SlideShare a Scribd company logo
THE SOUND
The Sound
Guide to
Storytelling.
Or... “How to Trick People into
Listening to you and
Remembering what you Say”
THE SOUND
Hello.
We are The Sound. Today we’re
going to tell you a story. A story
about stories. How meta, right?
This one has got everything you
could possibly want — adventure,
romance, sex, intrigue, bottlenose
dolphins, and almost no marketing
buzzwords. And the best part?
Hang on, we’ll get there…
See? Intrigue!
Storytelling.
We believe storytelling is the answer to
your problems. Whether it’s getting
people to think fondly of your brand or
simply getting out of a speeding ticket,
crafting and telling a powerful story is
the way to go. True story.
It’s truly the finest way to say something
in a memorable way that moves people
into doing something.
Like moving on to page three.
THE SOUND
The Story
about the
Secret to
Telling
Good
Stories.
Once upon a time (i.e. now) most
people were not very good
storytellers. There were a few basic
reasons for that.
First, people often didn’t know the
point of their story before they’d
start telling it. It’s vital to know
where you are and where you want
to end up. If you don’t, you risk
looking like a rambler rather than a
raconteur.
Second, people often didn’t know
how in depth to make the story.
Were they supposed to tell the 5
minute version or the 45 minute
one? As a result their listeners
would end up confused or asleep.
A good storyteller knows when and
how to make a long story short.
THE SOUND
Questions
Questions
Questions.
You know you want to tell a
story… that’s wonderful news!
Did you know all good stories
start with questions?
Here are some questions you
should ask yourself before you
open your mouth to begin this
exciting adventure.
Q. What’s this story about?

Q. Who is it about?

Q. What happens?
Q. Why does this story matter (to your customer/brand)?

Q. What do you want your audience to
feel/do after hearing your story?

Q. Has this story been told before?
Q. If so, how can I tell it better?

Q. Are you my mother?
Q. Can you stop asking me so many questions?
THE SOUND
Once upon a time there was a story and there
was a pie chart. Everyone liked the story and
nobody liked the chart.
People liked the story because it captivated
and engaged them. What’s not to like about a
bottlenose dolphin who leaves her successful
bottle opener empire behind in the ocean to
pursue a social media career on land? It made
people feel something.
Meanwhile the chart which dryly detailed the
most popular social media careers for dolphins
also made people feel something. Boredom.
The chart was quickly forgotten by the people
and soon died. Meanwhile the story about the
dolphin (supported by charts) was optioned by
Netflix and made into a somewhat mediocre
streaming series that people loved anyway.
The End.
The Story about
Stories vs Charts
THE SOUND
THE SOUND
The
Hypothesis.
Now that you’ve asked
yourself some basic
questions about your story,
guess what time it is. If you
guessed peanut butter and
jelly time, you were close.
It’s time to form a hypothesis
to help you figure out what
information you’re going to
need to tell your story.
THE SOUND
Aka
Questions
Questions
Questions.
To form a nice strong story
that will make anyone with a
pulse drool (remember when
we said this story contained
sex?) it’s helpful to ask
yourself a whole bunch more
questions.
These questions are all about
building hypotheses.
Because hypotheses help us
start from something instead
of scratch.
Q. What do you already know?
Q. What do you think you know?

