Kano - The Message

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Information about Kano - The Message
Marketing

Published on February 19, 2014

Author: alexnklein

Source: slideshare.net

Description

Kano cofounder Alex Klein on how to keep "the message" central, clear, and credible across your product and storytelling work.

The Message What it is and why it matters

“We are told about the world before we see it. We imagine most things before we experience them.” ― Walter Lippmann, Public Opinion

In an age of confusion… You’ve got about five seconds of attention.

What makes a good story?

Who  What  Why

Hero  Slay the Dragon  Save the Princess

Call to adventure  Epic challenge  Enlightenme

Anyone  Can make a computer  And create the world around them

CONFUSION CLARITY

CONFUSION “A Raspberry Pi based kit that runs on open-source software and introduces you to the Linux shell, programming syntax, basic Python and Javascript, and networking.” CLARITY “A computer anyone can make – like Lego.”

CONFUSION “A hardware and software system for building technical skills and learning how to script with Python, navigate the Linux shell, and develop good programming habits.” CLARITY “Start coding right away, no matter your experience.”

WTF? WHAT + WHY

DO first – explain later start with ACTION – end with detail MAKE something cool – then let them play

5 seconds to make message clear Inside the building… • A SW tooltip • A book page • A first meeting • A new project And out… • An event • A tweet • An interview • A marketing page

“Good prose is like a windowpane.” ― George Orwell, Why I Write

Here… …here …here

But especially, here…

And here… (…and 45 more)

“Good design is as little design as possible Less, but better – because it concentrates on the essential aspects.” ― Dieter Rams, 10 Principles

SIMPLIFY SIMPLIFY SIMPLIFY ― Mural, Entrance Hall, Apple HQ

Cut, then clarify… RPi Education Manua (137 pages) “Look for clutter and prune it ruthlessly. Be grateful for everything you can throw away. Reexamine each sentence you put on paper. Is every word doing new work?” -William Zinsser, On Writing Well (262 pages) RPi User Guide

“Look for clutter and prune it ruthlessly. Be grateful for everything you can throw away. Reexamine each sentence you put on paper. Is every word doing new work?” -William Zinsser, On Writing Well

“Look for clutter and prune it ruthlessly. Be grateful for everything you can throw away. Reexamine each sentence you put on paper. Is every word doing new work?” -William Zinsser, On Writing Well

“The Raspberry Pi doesn’t have a hard disk built in to it so it uses an SD card as its main storage.” -Raspberry Pi For Dummies

“The Raspberry Pi doesn’t have a hard disk built in to it so it uses an SD card as its main storage.” -Raspberry Pi For Dummies “Your computer stores stuff in its memory. This one is called an SD card. Plug it in.”

“The sheer quantity of digital information makes the skill of organising digital content more important than ever before.” -Computing at School Primary Teacher Guide

“The sheer quantity of digital information makes the skill of organising digital content more important than ever before.” -Computing At School Primary Teacher Guide “Your computer can do and think a lot of things. So keep your code clean and clear.”

Best rule? SIMPLER = SHORTER

Best rule? BREVITY = SOUL OF W

“Veni vidi vici” “Think different” “To be or not to be” SHORT = SWEET “Hello world.” “You’ve got mail.”

Second best rule? THREE Ws • • • Who What Why

WHO Kano, a computer company in London. We are simple, fun and for everyone.

WHAT A computer and coding kit for all ages, all over the world.

WHY Give a new generation a way to create, not just consume, technology.

Make, then market? PRODUCT (messaging…?) MARKETING

PRODUCT MARKETING

PRODUCT MARKETING

the message PRODUCT MARKETING

the message RATIONAL VALUE EMOTIONAL APPEAL

the message LEARN AND TAKE CONTROL BE CREATIVE AND HAVE FUN

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