1. NARRATIVE ROHN JAY MILLER

2. THE ISA SHINTO SHRINE IS REALLY 1,500 YEARSOLD. UNESCO ONLY CONSIDERED THE EDIFICE,NOT WHATS INSIDE. WE TEND TO FOCUS ON THEWOODEN BUILDING AND NOT THE SACREDSPACE IT PROTECTS, WHICH IS WHAT MATTERS.(thx to CLAY SHIRKY)

3. YOU ARE LIVING THROUGH ONE OF THE MOST MIRACULOUS GENERATIONSIN THE HISTORY OF HUMANITY. THE INVENTION OF THE INTERNET ANDTHE UBIQUITOUS DISTRIBUTION OF COMPUTING POWER AND BANDWIDTHARE FUNDEMENTALLY CHANGING HOW WE THINK, CONNECT, AND CREATE.ITS AT LEAST AS SIGNIFICANT AS THE INVENTION OF THE PRINTING PRESS.NO KIDDING. SO THINGS ARE CHANGING FAST, BABY

4. THE PROBLEM FOR A BRAND IN THIS BRAVE NEW WORLD IS TO BEUNDERSTOOD COHERENTLY. TRANSPARENCY, BRANDJACKING, AND THECHAOTIC SHIFT OF ATTENTION SPAN OUTSIDE BROADCAST CHANNELS THATUSE ADJACENCY AND INTERRUPTION MAKE CREATING COHERENCE OFCUSTOMER EXPERIENCE FOR A BRAND IMPOSSIBLE TO CONTROL.CONTROL MENTALITY JUST DOESNT WORK, EVEN THOUGH ITS WHATSENIOR EXECUTIVES CONTINUE TO EXHIBIT. WHY ELSE ARE THEY THERE?WE NEED A BETTER WAY TO THINK ABOUT WHAT A BRAND IS TO PEOPLE.

5. YOU SEE PHAROIC DIAGRAMS LIKE THIS THAT OFFER ATLEAST SOME SOOTHING VISUAL ASSURANCE THAT EVERYTOUCH IS A CHANNEL WE OWN AND THE BRANDAND THE RETAILER OUTNUMBER THE LOWLY CONSUMER.

6. STORY-TELLING IS THE NEW NEW IDEA. ITS GOT ITS PLACE, BUTITS LIMITING. AS JOHN HAGEL OF DELOITTE POINTS OUT, A STORYHAS A BEGINNING, MIDDLE AND END. AND THE PURPOSE OF THESTORY IS FOR THE BRAND TO TELL IT TO YOU AND FOR YOU TO SHUTUP AND LISTEN. ESPECIALLY THE COOL STORIES.

7. LOVETHERE IS ANOTHER WAY OF THINKING ABOUT A BRAND AND THATS TOCONSIDER ITS ACTIONS AND REACTIONS IN THE MARKETPLACE AS AFORM OF NARRATIVE, WHICH IS ABOUT A CENTRAL THEME, ONETHATS MOVING FORWARD, WHICH INVITES YOU TO JOIN, AND ISAIMED AT A GOAL. I BELIEVE THE CENTRAL MOTIVATOR FOR YOU TOPARTICIPATE IN A NARRATIVE IS LOVE; NOTHING MORE, NOTHING LESS.

8. IN 2008 CONSERVATIVECOLUMNIST ROBERT NOVAKSAID THE SIGNS ANDBANNERS OF THE OBAMACAMPAIGN WERE THE FIRSTHE HAD EVER SEEN IN HISLIFE THAT DIDNT HAVE THECANDIDATES NAME ONTHEM. SEE HOW THE IDEA ISABOUT US, NOT HIM? ITSCHANGE WE CAN BELIEVE IN,AND HES JUST THE CENTRALACTOR, NOT THE NARRATIVE.

9. LETS CONSIDER IBM. FIFTY YEARS AGO 80% OF IBMSREVENUE CAME FROM COMPUTER HARDWARE. TODAY80% COMES FROM CONSULTING AND SOFTWARESERVICES. IS IT THE SAME COMPANY, WITH THE SAMENARRATIVE? I THINK SO.

10. Nobody ever got fired for buying IBMTHIS WAS THE OLD SAYING AMONG COMPUTER PEOPLE IN THE 20THCENTURY. SEE HOW ITS ABOUT WHAT HAPPENS TO YOU AND ME?IBM WAS HIRED BECAUSE THEIR NARRATIVE WASAND ISABOUTTHEIR CUSTOMERS. HELPING THEM SUCCEED AT THEUR BUSINESS.

11. We translate advanced technologies into value for our customersTHIS IS TAKEN FROM IBMS MISSION STATEMENT, SO YOU MIGHT SAY ITSTHEIR TAKE ON THE PREVIOUS SLIDE. THIS WAS THE MISSION OF IBM IN THE1960S AND I THINK ITS THE MISSION OF IBM TODAY. THE WAYS THEYVESUCCEEDED COMPRISE THE POWERFUL, CONSISTENT IBM NARRATIVE.

