professionals
- Who they share content with and look to for thought leadership
- The types of content are key to cultivating interest
- What media is most engaging and effective
The Evolution of HR: Embrace an Analytics Mindset to Unlock HR’s PotentialCornerstone OnDemand
Highlights:
• Approaches for developing an analytics mindset and a culture of curiosity about talent
• The art of interpreting and visualizing analytics outcomes
• How to craft a compelling story to drive change, starting with where you are today and how to achieve the talent future state
Sydney Tech Breakfast: Presenting the Social Bridge to the IT CommitteeLinkedIn
New Australian research from LinkedIn, Starcom MediaVest Group, and comScore about social and the technology vertical. As presented by Mike Weir, LinkedIn Global Head of Technology at the Tech Breakfast in Sydney on October 2nd.
How Thought Leadership Impacts Demand GenerationLinkedIn
What makes thought leadership valuable and how does that translate into measurable business impact? New research from LinkedIn and Edelman provide definitive answers for B2B marketers.
Many of us intuitively know that thought leadership is valuable, but how valuable is it, and at what stages of the buying journey does it deliver impactful results?
Kelly Kyer, Global Director, Technology Vertical Marketing at LinkedIn and Phil Gomes, SVP of U.S. B2B Digital at Edelman explore these questions, and:
-- Dive into key findings from our latest research surveying 1,300 business decision-makers and C-suite executives on how thought leadership influences their own purchase behavior.
-- Present compelling data that justifies the value of thought leadership, especially when marketers today underestimate its value to the bottom line.
-- Propose how to take action and craft compelling content that keeps clients and prospects aware of industry trends.
Thought Leadership: Positioning Yourself as an Expert in the MarketplaceDana Vanden Heuvel
Presentation to the Sheboygan Chamber of Commerce on 12/17 at their program: FOCAL POINT: Thought Leadership: Positioning Yourself as an Expert in the Marketplace.
Foundry's 2022 Customer Engagement study provides insight into the content types and vendor engagement preferences of IT decision-makers as organizations advance their use of technology to improve customer experiences and streamline processes.
Similar to Authentic Storytelling - Getting Out of Our Own Way (20)
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
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- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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2. What gets in the way
Bastardization of “leadership”
Hype and hyperbole
Corporate narcissism
What unlocks your potential
Compelling narratives
Viral questions
Being in service of something
Evidence this approach works
Today’s Download
6. 6
Market Leadership Gartner’s Real
“Magic” Quadrant
What’s the criteria?
Who would care,
and why?
What’s the story
behind the numbers?
Who will validate it?
What’s the trajectory?
16. 16
THE FIVE-CHAPTER STORY MODEL
Chapter 1:
The world has
changed
Chapter 2:
Change creates
challenges
Chapter 3:
A shift in thinking
Chapter 4:
Enter the hero
Chapter 5:
The viral question
23. 23 Proprietary Confidential
88%
86%
85%
85%
85%
79%
75%
73%
69%
54%
52%
41%
Industry analyst reports
Word-of-mouth from peers
Financial analyst reports
Private consultation with expert
Corporate websites
Live events and conferences
Traditional print news sources and their…
Online news sources that do not have an…
Broadcast news
Blogs
Comments posted on social
Twitter
Total N=813
89%
88%
84%
84%
83%
82%
80%
80%
73%
60%
54%
43%
Industry analyst reports
Word-of-mouth from peers
Financial analyst reports
Private consultation with expert…
Corporate websites
Traditional print news sources
Online news sources that do not have…
Live events and conferences
Broadcast news
Blogs
Comments posted on social networking…
Twitter
Sources of Information for Vendor Selection
When considering a large business-to-business purchase, how valuable do you find the following sources of information
in determining which vendors you will…
Percent reporting that source is valuable
…ultimately select?…include in a request for proposal (RFP) or product pitch?
24. 24 Proprietary Confidential
57%
47%
41%
36%
32%
31%
28%
14%
It poses a thought-provoking question around a
timely topic
It features a challenge or problem I am currently
facing
It is simple and easy for me to contribute to an
ongoing dialogue
It features hard data or statistics
I know my feedback will be seen
The piece is something easy for me to comment on
The content is entertaining and fun to read
It features a famous brand, celebrity or some name
I recognize
Total N=761
Reasons for Commenting Online
Which of the following reasons describe why you post replies, comments, or contribute your
thoughts to news articles, stories or other pieces of content that you view?
