Business Storytelling and Soft Power - Training by Philippe Méda, Merkapt on business pitch for startups and innovative corporate projects.

1. STORYTELLING
Business Storytelling
& Soft Power Development.
Philippe Méda
@merkapt

2. Course Perspective
More than often, business education tends to consider business ventures as complex
mechanisms that can eventually be deconstructed and rebuilt to match a specific purpose.
This mechanistic view comes short at many levels. It’s for example quite obvious to see that
it’s not that often that the best designed, or well thought business ideas, eventually pull
through and become successful ventures.
One of the key skills of successful entrepreneurs is very symptomatic: they are
tremendously persuasive, and manage to create a solid, long-term commitment to their
business vision. Leaders such as Steve Jobs, or Richard Branson, have been well known for
projecting a œreality distortion field’ around them: a way of communicating their ideas, that
would eventually bend the most unapologetic competitor to their perspective.
If their personal charisma plays an obvious part in their way of communicating, it cannot be
reduced to that only. Most of them would spend weeks, if not months, preparing a one-
hour communication or demo. Nowadays, entrepreneurs need even more to be ultra
persuasive so as to leverage any interest in their market, secure funding, and most
importantly hire talented people.
This course will explain the key elements and techniques of oral and written
communication, in the perspective of creating a new venture as an entrepreneur ẃ in a for-
profit or non-profit perspective, or a new business unit as an intrapreneur in a large
corporation.
Business Pitch & Communication

3. "To me marketing is about values.
This is a very complicated world, it's a
very noisy world, and we're not going
to get a chance to get people to
remember very much about us, no
company is. So we have to be very
clear about what we want them to
know about us."
Steve JOBS, Think Different campaign
Telling Your Story

4. Why Do We Need Stories?
KEYNOTE
Investor’s PITCH
Business Plan
Shareholder’s Report
HARD FACTS
Reason
Facts
Projections
Accounts
Specifications
Metrics

5. STORY
1 min PITCH
TED Talk
Video Teaser
SOFT SKILLS
Emotions
Vision
Values
Instinct
Feelings
Empathy
KEYNOTE
Investor’s PITCH
Business Plan
Shareholder’s Report
HARD FACTS
Reason
Facts
Projections
Accounts
Specifications
Metrics
Why Do We Need Stories?

6. Most people care the most about the things
that touch, move, and inspire them. They make
decisions based on emotion, and then look for
the facts that support these decisions. Thus it
behooves every entrepreneur to learn how to
craft stories from their personal experience
and the world at large that make an emotional
connection, as well as tie in the facts.
Mark EVANS, Forbes
Why Do We Need Stories?

7. Is Your Hearth Racing Faster?

8. Is Your Hearth Racing Faster?

9. Your Reptilian Brain
seconds
Flee or Fight?
Friend or Foe?
Empathy?
2

10. Your Reptilian Brain
Happy
Sad
Angry
Surprise
Fear
Disgust

11. Mirror Neurons
Observation of an action, automatically triggers simulation of that action in the brain.

12. Where Were You?

13. The Power of Stories

14. The Power of Stories

17. The Power of Stories

18. The Power of Stories

19. « Hello, I'm a Mac » - 2006-2009 Apple Campaign
The Power of Stories

20. JapanUSUK
Personal & Cultural
The Power of Stories

21. Building a Meme
A meme (/ˈmiːm/ meem) is an idea, behavior, or
style that spreads from person to person within
a culture.
The word meme is a shortening (modeled on gene)
of mimeme (from Ancient Greek μίμημα Greek
pronunciation: [míːmɛːma] mīmēma, "imitated
thing", from μιμεῖσθαι mimeisthai, "to imitate",
from μῖμος mimos "mime") and it was coined by
the British evolutionary biologist Richard
Dawkins in The Selfish Gene (1976) as a concept
for discussion of evolutionary principles in
explaining the spread of ideas and cultural
phenomena.

22. Seeking compensation for a client who had lost both arms in an
accident, Moe Levine surprised the court and jury, who were
accustomed to long closing arguments, by painting a brief and
emotionally devastating picture instead:
As you know, about an hour ago we broke for
lunch. I saw the bailiff come and take you all as a
group to have lunch in the jury room. Then I saw
the defense attorney, Mr. Horowitz. He and his
client decided to go to lunch together. The judge
and court clerk went to lunch. So, I turned to my
client, Harold, and said « Why don’t you and I go
to lunch together? » We went across the street
to that little restaurant and had lunch.
(Significant pause.) Ladies and gentlemen, I just
had lunch with my client. He has no arms. He has
to eat like a dog. Thank you very much.
Levine reportedly won one of the largest settlements in the
history of the state of New York.
The Power of Stories

