STORYTELLING

AS AN ART OF CONNECTION

Yesterday on Facebook…

„I KNOW HOW YOU FEEL“

KNOW YOUR „WHY“

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?“)

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…)

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)

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.

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.

NOW, WHAT DOES THAT MEAN?

Don’t be a robot, be a mensch.

vs.

What’s your story?

www.ineshaeufler.com @ineshaeufler