Communicate Your Idea: A Practical Workshop

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

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

Google

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

My motivation

1 Learn what it means to ‘exchange’

2 Get practical with communication in ‘a Russian context’

Common mistakes

Exercise

“Woolly minded people write woolly memos, woolly letters and woolly speeches”

David Ogilvy

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

Quick intro

1 Who are you?

2 What brings you here?

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

Why is communication important?

Exercise

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

We have to articulate ourselves.

-Otherwise we would be cows on a field.

Werner Herzog

So, what’s changing today?

Exercise

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

The nature of work is changing

Case: Severe acute respiratory syndrome (SARS)

How we communicate is changing

The way we filter is changing

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!

[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

Illustration: Undercurrent

Communication is an articulation of your strategy, and how you see the world

Transaction Relationor

New logics

Transaction Relationor

$

time

$

time

a product a costumer

New logics

Examples of great communication

Shell - Platformate (1960) Produced by Ogilvyhttps://www.youtube.com/watch?v=eDgdp599_Gk

Apple - 1984 (1983) Agency: Chiat/Dayhttps://www.youtube.com/watch?v=R706isyDrqI

Apple - Here’s To The Crazy Ones (1997) Agency: Chiat/Dayhttps://www.youtube.com/watch?v=8rwsuXHA7RA

Who Why How WhatCall ToActionBeliefs Vision Method Offer

Components of great communication

Who Why How WhatCall ToActionBeliefs Vision Method Offer

Components of great communication

Apple Shell

Relation Transaction

Who Why How WhatCall ToActionBeliefs Vision Method Offer

Components of great communication

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

Next time

1 Presentations

2 Feed-back

3 Work-sessions

4 Action-planning

Share #communicateyouridea

Thanks,

And see you again Thursday!

Connect @rtrovatten / rtrovatten@gmail.com

Session 1: September 30Produced for Exchang.es

www.exchang.es/e/communication-made-clear