12. OKAY, AT LEAST I DIDNT OPEN MY PRESENTATION WITH THE MANDATORY APPLESLIDEHERE IT IS NOW. THINK DIFFERENT IS A MANTRA BUT ITS ALSO THEBUSINESS PHILOSOPHY THAT BUILD THE TRUE APPLE NARRATIVEITS INNOVATIVEPRODUCTS AND MIND-BOGGLING ABILITY TO CREATE NEW MARKETS LIKE ITUNESOUT OF WHOLE CLOTH. AND THINK DIFFERENT IS ABOUT YOU THINKINGDIFFERENT. ITS A CALL TO ACTION, NOT A STUPID TAGLINE.

13. Narrative provides Stability in chaos Invitation to join Belief system Direction & orientationJOHN HAGEL OF DELOITTE SAYS A COHERENT NARRATIVE PROVIDES US WITHA WAY FORWARD. THE ABOVE ARE TRUE OF CHRISTIANITY, THE UNITEDSTATES OF AMERICA AND THE FRENCH FOREIGN LEIGON. ALSO TRUE OFVOLVO, JUSTIN BIEBER AND NIKE.

14. IN JAPANESE THE WORD CRISIS IS COMPRISED OF TWO CHARACTERSWHICH INDIVIDUALLY MEAN DANGER AND OPPORTUNITY. NARRATIVESOF OPPORTUNITY WORK BETTER LONG-TERM, IMHO. NARRATIVES OFDANGER CAN WORK SHORT-TERM, BUT YOU CANT KEEP UPPING THEDANGER AND/OR NOT RESOLVING THE DANGER.

15. Narrative is Spoken Inside outOpportunities Exploring Quest Action

16. Narrative forms Linear Cyclical Spiral AssemblageDR. DAVID BOJE AT THE UNIVERSITY OF NEW MEXICO HAS DONE SOMEINTERESTING NOODLING ON NARRATIVE AND STORY. HE DEFINES FOURKINDS OF NARRATIVE. (SPIRAL IS UNSTABLE CYCLICAL AND ASSEMBLAGE ISCOMPRISED OF MANY PIECES COMING TOGETHERLIKE WOODSTOCK.

17. Process ToolsTO GROW A NARRATIVE YOU NEED TO PROVIDE THREE MAJORFRAMEWORKSPROCESS, TOOLS AND STRATEGY. THINK ABOUT PIXAR.THEY STARTED TOY STORY CHALLENGING THEMSELVES TO BUILD BETTERANIMATION SOFTWARE TOOLS AS THEY WENT, PLANNING MORE COMPLEXSHOTS IN YEAR 3 OF PRODUCTION THAN YEAR 1. WHEN A PIXAR MOVIECOMES OUT, THAT STANDS FOR SOMETHING. PARAMOUNT PICTURES HASNO STEAM IN THEIR NARRATIVE AT ALL. Strategy Source: Dr. David Boje, U of New Mexico, 2010

18. WAL-MART: LINEAR NARRATIVE. SPEND LESS, LIVE BETTER. LOWEST PRICESPOSSIBLE FROM THE WORLDS LARGEST SUPPLY CHAIN. THEY STARTED INBENTONVILE AND KEEP GOING UNTIL THEY TAKE OVER THE WORLD.

19. TARGET: CHEAP CHIC, QUALITY DESIGNED GOODS FOR LOW PRICES. PLUSBRIGHT STORES, WIDE AISLES, BRIGHTER LIGHTINGGREAT, ACTIVE PLACE TO BE.THE STORES ARE AS MUCH A PARET OF THE NARRATIVE AS THE PRODUCTSTRATEGY. CYCLICAL NARRATIVE: WE KEEP DOING IT DIFFERENT AND BETTER.

20. DR. BOJE IS PART NATIVE AMERICAN. HE TALKS ABOUT IN HIS TRIBALTRADITION THE DIFFERENCE THEY CALLED TREE IN HEAD VERSUS GRASSIN HEAD. TREE IN HEAD MEANS YOU FOCUS ON ONE THING ONLY.GRASS IN HEAD MEANS YOU SEE THE WHOLE RANGE. NARRATIVE ISGRASS IN HEAD.

21. WERE AT BEST BUY HEADQUARTERS TODAY. WHATS THE NARRATIVE OF BEST BUY?KIND OF UP IN THE AIR RIGHT NOW. USED TO BE BIG STORES, CONSUMERELECTRONICS, HUNDREDS OF TVS. WHAT NOW? THEY SAY THEIR MISSION IS TOSOLVE PUZZLES FOR OUR CUSTOMERS. WHAT DOES THAT MEAN AND HOW DOESIT DESCRIBE THE PAST, PRESENT AND FUTURE NARRATIVE?

22. Highly aligned,Loosely coupledMotivated within Collaborating

23. Yonder rYONDER IS ONE OF MY FAVORITE WORDS. MAYBE ITS THE OLD COWBOYRUGGED INDIVIDUALISM? YONDER COMES FROM TWO WORDS. YOND INOLD ENGLISH MEANS THAT PLACE I SEE IN THE DISTANCE. THE OLD DUTCHWORD GEOND MEANS THROUGHOUT TOGETHER. THATS NARRATIVE. ITSTHE THINGS WE DO TOGETHER ON THE JOURNEY TO THAT PLACE IN THEDISTANCE. THANKS FOR LISTENING, AND LETS KEEP TALKINGROHN JAY