6_How to Make an Impact With the Client With Our Final Deliverables_case for Better Story Telling...

7/29/2019 6_How to Make an Impact With the Client With Our Final Deliverables_case for Better Story Telling Linked to Analysis

1/54

What do clients want

from us?


2/54

Exercise:

What is it that clients really value for the

money they pay us?

Discuss & classify on

Visibility vs.

Impactfulness


3/54

A restaurant example

Food

Service

Hygiene (dcor, cutlery)

Kitchen

Procurement quality

Chef

Brand Logo Accounting staff

Visible to

customer

Invisible to

customer

Lowimp

act

Highim

pact If this experience is not delivered, customers

start questioning on these areas


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Our situation

Report/ppt (actionable

insight)

Servicing incl. thinking

displayed, moderation etc.

Fieldwork

Data/analysis

Management

Brand LogoIT system/website

Accounting staff etc.,

Visible to

client

Invisible to

client

Lowimp

act

Highim

pact If this experience is not delivered, customers

start questioning on these areas


5/54

Therefore

Our report and presentations should

demand our greatest attention

It is the most visible

It is the most impactful and enduring part of

our relationship with client

Do we spend that amount of attention on

this? If not, why? (Discuss)


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Discuss a successful movie

What made it successful?

Story/content/script?

Sets, music, photography, direction, stunts

etc.,? (lets call this embellishments)

Actors?

Which of these three is most important?

Why?

Ideally, we would like the movie to be strong

on all three legs

However, first priority should bestory!


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Our workshop will focus on:

Module 1: Improving story telling/ Plot/ theme

strengthening

And making it worthwhile for the client to listen to (why should

they care to hear your story?)

We will put 70% of our efforts to learn this skill

Module 2: Embellishments

Data visualisationhelping the client to assimilate our arguments

in the fastest way possible We will put 28% of our effort to learn this skill

Module 3: How to present? (better actor)

We will discuss 2% of time to learn a few critical points


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Module 1: Story/scriptmaking

Telling an interesting story

and making it worthwhile


9/54

A. WHAT IS THESTRUCTURE OF A STORY?


10/54

Story has

Situation

Complication

Question

Answer

Mnemonic: SCQA

*Credits: (a) The Minto Pyramid, Barbara Minto (b) Poetics by Aristotle


11/54

Exercise: Can anyone volunteerto tell a story?


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HANDOUT: QUAL DATA TOBUILD A STORY


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HANDOUT 1: QUAL DATATO BUILD A STORY


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Background

Client is a design software provider (e.g. AutoCAD,Solidworks, Catia, Maya, 3DX etc.,) making softwarethat enables creative work of engineersmechanical/civil, architects, animators etc.,

Has several products/brands build to meet specific needsof these professions

Business situation in India: It is a mixed bagdoingextremely well in some segments while beingoverwhelmed by new, nimble and exciting players insome segments

Research objectiveto understand the software usersbetter to relate to them closely to build a strong customerfranchise


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Q: How is the workplace changing for design

professionals?

Software needs to be with all as we are increasingly working incollaboration Architects, tooling & animation companies

You require time to manipulate & figure out ways. Clients do notunderstand, always forcing us to do things quickly as if I am a magician,dont appreciate what software we usejust want the productnot willingto give premium A small Animation company in Mumbai

Team work and friendly environment are a must in our design departmentSmall machinery company in Delhi

Your presentations have to be better depending on client in order to get theproject An Architect in Mumbai

Companies now recruit Bachelor of Engineering (BE) as minimum

qualification instead of just a diploma holderMedium tool design company in Pune

People used to buy Pro/E (a high end niche design software) just to showoff they have it but ended up using only AutoCAD (considered too mass)

CEO of a large Machinery company in Delhi


16/54

Q: What is it that inspires you to be

in this profession?

Our field is best and our

education is on top Machine

design

Should be Mr. Perfect

Machine design

Start a problem>> I

get excited to solve

Need to know total

design in working

Need to anticipate what

people will face in shop

floor

You feel happy when you make

people laugh Animator Joy of first born

Tooling

Good ideas give excitement

Machine design

Odd shaped plot

converted to fit 10

flats Civil Engineer

Sit and draw on PC cantstand chaos of workshop

Tooling

Without knowledge,

we will not grow

Learning is

important

Need material, new type of

work

Design part is most

exciting Machine design

Seeing trends change..now glass building are popular, in 15 years it

will go away as glass not good for tropics Architect

Cannot create rubbish

Architect


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Q: What are your ambitions?Join a better company

If Pope can shout at Michelangelo the famous artists for shoddy work, I am nobody

Ferrari will be my dream company to work in

Want my company to be globally appreciated for design

Go and work in Dubai to work on big buildings

Work is bigger than the individual

Who wont want to earn a little more money?

