Telling Great Stories & Learning to Listen
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Narrative & Data IDC 261011
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Telling Great Stories & Learning to Listen
- 1. Telling Great Stories & Learning to Listen Some Thoughts on Narrative & Data, IDC Oct 2011
- 3. They love all kinds of stories simply told They can take 90 minutes to play
- 4. Years to write & months to read
- 6. They can seem simple, but still be complex
- 7. We’re just suckers for good narratives with great returns
- 8. Great storytellers need to be great listeners
- 9. They know their audience cold
- 10. They have walked in their shoes
- 11. Lived in their homes
- 12. Slept in their beds
- 13. In fact, sometimes, they know their audience better than the audience know themselves
- 14. Making them capable of magic
- 15. You should be able to tell your story to a class of 7 year olds
- 16. Pick a field big enough for a never ending story
- 17. But remember, stories are not just about communications
- 18. Stories live in your product They live in how you run and analyze your business
- 19. Good communications just make sure that things look good and sound their best
- 20. So make your products simple to use
- 21. Shoot for no cognitive barriers
- 22. Make the value crystal clear
- 23. Sell benefits and a big big vision
- 24. Something you can grow into with age
- 25. Oh, one more thing…. make it look sexy
- 26. These days the benchmark is real-time
- 27. So your product should respond instantly
- 28. Speed and reliability are at a premium
- 29. Table stakes are easy, quick and free
- 30. You should use data to be relevant
- 31. To be personal
- 32. To be social
- 33. To tell stories beautifully
- 34. And in tune with the medium
- 35. Be simple Be quick Be relevant
- 36. You need to win a place in the box inside people’s head
- 37. Then let them share your stories
- 42. Short morality tale about insight
- 48. 407,326 113,032 Over 100 stores
- 49. Short morality tale about data
- 50. Who are you telling the story to?
- 54. Investors who write $200m cheques
- 55. 2% of TV households by region
- 56. 18% in Bay Area
- 58. 15 mins of streaming per month
- 62. Customers who write $8 cheques
- 68. Talk less
- 69. Listen more
- 70. So how do you find a signal in the noise?
- 71. “If you can’t measure it you can’t manage it”
- 74. Where do you tell the story? Media Customers Team Investors Home School Event
- 76. What do you measure? Sales Marketing Support Operations Finance
- 78. What drives actions? NPS Funnels Unit Economics Cohorts Singletics
- 80. When do you measure? Real-Time Daily Weekly Monthly Quarterly Annually
- 82. What tools & tech? Hadoop BI Analytics Multivariant Personalization
Notes de l'éditeur
- Trout
- Chip Wilson in 1998 Vancouver
- David Eiswert. lead portfolio manager of T.Rowe Price’s Global Technology Strategy
- David Eiswert. lead portfolio manager of T.Rowe Price’s Global Technology Strategy