Q. What do you need to find out?
Q. What do you think you’re going to find when you look?

And of course…
Q. Did you put on sunscreen today?
THE SOUND
My father taught me many things here - he
taught me in this room. He taught me: keep your
friends close, but your enemies closer.”
“
Michael Corleone, The Godfather II
The
Session.
At the start of nearly every Sound
project we begin with a Hypothesis
Session.
Rather than us sitting in a room
making guesses about your
business or problem, we invite you
to join us. That way we can all
gossip about it together.
These hypothesis are the
difference between ending up with
a story you think you’ve vaguely
heard before (like most 90’s rom-
coms) and a story that feels like
the greatest sequel of all time…
Put your Damn Slides Down.
So when do we get to the part in the story when we get to open Keynote?
Analyzing your Dump
Time to Celebrate and Pour the Keynote?
Can Keynote come out to play now?
Make it rain slides!
Toss in some visuals and you’ve got a happy ending
Here are six reasons why you
shouldn’t start making slides yet.
1) It’s a waste of time. You’re not ready.
2) It encourages sequential thinking. But you don’t
know the order of your story yet.
3) It causes retrofitting and defensiveness.
4) It encourages silo-working and banality.
5) It’s the opposite of deep thinking.
6) It’s simply bass-ackwards.
THE SOUND
Put your Damn
Slides Down.
So now that you’re feeling all confident with
your big strong hypothesis by your side,
we’ve reached the part in our story where
you (our hero) bust out the Keynote to start
making some slides, right?
Well not exactly...
In fact not even approximately.
While the Law of Insights does state that we
are required to tell stories with slides.
Writing a story and making slides aren’t the
same thing. Slides exist to enhance our
stories. But until you have your story fully
figured out, you can put that Keynote away.
THE SOUND
Put Your Damn Slides Down
So when do we get to the Part in the Story when we get to Open Keynote?
Analyzing your Dump
Time to Celebrate and Pour the Keynote?
Can Keynote come out to play now?
Make it rain slides!
Toss in some visuals and you’ve got a happy ending
So when do we get to the Part in the
Story when we get to Open Keynote?
Yes, we know you love to open Keynote. But as the
saying goes, you can’t mention the Jedi before
you’ve received permission from Disney. By the
same token, you can’t open the Keynote before you
initiate the Braindump.
The Braindump is a technical industry term. It refers
to the process of strapping on an apron, tying your
hair back in a ponytail and emptying your brain of all
the data and observations you’ve collected for your
story.
It’s messy. It’s disorganized. And it’s ok. It’s what a
Braindump is.
‘Initiate the Braindump’
After you’ve taken your Braindump you should feel
a nice sense of relief (and release). Go ahead and
pat yourself on the back (assuming you’ve washed
your hands first).
Now sit back down and take a good hard look at
the giant mess of data before you. Isn’t it
gorgeous? No? Too messy for your taste? Perfect.
Time to call in the cleaning staff i.e. you.
This is where you start to identify themes and
connections in your observations and ladder them up
to land the big insights. Say what?
This is where you (for lack of a better phrase) analyze
your dump.
It’s at this point that your mess will begin to stop
looking like a mess and start showing early signs of
storylike characteristics. Be proud. It’s kind of like
your mess is going through puberty. So also be
patient. Messes can be frustratingly messy.
Find the core insights.
They look like little nuggets of truth. Then begin to
order them on a white board, Google doc or what
have you, connective thought threads will reveal
themselves. Just look at that. It’s like you’re
practically the proud parent of an outline to a
healthy narrative.
THE SOUND
Put Your Damn Slides Down
So when do we get to the part in the story when we get to open Keynote?
Analyzing your Dump.
Time to Celebrate and Pour the Keynote?
Can Keynote come out to play now?
Make it rain slides!
Toss in some visuals and you’ve got a happy ending
Analyzing
your Dump.
We call them
Sound Bites
THE SOUND
Put Your Damn Slides Down
So when do we get to the part in the story when we get to open Keynote?
Analyzing your Dump
Time to Celebrate and Pour the Keynote?
Can Keynote come out to play now?
Make it rain slides!
Toss in some visuals and you’ve got a happy ending
Time to Celebrate and
Pour the Keynote?
Not yet! You’ve got chapters to build, son.
That’s right. Take that big beautiful narrative full of
insights you’re cradling in your arms and break it into
chapters. Select your most important, impactful
insights and turn each one into their own chapter.
ProTip: Use the actual insights
as your chapter titles.
With Keynote still sealed shut, take each chapter
and flesh it out. Not to be confused with flushing it
out. Toilets are flushed. Chapters are fleshed. It’s like
you’re pimping them out with gold chains of
supporting insights, sub-points, commentary and
evidence. But careful not to overpimp and end up
looking like a hot mess. Less is often more.
Sometimes one hard hitting sentence, stat, data
point or quote is all the pimping a chapter needs.
Can Keynote come out
to Play now?
Put Your Damn Slides Down
So when do we get to the part in the story when we get to open Keynote?
Analyzing your Dump
Time to Celebrate and Pour the Keynote?
Can Keynote come out to Play now?
Make it rain slides!
Toss in some visuals and you’ve got a happy ending
THE SOUND
Guys, can you believe it? It’s almost Keynote
time. We’ve just gotta do one more thing before
we can double click on our best friend in the
whole wide world. One teeny tiny thing. Make the
words perfect. Craft some headlines out of those
raw ideas.
Before we were only concerned with getting the
ideas down. That was then. This is now. This is
the time to tap into your inner poet to say what
you’re trying to say. Be provocative. Be direct.
Mostly be yourself. Everyone has a unique voice.
Don’t be afraid to use it. When you do, you’ll
probably have your slide divisions so you can…
(drumroll, please)...
THE SOUND
Put Your Damn Slides Down
So when do we get to the part in the story when we get to open Keynote?
Analyzing your Dump
Time to Celebrate and Pour the Keynote?
Can Keynote come out to play now?
Make it Rain Slides!
Toss in some visuals and you’ve got a happy ending
Make it Rain
Slides!
At last! We’ve reached the climax of our story.
Congratulations! Time to bust open Keynote and
get our rough draft going. And hey; it’s not even
that rough of a process.
Simply, mindlessly cut and paste from the outline
you made for your narrative. Put your headlines on
top. Paste the supporting pimped out content
below. Then boom! Move to the next slide. Look at
you. You’re doing the electric Keynote slide.
But how’s your slide flow?
Meaning slides should flow horizontally and
vertically. That’s side to side and up and down. So
basically you’ll want each slide to flow horizontally
into the next slide to tell your story in a coherent
narrative.
Good? Now check to make sure the content within
each slide flows vertically so that your support
points are paying off your headlines.
Good? Now check your blood pressure and your
cholesterol levels. Though not part of your slide
flow, it’s always a good idea to have them checked
periodically.
Unpack The Model
The visualization of a tension or mental dynamic at
play is awesome. But simply organizing it on a slide
isn’t enough... now you need to take the time to
‘unpack’ each of the points you make. It’s best to do
your unpacking on a subsequent slide or two.
Parallel Structures
Ah... unpacking a series of similar points requires
finesse and structure. Parallel structures to be
specific. In our stories Parallel Structures can be:

• Organizational frameworks for each point.
Think of it as creating a series of boxes you
know you must check in order to make your
point clear and sticky (ewww... That’s gross.)
• Could be a simple side by side... e.g.
maybe this, definitely not that.
• Or a consistent way of laying out each slide in a
series... e.g. deciding every point needs a
headline, subhead and 3 bullets.
Cadence of Language
This is some real poetic stuff here people! We love
to find a way to tell stories that flow easily. The kind
that can pass from generation or generation or from
Brand Manager to CMO. It helps the reader find a
rhythm. And rhythm’s help things stick in our brain.
Just ask anyone who has ever written an ear worm
of a pop-song.

For example you might say about a person... they
think, they feel, they do

Breathing Room
Not every slide needs to be a killer onslaught of
brilliance. Only 97% of them should be. That leaves
3% of wiggle room to give the reader a chance to
pause, digest and comprehend. Those slides give
us all some much needed air.
We like to use quotes, bridge slides and imagery to
help give the audience some air.*
THE SOUND
Put Your Damn Slides Down
So when do we get to the part in the story when we get to open Keynote?
Analyzing your Dump
Time to Celebrate and Pour the Keynote?
Can Keynote come out to play now?
Make it Rain Slides!
Toss in some visuals and you’ve got a happy ending
*Little air was used in this deck because we knew you were going to
be holding your breath with excitement the entire time you read this.
Well done! High five! Poorly orchestrated
elaborate handshake!
You did it. Your story is solid. But...yes
there’s still one more thing. And it’s not a
small thing. It’s a visual thing.
No matter how amazing your story is, if it’s
not told in a visually appealing way it can fall
flat. So use film. Use evocative images.
Gather ye models and visualizations while ye
may. Pull up some pull quotes. Use all the
tools at your disposal. Invent new ones. Do
what you’ve got to do to make all your
brilliant story look as impressive as it is.
That said, style can never totally make up
for lack of substance. The best visuals and
formatting will never make up for a lack of
real strategic thought and analysis.
We’re all familiar with the story of The
Emperor’s New Clothes. Don’t let your
story serve as the living embodiment of it.
Do let your story win the hearts and minds
of the world.
Toss in some Visuals and
you’ve got a Happy Ending.
THE SOUND
Put Your Damn Slides Down
So when do we get to the part in the story when we get to open Keynote?
Analyzing your Dump
Time to Celebrate and Pour the Keynote?
Can Keynote come out to play now?
Make it rain slides!
Toss in some Visuals and you’ve got a Happy Ending.
Use all the tools.
Invent new ones.
THE SOUND
Our Job.
If we’ve done our job here today you should feel inspired and intrigued.
If this was really bada$$ enough I suppose we’ve taught you how to master the Art of
Storytelling without us. So that means we can all hit the beach and grab a pina colada.
But…. we suspect there are other things you’d rather do than learn a new skill and start
doing everything by yourself.
So we will hold off on one-way plane tickets and wait by the phone to hear from you.
Seriously. Call us. Invite us to help solve your brand and marketing problems.
We promise to be clever and witty and tell a damn smart story that will get noticed.
VA N C O U V E R | N E W Y O R K | L O N D O N | T O R O N T O | C H I C A G O | M U M B A I
W W W. T H E S O U N D H Q . C O M

