storytelling, a love and trust strategy
TRANSCRIPT
STORYTELLINGAS A LOVE (& TRUST)
STRATEGY S C H O O L A B – M A R C H 2 0 1 5
WATCH THE FULL VIDEOOF THE WORKSHOP
https://www.youtube.com/watch?v=Bs_m4boF5fk
HI, I'M A STORYTELLER
click on the video
STORYTELLING IS THE FOUNDATION
OF YOUR MISSION
STORIES FOR PITCHING
STORIES FOR BRANDING
AGENDA
1h - A l i t t le about storyte l l ing magic
2h - Wr i te your p i tch
STORYTELLING MAGIC
1 WHY YOU NEED IT
2 WHAT IS IT
3 HOW YOU DO IT
1
WHYYOU NEED IT
INSPIRE YOUR CUSTOMER
click on the video
A GOOD STORY MAKES YOU STRONGER
A GOOD STORY MAKES YOU STRONGER
BECAUSE
1YOU'RE NOT JUST SELLING
A (WONKY) PRODUCT OR A COOL DESIGN.
YOU'RE INSPIRING YOUR USERS.
A GOOD STORY MAKES YOU STRONGER
BECAUSE
2YOU SPEAK TO PEOPLE'S HEARTS
- NOT TO THEIR MINDS.
A GOOD STORY MAKES YOU STRONGER
BECAUSE
3IT HELPS WORD-OF-MOUTH
A GOOD STORY MAKES YOU STRONGER
BECAUSE
4IT CREATES STRONG TIES WITH YOUR USERS.
A GOOD STORY MAKES YOU STRONGER
BECAUSE
5YOU'RE SUDDENLY UNIQUE
ON YOUR MARKET.
A GOOD STORY MAKES YOU STRONGER
BECAUSE
6IT HELPS IDENTIFY THE BLIND SPOTS
IN YOUR STRATEGY.
Uber Berline uberPOP
2
WHATIS IT
FEATURES PERFORMANCE LEADER
THE STORY IS NOT ABOUT THE PRODUCT
FOUNDERS EXPERTISE INTEGRITY
THE STORY IS NOT ABOUT THE COMPANY
WHEN HE INTERACTS WITH THE COMPANY (customer service, press, ads, conference…)
WHEN HE IS ALONE WITH THE PRODUCT
THE STORY IS ABOUT THE EXPERIENCE OF THE USER
THE STORYTELLING FUNNEL
AN INSPIRING EXPERIENCE
THE TRUTH ABOUT
THE INGREDIENTS OF A GOOD STORY
2 PROTAGONISTS a hero who must overcome his fear, a villain (or hero's dark side) as the obstacle, and a mentor to guide him.
TENSION between today & tomorrow, between values & market.
EMOTION it talks to the heart more than the mind.
THE BRAND & THE CUSTOMER SHARE A WORLDVIEW
"Going to a market without understanding your audience's worldview is like trying to pick a lock without bothering to notice whether it uses a key or a combination."
The best stories don’t teach us anything new, they validate our worldview, who we SECRETLY are.
EMPATHIZE deeply with them or use you personal experience
THE CUSTOMER IS THE HERO
HE HAS FEARS the obstacle to his happiness.
HE HAS HOPES his aspirations of a better self.
THE BRAND IS THE CUSTOMER'S MENTOR
HE EMPOWERS w/ right words, images, acts.
HE IS TRUSTWORTHY w/ proof.
HE'S THE GUY ON MY SIDE w/ experiences and flaws
Create you story
The hero is not satisfied with
today's societyThe hero
is the audience
The mentor is the brand
The call to adventure
is the mission
Define his fears or hopes
Define who he is
Define what you stand for
Define the future
The events are the life of your
company.
