My guest lecture at Rotterdam School of Management during the spring 2012 semester. Students were preparing to pitch their product ideas to L'Oréal and I wanted to show the them how they could use a story format to make their presentations more effective. Illustrations by Miyuki Okada – http://miyuki-okada.com

1. THE SELLING SHOW

2. TELL A STORY

3. Photo credit: Lucasfilm

4. Photo credit: Lucasfilm

5. Photo credit: Lucasfilm

6. Photo credit: Lucasfilm

7. Photo credit: Lucasfilm

8. Story outline
Hero
Something
(bad) happens
What to do
about it?
Action!
Happy
ending

9. 1. Situation
3. Key question
Hero
Something
(bad) happens
What to do
about it?
2. Complication
The Minto Pyramid Principle
Action!
4. Answer
Happy
ending

10. Introduce yourself
You are team-mates (with the company)
Highlight similarities with audience
30s pitch

11. 1. Situation
Grab attention
Tell something new
Use a metaphor

12. 2. Complication
Dramatise, a bit
!
Make them feel it
Connect to a BIG emotion

13. 3. Key question
Your call to action
Point to where you’re taking them
!
Show full conviction

14. 4. Answer
Specific: What? / Why? / How? / Who?
Practical solution to a real problem
End with an “ask”

15. THE END

16. BEHIND THE SCENES
a.k.a. References

17. Use storyboarding for mapping out your presentation.

18. Influence principles:
– Reciprocation
– Commitment & Consistency
– Social proof
– Liking
– Authority
– Scarcity
!
➝ via Robert Cialdini, Influence: The Psychology of Persuasion

19. Good examples
➝ Steve Jobs — iPhone keynote
➝ Guy Kawasaki — on Enchantment
➝ Dave McClure — Startup Viagra
➝ Keen.io — TechStars pitch

20. Get in touch
piotr@coocoo.lu
@piotrbakker