dvl smith ltd free tips on becoming a corporate storyteller

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DVL Smith’s tips on becoming a Corporate Storyteller

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Page 1: Dvl Smith Ltd   Free Tips On Becoming A Corporate Storyteller

DVL Smith’s tips on becoming a Corporate Storyteller

Page 2: Dvl Smith Ltd   Free Tips On Becoming A Corporate Storyteller

1. Start from the end –what’s the goal?

2. Understand the decision making

audience

3. Review the presentation delivery

scenario

4. Frameworks for integrating individual

elements of the evidence

5. Developing an organising framework

for influencing and making an impact

6. Identifying a storyline structure

7. Developing the killer chart

8. Presentation style

9. Framing the decision choices and

advising the client

10. Handling conflict

The 10 step guide

Page 3: Dvl Smith Ltd   Free Tips On Becoming A Corporate Storyteller

• From the age of 18 Ali said ‘I am thegreatest’

• Not ‘I will be the greatest’

• By focusing on the end objective hecould channel his energies into winning!

Start from the end: Know what you want the outcome to be 1

1•Tailor your presentation to the audience

2•Speak their ‘language’

3•Use big actionable concepts, not jargon or

tedious detail

4•Make your presentation ‘stick’

5•Preparation is key

Key learning points

‘Highly effective people always start at the end’

Steven Covey

Do you have a clear understanding of all the

stakeholders in the study?

Could you write on a post-it note the exact expected

outcome of the study?

Have you mapped out all the likely outcomes of the

study?

Do you know what the audience will be able to do

with insights?

Do you know what outcome the audience

expects from the presentation?

Ask yourself

Page 4: Dvl Smith Ltd   Free Tips On Becoming A Corporate Storyteller

1•Who is in your audience?

2•Why are they at the presentation?

3•Which department do they represent?

4•What are their interests in the presentation?

5•How do they learn or process information?

Understand your audience

Understand the decision-making audience2

Know the 3 learning modes

‘When I want to persuade a man, I spend two thirds of the time thinking about what they want to hear and one third about what I want to say’

Abraham Lincoln

There are three broad communicationmodes by which we process information

Your presentation should seek to appealto all three modes

Try to pick the mode of your audienceand respond in that style

Page 5: Dvl Smith Ltd   Free Tips On Becoming A Corporate Storyteller

• Give as much energy to the ‘goldenhour’ as to the research itself

• Know early on the scenario in whichyou will be presenting

• Ensure your presentation is tailoredto the delivery scenario

Review the presentation delivery scenario3

1•What is the level of formality expected?

2•What technical capabilities are available?

3•What is your relationship with the audience?

4•What timeframe do you have to present in?

5•What is the added value on this project?

Know the delivery scenario

90% of success is explainedby strategic excellence –only 10% of success isexplained by tacticallyretrieving strategicallyflawed approaches.”

Corporate Strategist

Choose the right delivery method

Audio visual Verbal

PowerPoint Flipchart

Intimate

Formal

Hi-Tech Basic

Page 6: Dvl Smith Ltd   Free Tips On Becoming A Corporate Storyteller

• Thinking holistically is a corner stones ofpresenting an evidence-based narrative

• So it is important to analyse the differenttypes of evidence in a holistic way

• Remember quant data be analysedqualitatively, and qual quantitatively!

1•Do you believe this intuitively?

2•Did you expect this finding?

3• Is there other data to support this finding?

4•Could an error have lead to this finding?

5•Does this finding fit in with the real world?

Check all the evidence

“What’s in greatest demandtoday isn’t analysis butsynthesis – seeing the bigpicture and, crossingboundaries, being able tocombine disparate piecesinto an arresting newwhole.”

Daniel H. Pink

Use weight, power and direction

Frameworks for integrating the evidence4

Page 7: Dvl Smith Ltd   Free Tips On Becoming A Corporate Storyteller

• Decision makers love analyticalframeworks

This allows them to quickly makesense of complex data

• So learn to see the world from thedecision-maker viewpoint

Become familiar with a range of different business frameworks

Developing frameworks for making an impact 5

“When forced to work within a strict framework the imagination is taxed

to its utmost and will produce its richest ideas.”

