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Telling Great Stories & Learning to Listen
1.
Telling Great Stories
& Learning to Listen Some Thoughts on Narrative & Data, IDC Oct 2011
2.
People love stories
3.
They love all
kinds of stories simply told They can take 90 minutes to play
4.
Years to write
& months to read
5.
Minutes to sing
6.
They can seem
simple, but still be complex
7.
We’re just suckers
for good narratives with great returns
8.
Great storytellers need
to be great listeners
9.
They know their
audience cold
10.
They have walked
in their shoes
11.
Lived in their
homes
12.
Slept in their
beds
13.
In fact, sometimes, they
know their audience better than the audience know themselves
14.
Making them capable
of magic
15.
You should be
able to tell your story to a class of 7 year olds
16.
Pick a field
big enough for a never ending story
17.
But remember, stories
are not just about communications
18.
Stories live in
your product They live in how you run and analyze your business
19.
Good communications
just make sure that things look good and sound their best
20.
So make your
products simple to use
21.
Shoot for no
cognitive barriers
22.
Make the value
crystal clear
23.
Sell benefits and
a big big vision
24.
Something you can
grow into with age
25.
Oh, one more
thing…. make it look sexy
26.
These days the
benchmark is real-time
27.
So your product
should respond instantly
28.
Speed and reliability
are at a premium
29.
Table stakes are
easy, quick and free
30.
You should use
data to be relevant
31.
To be personal
32.
To be social
33.
To tell stories
beautifully
34.
And in tune
with the medium
35.
Be simple Be
quick Be relevant
36.
You need to
win a place in the box inside people’s head
37.
Then let them
share your stories
38.
39.
40.
41.
42.
Short morality tale
about insight
43.
44.
45.
46.
47.
48.
407,326
113,032 Over 100 stores
49.
Short morality tale
about data
50.
Who are you telling
the story to?
51.
52.
53.
54.
Investors who write
$200m cheques
55.
2% of TV households
by region
56.
18% in Bay
Area
57.
58.
15 mins of streaming per
month
59.
61% of subscribers
60.
61.
62.
Customers who write $8
cheques
63.
64.
65.
66.
67.
68.
Talk less
69.
Listen more
70.
So how do
you find a signal in the noise?
71.
“If you can’t
measure it you can’t manage it”
72.
73.
74.
Where do you
tell the story? Media Customers Team Investors Home School Event
75.
76.
What do you
measure? Sales Marketing Support Operations Finance
77.
78.
What drives actions?
NPS Funnels Unit Economics Cohorts Singletics
79.
80.
When do you
measure? Real-Time Daily Weekly Monthly Quarterly Annually
81.
82.
What tools &
tech? Hadoop BI Analytics Multivariant Personalization
Hinweis der Redaktion
Trout
Chip Wilson in 1998 Vancouver
David Eiswert. lead portfolio manager of T.Rowe Price’s Global Technology Strategy
David Eiswert. lead portfolio manager of T.Rowe Price’s Global Technology Strategy
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