The ultimate guide to storytelling in business a proven, seven-step approach to deliver business-critical messages with impact
"How often have you had to deliver a pitch, convey a message or empower an audience with only one chance to get it right? Perhaps a job interview, an important sales presentation, or the announcement of major changes within your organization? Have you ever had a powerful idea that was never ado...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
John Wiley & Sons, Incorporated
2024.
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| Edición: | 1st ed |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009811316706719 |
Tabla de Contenidos:
- Introduction
- Storytelling requires a different approach in business
- A methodology based on seven logical steps
- Chapter one Defining the vision
- Six things to consider when defining a vision for your story
- Some examples of vision statements
- Chapter summary
- Next steps
- Chapter two Understanding your audience
- The three preparation activities required to profile an audience
- Basic preparation addresses the "must-knows"
- Adapting basic preparation to an internal audience
- Detailed preparation provides a more in-depth understanding
- Stakeholder profiling homes in on the interests of individuals
- Leverage both internal and external resources when collecting information
- Consolidate the information gathered into a template or repository
- Case study: SmartStream
- Basic preparation
- Detailed preparation
- Stakeholder profiling
- Putting your audience understanding to work
- Experience from the field
- Chapter summary
- Next steps
- Chapter three Framing the problem
- What is a logic tree?
- Step 1: Building the logic tree
- Step 2: Using the logic tree in a co-creation session
- The meeting conclusion
- Practical tips for running a co-creation session
- Experience from the field
- Chapter summary
- Next steps
- Chapter four Constructing a story framework
- Building logical arguments: deductive and inductive methods
- A deductive argument embodies horizontal logic
- The number of premises in the argument can vary
- Two safety tests can be used to verify the strength of a deductive argument
- The inductive argument embodies vertical logic
- An inductive argument is easier to defend, making it useful at the detailed level
- The inductive method can support both solid and subjective information.
- Order the supporting reasons by priority
- Inductive arguments can be used to rationalize pros and cons
- The methods can be combined to build the framework of a story
- Case study: SmartStream
- Building a story for the SmartStream case
- The story blueprint plays an important role
- In some cases, an inductive argument can be used as the key argument
- Presenting the story verbally, in a conversation or meeting
- Conclusion first or conclusion last?
- Checkpoints keep you in synch with your audience
- Try to secure acceptance at each stage
- Anticipate likely questions and be ready to answer them
- Translating the blueprint into a document
- The executive summary
- Chapters and sub-sections
- Use meaningful titles
- Employ an approachable writing style
- Translating the blueprint into a presentation
- Design effective presentation slides
- The content of a slide represents a hierarchy of information
- Titles play an important role in presentations
- The title of the agenda slide requires particular consideration
- Busy slides are a distraction to your audience
- Apply a consistent template and branding guide
- Use animations wisely
- Case study: Jensen's presentation to SmartStream
- Experience from the field
- Chapter summary
- Next steps
- Notes
- Chapter five Preparing an engaging delivery
- Part 1: Mastering the five presentation phases
- Opening words set the tone of your delivery
- A well-crafted speaker introduction wins the listening ear of your audience
- Objective
- Tangible
- Relevant
- Concise
- A good topic introduction presents a value proposition to the audience
- The main body follows the structure of your story blueprint
- Closing words are often what people remember the most
- Part 2: Linguistic structures: metaphors, analogies, and anecdotes
- Metaphors
- Analogies.
- Anecdotes and personal examples
- Part 3: The underlying science of neurochemicals
- Dopamine
- Oxytocin
- Endorphin
- Cortisol
- Adrenaline
- Use neurochemical releases wisely in the narrative
- Emotional triggers play an important role in stories
- Part 4: Descriptive detail and the role of characters in a story
- Descriptive detail activates the visualization engine
- Use a descriptive starting point to set the scene
- Appeal to the five senses when describing a situation
- Emphatic vocabulary can be used to increase momentum
- Personalization brings your message home
- Characters can play an important role in stories
- Part 5: Interaction and navigation can be essential in achieving your intended outcome
- The cornerstones of an interaction approach can be planned in advance
- Interaction is possible in many forms
- In some cases, an alternative navigation approach may be required
- Chapter summary
- Next steps
- Notes
- Chapter six Visualizing data
- The visualization system hinges on three types of memory
- The iconic memory is fast-moving, but instantaneous
- The working memory is where all the work is done
- The long-term memory is where decisions are made, and where commitment is secured
- Memory has an important impact on data visualization
- Select the right type of chart for the right message
- Big number charts "hero" the number
- Comparison charts allow visual comparison between one or more data sets
- Relationship charts illustrate connections and correlations
- The scatterplot
- Distribution charts draw attention to trends and outliers
- Composition charts show the parts of a whole
- The stacked column chart
- The stacked area chart
- The pie chart
- Pre-attentive attributes accelerate audience interpretation
- Think about the data-ink ratio on a chart.
- Other considerations when visualizing data
- Charts need strong titles
- Use a legend, or use labels?
- Two dimensions usually work better than three
- Avoid red and green colors on the same chart
- Busy matrices quickly overload the working memory
- Chapter summary
- Next steps
- Notes
- Chapter seven Delivering the story
- Essential skills for a successful delivery
- The mechanics of effective presentation
- Vocal modulation is an essential skill
- Smooth question handling commands a high degree of credibility
- Rehearsals can play an important role
- Virtual settings require a degree of adaptation
- Case study: Jensen's presentation to SmartStream
- Recommendation first or last?
- Check points are important during the delivery
- Anticipation of likely questions and any required support material
- Delivering the final presentation to SmartStream
- Challenging situations when delivering a story
- Continuous interruptions from the audience
- Reacting to strong disagreement
- A conflict between two audience participants
- Hostile objections and political agendas
- Chapter summary
- Master a robust set of presentation mechanics
- When delivering the story, take your audience on a journey
- Be aware of common challenges and strategies for handling them
- Next steps
- Notes
- Completion checklist
