Published on March 12, 2014
ideate!Create and develop world-changing ideas
you’ve been given the opportunity to present your idea to the world. So... http://www.ﬂickr.com/photos/cristian_roberti/5643676602/sizes/o/in/photostream/
--your idea will either live or die. This is your chance http://www.ﬂickr.com/photos/mrzeon/4457645467/sizes/o/in/photostream/
create content that propels your idea into the hearts and minds of your audience... How do you? http://www.ﬂickr.com/photos/98377785@N07/9506623548/sizes/k/in/photostream/
And change their world? http://www.ﬂickr.com/photos/gsfc/4866242774/sizes/l/in/photostream/
Network designed by Brennan Novak from The Noun Project This is a guide to Developing
Network designed by Brennan Novak from The Noun Project Changing World
presenting ideas is a process
Content Development B e generate ideas reﬁne idea structure the content
Visual Design storyboard visuals design visuals Idea Idea Idea execution revision execution revision execution revision evidence evidence evidence Color Picker designed by Kenneth Appiah from The Noun ProjectCollage designed by Jill Allyn Peterson from The Noun ProjectType Design designed by Andrew J. Young from The Noun Project
Delivery & Execution Portrait designed by Joris Hoogendoorn from The Noun Project Spotlight designed by Olyn LeRoy from The Noun Project determine delivery mode rehearse & practice deliver & engage
to ideateFirst, generate good ideas
Diagram based on one found in the HBR Guide to Persuasive Presentations by Nancy Duarte generatevia divergent and convergent thinking
Idea Collection Idea Creation Convergent thinking; collect information from every source possible. Divergent thinking; invent new ideas, take risks, be gutsy. Daydreaming designed by Lorie Shaull from The Noun ProjectEducation designed by Pete Fecteau from The Noun Project
“When panning for gold, prospectors scoop up a pan full of dirt...never knowing which pan full of dirt will yield a great nugget.” Gold designed by Benjamin Orlovski from The Noun Project Nancy Duarte, Resonate
Your ideal topic... Your knowledge Audience’s interests Your passion
Your nowledge Audience’s interests Your passion Why does this matter?
Without audience, an idea is hollow. p://www.ﬂickr.com/photos/ajourneyroundmyskull/3971137460/sizes/o/in/photostream/
Refineget to the core of your message
superﬂuous or tangential elements. Chip and Dan Heath, Made to Stick http://commons.wikimedia.org/wiki/File:Jordens_inre.svg To get to the core, we must weed out
http://commons.wikimedia.org/wiki/File:Jordens_inre.svg The Core is...
your point of view articulate what you want your audience to believe
so what? ?Thinking designed by James Fenton from The Noun Project why it should matter to your audience
One complete sentence
to ideateUnderstand what persuasion means
“In making a speech one must study three points: ﬁrst, the means of producing persuasion; second, the language; third the proper arrangement of the various parts of the speech. Aristotle
Analytical (head) Logic and analysis Reasoning and rationality Emotional (heart) Passion and feelings Sentimentality and sincerity Emotional (gut) Humor and instinct Impulse and spontaneity Emotional (groin) Passion and sexuality Power and universality Man designed by trasnik from The Noun Project Source: Nancy Duarte, Resonate
Your idea is the The USS Enterprise Imagine z
qKirk emotional eﬀect of speaker’s words z aspeaker’s credibility, ethical speaking BonesSpock arrangement, evidence, and logic w Head, heart, and gut all work together
to ideateApply SUCCESs to developing strong content
Simple Unexpected Concrete Credible Emotional Stories
SIMPLE ideas help audiences decide Make it stick (Heath, C. and Heath, D.)
