#advconf2018 - advantage...
TRANSCRIPT
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#AdvConf2018
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#AdvConf2018
The Narrator’s PrologueJason Nash, Travelport
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What’s story telling in a corporate context
Jason NashChief Storyteller
Travelport
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Chapter 1Why stories?No body cares
• Population 7.4 Billion
• With billions of people in the world who don't care about our corporate message, how do you get cut through?
• Blah blah blah…
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5
CONVERSATIONAL VS JARGON
NARRATIVE WORDSVS
OUTWARD INWARDVS
ANECDOTAL MUNDANEVS
JARRING VS COMFORTABLE
COMPELLING DULLVS
REAL STAGEDVS
TEXTURE SMOOTHVS
OBSTACLE SMOOTH SAILINGVS
HEROIC ROBOTICVS
ENTERTAIN SELLVS
Storytelling vs
Corporate Speak
CAPTIVATE BOREVS
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Why use stories?
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Your stories need villains
• Status quo
• Disruptors
• Online
• New competitors
• FUD
• Competitor A
• Competitor B
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A thousand words story in a single picture
• Photos tell a 1,000 words these days, particulalrly when people have short attention spans. Not even video can match pictures because people rarely watch entire videos. They get the picture immediately.
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Every Employee has a phone
• Our employee’s should become the official photographers of the company
• Let’s use pictures and our people because everyone has a phone and everyone has stories that can be communicated
• We can use our people and social to amplify our voice
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Approach – be human
• People and Places
• The Magic
• Begin by encouraging employees, partners, customers, prospects & suppliers to tell stories
• This is a great way of humanising the brand and the organisation in ways that have never been done before
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Do you tell stories?
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What Works?
• Logos is an appeal to Logic
• Pathos is an appeal to emotion
• Ethos is an appeal to Ethics
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Brand Product Experience
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Start with Why
• Great leaders and organisations think, act and communicate in a different way…
• Golden Circle Why, How, What
• Everyone knows what they do,
• or How they do it…
• Few know why? Purpose, Cause, Belief
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Why you do it
• People don't buy what you do they buy why you do it…
• Goal is to do business with people who match your goals and values
• Neo cortex rational and analytical through language…
• Limbic brain trust, loyalty all decision making, gut designs does not feel right…
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Raw material
What have you brought to the party?
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Annette Simmons The Story Factor
Why I’m here TeachingThe Vision Values-in-Action ‘I know what you
are thinking/
feeling’
Who I am
What can I tell stories about?
Market Trends
& Landscape
OR
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#AdvConf2018
Telling StoriesJason Nash, Travelport
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“Tell the story your customers want to hear, not the story you want to tell them”
Jason Nash
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Six step process
1. Who is your audience?
2. What is your objective?
3. What’s your message?
4. Find your story idea
5. Build the structure
6. Add the colour
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Step 1Audience
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Who's the Audience
Secrets of telling awesome stories
The audience is Luke Skywalker (the hero) not the presenter.
Meet your hero, take time to understand your audience – its tough to influence people you don’t know. Liking your audience is the first step to being genuine with them. Get into there hearts and then there head.
The presenter is Yoda (the mentor)
Mentors are selfless and think of themselves in the context of others – what do you give to the audience? You move them past the blockages of FUD fear, uncertainty and doubt. As a mentor you teach and or give gifts.
What insights into life can you give to the audience? Draw on your own deep truths and transfer – use the Force!
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Not just their job title
• Influence
• Who or what influences their behavior?
• What experiences have influenced their thoughts?
• How do they make decisions?
• Motivation and Desire
• What do they need or desire?
• What is lacking in their lives?
• What gets them out of bed and turns their crank?
• Respect
• How do they give and receive respect?
• What can you do to make them feel respected?
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What can the presenter give the hero?
• Guidance• What insights and knowledge will help
them navigate their journey?
• Confidence • How can we bolster their confidence so
they aren’t reluctant?
• Tools• What tools, skills or magical gifts do they
gain from you on their journey?
• By identifying and articulating shared experiences and goals, you build a path of trust so strong that they feel safe crossing to your side
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Step 2Your Objective •Get… To… By…
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Get:
Your target audience
……a group of very busy leaders, resistant to change and maybe a little sceptical o brand, purpose, vision and values .
