Corporate Storytelling: The Nouvelle Cuisine of Business Presentations

Corporate Storytelling
the nouvelle cuisine of business presentations

Marc Jadoul
February 2nd, 2012.

All rights reserved © 2012 M. Jadoul 1

Nouvelle Cuisine
• Rejection of excessive
complication.
• Fresh ingredients, natural flavors.
• Smaller portions.
• No heavy sauces.
• Focus on composition and
presentation.
• New combinations and pairings.
• Attention to dietary needs.
• New techniques and equipment.
http://en.wikipedia.org/wiki/Nouvelle_cuisine


Last week,
you could have
watched over
210 hours
of cooking
programs on
Flemish TV
channels...


Bad PowerPoint
presentations
cost companies
$252 million
a day in
wasted time.

http://www.thinkoutsidetheslide.com/articles/wasting_250M_bad_ppt.htm


http://www.youtube.com/watch?v=KbSPPFYxx3o


http://video.forbes.com/fvn/meetings-09/present-like-steve-jobs


The Rise of the
Corporate Storyteller
Even though millions of us are now content producers in some form
or another, the reality is there's still chasm when it comes to quality.
There's art and there's junk. Audiences want art.
To stand out today it's critical that businesses create content.
Activating your cadre of internal subject matter experts is the surest
path to visibility.
The reality is, however, that organizations need to do more than just
unleash their subject matter experts en masse. They need to activate
them in multiple channels at once and equip them in how to create a
compelling narrative—an emerging set of skills called Transmedia
Storytelling.
Transmedia storytelling is the future of marketing. And those who can
span across formats and share their expertise will stand out in an age
of Digital Relativity.
Steve Rubel, October 2010


The average business presentation
has 25% less slides than 3 years ago.

Less time for More time for
monologue dialogue
http://www.slideshare.net/rashmi/slideshare-zeitgeist-2011


You’ll probably
present less than
20% of all the
information you
have in mind


Nobody cares about your products
(except you).


People will forget your words,
people will forget your slides,
but they will never forget
how you made them feel.

http://www.youtube.com/watch?v=jv98mKgWpZ0


The left and the right brain

Function Design
Argument Story
Focus Symphony
Logic Empathy
Seriousness Play
Accumulation Meaning

Daniel Pink, “A Whole New Mind”


Aristotle’s ancient
art of rhetoric
Credibility
• Trustworthiness
or reputation
• Tone/style
Ethos

• Emotional or • Reasoning or
imaginative argumentation
impact Pathos Logos • Facts, figures,
• Stories case studies
Emotion Logic
http://sixminutes.dlugan.com/ethos-pathos-logos/


A good storyline

A ttention
I nterest
D esire
( E vidence )

A ction

http://www.youtube.com/watch?v=Ql9lnv9PXzk
http://www.twistandshout.co.uk/latest/index.php/portfolio/campaign/alcatel-the-convergence-factor


http://www.slideshare.net/mjadoul/why-do-handpicked-cherries-2009 http://www.slideshare.net/mjadoul/20020612-von-helsinki-presentation

Uggly duckling

http://www.slideshare.net/mjadoul/20050523-von-stockholm-presentation


A good storyteller

P assion
A uthority
T rustworthiness
H umility

There are always three speeches
for every one you actually gave.
The one you practiced, the one you
gave, and the one you wish you gave.
Dale Carnegy


The KISS principle

K eep
It
S imple,
S tupid
http://en.wikipedia.org/wiki/KISS_principle


Even for engineers

http://natgeotv.com/uk/engineering-connections
http://www.youtube.com/watch?v=tyluS4TZKhQ


Never underestimate
your audience


Use personalized examples


For each member or the audience,
you actually have two listeners.
There’s the
physical person
you see in front
of you and there’s
also a second
listener known as
“the little voice in
the head”.
Steve Denning


Satisfying your audience

W hat’s
In
It
F or
M e?

Audience power map
Expert
Influencer Decider

Go through the Get all elements for
detail and score making a decision
Authority/
expertise
Spectator Controller

Get through Get confidence
the day and trust

Layman
Low Decision power High


Your audience
may be spending
valuable time and
money to attend
your presentation.

Don’t waste it!


Guy Kawasaki’s 10-20-30 rule

10 slides

20 minutes

30 point fonts

http://blog.guykawasaki.com/2005/12/the_102030_rule.html


Most people decide within the first
8 seconds of a presentation whether
the speaker is worth listening to.

Good morning... I am so glad
that I got the opportunity to speak
here this morning... Thank you...
It’s really a pleasure to be here
today, blah, blah, ...


The average attention
span of an adult is
18 minutes.
Keep your talk short
or make sure that the
first minutes include
any material that you
want your audience
to remember.

http://bodylanguagelady.blogspot.com/2009/12/
attention-span-grabbing-your-audiance.html


Listen very carefully
(I shall say this only once…)


Train Rickshaw

Tram Lexus IS300

Taxi TMB

Tent Bicycle


If information is
presented orally,
people remember
about 10% of
the content 72
hours later.

That figure goes up to 65%
if you add a picture.

John Medina (2008), “Brain Rules”


Only 7% of a message is conveyed
by actual words or content. 38%
is transmitted by tone of voice and
volume of speech. The other 55% is
delivered through non-verbal means.
Albert Mehrabian (1981), “Silent Messages”


Penguins can be cute, but
they're not good presenters.


Your brain interprets every
letter as a picture so wordy
slides literally choke your brain.


Do not overload your presentation
with visuals - they should underline
something in your presentation, and
not overshadow you, the speaker.


http://www.presentationzen.com/presentationzen/2007/09/steve-bill-redu.html


Great speakers may use poor visuals …

… or even no slides at all …

Gary Vaynerchuk


… although real good visuals
don’t need (m)any words.


(42 slides with techniques,
tips & tricks deleted)
Message

Your
Your story
preparation

YOU
Audience Your Delivery
presentation


Summary

A good story is like a well-plated dish.
It follows a recipe with
a few ingredients that
all blend together.
The result is a
creation that keeps
the audience asking
for more.


The nouvelle cuisine of
business presentations
Focus & Simplicity.
Less slides, More story.
Time for dialogue.
New presentation techniques.
Images & Multimedia.
Value instead of Product.
Dynamic & Personalized.


Whatever food you’re going to serve…
Never lose the passion for cooking!


Download this presentation
from

http://www.slideshare.net/mjadoul/nouvelle-cuisine-2012


Recommended reading
(some of the sources I have tapped)


Thank You!
(and enjoy your meal…)

marc.jadoul@alcatel-lucent.com

http://www.linkedin.com/in/mjadoul
http://www.slideshare.net/mjadoul


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