25. 25
SAMPLE VIRAL QUESTIONS
• What’s the real problem here?
• What shift in thinking would help?
• What myths need to be challenged?
• What strategic questions should we be asking?
• What role do I play in all of this?
• What’s possible for us when we solve this?
• What is the cost of doing nothing?
• What does the next step forward look like?
25
This morning I’d like to talk about what’s NOT awesome about the modern state of marketing and communications in the tech sector.
What gets in the way
Bastardization of “leadership”
Hype and hyperbole
Corporate narcissism
And then after clearing the bracken for a bit, I want to get back into what CAN BE and often IS awesome about tech marketing and communications, and that’s around the modern potential for storytelling.
What unlocks your story
Compelling narratives
Viral questions
Being in service of something
And then time permitting, I’d be happy to share what research my organization has conducted in this area, and then open it up to a few questions. Whatever we don’t have time to cover this morning, I’d be more than happy to continue in offline conversations.
Because truly, marketing and communications remains primarily an exercise in RELATIONSHIPS, and DIALOGUE and ENGAGEMENT. But all three of those things hinge on one core attribute. And before we go any farther, I’d like to level-set on that core attribute, which is …
AUTHENTICITY.
This is a thai buddhist monk who’s deep into the practice of Yantra tattoo, or sak yant. Tattoo comes from a word that means “to tap”, which is how old school tattoos are made. These tattoos represent deeply held mystical beliefs. They are painstakingly considered and thought through before applied, and every dot, every pigment, carries with it deep meaning. These tattoos change what people believe they are capable of in the world. Some sak yant tattoos are said to bestow protection, and there are stories of ancient warriors covered in these tattoos who could deflect arrows simply with the conviction and courage inked into their flesh. Other sak yant tattoos are said to enhance certain skills and abilities, making one an excellent healer or an excellent teacher or an excellent builder. And no two set of tattoos are the same.
Which means you don’t get a sak yant tattoo lightly. More than anything, these tattoos are an expression of your true self, your higher self, your authentic self. And the peace of mind, harmony and strength that comes from wearing you who are on your skin … it’s impressive when you see it in person.
So what’s the connection between this and tech marketing?
We seem to forget that when we talk about branding, the original use of the term brand was to refer to a red-hot piece of iron twisted into a particular shape that you seared into the side of a living animal to communicate who it belonged to. It’s PERMANENT. It’s supposed to MEAN something.
And like the sak yant tattoos, a brand carries with it a PROMISE, but also an INVITATION TO A RELATIONSHIP. And without an AUTHENTIC REFLECTION of who you are, what you’re about, what you BELIEVE IN (and we’ll come back to that later), people don’t really know what they’re being asked to be in relationship WITH.
Think of this way. Anybody who meets this gentleman on the streets in Thailand, and who sees his tattoos and knows what their about, and sees the smile on this man’s face, instantly has an awful lot of information about this guy and what he’s about. Having met only a few people like this in my life, I have to say it’s easy to decide, fairly quickly, what kind of relationship you want to have with this sort of person.
Authenticity is the foundation for everything else we do in marketing and communication. But all too often, we’re blown off our center of authenticity by the pressure to succeed. And nowhere are the hurricanes of hyperbole more horrific than when it comes to that granddaddy of all buzzwords, the center square of buzzword bingo, LEADERSHIP.
One of the most overused clichés in all of tech marketing is around leadership. All too often, companies claim to be “the leading provider of” their category or “a leader in” the latest trend without giving much thought to what that leadership actually means or why their audience ought to care.
The prevalence of “leader” as a buzzword has an unfortunate side effect: the bastardization of leadership as a concept. Market leadership, thought leadership, and technology leadership need to mean something in order for the tech sector to thrive. The dilution of their meaning ultimately hinders growth and perpetuates a view of PR as less strategic, less valuable and less honest than it really is.
What’s worse, we’re turning “leader” into a self-appointed accolade that runs counter to everything leadership is supposed to mean. Real leaders derive their strength and influence from being in service of something greater than themselves. Market leaders act in service of their customers. Thought leaders act in service of deeper understanding. Technology leaders act in service of innovation and expanding the boundaries of human potential. And team leaders act in service of the shared vision that inspires and guides their tribe. When a company loses sight of what leadership is really about, they begin the journey into obsolescence.
With that in mind, here are some ideas for bringing meaning and impact back into the leadership discussion.
