The document provides guidance on making ideas stick through simple, memorable messaging. It discusses focusing on the core idea and compact delivery. Unexpected elements can grab attention if they surprise without losing the connection to the core. Concrete language uses specifics, names and examples to make abstract concepts tangible. Credibility comes from authority, testimonials and compelling details. Emotional appeals tap into what people care about. Stories engage audiences and help them visualize ideas.
Based on Chip & Dan Heath's bestseller 'Made to Stick', this slide deck shows how we can apply 6 rules to make our own messages “stick”. With social media case studies from Mc Donalds Gol! World Cup Brasil commercial, P&G's #LikeAGirl campaign, Dumb Ways to Die and more.
Based on Chip & Dan Heath's bestseller 'Made to Stick', this slide deck shows how we can apply 6 rules to make our own messages “stick”. With social media case studies from Mc Donalds Gol! World Cup Brasil commercial, P&G's #LikeAGirl campaign, Dumb Ways to Die and more.
Netflix Organizational Culture HR Case Study l 인적자원관리 사례분석 넷플릭스의 조직문화HRyon Lim
규칙이 없는 기업, 넷플릭스의 조직문화에 대해 알아봅니다.
Learn about the organizational culture of Netflix, a company without rules.
위 자료는 학부생을 위한 "인적자원관리" 교과의 강의자료로 사용합니다.
The above materials are used as lecture materials for "Human Resource Management" classes for undergraduates.
hryon@hanyang.ac.kr
Brand Archetypes: The Science Behind Brand PersonalityStephen Houraghan
We all have an emotional connection with a brand where the alternative simply won't do. Your connection with that brand is likely on a human level. Whether they speak your language, champion a cause you believe in or represent who you are, the connection is more than just transactional. The world's most loved brands all connect with us using a similar framework. This framework is based on decades of scientific research and has its roots in Greek Mythology. This Framework is Archetypes. www.iconicfox.com.au/brand-archetypes
We love to hear stories since we were a kid
There is something in stories that kept us engage.
As it turned out somehow we are programmed to seek and make sense of the world through narratives. Anthropologists contend that 70 percent of everything we learn is through stories. Even as we grow into stubborn adults set in our ways, we fundamentally remain a storytelling
species.
Brand knew about this.
That's why nowadays, more brands are approaching the way to become a great storyteller! They tell compelling stories about the brand while still hold truth to their brand's essence or DNA.
Despite there are many stories been shared by brands, actually we can categorize the stories into 7 basic themes.
Here are the 7 basic plots with examples from some famous brands.
Med henblik på nutidens karrierekultur, hvor man i høj grad tilrettelægger sin karriere i overensstemmelse med sit livsprojekt og derfor oftere skifter arbejdsplads, kontra informationssamfundets videnafhængige virksomheder, beskæftiger jeg mig med videndeling som et systematisk redskab i virksomheden...
This presentation includes science-based principles on how to attract an audience's attention, sustain it, and convert a presentation into memorable content.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
How Will You Measure Your Life by Clayton ChristensenSameer Mathur
There are moments in life when we introspect and ask some basic questions to ourselves: The book "How Will You Measure Your Life?" provides incredible solutions to basic problems of our life.Read the book summary prepared by Prof. Sameer Mathur.
How to growth hack my startup idea tommaso di bartolo slideshareTommaso Di Bartolo
How many of you can embrace the future with confidence when it comes down to getting traction?
Join Tommaso Di Bartolo's Guest Lecture at Stanford, where he provides a framework on how startups can get traction in the age of Snapchat.
Travel brands and brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective and how this is relevant to travel brands.
A presentation that explains the what, why and how of storytelling in business. It's an expanded version of the presentation that I gave at the Digital Marketing for Business Conference in Raleigh, NC in 2013.
Amy Cuddy's message on TED and a fascinating co-study on the effect of warmth vs strength on leadership stayed with me. A simple but effective message about being authentic.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
An insight is NOT an observation - it explains why, rather than just observing that people do something. Is a new Point of View that’s immediately recognizable. It must be cause AND effect - insights prompt effect. Insights are things that other people think of, then you immediately wish you had!
