This document provides a summary of a training session on using PowerPoint, storytelling, and branding to communicate a company's values and message. The training covered three key aspects: Power (ideas and goals), Point (content and messaging), and Paint (visual presentation). It emphasized using simple, clear language instead of corporate jargon. Storytelling was discussed as a pillar of brand strategy, with tips on focusing on benefits rather than technical specs. The session warned against using stock photos and templates, and advocated using one's own experiences and insights instead. Three secret ingredients for effective communication were also mentioned but not disclosed.

1. Power, Point & Paint
Telling the story of your company
Liene Kupčča
@lkupca
25.04.2012

2. Intensive training session
for Estonia-Latvia project ”ICT DCNet” (EU 34537)
Demo Center participants, Latvian IT Cluster members and partners
Day 1 // April 25, 2012
@ Rīga Business School, Skolas Str.11

3. There are many ways to tell your
story

4. Others will do

5. You will do, too

6. A person can have the greatest idea in the
world – completely different and novel –
but if that person can not convince enough
other people, it does not matter
– G.Berns

7. …and take some Power, Point & Paint

8. P.P.&P
Power
Point
Paint
Idea
Content
Product
Goal
Values
Raison d'être
Dream
Brand
What?
To whom?
How?
Power & Point will work.
Point & Paint will work.
No power and no point will not paint

9. Bring on the stage

11. Power

12. Companies create "
stories and products "
that communicate "
values and story

13. What company creates?
Annual reports
Products, services
Brands
Story

15. This is a product

16. This is a logo

18. Brand, called you? Ingredients
h"p://www.fastcompany.com/magazine/10/brandyou.html

19. Brand, called you "
vs brand you own

20. Works on you? On brand?
What makes you different?
What is the pitch for you?
What you have to say and how well you get
it said?
What's the real power of you?
What's loyalty to you?
What's the future of you?

21. Some more P’s
1. Purpose
2. Passion
3. Planning
4. People
5. Play
6. Perseverance

23. Point: The content

24. DNS : what do we stand for
“Mantras” : inside = outside, consistency
Self criticism, openness, reality checking, forward focusing
Audience expectations, profile; story as a pillar of the brand strategy

25. Change of scope
For people. Whoever they are. Even CEO’s.
Human language,
not “corporate buzzwordbingo”
Benefits, not tech specs

26. Most popular childhood diseases
Self centered language
Poor design & visuals
Templates, CLIPARTS!

27. Welcome to Finland
• Finland (pronounced /ˈfɪnləәnd/ (help·info)), officially the Republic of Finland[4] Finnish: Suomi; Swedish: Finland (help·info), is a
Nordic country situated in the Fennoscandian region of Northern Europe. It is bordered by Sweden on the west, Norway on the north and
Russia on the east, while Estonia lies to its south across the Gulf of Finland. The capital city is Helsinki.
• Around 5.4 million people reside in Finland, with the majority concentrated in the southern part of the country.[1] It is the
eighth largest country in Europe in terms of area and the most sparsely populated country in the European Union. The native language of
nearly all of the population is Finnish, which is part of the Finno-Ugric language family and is most closely related to Estonian. The
language is one of only four official EU languages not of Indo-European origin. The second official language of Finland – Swedish – is the
native language of 5.5% of the population.[5] Finland is a parliamentary republic with a central government based in Helsinki and local
governments in 342 municipalities.[6] A total of about one million residents live in the Greater Helsinki area (which includes Helsinki,
Espoo, Kauniainen, and Vantaa), and a third of the country's GDP is produced there. Other major cities include Tampere, Turku, Oulu,
Jyväskylä, Kuopio, and Lahti.
• Finland was historically a part of Sweden and from 1809 an autonomous Grand Duchy within the Russian Empire.
Finland's declaration of independence from Russia in 1917 was followed by a civil war, wars against the Soviet Union and Nazi Germany,
and a period of official neutrality during the Cold War. Finland joined the United Nations in 1955, the OECD in 1969, the European Union
in 1995, and the eurozone since its beginning. Finland has been ranked the second most stable country in the world, in a survey based
on social, economic, political, and military indicators.[7]
• Finland was a relative latecomer to industrialization, remaining a largely agrarian country until the 1950s. Thereafter, economic
development was rapid, and the country reached the world's top income levels in the 1970s. Between 1970 and 1990, Finland built an
extensive welfare state. In the aftermath of the country's severe depression in the early 1990s, successive governments have changed
the Finnish economic system through some privatisation, deregulation, and tax cuts.
• Finland is well placed in many international comparisons of national performance such as the share of high-technology manufacturing
and health care.[8] The country is ranked 1st in the 2009 Legatum Prosperity rating, which is based on economical performance and
quality of life.[9] The Constitution of Finland defines the political system. Finland is a representative democracy with a semi-presidential
parliamentary system. Aside from state-level politics, residents use their vote in municipal elections and in the European Union elections.
• According to the Constitution, the President of Finland is the head of state and responsible for foreign policy (which excludes affairs
related to the European Union) in cooperation with the cabinet. Other powers include Commander-in-Chief, decree, and appointive
powers. Direct vote is used to elect the president for a term of six years and maximum two consecutive terms. The current president is
Tarja Halonen (SDP).
• The 200-member unicameral Parliament of Finland exercises the supreme legislative authority in Finland. The parliament may alter laws
and the constitution, bring about the resignation of the Council of State, and override presidential vetoes. Its acts are not subject to
judicial review. Various parliament committees listen to experts and prepare legislation. Proportional vote in multi-seat constituencies is
used to elect the parliament for a term of four years. The Speaker of Parliament is currently Sauli Niinistö (National Coalition Party). The
cabinet (the Finnish Council of State) exercises most executive powers. It is headed by the Prime Minister of Finland and
Stāsti ar spēka punktu. 1. daļa. 27