More Related Content

What's hot

Brilliant Briefs for Digital Projects
Brilliant Briefs for Digital ProjectsBrilliant Briefs for Digital Projects
Brilliant Briefs for Digital Projects
School of Visual Concepts
 
“The (M)admen of the 50 s were the first User Experience designers”
“The (M)admen of the 50 s were the first User Experience designers”“The (M)admen of the 50 s were the first User Experience designers”
“The (M)admen of the 50 s were the first User Experience designers”
Bunnyfoot
 
PresentAbility
PresentAbilityPresentAbility
PresentAbility
MCME Pty Ltd
 
Compelling Presentations
Compelling PresentationsCompelling Presentations
Compelling Presentations
ajharcourt
 
21 Periscope Tips for Winning Broadcasts
21 Periscope Tips for Winning Broadcasts21 Periscope Tips for Winning Broadcasts
21 Periscope Tips for Winning Broadcasts
Donna Moritz
 
Slides book-download
Slides book-downloadSlides book-download
Slides book-download
Socialxyz Cyprus
 
How to have a brilliant brainstorm
How to have a brilliant brainstormHow to have a brilliant brainstorm
How to have a brilliant brainstorm
IDF761
 
AuraTalk issue 2
AuraTalk issue 2AuraTalk issue 2
How to think different
How to think differentHow to think different
How to think different
IDF761
 
Five Approaches to TV and Video
Five Approaches to TV and Video Five Approaches to TV and Video
Five Approaches to TV and Video
edward boches
 
17 Ways to Design a Presentation People Want to View
17 Ways to Design a Presentation People Want to View17 Ways to Design a Presentation People Want to View
17 Ways to Design a Presentation People Want to View
Jim MacLeod
 
How to create a basic concept
How to create a basic conceptHow to create a basic concept
How to create a basic concept
IDF761
 
Hooks - Song project
Hooks - Song projectHooks - Song project
Hooks - Song project
mfct33
 
The Creative Brief Project
The Creative Brief ProjectThe Creative Brief Project
The Creative Brief Project
Edward Cotton
 
Evangelism101
Evangelism101Evangelism101
Evangelism101
Eva Willis
 
A practical guide to Creative Briefs and Briefings
A practical guide to Creative Briefs and BriefingsA practical guide to Creative Briefs and Briefings
A practical guide to Creative Briefs and Briefings
nickdocherty
 
Career Advice for Advertising, Design, Marketing & Life
Career Advice for Advertising, Design, Marketing & LifeCareer Advice for Advertising, Design, Marketing & Life
Career Advice for Advertising, Design, Marketing & Life
Julie Kucinski
 
Thinking Visually
Thinking VisuallyThinking Visually
Thinking Visually
David Armano
 
Designing Great Presentations
Designing Great PresentationsDesigning Great Presentations
Designing Great Presentations
Andre Plaut
 
Doing customer development (and stop wasting your time) - StartupBus edition
Doing customer development (and stop wasting your time) -  StartupBus editionDoing customer development (and stop wasting your time) -  StartupBus edition
Doing customer development (and stop wasting your time) - StartupBus edition
Hans van Gent
 

What's hot (20)

Brilliant Briefs for Digital Projects
Brilliant Briefs for Digital ProjectsBrilliant Briefs for Digital Projects
Brilliant Briefs for Digital Projects
 
“The (M)admen of the 50 s were the first User Experience designers”
“The (M)admen of the 50 s were the first User Experience designers”“The (M)admen of the 50 s were the first User Experience designers”
“The (M)admen of the 50 s were the first User Experience designers”
 
PresentAbility
PresentAbilityPresentAbility
PresentAbility
 
Compelling Presentations
Compelling PresentationsCompelling Presentations
Compelling Presentations
 
21 Periscope Tips for Winning Broadcasts
21 Periscope Tips for Winning Broadcasts21 Periscope Tips for Winning Broadcasts
21 Periscope Tips for Winning Broadcasts
 
Slides book-download
Slides book-downloadSlides book-download
Slides book-download
 
How to have a brilliant brainstorm
How to have a brilliant brainstormHow to have a brilliant brainstorm
How to have a brilliant brainstorm
 
AuraTalk issue 2
AuraTalk issue 2AuraTalk issue 2
AuraTalk issue 2
 
How to think different
How to think differentHow to think different
How to think different
 
Five Approaches to TV and Video
Five Approaches to TV and Video Five Approaches to TV and Video
Five Approaches to TV and Video
 
17 Ways to Design a Presentation People Want to View
17 Ways to Design a Presentation People Want to View17 Ways to Design a Presentation People Want to View
17 Ways to Design a Presentation People Want to View
 
How to create a basic concept
How to create a basic conceptHow to create a basic concept
How to create a basic concept
 
Hooks - Song project
Hooks - Song projectHooks - Song project
Hooks - Song project
 
The Creative Brief Project
The Creative Brief ProjectThe Creative Brief Project
The Creative Brief Project
 
Evangelism101
Evangelism101Evangelism101
Evangelism101
 
A practical guide to Creative Briefs and Briefings
A practical guide to Creative Briefs and BriefingsA practical guide to Creative Briefs and Briefings
A practical guide to Creative Briefs and Briefings
 
Career Advice for Advertising, Design, Marketing & Life
Career Advice for Advertising, Design, Marketing & LifeCareer Advice for Advertising, Design, Marketing & Life
Career Advice for Advertising, Design, Marketing & Life
 
Thinking Visually
Thinking VisuallyThinking Visually
Thinking Visually
 
Designing Great Presentations
Designing Great PresentationsDesigning Great Presentations
Designing Great Presentations
 
Doing customer development (and stop wasting your time) - StartupBus edition
Doing customer development (and stop wasting your time) -  StartupBus editionDoing customer development (and stop wasting your time) -  StartupBus edition
Doing customer development (and stop wasting your time) - StartupBus edition
 

Similar to The Sound Guide to Storytelling

Why Brands Should Be Mysterious
Why Brands Should Be MysteriousWhy Brands Should Be Mysterious
Why Brands Should Be Mysterious
Matt Summers
 
Presenting: structure story and support
Presenting: structure story and supportPresenting: structure story and support
Presenting: structure story and support
Felienne Hermans
 
How to give a good presentation
How to give a good presentationHow to give a good presentation
How to give a good presentation
Ziyad Siso
 
