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StoryCapgemini RDV training    Thecla Schreuders
Today• Why story• What is story• Brain and story• Classic stories• Character• Action• Brands and story• Making story
Why do we talk about story?We are social animalsPractice interaction, learn codes &  customs, how to be humanAs children w...
Why do we talk about story?During our lifetimes we spend more time in stories than anywhere else• 65% of speaking time is ...
Why do we talk about story?Story as distillationStory helps us understand• Our client• Our client’s business• Our client’s...
Three parts and the whole           Story =           Audience           Content          Structure         = Experience
ErnestHemingwayonce said hisbest workwas a storyhe wrote in justsix words:
For sale:baby shoes,never worn.
What is ‘story’?
What is ‘story’More than a list of factsCausally linked events which unfold  over timeInteraction of ‘intentional agents’ ...
Elements of story?
Elements of storyCharacterObjective or desireObstacles to achieving itAction & behaviourBeginning – middle – endWho What W...
“What happened?”“What happens next?”
Story =1+1=3
Story = interactiveRelies on audience’s cognitive & emotional responses to make connectionsStory makes you part of it as y...
Story is manipulation
Wired for story
Memory
Procedural
Episodic
Semantic
Thinking
Thinking, fast and slowSystem 1 = fast, unconscious, intuitive, automatic Relies on emotion, accumulated experienceSystem ...
Thinking, fast and slow
Thinking, fast and slow17 x 24 =
Mirror neurons
Stories are universal
Classic story modes• Romantic – the trials of love• Heroic – quest for precious outcome  or power struggles• Sacrificial –...
Hero’s journey•   Ordinary world•   Call to adventure•   Refusal of call, hesitation, doubt•   Mentor•   Allies, tests, en...
Gladiator• The title character just wants to go  home.• What happens to him instead turns  into the longest, bloodiest com...
So?Story =Rational & emotionalLogical & magical‘Right brain’ & ‘left brain’Conscious & unconscious
Man at work
Ask questions, such as …who is this man?what is he doing and why?what is he thinking, feeling; his hopes, fears, plans?wha...
Story
“Let’s talk about me …”
My storyWhat’s happening inside?• I define• You infer• Assumptions & prior knowledge• Fill in, flesh out, fine tune• Confirm
Your story‘Who are you?’• Define• Infer• Cohere
More story elements• ‘Character is conflict’• Premise: a proposition leading to a  conclusion• Set up = expectation• Payof...
Character // Audience …Stories are about and for people, all overcoming obstacles in pursuit of a goalEvery story needs an...
Motivation & action      I think therefore I am     I WANT therefore I DO
Goldhawk Rd pub
Goldhawk Rd pub• What do you do?• Why?• What do your actions say about you?
Brands use story• Business or brand idea• Customer value proposition  – Customer needs, product benefits,    competitive d...
The client’s story• Creation myths• Heroism• Purpose• Brand story• Unique benefits and solutions
Life. Then Strategy http://www.markpollard.net/
Brand, strategy and story• Find the real problem and state it  interestingly• Find a deep human insight – hit a nerve• Fin...
A reminder …Storytelling = audience, content and structure, to produce experienceAudience = who, first principlesContent =...
Users’ worlds               Social world Inner world                  Outer world
Persuasion       Pathos / logos / ethos   Desires / benefits / reputation
Finding things out• Formal interviews, direct questions  but also conversation• Observe using ‘soft eyes’: put  assumption...
A conversation with yourself• Ask: ‘what single detail would make  me care more about this situation /  person?• Ask: ‘wha...
‘I am not other people’
Making storyFinding Nemo: an inspiration ….
Making storyMaking story is messyResearch is crucialBelievability: actual vs. symbolic truthBig picture AND drama in the d...
A web epic• Ordinary world• ‘I need …’• What? Where? How?• User journey of discovery• Apply information, tool, options• Fu...
Cap g storysession_theclaschreuders
Cap g storysession_theclaschreuders
Cap g storysession_theclaschreuders
Cap g storysession_theclaschreuders
Cap g storysession_theclaschreuders
Cap g storysession_theclaschreuders
Cap g storysession_theclaschreuders
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Cap g storysession_theclaschreuders

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Cap g storysession_theclaschreuders

