This document provides guidance on effective storytelling techniques. It discusses tailoring stories to different audiences by considering their goals, interests, constraints and expectations. Some key tips include: using analogy and metaphor to build empathy and expedite comprehension; not burying the important details; making stories real through examples and visualization; using the audience's own language; and providing necessary context while keeping stories concise. The document also provides an example workshop format where participants identify target audiences and how their business addresses those audiences' wants and needs.

1. STORYTELLINGTailoring stories to their audience with depth and variance.
Dominic Prestifilippo & Justin Kunkel / April 16, 2014

2. INTRODUCTIONS / SHORT DESCRIPTION
STORYTELLING BASICS / SHORT DESCRIPTION
WORKSHOP / SHORT DESCRIPTION

3. INTRODUCTIONS / SHORT DESCRIPTION
STORYTELLING BASICS / SHORT DESCRIPTION
WORKSHOP / SHORT DESCRIPTION

5. GUEST INTRODUCTIONS

6. WHAT IS IT YOUR
COMPANY DOES?

7. INTRODUCTIONS / SHORT DESCRIPTION
STORYTELLING BASICS / SHORT DESCRIPTION
WORKSHOP / SHORT DESCRIPTION

8. It is the conveying of events in words, and images, often
by improvisation or embellishment.
STORYTELLING

9. Stories activate the same part of our brain that the related
actions activate.
BUILD EMPATHY

10. Build on previous understanding to expedite
comprehension and focus on the important details.
USE ANALOGY & METAPHOR

11. Don’t bury the lede.
ASK “SO WHAT?”

12. Through visualizations, photos and examples.
MAKE IT REAL

13. Reduces confusion and enables connections.
USE YOUR AUDIENCE’S LANGUAGE

14. Backstory is boring, background is imperative.
PROVIDE CONTEXT

15. What is the setting? How much time do you have?
CONSIDER YOUR CONSTRAINTS

16. How do people see you?
BE MINDFUL OF EXPECTATIONS

17. Stories can change people’s perceptions.
HAVE INTENT

18. What are their goals, interests and motivations?
KNOW YOUR AUDIENCE

19. Stories are not one size fits all.
TAILOR YOUR STORY

20. LAS VEGAS, NV

21. INTRODUCTIONS / SHORT DESCRIPTION
STORYTELLING BASICS / SHORT DESCRIPTION
WORKSHOP / SHORT DESCRIPTION

22. SETUP YOUR PAGE
People Wishes Responses

23. Make a list of everyone
that may ever hear of
your business.
10 Minutes
People

24. Prioritize this list of
people according to who
is most important to
your business right now.
5 Minutes
People
4
6
3
1
2
5
7

25. For each of the top three
people, list three wishes
they have that your
company can address.
People
10 Minutes
Wishes
4
6
3
1
2
5
7
1
1
1
2
2
2
3
3
3
2
3
2

26. For each wish, list at
least one way your
business addresses it.
LIGHTNING ROUND
30 Seconds per Wish
ResponsePeople Wishes
4
6
3
1
2
5
7
1.2
1.1
2.1
2.3
2.2
3.3
3.2
3.1
2.5
3.4
2.4
1.1 1.2 1.3
2.1
2.2 2.3
3.1
3.2
3.3
1.3

27. HOMEWORK
• Build out each response as full
statements.
• Create variations of each
response, i.e., tweet, elevator
pitch, 1-pager, etc.
• Role play conversations with
colleagues to practice using
each response.
• Conduct further audience
research to refine your
understanding of their wishes.

28. QUESTIONS?

29. THANK YOU!ANDCULTURE
Website: www.andculture.com
Twitter: @andculture
DOMINIC PRESTIFILIPPO
Email: dominic@andculture.com
Twitter: @_dominicp
JUSTIN KUNKEL
Email: justin@anculture.com
Twitter: @justkunk