#AdvConf2018 - Advantage...

#AdvConf2018

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The Narrator’s PrologueJason Nash, Travelport

What’s story telling in a corporate context

Jason NashChief Storyteller

Travelport

Chapter 1Why stories?No body cares

• Population 7.4 Billion

• With billions of people in the world who don't care about our corporate message, how do you get cut through?

• Blah blah blah…

5

CONVERSATIONAL VS JARGON

NARRATIVE WORDSVS

OUTWARD INWARDVS

ANECDOTAL MUNDANEVS

JARRING VS COMFORTABLE

COMPELLING DULLVS

REAL STAGEDVS

TEXTURE SMOOTHVS

OBSTACLE SMOOTH SAILINGVS

HEROIC ROBOTICVS

ENTERTAIN SELLVS

Storytelling vs

Corporate Speak

CAPTIVATE BOREVS

Why use stories?

Your stories need villains

• Status quo

• Disruptors

• Online

• New competitors

• FUD

• Competitor A

• Competitor B

A thousand words story in a single picture

• Photos tell a 1,000 words these days, particulalrly when people have short attention spans. Not even video can match pictures because people rarely watch entire videos. They get the picture immediately.

Every Employee has a phone

• Our employee’s should become the official photographers of the company

• Let’s use pictures and our people because everyone has a phone and everyone has stories that can be communicated

• We can use our people and social to amplify our voice

Approach – be human

• People and Places

• The Magic

• Begin by encouraging employees, partners, customers, prospects & suppliers to tell stories

• This is a great way of humanising the brand and the organisation in ways that have never been done before

Do you tell stories?

What Works?

• Logos is an appeal to Logic

• Pathos is an appeal to emotion

• Ethos is an appeal to Ethics

Brand Product Experience

Start with Why

• Great leaders and organisations think, act and communicate in a different way…

• Golden Circle Why, How, What

• Everyone knows what they do,

• or How they do it…

• Few know why? Purpose, Cause, Belief

Why you do it

• People don't buy what you do they buy why you do it…

• Goal is to do business with people who match your goals and values

• Neo cortex rational and analytical through language…

• Limbic brain trust, loyalty all decision making, gut designs does not feel right…

Raw material

What have you brought to the party?

Annette Simmons The Story Factor

Why I’m here TeachingThe Vision Values-in-Action ‘I know what you

are thinking/

feeling’

Who I am

What can I tell stories about?

Market Trends

& Landscape

OR

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Telling StoriesJason Nash, Travelport

“Tell the story your customers want to hear, not the story you want to tell them”

Jason Nash

Six step process

1. Who is your audience?

2. What is your objective?

3. What’s your message?

4. Find your story idea

5. Build the structure

6. Add the colour

Step 1Audience

Who's the Audience

Secrets of telling awesome stories

The audience is Luke Skywalker (the hero) not the presenter.

Meet your hero, take time to understand your audience – its tough to influence people you don’t know. Liking your audience is the first step to being genuine with them. Get into there hearts and then there head.

The presenter is Yoda (the mentor)

Mentors are selfless and think of themselves in the context of others – what do you give to the audience? You move them past the blockages of FUD fear, uncertainty and doubt. As a mentor you teach and or give gifts.

What insights into life can you give to the audience? Draw on your own deep truths and transfer – use the Force!

Not just their job title

• Influence

• Who or what influences their behavior?

• What experiences have influenced their thoughts?

• How do they make decisions?

• Motivation and Desire

• What do they need or desire?

• What is lacking in their lives?

• What gets them out of bed and turns their crank?

• Respect

• How do they give and receive respect?

• What can you do to make them feel respected?

What can the presenter give the hero?

• Guidance• What insights and knowledge will help

them navigate their journey?

• Confidence • How can we bolster their confidence so

they aren’t reluctant?

• Tools• What tools, skills or magical gifts do they

gain from you on their journey?

• By identifying and articulating shared experiences and goals, you build a path of trust so strong that they feel safe crossing to your side

Step 2Your Objective •Get… To… By…

Get:

Your target audience

……a group of very busy leaders, resistant to change and maybe a little sceptical o brand, purpose, vision and values .