23. « The Force » - 2011 Volkswagen Commercial
The Power of Stories

24. Louis CK, Stand-up Comedian
The Power of Stories

25. Everything is a Remix
Kirby Ferguson

26. The Monomyth

27. The Hero with a Thousand Faces

28. The Hero’s Journey
Ordinary world
The problem
is hidden
1

29. The Hero’s Journey
Ordinary world
The problem
is hidden
1
2
3
Call to adventure
The problem manifests itself abruptly
Refusal of the call
Change is deemed to risky

30. The Hero’s Journey
Ordinary world
The problem
is hidden
Meeting the mentor
A key element is unlocked
and points a way out
1
2
3
4
5
6
Call to adventure
The problem manifests itself abruptly
Refusal of the call
Change is deemed to risky
Crossing the threshold
Innovation is acted
Test, allies, ennemies
Experiments are initiated
ORDINARY World
Core Market
SPECIAL World
Early Market

31. The Hero’s Journey
Reward
Innovation starts
to work and pay off
Ordinary world
The problem
is hidden
Meeting the mentor
A key element is unlocked
and points a way out
1
2
3
4
5
68
7
9
Call to adventure
The problem manifests itself abruptly
Refusal of the call
Change is deemed to risky
Crossing the threshold
Innovation is acted
Test, allies, ennemies
Experiments are initiated
The belly of the whale
Innovation is started
in the « garage »
Ordeal
Opponents helding
the status quo are confronted
ORDINARY World
Core Market
SPECIAL World
Early Market

32. The Hero’s Journey
Reward
Innovation starts
to work and pay off
Ordinary world
The problem
is hidden
Meeting the mentor
A key element is unlocked
and points a way out
The road back
The core market
is targeted
1
2
3
4
5
6
12
11
10
8
7
9
Call to adventure
The problem manifests itself abruptly
Refusal of the call
Change is deemed to risky
Crossing the threshold
Innovation is acted
Test, allies, ennemies
Experiments are initiated
The belly of the whale
Innovation is started
in the « garage »
Ordeal
Opponents helding
the status quo are confronted
Return with elixir
The innovation goes
mainstream
Resurrection
The final resistance is met
and overcome
ORDINARY World
Core Market
SPECIAL World
Early Market

33. The Hero’s Journey
Ordinary world
The problem is hidden
Meeting the mentor
A key element is unlocked
and points a way out
1
2
3
4
5
6
Call to adventure
The problem manifests itself abruptly
Refusal of the call
Change is deemed to risky
Crossing the threshold
Innovation is acted
Test, allies, ennemies
Experiments are initiated
1
2
3
4
5
6

34. The Hero’s Journey
Reward
Innovation starts
to work and pay off
The road back
The core market
is targeted
12
11
10
8
7
9
The belly of the whale
Innovation is started
in the « garage »
Ordeal
Opponents helding
the status quo are confronted
Return with elixir
The innovation goes mainstream
Resurrection
The final resistance is met
and overcome
9
8
7
12
11
10

35. You admire a hero, for not being a hero
Ordinary world
The problem is hidden
1
2
3
Call to adventure
The problem manifests itself abruptly
Refusal of the call
Change is deemed to risky

36. Unfavorable odds can be beaten with the right nudge
Meeting the mentor
A key element is unlocked
and points a way out
4
5
6
Crossing the threshold
Innovation is acted
Test, allies, ennemies
Experiments are initiated

37. We all want to believe
that at the bottom of the pit there’s hope…
Reward
Innovation starts
to work and pay off
8
7
9
The belly of the whale
Innovation is started
in the « garage »
Ordeal
Opponents helding
the status quo are confronted

38. What really matters is the change inside…
The road back
The core market
is targeted
12
11
10
Return with elixir
The innovation goes mainstream
Resurrection
The final resistance is met
and overcome

39. Business is a story

40. The Social Network, 2010

42. Bill HEWLETT & Dave PACKARD, 1939

43. Bill HEWLETT & Dave PACKARD, 1939

44. Bill HEWLETT & Dave PACKARD, 1939

45. Walt DISNEY, 1923

46. Business is a Story

47. Business is a Story

48. Business is a Story

49. Business is a Story

50. Business is a Story

51. Business is a Story

52. How Starbucks Fought For Its
Life without Losing Its Soul
In 2008, Howard Schultz, the president and
chairman of Starbucks, made the
unprecedented decision to return as the CEO
eight years after he stepped down from daily
oversight of the company and became
chairman. Concerned that Starbucks had lost
its way, Schultz was determined to help it
return to its core values and restore not only
its financial health, but also its soul. In
Onward, he shares the remarkable story of
his return and the company's ongoing
transformation under his leadership,
revealing how, during one of the most
tumultuous economic times in history,
Starbucks again achieved profitability and
sustainability without sacrificing humanity.
Business is a Story

