Post on 16-Sep-2014
description
Story Structure and Modern Storytelling
Amit Kapoor
argument | STORY
analysis | SYNTHESIS
function | DESIGN
logic | EMPATHY
serious | PLAY
accumulation
| MEANING
We are all Storytellers
Discover your Structure
Choose a story
Outline your story
Use five post-it notes
Beginning | Middle | End
Beginning | Middle | End
Base Reality, Setup
New Reality,
Resolution
Struggle, Complication,
Higher Stakes,
Development
Change/ Conflict
Inciting Event
Climax /Resoluti
on
Moment of Truth
Context
Character
Change
Challenge
Credible
Concrete
Connect
A Retail Story
Customer | Employee | Company
Story Spine
Once upon a time...
Everyday...
But one day...
Because of that...
And then…
Until finally...
Ever since then...
Once upon a time...
Everyday...
But one day...
Because of that...
And then…
Until finally...
Ever since then...
Base Reality
New Reality
Struggle
Change/ Conflict
Climax /Conflict Resolved
Retail Story Exercise
Introduce the New
Connect with Customers
Pitch to Investor
Engage Employees
…
Who I Am / Why I Am Here
The Vision / Leading to the Future
Sparking Action / Change
Teaching / Sharing Knowledge
Values-in-Action
Communicating Who the Company is
I Know What You Are Thinking
Talk
Image
Text & Image
Talk & Image
Role Play
Video
Hans Rosling – Joy of Stats
Solve the
Problem
Build the
Message
Tell the Story
• Define problem • Develop
hypotheses• Collect facts• Conduct
analysis• Synthesize
output
• Structure thoughts
• Develop message
• Map audience • Understand
outcome
• Apply story spine /pyramid principle
• Develop storyboard
• Mock-up story and visual
• Develop the story /visual
• Practice - Retell and Relive
• Revisit the output
Develop the Story
1 2 3 4
Shows the Data
Focuses on Substance, not
Graphic
Makes the Insight Jump
Out
Allows the User to Engage
‘Killer’ Elements
Builds on Users’
Perspective
Shows the Data
Focuses on Substance,
not Graphic
Makes the
Insight Jump Out
Allows the User
to Engage
‘Killer’Elements
Builds on Users’
Perspective
Tablet Case Example
Device Installed Base in 2015 by OS and Device Format(In million units, estimates for 2015)
334
Tablets (643 M units)
1,143
282
388
206
47
54
1,027
805
147Others
101
Notes: Windows 8 from 2013, Lifecycle for Tablets – 4 yrs, PCs – 5 yrs and Smartphone – 3yrsSource: IDC, Gartner, Morgan Stanley, Amit’s Analysis
Smartphones (2383 M units)
PCs (1851 M units)
423
218
Android
iOS
WindowsPhone
Blackberry
Others
Windows Legacy
Windows 8
OS X
Synthesizing
Disciplined
Creative
Respectful
Ethical
Amit Kapoor
www.amitkaps.com
me@amitkaps.com