To:

The action you want them to take

……own the change and cascade it to there teams with passion and energy.

By:

How you are going to achieve this

…….by telling a story about there own experiences and how it relates to there own life. The more personal, human and emotional the better use the technique from this breakout

Objective & Message

Step 3. What’s your message?

Travelperformance

Travelchoice

Travelexperience

Intelligence

Confidential

Travelport's Message - The power

of the platform

B2B4C Travel commerce and retailing platform focused on maximizing return on every trip for the travel supply chain

Old world

GDS

PNR

B2B

Segments to bookings

EDIFACT andswitches

Data

APIconnections

B2B4C

Travelers, insightand prediction

Trips and return on trip

Easy in and out, consumer ready

Travel commerce platform

Step 4Story Idea

MetaphorExample

Technology

‘Technologyis a glitteringLure’ (agree)

New

‘New is the most important

word inadvertising’

(agree)

Nostalgia

‘More elusive’Scarcity.(create

desire for‘nostalgia’)

Metaphor

‘It’s not a Spaceship’…

(Kill ‘newTechnology’

brief)

Replace withNew metaphor,‘Time Machine’

‘Carousel’.

Buy this tech’because it will

help you experience

this emotion

What did you just see?

Twoapproaches

MetaphorsAnalogy, Simile, Allegory

Archetypes7 basic story typesOvercoming the monsterRags to Riches The QuestVoyage & ReturnTragedy RebirthComedy

The Seven Basic Plots

1. Rags to Riches

2. The Quest

3. Voyage & return

4. Tragedy

5. Rebirth

6. Comedy

7. Over coming the monster Or Challenger Marketing

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The StoryslamJason Nash, Travelport

Step 5Structure

Structure

Middle

• Predicament/Crisis• What the hero faces

Beginning: set up

• Prep the audience• Intro protagonist

• Hook them

The Climax

• Crisis resolved by conflict, choice and

action

Resolution

• Reflection• Result

• Implications

7-point story arc

After Dan WellsCharacter in opposite state from the end

The Hook

Change puts events in motion

Plot turn 1

Pinch 1

Something goes wrong/character gets in motion

Tipping Point

Reaction to action

Pinch 2

Something goes very wrong!

Plot turn 2

Character gets the power to

win

Resolution

The climax/the

moral

Other models and

tools

Step 6Paint Pictures...Add color

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The Story of YouJason Nash, Travelport

How to tell stories that matter and make people listen?

Put an idea in someone's

mind!

Ideas are teleported into people's minds through voice

Ideas communicated correctly can change the world today and in the future

Each person's ideas are framed in their own reality

Simple example Cats are cute

1. Limit yourself to a single idea and give examples and context

2. Give your listener's a reason

to care. Curious, intriguing

and provocative questions

challenge their thinking

3. Build your story in their

language using

metaphors

4. Make your idea worth sharing… who does it benefit if it only benefits your company then its not worth it?

Human voice is the most powerful in the world - it can create love or war

7 Deadly sins of speaking

• Gossip

• Judging

• Negativity

• Complaining

• Excuses

• Lying

• Dogmatistic facts confused with options

HAIL to greet or acclaim enthusiastically

•Honesty: be clear and straight

•Authenticity: be yourself

• Integrity: be true to your word

• Love: wishing them well (don't judge)

Your voice is a toolbox

• Register (Deep voice chest voice)

• Timbra (Rich smooth like hot chocolate)

• Prosody (Meaning monotonic)

• Pace (for emphasis)

• Silence

• Pitch

How do we build an

environment were we all

listen and speak meaningfully?

Before public speaking check your body language

Open and powerful

• This can be driven by gender

• How much precipitation and reality

• If you act powerful, you feel powerful

• Does your body change your mind and visa versa

• Powerful more risk taking, more self belief

• Put your hands on your hips, high power poses

• These changes show in testosterone and cortisol levels

Non verbal communication changes your brain chemistry and the way YOU feel and think

Our bodieschange our

minds

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