story telling for cultural change - anthony "tas" tasgal - trainer, author [the storytelling book],...
TRANSCRIPT
Escaping the zOMBIE DATA APOCALYPSE
Re-StoryingBusiness Anthony Tasgal POV March 9th 2017
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Man of Many Lanyards
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@[email protected] PART 1. HOW WE LOST THE PLOT PART 2. STORIES ARE OUR UNIVERSAL LANGUAGE PART 3. START FROM STORY
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@[email protected] PART 1. HOW WE LOST THE PLOT
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@[email protected]* A system or ruling class which derives its power not through intelligence or merit but through their access to and command of numbers, many of them large and largely spurious.
* Tas
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@[email protected] SPAM
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@[email protected] VALUES (3 only)WHATS THE PERSONALITYWHAT ARE THE FACTS, TRUTHS, HOW DOES This Brief MAKE ME FEEL
WHAT ARE PHYSICAL REWARDSWHAT DOES WRITING THIS SAY ABOUT MEMasculine Yet Strangely Feminine
RationalI have a larger mortgage than I should haveBlah Blah BlahClient FactsASA stuffAnything to get Account Man off my backPassion Trust More Passion Not Really CreativeOh, and Innocent
Like Apple, pleaseDead InsideI want to keep my jobIs This You??!One of a select group of about 13 wordsBranson, Jobs, Roddick, Einstein, You Get The Idea Passionate
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@[email protected] NUMB US
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11 Behavioural Economics is not just an arcane academic In 2011, Kahneman was named by Foreign Policy magazine to its list of top global thinkers. His book Thinking, Fast and Slow which summarizes much of his research, was published and became a best seller and was described as a landmark in social thought
@[email protected] Economics Shows Humans are not rational information processorsWe dont think the way we think we thinkSurprise Cuts ThroughTelling People Doesnt WorkEmotion and Impression management do
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PART 2. STORIES ARE OUR UNIVERSAL LANGUAGE
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@[email protected])creates self.b)establishes identity and status.c)builds trust and empathy.d)is playful.e) is gossip-worthy.
f)but most of all it is our universal and natural language.
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@[email protected] BRAND ISA TRIBE OF SHARED MEANING Tas
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@[email protected] communicated as a story....
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@[email protected] are patterns with meaning.
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@[email protected] NOT MESSAGING
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@[email protected] PART 3. START FROM STORY
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@[email protected] Translate Information Into EmotionTo Create Empathy
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@[email protected] story skeleton 1. Make People Care2. Have A Golden Thread3. Characters Trump Facts
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@[email protected]. Make People Care
@[email protected] Makes Us Care
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@[email protected] Make Me Care About Your Brand/Company*How do I feel about you/r brand [not what do I think about it]?FEELINGS NOT FACTSFrame it as a story so people care and feel involved WE CARE ABOUT PEOPLE, NOT THINGS*Or presentation
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@[email protected]. Have A Golden Thread
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@[email protected]. Characters Trump Facts
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@[email protected] NUMB USSTORIES STIR USPROVEMOVE
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Creating a BOTTOM UP Culture of StorytellingCOLLATECELEBRATECIRCULATECREATE
Strictly Structured Insightfully InspiringMemorably MeaningfulPersuasive POV Language-LedEmotionally Empathetic Always be SIMPLE
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@[email protected] King Died and Then The Queen Died
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@[email protected] King Died and Then The Queen Died of Grief
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