Compelling Stories Crafting
Crafting Compelling Stories
May 06, 2015
This is the slide deck from my session on crafting presentations that deliver a compelling message. For the story to be compelling, it must create a sound business case that is foundationed on data and evidence and yet appeal to the right brain.
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Transcript
Compelling StoriesCrafting
&Thank YouGood Morning
Why are we here?
Why are we here?
What can be changed?
Why are we here?
What can be changed?
How?
Markets are conversations
Presentations are conversationsalso
How did we
it all up??
3
1Mistaking
legibility for communication
2
Bad examples
343 slides
3
Bad advice
55% 38%
7%Words
ToneBody Language
7 ! 7
Junk old learnings
Report Story
Report Story
exhaustive dramatic
Topical Narrative
Data Meaning
Information Story
Fact Metaphor
Framework
Report Story
exhaustive dramatic
Report Story
exhaustive dramaticPresentation
explanatory
Report Story
exhaustive dramaticPresentation
explanatory
Ignite
Emotions…
create attention
Attention…
creates meaning
Meaning…
creates memory
Tell me a fact and I’ll remember
Tell me a truth and I’ll believe
Tell me a story and I’ll put it in my heart forever
The shortest distance between two people is a story!!
No!!new!stories
Just!‘Retold’
35 years of research
Overcoming the
monster
The
Quest
Voyage and
Return
Rags to
$$$$Comedy :-)
Tragedy ;-(
Rebirth 7
But...
1 2 3Build up Crisis Redemption
Not so FAST
Use Specific Data1Evi
denc
e
Use Specific Data1Evi
denc
eDi!erent Types of Evidence2
‣ Qualitative and Quantitative‣ Multiple Arguments‣ Causal Arguments‣ Evidence your argument too!
Use Specific Data1Evi
denc
eDi!erent Types of Evidence2
New & Di!erent Information3
Stories are illustrations...
not proof.
1 2 3Build up Crisis Redemption
123
123
Situation or Complication
123
Situation or Complication
Resolution
123
Situation or Complication
Resolution
Example / Evidence
123
Situation or Complication
Resolution
Example / Evidence
123
Situation or Complication
Resolution
Example / Evidence
SCoRE
S Generic
S Generic
Non-controversial
Co State the problem
Co State the problem
Not a Question
RFROM TO
Think
Do
E Directly related
E Directly related
Hypothetical
E Directly related
Hypothetical
Metaphor
Lets start building...
!"
Resources
Whole New Mind
Dan Pink
The Seven Basic Plots
Christopher Booker
Made to Stick
Chip & Dan Heath
ROCKSTARPresentation
COMING SOON
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