November 27, 2009
Another very good video from Dan Heath about making an anchor + twist.
This method really works well to make a message more concrete. Dan gives the example of linking your product/service/company/ … to a well-known competitor that’s in the same business domain. That is the anchor. It’s also important to add a twist that shows in what way you are different (cheaper, faster, different service, …).
Eg: twitter is a form of mini-blogging (blogging is the anchor and mini is the twist)
November 25, 2009
Nice video from Dan Heath about a good mission statement. Stick to the essence and make it concrete instead of using vague, meaningless words.
November 22, 2009
Last friday I gave a talk about worksimplification. We talked what it is and how it is done.
The second part was about why we could do worksimplification.
I had seen Michael video (link below) a couple of days before and I took the experiment to tell some stories about competition. I used the story of the bear. (Thanks Raf for pointing that one out).
I worked out extremely well. Got great feedback on the storytelling piece.
One of the participants told me, you painted the picture about the two guys been chased by the bear in my head. I will not forget it when I think about competition.
If a story is used well it get people into action and it will be more than entertainment. The story can be a catalist for action.
I think that Michael has a point that humans are hard-wired for storytelling.
Humans are hard-wired for storytelling from Michael Margolis on Vimeo.
October 14, 2009
A good story helps your audience to put off their analytical head.
Nice video about the power of stories.
September 30, 2009
Two adds which use the same tool to grab our attention and to keep it till the end of the message.
Which add is more effective? More effective in getting the message across?
The first one ?
Or the other one?
In my mind the Pepsi is more effective. Both the adds use humor and curiosity. Curiosity is a powerfull tool in keeping our attention. It creates open loops in your mind. Open loops which you want to close.
The Pepsi add uses humor to reinforce the message and it closes the loop in your mind with an image that underlines the message.
September 6, 2009
This urban legend is told by a lot of trainers and consultants. Mehrabian is a professor who is best known for his research on verbal and non-verbal communication. One of his findings is that tone of voice and body language are also important next to his words. In certain situations (communication about feelings and attitude), the influence of the communication is based on 7% words; 38% tone of voice and 55% body language.
This “7%-38%-55% Rule” has been overly interpreted in such a way, that some people claim that in any communication situation, the meaning of a message was being transported mostly by non-verbal cues, not by the meaning of words. And that’s not true. This is a nice example of an urban legend that is still being spread because some principles are very strong: simple (voice and body language are very important); unexpected (words count only for 7%) and credible (because the source is a professor).
Some people have already started a campaign to stop the Mehrabian myth. This movie explains it very well.