Storytelling As The Art Of Connection
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Transcript of Storytelling As The Art Of Connection
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STORYTELLING
AS AN ART OF CONNECTION
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„I KNOW HOW YOU FEEL“
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KNOW YOUR „WHY“
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FINDING YOUR „WHY“
WHY
HOW
WHAT 1. What was the first spark for your idea?
2. What are your core beliefs and values?
3. Ask 5 times „Why“. („I do _____“ - „Why is that important?“)
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KNOW YOUR CUSTOMER’S „WHY“1. Who are they? (Buyer Persona)
> What does really matter to them? > What is the context of your product for them? > Which emotional need is your product about?
2. Who are you? (Brand Persona)
3. Write/draw/imagine a vivid dialog scene where the two of them meet.> How do they talk?> What emotional states are there for each of them? > Which function does the brand/product have? (leader, companion, best friend, funny sidekick, teacher, Yoda, Rey, Leia, Han Solo…)
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EX.1: RUNTASTIC STORY RUNNING• Audio books for runners • Story and music made for each story run • Structure: interval training/hero’s journey • Cooperations (Wings For Life Run, Austrian
Tourism Office, Maze Runner - The Scorch Trials)
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Ex.2: HUMANS OF NEW YORKI wanted people to look at me and think: ‘If this man is walking our dog, and there’s some sort of major disaster, he’s going to survive. He’s going to fish for those dogs. He’s going to build a bunker and shelter those dogs until it’s safe to bring them home.’ After I finished the design, I got four of my friends to wear the uniform, and we borrowed all the neighbors’ dogs, and we walked them down 5th avenue while handing out business cards. I got five customers that first day.
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NOW, WHAT DOES THAT MEAN?
• Loud • Selling • Annoying interruptions • One Way • Monolog • No real connection • Anonymous
• Calm • Listening • No interruption • Two Way • Dialog • Emotional Connection • Personal
vs.
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NOW, WHAT DOES THAT MEAN?
Don’t be a robot, be a mensch.
vs.
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What’s your story?
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