In May 2013 our group of the European Centre for the Experience and Transformation Economy had a 2 day masterclass with The Mol program at Roskilde University Centre. The second day I gave a lecture about storytelling.

1. ASTORYABOUTSTORYTELLING
CASE:#BRANDEXPEDITION
masterclassatRoskildeUniversityCentre
EuropeanCentrefortheExperienceand
TransformationEconomy
07/05/2013

2. Martijn Arets
Forget The Box / Brand Expedition, speaker, author, on a
Crowd Expedition, intellectual curiosity, ‘Dutch Entrepreneur
of 2011’, 40 under 40
Utrecht Area, Netherlands | Management Consulting
Current
Forget The Box BV, Crowd Expedition, Brand Expedition Book
BV, Brand Expedition Book Cooperation UA, Brand Expedition
FoundationPrevious
Talent&Pro International Holding, In’tent Experience
Communications, Obsession Event Group, Skyline sound & light
Education European Centre for the Experience Economy, European
Institute of Brand Management (EURIB), Hogeschool InHolland,
Several Courses
Email
martijn@brand-expedition.com
Phone
+31(0)650244596
Address
Utrecht
Twitter
@martijnarets
@crowdexpedition
Websites www.brand-expedition.com
www.crowd-expedition.com
www.expedition-learning.com/forgetthebox (Dutch)

3. NIET!
a story
about

4. “how you can reach
amazing things
when you focus on
sharing a story and
focus on adding
value”

6. CONSLUSION
AND 15LESSONS

7. #1
focus on your DNA, what makes you special?*

8. #2
preserve the core, stimulate progress*
*by Collins & Porris, ‘Built to Last’

9. #3
it is so much easier to tell your own story. be
authentic. be yourself.

10. #4
create moments that are worth spreading.
(and make them easy to share)

11. #5
create ambassadors by sharing your story.*

12. #6
keep it personal. people are not dealing with
companies. people are dealing with other
people.

13. #7
dare to ask. dare to involve.

14. #8
attrack your ambassadors in a creative way
to your organization.*

15. - Priority when you want to
reservate a table.
- 20% discount on their wines
and beers.
- Always the first with an
invitation for 'special events'.
- Tickets for the opening party.
- Your own chair with your name
- for the investor lots of
value, for theentrepreneur minimal
costs
- extra income- leads to amazing
stories (Guinness)

16. #9
focus on adding value (what’s in it for them?)

17. #10
think big, start small.

18. #11
expedition learning.*

19. #12
explore your borders. make mistakes. learn
from them.*

20. #13
think global, act local*

21. #14
don’t be seduced by the hype
(what is new?)

22. #15
innovation does NOT comes from your
customers.*

23. #16
going on expedition is not like going on
holidays

24. #17
nobody wants to join a project that isn’t
succesfull...*

25. #18
forget the box. there is no box. everything is
possible.

26. #19
don’t forget to think by yourself. you’re the
expert. you are in control. no excuses.

27. WHAT DO YOU REALLY HAVE TO LOSE??
DO IT!

28. Email
martijn@brand-expedition.com
Phone
+31(0)650244596
Address
Utrecht
Twitter
@martijnarets
@crowdexpedition
Websites www.brand-expedition.com
www.crowd-expedition.com
www.expedition-learning.com/forgetthebox (Dutch)
have a great journey!