28. Valsts kancelejas administrētās aktivitātes/apakšaktivītātes
2007.-2013.g. plānošanas periodā (3)
q 1.5.1.3.2.apakšaktivitāte "Publisko pakalpojumu kvalitātes paaugstināšana
valsts, reģionālā un vietējā līmenī“ (kopējais finansējums 325 410 LVL, mērķis -
institūciju sniegto pakalpojumu uzlabošana, pilnveidošana vietējā un reģionālā
līmenī). Atklāta projekta iesnieguma atlases vērtēšana uzsākta 15.12.2009.
(iesniegti 54 projekti – 22 valsts budžeta iestādes un 32 pašvaldības)
q 1.5.2.1.aktivitāte "Publiskās pārvaldes cilvēkresursu plānošanas un vadības
sistēmas attīstība“ (kopējais finansējums 2 835 105 LVL; sasniedzamais mērķis
– nodrošināt vienotu cilvēkresursu vadības un plānošanas sistēmas izstrādi un
ieviešanu)
Projekts “Cilvēkresursu vadības informācijas tehnoloģiju sistēmas izstrāde un
ieviešana” -2 835 105 LVL
Plānotie rezultāti:
" Uzlabota datu un analīzes kvalitāte - aktuāla, pilnīga un ātri pieejama informācija par
visiem vispārējā valdības sektorā nodarbinātajiem (200 000 darbinieku)
" Uzlabota atalgojuma sistēmas caurspīdība un uzraudzība
" Samazināts laika patēriņš datu ievadei un informācijas pārsūtīšanai un apkopošanai
" Personāla administrēšanas izmaksu ietaupījums katrā iestādē
Slides vs handouts
" Iespēja ietaupīt visā valsts pārvaldē uz licenču un apkalpošanas rēķina – tās
centralizējot un unificējot

29. Valsts kancelejas administrētās aktivitātes/apakšaktivitātes
2007.-2013.g. plānošanas periodā (1)
q 1.5.1.2. aktivitāte "Administratīvo šķēršļu samazināšana un publisko
pakalpojumu kvalitātes uzlabošana“ (kopējais finansējums 2 066
020 LVL; mērķis - administratīvā sloga izvērtējums ar mērķi par
25% samazināt slogu monetārā izteiksmē):
1) projekts “Administratīvā sloga samazināšana un administratīvo
procedūru vienkāršošana” - 1 062 742 LVL
Plānotie rezultāti:
" Vienkāršotas administratīvās procedūras
" Identificētas regulējuma prasības, kas rada pārmērīgas administratīvās
izmaksas iedzīvotājiem un uzņēmējiem
" Iestāžu darbības novērtējums saistībā ar regulējuma prasību kontroli.
2) projekts “Publisko pakalpojumu sistēmas pilnveidošana” – 1 003 277 LVL
"
Plānotie rezultāti:
Publisko pakalpojumu ‘karte’ un pakalpojumu sniegšanas status quo
analīze;
"
"
Slides vs handouts
Kopēji pakalpojumu sniegšanas kvalitātes standarti;
Pakalpojumi sagrupēti, ja nepieciešams, optimizētas procedūras;
"
Izstrādāts optimālais modelis publisko pakalpojumu sniegšanai.

30. Noooooo. Never. Please. Promise me.

31. Stockphotos and clichés "
(even with watermarks)

32. Pixels, s(t)ory, irrelevant
illustrations and Comic sans
Tā
kā
%rgus
daļa
ir
sarukusi
par
25
%
L
APVIENOSIM
GRĀMATVEDĪBU
UN
MĀRKETINGU!!!!!!

33. THAT tone of voice
“We are from very small,
historically poor little country
where sun shines only on Tuesdays”

34. Painting

35. “Technology is not an aim. Technology is a tool.
When you have clear idea and plan to
achieve it, any tool will work.”
- C. Heth. Made to stick

36. Hemingway was not famous
because he wrote in Moleskine

37. It was his stories,
writing style & insights

38. Skills needed
1. Telling
2. Writing
3. Publishing
4. Sharing
5. Playing again

39. Advertising
“What they PR
say”
Communication
Your own,
Service
non- media
experience
stories
Service Audience
availability relationships

40. In any format
1.
create content, that
people are looking for
and share
Great story
Experience
Something to talk about

41. 2.
Add value
Real one. Make life better.
Involve others

42. 3.
Research your audience.
Their behaviour
Look for a focus
be personal
Engage, not persuade

43. [3 secret ingredients?]

44. Would you enjoy your own
presentation?

45. tell “what do I want?”

47. Suggested reading

49. Be honest. Storytelling police

50. Thanks!
Liene.Kupca@gmail.com
TWITTER: @LKUPCA
Skype: LKUPCA