I thought it was only fair to share my own Brand Book with the world since I show off many of my clients'. I'm a psychology-driven brand strategist who helps entrepreneurs uncover their greatest truths and strengths to build their brands.
What is conflict?
Good conflict, bad conflict!
What is the process of conflict?
Bad conflict styles!
#WikiCourses
https://wikicourses.wikispaces.com/Topic+Understanding+Conflict
Preparing or your presentation ....
Before your presentation ...
During your presentation ....
What should you do?
#AcademyOfKnowledge
https://sites.google.com/academyofknowledge.org/commskills/effective-communication/presentations
https://www.youtube.com/watch?v=jIgmKLaJdB8
Netflix Organizational Culture HR Case Study l 인적자원관리 사례분석 넷플릭스의 조직문화HRyon Lim
규칙이 없는 기업, 넷플릭스의 조직문화에 대해 알아봅니다.
Learn about the organizational culture of Netflix, a company without rules.
위 자료는 학부생을 위한 "인적자원관리" 교과의 강의자료로 사용합니다.
The above materials are used as lecture materials for "Human Resource Management" classes for undergraduates.
hryon@hanyang.ac.kr
Brand Archetypes: The Science Behind Brand PersonalityStephen Houraghan
We all have an emotional connection with a brand where the alternative simply won't do. Your connection with that brand is likely on a human level. Whether they speak your language, champion a cause you believe in or represent who you are, the connection is more than just transactional. The world's most loved brands all connect with us using a similar framework. This framework is based on decades of scientific research and has its roots in Greek Mythology. This Framework is Archetypes. www.iconicfox.com.au/brand-archetypes
We love to hear stories since we were a kid
There is something in stories that kept us engage.
As it turned out somehow we are programmed to seek and make sense of the world through narratives. Anthropologists contend that 70 percent of everything we learn is through stories. Even as we grow into stubborn adults set in our ways, we fundamentally remain a storytelling
species.
Brand knew about this.
That's why nowadays, more brands are approaching the way to become a great storyteller! They tell compelling stories about the brand while still hold truth to their brand's essence or DNA.
Despite there are many stories been shared by brands, actually we can categorize the stories into 7 basic themes.
Here are the 7 basic plots with examples from some famous brands.
Med henblik på nutidens karrierekultur, hvor man i høj grad tilrettelægger sin karriere i overensstemmelse med sit livsprojekt og derfor oftere skifter arbejdsplads, kontra informationssamfundets videnafhængige virksomheder, beskæftiger jeg mig med videndeling som et systematisk redskab i virksomheden...
This presentation includes science-based principles on how to attract an audience's attention, sustain it, and convert a presentation into memorable content.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
How Will You Measure Your Life by Clayton ChristensenSameer Mathur
There are moments in life when we introspect and ask some basic questions to ourselves: The book "How Will You Measure Your Life?" provides incredible solutions to basic problems of our life.Read the book summary prepared by Prof. Sameer Mathur.
How to growth hack my startup idea tommaso di bartolo slideshareTommaso Di Bartolo
How many of you can embrace the future with confidence when it comes down to getting traction?
Join Tommaso Di Bartolo's Guest Lecture at Stanford, where he provides a framework on how startups can get traction in the age of Snapchat.
Travel brands and brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective and how this is relevant to travel brands.
A presentation that explains the what, why and how of storytelling in business. It's an expanded version of the presentation that I gave at the Digital Marketing for Business Conference in Raleigh, NC in 2013.
Amy Cuddy's message on TED and a fascinating co-study on the effect of warmth vs strength on leadership stayed with me. A simple but effective message about being authentic.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
An insight is NOT an observation - it explains why, rather than just observing that people do something. Is a new Point of View that’s immediately recognizable. It must be cause AND effect - insights prompt effect. Insights are things that other people think of, then you immediately wish you had!
I thought it was only fair to share my own Brand Book with the world since I show off many of my clients'. I'm a psychology-driven brand strategist who helps entrepreneurs uncover their greatest truths and strengths to build their brands.
What is conflict?
Good conflict, bad conflict!
What is the process of conflict?
Bad conflict styles!
#WikiCourses
https://wikicourses.wikispaces.com/Topic+Understanding+Conflict
Preparing or your presentation ....
Before your presentation ...