Understanding the Art of Storytelling.pdf
Understanding the Art of Storytelling.pdfUnderstanding the Art of Storytelling.pdf
Understanding the Art of Storytelling.pdf
EkoInnovationCentre
 
4 Game-changers for Presentations
4 Game-changers for Presentations4 Game-changers for Presentations
4 Game-changers for Presentations
Fortify Services
 
Creating a narrative for ESOL level 2
Creating a narrative for ESOL level 2Creating a narrative for ESOL level 2
Creating a narrative for ESOL level 2
aliah1981
 
Wow notes
Wow notesWow notes
Wow notes
Rdecastle
 
Business Story Generator Canvas
Business Story Generator CanvasBusiness Story Generator Canvas
Business Story Generator Canvas
Knowledgecrush
 
Give a Skepticamp Talk!
Give a Skepticamp Talk!Give a Skepticamp Talk!
Give a Skepticamp Talk!
bethvoigt
 
PRESENTATION DOs & DON'Ts
PRESENTATION DOs & DON'TsPRESENTATION DOs & DON'Ts
PRESENTATION DOs & DON'Ts
Sarah Hartley
 
Audio task 2 2021
Audio task 2 2021Audio task 2 2021
Audio task 2 2021
alilyajaib
 
Presentation skills for business managers
Presentation skills for business managersPresentation skills for business managers
Presentation skills for business managers
jairajputana
 
How to pitch a film
How to pitch a filmHow to pitch a film
How to pitch a film
krowland
 
Idealand 2.0
Idealand 2.0Idealand 2.0
Idealand 2.0
Wordshop Academy
 
Cusec Vive Le Feu!
Cusec Vive Le Feu!Cusec Vive Le Feu!
Cusec Vive Le Feu!
heri
 
Customer Interviews for Content Strategists
Customer Interviews for Content StrategistsCustomer Interviews for Content Strategists
Customer Interviews for Content Strategists
Kerry-Anne Gilowey
 
A talk about talking!
A talk about talking!A talk about talking!
A talk about talking!
Tanya Reilly
 
What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating PresentersWhat Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
HubSpot
 
What would steve do
What would steve doWhat would steve do
What would steve do
Juan Manuel Ramírez Belloso
 
What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating PresentersWhat Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
Aleksander Szulc
 

Similar to The Sound Guide to Storytelling (20)

Why Brands Should Be Mysterious
Why Brands Should Be MysteriousWhy Brands Should Be Mysterious
Why Brands Should Be Mysterious
 
Presenting: structure story and support
Presenting: structure story and supportPresenting: structure story and support
Presenting: structure story and support
 
How to give a good presentation
How to give a good presentationHow to give a good presentation
How to give a good presentation
 
Understanding the Art of Storytelling.pdf
Understanding the Art of Storytelling.pdfUnderstanding the Art of Storytelling.pdf
Understanding the Art of Storytelling.pdf
 
4 Game-changers for Presentations
4 Game-changers for Presentations4 Game-changers for Presentations
4 Game-changers for Presentations
 
Creating a narrative for ESOL level 2
Creating a narrative for ESOL level 2Creating a narrative for ESOL level 2
Creating a narrative for ESOL level 2
 
Wow notes
Wow notesWow notes
Wow notes
 
Business Story Generator Canvas
Business Story Generator CanvasBusiness Story Generator Canvas
Business Story Generator Canvas
 
Give a Skepticamp Talk!
Give a Skepticamp Talk!Give a Skepticamp Talk!
Give a Skepticamp Talk!
 
PRESENTATION DOs & DON'Ts
PRESENTATION DOs & DON'TsPRESENTATION DOs & DON'Ts
PRESENTATION DOs & DON'Ts
 
Audio task 2 2021
Audio task 2 2021Audio task 2 2021
Audio task 2 2021
 
Presentation skills for business managers
Presentation skills for business managersPresentation skills for business managers
Presentation skills for business managers
 
How to pitch a film
How to pitch a filmHow to pitch a film
How to pitch a film
 
Idealand 2.0
Idealand 2.0Idealand 2.0
Idealand 2.0
 
Cusec Vive Le Feu!
Cusec Vive Le Feu!Cusec Vive Le Feu!
Cusec Vive Le Feu!
 
Customer Interviews for Content Strategists
Customer Interviews for Content StrategistsCustomer Interviews for Content Strategists
Customer Interviews for Content Strategists
 
A talk about talking!
A talk about talking!A talk about talking!
A talk about talking!
 
What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating PresentersWhat Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
 
What would steve do
What would steve doWhat would steve do
What would steve do
 
What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating PresentersWhat Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
 

More from The Sound: Exploration Strategy Innovation

Sex in the Time of Covid-19 - Quantitative Exploration by The Sound
Sex in the Time of Covid-19 - Quantitative Exploration by The SoundSex in the Time of Covid-19 - Quantitative Exploration by The Sound
Sex in the Time of Covid-19 - Quantitative Exploration by The Sound
The Sound: Exploration Strategy Innovation
 
Home: Living Outside The Box
Home: Living Outside The BoxHome: Living Outside The Box
Home: Living Outside The Box
The Sound: Exploration Strategy Innovation
 
The Sound's Fringestream Guidebook 2017
The Sound's Fringestream Guidebook 2017The Sound's Fringestream Guidebook 2017
The Sound's Fringestream Guidebook 2017
The Sound: Exploration Strategy Innovation
 
Hello Future: Generation Edge & Technology
Hello Future: Generation Edge & TechnologyHello Future: Generation Edge & Technology
Hello Future: Generation Edge & Technology
The Sound: Exploration Strategy Innovation
 
Gen-X VS Millennials VS Gen Edge
Gen-X VS Millennials VS Gen EdgeGen-X VS Millennials VS Gen Edge
Gen-X VS Millennials VS Gen Edge
The Sound: Exploration Strategy Innovation
 
Generation-X: Youth Never Gets Old
Generation-X: Youth Never Gets OldGeneration-X: Youth Never Gets Old
Generation-X: Youth Never Gets Old
The Sound: Exploration Strategy Innovation
 
Strategies for Disunity
Strategies for DisunityStrategies for Disunity
Generation Edge - Understanding the new Young India
Generation Edge - Understanding the new Young IndiaGeneration Edge - Understanding the new Young India
Generation Edge - Understanding the new Young India
The Sound: Exploration Strategy Innovation
 
FringeStream: Food India
FringeStream: Food IndiaFringeStream: Food India
Millennial Tensions: A Story of Change
Millennial Tensions: A Story of ChangeMillennial Tensions: A Story of Change
Millennial Tensions: A Story of Change
The Sound: Exploration Strategy Innovation
 