53. Hans Rosling TED Talk, 2006
Seeing the Story Through the Data

54. Business is a Story

55. Business is a Story

56. Business is a Story

57. Storytelling and Pitch
1. Problem
2. Solution
3. Business model
4. Your magic
5. Sales and marketing
6. Competition
7. Team
8. Milestones
9. Status and calendar
10. Call to action
=
STORY FACTS

58. 1. Problem
2. Solution
3. Business model
4. Your magic
5. Sales and marketing
6. Competition
7. Team
8. Milestones
9. Status and calendar
10. Call to action
Storytelling and Pitch
Ordinary world
The problem
is hidden
1
2
3
Call to adventure
The problem manifests itself abruptly
Refusal of the call
Change is deemed to risky

59. 1. Problem
2. Solution
3. Business model
4. Your magic
5. Sales and marketing
6. Competition
7. Team
8. Milestones
9. Status and calendar
10. Call to action
Storytelling and Pitch
Ordinary world
The problem
is hidden
Meeting the mentor
A key element is unlocked
and points a way out
1
2
3
4
5
6
Call to adventure
The problem manifests itself abruptly
Refusal of the call
Change is deemed to risky
Crossing the threshold
Innovation is acted
Test, allies, ennemies
Experiments are initiated

60. 1. Problem
2. Solution
3. Business model
4. Your magic
5. Sales and marketing
6. Competition
7. Team
8. Milestones
9. Status and calendar
10. Call to action
Storytelling and Pitch
Reward
Innovation starts
to work and pay off
Ordinary world
The problem
is hidden
Meeting the mentor
A key element is unlocked
and points a way out
1
2
3
4
5
68
7
9
Call to adventure
The problem manifests itself abruptly
Refusal of the call
Change is deemed to risky
Crossing the threshold
Innovation is acted
Test, allies, ennemies
Experiments are initiated
The belly of the whale
Innovation is started
in the « garage »
Ordeal
Opponents helding
the status quo are confronted

61. 1. Problem
2. Solution
3. Business model
4. Your magic
5. Sales and marketing
6. Competition
7. Team
8. Milestones
9. Status and calendar
10. Call to action
Storytelling and Pitch
Reward
Innovation starts
to work and pay off
Ordinary world
The problem
is hidden
Meeting the mentor
A key element is unlocked
and points a way out
The road back
The core market
is targeted
1
2
3
4
5
6
12
11
10
8
7
9
Call to adventure
The problem manifests itself abruptly
Refusal of the call
Change is deemed to risky
Crossing the threshold
Innovation is acted
Test, allies, ennemies
Experiments are initiated
The belly of the whale
Innovation is started
in the « garage »
Ordeal
Opponents helding
the status quo are confronted
Return with elixir
The innovation goes
mainstream
Resurrection
The final resistance is met
and overcome

62. Detect the narrative

63. Case study: detect the narrative
Added Value
Moving people
The uber app connects you with a driver at a tap of a button
Get it done
Uberx make it easy and affordable to take care of your everyday
Make it a night out
Kick off your evening with no reservations
Be the boss
Take a meeting on your way to the meeting
Arrive in style
Show up ready for the occasion
Go global
Use uber wherever you land next

64. READ
www.theverge.com > Uber the outlaw: a rogue startup fights the taxi power
www.uber.com
Case study: detect the narrative

65. Case study: detect the narrative
4. Meeting the mentor
A key element is unlocked
and point a way out

66. 4. Meeting the mentor
A key element is unlocked
and point a way out
8. Ordeal
Opponents helding
the status quo are confronted
http://www.theverge.com/2012/9/7/3300244/uber-taxi-new-york-travis-kalanick-rogue
6. Test, allies, ennemies
Experiments are initiated

67. Case study: detect the narrative
10. The road back
The core market
is targeted

68. Detect the narrative: show, don’t tell

69. Detect the narrative: show, don’t tell

70. Detect the narrative: show, don’t tell
2. Call to adventure
The problem manifests itself abruptly

71. Detect the narrative: show, don’t tell
4. Meeting the mentor
A key element is unlocked
and point a way out
2. Call to adventure
The problem manifests itself abruptly

72. Detect the narrative
product placement
5. Crossing the threshold
Innovation is acted
12. Return with elixir
The innovation goes mainstream

73. List all the « Hooks »
Michael Pollan on Sustainable food

74. Your Storyboard

75. The Cast

76. Superheroes
They are iconic characters with
extraordinary abilities to circumvent
intellectual and, or physical
limitations.
CEO, CTO, CFO

77. Reality distortion field
Bends reality to its vision
Plans BIG
Thinks long term
Pushes forward
Knows when to pivot
Secondary powers: limited precognition / apotheosis
Super-weakness: radioactive and burns out employees
The CEO