During your presentation ....
What should you do?
#AcademyOfKnowledge
https://sites.google.com/academyofknowledge.org/commskills/effective-communication/presentations
https://www.youtube.com/watch?v=jIgmKLaJdB8
What is leadership?
Can you be a better leader?
What should you do to motivate people?
How to motivate yourself?
#WikiCourses
http://wikicourses.wikispaces.com/Topic11+Leadership+and+Motivation
Evolving as a Leader means that we have to change and we have to lead our own change. Leadership doesn't mean creating followers, but creating other Leaders.
Telling Your Story to Motivate Donors and Advocates for Your CauseRachel Kubicki
This presentation focuses on the importance of great story telling and also provides step by step instructions for creating your story. Included you will find examples, quotes for inspiration, and more. This is intended for board members, nonprofit executives, fundraisers and volunteers. The goal is to equip you with a strong story that attracts and motivates others to engage with your nonprofit.
020415 business storytelling by cynthia hartwigCynthia Hartwig
Anyone familiar with the Bible and Aesop’s fables already knows that stories are the oldest persuasive tool since the dawn of time. And now everybody from the The Wall Street Journal to LinkedIn is saying that storytelling will be the number one business skill needed in the next five years. That’s why you should run, don’t walk, to see the hands-on business storytelling workshop with Cynthia Hartwig, fiction writer and co-founder of Two Pens.
Over the course of her career in advertising and social media, Cynthia Hartwig has honed the act of telling stories into a fun and practical art. She’ll lead you in a series of practice-makes-perfect exercises that will help you to persuade, excite, sell and sway people to your point of view.
You’ll see how stories can be used in all kinds of business settings to communicate and connect with employees, customers, colleagues, partners, suppliers, and the media.
You’ll learn the mechanics of telling a story with a beginning that hooks you, to a middle that builds tension, to a satisfying end.
You’ll learn how to weave rich information (even numbers) with personal insights and emotional power and then experience the thrill of having an audience remember what you’ve said. Many writing exercises are included to help you tap into the mind’s unique hard-wiring that can create a story out of almost any experience.
Business Storytelling by Cynthia Hartwig of Two PensCynthia Hartwig
Anyone familiar with the Bible and Aesop’s fables already knows that stories are the oldest persuasive tool since the dawn of time. And now everybody from the The Wall Street Journal to LinkedIn is saying that storytelling will be the number one business skill needed in the next five years. That’s why you should run, don’t walk, to see the hands-on business storytelling workshop with Cynthia Hartwig, fiction writer and co-founder of Two Pens.
Over the course of her career in advertising and social media, Cynthia Hartwig has honed the act of telling stories into a fun and practical art. She’ll lead you in a series of practice-makes-perfect exercises that will help you to persuade, excite, sell and sway people to your point of view.
You’ll see how stories can be used in all kinds of business settings to communicate and connect with employees, customers, colleagues, partners, suppliers, and the media.
You’ll learn the mechanics of telling a story with a beginning that hooks you, to a middle that builds tension, to a satisfying end.
You’ll learn how to weave rich information (even numbers) with personal insights and emotional power and then experience the thrill of having an audience remember what you’ve said. Many writing exercises are included to help you tap into the mind’s unique hard-wiring that can create a story out of almost any experience.
Repurposed OLD insight deck for new planning blood. Purpose was to incite conversation on what good work is, how we get there, and what its like on they way. Attempted to attribute all appropriate folks.
Susan Windsor - Dont Shoot the Messenger TEST Huddle
EuroSTAR Software Testing Conference 2009 presentation on Dont Shoot the Messenger by Susan Windsor. See more at conferences.eurostarsoftwaretesting.com/past-presentations/
Ever wanted to know how to write the perfect speech for your MP or Chief Executive? William Neal, Head of Communications at the Tony Blair Faith Foundation and former Account Director at MHP, will take you through 10 top tips for achieving this.
Ethnobotany and Ethnopharmacology:
Ethnobotany in herbal drug evaluation,
Impact of Ethnobotany in traditional medicine,
New development in herbals,
Bio-prospecting tools for drug discovery,
Role of Ethnopharmacology in drug evaluation,
Reverse Pharmacology.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
2. 1: SIMPLE
• The planning process (thinking) is useful, but plans are useless.
