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Getting your story straightCreating and inspiring innovation on the strength of a simple
story
Getting your story straightCreating and inspiring innovation on the strength of a simple
story
David Riemer4/7/14
Warm up: let’s all tell a storyTell a story about an event that you experienced – or person you met
-- that influenced you and possibly changed you…
2
Stories and Storytelling
You can’t tell a good story…
If you don’t have a good story to tell
What makes a great story? (Start with a BIG problem)
5
Behind every great product is a great story
Who is my customer?
Stories vs. Storytelling
What’s the difference?
IDEA
The Story
Telling the story (Getting to Go)
The narrative: the problem and solution
Insights
Customer
Names
Narrative devices
Focus
Showtime
Visuals
The power of story
Jack Dorsey
Twitter, SquarePeter Guber
Sony Films, Mandalay Entertainment
1:0024:12
Why do stories work?
The brain science behind it
Activating the insula (emotional region)
When we hear a story, we imagine ourselves in it.
Synching the listener’s brain
A story activates the same parts of the teller’s and listener’s brain.
Story structure
Characters
Motivation
Plot
Symbols
Customers
Insights
Problem/solution
Logos/icons
Basic story elements for a product (or idea)
Who is my customer?
Story Innovation storyProtagonist Customer
Motivation Customer insights
Conflict Problem definition
Plot imperative Value proposition
Plot narrative Product delivery (reasons to believe)
Setting Positioning
Tone, Voice Attributes and personality
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Finding your narrative
Who is the main character in your story?
(identify your customer)
Pick a First target customer First
Later, find and serve your 2nd target customer
New take on target can lead to new ideas
What is the character’s motivation?
(dig for insights)
Go deep to understand the character in your story
Zimplistic, Intel-Berkeley Technology Entrepreneur Challenge, 2009 finalist
Can you have an insight about a business?
What is the main conflict in the story?
(define the problem)
Define the problem
Zimplistic
So you can solve it
Zimplistic
Rainforest alliance romances the problem
What does the character aspire to?
(Identify the value proposition)
Focus on the benefit (not the technology)
Boil down the value proposition
What’s the plot? (how do they get there)?
(How does the innovation work?)
The “how” should be a compelling part of the story
Do you have your MVP (minimum viable
product)?
Where is your story set?
(Provide context and color)
Find a unique place for your story
LocalNational
Find a unique place for your story
LocalNational
Fans voice
Pundit’s voice
Reposition (on the fly) if necessary
"Originally, we weren't exactly sure how to market the Touch. Was it an iPhone without the phone? Was it a pocket computer? What happened was, what customers told us was, they started to see it as a game machine. We started to market it that way, and it just took off.” (Steve Jobs, 09/09/09)
Story Testing/Experimenta
tion
Possible story challenges…
Do we have a technology looking for a problem to solve?
Do we have a customer insight; but no clear problem definition?
Are we debating between first target customers?
Do we have a clear problem definition, but the inability to provide a viable solution?
Do we have a great story, but someone else got their first?
Story Boarding
Storyboard framework
Customer: Insight:
Problem Definition: Value Proposition:
How it works: Context and Tone:
The Nestio story
1. Customer: apartment hunter with roommates
2. Insight: Coordinating a search is a thankless, stressful task.
3. Problem Definition: Why can’t there be a painless wayTo find an apartment with friends?
4. Value Proposition: The easiest way to organize yourapartment hunt
5. How it works: •Save and share listings in 1 place•Add notes, photos and comments•Contact listers•Use mobile app
Google Wave: in search of a story
Google Wave story starts with a capability
Customer: Insight:
Problem Definition: Value Proposition:
How it works:A hosted conversation that anyone can contribute to in real time.
Context and Tone:
The missing step: customer hypotheses
Customer: Insight:
Problem Definition: Value Proposition:
How it works:A hosted conversation that anyone can contribute to in real time.
Context and Tone:
? ?
? ?
?
How to tell a great story
The enemy of a good idea - NOISE
Pre-Conceived Notions
Everyone else’s idea
Agendas
Distractions
Risk Aversion
Attention and Transformation
Think Cortisol and…Oxytocin
Work those hormones!!!
The Masters of Storytelling
Be brief: distill down to the essence of your story
“I would have written you a short letter, but I didn’t have the
time.”Pascal (or Twain)
The art of story telling
Ideas that Stick
Jobsian storytelling
A headline
A simple slide
A villain
A demo
A holy smokes moment
1.25
Create an analogue
Dropbox… like a magic pocket
Structure your narrative
Problem/Solution: Lots of clothes, nothing to wear!
Bring the customer into the room
Tell them your story
Romance the problem
A picture of the problem is worth a thousand words.
Bring your idea to life
Do a demo
This is Kent… Kent commuted to work by bikeKent felt vulnerable riding his bike
home at nightKent wondered why bike
lighting was so terrible
Put on a “show”
Set the stage
Rehearse! (with an egg timer!)
Read your audience
Slay the naysayers (hire a cynic!)
Share your passion
To share passion, get personal
Be passionate, use humor, be real
