Apéro and Creative Talk
The
Stories Secrets Scrutiny behind your brand
How do you tell a story that matters? Leslie Boctor CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 1
1
The journey of your idea
2 Finding common ground 3 Filling in the gaps CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 2
1
The journey of your idea CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 3
1 | The journey of your idea A change in thinking and being
Move from…
Move to…
Current perspective
New perspective
Current behaviour
New behaviour
CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 4
1 | The journey of your idea A change in thinking and being
Move from…
Move to…
Risky
Secure
Being solo
Being a partner
Uninformed
Informed
Confusion
Clarity
Skeptic
Advocate
CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 5
1 | The journey of your idea
Your idea
Take your idea on a journey.
Destination
CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 6
1 | The journey of your idea Aristotle’s story plan
Beginning Middle
Meet the hero See the setting Learn the context
Obstacle Challenge Tension Conflict
End
Resolution Transformation
CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 7
1 | The journey of your idea A Christmas Carol: Scrooge’s journey to transformation Beginning Middle
Ebenezer scrooge refuses Christmas
Miserable
Ghost of Christmas Past reconnects him to childhood feelings
Ghost of Christmas Present tells him to be charitable to the poor
End
Ghost of Christmas Future shows Scrooge his final days
Scrooge sees the world in a new way
Generous
CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 8
2 Finding common ground CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 9
2 | Finding common ground Find common ground with your clients.
CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 10
2 | Finding common ground Who is this person really? Motivation
Desire
Lifestyle
Influence
Knowledge
Values Respect
CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 11
2 | Finding common ground What is the passion that drives the business?
Food is life Value for money Greens are life-giving Plenty of food choices
Client
Good food means the world to us and we want to share it generously
What do they want to achieve?
Food choices are all the same Struggle with work life balance Looking for a bargain Time is a premium Sophisticated tastes
Customer CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 12
2 | Finding common ground Why do you do what you do? Why have you succeeded?
How a sandwich looks: Detail matters “Honest” food that speaks for itself
Client
What do you want to achieve?
Every bite matters
Image is important Shoes matter
Customer CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 13
2 | Finding common ground What is the passion that drives the business?
Consistency, reliable Making a mark on the city
Client
What matters to you?
Climbing the corporate ladder Everyday we strive to “Wow” the boss make healthy More time to take care of and creative themselves food
Customer CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 14
2 | Finding common ground What does your business really offer?
Convenience Inspiration to be healthy
Client
We believe salad belongs on every plate
What motivates you?
Wants to eat nutritiously Being in shape
Customer CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 15
2 | Finding common ground
Consistency, reliable Convenience
Food is life
Value for money How a sandwich looks: Detail matters
Good food means the world to us and we want to share it generously Every bite matters
Inspiration to be healthy Try to be better everyday Greens are life-giving Making a mark on the city
Largest catering chain in Canada
Client
Climbing the corporate ladder Wants to eat nutritiously Struggle with work life balance Image is important
Everyday we strive to make healthy and creative food
Honest food that speaks for itself Plenty of food choices
Food choices are all the same
Shoes matter
Looking for a bargain
Time is a premium
“Wow” the boss
Being in shape We believe salad belongs on every plate
More time to take care of themselves Sophisticated tastes
Customer CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 16
2 | Finding common ground
CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 17
3 Filling in the gaps CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 18
3 | Filling in the gaps: what content should we use? Map out the contrast and countour of your story.
CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 19
3 | Filling in the gaps: what content should we use?
Aristotle’s Ethos Pathos Logos CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 20
3 | Filling in the gaps: what content should we use? Analytical Stats and metrics
Study evidence
Charts and diagrams
Process map
Case study
CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 21
3 | Filling in the gaps: what content should we use? Analytical Study evidence
Stats and metrics
Personal story
Charts and diagrams
Rhetoric or shocking stats
Process map
Sensory detail
Case study
Metaphor analogy
Emotional CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 22
3 | Filling in the gaps: what content should we use? Analytical Study evidence
Stats and metrics
Charts and diagrams
Process map
Case study
Your story
Personal story
Rhetoric or shocking stats
Sensory detail
Metaphor analogy
Emotional CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 23
3 | Fill in the gaps: be repeatable
Two thousand years ago the proudest boast was “civis Romanus sum”. Today, in the world of freedom, the proudest boast is
Ich bin ein Berliner!
CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 24
3 | Fill in the gaps: be repeatable All free men, wherever they may live, are citizens of Berlin, and therefore, as a free man, I take pride in the words
Ich bin ein Berliner!
CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 25
3 | Fill in the gaps: be repeatable
“That’s one small step for a man, one giant leap for mankind.” Neil Armstrong
CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 26
3 | Fill in the gaps: be repeatable
Yes we can! CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 27
3 | Fill in the gaps: be brief and kill your darlings
CREATIVE TALK – STORIES, SECRETS, SCRUTINY | PAGE 28