• Find the "core" of the idea - the most important essence
• Theone thing that the audience or customer cares most
about
2
3. CRITICAL VS. BENEFICIAL
• Saying three things is like saying nothing at all
• Must separate critical from merely beneficial
• Choice is paralyzing!
3
4. FOCUSING ON THE CORE
• Lead with the core message
• Eliminate non essential messages and detail
• Eliminate even interesting bits, if it helps the core shine through
4
5. SPREADING THE MESSAGE
• Speak in clear, tangible language
• Use analogies to reinforce
• Use repetition
• Be brief (compact)
5
7. THE CURSE OF KNOWLEDGE
• Knowledgeable and passionate people have the capacity and
desire to do a lot of different things..and argue every detail and
feature possibility
• Experts are fascinated by the nuance and complexity in things
• Reminder: keep it simple and don't do too much
7
8. SCHEMAS
• Invokingpoints of reference to make it easier (simpler) to
explain concepts
• Ex: "pomelos are like super-sized grapefruits"
• Vs.:"pomelos are large citrus fruits with easy to peel rinds
and a spicy, tangy, tart flavor"
• Can be used to teach complex ideas out of simpler ideas
8
9. THE FALSE CHOICE OF
ACCURACY VS ACCESSIBILITY
If the idea doesn't stick, it has
no value, even if it is more
accurate or comprehensive.
9
10. ANALOGIES AND
METAPHORS ARE EVOCATIVE
• "Die hard on a bus" = Speed
• "jaws on a space ship" = Alien
• Disney employees are "cast members"
• Subway employees are "sandwich artists"
10
11. 2: UNEXPECTED
• To get people's attention, you must break common patterns
• But avoid gimmickry, and surprise without connection
• Surprise captures attention
• Interest keeps it
11
12. BREAK AND FIX
• To surprise, break someone's guessing machine, then fix it
• Target
a part of their guessing machine that relates to your
core message
1. Find your core
2. Identify the counterintuitive implications of it
3. Communicate in some way that breaks the expected along the lines of
what's counterintuitive
12
13. KEEPING PEOPLE'S
ATTENTION
• Sparkthe curiosity of your audience and keep them guessing
by feeding bits as you go
• Create a mystery and then promise to reveal the answer
13
14. HOW TO MAKE DIRT
INTERESTING
How can we account for the
most spectacular planetary
feature - not found on any
other planet - the rings of
Saturn? What are they made
of? How could 3 renowned
scientists come up with 3
different answers? So, what
was the answer?
A: dust
14
15. CURIOSITY AND STORY
is the intellectual need to answer questions and close
• Curiosity
open patterns. Gaps in knowledge.
plays to this universal desire by doing the opposite,
• Story
posing questions and opening situations
At each point, keep the listening guessing "how will it
turn out?" and "what will happen next?"
15
16. HOW TO CREATE THE GAPS
• Point out something that someone else knows that they don't
• Highlight knowledge that they are missing
• Present them with situations that have unknown resolutions
• Challenge them to predict an outcome
16
17. HOW TO HOOK THEM
• Posea question, ask the listener to say what they think the answer is,
then promise to reveal the answer later
• Allowthem to commit to their preconceived notions, then pull the
rug out from under them with a counterintuitive and profound result
• Point
out disagreement about the topic among peers and set up
forums to resolve the discrepancy
• Shareenough context, human interest and story to trigger interest in
the rest of it
17
18. 3: CONCRETE
• Concrete is the opposite of abstract!
• Break vast things into small tangible things
• Give the thing an official name or title
• Boil it down to specific people doing specific things
18
19. HOW TO MAKE SOMETHING
CONCRETE
• Have the listener experience the concept (demo)
• Communicate using numbers, ordinary things and specifics
• Be transparent about the desired goal and intention
• Appeal to things your listener cares about
19
20. 4: CREDIBLE
• What makes people believe ideas?