FringeStream: Food (Quick Read)
FringeStream: Food (Quick Read)FringeStream: Food (Quick Read)
FringeStream: Food (Quick Read)
The Sound: Exploration Strategy Innovation
 
FringeStream: Food
FringeStream: FoodFringeStream: Food
FringeStream - Fallout Families
FringeStream - Fallout FamiliesFringeStream - Fallout Families
FringeStream - Fallout Families
The Sound: Exploration Strategy Innovation
 
FringeStream is the New Mainstream: what used to be niche is now normal
FringeStream is the New Mainstream: what used to be niche is now normalFringeStream is the New Mainstream: what used to be niche is now normal
FringeStream is the New Mainstream: what used to be niche is now normal
The Sound: Exploration Strategy Innovation
 
Generation Edge Exhibition
Generation Edge ExhibitionGeneration Edge Exhibition
Generation Edge Exhibition
The Sound: Exploration Strategy Innovation
 
MOM CRIMES
MOM CRIMESMOM CRIMES
Edgers of the year 2014
Edgers of the year 2014Edgers of the year 2014
The post millennial generation: The impact of Gen X, How X-er parents are sh...
The post millennial generation:  The impact of Gen X, How X-er parents are sh...The post millennial generation:  The impact of Gen X, How X-er parents are sh...
The post millennial generation: The impact of Gen X, How X-er parents are sh...
The Sound: Exploration Strategy Innovation
 
The post millennial generation: A new age of rebellion. Far more rebellious ...
The post millennial generation: A new age of rebellion.  Far more rebellious ...The post millennial generation: A new age of rebellion.  Far more rebellious ...
The post millennial generation: A new age of rebellion. Far more rebellious ...
The Sound: Exploration Strategy Innovation
 
Most of the post millennial generation are still at school. It's not really ...
Most of the post millennial generation are still at school.  It's not really ...Most of the post millennial generation are still at school.  It's not really ...
Most of the post millennial generation are still at school. It's not really ...
The Sound: Exploration Strategy Innovation
 

More from The Sound: Exploration Strategy Innovation (20)

Sex in the Time of Covid-19 - Quantitative Exploration by The Sound
Sex in the Time of Covid-19 - Quantitative Exploration by The SoundSex in the Time of Covid-19 - Quantitative Exploration by The Sound
Sex in the Time of Covid-19 - Quantitative Exploration by The Sound
 
Home: Living Outside The Box
Home: Living Outside The BoxHome: Living Outside The Box
Home: Living Outside The Box
 
The Sound's Fringestream Guidebook 2017
The Sound's Fringestream Guidebook 2017The Sound's Fringestream Guidebook 2017
The Sound's Fringestream Guidebook 2017
 
Hello Future: Generation Edge & Technology
Hello Future: Generation Edge & TechnologyHello Future: Generation Edge & Technology
Hello Future: Generation Edge & Technology
 
Gen-X VS Millennials VS Gen Edge
Gen-X VS Millennials VS Gen EdgeGen-X VS Millennials VS Gen Edge
Gen-X VS Millennials VS Gen Edge
 
Generation-X: Youth Never Gets Old
Generation-X: Youth Never Gets OldGeneration-X: Youth Never Gets Old
Generation-X: Youth Never Gets Old
 
Strategies for Disunity
Strategies for DisunityStrategies for Disunity
Strategies for Disunity
 
Generation Edge - Understanding the new Young India
Generation Edge - Understanding the new Young IndiaGeneration Edge - Understanding the new Young India
Generation Edge - Understanding the new Young India
 
FringeStream: Food India
FringeStream: Food IndiaFringeStream: Food India
FringeStream: Food India
 
Millennial Tensions: A Story of Change
Millennial Tensions: A Story of ChangeMillennial Tensions: A Story of Change
Millennial Tensions: A Story of Change
 
FringeStream: Food (Quick Read)
FringeStream: Food (Quick Read)FringeStream: Food (Quick Read)
FringeStream: Food (Quick Read)
 
FringeStream: Food
FringeStream: FoodFringeStream: Food
FringeStream: Food
 
FringeStream - Fallout Families
FringeStream - Fallout FamiliesFringeStream - Fallout Families
FringeStream - Fallout Families
 
FringeStream is the New Mainstream: what used to be niche is now normal
FringeStream is the New Mainstream: what used to be niche is now normalFringeStream is the New Mainstream: what used to be niche is now normal
FringeStream is the New Mainstream: what used to be niche is now normal
 
Generation Edge Exhibition
Generation Edge ExhibitionGeneration Edge Exhibition
Generation Edge Exhibition
 
MOM CRIMES
MOM CRIMESMOM CRIMES
MOM CRIMES
 
Edgers of the year 2014
Edgers of the year 2014Edgers of the year 2014
Edgers of the year 2014
 
The post millennial generation: The impact of Gen X, How X-er parents are sh...
The post millennial generation:  The impact of Gen X, How X-er parents are sh...The post millennial generation:  The impact of Gen X, How X-er parents are sh...
The post millennial generation: The impact of Gen X, How X-er parents are sh...
 
The post millennial generation: A new age of rebellion. Far more rebellious ...
The post millennial generation: A new age of rebellion.  Far more rebellious ...The post millennial generation: A new age of rebellion.  Far more rebellious ...
The post millennial generation: A new age of rebellion. Far more rebellious ...
 
Most of the post millennial generation are still at school. It's not really ...
Most of the post millennial generation are still at school.  It's not really ...Most of the post millennial generation are still at school.  It's not really ...
Most of the post millennial generation are still at school. It's not really ...
 

Recently uploaded

Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, OutgrowGrowth Marketing in 2024 - Randy Rayess, Outgrow
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockPillar-Based Marketing Master Class - Ryan Brock
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Search Engine Journal
 
E3 ACP Shade Catalogues - Comprehensive Range of Colors and Finishes
E3 ACP Shade Catalogues - Comprehensive Range of Colors and FinishesE3 ACP Shade Catalogues - Comprehensive Range of Colors and Finishes
E3 ACP Shade Catalogues - Comprehensive Range of Colors and Finishes
E3 Group ACP
 
Demapro: Your Partner in Strategic Market Insights
Demapro: Your Partner in Strategic Market InsightsDemapro: Your Partner in Strategic Market Insights
Demapro: Your Partner in Strategic Market Insights
arun mishra
 
Research to Results: A Behavioral Economist's Guide to CRO
Research to Results: A Behavioral Economist's Guide to CROResearch to Results: A Behavioral Economist's Guide to CRO
Research to Results: A Behavioral Economist's Guide to CRO
VWO
 
Poster Design Presentation Grip July 2024.pptx
Poster Design Presentation Grip July 2024.pptxPoster Design Presentation Grip July 2024.pptx
Poster Design Presentation Grip July 2024.pptx
The Sparks Foundation
 
