The slides for the participants of the exchange: "Communicate Your Idea: A Practical Workshop"

1. Share #communicateyouridea
Communicate
Your Idea
- A Practical Workshop In Two Parts
Connect @rtrovatten
Session 1: September 30
Produced for Exchang.es
www.exchang.es/e/communication-made-clear

2. About me
Education
Bachelor in Communication, Roskilde University
MA in Digital Media Management, Hyper Island
Diploma Graduate, Strelka Institute
Work
Founder and director, T&P Copenhagen
Advisor, Danish Cultural Minister
Strategist, Danish Composers’ Society
Clients
Google
BBC
The UK Post Office
26 years old
Born in Esbjerg, Denmark
Works here at DI (Third Place & Exchang.es)
Interested in strategy, education & technology

3. My motivation
1 Learn what it means to ‘exchange’
2 Get practical with communication in ‘a Russian context’

4. Common mistakes
Exercise

5. “Woolly minded people write woolly memos, woolly letters and woolly speeches”
David Ogilvy

6. Goals of this exchange
1 We all get better at communicating our ideas
2 We inspire each other and get to know some cool new ideas

7. Quick intro
1 Who are you?
2 What brings you here?

8. Roles and format
We will all be learning and teaching each other
My role will be to facilitate structure
Your role will be to fill in the magic
Today Thursday
Thinking communication Doing communication

9. Why is communication important?
Exercise

10. As a human being,
member of society,
you must clearly
state your mind. It’s
a responsibility. It is
the way you identify
yourself. Otherwise
you don’t know
who you are and
why you are here.
Ai Wei Wei

11. We have to
articulate ourselves.
-
Otherwise we would
be cows on a field.
Werner Herzog

12. So, what’s changing today?
Exercise

13. 70
60
50
40
20
0
1900 2006
Share of
workforce
1910 1920 1930 1940 1950 1960 1970 1980 1990 2000
resource (routine)
service (routine)
production (routine)
creative
30
10
Jobs are changing
Source: Martin Prosperity Institute 2009 *Physical
relabeled production

14. The nature of work is changing
Case: Severe acute respiratory syndrome (SARS)

15. How we communicate is changing

16. The way we filter is changing

17. Group exercise 1
1 Define your objective - what your message is designed to do
2 Define your audience - who you want to have the attention of
-
3 Define your channel - how you plan to get your message to them
4 Define your offer - what you offer and expect from them
Take notes of your conversation, so you can
share your main insights!

18. [W]hat people want today
goes well beyond
technology and design.
They don’t just want four
wheels and a means to
steer, or to be surrounded
by music and information
wherever their eyes and
ears may roam. What
people are looking for now
is a way to reconnect with
their values: to ground how
they can, will, and should
live in the world.
John Maeda

20. Illustration: Undercurrent
Communication is an articulation of your strategy, and how
you see the world

21. Transaction Relationor
New logics

22. Transaction Relationor
$
time
$
time
a product a costumer
New logics

23. Examples of great communication

24. Shell - Platformate (1960)
Produced by Ogilvy
https://www.youtube.com/watch?v=eDgdp599_Gk

25. Apple - 1984 (1983)
Agency: Chiat/Day
https://www.youtube.com/watch?v=R706isyDrqI

26. Apple - Here’s To The Crazy Ones (1997)
Agency: Chiat/Day
https://www.youtube.com/watch?v=8rwsuXHA7RA

27. Who Why How What
Call To
ActionBeliefs Vision Method Offer
Components of great communication

28. Who Why How What
Call To
ActionBeliefs Vision Method Offer
Components of great communication
Apple Shell
Relation Transaction

30. Who Why How What
Call To
ActionBeliefs Vision Method Offer
Components of great communication

32. Group exercise 2
Structure a one minute pitch - How you will communicate your offer
Keep in mind:
Who Why How What
Call To
Action
Beliefs Vision Method Offer

33. Next time
1 Presentations
2 Feed-back
3 Work-sessions
4 Action-planning

34. Share #communicateyouridea
Thanks,
And see you again Thursday!
Connect @rtrovatten / rtrovatten@gmail.com
Session 1: September 30
Produced for Exchang.es
www.exchang.es/e/communication-made-clear