Power of Narrative
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Talk I gave at DXSummit 2016
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Power of Narrative
- 1. 1P a g e THE POWER OF A POWERFUL NARRATIVE. Deb Lavoy @deb_lavoy deb@narrativebuilders.com
- 2. 2P a g e
- 3. 3P a g e A narrative is a system of beliefs that effect how you interpret the meaning of things.
- 4. 4P a g e AS MARKETERS WE BUILD NARRATIVES AND THEN WE ASK PEOPLE TO ADOPT THEM AS THEIR OWN
- 5. 5P a g e
- 6. 6P a g e
- 7. 7P a g e
- 8. 8P a g e
- 9. 9P a g e GREAT BRANDS DO THIS
- 10. 10P a g e
- 11. 11P a g e
- 12. 12P a g e
- 13. 13P a g e
- 14. 14P a g e
- 15. 15P a g e STORY VS NARRATIVE
- 16. 16P a g e NARRATIVE
- 17. 17P a g e STORY
- 18. 18P a g e A POWERFUL NARRATIVE WILL TELL A THOUSAND STORIES.
- 19. 19P a g e A market story. A customer story, An employee story. An investor story. A partnership story. A product roadmap story. A customer service story. A packaging story. A crisis response story. A launch story. A community story. The next story.
- 20. 20P a g e If you BUILD A NARRATIVE. And GET PEOPLE TO ADOPT IT as their own,
- 21. 21P a g e They’ll SEE THINGS as you do. (and they can tell their own stories)
- 22. 22P a g e Clear narratives simplify a lot of business decisions.
- 23. 23P a g e NARRATIVE Marketing Content Marketing Website Customer journey Information architecture Tone, languageBlog Newsletters Campaigns Market segmentation Channels Messaging Direct Mail/ Email Channel strategy Collateral Product Strategy Feature priorities Roadmap Customer Experience Usability CRM Sales Sales enablement Service Relationship Employee Alignment Collaboration Values and priorities Team Building Decision- making Culture
- 24. 24P a g e WHY HOW OFFER PROOF
- 25. 25P a g e
- 26. 26P a g e
- 27. 27P a g e
- 28. 28P a g e
- 29. 29P a g e
- 30. 30P a g e
- 31. 31P a g e Not always just aspirational rainbows and unicorns….
- 32. 32P a g e
- 33. 33P a g e FIVE CRITERIA ONE : PRESENTATION TWO : CLARITY THREE : RESONANCE FOUR : SHARE-ABILITY FIVE : ORGANIZATION
- 34. 34P a g e
- 35. 35P a g e
- 36. 36P a g e
- 37. 37P a g e
- 38. 38P a g e
- 39. 39P a g e
- 40. 40P a g e
- 41. 41P a g e Anti-narratives
- 42. 42P a g e
- 43. 43P a g e
- 44. 44P a g e THANK YOU FOR THINKING ABOUT NARRTIVES WITH ME! Deb Lavoy @deb_lavoy deb@narrativebuilders.com
Hinweis der Redaktion
- What does image this mean to you? To my husband it means a perfect Friday night. To a nutritionist, it might mean the decline of the American Empire. To a vegetarian, it may mean temptation or animal cruelty. Most likely some of both. It depends on the narrative you’re bringing to the table.
- Narratives have deep emotional footings, but also things that appeal to what makes sense to us, they include logic and confirming information.
- Its not enough that you think we’re right. We want people to see the world the way we do.
- If you work for a tech company, or something else that’s abstract or new or complicated. You probably have this problem. You’re showing people a box of parts.
- So you create an idea of what this thing is.
- If you’re any good, you’ll connect that whole to a user.
- And if you’re very good, you’ll connect with a yearning. Now our photographer is a visionary. An adventurer.
- There’s emotional resonance, intellectual resonance. Positive and negative.
- Cherished brands have been doing this for ages. Nike gave us this moment with le bron
- And this
- These are moments that are not just about who we are, but who we want to be
- Remember the eminem ad for chrysler? Magnificent moment. But it ended. Narratives aren’t moments.
- There are dozens of definitions. As many definitions as there are definers. Mine, of course, is definitive.
- The characters, the place, the time, the “boldly go where no man has gone before” thing, the tricorder and the communicator, the transporter, the computer you can speak to, but which oddly, didn’t talk back (I like this model, by the way) the elements of the gestalt, the physical laws of their environment.
- Those people and context, in action – responding to a situation - that’s a story.
- Those people and context, in action – responding to a situation - that’s a story.
- Those people and context, in action – responding to a situation - that’s a story.
- Its not enough that you think we’re right. We want people to see the world the way we do.