Market Leadership. It’s easy enough for anybody to claim leadership in any given space. What’s not so easy, but absolutely vital, is to quantify and validate leadership using evidence your audience will value without a lot of extra explanation. That’s why things like Gartner Magic Quadrants and Forrester Waves work—the criteria for leadership are grounded in customer wants and needs and published transparently. As a result, positive placement on one of their graphs means something specific. Without that specificity, those reports would lose their impact—and the same goes for those of us who use the term “market leader” in our marketing. So here are a few options for quantifying the terms of market leadership:
Revenue. Most who can use this option, do. But being biggest or richest doesn’t always mean being best. The story needs to be about what revenue leadership lets companies do for their customers, not just what their customers’ money has done for them.
Customers. Having the most customers overall, the highest caliber of customers, or even a high success rate with a particular kind of customer is useful validation. But again, what matters more is why those customers chose the vendor and solution they did. Context matters.
Reputation and ranking. Winning awards and securing the validation of industry analysts carries a lot of weight. To turn ratings into revenues, companies must be ready to explain how the criteria and assumptions behind the accolades apply to their specific needs.
Market Leadership. It’s easy enough for anybody to claim leadership in any given space. What’s not so easy, but absolutely vital, is to quantify and validate leadership using evidence your audience will value without a lot of extra explanation. That’s why things like Gartner Magic Quadrants and Forrester Waves work—the criteria for leadership are grounded in customer wants and needs and published transparently. As a result, positive placement on one of their graphs means something specific. Without that specificity, those reports would lose their impact—and the same goes for those of us who use the term “market leader” in our marketing. So here are a few options for quantifying the terms of market leadership:
Revenue. Most who can use this option, do. But being biggest or richest doesn’t always mean being best. The story needs to be about what revenue leadership lets companies do for their customers, not just what their customers’ money has done for them.
Customers. Having the most customers overall, the highest caliber of customers, or even a high success rate with a particular kind of customer is useful validation. But again, what matters more is why those customers chose the vendor and solution they did. Context matters.
Reputation and ranking. Winning awards and securing the validation of industry analysts carries a lot of weight. To turn ratings into revenues, companies must be ready to explain how the criteria and assumptions behind the accolades apply to their specific needs.
Technology Leadership. For smaller companies, challenger brands and companies in a new or emerging category, claiming to be the most innovative is a common technique. It attracts talent, boosts valuation ahead of an IPO or acquisition, and can even help convince marquis sales prospects to make a bet on an unproven company. But claims of technology leadership need to based on provable data points. A few useful ones include:
Intellectual property portfolio. How many patents and copyrights does the company hold? And who else in the industry is benefiting from them?
Investment in R&D. What industry challenges is the company tackling, and where is it investing money, time and resource to address them?
Ingredient plays. Where and how does this technology enable other technologies? How does it help customers increase ROI from technology bets they’ve already made?
Benefit to the ecosystem. Where and how does the company’s technology help adjacent players in its market add value? What win-win scenarios does it create? And why should the industry want to see this technology succeed?
Technology Leadership. For smaller companies, challenger brands and companies in a new or emerging category, claiming to be the most innovative is a common technique. It attracts talent, boosts valuation ahead of an IPO or acquisition, and can even help convince marquis sales prospects to make a bet on an unproven company. But claims of technology leadership need to based on provable data points. A few useful ones include:
Intellectual property portfolio. How many patents and copyrights does the company hold? And who else in the industry is benefiting from them?
Investment in R&D. What industry challenges is the company tackling, and where is it investing money, time and resource to address them?
Ingredient plays. Where and how does this technology enable other technologies? How does it help customers increase ROI from technology bets they’ve already made?
Benefit to the ecosystem. Where and how does the company’s technology help adjacent players in its market add value? What win-win scenarios does it create? And why should the industry want to see this technology succeed?
Team Leadership
Sadly, many of us have a knee-jerk skeptical reaction when we hear things like “we need a vision statement” or “don't’ we need a value statement?” And to a degree, that skepticism is warranted. All too often an exercise around creating a vision or values statement is reduced to a group grope in which everybody’s opinion is sandwiched into the world’s longest and least meaningful sentence. In short, it reads like a buzzword wordle coughed up by a corporate life coach and does everything but what it was meant to do, namely create focus and purpose.
