Part 2

1. Communicate effectively
in imagery, SECRET
#4
not just words.
12

2. We use 5-6 metaphors per minute.
3. Find x x 3 cm
4 cm
13

3. 3. Find x x 3 cm
4 cm
14

4. Facts can be presented differently depending on the metaphor you
choose.
“Tax Cuts”
“Tax Relief”
15

5. Case Study:
De Beer’s Diamond
Jewelry
16

6. Communicate effectively
in metaphors, SECRET
#5
not just words.
17

7. What motivates people to donate?
21 Million hungry Africans or Rokia ( a 7 year old from Mali )
Medicine to save
or Medicine to save Rokia
1 million of children
Medicine to save 2 children or Medicine to save 1 child
18

8. Communicate effectively in
stories, SECRET
#6
not just words.
19

9. REAMTOITOINOANLAL
Insights come from interaction
between
the rational and the emotional
20

10. Great insights are born
out of the tension between SECRET
the rational and irrational. #7
21

11. ACTION
action
action
action
ACTION action
ACTION
action action
ACTION
action action action
ACTION Challenge
action
action
ACTION
The Business
action
ACTION action
ACtion
action
action
action
action