• Because others believe
• Because we have experiences that make us believe
• Because of authority endorsements / origination
20
21. ANTIAUTHORITIES
Honest and trustworthy sources (not just experts)
• Invoke
stories of people who can speak to the opposite of
your message, proving you message by comparison
• Eg The smoker talking about smoking for the anti-smoking commercials
• Enlist
ordinary spokespeople who embody the core message to
represent it for you
• Egthe homeless support organization who used formerly homeless men
as drivers to pick up financial supporters at the airport
21
22. USE VIVID DETAILS
• Very
specific facts, figures and details can add authority to
messages
• "the nurse had to clean his arm" vs. "...and ask she cleaned it,
she spilled mercurochrome on herself, staining her uniform
red"
• "he brushed his teeth every day at 7pm before bed" vs.
"...using a star wars toothbrush that looks like darth vader"
Better if they are vivid and human (as these examples are)
but also relevant to your core message!
22
23. MAKE STATISTICS
COMPELLING
• Example of anti nuclear war activist who dropped a bb into a metal
bucket, then described the Hiroshima devastation, then poured
5000 bb's into the bucket to describe the world's nuclear stockpile
• Invoke comparisons at human-scale or context
• e.g. "the
accuracy of this device is akin to throwing a rock from LA to New
York and hitting the target at 1/3 of an inch from dead center" vs. "0.0000045
microwhatevers"
• "ifa soccer team had the same results as our company, it would mean only 4
of the 11 players know which goal is their's"
23
24. THE SINATRA TEST
• If you can make it in NYC, you can make
it anywhere
• Ifyou've done encryption for the NSA,
you can do it anywhere
• "we handled the Harry Potter book
deliveries" vs. "98.2% of our deliveries are
on time"
24
25. TESTABLE CREDENTIALS
• Askingyour customers to "try before you buy" or "see for
yourself"
• Can be done as thought exercises. I.e. Even if they don't test,
just saying that they can and will find the result, can be
convincing.
• Thekey is to involve your listener in the key point of your
message by posing a testable hypothesis and then proving
them right or wrong by revealing the answer
25
26. 5: EMOTIONAL
• Emotionalappeals can be very compelling because they get
people to care
• Analytical states of mind can hinder one's ability to feel
• "3m are starving in Zambia, please donate $1" vs. "your $1
donation goes to Rokia, a 7 year old in Zambia who faces the
threat of starvation"
26
27. HOW TO TAP INTO
EMOTIONS
• Invoke feelings of anger
• Invoke feelings of empathy
• Associate with emotions that already exist...form a connection between
something they don't care about yet and something they already care about
• Appeal to self-interest and identity
• Eg ad copy: "they laughed when i sat down at the piano...but when i started to play!"
• Use the word "you" and make them visualize themselves experiencing the benefits
• "don't mess with Texas"
27
29. OTHER THAN SELF-INTEREST...
• Sex, greed, fear
• Principles like equality, individualism, ideals, human rights, group-
interest
• Choices:
1. which alternative will lead to the most value for me?
2. What do people like me do in this situation? (appeal to this by
offering something that aligns, like a $50 donation to a school
offered to firefighters for reviewing your new movie)
29
30. 6: STORIES
• Stories provide color and inspiration that can make people act
• Help the listener visualize the benefits
• Keep engagement high
• Entertain as they instruct
30
31. HOW TO TELL A STORY
• Giveinformation bit by bit such that the listener can think and
imagine what comes next
• Relate to the listener with things they are familiar with
• Blend audience and protagonist
• Ask peep to visualize and imagine they are in the story. Ask
questions, like "what would you do" and save the punchlines
for the end.
31
32. INSPIRATIONAL STORIES
Common patterns found in nearly all inspirational stories
1. The Challenge Plot - the protagonist overcomes a formidable
challenge to succeed. Variations: the underdog, rags-to-riches, sheer
determination. Key: present daunting challenge and appeal to
perseverance and courage
2. The Connection Plot - stories about people who form a relationship
that bridges a gap. Key: inspire to help, love and be tolerant of others.
3. The Creativity Plot - story that involves someone thinking about
something in a new way, or solving a long-standing puzzle. Key: makes
you want to be different and experiment with new things
32
33. PRESENTING ARGUMENTS VS.
TELLING STORIES
• When you present an argument to someone directly, you are
asking them to evaluate it, debate it and criticize it
• However when you tell a story, you draw the listener in and
ask them to draw the same conclusions as you
33