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1. NARRATIVE ROHN JAY MILLER
2. THE ISA SHINTO SHRINE IS REALLY 1,500 YEARSOLD. UNESCO ONLY
CONSIDERED THE EDIFICE,NOT WHATS INSIDE. WE TEND TO FOCUS ON
THEWOODEN BUILDING AND NOT THE SACREDSPACE IT PROTECTS, WHICH IS
WHAT MATTERS.(thx to CLAY SHIRKY)
3. YOU ARE LIVING THROUGH ONE OF THE MOST MIRACULOUS
GENERATIONSIN THE HISTORY OF HUMANITY. THE INVENTION OF THE
INTERNET ANDTHE UBIQUITOUS DISTRIBUTION OF COMPUTING POWER AND
BANDWIDTHARE FUNDEMENTALLY CHANGING HOW WE THINK, CONNECT, AND
CREATE.ITS AT LEAST AS SIGNIFICANT AS THE INVENTION OF THE PRINTING
PRESS.NO KIDDING. SO THINGS ARE CHANGING FAST, BABY
4. THE PROBLEM FOR A BRAND IN THIS BRAVE NEW WORLD IS TO
BEUNDERSTOOD COHERENTLY. TRANSPARENCY, BRANDJACKING, AND THECHAOTIC
SHIFT OF ATTENTION SPAN OUTSIDE BROADCAST CHANNELS THATUSE
ADJACENCY AND INTERRUPTION MAKE CREATING COHERENCE OFCUSTOMER
EXPERIENCE FOR A BRAND IMPOSSIBLE TO CONTROL.CONTROL MENTALITY JUST
DOESNT WORK, EVEN THOUGH ITS WHATSENIOR EXECUTIVES CONTINUE TO
EXHIBIT. WHY ELSE ARE THEY THERE?WE NEED A BETTER WAY TO THINK
ABOUT WHAT A BRAND IS TO PEOPLE.
5. YOU SEE PHAROIC DIAGRAMS LIKE THIS THAT OFFER ATLEAST SOME
SOOTHING VISUAL ASSURANCE THAT EVERYTOUCH IS A CHANNEL WE OWN AND
THE BRANDAND THE RETAILER OUTNUMBER THE LOWLY CONSUMER.
6. STORY-TELLING IS THE NEW NEW IDEA. ITS GOT ITS PLACE, BUTITS
LIMITING. AS JOHN HAGEL OF DELOITTE POINTS OUT, A STORYHAS A
BEGINNING, MIDDLE AND END. AND THE PURPOSE OF THESTORY IS FOR THE
BRAND TO TELL IT TO YOU AND FOR YOU TO SHUTUP AND LISTEN.
ESPECIALLY THE COOL STORIES.
7. LOVETHERE IS ANOTHER WAY OF THINKING ABOUT A BRAND AND THATS
TOCONSIDER ITS ACTIONS AND REACTIONS IN THE MARKETPLACE AS AFORM OF
NARRATIVE, WHICH IS ABOUT A CENTRAL THEME, ONETHATS MOVING FORWARD,
WHICH INVITES YOU TO JOIN, AND ISAIMED AT A GOAL. I BELIEVE THE
CENTRAL MOTIVATOR FOR YOU TOPARTICIPATE IN A NARRATIVE IS LOVE;
NOTHING MORE, NOTHING LESS.
8. IN 2008 CONSERVATIVECOLUMNIST ROBERT NOVAKSAID THE SIGNS
ANDBANNERS OF THE OBAMACAMPAIGN WERE THE FIRSTHE HAD EVER SEEN IN
HISLIFE THAT DIDNT HAVE THECANDIDATES NAME ONTHEM. SEE HOW THE IDEA
ISABOUT US, NOT HIM? ITSCHANGE WE CAN BELIEVE IN,AND HES JUST THE
CENTRALACTOR, NOT THE NARRATIVE.
9. LETS CONSIDER IBM. FIFTY YEARS AGO 80% OF IBMSREVENUE CAME
FROM COMPUTER HARDWARE. TODAY80% COMES FROM CONSULTING AND
SOFTWARESERVICES. IS IT THE SAME COMPANY, WITH THE SAMENARRATIVE? I
THINK SO.
10. Nobody ever got fired for buying IBMTHIS WAS THE OLD SAYING
AMONG COMPUTER PEOPLE IN THE 20THCENTURY. SEE HOW ITS ABOUT WHAT
HAPPENS TO YOU AND ME?IBM WAS HIRED BECAUSE THEIR NARRATIVE WASAND
ISABOUTTHEIR CUSTOMERS. HELPING THEM SUCCEED AT THEUR
BUSINESS.
11. We translate advanced technologies into value for our
customersTHIS IS TAKEN FROM IBMS MISSION STATEMENT, SO YOU MIGHT
SAY ITSTHEIR TAKE ON THE PREVIOUS SLIDE. THIS WAS THE MISSION OF
IBM IN THE1960S AND I THINK ITS THE MISSION OF IBM TODAY. THE WAYS
THEYVESUCCEEDED COMPRISE THE POWERFUL, CONSISTENT IBM
NARRATIVE.