After all, a strategy is not a strategy until it tells you what you’re not going to do. And being in service of something greater than yourself requires you to know—and articulate—what that is, and what that is not. That’s why the vision statement matters so much: it tells your group of highly talented by likely overworked people what they don’t need to spend their precious time doing. So here are a few practical pointers for engaging in team leadership as a tech PR professional:
Start with “why”. As Jeff Goldblum said in Jurassic Park, “Your scientists were so worried about whether or not they could, they didn’t stop to think whether or not they should.” Purpose matters. It attracts talent, engenders patience, and gives people a reason to want to see you succeed. Most of all, it calls forth the best in your team. So be clear about why your company does what it does, what win-win scenarios it creates, and what impact you’ll have.
Be clear about what you’re not. Especially for early stage companies, it’s hard to close the door on future opportunity if you’re not quite sure with how your market is going to take shape. But unless you’re clear with what opportunities you’re not going to pursue, you’re going to end up with a loose confederacy of distantly related teams and tactics.
Coach, don't dictate. This is tricky for those of us trained in client service who think we’re suppose to have all the right answers. But for team leaders, having all the right questions matters more. Choose to believe in your people and their ability to make the right call. See their full potential before they do, and ask the questions that wake them up. In short, coach.
Remember who works for whom. As a leader you work for your company. The cult of personality is a short-term strategy. True, many people enjoy working for a charismatic visionary who knows exactly what to do and say at all times. But too often that dominating figure casts a long shadow and inhibits talent development. So don’t try to be an Iron Man superhero, where yours is the only opinion that counts. Lead a league of X-Men, each with their own mutant power. See that power within them, nurture it, and remember that you work for them even more than they work for you.
Team Leadership
Sadly, many of us have a knee-jerk skeptical reaction when we hear things like “we need a vision statement” or “don't’ we need a value statement?” And to a degree, that skepticism is warranted. All too often an exercise around creating a vision or values statement is reduced to a group grope in which everybody’s opinion is sandwiched into the world’s longest and least meaningful sentence. In short, it reads like a buzzword wordle coughed up by a corporate life coach and does everything but what it was meant to do, namely create focus and purpose.
After all, a strategy is not a strategy until it tells you what you’re not going to do. And being in service of something greater than yourself requires you to know—and articulate—what that is, and what that is not. That’s why the vision statement matters so much: it tells your group of highly talented by likely overworked people what they don’t need to spend their precious time doing. So here are a few practical pointers for engaging in team leadership as a tech PR professional:
Start with “why”. As Jeff Goldblum said in Jurassic Park, “Your scientists were so worried about whether or not they could, they didn’t stop to think whether or not they should.” Purpose matters. It attracts talent, engenders patience, and gives people a reason to want to see you succeed. Most of all, it calls forth the best in your team. So be clear about why your company does what it does, what win-win scenarios it creates, and what impact you’ll have.
Be clear about what you’re not. Especially for early stage companies, it’s hard to close the door on future opportunity if you’re not quite sure with how your market is going to take shape. But unless you’re clear with what opportunities you’re not going to pursue, you’re going to end up with a loose confederacy of distantly related teams and tactics.
Coach, don't dictate. This is tricky for those of us trained in client service who think we’re suppose to have all the right answers. But for team leaders, having all the right questions matters more. Choose to believe in your people and their ability to make the right call. See their full potential before they do, and ask the questions that wake them up. In short, coach.
Remember who works for whom. As a leader you work for your company. The cult of personality is a short-term strategy. True, many people enjoy working for a charismatic visionary who knows exactly what to do and say at all times. But too often that dominating figure casts a long shadow and inhibits talent development. So don’t try to be an Iron Man superhero, where yours is the only opinion that counts. Lead a league of X-Men, each with their own mutant power. See that power within them, nurture it, and remember that you work for them even more than they work for you.
Team Leadership
Sadly, many of us have a knee-jerk skeptical reaction when we hear things like “we need a vision statement” or “don't’ we need a value statement?” And to a degree, that skepticism is warranted. All too often an exercise around creating a vision or values statement is reduced to a group grope in which everybody’s opinion is sandwiched into the world’s longest and least meaningful sentence. In short, it reads like a buzzword wordle coughed up by a corporate life coach and does everything but what it was meant to do, namely create focus and purpose.
After all, a strategy is not a strategy until it tells you what you’re not going to do. And being in service of something greater than yourself requires you to know—and articulate—what that is, and what that is not. That’s why the vision statement matters so much: it tells your group of highly talented by likely overworked people what they don’t need to spend their precious time doing. So here are a few practical pointers for engaging in team leadership as a tech PR professional:
Start with “why”. As Jeff Goldblum said in Jurassic Park, “Your scientists were so worried about whether or not they could, they didn’t stop to think whether or not they should.” Purpose matters. It attracts talent, engenders patience, and gives people a reason to want to see you succeed. Most of all, it calls forth the best in your team. So be clear about why your company does what it does, what win-win scenarios it creates, and what impact you’ll have.