THE NORTH STAR STORY
3
HOWYOU DO IT
FIND THE MENTOR IN YOU
YOUR MISSION
WHY YOU ARE DOING THIS
FIND THE MENTOR IN YOU
YOUR MISSION
WHY YOU ARE DOING THIS
YOUR VALUES
WHAT YOU BELIEVE IN AND STAND FOR
FIND THE MENTOR IN YOU
YOUR MISSION
WHY YOU ARE DOING THIS
YOUR VALUES
WHAT YOU BELIEVE IN AND STAND FOR
YOUR UNIQUENESS
WHAT IS DIFFERENT ABOUT YOU
FIND THE MENTOR IN YOU
FIND THE HERO IN YOUR USER
HIS IDENTITY
WHAT IS HIS PERSONALITY /
LIFESTYLE
FIND THE HERO IN YOUR USER
HIS IDENTITY
WHAT IS HIS PERSONALITY /
LIFESTYLE
FIND THE HERO IN YOUR USER
HIS HOPES
WHAT HE'S ASPIRING TO
HIS FEARS
WHAT HE'S FRUSTRATED ABOUT
HIS IDENTITY
WHAT IS HIS PERSONALITY /
LIFESTYLE
HIS HOPES
WHAT HE'S ASPIRING TO
HIS FEARS
WHAT HE'S FRUSTRATED ABOUT
VICTIM PROBLEM/SOLUTION
FIND THE HERO IN YOUR USER
PERSONALITYVS PRODUCT
MARKETVS CUSTOMER
SERVICE
FIND THE TENSION IN YOUR STORY
2 VALUES 2 EXPERIENCES
FIND THE TENSION IN YOUR STORY
MENTOR A YOUNG, CHARISMATIC, GRUNTING SERIAL ENTREPRENEUR WHO FEARS NOTHING AND NO ONE – BUT HAS SCARS
HERO A 30-YO GUY WHO LIVES IN SF, WORKS HARD TO MAKE REAL MONEY AND TREAT HIMSELF ONCE IN A WHILE
W/ FEARS THAT PEOPLE DON'T SEE HIS TRUE POTENTIAL
W/ DREAM TO MAKE IT HAPPEN, TO BECOME THE PERSON HE FEELS HE COULD BE
CALL TO ADVENTURE CLIMB TO THE TOP
PROMISE A PRIVATE DRIVER, WITHOUT THE HASSLE OR THE EXPENSES ATTACHED TO HIRING ONE
PROOF AN APP THAT PROVIDES ON-DEMAND BLACK-CAR SERVICE
THE INGREDIENTS OF UBER'S STORYTELLING
BE BRIEF
START FROM THE BASICS: YOU SOLVE WHAT PROBLEM FOR WHOM?, THEN ADD THE RELEVANT INFO FOR THIS SPECIFIC AUDIENCE
LOOK FOR SIMPLICITY
EXCITE THEIR IMAGINATION WITH EMOTIONAL CONTENT
IF YOU HAVE MORE TIME, TELL A SHORT STORY (UX, TEAM, PROBLEM…) + MAKE A DEMO
THE ELEVATOR PITCH
THE ELEVATOR PITCH
MUST EMPHASIZE WHAT'S BEST ABOUT YOU
• The technology?
• The size of the market?
• The team?
• …
MUST SPEAK TO THE MIND OF A SPECIFIC AUDIENCE early adopter vs. VC vs. journalist…
• Do they know/have the problem?
• Do they know your competitors?
• Are they interested in how you make money?
• …
THE ELEVATOR PITCH
MUST SPEAK TO THE MIND OF A SPECIFIC AUDIENCE
EARLY ADOPTER solution + mission
VC business model + size of market + team
JOURNALIST current/new market trend
THE ELEVATOR PITCH
MUST ADAPT TO THE CONTEXT trade show, Demo Day, social gathering, VC intro…
• How much time do they have?
• Will they hear/Have they heard 50 pitches on that same day?
• Can you show the product?
• …
THE ELEVATOR PITCH
FOR AUDIENCE WHO HAS FEAR/HOPE,BRAND PROVIDES PRODUCT
WITH PROMISE,BECAUSE OF PROOF.
THE ELEVATOR PITCH
AUDIENCE SPECIFIC AUDIENCE (HERO)
FEAR/HOPE NEED/ASPIRE/HATES (HERO)
PRODUCT VALUE PROPOSITION (MENTOR)
PROMISE MISSION (MENTOR)
PROOF SECRET SAUCE (MENTOR)
THE ELEVATOR PITCH
UBER'S PITCH
AUDIENCE PEOPLE LIVING IN CITIES (WITH MEANS)
FEAR/HOPE HATES BEING STRANDED/THE CRAPPY TAXI EXPERIENCE
PRODUCT AN APP THAT INSTANTLY CONNECTS RIDERS WITH PRIVATE DRIVERS
PROMISE A CLASSY EXPERIENCE
PROOF ROCKET SCIENCE TECHNOLOGY
UBER'S PITCH
FOR PEOPLE LIVING IN CITIES WITH MONEY BUT NO CAR, WHO HATES BEING STRANDED/THE CRAPPY TAXI EXPERIENCE, UBER IS AN APP THAT INSTANTLY CONNECTS THEM WITH PRIVATE DRIVERS THROUGH A CLASSY EXPERIENCE THANKS TO ROCKET SCIENCE TECHNOLOGY.
UBER'S PITCH
UBER IS AN APP THAT INSTANTLY CONNECTS PEOPLE WITH PRIVATE DRIVERS THROUGH A CLASSY EXPERIENCE.
UBER'S PITCH
UBER IS EVERYONE'S PRIVATE DRIVER.
THE PITCH 20 sec – June 2011
click on the video
TRAVIS' PITCH (JUNE 2011)
UBER IS ON-DEMAND BLACK-CAR SERVICE.
WHAT WE LIKE TO SAY IS "EVERYONE'S PRIVATE DRIVER".
