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All rights reserved © 2012 M. Jadoul 1 Corporate Storytelling the nouvelle cuisine of business presentations Marc Jadoul February 2 nd , 2012.

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"Corporate Storytelling: the Nouvelle Cuisine of Business Presentations" presented at the Royal Flemish Society of Engineers (KVIV)) in Antwerp, February 2012

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Page 1: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 1

Corporate Storytelling the nouvelle cuisine of business presentations

Marc Jadoul

February 2nd, 2012.

Page 2: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 2

Nouvelle Cuisine

http://en.wikipedia.org/wiki/Nouvelle_cuisine

• Rejection of excessive complication.

• Fresh ingredients, natural flavors.

• Smaller portions.

• No heavy sauces.

• Focus on composition and presentation.

• New combinations and pairings.

• Attention to dietary needs.

• New techniques and equipment.

Page 3: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 3

Last week,

you could have

watched over

210 hours of cooking

programs on

Flemish TV

channels...

Page 4: Nouvelle Cuisine (2012)

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http://www.thinkoutsidetheslide.com/articles/wasting_250M_bad_ppt.htm

Bad PowerPoint presentations

cost companies $252 million

a day in wasted time.

Page 5: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 5

http://www.youtube.com/watch?v=KbSPPFYxx3o

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The Rise of the Corporate Storyteller

Steve Rubel, October 2010

Even though millions of us are now content producers in some form or another, the reality is there's still chasm when it comes to quality. There's art and there's junk. Audiences want art.

To stand out today it's critical that businesses create content. Activating your cadre of internal subject matter experts is the surest path to visibility.

The reality is, however, that organizations need to do more than just unleash their subject matter experts en masse. They need to activate them in multiple channels at once and equip them in how to create a compelling narrative—an emerging set of skills called Transmedia Storytelling.

Transmedia storytelling is the future of marketing. And those who can span across formats and share their expertise will stand out in an age of Digital Relativity.

Page 8: Nouvelle Cuisine (2012)

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The average business presentation

has 25% less slides than 3 years ago.

Less time for

monologue More time for

dialogue

http://www.slideshare.net/rashmi/slideshare-zeitgeist-2011

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You’ll probably

present less than

20% of all the

information you

have in mind

Page 10: Nouvelle Cuisine (2012)

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Nobody cares about your products (except you).

Page 11: Nouvelle Cuisine (2012)

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People will forget your words, people will forget your slides,

but they will never forget how you made them feel.

http://www.youtube.com/watch?v=jv98mKgWpZ0

Page 12: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 12

The left and the right brain

Daniel Pink, “A Whole New Mind”

Design

Story

Symphony

Empathy

Play

Meaning

Function

Argument

Focus

Logic

Seriousness

Accumulation

Page 13: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 13

Aristotle’s ancient art of rhetoric

Ethos

Pathos Logos

Credibility

• Trustworthiness or reputation

• Tone/style

Emotion

• Emotional or imaginative impact

• Stories

Logic

• Reasoning or argumentation

• Facts, figures, case studies

http://sixminutes.dlugan.com/ethos-pathos-logos/

Page 14: Nouvelle Cuisine (2012)

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A ttention

I nterest

D esire

E vidence )

A ction

A good storyline

(

Page 16: Nouvelle Cuisine (2012)

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http://www.slideshare.net/mjadoul/why-do-handpicked-cherries-2009

http://www.slideshare.net/mjadoul/20050523-von-stockholm-presentation

Uggly duckling

http://www.slideshare.net/mjadoul/20020612-von-helsinki-presentation

Page 17: Nouvelle Cuisine (2012)

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A good storyteller

A uthority

H umility

P assion

T rustworthiness

Page 18: Nouvelle Cuisine (2012)

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There are always three speeches

for every one you actually gave.

The one you practiced, the one you

gave, and the one you wish you gave.