To:
The action you want them to take
……own the change and cascade it to there teams with passion and energy.
By:
How you are going to achieve this
…….by telling a story about there own experiences and how it relates to there own life. The more personal, human and emotional the better use the technique from this breakout
Objective & Message
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Step 3. What’s your message?
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Travelperformance
Travelchoice
Travelexperience
Intelligence
Confidential
Travelport's Message - The power
of the platform
B2B4C Travel commerce and retailing platform focused on maximizing return on every trip for the travel supply chain
Old world
GDS
PNR
B2B
Segments to bookings
EDIFACT andswitches
Data
APIconnections
B2B4C
Travelers, insightand prediction
Trips and return on trip
Easy in and out, consumer ready
Travel commerce platform
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Step 4Story Idea
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Technology
‘Technologyis a glitteringLure’ (agree)
New
‘New is the most important
word inadvertising’
(agree)
Nostalgia
‘More elusive’Scarcity.(create
desire for‘nostalgia’)
Metaphor
‘It’s not a Spaceship’…
(Kill ‘newTechnology’
brief)
Replace withNew metaphor,‘Time Machine’
‘Carousel’.
Buy this tech’because it will
help you experience
this emotion
What did you just see?
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Twoapproaches
MetaphorsAnalogy, Simile, Allegory
Archetypes7 basic story typesOvercoming the monsterRags to Riches The QuestVoyage & ReturnTragedy RebirthComedy
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The Seven Basic Plots
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1. Rags to Riches
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2. The Quest
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3. Voyage & return
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4. Tragedy
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5. Rebirth
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6. Comedy
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7. Over coming the monster Or Challenger Marketing
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#AdvConf2018
The StoryslamJason Nash, Travelport
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Step 5Structure
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Structure
Middle
• Predicament/Crisis• What the hero faces
Beginning: set up
• Prep the audience• Intro protagonist
• Hook them
The Climax
• Crisis resolved by conflict, choice and
action
Resolution
• Reflection• Result
• Implications
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7-point story arc
After Dan WellsCharacter in opposite state from the end
The Hook
Change puts events in motion
Plot turn 1
Pinch 1
Something goes wrong/character gets in motion
Tipping Point
Reaction to action
Pinch 2
Something goes very wrong!
Plot turn 2
Character gets the power to
win
Resolution
The climax/the
moral
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Other models and
tools
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Step 6Paint Pictures...Add color
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#AdvConf2018#AdvConf2018
The Story of YouJason Nash, Travelport
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How to tell stories that matter and make people listen?
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Put an idea in someone's
mind!
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Ideas are teleported into people's minds through voice
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Ideas communicated correctly can change the world today and in the future
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Each person's ideas are framed in their own reality
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Simple example Cats are cute
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1. Limit yourself to a single idea and give examples and context
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2. Give your listener's a reason
to care. Curious, intriguing
and provocative questions
challenge their thinking
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3. Build your story in their
language using
metaphors
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4. Make your idea worth sharing… who does it benefit if it only benefits your company then its not worth it?
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Human voice is the most powerful in the world - it can create love or war
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7 Deadly sins of speaking
• Gossip
• Judging
• Negativity
• Complaining
• Excuses
• Lying
• Dogmatistic facts confused with options
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HAIL to greet or acclaim enthusiastically
•Honesty: be clear and straight
•Authenticity: be yourself
• Integrity: be true to your word
• Love: wishing them well (don't judge)
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Your voice is a toolbox
• Register (Deep voice chest voice)
• Timbra (Rich smooth like hot chocolate)
• Prosody (Meaning monotonic)
• Pace (for emphasis)
• Silence
• Pitch
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How do we build an
environment were we all
listen and speak meaningfully?
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Before public speaking check your body language
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Open and powerful
• This can be driven by gender
• How much precipitation and reality
• If you act powerful, you feel powerful
• Does your body change your mind and visa versa
• Powerful more risk taking, more self belief
• Put your hands on your hips, high power poses
• These changes show in testosterone and cortisol levels
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Non verbal communication changes your brain chemistry and the way YOU feel and think
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Our bodieschange our
minds
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