Douglass Hatcher Executive Communications o: 914.249.4016 ... · 2016 y As I think about what it is...

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Douglass HatcherExecutive Communications o: 914.249.4016 | m: [email protected]@mastercardnews | #RaganExecComms

© Mastercard. Proprietary

mailto:[email protected]

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Guide to Really Good Storytelling:The Art & Science of Making Things Matter

Ragan | 2016 Leadership and Executive Communications ConferenceJack Morton Auditorium at GWWashington, DC@mastercardnews | #RaganExecComms © Mastercard. Proprietary

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Commitment Card


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Setting the Scene


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Why Storytelling Matters

4 Storytelling Tools & Techniques


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A whole is that which has beginning, middle, and end.

— Aristotle


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Without storytelling, we have no shoulders of giants to stand on.

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If you talk to a man in a language he understands, that goes to his head.

If you talk to him in his language, that goes to his heart.

— Nelson Mandela


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SHOW&

TELL© Mastercard. Proprietary

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An object is just an object until someone gives it meaning.


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Description doesn’t create meaning. It creates information.


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yachtung

atenciónانتباه

attenzione

tenção

uwagakipaumbele

perhatian

အအအ

oppmerksomhet

pmärksamhe

вниманиеအ

attention

要注意


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The true scarce commodity is increasingly human attention.

— Satya Nadella, Microsoft CEO


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The Elusive 600*

© Mastercard. Proprietary*SOURCE: The Brieflab

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With 8-word and fewer sentences, readers understood 100% of the story.*


*American Press Institute studied 410 newspapers and the researchers correlated the average number of words in a sentence with reader comprehension.

Ann Wylie (www.wyliecomm.com)

Shorter Connects,

Shorter Sells, Shorter Wins

http://www.wyliecomm.com/

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The short words are the best, and the old words best of all.

— Winston Churchill


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Converting attention into the action you want = making them care


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27MARCH 12, 2016 © Mastercard. Proprietary

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Every piece of content or communication is a storytelling opportunity.


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Six words, a story, and a bet


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Out of Office


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I will be out of the office on vacation till Thursday morning. Please email me and I will do my best to return your

message promptly. If this message is urgent, please call my cell phone.


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When your 10 year-old son makes it to the Cal Ripken World Series. Priceless!! Yes, I am a proud working mom, and I'll be on vacation rooting on my son and his team

through August 15. If it's urgent, please contact Douglass Hatcher.

© Mastercard. ProprietarySource: Jennifer Stalzer, Mastercard

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Why Storytelling Matters

4 Storytelling Tools & Techniques


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Keep It Simple

Tell Your Story

Make Data Count

Make Your Story Stick


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Who’s your audience and what do you want them to do?


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I made mistakes in drama. I thought drama was when actors cried. But drama is when the audience cries.

— Frank Capra, Film Director


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Make me care.— Andrew Stanton, Pixar


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Keep It Simple

Tell Your Story

Make Data Count



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Three chords and the truth.— Definition of Country Music

Harlan Howard, American Songwriter


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See things from a beginner’s mind and an audience’s perspective.

— Daniel Pink, Business Author and Speaker


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© Mastercard. ProprietarySOURCE: Carmine Gallo, The Presentation Secrets of Steve Jobs

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The greatest thing by far is to have a command of metaphor.

— Aristotle


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The Declarative Sentence


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Start with the first true simple declarative sentence.

— Ernest Hemingway


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Develop a built-in bullshit detector. — Ernest Hemingway


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Get me a Nun!


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Abraham Lincoln and Winston Churchill rode to glory

on the back of the strong declarative sentence.— William Zinsser


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I pledge allegiance to the flag.


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I swear to tell the truth, the whole, and nothing but the truth.


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We hold these truths to be self-evident.


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I do.