The Intersection Between AI & Paid Media Management - Curtiss Gulash
The Intersection Between AI & Paid Media Management - Curtiss GulashThe Intersection Between AI & Paid Media Management - Curtiss Gulash
The Intersection Between AI & Paid Media Management - Curtiss Gulash
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Better Together Driving Superior Results with Organic and Paid Social Media -...
Better Together Driving Superior Results with Organic and Paid Social Media -...Better Together Driving Superior Results with Organic and Paid Social Media -...
Better Together Driving Superior Results with Organic and Paid Social Media -...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Content Atomization with LLMs - Ginger Shimp
Content Atomization with LLMs - Ginger ShimpContent Atomization with LLMs - Ginger Shimp
Code With Purpose: SEO For Web Developer
Code With Purpose: SEO For Web DeveloperCode With Purpose: SEO For Web Developer
Code With Purpose: SEO For Web Developer
Tara Bahadur Thapa Magar
 
Presentation on CRM - Zoho & Salesforce.pptx
Presentation on CRM - Zoho & Salesforce.pptxPresentation on CRM - Zoho & Salesforce.pptx
Presentation on CRM - Zoho & Salesforce.pptx
utkarshkhera98
 
8 Tips on Creating Compelling Content for Your Moment Marketing
8 Tips  on Creating Compelling Content for Your Moment Marketing8 Tips  on Creating Compelling Content for Your Moment Marketing
8 Tips on Creating Compelling Content for Your Moment Marketing
Maxsemo
 
Beyond Cookies Preparing for a Privacy-First Future - Steve Krull
Beyond Cookies Preparing for a Privacy-First Future - Steve KrullBeyond Cookies Preparing for a Privacy-First Future - Steve Krull
Beyond Cookies Preparing for a Privacy-First Future - Steve Krull
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdfTAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
Social Samosa
 
Kutility Digital marketing Agency service PPT
Kutility Digital marketing  Agency service PPTKutility Digital marketing  Agency service PPT
Kutility Digital marketing Agency service PPT
abhil40256
 
How AI Drives Success In Digital Marketing-skillfloor.pdf
How AI Drives Success In Digital Marketing-skillfloor.pdfHow AI Drives Success In Digital Marketing-skillfloor.pdf
How AI Drives Success In Digital Marketing-skillfloor.pdf
gchaitya21
 
Cut Through the Noise to Drive More Conversions
Cut Through the Noise to Drive More ConversionsCut Through the Noise to Drive More Conversions
Cut Through the Noise to Drive More Conversions
VWO
 
MAPLE CLICKS CANADA : DIGITAL MARKETING.
MAPLE CLICKS CANADA : DIGITAL MARKETING.MAPLE CLICKS CANADA : DIGITAL MARKETING.
MAPLE CLICKS CANADA : DIGITAL MARKETING.
mapleclicksca
 

Recently uploaded (20)

Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, OutgrowGrowth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, Outgrow
 
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockPillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan Brock
 
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
 
E3 ACP Shade Catalogues - Comprehensive Range of Colors and Finishes
E3 ACP Shade Catalogues - Comprehensive Range of Colors and FinishesE3 ACP Shade Catalogues - Comprehensive Range of Colors and Finishes
E3 ACP Shade Catalogues - Comprehensive Range of Colors and Finishes
 
Demapro: Your Partner in Strategic Market Insights
Demapro: Your Partner in Strategic Market InsightsDemapro: Your Partner in Strategic Market Insights
Demapro: Your Partner in Strategic Market Insights
 
Research to Results: A Behavioral Economist's Guide to CRO
Research to Results: A Behavioral Economist's Guide to CROResearch to Results: A Behavioral Economist's Guide to CRO
Research to Results: A Behavioral Economist's Guide to CRO
 
Poster Design Presentation Grip July 2024.pptx
Poster Design Presentation Grip July 2024.pptxPoster Design Presentation Grip July 2024.pptx
Poster Design Presentation Grip July 2024.pptx
 
The Intersection Between AI & Paid Media Management - Curtiss Gulash
The Intersection Between AI & Paid Media Management - Curtiss GulashThe Intersection Between AI & Paid Media Management - Curtiss Gulash
The Intersection Between AI & Paid Media Management - Curtiss Gulash
 
Better Together Driving Superior Results with Organic and Paid Social Media -...
Better Together Driving Superior Results with Organic and Paid Social Media -...Better Together Driving Superior Results with Organic and Paid Social Media -...
Better Together Driving Superior Results with Organic and Paid Social Media -...
 
Content Atomization with LLMs - Ginger Shimp
Content Atomization with LLMs - Ginger ShimpContent Atomization with LLMs - Ginger Shimp
Content Atomization with LLMs - Ginger Shimp
 
Code With Purpose: SEO For Web Developer
Code With Purpose: SEO For Web DeveloperCode With Purpose: SEO For Web Developer
Code With Purpose: SEO For Web Developer
 
Presentation on CRM - Zoho & Salesforce.pptx
Presentation on CRM - Zoho & Salesforce.pptxPresentation on CRM - Zoho & Salesforce.pptx
Presentation on CRM - Zoho & Salesforce.pptx
 
8 Tips on Creating Compelling Content for Your Moment Marketing
8 Tips  on Creating Compelling Content for Your Moment Marketing8 Tips  on Creating Compelling Content for Your Moment Marketing
8 Tips on Creating Compelling Content for Your Moment Marketing
 
Beyond Cookies Preparing for a Privacy-First Future - Steve Krull
Beyond Cookies Preparing for a Privacy-First Future - Steve KrullBeyond Cookies Preparing for a Privacy-First Future - Steve Krull
Beyond Cookies Preparing for a Privacy-First Future - Steve Krull
 
497 Page 1 Rankings in 7 Weeks - Ryan Brock
497 Page 1 Rankings in 7 Weeks - Ryan Brock497 Page 1 Rankings in 7 Weeks - Ryan Brock
497 Page 1 Rankings in 7 Weeks - Ryan Brock
 
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdfTAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
 
Kutility Digital marketing Agency service PPT
Kutility Digital marketing  Agency service PPTKutility Digital marketing  Agency service PPT
Kutility Digital marketing Agency service PPT
 
How AI Drives Success In Digital Marketing-skillfloor.pdf
How AI Drives Success In Digital Marketing-skillfloor.pdfHow AI Drives Success In Digital Marketing-skillfloor.pdf
How AI Drives Success In Digital Marketing-skillfloor.pdf
 
Cut Through the Noise to Drive More Conversions
Cut Through the Noise to Drive More ConversionsCut Through the Noise to Drive More Conversions
Cut Through the Noise to Drive More Conversions
 
MAPLE CLICKS CANADA : DIGITAL MARKETING.
MAPLE CLICKS CANADA : DIGITAL MARKETING.MAPLE CLICKS CANADA : DIGITAL MARKETING.
MAPLE CLICKS CANADA : DIGITAL MARKETING.
 