Want to work with all types of Material,software, hardwares, people & many skilledpeople

Need Bettermaterial, eqpt., s/w, h/w, people & skilled people

I want to decide my type of work & time to work

Bossshould notinterfereI want to Start my own consultancy

5 day work culture is what I seek

I needtime to think anddo creative work

I would like to meet inspiring people and learn from them: APJ AbdulKalam

MichealSchumacher NarayanaMurthy, Bill Gates DreamWorks head


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Q: What frustrates you when you are using

design softwares of today?

I get excited to solve butinterest goes down soon

Our H/w system isbackward

Time is aconstraint

Material or machine notavailable..Grinding

machines are not good

StaffITIdiploma..mentality not right

to use software

People keep changing,you cantlocate old

files

Dont like work if it hasrepetitive task

If the software can dowhat I am thinking., thatwould be great

Dont have a voice to exerciseourchoice on s/w

No interference from top..needfreedom to decide s/w

Once design is approved,I getbored of detailed drawing

Final output, final

rendering are different

Colour differences insoftware outputs irritate

me

Not getting payment intimewhy invest in high

quality s/w

Difficult to learn

new software

Creativity is goingdownbecause of s/wyoung

people want to make moremoney and go home early

Problem while switchingonebrand of software to another haveto adapt which takes time

Template library to work from will help

Somesoftwares are veryslow as our system is not

up-to-date

Very heavy s/w Is

slow on regular PC

We have designed building when software was not there. It

has made life easier & faster

Architect

There is no software that can

analyze and think intelligently

Tooling

Software is just a tool. We need

to develop the character, show

emotion etc. Animator

We have designed building when software was not

there. It has made life easier & faster

Architect


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Task

Build an interesting story In each slide with data, try and group the statements to

see some structure/order

Piece the various slides together to build a story Use adjectives, verbs to be evocative

See if are able to apply the structure

Situation Complication

Question

Answer


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B. IS THERE A THEORY TOTELLING A STORY?


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Edward de Bono : Six Frames for

Thinking about Information to string ideas

What?

hy?

Where?

Avoid time-filling and distraction

Need defines searchAsk the

relevant and specific questions

Browse and scanhow much isneeded and what all is irrelevant

Confirmationrechecking your

sources

Awareness

PURPOSE

ACCURACY

Authority of source of

information

Internal checking

Comparative Accuracy

Adequate Accuracy

Doubtscompare with

other reports andclarify

Maintain neutrality

Remove biases and persuasion

A difficult task to being with

- balanced perspective is very rare!

Identify adjectives in information

to infer biases

PoV : Where is a source/personcoming from

Attractiveness of a topic

- General interestI love to

get to know about things

- Specific Interest - I want to buy a car,Ill get to know everything about it

Interest generated by

- Addition of knowledge

- Contradiction of existing knowledge

The value of your information

does it satisfy your info needs?

Does it rouse your interest?

Does it answer your questions?

Conclusive of all other frames

Sourceconfirmed, unbiased

Awareness of the world around us

Analysing the results

Are we satisfied with info search

Do we need further information

Overall value of information

VALUE

ATTRACT


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Inductive: Argument first

Whats

wrong/right/happening?Whats

causing it?

Heres what you

should do

This is what will be the

outcome if you change

WHY? HOW?

A1 B1 C1 A2 B2 C2 A3 B3 C3

Induction is usually described as moving from the specific to the

general

Arguments based on experience or observation are best expressedinductively

Bottom up

approach:


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Deductive: Action first

You must change

A3 B3 C3

A2 A1 B2 B1 C2 C1

HOW?

WHY?

Deduction begins with the general and ends with the

specific.

Arguments based on laws, rules, or other widely

accepted principles are best expressed deductively

Top down

approach


24/54

Ideas within a story need to be

represented in one of two ways - Inductive

or Deductive

Socrates was mortal

Socrates

was a man

All men

are mortal

Socrates

was Greek

Most

Greeks

eat fish

Socrates

ate fish

1. Inductive Logic

2. Deductive Logic


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Ideas - a better way to

represent them

Deductive reasoning

Chronology (Evolution)

Comparison/classification/ranking

If you cant find the order in the grouping, your

thinking has a f law.


26/54

Lets discuss

What was the structure within our overall

story?

Inductive or deductive?

