The importance of "Why" for Storytelling.

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This presentation helps to frame the importance of a why behind a story by showing the key universal why's and a method, the toddler-method, to find the key why for your stories.

Marketing

The importance of WHY
For every story you tell.
And everything you do.

Stories to change behavior.
Must address why.
Or else, no impact!

How to find your why?
Human behavior has 3 key why’s.

3 key universal why’s
That need answer
in every story you tell.

WHY 3
What’s in it for me ?
Why is this linked to a wish?

But it’s not that easy…
Go deeper,
find the right story,
find the right why.

Use the Toddler-method!
• WHY-chain up until annoyed (5 times)
– ASK WHY
• Get answer
– Ask why to that answer
» Get answer
• Ask why again to that answer
• Get answer
• Ask why again to that answer
• Get answer
• …

Here's the description from this talk I gave: We are natural born story tellers. But all too often, we in the nonprofit world aren’t good at telling our story. This session will help you cast your vision and mission in ways people will remember! You’ll learn: * the basic components of all compelling stories * how a trip to the supermarket can help you make your story engaging * what an “elevator pitch” is and why it can quickly become stale, and * a really easy way to keep all your communications fresh and “on story.”

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