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Narrative & Data IDC 261011
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Explain to a classroom of 7 year olds
Telling Great Stories & Learning to ListenSome Thoughts on Narrative & Data, IDC Oct 2011
People love storiesThey love all kinds of stories simply told
They can take 90 minutes to play
Years to write & months to read
Minutes to sing
They can seem simple, but still be complex
Were just suckers for good narratives with great returns
Great storytellers need to be great listeners
They know their audience coldThey have walked in their shoes
Lived in their homes
Slept in their bedsIn fact, sometimes, they know their audience better than the audience know themselves
Making them capable of magic
You should be able to tell your story to a class of 7 year olds
Pick a field big enough for a never ending story
But remember, stories are not just about communications
Stories live in your product
They live in how you run and analyze your business
Good communications just make sure that things look good and sound their bestSo make your products simple to use
Shoot for no cognitive barriers
Make the value crystal clear
Sell benefits and a big big vision
Something you can grow into with age
Oh, one more thing. make it look sexy
These days the benchmark is real-time
So your product should respond instantly
Speed and reliability are at a premium
Table stakes are easy, quick and free
You should use data to be relevant
30To be personal
To be social
To tell stories beautifully
And in tune with the medium
Be simple Be quick Be relevant
You need to win a place in the box inside peoples head
Trout36
Then let them share your stories
Short morality tale about insight
Chip Wilson in 1998 Vancouver43
407,326113,032
Over 100 stores
Short morality tale about data
Who are you telling the story to?
Investors who write $200m chequesDavid Eiswert. lead portfolio manager of T.Rowe Prices Global Technology Strategy
542% of TV households by region18% in Bay Area
15 mins of streaming per month61% of subscribers
Customers who write $8 chequesDavid Eiswert. lead portfolio manager of T.Rowe Prices Global Technology Strategy
62
Talk less
Listen more
So how do you find a signal in the noise?
If you cant measure it you cant manage it
Where do you tell the story?CustomersHomeTeamSchoolInvestorsMediaEvent
What do you measure?SalesOperationsMarketingFinanceSupport
What drives actions? NPSCohortsFunnelsSingleticsUnit Economics
When do you measure?QuarterlyReal-TimeMonthlyDailyAnnuallyWeekly
What tools & tech? HadoopMultivariantBIPersonalizationAnalytics
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