Why do the video presentations of Steve Jobs get thousands of views? How is it that organizations like Google or Lego manage to project a consistent image? Simple: through storytelling. Whoever succeeds in telling compelling stories, causes the vision and mission of their organization to lingers in the minds of the audience. The stories that organizations shine light on make the brand tangible. A good storyteller takes his audience on a journey, and leave them being inspired and motivated. But how do you translate that into concrete presentations, pitches or strategies? Kristien Vermoesen brings you the tips and tricks of storytelling. How do you view your company? And how do you build a presentation so your entire message comes across clearly, interestingly and accurately. Storytelling is an almost indispensable tool in the modern business context. What can we learn from the storytelling of other organizations? Good campaigns on YouTube or even Snapchat? And what is there to learn from Martin Luther King?

2. THAT WAS MY STORY

3. STORYTELLING:
4 THINGS YOU NEED TO
KNOW
LEUVEN MINDGATE
21.03.2017

4. FOUNDER FINN &
MUSTR
AMBASSADOR
FEMALE
ENTREPRENEUR-
SHIP
WHO AM I?

5. CLIENTS

6. START WITH THE VISION
#1

7. ELON MUSK – A MAN WITH VISION(S)

9. “So, in short, the master plan is:
• Build sports car
• Use that money to build an affordable car
• Use that money to build an even more affordable car
While doing above, also provide zero emission electric power generation options.
Don't tell anyone.”
ELON MUSK, 02.08.2006

10. SPACE X

11. Because you need to be able to explain very clearly to your stakeholders what
your company wants to achieve and why. The answer: “we just want to make
money” is generally not good enough (unless you launch a hedge fund).
A mission allows you to talk about all the great things that you will do in the
future, and allows you to explain how fast you are advancing towards that goal. A
mission is also a lot more exciting than talking about products, services or
features.
WHY DO I NEED A VISION/MISSION AND VALUES?

12. OH YES, BUT THAT’S ELON MUSK

13. TAKE A LOOK AT THIS COMPANY (2011)

14. AND THIS ONE (2016)

15. VISION ATLAS COPCO:
‘THERE IS ALWAYS A BETTER WAY’

16. THE DIFFERENCE?
PROACTIVE COMMUNICATION WITH
 A VISION
 LOTS OF STORIES

17. BEFORE WE CONTINUE, HERE IS
SOMETHING YOU NEED TO KNOW
ABOUT INFLUENCE
#2

18. HOW PEOPLE THINK INFLUENCE WORKS

19. HOW INFLUENCE ACTUALLY WORKS

20. HOW INFLUENCE ACTUALLY WORKS

21. HOW INFLUENCE ACTUALLY WORKS

22. HOW INFLUENCE ACTUALLY WORKS

23. HOW INFLUENCE ACTUALLY WORKS

24. HOW INFLUENCE ACTUALLY WORKS

25. HOW INFLUENCE ACTUALLY WORKS

26. HOW INFLUENCE ACTUALLY WORKS

27. HOW INFLUENCE ACTUALLY WORKS

28. VIRALITY OF INFORMATION IN A NETWORK:
Q(I)XQ(R)=V
QUALITY OF YOUR RELATIONSHIP (R)
QUALITY OF YOUR INFORMATION (I)

29. BE INTERESTING: PICK A JOURNALIST’S
MIND
#3

30. HOW JOURNALISTS (AND READERS) THINK

32. NEWNESS // CREATING NEWS

34. UNUSUALNESS

36. HUMAN INTEREST

38. TIMELINESS

40. PROMINENCE

42. HYPE // (CREATING) SIGNIFICANCE

44. PROXIMITY

46. CONFLICT

47. LET’S TRY!

48. WHAT MAKES THIS INTERESTING?

49. WHAT MAKES THIS INTERESTING?

50. WHAT MAKES THIS INTERESTING?

51. WHAT MAKES THIS INTERESTING?

52. WHAT MAKES THIS INTERESTING?

53. WHAT MAKES THIS INTERESTING?

54. CATCH WAVES

55. EXAMPLE

56. BEWARE OF PANCAKES
#4

57. WHEN YOU START WRITING: BEWARE OF PANCAKES

58. YOU MIGHT GET THIS:

59. USE GOOGLE SCHOLAR ALERTS
READ VERTICAL MEDIA
FOLLOW INFLUENCERS ON SOCIAL MEDIA
RESEARCH

60. BEFORE YOU
START: THINK
ABOUT YOUR
ANGLE
ANGLE

61. SURPRISE

62. “IT HAS LONG BEEN THOUGHT THAT A THEORIST
IS CONSIDERED GREAT BECAUSE HIS THEORIES
ARE TRUE, BUT THIS IS FALSE. A THEORIST IS
CONSIDERED GREAT, NOT BECAUSE HIS
THEORIES ARE TRUE, BUT BECAUSE THEY ARE
INTERESTING” – MURRAY DAVIS
SURPRISE

63. What seems good, is actually bad
What seems local, is actually global
What seems individual, is actually universal
What seems a success, is actually a failure
-> contradictions & paradox work
-> stay away from ‘idées reçues’
SURPRISE

65. USE MINDMAPPING

66. DON’T SHY AWAY FROM EMOTIONS

67. THINK ABOUT AN EMOTIONAL OUTLINE!

68. A FEW PROTOTYPES
FROM THE PREACHER’S HANDBOOK

69. "THIS PROCESS OF CLASSIFICATION HAS A
SURE INTEREST BECAUSE IT HAS DEEP ROOTS IN
THE NATURE OF THE MIND, AS DEVELOPED
THROUGHOUT HISTORY."
THE CLASSIFICATION

71. “THE SKYROCKET BEGINS ON THE GROUND,
RISES TO A HEIGHT, THEN BREAKS INTO PIECES
AND COMES DOWN TO EARTH AGAIN, OFTEN
IN RED, WHITE AND BLUE STARS.”
THE SKYROCKET

72. THE SKYROCKET

73. “THE CHASE IS ABOUT GETTING AN AUDIENCE
TO EXPLORE A PROBLEM AND PURSUE A
SOLUTION RATHER THAN MERELY
ANNOUNCING THE RESULT TO THEM.”
THE CHASE

74. THE CHASE

75. BUT: DON’T FORGET

76. IT ALL STARTS WITH THE VISION
BUT: DON’T FORGET

77. NOW IT’S YOUR TURN!

78.  WRITE DOWN THE VISION OF YOUR
ORGANISATION
 USE THE STORYMODEL TO FIND 3
INTERESTING STORIES THAT TRANSLATE THIS
VISION
 FIND AN ANGLE FOR THESE STORIES
 FIND A ‘FORM’ TO TELL THOSE STORIES
4 QUESTIONS

79. PING ME!
DID YOU LIKE OUR PRESENTATION? DON’T THANK ME – SAY
SOMETHING NICE ABOUT IT AND PAY IT FORWARD.
KRISTIEN VERMOESEN
CO-FOUNDER FINN
TWITTER: @KRIS10VERMOESEN
SKYPE: KRISTIEN.VERMOESEN
KRISTIEN.VERMOESEN@FINNPR.COM
QUESTIONS? COMMENTS? FEEDBACK?