The Sound Guide to Storytelling

  • 1. THE SOUND The Sound Guide to Storytelling. Or... “How to Trick People into Listening to you and Remembering what you Say”
  • 2. THE SOUND Hello. We are The Sound. Today we’re going to tell you a story. A story about stories. How meta, right? This one has got everything you could possibly want — adventure, romance, sex, intrigue, bottlenose dolphins, and almost no marketing buzzwords. And the best part? Hang on, we’ll get there… See? Intrigue!
  • 3. Storytelling. We believe storytelling is the answer to your problems. Whether it’s getting people to think fondly of your brand or simply getting out of a speeding ticket, crafting and telling a powerful story is the way to go. True story. It’s truly the finest way to say something in a memorable way that moves people into doing something. Like moving on to page three. THE SOUND
  • 4. The Story about the Secret to Telling Good Stories. Once upon a time (i.e. now) most people were not very good storytellers. There were a few basic reasons for that. First, people often didn’t know the point of their story before they’d start telling it. It’s vital to know where you are and where you want to end up. If you don’t, you risk looking like a rambler rather than a raconteur. Second, people often didn’t know how in depth to make the story. Were they supposed to tell the 5 minute version or the 45 minute one? As a result their listeners would end up confused or asleep. A good storyteller knows when and how to make a long story short. THE SOUND
  • 5. Questions Questions Questions. You know you want to tell a story… that’s wonderful news! Did you know all good stories start with questions? Here are some questions you should ask yourself before you open your mouth to begin this exciting adventure. Q. What’s this story about?
 Q. Who is it about?
 Q. What happens? Q. Why does this story matter (to your customer/brand)?
 Q. What do you want your audience to feel/do after hearing your story?
 Q. Has this story been told before? Q. If so, how can I tell it better?
 Q. Are you my mother? Q. Can you stop asking me so many questions? THE SOUND
  • 6. Once upon a time there was a story and there was a pie chart. Everyone liked the story and nobody liked the chart. People liked the story because it captivated and engaged them. What’s not to like about a bottlenose dolphin who leaves her successful bottle opener empire behind in the ocean to pursue a social media career on land? It made people feel something. Meanwhile the chart which dryly detailed the most popular social media careers for dolphins also made people feel something. Boredom. The chart was quickly forgotten by the people and soon died. Meanwhile the story about the dolphin (supported by charts) was optioned by Netflix and made into a somewhat mediocre streaming series that people loved anyway. The End. The Story about Stories vs Charts THE SOUND
  • 7. THE SOUND The Hypothesis. Now that you’ve asked yourself some basic questions about your story, guess what time it is. If you guessed peanut butter and jelly time, you were close. It’s time to form a hypothesis to help you figure out what information you’re going to need to tell your story.
  • 8. THE SOUND Aka Questions Questions Questions. To form a nice strong story that will make anyone with a pulse drool (remember when we said this story contained sex?) it’s helpful to ask yourself a whole bunch more questions. These questions are all about building hypotheses. Because hypotheses help us start from something instead of scratch. Q. What do you already know? Q. What do you think you know?
 Q. What do you need to find out? Q. What do you think you’re going to find when you look?
 And of course… Q. Did you put on sunscreen today?
  • 9. THE SOUND My father taught me many things here - he taught me in this room. He taught me: keep your friends close, but your enemies closer.” “ Michael Corleone, The Godfather II The Session. At the start of nearly every Sound project we begin with a Hypothesis Session. Rather than us sitting in a room making guesses about your business or problem, we invite you to join us. That way we can all gossip about it together. These hypothesis are the difference between ending up with a story you think you’ve vaguely heard before (like most 90’s rom- coms) and a story that feels like the greatest sequel of all time…
  • 10. Put your Damn Slides Down. So when do we get to the part in the story when we get to open Keynote? Analyzing your Dump Time to Celebrate and Pour the Keynote? Can Keynote come out to play now? Make it rain slides! Toss in some visuals and you’ve got a happy ending Here are six reasons why you shouldn’t start making slides yet. 1) It’s a waste of time. You’re not ready. 2) It encourages sequential thinking. But you don’t know the order of your story yet. 3) It causes retrofitting and defensiveness. 4) It encourages silo-working and banality. 5) It’s the opposite of deep thinking. 6) It’s simply bass-ackwards. THE SOUND Put your Damn Slides Down. So now that you’re feeling all confident with your big strong hypothesis by your side, we’ve reached the part in our story where you (our hero) bust out the Keynote to start making some slides, right? Well not exactly... In fact not even approximately. While the Law of Insights does state that we are required to tell stories with slides. Writing a story and making slides aren’t the same thing. Slides exist to enhance our stories. But until you have your story fully figured out, you can put that Keynote away.
  • 11. THE SOUND Put Your Damn Slides Down So when do we get to the Part in the Story when we get to Open Keynote? Analyzing your Dump Time to Celebrate and Pour the Keynote? Can Keynote come out to play now? Make it rain slides! Toss in some visuals and you’ve got a happy ending So when do we get to the Part in the Story when we get to Open Keynote? Yes, we know you love to open Keynote. But as the saying goes, you can’t mention the Jedi before you’ve received permission from Disney. By the same token, you can’t open the Keynote before you initiate the Braindump. The Braindump is a technical industry term. It refers to the process of strapping on an apron, tying your hair back in a ponytail and emptying your brain of all the data and observations you’ve collected for your story. It’s messy. It’s disorganized. And it’s ok. It’s what a Braindump is. ‘Initiate the Braindump’
  • 12. After you’ve taken your Braindump you should feel a nice sense of relief (and release). Go ahead and pat yourself on the back (assuming you’ve washed your hands first). Now sit back down and take a good hard look at the giant mess of data before you. Isn’t it gorgeous? No? Too messy for your taste? Perfect. Time to call in the cleaning staff i.e. you. This is where you start to identify themes and connections in your observations and ladder them up to land the big insights. Say what? This is where you (for lack of a better phrase) analyze your dump. It’s at this point that your mess will begin to stop looking like a mess and start showing early signs of storylike characteristics. Be proud. It’s kind of like your mess is going through puberty. So also be patient. Messes can be frustratingly messy. Find the core insights. They look like little nuggets of truth. Then begin to order them on a white board, Google doc or what have you, connective thought threads will reveal themselves. Just look at that. It’s like you’re practically the proud parent of an outline to a healthy narrative. THE SOUND Put Your Damn Slides Down So when do we get to the part in the story when we get to open Keynote? Analyzing your Dump. Time to Celebrate and Pour the Keynote? Can Keynote come out to play now? Make it rain slides! Toss in some visuals and you’ve got a happy ending Analyzing your Dump. We call them Sound Bites
