storytelling: tailoring stories to their audience with depth and variance
DESCRIPTION
The intent of this presentation is to help entrepreneurs refine how they talk about their company. We emphasize the need to step away from the one-size-fits-all elevator pitch, and start to consider ways to create a more contextually tailored, audience specific story. This includes highlighting key components of good storytelling as well as why each is important; providing entrepreneurs with the language to be able to deconstruct and evaluate their stories. We closed the event with a brief workshop to help entrepreneurs define their key audiences and the specific talking points that each need to hear. We presented this to a group of entrepreneurs participating in FastFWD Philadelphia's incubator, put on by GoodCompany Ventures.TRANSCRIPT
STORYTELLINGTailoring stories to their audience with depth and variance.
Dominic Prestifilippo & Justin Kunkel / April 16, 2014
INTRODUCTIONS / SHORT DESCRIPTION STORYTELLING BASICS / SHORT DESCRIPTION WORKSHOP / SHORT DESCRIPTION
INTRODUCTIONS / SHORT DESCRIPTION STORYTELLING BASICS / SHORT DESCRIPTION WORKSHOP / SHORT DESCRIPTION
GUEST INTRODUCTIONS
WHAT IS IT YOUR COMPANY DOES?
INTRODUCTIONS / SHORT DESCRIPTION STORYTELLING BASICS / SHORT DESCRIPTION WORKSHOP / SHORT DESCRIPTION
It is the conveying of events in words, and images, often by improvisation or embellishment.
STORYTELLING
Stories activate the same part of our brain that the related actions activate.
BUILD EMPATHY
Build on previous understanding to expedite comprehension and focus on the important details.
USE ANALOGY & METAPHOR
Don’t bury the lede.
ASK “SO WHAT?”
Through visualizations, photos and examples.
MAKE IT REAL
Reduces confusion and enables connections.
USE YOUR AUDIENCE’S LANGUAGE
Backstory is boring, background is imperative.
PROVIDE CONTEXT
What is the setting? How much time do you have?
CONSIDER YOUR CONSTRAINTS
How do people see you?
BE MINDFUL OF EXPECTATIONS
Stories can change people’s perceptions.
HAVE INTENT
What are their goals, interests and motivations?
KNOW YOUR AUDIENCE
Stories are not one size fits all.
TAILOR YOUR STORY
LAS VEGAS, NV
INTRODUCTIONS / SHORT DESCRIPTION STORYTELLING BASICS / SHORT DESCRIPTION WORKSHOP / SHORT DESCRIPTION
SETUP YOUR PAGE
People Wishes Responses
Make a list of everyone that may ever hear of your business.10 Minutes
People
Prioritize this list of people according to who is most important to your business right now.5 Minutes
People
4
6
3
1
2
5
7
For each of the top three people, list three wishes they have that your company can address.
People
10 Minutes
Wishes
4
6
3
1
2
5
7
1
1
1
22
2
3
33
2
3
2
For each wish, list at least one way your business addresses it.
LIGHTNING ROUND
30 Seconds per Wish
ResponsePeople Wishes
4
6
3
1
2
5
7
1.2
1.1
2.12.3
2.2
3.3
3.23.1
2.5
3.4
2.4
1.1 1.2 1.3
2.1
2.2 2.3
3.13.2
3.3
1.3
HOMEWORK
• Build out each response as full statements.
• Create variations of each response, i.e., tweet, elevator pitch, 1-pager, etc.
• Role play conversations with colleagues to practice using each response.
• Conduct further audience research to refine your understanding of their wishes.
QUESTIONS?
THANK YOU!ANDCULTURE
Website: www.andculture.com Twitter: @andculture
DOMINIC PRESTIFILIPPO
Email: [email protected] Twitter: @_dominicp
JUSTIN KUNKEL
Email: [email protected] Twitter: @justkunk