How would you make it a deductive or

inductive structure and vice versa?Discuss


27/54

Summing up

Story line

Situation

Complication

Question

Answer

Systematic,

Formal &

objective

Argue &

Counter argue

Feel/value/

Judge


28/54

First act: Understanding

the Customer

Work environment, motivations,

ambitions, frustrations, emerging trends


29/54

S: Their work environment

has changed dramatically

Seeing the context


30/54

30

How has their work place changed?

High quality at lower

cost with reduced cycle

time

Constant investment in

new tech

Invest in skilled people

Plan better

Work collaboratively

Competition hot at the

heel


31/54

C: So, are we catering towhat the users need now?

Exploring need gaps to

fit our software


32/54

32

Users care not about software but about deriving Pride

out of learning and from solving challenging problems!



designShould be Mr. Perfect

Machine design

Start a problem>> I

get excited to solveNeed to know total

design in working



floor


people laugh Animator

Joy of first born

Tooling


Machine design

Odd shaped plot

converted to fit 10


Sit and draw on PC cant

stand chaos of workshopTooling

Without knowledge,

we will not growLearning is

important


work

5. High Pride in

design work

4. Learning

3. Solve

problem

1. Mount challenge

2. Create/innovate/design

Design part is most





Architect


33/54

33

Lesser work

5 day work culture

Need time to think and do

Whats more, users are united in their ambition to be

recognized for who they are & what their achievements

are!

Independence

Decide my type of work & time to work

Boss to not interfere

Start own consultancy

More resources

Material, s/w, h/w, people

& skilled people

Better job condition

Better material, eqpt., s/w, h/w,

people & skilled people

Are inspired by creative/famous people & would like tomeet them:

APJ Abdul Kalam, Micheal

Schumacher, Narayana Murthy, Bill

Gates, DreamWorks head

Sublimation

Want my company to be global

Work is bigger than individual

If Pope can shout at Michelangelo, I am nobody

Look for better avenues for growth

Join a better company



To be recognized

for creativity/work

Betterpay

Who wont want to

earna little more

Hidden

need


34/54

Q: So, what can a designsoftware do to meet their

needs?

Matching up to need

gaps


35/54

35

A1: Software is not the Prima Donna but a tool to aiduserrecognition should go to user not the software

Maya3D Studio Max

Fire XSI

Catia

AutoCAD

Pro/E

UnigraphicsSolidEdge

SolidWorks

ArchiCAD

Staad

Software is just a tool.

We need to develop the

character, show emotion

etc. Animator

There is no software

that can analyze and

think intelligently

Tooling

We have designed

building when software

was not there. It has

made life easier &

faster

Architect

A s/w should not be a

black box. Need to

know what it is doing

so as to rectify our

mistakes Civil Engg.

Faculty

X


36/54

36

A2: Solve their small frustrations to enable them to

focus on challenging problems and to learn & grow!



Time is aconstraint



StaffITI diploma..mentality not

right

People keep changing,you can locate old files


If the software can dowhat I am thinking

Dont have a voice toexercise our choice

No interference fromtop..need freedom

Once design is approved, getbored of detailed drawing

Final output, final

rendering

Colourdifferences

Not getting payment intime

Difficult to learn

new software

Creativity is going

downyoung people want tomake more money and go

home early

SimplifyRemove s/wglitches/irritants

Documentation is problem

Unburden me

Streamline

Problem while switching s/w

More User-friendly

Template library to work from

Some softwares are veryslow as our system is not

up-to-date

Is slow on regular

PC

Speed up


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ARE WE BETTER OFF CATERING TO THEEMOTIONAL NEEDS OF OURCUSTOMERS THAN TO THEIRFUNCTIONAL NEEDS IN A DESIGNSOFTWARE?MAY BEMAY BE NOT!

Q2:

37


38/54

SECOND ACT: WHAT SOLUTIONS FOROUR CLIENT?38


39/54

Did you notice thestructuring of ideas in

each slide?

39


40/54

How has the work place changed

when you were not watching?