Dale Carnegy

Page 19: Nouvelle Cuisine (2012)

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The KISS principle

K eep

I t

S imple,

S tupid

http://en.wikipedia.org/wiki/KISS_principle

Page 20: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 20

Even for engineers

http://www.youtube.com/watch?v=tyluS4TZKhQ

http://natgeotv.com/uk/engineering-connections

Page 21: Nouvelle Cuisine (2012)

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Never underestimate your audience

Page 22: Nouvelle Cuisine (2012)

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Use personalized examples

Page 23: Nouvelle Cuisine (2012)

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For each member or the audience,

you actually have two listeners.

There’s the

physical person

you see in front

of you and there’s

also a second

listener known as

“the little voice in

the head”.

Steve Denning

Page 24: Nouvelle Cuisine (2012)

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Satisfying your audience

W hat’s

I n

I t F or

M e?

Page 25: Nouvelle Cuisine (2012)

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Audience power map

Expert

Layman

Low High Decision power

Authority/ expertise

Influencer Decider

Spectator Controller

Get all elements for making a decision

Get confidence and trust

Go through the detail and score

Get through the day

Page 26: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 26

Your audience may be spending valuable time and money to attend

your presentation.

Don’t waste it!

Page 27: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 27

Guy Kawasaki’s 10-20-30 rule

10 slides

20 minutes

30 point fonts

http://blog.guykawasaki.com/2005/12/the_102030_rule.html

Page 28: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 28

Most people decide within the first

8 seconds of a presentation whether

the speaker is worth listening to.

Good morning... I am so glad that I got the opportunity to speak here this morning... Thank you... It’s really a pleasure to be here

today, blah, blah, ...

Page 30: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 30

Listen very carefully

(I shall say this only once…)

Page 31: Nouvelle Cuisine (2012)

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Train

Tram

Rickshaw

Taxi

Lexus IS300

TMB

Tent Bicycle

Page 32: Nouvelle Cuisine (2012)

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If information is

presented orally,

people remember

about 10% of

the content 72

hours later.

John Medina (2008), “Brain Rules”

That figure goes up to 65% if you add a picture.

Page 33: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 33

Only 7% of a message is conveyed

by actual words or content. 38%

is transmitted by tone of voice and

volume of speech. The other 55% is

delivered through non-verbal means.

Albert Mehrabian (1981), “Silent Messages”

Page 34: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 34

Penguins can be cute, but

they're not good presenters.

Page 35: Nouvelle Cuisine (2012)

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Your brain interprets every letter as a picture so wordy

slides literally choke your brain.

Page 36: Nouvelle Cuisine (2012)

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Do not overload your presentation with visuals - they should underline something in your presentation, and

not overshadow you, the speaker.

Page 38: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 38

Gary Vaynerchuk

Great speakers may use poor visuals …

… or even no slides at all …

Page 39: Nouvelle Cuisine (2012)

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… although real good visuals don’t need (m)any words.

Page 40: Nouvelle Cuisine (2012)

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(42 slides with techniques, tips & tricks deleted)

YOU

Message

Audience Delivery

Your preparation

Your story

Your presentation

Page 41: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 41

A good story is like a well-plated dish.

Summary

It follows a recipe with a few ingredients that all blend together.

The result is a creation that keeps the audience asking for more.

Page 42: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 42

The nouvelle cuisine of business presentations

Focus & Simplicity.

Less slides, More story.

Time for dialogue.

Value instead of Product.

Images & Multimedia.

Dynamic & Personalized.

New presentation techniques.

Page 43: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 43

Whatever food you’re going to serve…

Never lose the passion for cooking!

Page 45: Nouvelle Cuisine (2012)

All rights reserved © 2012 M. Jadoul 45

Recommended reading (some of the sources I have tapped)

Page 46: Nouvelle Cuisine (2012)

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Thank You!

(and enjoy your meal…)

[email protected]

http://www.linkedin.com/in/mjadoul

http://www.slideshare.net/mjadoul