12. OKAY, AT LEAST I DIDNT OPEN MY PRESENTATION WITH THE
MANDATORY APPLESLIDEHERE IT IS NOW. THINK DIFFERENT IS A MANTRA BUT
ITS ALSO THEBUSINESS PHILOSOPHY THAT BUILD THE TRUE APPLE
NARRATIVEITS INNOVATIVEPRODUCTS AND MIND-BOGGLING ABILITY TO CREATE
NEW MARKETS LIKE ITUNESOUT OF WHOLE CLOTH. AND THINK DIFFERENT IS
ABOUT YOU THINKINGDIFFERENT. ITS A CALL TO ACTION, NOT A STUPID
TAGLINE.
13. Narrative provides Stability in chaos Invitation to join
Belief system Direction & orientationJOHN HAGEL OF DELOITTE
SAYS A COHERENT NARRATIVE PROVIDES US WITHA WAY FORWARD. THE ABOVE
ARE TRUE OF CHRISTIANITY, THE UNITEDSTATES OF AMERICA AND THE
FRENCH FOREIGN LEIGON. ALSO TRUE OFVOLVO, JUSTIN BIEBER AND
NIKE.
14. IN JAPANESE THE WORD CRISIS IS COMPRISED OF TWO
CHARACTERSWHICH INDIVIDUALLY MEAN DANGER AND OPPORTUNITY.
NARRATIVESOF OPPORTUNITY WORK BETTER LONG-TERM, IMHO. NARRATIVES
OFDANGER CAN WORK SHORT-TERM, BUT YOU CANT KEEP UPPING THEDANGER
AND/OR NOT RESOLVING THE DANGER.
15. Narrative is Spoken Inside outOpportunities Exploring Quest
Action
16. Narrative forms Linear Cyclical Spiral AssemblageDR. DAVID
BOJE AT THE UNIVERSITY OF NEW MEXICO HAS DONE SOMEINTERESTING
NOODLING ON NARRATIVE AND STORY. HE DEFINES FOURKINDS OF NARRATIVE.
(SPIRAL IS UNSTABLE CYCLICAL AND ASSEMBLAGE ISCOMPRISED OF MANY
PIECES COMING TOGETHERLIKE WOODSTOCK.
17. Process ToolsTO GROW A NARRATIVE YOU NEED TO PROVIDE THREE
MAJORFRAMEWORKSPROCESS, TOOLS AND STRATEGY. THINK ABOUT PIXAR.THEY
STARTED TOY STORY CHALLENGING THEMSELVES TO BUILD BETTERANIMATION
SOFTWARE TOOLS AS THEY WENT, PLANNING MORE COMPLEXSHOTS IN YEAR 3
OF PRODUCTION THAN YEAR 1. WHEN A PIXAR MOVIECOMES OUT, THAT STANDS
FOR SOMETHING. PARAMOUNT PICTURES HASNO STEAM IN THEIR NARRATIVE AT
ALL. Strategy Source: Dr. David Boje, U of New Mexico, 2010
18. WAL-MART: LINEAR NARRATIVE. SPEND LESS, LIVE BETTER. LOWEST
PRICESPOSSIBLE FROM THE WORLDS LARGEST SUPPLY CHAIN. THEY STARTED
INBENTONVILE AND KEEP GOING UNTIL THEY TAKE OVER THE WORLD.
19. TARGET: CHEAP CHIC, QUALITY DESIGNED GOODS FOR LOW PRICES.
PLUSBRIGHT STORES, WIDE AISLES, BRIGHTER LIGHTINGGREAT, ACTIVE
PLACE TO BE.THE STORES ARE AS MUCH A PARET OF THE NARRATIVE AS THE
PRODUCTSTRATEGY. CYCLICAL NARRATIVE: WE KEEP DOING IT DIFFERENT AND
BETTER.
20. DR. BOJE IS PART NATIVE AMERICAN. HE TALKS ABOUT IN HIS
TRIBALTRADITION THE DIFFERENCE THEY CALLED TREE IN HEAD VERSUS
GRASSIN HEAD. TREE IN HEAD MEANS YOU FOCUS ON ONE THING ONLY.GRASS
IN HEAD MEANS YOU SEE THE WHOLE RANGE. NARRATIVE ISGRASS IN
HEAD.
21. WERE AT BEST BUY HEADQUARTERS TODAY. WHATS THE NARRATIVE OF
BEST BUY?KIND OF UP IN THE AIR RIGHT NOW. USED TO BE BIG STORES,
CONSUMERELECTRONICS, HUNDREDS OF TVS. WHAT NOW? THEY SAY THEIR
MISSION IS TOSOLVE PUZZLES FOR OUR CUSTOMERS. WHAT DOES THAT MEAN
AND HOW DOESIT DESCRIBE THE PAST, PRESENT AND FUTURE
NARRATIVE?
22. Highly aligned,Loosely coupledMotivated within
Collaborating
23. Yonder rYONDER IS ONE OF MY FAVORITE WORDS. MAYBE ITS THE
OLD COWBOYRUGGED INDIVIDUALISM? YONDER COMES FROM TWO WORDS. YOND
INOLD ENGLISH MEANS THAT PLACE I SEE IN THE DISTANCE. THE OLD
DUTCHWORD GEOND MEANS THROUGHOUT TOGETHER. THATS NARRATIVE. ITSTHE
THINGS WE DO TOGETHER ON THE JOURNEY TO THAT PLACE IN THEDISTANCE.
THANKS FOR LISTENING, AND LETS KEEP TALKINGROHN JAY