40

High quality at lower

cost with reduced

cycle time

Investment in

technology

Investment in skilled

people

Need for better

planning

More collaborative

working

Competitive pressures

You require time to manipulate & figure out ways. Clients donot understand, always forcing us to do things quickly as if I

am a magician, dont appreciate what software we usejust

want the productnot willing to give premium

A small Animation company in Mumbai

Your presentations have to be better depending on client in

order to get the project

An Architect in Mumbai

People used to buy Pro/E just to show off they have it but

ended up using only AutoCAD

CEO of a large Machinery company in Delhi

Companies now recruit Bachelor of Engineering (BE) as

minimum qualification instead of just a diploma holder

Medium tool design company

in Pune

Team work and friendly environment are a must in our designdepartment

Small machinery company in Delhi

Software needs to be with all as we are increasingly workingin collaboration Architects, tooling & animation companies


41/54

Users united in Pride out of learning from ability to

mount a challenge, create/design solutions to problem

41



designShould be Mr. Perfect

Machine design

Start a problem>> I

get excited to solveNeed to know total

design in working



floor


people laugh Animator

Joy of first born

Tooling


Machine design

Odd shaped plot

converted to fit 10


Sit and draw on PC cant

stand chaos of workshopTooling

Without knowledge,

we will not grow

Learning is

important


work

5. High Pride in

design work

4. Learning

3. Solve

problem

1. Mount challenge

2. Create/innovate/design

Design part is most





Architect


42/54

Again, users are united in their ambition to be

recognized for who they are & what they achieve

42

Lesser work

5 day work culture

Need time to think and do

Independence

Decide my type of work & time to work

Boss to not interfere

Start own consultancy

More resources

Material, s/w, h/w, people

& skilled people

Better job condition

Better material, eqpt., s/w, h/w,

people & skilled people

Are inspired by creative/famous people & would like tomeet them:

APJ Abdul Kalam, Micheal

Schumacher, Narayana Murthy, Bill

Gates, DreamWorks head

Sublimation

Want my company to be global

Work is bigger than individual

If Pope can shout at Michelangelo, I am nobody

Look for better avenues for growth

Join a better company



To be recognized

for creativity/work

Betterpay

Who wont want to

earna little more

Hidden

need


43/54

First, a whole lot of frustrations abound in this creative

field and some pertain to software

43



Time is aconstraint



StaffITI diploma..mentality not

right

People keep changing,you can locate old files


If the software can dowhat I am thinking

Dont have a voice toexercise our choice

No interference fromtop..need freedom

Once design is approved, getbored of detailed drawing

Final output, final

rendering

Colourdifferences

Not getting payment intime

Difficult to learn

new software

Creativity is going

downyoung people want tomake more money and go

home early

SimplifyRemove s/wglitches/irritants

Documentation is problem

Unburden me

Streamline

Problem while switching s/w

More User-friendly

Template library to work from

Some softwares are veryslow as our system is not

up-to-date

Is slow on regular

PC

Speed up


44/54

In sum, Software is not the Prima Donna but a tool toaid userrecognition should go to user not the software

44

Maya3D Studio Max

Fire XSI

Catia

AutoCAD

Pro/E

UnigraphicsSolidEdge

SolidWorks

ArchiCAD

Staad

Software is just a tool.

We need to develop the

character, show emotion

etc. Animator

There is no software

that can analyze and

think intelligently

Tooling

We have designed

building when software

was not there. It has

made life easier &

faster

Architect

A s/w should not be a

black box. Need to

know what it is doing

so as to rectify our

mistakes Civil Engg.

Faculty

X


45/54

PART 2: SO, WHAT?> HOW DO I MAKE MY STORY/THEMELINK TO USEFULNESS TO CLIENT

(MAKING HIM ACT ON OUR LESSONS)?


46/54

Can you set a measure of a

successful study? What % of your recommendations were

acted upon by client?

What % of your recommendations are worthyof being acted upon except for politics/laziness

of client?

What % of your recommendations are worthy of

consideration?

What % of your recommendation are interesting to your

client?

What % of your recommendation are interesting to

you?


47/54

Task 2

How do I make my study useful to client to

enable him to move to action?


48/54

Brain is a pattern making and self

organizing system

Challenge assumptions

Innovate

Suspended judgment

Random stimulation

Brainstorming,

Analogies


49/54


50/54


51/54

Quicker and betterDecisions at the end


52/54

Summing up

Story line

Situation

Complication

Question

Answer

Systematic,

Formal &

objective

Argue &

counter

argue

So What?

Suspend

Judgment,

Challenge

assumptions

Innovate,

Brainstorm

Use analogy

Client gatekeeper viewsInternal Deskresearch


53/54

Can you use this data to improve

your So what conclusion? Auto segment, which uses a lot of design software,

collaborate in this manner:

Large Auto makers

have own designdepartments(e.g.Maruti)

Sub-assembly mfrshave own design

deptt. (e.g. SonaSteering,)

Spare parts mfrs(e.g. Small &Medium mfrs)

Some of the smallco. may be avant

garde


54/54

THANK YOU FOR YOURATTENTION!

6_How to Make an Impact With the Client With Our Final Deliverables_case for Better Story Telling...

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