  1. 1. StoryCapgemini RDV training Thecla Schreuders
  2. 2. Today• Why story• What is story• Brain and story• Classic stories• Character• Action• Brands and story• Making story
  3. 3. Why do we talk about story?We are social animalsPractice interaction, learn codes & customs, how to be humanAs children we play at story by instinctHow we extract meaning from experienceWe tell stories to ‘continue’ ourselvesIt’s what we do already, all the time
  4. 4. Why do we talk about story?During our lifetimes we spend more time in stories than anywhere else• 65% of speaking time is on social topics• 46% of our waking hours spent daydreaming*• We dream in stories every night
  5. 5. Why do we talk about story?Story as distillationStory helps us understand• Our client• Our client’s business• Our client’s problem• Our client’s clients• Our project objectives• Ourselves …
  6. 6. Three parts and the whole Story = Audience Content Structure = Experience
  7. 7. ErnestHemingwayonce said hisbest workwas a storyhe wrote in justsix words:
  8. 8. For sale:baby shoes,never worn.
  9. 9. What is ‘story’?
  10. 10. What is ‘story’More than a list of factsCausally linked events which unfold over timeInteraction of ‘intentional agents’ with minds and motivationsEngage audience through recognisable emotions & believable interactions
  11. 11. Elements of story?
  12. 12. Elements of storyCharacterObjective or desireObstacles to achieving itAction & behaviourBeginning – middle – endWho What Where When Why HowEnd = satisfying resolution to problem
  13. 13. “What happened?”“What happens next?”
  14. 14. Story =1+1=3
  15. 15. Story = interactiveRelies on audience’s cognitive & emotional responses to make connectionsStory makes you part of it as you anticipate actions, feelings, outcomeEvery experience of story is unique, relies on the audience’s own prior experience, associations & character
  16. 16. Story is manipulation
  17. 17. Wired for story
  18. 18. Memory
  19. 19. Procedural
  20. 20. Episodic
  21. 21. Semantic
  22. 22. Thinking
  23. 23. Thinking, fast and slowSystem 1 = fast, unconscious, intuitive, automatic Relies on emotion, accumulated experienceSystem 2 = slow, conscious, logical, effortful Relies on attention, choice, willed action
  24. 24. Thinking, fast and slow
  25. 25. Thinking, fast and slow17 x 24 =
  26. 26. Mirror neurons
  27. 27. Stories are universal
  28. 28. Classic story modes• Romantic – the trials of love• Heroic – quest for precious outcome or power struggles• Sacrificial – from bad comes good
  29. 29. Hero’s journey• Ordinary world• Call to adventure• Refusal of call, hesitation, doubt• Mentor• Allies, tests, enemies• Ordeal, transformation• Use new knowledge to defeat enemies• Return with holy grail
  30. 30. Gladiator• The title character just wants to go home.• What happens to him instead turns into the longest, bloodiest commute imaginable
  31. 31. So?Story =Rational & emotionalLogical & magical‘Right brain’ & ‘left brain’Conscious & unconscious
  32. 32. Man at work
  33. 33. Ask questions, such as …who is this man?what is he doing and why?what is he thinking, feeling; his hopes, fears, plans?what’s the context, and the mood of the moment?what happens next?
  34. 34. Story
  35. 35. “Let’s talk about me …”
  36. 36. My storyWhat’s happening inside?• I define• You infer• Assumptions & prior knowledge• Fill in, flesh out, fine tune• Confirm
  37. 37. Your story‘Who are you?’• Define• Infer• Cohere
  38. 38. More story elements• ‘Character is conflict’• Premise: a proposition leading to a conclusion• Set up = expectation• Payoff = result• Anticipation = forward drive
  39. 39. Character // Audience …Stories are about and for people, all overcoming obstacles in pursuit of a goalEvery story needs an audienceBusiness needs customersSite needs users
  40. 40. Motivation & action I think therefore I am I WANT therefore I DO
  41. 41. Goldhawk Rd pub
  42. 42. Goldhawk Rd pub• What do you do?• Why?• What do your actions say about you?
  43. 43. Brands use story• Business or brand idea• Customer value proposition – Customer needs, product benefits, competitive difference• Brand tagline• Advertising and campaigns• Tone of voice
  44. 44. The client’s story• Creation myths• Heroism• Purpose• Brand story• Unique benefits and solutions
  45. 45. Life. Then Strategy http://www.markpollard.net/
  46. 46. Brand, strategy and story• Find the real problem and state it interestingly• Find a deep human insight – hit a nerve• Find what’s truly unique and motivating about the brand/product/problem/ opportunity• Link the insight and b/p/p/o ‘truth’ to a simple strategy statement• Flip the perspective on b/p/p/o to find core strategic idea• Get others to contribute
  47. 47. A reminder …Storytelling = audience, content and structure, to produce experienceAudience = who, first principlesContent = what, gives focusStructure = how, provides frameworkExperience = attainment of goals
  48. 48. Users’ worlds Social world Inner world Outer world
  49. 49. Persuasion Pathos / logos / ethos Desires / benefits / reputation
  50. 50. Finding things out• Formal interviews, direct questions but also conversation• Observe using ‘soft eyes’: put assumptions aside• Framing: not ‘what is it?’ but ‘what do you like most about it, and why?’
  51. 51. A conversation with yourself• Ask: ‘what single detail would make me care more about this situation / person?• Ask: ‘what single factor would provide a compelling circumstance?’• Ask: if I were in their shoes, what would I think / feel / want?’
  52. 52. ‘I am not other people’
  53. 53. Making storyFinding Nemo: an inspiration ….
  54. 54. Making storyMaking story is messyResearch is crucialBelievability: actual vs. symbolic truthBig picture AND drama in the detail: about solving problemsEven though you THINK you know where a story is going, you don’t until you’re in itStories have an internal logic. Won’t always get it right first time so be open to the process
  55. 55. A web epic• Ordinary world• ‘I need …’• What? Where? How?• User journey of discovery• Apply information, tool, options• Fulfil goals• Change, satisfaction, return

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