There is never too much story.
Objective of Keynote:
Empower audience with new tools on how to use story in their context.
Key Learnings (see 8 Points below)
Stories are how we learn, remember, communicate. Stories infuse emotion into sometimes dry material making content memorable. It’s something of a corporate cultural meme these days to invoke story. It’s being used to tell a brand’s story, to convey particular messages to consumers, in design, market research, and it’s being used to pitch new concepts. It’s even being used to explain innovation frameworks — like Gregg Fraley’s business novel about creative problem solving, Jack’s Notebook. Use of story is hardly ever wrong — and nearly always helpful.
This talk provides an 8 Point Story Primer to build your capacity to use story — in your context:
- Ask yourself what’s the story being told?
- What’s the beginning, middle, end?
- Who’s the hero? Who’s the villain? Who’s the narrator?
- What is the climax or payoff, and where is it in the arc of the story?
- What’s the emotional string being pulled? Does your story use enough, or too much, emotion?
- What is the story being heard? Hint: If you don’t know — ask.
- What’s the story you want to communicate? How can you revise your story to boost it’s memorability and clarity?
- Tell the story again and again — you’ll learn how it’s working as you see and feel the response.
The power of story is nothing new. What might be new is the use of story to understand “what’s going on” in a business context. This keynote breaks down story into components and gives the audience a thinking (and visual) tool to help them either sort out a story, or, form a new one.
Audiences leave this talk with a new perspective on story and useful tools to help them leverage its power.