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We want GE to become a company where people come to work every day in a rush to try something they

woke up thinking about the night before. — Jack Welch, former GE CEO


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So, we’re gonna reinvent the phone. — Steve Jobs


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Description of a world-class PR firm: Artemis Strategic has a team of enterprising, results-driven professionals who are dedicated to exceeding expectations. We are a client-focused, best-in-class firm that leverages the latest in ICT to drive our bottom line.To learn more, go to: www.artemistrategic.com


http://www.artemistrategic.com/

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We serve only the freshest fish.— Inspired by Gideon For-mukwai,

The Science of Story Selling


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Our fish is not out of water more than 24 hours before it’s on your plate.

— Gideon For-mukwai, The Science of Story Selling


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As I think about what it is I do at MasterCard – what each of us does, I’ll close this section on content with the following. There’s a famous story about President John F. Kennedy’s first visit to NASA’s headquarters in 1962.

While touring the facility, President Kennedy saw a man mopping the floor in one of the hallways. He stopped to chat with him. He shook his hand and asked what he did at NASA. The janitor proudly addressed the young President saying, “Sir, I’m helping to put a man on the moon!”

© Mastercard. ProprietarySOURCE: Gideon F. For-mukwai, The Science of Story Selling

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As I think about what it is I do at MasterCard – what each of us does, I’ll close this section on content with the following. There’s a famous story about President John F. Kennedy’s first visit to NASA’s headquarters in 1962.

While touring the facility, President Kennedy saw a man mopping the floor in one of the hallways. He stopped to chat with him. He shook his hand and asked what he did at NASA. The janitor proudly addressed the young President saying, “Sir, I’m helping to put a man on the moon!”


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Maybe stories are just data with a soul. — Dr. Brené Brown,

Research Professor @ the University of Houston


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Don’t project the idea that you’re showing a chart. Project that you’re showing a reflection of human activity, of things people did to make a line go up or down.

It’s not Here’s our Q3 financial results. It’s Here’s where we missed our targets.


Be Ye Storytellers of Data

SOURCE: Quoting Nancy Duarte, as cited in Good Charts

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Cumbersome: Of the $246.8 billion in retail spending last year consumers spent $86.4 billion on cars and parts, and $59.3 billion on food and beverages.

Easier to grasp: Of every $100 spent in retail stores last year, consumers spent $31 on cars and parts, compared with only $23 on food and beverages.

© Mastercard. ProprietarySOURCE: UN Guide to Making Data Meaningful

UN Guide to Making Data Meaningful

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There are about 600 million people under the age of 25 in India. That’s a little less than twice the size of the U.S. population.

Each year, 65 million people are added to the world’s urban population. That’s the size of the U.K.

An Osprey is a plane that takes off and lands like a helicopter. Its sensors produce a terabyte of data on each takeoff and landing. 10 Osprey flights produce as much data as the entire print collection of the Library of Congress.*

Don’t Let Data Dangle*

© Mastercard. Proprietary*SOURCES: Carmine Gallo, Talk Like Ted | Scott Berinato, Good Charts

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Three days after a presentation, most people remember 10% of what they heard.

Add a picture and recall shoots up to 65%.— Dr. John Medina, Brain Rules


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Once upon a time…*And every day... Until one day...

And because of this... And because of this...

Until finally... And ever since that day...

© Mastercard. Proprietary*Brian McDonald, Invisible Ink

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The purpose of art is to stop time.— Bob Dylan

Recipient, Nobel Prize in Literature 2016 For having created new poetic expressions within

the great American song tradition.


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I’ve learned people will forget what you said, people will forget what you did, but people will

never forget how you made them feel.— Maya Angelou


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Douglass HatcherExecutive Communications o: 914.249.4016 | m: [email protected]@mastercardnews | #RaganExecComms


mailto:[email protected]

Douglass Hatcher Executive Communications o: 914.249.4016 ... · 2016 y As I think about what it is...

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Transcript of Douglass Hatcher Executive Communications o: 914.249.4016 ... · 2016 y As I think about what it is...