Be clear about what you’re not. Especially for early stage companies, it’s hard to close the door on future opportunity if you’re not quite sure with how your market is going to take shape. But unless you’re clear with what opportunities you’re not going to pursue, you’re going to end up with a loose confederacy of distantly related teams and tactics.
Coach, don't dictate. This is tricky for those of us trained in client service who think we’re suppose to have all the right answers. But for team leaders, having all the right questions matters more. Choose to believe in your people and their ability to make the right call. See their full potential before they do, and ask the questions that wake them up. In short, coach.
Remember who works for whom. As a leader you work for your company. The cult of personality is a short-term strategy. True, many people enjoy working for a charismatic visionary who knows exactly what to do and say at all times. But too often that dominating figure casts a long shadow and inhibits talent development. So don’t try to be an Iron Man superhero, where yours is the only opinion that counts. Lead a league of X-Men, each with their own mutant power. See that power within them, nurture it, and remember that you work for them even more than they work for you.
Thought Leadership. Tech companies often need to make the leap from being seen as a vendor to being seen as a trusted advisor. One way to do this is to be the voice of reason around an emerging technology and help people distinguish hype from reality. But thought leadership backfires when it’s reduced to jumping on the latest buzzword bandwagon and substituting a product pitch for meaningful discussion. That’s why B&O applies the following litmus test for thought leadership:
Relevant. It addresses a technology or topic that’s already top of mind.
Useful. It deepens people’s understanding of that technology or topic, not just your own specific offering.
Provocative. It changes the way people think of that topic and challenges unhelpful assumptions that inhibit the creative use of the technology.
Inclusive. Rather than dominating the discussion as the lone voice, it invites constructive dialogue from the industry
Thought Leadership. Tech companies often need to make the leap from being seen as a vendor to being seen as a trusted advisor. One way to do this is to be the voice of reason around an emerging technology and help people distinguish hype from reality. But thought leadership backfires when it’s reduced to jumping on the latest buzzword bandwagon and substituting a product pitch for meaningful discussion. That’s why B&O applies the following litmus test for thought leadership:
Relevant. It addresses a technology or topic that’s already top of mind.
Useful. It deepens people’s understanding of that technology or topic, not just your own specific offering.
Provocative. It changes the way people think of that topic and challenges unhelpful assumptions that inhibit the creative use of the technology.
Inclusive. Rather than dominating the discussion as the lone voice, it invites constructive dialogue from the industry
All compelling narratives follow a universal story pattern that is rooted in Joseph Campbell’s Hero’s Journey …
The hero’s journey had 12 stages.
In corporate storytelling the pattern adjusts nicely into five chapters, each of which serves a function
Chapter 1 establishes your story as topical and timely. Ask yourself what existing trends you’re playing into. And realize your story could be told from different perspectives. Pick a lens through which to look at change: Economy? Technology? Industry? Human Behavior? Something else?
But all stories start with change. The players in the story are thrown out of their ordinary world. Classic FISH OUT OF WATER story.
Chapter 2 creates emotional voltage. Now you have to pick a persona and convey what the change means to THEM. Challenges exist on multiple levels—individual, departmental, organizational, industrial, national, global … just map it to something the audience would agree HURTS NOW.
Chapter 3 introduces THOUGHT LEADERSHIP. It recasts the challenge in a new way. It challenges assumptions and opens up new possibilities. And chapter 3 is best posed as a WHAT IF statement.
Chapter 4 now presents YOU and YOUR COMPANY and YOUR SOLUTION into the story, only now it’s in CONTEXT. Now you are clearly in service of something bigger than yourself. And THAT’S the defining characteristic of a hero. It’s not about you. It’s about your mission and what it can do for your audience.
Chapter 5 closes with a provocative, open-ended question that’s meant to drive dialogue and participation. Rather than dictate the benefits statement, rather than dictate the end of the story, leave it open to your audience to close it out with some guidance from you in the form of this question they ought to consider. Think of it as giving them a SMARTER QUESTION to ask themselves than the question they had in mind before.
The most important component of modern storytelling is THE VIRAL QUESTION
Messages alone are disconnected and not persuasive.
But when messages are put into the proper context, they can reveal some of the most compelling and meaningful narratives of our age.