avoid analysis Paralysis http://www.ﬂickr.com/photos/indrarado/1862859720/sizes/o/in/photostream/ http://www.ﬂickr.com/photos/mroach/5196150893/sizes/o/in/photostream/
“In tough times, we'll see problems everywhere, and "analysis paralysis" will often kick in....to make progress on a change, we need to provide crystal- clear direction--show people where to go, how to act, what destination to pursue. chip and Dan heath On analysis paralysis
Keep your big idea simple http://www.ﬂickr.com/photos/pinksherbet/2775866800/sizes/l/in/photostream/
SIMPLIFY logic and arrangement to clarify your idea (Heath, C. and Heath, D.)Make it stick
organizeTo motivate the audience to action
What is What could be New Bliss Call to Adventure Call to ActionThe gap between what is and what could be shows the audience how diﬀerent the world can be with your idea in place. Clearly deﬁne what you want your audience to do and how they should do it. The world without your idea The world with your idea The world with your idea actualized Source | Resonate: Present Visual Stories That Transform Audiences, Nancy Duarte, John Wiley & Sons, Inc. To motivate, use Nancy Duarte’s SPARKLINE
“All good presentations...convey and resolve some kind of conflict or imbalance. The sense of discord is what makes audiences care enough to get on board. Nancy Duarte On conflict & contrast
Open with PUNCH Personal, Unexpected, Novel, Challenging. Humorous (Reynolds 2011) Establish NEED Highlight a problem for the audience. Provide a SOLUTION Present your big idea as the solution. Help them VISUALIZE What will happen with this idea in action? What will happen without it? Move them to ACTION Motivate the audience to act. yes To motivate, use Monroe’s motivated sequence
Simple Data concretizes your idea
Duarte on great data
75% 25% Users with no privacy settings Users with privacy settings point the audience to the conclusion Privacy on Facebook Source: Brian Honigman, Huﬃngton Post
highlight what’s important 0 22500 45000 67500 90000 Number of posts in 30 days Brazil Egypt USA Turkey Spain Source: Brian Honigman, Huﬃngton Post
25%of Facebook users have no privacy settings. http://www.ﬂickr.com/photos/striatic/244608912/sizes/l/in/photostream/ use data in the right way
“...you don't need to embrace simplicity just so your people can comprehend your message. The point of simplicity is more fundamental: Simplicity allows people to act. chip and Dan heath On Simplicity
THE UNEXPECTED cannot be ignored Make it stick (Heath, C. and Heath, D.)
“a mental codiﬁcation of experience that includes a particular organized way of perceiving cognitively and responding to a complex situation or set of stimuli. Schema
What we think based on experience
“Our schemas are like guessing machines. Schemas help us predict what will happen and, consequently, how we should make decisions. chip and Dan heath On schemas
schema Interruption http://www.ﬂickr.com/photos/tim-rt-photography/8676540682/sizes/k/in/photostream/ gets attention
“Surprise jolts us to attention. Surprise is triggered when our schemas fail, and it prepares us to understand why the failure occurred. chip and Dan heath On surprise
CONCRETE ideas create mental “hooks” (Heath, C. and Heath, D.)Make it stick
Velcro theory of memory http://www.ﬂickr.com/photos/yuichirock/7156560374/sizes/l/in/photostream/ http://www.ﬂickr.com/photos/megyarsh/2578492912/sizes/l/in/photostream/
Your idea http://www.ﬂickr.com/photos/yuichirock/7156560374/sizes/l/in/photostream/
Your audience’s brain http://www.ﬂickr.com/photos/yuichirock/7156560374/sizes/l/in/photostream/ http://www.ﬂickr.com/photos/megyarsh/2578492912/sizes/l/in/photostream/
http://www.ﬂickr.com/photos/derekgavey/6020501642/sizes/o/in/photostream/ Your brain hosts a truly staggering number of loops. The more hooks an idea has, the better it will cling to memory. chip and Dan heath
CREDIBILITY is what prepares one to be persuaded (Heath, C. and Heath, D.)Make it stick
Huzzah Vintage "Since rhetoric is concerned with making a judgment, it is necessary... [for the speaker] to construct a view of himself as a certain kind of person and to prepare the judge."--Aristotle
