Neil gains main stage - 2012

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

A  Presenta*on  from  The  Fes*val  of  NewMR  –  Main  Stage  

5  December  2012  

Star Wars, Story and Market Research    

All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  For  more  informa:on  about  NewMR  events  visit  NewMR.org  

Neil  Gains  Tapestry  Works  

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

Star Wars, Story and Market Research

Neil Gains, Tapestry Works

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

The Hero’s Life in the Ordinary World

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

The Evil Empire of Technology & Bullet Point Conversations

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

“Power corrupts. PowerPoint corrupts absolutely.”

Edward Tufte

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

Part 1 – The Call to Adventure and the Mentor

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

What are the category stories and unspoken codes?

Category  codes  include  explora:on,  possibili:es,  op:ons  

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

What are the cultural stories and unspoken assumptions?

Does  yellow  mean  happy,  sunny  and  warm?    or  …  power,  wealth  and  royalty?  

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

Part 2 – Entering the Special World: Challenges & Temptations

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

The Temptation: The Bullet Point Interview

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

The Challenge: The Revelatory Interview

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

Mobile service helps me ‘be in the know’

12

 Staying  

connected  and  understated  

style  

Aspiring  and  progressing    to  

grown  up  home  life  

Being  in  the  know  for  work  

Keeping  in  touch  with  family  and  loved  ones  whilst  working  

An:thesis:  violent  video  games  

Fear  of  becoming  out  of  date  and  obsolete    

Stay  smart  and  efficient    in  work    

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

Exploring the Ladder of Motivation

ATTRIBUTES  Uninterrupted  mobile  service  with  clear  connec:on  

FUNCTIONAL  CONSEQUENCE  Always  in  touch  

EMOTIONAL  CONSEQUENCE  Feeling  up-­‐to-­‐date  and  knowledgeable  

CORE  PERSONAL  VALUE  Self  fulfilment  

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

Part 3 – The Hero’s Transformation and Return

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

Star Wars and Archetypes R

ebel Rul

er

Hero

Everyman

Explorer Artist Catalyst

Joker

Seducer Idealist

Caregiver

Guru

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

Customer  goals  are  different  from  category  codes  

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

Part 4 – The Hero Shares the Elixir with the Client

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

MIDPOINT  

PLOT  POINT  1   PLOT  POINT  2  TRIGGER   CLIMAX  

Plotting the Story to be Shared

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

The 5 Elements of STORY

•  Star – the main character •  Treasure – what the character wants •  Obstacle – who or what is getting in the

way? •  Right lesson – what the audience should

take away •  whY – the call to action

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

The Hero’s Prize

• Knowledge • Discovery • Connection •  Transformation • Humanity

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

"The  point  of  a  story  can  penetrate    far  deeper  than  the  point  of  any  bullet."    -­‐  LAWRENCE  NAULT  

"The  point  of  a  story  can  penetrate    far  deeper  than  the  point  of  any  bullet."    -­‐  LAWRENCE  NAULT  

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

May the Story be with You!

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

Thank you

Neil Gains Tapestry Works

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

Q & A

Greg  Coops  Asian  Strategies  

Neil  Gains  Tapestry  Works  

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

Neil Gains

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