neural coupling and storytelling with lanny geffen
TRANSCRIPT
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By: Lanny Geffen, Vice President UX & Design, Digiflare
Neural Coupling a.k.a.
Storytelling
Follow me: @lgeffen
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I am a designer…Part I
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Most people think…
http://goo.gl/Fe83lW
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Empathy
Intent
Experience
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Richie Parker
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Richie Parker
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Empathy
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Intent
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Experience
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“There were always things around the house that made it so I didn’t need to ask for someone’s help.”
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Intent
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“An incredible sense of freedom”
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Empathy
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Intent
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Experience
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“First they ignore you, then they laugh at you, then they fight you, then you win.”
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The power of storyPart II
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Maasai
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Aristotle
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Beginning Middle End
Pity Fear Catharsis
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Phenethylamine(PEA)
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Brain HackPart III
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The Story Telling API
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Dr. Paul Zak Neuroeconomist
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2 Primary emotions were elicited:
Distress + Empathy
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What do you feel after the story ?
?
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Cortisol(focuses our attention)
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Oxytocin(care, connection, empathy)
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Those who produced Oxytocin & Cortisol
gave generously
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Could they predict who would give money?
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Ran the experiment again, track distress and
empathy response…
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Theory of Mind!(understanding what
others are doing)
Oxytocin Areas!(make us feel empathy)
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80% Accuracy Who would donate money
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The amount of Oxytocin released predicted how much money people would share with a
stranger or charity.
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Only some stories succeeded
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Gustav Freytag Playwright / Scholar
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Exposition
“Freytag Pyramid”
Rising Acti
on
Inciting Incident
Falling Action
Climax
Dénouement
Resolution
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Universal Story Structure
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Stories [that follow the Universal Story Structure] are powerful and
actually change the way our brains work, and our brain chemistry
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Telling Your StoryPart IV
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Nancy Duarte Presentation Designer
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Storytelling Triangle
Story
Audience Storyteller
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What is
What could be
What is
What could be
What is
What could be
What is
New bliss (new reality)
Orators Story Pattern
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August 28, 1963 from the Lincoln Memorial on the Mall, in Washington
DC during the 'March on Washington'
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Martin Luther King Jr. American Civil Rights Leader
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Summarize the HackCONCKUSION
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Use the tools of design: empathy, intent, experience to
understand your audience.
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Be brave
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Use the universal story structure to release oxytocin & cortisone
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Involve your audience in the story: It has to become their story
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Ignite your ideas
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Change the world… (just a little bit)
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Thank YouFollow me on Twitter
@lgeffen