78. Psychokinesis
Manipulates objects, atoms, with its mind
Obsesses on « getting it right »
Thinks short term
Insulated from reality
Extra-power : super-speed / mind-control
resistance
Super-weakness: autism
The CTO
Evan Williams, Twitter

79. Chronokinesis
Accelerates TTM
Moves through the plan
Thinks medium / long term
Prepares the next step ahead
Extra-power : creates resources from
thin air / super-connector
Super-weakness: won’t pivot
The CFO

80. Mentor
The Extended Team…

81. The Storyboard
VISION
Meeting the mentor
Crossing the threshold
STRUGGLE
Test, allies, ennemies
Reward, Ordeal
The belly of the whale
RESOLUTION
The road back
Resurrection
Return with elixir
☺
CONFLICT
Ordinary World
Call to adventure
Refusal of the call
Story 800 Characters
AND
Video storyboard 1 min
OR Website 1 page
Dramatize
Share personal moments
Connect everything together

82. RESOLUTION
The road back
Resurrection
Return with elixir
STRUGGLE
Test, allies, ennemies
Reward, Ordeal
The belly of the whale
VISION
Meeting the mentor
Crossing the threshold
CONFLICT
Ordinary World
Call to adventure
Refusal of the call
Why were you
doing the same
things at that
time?
Who were the gate
keepers?
How was the
status quo when
you started?
How are you
prepared
somehow?
Why was it
acceptable for the
market?
How was the
technology?
What were the
prevailing forces
of this era?
How would you
describe this
world?
Who were the
incumbents?
What were the
obstacles?
Why was the leap
of faith difficult?
How frequent was
the problem?
How was it
propagated?
What were the
actual pain
points?
Who was still
enforcing the
status quo?
Why some
customers keep
the blindfolds?
What were the
first symptoms?
What was the
shocking
revelation?
The Storyboard 1/4
Where did they
came from?
What was their
business model?

83. CONFLICT
Ordinary World
Call to adventure
Refusal of the call
RESOLUTION
The road back
Resurrection
Return with elixir
STRUGGLE
Test, allies, ennemies
Reward, Ordeal
The belly of the whale
The Storyboard 2/4
VISION
Meeting the mentor
Crossing the threshold
What was your
incentive?
How were your
difficulties
broadcasted?
What did you
discover that
unlocked the
problem?
How did you had
to move ahead
anyway?
What made it a
personal problem
in the end?
What part of your
past history
finally helped
tremendously?
How was the
specific day where
it all started?
What was the
symbolic act that
you did to cut the
bridge to the past?
How did you
network reacted?
Your family?
Who answered the
call in an
unexpected way?
Why did it felt so
right?
What is the
symbol that you
keep from this
day?
What is the
heirloom that you
keep from before
this day?
What was the big
event in the news
this day?
What was your
« ahah » moment?
Who were the few
people that did get
it at this time?
What was the first
thing that you
lost?

84. VISION
Meeting the mentor
Crossing the threshold
CONFLICT
Ordinary World
Call to adventure
Refusal of the call
RESOLUTION
The road back
Resurrection
Return with elixir
The Storyboard 3/4
STRUGGLE
Test, allies, ennemies
Reward, Ordeal
The belly of the whale
What were the
first difficulties
you met?
What were people
were saying when
they were
mocking you?
What did you
manage to do right
away?
What was their
specific role?
Who was part of
the first team you
build around you?
How did they start
to fight you?
What was your
way of defending
yourself?
How much time
did you loose?
Did you lost
customers other
these fights?
What was the
lowest point of the
adventure?
How desperate
were you?
What nearly
decided you to
stop everything?
What was the
worst symptom?
Why did the last of
your supports
eventually failed
you?
Who were the
toughest
opponents?
Why did they
thought your
success unlikely?
Who else came on
board after the
first successes?
Who got
irritated by these
successes?
What kind of
confusion did it
generate on the
market?

85. VISION
Meeting the mentor
Crossing the threshold
CONFLICT
Ordinary World
Call to adventure
Refusal of the call
STRUGGLE
Test, allies, ennemies
Reward, Ordeal
The belly of the whale
The Storyboard 4/4
RESOLUTION
The road back
Resurrection
Return with elixir
☺
How did you
realized you were
saved?
Who were the first
to understand you
made it?
Eventually what
saved you?
How did it started
to take off? What are the
things still
irritating you?
How has the world
changed now?
What did people
started to say
about you?
How did you
broadcast it?
How did you had
to adjust your
life ?
What was the
symbol of the
success?
What kind of
unexpected and
« fun » difficulties
did you met then?
All in all, what did
work best that you
didn’t see coming?
What are the little
things about success
that are the most
important to you?
What are you old
competitors doing
now?
How would you do
it differently now?
What are the
things you had to
let go?
What is the symbol
of your past that you
still look upon
sometimes?

86. « I paint things not as they look,
but as I see them »
Pablo PICASSO