WHIP OUT YOUR IPHONE, PUSH A BUTTON AND IN 5 MINUTES A CAR APPEARS.
AND YOU'RE LIKE "HOW DID THAT HAPPEN??? I'M LIVING IN THE FUTURE!!! WHAT'S GOING ON???!!!!"
AND YOU CAN SEE ON THE IPHONE THE CAR COMING TO YOU.
TRAVIS' PITCH
VALUE PROP UBER IS ON-DEMAND BLACK-CAR SERVICE.
TARGET + PROMISE "EVERYONE'S PRIVATE DRIVER".
UX-STORY WHIP OUT YOUR IPHONE, PUSH A BUTTON AND IN 5 MINUTES A CAR APPEARS. AND YOU CAN SEE ON THE IPHONE THE CAR COMING TO YOU.
LET'S START YOUR STORYon loudstory.com
4INSPIRE YOUR
AUDIENCE
EMPOWER
THEM TO BE
THE HERO
THEY LONG TO
BECOME
EMPHASIZE WITH THEIR LIFESTYLE
beware
PERSONA = AVERAGE = CLICHÉ
EMPHASIZE WITH THEIR SECRETS
beware
PROBLEM = VICTIM ≠ HERO
EXERCISES ON LOUDSTORY.COM
4SCREAM YOURUNIQUENESS
EXPRESS A TRUE SELF,CONSISTENTWITH THE PRODUCT
"We wanted to be baller in San Francisco."
BE LIKE NO ONE ELSEON THE MARKET
EXERCISES ON LOUDSTORY.COM
6
OWN YOUR
PURPOSE
BE THE MENTOR THE HERO CAN TRUST
BY TELLING
WHAT YOU STAND FOR.
"You change the world by holding your principles over, sometimes corrupt, systems."
WHY DO YOU CARE,
WHAT IS THE
B.H.A.G. YOUR USERS, EMPLOYEES WILL WANT TO FOLLOW
"Make transportation as reliable as running water."
EMBRACING YOUR
FLAWS MAKES THE CONNEXION
DEEPER"I am the most non-lucky entrepreneur in the room."
WHO AM I?
click on the video
EXERCISE #1 – YOUR MISSION
20 minutes
Write a letter to your best friend.
GO BACK TO THE EMOTIONS OF THE EARLY INSPIRATION
IDENTIFY THE OBSTACLES AND OPPORTUNITIES ON YOUR MARKET
How is your mission difficult, but important and more achievable today.
EXAMPLES OF MARKET OPPORTUNITIES
TECHNOLOGY/SCIENCE MORE EFFICIENCY, NEW TERRITORIES, SCIENTIFIC BREAKTHROUGHS
ECONOMIC SHIFTS DISRUPTION, DISINTERMEDIATION, DEMOCRATIZATION
CULTURAL VALUES TRANSPARENCY, INCLUSIVENESS, COLLABORATION, WOMEN ISSUES, GAY MARRIAGE, ENVIRONMENTAL ISSUES, HEALTH ISSUES, FOOD ISSUES
EXERCISE #2 – YOUR VALUES
20 minutes
Identify the values your brand truly believes in - that no other brand do.
= consistent with the mission, but not obvious.
Think in terms of
• personal beliefs
• competition
• disruption on your market
WHOLENESS – Need to feel sufficient as an individual AND connected to others as part of a bigger whole, to move beyond self interest
UNIQUENESS – Need to express personal gifts, creativity, nonconformity
PERFECTION – Need to feel mastery of skill or vocation, often through hard work or struggle
PLAYFULNESS – Need for joyful experience
BEAUTY – Need to experience and create aesthetic pleasure
JUSTICE – Need to live by high moral values and to see the world ordered by morality, to overthrow tyranny
TRUTH – Need to experience and express reality without distortion, to tear down falsehood
RICHNESS – Need to examine life in all its complexity and diversity, to seek new experience and overcome prejudice
SIMPLICITY – Need to understand the underlying essence of things
EXAMPLES OF BRAND FIGHTING FOR VALUES
UNIQUENESS – TRUTH
PERFECTION – TRUTH
WHOLENESS – JUSTICE
SIMPLICITY – BEAUTY – PLAYFULNESS
SIMPLICITY – PLAYFULNESS – JUSTICE
UNIQUENESS – BEAUTY
EXERCISE #3 – YOUR PITCH
20 + 10 minutes
• WRITE A 1-SENTENCE PITCH + A MINI-UX STORY FOR A VC
• Team up with another startup to practice
• Is it clear, credible & emotional? Adjust
40 minutes
• 3-4 volunteers for feedback
FOR AUDIENCE WHO HAS FEAR/HOPE,BRAND PROVIDES PRODUCT
WITH PROMISE,BECAUSE OF PROOF.
THE ELEVATOR PITCH
www.loudstory.com