1.
FINDING YOUR SINGLE STORY
Goldie Jones & Lindsay Daniels

2.
There is a focus on tackling immediate needs

3.
instead of designing a smart framework.

4.
Talking about what you make

5.
instead of why you make it.

6.
Tendency to talk about your product

7.
rather than talking to your audience.

8.
WHY CHANGE?

9.
CONSISTENCY
smart framework

10.
HACKING THE BRAIN
understanding how we make choices

11.
IMPACT
quantifiable results

12.
WHAT IS A SINGLE STORY?

13.
A single story
is a guiding light for your brand.

14.
A single story
builds an emotional connection with your audience.

15.
A single story
helps your brand utilize the media ecosystem.

16.
FOCUS ON THE “WHY.”

17.
“People don’t buy what you do. They buy why you do it.”
- Simon Sinek
- startwithwhy.com

18.
why
how
what

19.
why
how
what
What you offer and make

20.
why
how
what
Process and factors
that makes your
product unique.

21.
why
how
what
!
What’s your belief?
!
Why does your
organization exist?

22.
why
how
what
Most organizations
communicate from the
Outside > In.

23.
why
how
what
Inspired organizations
communicate from the
Inside > Out.

24.
Focusing on the “why”
builds an emotional connection with your audience.

25.
Focusing on the “why”
increases impact and touch points.

26.
Focusing on the “why”
builds longevity.

27.
APPLE 1997

28.
APPLE 2014

29.
why

30.
WHY YOUR AUDIENCE CARES
+
WHY YOUR COMPANY EXISTS

31.
!
=
YOUR SINGLE STORY

32.
HACKING THE BRAIN
Biology and the Emotional Appeal

33.
What happens in the brain when
you talk about the product.

34.
What happens in the brain when
you talk to your audience.

35.
Creating an emotional connection,
connects to the part of the brain that makes decisions.

36.
Feeling emotions
triggers long term memory.

37.
An emotional reaction
inspires sharing.

38.
PLANNING YOUR ECOSYSTEM

39.
emotional connection
Media channels with largest outreach.

40.
developing relationship
Secondary media channels

41.
Your own website product

42.
BRANDS AS CONVERSATIONS

43.
YOU
!
!
YOUR AUDIENCE

44.
YOU
!
!
YOUR AUDIENCE

45.
STORIES WORTH SHARING

46.
UNDER ARMOUR
Women

47.
STORY
Under Armour women believes in the power of
determination and believing in yourself.
!

48.
RESULTS
YouTube
6,350,524
!
Sales Increased 34%

49.
VIRGIN AMERICA
Safety Video

50.
RESULTS
YouTube
9,960,860
!

51.
ALWAYS

52.
STORY
Always used to be a story that no one
wanted to hear or talk about.
!
Now, it’s a story about girls being
strong, confident and determined.
!

53.
RESULTS
48,500,000 YouTube Hits
!
Increased Brand Awareness
!
Larger Social Conversation
!

54.
DON’T JUST TELL THEM A STORY,
GIVE THEM A STORY TO TELL.