  • 13. THE SOUND Put Your Damn Slides Down So when do we get to the part in the story when we get to open Keynote? Analyzing your Dump Time to Celebrate and Pour the Keynote? Can Keynote come out to play now? Make it rain slides! Toss in some visuals and you’ve got a happy ending Time to Celebrate and Pour the Keynote? Not yet! You’ve got chapters to build, son. That’s right. Take that big beautiful narrative full of insights you’re cradling in your arms and break it into chapters. Select your most important, impactful insights and turn each one into their own chapter. ProTip: Use the actual insights as your chapter titles. With Keynote still sealed shut, take each chapter and flesh it out. Not to be confused with flushing it out. Toilets are flushed. Chapters are fleshed. It’s like you’re pimping them out with gold chains of supporting insights, sub-points, commentary and evidence. But careful not to overpimp and end up looking like a hot mess. Less is often more. Sometimes one hard hitting sentence, stat, data point or quote is all the pimping a chapter needs.
  • 14. Can Keynote come out to Play now? Put Your Damn Slides Down So when do we get to the part in the story when we get to open Keynote? Analyzing your Dump Time to Celebrate and Pour the Keynote? Can Keynote come out to Play now? Make it rain slides! Toss in some visuals and you’ve got a happy ending THE SOUND Guys, can you believe it? It’s almost Keynote time. We’ve just gotta do one more thing before we can double click on our best friend in the whole wide world. One teeny tiny thing. Make the words perfect. Craft some headlines out of those raw ideas. Before we were only concerned with getting the ideas down. That was then. This is now. This is the time to tap into your inner poet to say what you’re trying to say. Be provocative. Be direct. Mostly be yourself. Everyone has a unique voice. Don’t be afraid to use it. When you do, you’ll probably have your slide divisions so you can… (drumroll, please)...
  • 15. THE SOUND Put Your Damn Slides Down So when do we get to the part in the story when we get to open Keynote? Analyzing your Dump Time to Celebrate and Pour the Keynote? Can Keynote come out to play now? Make it Rain Slides! Toss in some visuals and you’ve got a happy ending Make it Rain Slides! At last! We’ve reached the climax of our story. Congratulations! Time to bust open Keynote and get our rough draft going. And hey; it’s not even that rough of a process. Simply, mindlessly cut and paste from the outline you made for your narrative. Put your headlines on top. Paste the supporting pimped out content below. Then boom! Move to the next slide. Look at you. You’re doing the electric Keynote slide. But how’s your slide flow? Meaning slides should flow horizontally and vertically. That’s side to side and up and down. So basically you’ll want each slide to flow horizontally into the next slide to tell your story in a coherent narrative. Good? Now check to make sure the content within each slide flows vertically so that your support points are paying off your headlines. Good? Now check your blood pressure and your cholesterol levels. Though not part of your slide flow, it’s always a good idea to have them checked periodically.
  • 16. Unpack The Model The visualization of a tension or mental dynamic at play is awesome. But simply organizing it on a slide isn’t enough... now you need to take the time to ‘unpack’ each of the points you make. It’s best to do your unpacking on a subsequent slide or two. Parallel Structures Ah... unpacking a series of similar points requires finesse and structure. Parallel structures to be specific. In our stories Parallel Structures can be:
 • Organizational frameworks for each point. Think of it as creating a series of boxes you know you must check in order to make your point clear and sticky (ewww... That’s gross.) • Could be a simple side by side... e.g. maybe this, definitely not that. • Or a consistent way of laying out each slide in a series... e.g. deciding every point needs a headline, subhead and 3 bullets. Cadence of Language This is some real poetic stuff here people! We love to find a way to tell stories that flow easily. The kind that can pass from generation or generation or from Brand Manager to CMO. It helps the reader find a rhythm. And rhythm’s help things stick in our brain. Just ask anyone who has ever written an ear worm of a pop-song.
 For example you might say about a person... they think, they feel, they do
 Breathing Room Not every slide needs to be a killer onslaught of brilliance. Only 97% of them should be. That leaves 3% of wiggle room to give the reader a chance to pause, digest and comprehend. Those slides give us all some much needed air. We like to use quotes, bridge slides and imagery to help give the audience some air.* THE SOUND Put Your Damn Slides Down So when do we get to the part in the story when we get to open Keynote? Analyzing your Dump Time to Celebrate and Pour the Keynote? Can Keynote come out to play now? Make it Rain Slides! Toss in some visuals and you’ve got a happy ending *Little air was used in this deck because we knew you were going to be holding your breath with excitement the entire time you read this.
  • 17. Well done! High five! Poorly orchestrated elaborate handshake! You did it. Your story is solid. But...yes there’s still one more thing. And it’s not a small thing. It’s a visual thing. No matter how amazing your story is, if it’s not told in a visually appealing way it can fall flat. So use film. Use evocative images. Gather ye models and visualizations while ye may. Pull up some pull quotes. Use all the tools at your disposal. Invent new ones. Do what you’ve got to do to make all your brilliant story look as impressive as it is. That said, style can never totally make up for lack of substance. The best visuals and formatting will never make up for a lack of real strategic thought and analysis. We’re all familiar with the story of The Emperor’s New Clothes. Don’t let your story serve as the living embodiment of it. Do let your story win the hearts and minds of the world. Toss in some Visuals and you’ve got a Happy Ending. THE SOUND Put Your Damn Slides Down So when do we get to the part in the story when we get to open Keynote? Analyzing your Dump Time to Celebrate and Pour the Keynote? Can Keynote come out to play now? Make it rain slides! Toss in some Visuals and you’ve got a Happy Ending. Use all the tools. Invent new ones.
  • 18. THE SOUND Our Job. If we’ve done our job here today you should feel inspired and intrigued. If this was really bada$$ enough I suppose we’ve taught you how to master the Art of Storytelling without us. So that means we can all hit the beach and grab a pina colada. But…. we suspect there are other things you’d rather do than learn a new skill and start doing everything by yourself. So we will hold off on one-way plane tickets and wait by the phone to hear from you. Seriously. Call us. Invite us to help solve your brand and marketing problems. We promise to be clever and witty and tell a damn smart story that will get noticed.
  • 19. VA N C O U V E R | N E W Y O R K | L O N D O N | T O R O N T O | C H I C A G O | M U M B A I W W W. T H E S O U N D H Q . C O M