Posts Tagged ‘story skills’
How Good Is Your Story?
A good story changes how we think. A great story changes how we feel and what we do.
Read MoreWithout You
If I were to ask you to explain your company’s ‘value proposition’ you’d probably hesitate. But if I asked you what your customer would miss if your work didn’t exist, you’d likely have some thoughtful answers about why she needs what you make, serve or sell. Sometimes the language and frames we use stop us…
Read MoreWhat’s At Stake For Your Customer?
We often use customer insights to inform product and service development. Throughout the process, our goal is always to empathise with the customer. But sometimes the language we use stops us from achieving that goal. For example, it’s harder to imagine a particular person with a problem by making a list of customer ‘pain points’,…
Read MorePitch Perfect
The two falafel makers at the weekend market sell an almost identical product but achieve very different levels of success. The marketing tactics they use are similar. Make eye contact with potential customers, offer them a small sample to try and use the time they’re chewing to launch into your sales pitch. The first maker…
Read MoreThe Brand Awareness Conundrum
Every few months another new restaurant on Bourke Street closes its doors for the last time. Sometimes it’s like watching a car crash happening in slow motion right in front of your eyes. The events leading up to the closure follow a familiar pattern. There’s the launch day fanfare, accompanied by balloons, the menu reveal…
Read MoreWhy Do Customers Choose You?
What are the top three reasons customers choose you? What story are you giving those customers to tell—not just to recommend you, but to trust and value, prefer and remain loyal to you or your company? You can make assumptions and best guesses about what’s motivating the people you serve, or you can ask for…
Read MoreHow To Tell A Story Using The Story Scaffold
There’s no question that stories are the best way to engage and persuade people. We have good scientific evidence to prove it. According to neuroeconomist, Professor Paul Zak, ‘Narratives that cause us to pay attention and also involve us emotionally are the stories that move us to action.’ It’s our very makeup, our physiology, that…
Read MoreSignalling
According to the Collins English Dictionary, a signal ‘is a gesture, sound, or action which is intended to give a particular message to the person who sees or hears it.’ We are sending signals to our clients and customers whenever they come into contact with our business or brand—even when we’re not face-to-face. Words, images,…
Read MoreWhat The Best Communicators Do
Professor Daniel Kahneman has spent a lifetime researching why and how humans make decisions. His decades of work focused on the two ways we think and decide using one of two modes of thought, System 1 and System 2. System 1 makes fast, instinctive and emotional judgements and System 2 operates at a slower more…
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