http://www.ﬂickr.com/photos/boltron/3212284622/sizes/l/in/photostream/ http://www.ﬂickr.com/photos/eschipul/2256923368/sizes/l/in/photostream/ Authority Case Studies http://www.ﬂickr.com/photos/dsevilla/1910384749/http://www.ﬂickr.com/photos/hamed/512309138/sizes/l/in/photostream//l/in/ Media Statistics External Credibility
http://www.ﬂickr.com/photos/soldiersmediacenter/397629064/sizes/o/in/photostream/ http://www.ﬂickr.com/photos/chantelbeam/5496023509/sizes/l/in/photostream/ http://www.ﬂickr.com/photos/unconstructive_bry/2458352654/sizes/l/in/photostream/ http://www.ﬂickr.com/photos/chantelbeam/5496023509/sizes/l/in/photostream/ Personal Experience Common Ground Demeanor & Attire Reputation internal Credibility
EMOTION is the seat of decision making (Heath, C. and Heath, D.)Make it stick
http://www.ﬂickr.com/photos/doscronopios/5459170197/sizes/o/in/photostream/ “The Empathic Civilization” Jeremy Rifkin, RSAnimates
Empathy is key http://www.ﬂickr.com/photos/amandasphotographs/2905142283/sizes/o/in/photostream/ to emotional connection
“...it's from this more emotional region that hunches, hypotheses, and passions are generated--big ideas need those too.” (Nancy Duarte, Resonate)
STORIES contextualize and realize your idea (Heath, C. and Heath, D.)Make it stick
Great stories have Structure EXPOSITION Rising Action CLIMAX Falling Action DENOUEMENT (Duarte, 2012) Act Three Mid-point Act One Resolution Act Two Set-up Confrontation 1st half 2nd half
http://www.ﬂickr.com/photos/groundzero/96516632/sizes/o/in/photostream/ http://www.ﬂickr.com/photos/laradanielle/3285978735/sizes/l/in/photostream/ http://www.ﬂickr.com/photos/dvids/4951501451/sizes/l/in/photostream/ Conﬂict Resolution Transformation Great stories feature
“Great stories make a promise. They promise fun, safety or a shortcut. The promise needs to be bold and audacious. It’s either exceptional or it’s not worth listening to. Seth Godin On great stories
What’s next in the process?
Learn visual design storyboard visuals design visuals Idea Idea Idea execution revision execution revision execution revision evidence evidence evidence Color Picker designed by Kenneth Appiah from The Noun ProjectCollage designed by Jill Allyn Peterson from The Noun Project Type Design designed by Andrew J. Young from The Noun Project Read Watch Click-throughClick-through } }
learn delivery Portrait designed by Joris Hoogendoorn from The Noun Project Spotlight designed by Olyn LeRoy from The Noun Project determine delivery mode rehearse & practice deliver & engage Read Click-through Click-through } } }
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References Barnett, T., & Watt, S. S. (n.d.). Persuasive Speaking. The Public Speaking Project. Retrieved March 11, 2014, from http:// publicspeakingproject.org/PDF%20Files/persuasion%20web%201.pdf Duarte, N. (2012). HBR guide to persuasive presentations. Boston, Mass.: Harvard Business Review Press. Duarte, N. (2010). Resonate: present visual stories that transform audiences. Hoboken, N.J.: Wiley. Duarte, N. (2008). Slide:ology: the art and science of creating great presentations. Beijing: O'Reilly Media. Godin, S. (2006, April 27). Ode: How to tell a great story. Seth's Blog. Retrieved March 12, 2014, from http:// sethgodin.typepad.com/seths_blog/2006/04/ode_how_to_tell.html Heath, C., & Heath, D. (n.d.). Analysis of Paralysis . Fast Company. Retrieved March 11, 2014, from http:// www.fastcompany.com/60934/analysis-paralysis Heath, C., & Heath, D. (n.d.). Dan and Chip Heath Say Nix Ambiguity and Focus for Lasting Change . Fast Company. Retrieved March 11, 2014, from http://www.fastcompany.com/1676957/dan-and-chip-heath-say-nix-ambiguity-and-focus- lasting-change Heath, C., & Heath, D. (n.d.). Made to Stick:The Birth of a Sticky Idea . Fast Company. Retrieved March 11, 2014, from http:// www.fastcompany.com/1589725/made-stick-birth-sticky-idea Heath, C., & Heath, D. (2007). Made to stick: why some ideas survive and others die. New York: Random House. Reynolds, G. (2011). The naked presenter: delivering powerful presentations with, or without, slides. Berkeley, CA: New Riders.
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