communicate your idea: a practical workshop
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The slides for the participants of the exchange: "Communicate Your Idea: A Practical Workshop"TRANSCRIPT
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Share #communicateyouridea
Communicate
Your Idea - A Practical Workshop In Two Parts
Connect @rtrovatten
Session 1: September 30Produced for Exchang.es
www.exchang.es/e/communication-made-clear
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About me
Education
Bachelor in Communication, Roskilde University
MA in Digital Media Management, Hyper Island
Diploma Graduate, Strelka Institute
Work
Founder and director, T&P Copenhagen
Advisor, Danish Cultural Minister
Strategist, Danish Composers’ Society
Clients
BBC
The UK Post Office
26 years old
Born in Esbjerg, Denmark
Works here at DI (Third Place & Exchang.es)
Interested in strategy, education & technology
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My motivation
1 Learn what it means to ‘exchange’
2 Get practical with communication in ‘a Russian context’
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Common mistakes
Exercise
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“Woolly minded people write woolly memos, woolly letters and woolly speeches”
David Ogilvy
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Goals of this exchange
1 We all get better at communicating our ideas
2 We inspire each other and get to know some cool new ideas
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Quick intro
1 Who are you?
2 What brings you here?
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Roles and format
We will all be learning and teaching each other
My role will be to facilitate structure
Your role will be to fill in the magic
Today Thursday
Thinking communication Doing communication
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Why is communication important?
Exercise
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As a human being, member of society, you must clearly state your mind. It’s a responsibility. It is the way you identify yourself. Otherwise you don’t know who you are and why you are here.
Ai Wei Wei
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We have to articulate ourselves.
-Otherwise we would be cows on a field.
Werner Herzog
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So, what’s changing today?
Exercise
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70
60
50
40
20
01900 2006
Share of workforce
1910 1920 1930 1940 1950 1960 1970 1980 1990 2000
resource (routine)
service (routine)
production (routine)
creative
30
10
Jobs are changing
Source: Martin Prosperity Institute 2009 *Physical relabeled production
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The nature of work is changing
Case: Severe acute respiratory syndrome (SARS)
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How we communicate is changing
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The way we filter is changing
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Group exercise 1
1 Define your objective - what your message is designed to do
2 Define your audience - who you want to have the attention of
-
3 Define your channel - how you plan to get your message to them
4 Define your offer - what you offer and expect from them
Take notes of your conversation, so you can share your main insights!
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[W]hat people want today goes well beyond technology and design. They don’t just want four wheels and a means to steer, or to be surrounded by music and information wherever their eyes and ears may roam. What people are looking for now is a way to reconnect with their values: to ground how they can, will, and should live in the world.
John Maeda
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Illustration: Undercurrent
Communication is an articulation of your strategy, and how you see the world
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Transaction Relationor
New logics
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Transaction Relationor
$
time
$
time
a product a costumer
New logics
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Examples of great communication
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Shell - Platformate (1960) Produced by Ogilvyhttps://www.youtube.com/watch?v=eDgdp599_Gk
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Apple - 1984 (1983) Agency: Chiat/Dayhttps://www.youtube.com/watch?v=R706isyDrqI
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Apple - Here’s To The Crazy Ones (1997) Agency: Chiat/Dayhttps://www.youtube.com/watch?v=8rwsuXHA7RA
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Who Why How WhatCall ToActionBeliefs Vision Method Offer
Components of great communication
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Who Why How WhatCall ToActionBeliefs Vision Method Offer
Components of great communication
Apple Shell
Relation Transaction
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Who Why How WhatCall ToActionBeliefs Vision Method Offer
Components of great communication
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Group exercise 2
Structure a one minute pitch - How you will communicate your offer
Keep in mind:
Who Why How What Call To
ActionBeliefs Vision Method Offer
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Next time
1 Presentations
2 Feed-back
3 Work-sessions
4 Action-planning
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Share #communicateyouridea
Thanks,
And see you again Thursday!
Connect @rtrovatten / [email protected]
Session 1: September 30Produced for Exchang.es
www.exchang.es/e/communication-made-clear