Getting your story straightCreating and inspiring innovation on the strength of a simple
story
Getting your story straightCreating and inspiring innovation on the strength of a simple
story
David Riemer4/7/14
Warm up: let’s all tell a storyTell a story about an event that you experienced – or person you met
-- that influenced you and possibly changed you…
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What’s the difference?
IDEA
The Story
Telling the story (Getting to Go)
The narrative: the problem and solution
Insights
Customer
Names
Narrative devices
Focus
Showtime
Visuals
The power of story
Jack Dorsey
Twitter, SquarePeter Guber
Sony Films, Mandalay Entertainment
1:0024:12
The brain science behind it
Activating the insula (emotional region)
When we hear a story, we imagine ourselves in it.
Synching the listener’s brain
A story activates the same parts of the teller’s and listener’s brain.
Basic story elements for a product (or idea)
Who is my customer?
Story Innovation storyProtagonist Customer
Motivation Customer insights
Conflict Problem definition
Plot imperative Value proposition
Plot narrative Product delivery (reasons to believe)
Setting Positioning
Tone, Voice Attributes and personality
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Go deep to understand the character in your story
Zimplistic, Intel-Berkeley Technology Entrepreneur Challenge, 2009 finalist
Reposition (on the fly) if necessary
"Originally, we weren't exactly sure how to market the Touch. Was it an iPhone without the phone? Was it a pocket computer? What happened was, what customers told us was, they started to see it as a game machine. We started to market it that way, and it just took off.” (Steve Jobs, 09/09/09)
Possible story challenges…
Do we have a technology looking for a problem to solve?
Do we have a customer insight; but no clear problem definition?
Are we debating between first target customers?
Do we have a clear problem definition, but the inability to provide a viable solution?
Do we have a great story, but someone else got their first?
Storyboard framework
Customer: Insight:
Problem Definition: Value Proposition:
How it works: Context and Tone:
The Nestio story
1. Customer: apartment hunter with roommates
2. Insight: Coordinating a search is a thankless, stressful task.
3. Problem Definition: Why can’t there be a painless wayTo find an apartment with friends?
4. Value Proposition: The easiest way to organize yourapartment hunt
5. How it works: •Save and share listings in 1 place•Add notes, photos and comments•Contact listers•Use mobile app
Google Wave story starts with a capability
Customer: Insight:
Problem Definition: Value Proposition:
How it works:A hosted conversation that anyone can contribute to in real time.
Context and Tone:
The missing step: customer hypotheses
Customer: Insight:
Problem Definition: Value Proposition:
How it works:A hosted conversation that anyone can contribute to in real time.
Context and Tone:
? ?
? ?
?
The enemy of a good idea - NOISE
Pre-Conceived Notions
Everyone else’s idea
Agendas
Distractions
Risk Aversion
Be brief: distill down to the essence of your story
“I would have written you a short letter, but I didn’t have the
time.”Pascal (or Twain)
Do a demo
This is Kent… Kent commuted to work by bikeKent felt vulnerable riding his bike
home at nightKent wondered why bike
lighting was so terrible
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