Communicate effectively in imagery,

not just words. SECRET #4

12

3. Find x 3 cm

4 cm

We use 5-6 metaphors per minute.

x

13

3. Find x 3 cm

4 cm

x

14

Facts can be presented differently depending on the metaphor you choose.

“Tax Relief” “Tax Cuts”

15

Case Study: De Beer’s Diamond Jewelry

16

Communicate effectively in metaphors, not just words.

SECRET #5

17

What motivates people to donate?

21 Million hungry Africans Rokia ( a 7 year old from Mali )

Medicine to save 1 child Medicine to save 2 children

Medicine to save Rokia Medicine to save 1 million of children

18

or

or

or

Communicateeffectivelyinstories,

notjustwords.SECRET #6

19

Insights come from interaction between the rational and the emotional

20

REAMTOITOINOANLAL

Great insights are born out of the tension between the rational and irrational.

SECRET #7

21

ACTION

ACTIONACTION

action

action

action

ACTION

actionACTION

action

action

action

action

action

actionaction

action

action

action

ACTION

ACtionACTION

actionaction

action

The Business Challenge