TS Elliott

Credits Debits

Good news

stories

Bad news

stories

Page 8: Dvl Smith Ltd   Free Tips On Becoming A Corporate Storyteller

Stories are how we make sense ofthe world

So don’t present a slow build up ofisolated data

But tell an integrated story in anengaging way

Goodbye to building blocks

“Stories are important cognitive events, for they encapsulate, into one compact package, information, knowledge, context and emotion.”

Don Norman

Hello to an engaging story

Developing a storyline structure6

First let me tell you what the desk research said:

Building block evidence A

Wake up, now it’s time for the qual feedback:

Building block evidence B

You look tired, now for the survey data :

Building block evidence C

Then a pathetically weak link into

Well that’s me done, I guess you could do A or B

1

2

3

Desk

Qual

Quant

The key issues are

The conclusions write themselves!

Page 9: Dvl Smith Ltd   Free Tips On Becoming A Corporate Storyteller

Get your message over in anarrative

Make use of telling quotes andkiller stats

Use concrete practical examplesto make it concrete

Present in three modes

“Perfection is not when there is no more to add, but no more to take away.”

Antoine de Saint-Exupery

Triads are a powerful tool

Developing the killer chart7

Use your three

weapons

Numbers

Use killer stats, and numbers to prove

your point

Words

These are your weapons, use them

wiselyPictures

A picture is worth a 1000 words….

Adds impact

Three is key

Group your points,

sentences, and example in

threes...

This maximises impact of your

message…And is a top

communications tip in any situation!

Page 10: Dvl Smith Ltd   Free Tips On Becoming A Corporate Storyteller

‘‘Once someone has framed the choices,

making the decision is easy.”

Lou Gerstner

Energise those around you with yourcompelling narrative

Involve management and respecttheir feedback

Take personal responsibility formaking things happen

Quick wins when presenting The three golden rules

Perfecting your presentation style8

Always remember

Stay in control

Get ‘lean-in’

Think ‘showtime’

1• Stand stage left

2• Involve the audience

3• Introduce surprises

4• Use stories to gain buy-in

5• Touch the world of the decision makers

Page 11: Dvl Smith Ltd   Free Tips On Becoming A Corporate Storyteller

It’s not enough to stand back and‘throw the data over the wall’

Researchers must frame the choicefor decision makers

And ensure that the appropriateaction is taken

5 steps to ensuring activation A cautionary tale

“The good presenter grabstheir minds at the beginningof the presentation, navigatesthem through all the variousparts, data and ideas, neverletting go; and then depositsthem at the call to action.”

Jerry Weissman

1•Deliver a power evidence based narrative

2•Engage decisions makers with the key findings

3•Analyse the potential impact of the insights

4•Test the theories to destruction

5•Allocate project champions

Framing the choices and ensuring activation 9

• A 19th century medical orderlyobserved disease was airborne

• This theory was ignored because hedid not know how to influence people

• This created a century long wait toarrive at preventative solutions

Page 12: Dvl Smith Ltd   Free Tips On Becoming A Corporate Storyteller

“Dad always told me that in any negotiation, let the

other guy feel he has won. Don’t take the last nickel

from the table”Brian Roberts

Always surface the issue, don’t let theaudience take the conflict with them

Assume benign intent and state theproblem as you see it

Validate their concerns and feelings andaddress the issues rather than the people

5 tips to handling conflict How to handle difficult audiences

Handling conflict10

1• Control your emotion

2• Don’t defend

3• Listen to their point of view

4• Ask for clarification and acknowledge their concerns

5• When emotions are vented, focus on the issues

• Flatter early onEgomaniacs

• Concede point, then destroyPedants

• Say it again in risk avoidance languageWorriers

There are three main types of audiences

Page 13: Dvl Smith Ltd   Free Tips On Becoming A Corporate Storyteller

For more information on:

• Our e-tutorial service for this module

• Attending face-to-face workshops on Corporate Storytelling

• Other skills development modules

www.dvlsmith.com

Quay House, Admirals Way, Marsh Wall, London E14 9XG, UK

Office +44 (0)20 7868 1440 : Mobile +44 (0)7766 753 775 : email: [email protected]

Get in touch