In this workshop we will look at why narrative matters, why its different from story telling. We'll walk through a self assessment of your narrative strength, and get started building a stronger narrative.

1. Ground your digital experience for efficiency and impact
W h a t ’ s y o u r s t o r y ?
www.narrativebuilders.com
BUILDERSNARRATIVE
BUILDING YOUR
STRONGEST
NARRATIVE

2. DEB LAVOY
@deb_lavoy
deb@narraGvebuilders.com
call me, maybe
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3. Four topics.
Why NarraGve
maOers to DX
NarraGve
Strength
Assessment
NarraGve
ConstrucGon
NarraGve
Deployment
www.narraGvebuilders.com 3

4. WHY DOES
NARRATIVE
MATTER?
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5. FIRST – WHAT DO
WE MEAN BY
NARRATIVE?
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10. IS NARRATIVE JUST A BIG
WORD FOR STORY?
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13. NARRATIVE : STORY :: MYTHOLOGY : MYTH
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14. NARRATIVE : STORY :: FOOTBALL : GAME
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15. NARRATIVE : STORY :: MATH : PROBLEM
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16. NARRATIVE : STORY :: I LOVE LUCY : VITAVEGAMITE
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17. NARRATIVE : STORY :: CHINESE FOOD : KUNG PAO CHICKEN
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18. OK – HOW DOES
THAT IMPACT
DIGITAL
EXPERIENCE?
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NARRATIVE
TEAMS
CONTENT TECH
FLOW

22. NARRATIVE
STRENGTH
ASSESSMENT
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23. www.narra&vebuilders.com
How do you assess your narraGve strength?
CLARITY
CORE
PRESENTATION
RESONANCE
SHAREABILITY
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NARRATIVE STRENGTH ASSESSMENT
CORE STRENGTH
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Is it well documented?
Is it accessible to stakeholders (ie everyone)?
Is there consensus around it?
TO DO
Take a card. Write out the key elements of your narraGve.
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NARRATIVE STRENGTH ASSESSMENT
CLARITY
www.narra&vebuilders.com
Do people get it?
TO DO:
Stand up. Explain.
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NARRATIVE STRENGTH ASSESSMENT
RESONANCE
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EMOTIONAL
INTELLECTUAL
TO DO:
Say it again – with feeling.
Does it feel natural or weird?
Discuss – what kind of feeling do you want people to have?
Do you get that “it just makes sense” vibe?
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NARRATIVE STRENGTH ASSESSMENT
SHAREABILITY
www.narra&vebuilders.com
CAN VIEWER EXPLAIN IT?
DO YOU HAVE DIGITAL SHARING?
DO PEOPLE NEED TO TALK TO A PRINCIPLE TO GET IT?
TO DO
Yeah. We’re going to try to explain one another’s stuff.
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NARRATIVE STRENGTH ASSESSMENT
PRESENTATION
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HOW WELL ARE YOU PRESENTING THIS ON YOUR WEBSITE?
CAN PEOPLE FIND IT?
FOLLOW IT?
TO DO:
Go to your website. What parts of your narraGve are clear and findable?
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30. NARRATIVE
CONSTRUCTION
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31. 31
EXERCISE – STEP 1
TAKE OUT ~20 INDEX CARDS
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WRITE ONE IDEA OR PHRASE ABOUT YOUR
BRAND OR WHATEVER YOU’RE SELLING ON
EACH
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32. www.narra&vebuilders.com
Narra&ve Hierarchy.
Proof
Offer
Approach
AspiraHon
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NARRATIVE HIERARCHY
ASPIRATION
www.narra&vebuilders.com
Why does it maOer?
What great thing is achieved?
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NARRATIVE HIERARCHY
APPROACH
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What’s your point of view on how we get there?
A philosophy, a model, a point of view.
THIS IS YOUR PRIMARY AND MOST ENDURING DIFFERENTIATOR
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NARRATIVE HIERARCHY
OFFER
www.narra&vebuilders.com
What exactly are you selling?
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NARRATIVE HIERARCHY
PROOF
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How can you inspire confidence that what you’re
selling has merit?
- Data
- Analysts
- Testamonials
- Etc
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37. 37
EXERCISE – STEP 2
SORT THEM INTO 4 PILES
www.narra&vebuilders.com
AspiraGon, approach, offer, proof
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38. 38
EXERCISE – STEP 3
NOW – ADD NEW PHRASES OR IDEAS TO
EACH PILE
www.narra&vebuilders.com
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EXERCISE – STEP 4
Construct phrases
Rewrite them 20 Gmes.
Don’t cheat.
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40. RULES
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41. Work with others 1
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42. Don’t edit in advance
(there will be plenty of Hme
for that)
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43. Generate a lot of ideas 3
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44. Be willing to walk away from
really good ideas.
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45. Be ready for emoHonal
responses.
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46. Rewrite it. TWENTY Hmes. 5
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47. Try it out.
(assess resonance, clarity,
shareability)
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48. Don’t give up. 7
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49. WHEN YOU
ARE DONE…
Someone will say:
www.narraGvebuilders.com 49
“Well, of course – why did it take you so long?”

50. That’s when you know you’ve done
something profound.
www.narraGvebuilders.com 50

51. PROCESS
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52. www.narra&vebuilders.com
Narra&ve Hierarchy.
Proof
Offer
Approach
AspiraHon
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53. www.narra&vebuilders.com
Gather and
ideate
.
Sort
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54. Iterate
Validate
Refine
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55. PresentaHon
Flow
Content and Digital Experience Map
www.narraGvebuilders.com 55

56. DEPLOYMENT
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57. OUTREACH HOMEBASE NEXT STEP
Social
Ad
ArGcle
Content
Event
website
blog
Subscribe
Join
Contact
Share
Follow
….
www.narraGvebuilders.com
MAKE SURE YOU GET ANOTHER SHOT
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60. THANKS
Please tell me what you think about this morning.
deb@narra&vebuilders.com
@deb_lavoy
W h a t ’ s y o u r s t o r y ?
www.narrativebuilders.com
BUILDERSNARRATIVE