Stories that Move Mountains: Storytelling and Visual Design for Persuasive Presentations

ISBN-13: 9781118423998 / Angielski / Miękka / 2012 / 272 str.

Mark D. West

Opis

Learn how to use stories and visuals to make top-notch presentations It′s called CAST (Content, Audience, Story, & Tell) and it′s been a quiet success, until now. Developed over a twelve year period as a presentation method to help Enterprise Architects, it was adopted by Microsoft Enterprise Architecture teams and filtered from IT managers to Sales, and beyond to major organizations around the world. Now, thanks to this unique book from an expert author team that includes two Microsoft presentation experts, you can learn how to use this amazing process to create and make high-impact presentations in your own organization. The book helps you build complete visual stories, step by step, by using the CAST method to first create a Story Map and from there, a compelling presentation. It includes sample Story Maps, templates, practical success stories, and more. You′ll discover how to go beyond PowerPoint slides to create presentations that influence your peers and effect change.

• Explains the secrets of making presentations and effecting change using CAST to create Story Maps and from there, high-impact and visual presentations that tell a story
• Covers how to apply a range of techniques and what the results look like, using screenshots of presentations, one page hand outs, and basic delivery with whiteboards
• Coauthored by Microsoft experts and a visual design guru who have years of experience training professionals in these methods
• Includes sample Story Maps, templates, practical success stories, and more

Learn how to sell your ideas and trigger change in your company with Stories That Move Mountains: Storytelling and Visual Design for Persuasive Presentations.

Recenzje

'...if you want to influence others to make a decision, improve something or agree to change then this is the book for you.' (www.bcs.org, December 2012)'Strong visual presentation which makes it easy to absorb the authors' message...concepts are well explained with clear examples...very good guidance on visual design particularly useful for non-specialists.' (HR Zone, February 2013)

Spis treści

1 THE POWER OF STORIES 2

Visual Stories 5

Should We Blame the Tools? 6

Finding the Right Tool for the Job  6

To Be Effective, You Have to Affect People  7

Convincing Evidence 10

2 CAST AND THE VISUAL STORY MAP 12

The Visual Story Map 12

3 USING CAST TO TELL STORIES 22

Use the Visual Story Map 23

Learn From Our Experience  24

Examples of Using CAST 25

Build Your Own Example 25

Example 1: Personal Trainer 26

Example 2: City University Hospital  27

Tell the Right Story 29

Tell the Story Right 29

4 WHY 34

The Three Big Whys 35

Focusing First on “Why” 36

All Motivation is Personal 37

Techniques for Discovering Whys  37

Five Whys 38

Pain Chain 40

Outcome Mapping 41

5 WHAT 48

Elements of Change. 50

Brainstorming the Changes 52

Filter and Focus  53

6 HOW 62

Traceability and Milestones 64

Finding the “How” 65

Understanding the Dependencies 68

Cum hoc ergo propter hoc 70

7 WHAT IF 76

Walking Backward Through the Story  78

Alternative Scenarios 80

Final Thoughts on the Story Content  89

8 WHO 92

Finding the Common Ground  96

Creating a Power Map 98

9 LEARNING AND DECISION STYLES 108

Categorizing Your Audience 109

Preferences, Not Prescriptions  109

Learning Styles 110

Decision Styles  112

10 STRUCTURE 122

Plot Structure 123

Nesting and Embedding (or How to Tell Many Stories at the Same Time)  139

Using Reality and Fiction 139

Hope’s Story  141

Putting All the Parts Together  141

In a Hurry? 143

11 CHARACTER 148

The Hero and the Villain 150

Character Associations 152

Believability 153

The Cast of Characters 154

Personification  154

12 SENSE OF URGENCY 164

The Enemies of Change: Complacency and Distraction 165

Common Factors Creating a Sense of Urgency 166

Success Is a Decision 168

Success Is a Commitment 168

13 DELIVERY PLAN 174

Decisions Take Time 176

Planning for Scale 178

Hook, Line, and Sinker 179

City University Hospital 180

Delivery Tips  186

14 DESIGN 192

Intentional Design 193

Many Formats, One Root 196

The Infographic 197

Ideation 198

Composition  200

Content Coding 209

Writing 214

15 TEST 222

Testing and Rehearsals 223

Opening, Closing, and Timing  224

Repetition 225

Retention 225

The Six Key Tests 226

16 CAST EXAMPLE: WHAT A DIFFERENCE A DAY CAN MAKE 232

17 AFTERWORD: IMPROVING YOUR VISUAL STORYTELLING 242

Practice Makes Perfect 242

Use Your Tools. 243

REFERENCES 246

INDEX 252

O autorze

Martin Sykes is a leader in the Enterprise Strategy business at Microsoft Services. The CAST process and Visual Story Map has evolved over 12 years from a personal quest to improve his own communications, to a technique delivered at international conferences, used in workshops with customers in the public and private sectors around the world, and training for people in the Microsoft organization.

A. Nicklas Malik is an enterprise strategy architect for Microsoft in the United States and a well–respected leader, speaker, and writer in the field of Enterprise Architecture. Key to his success has been the use of visual stories, a technique he learned from Martin′s early training sessions. Nick has used the CAST process in settings ranging from founding a small business to influencing corporate executives.

Mark D. West is a graphic designer and educator, with experience developing successful training and graphic design solutions for retail and IT–based clients in the US Pacific Northwest (including Boeing and Microsoft) over the last 15 years. Numerous design colleges and IT–based clients have benefited from his expertise in design to support organizational effectiveness, learning, and results that stick.

Blurb

Make your next presentation a Success Story

The secret is out and it′s called CAST, an amazing new presentation system that combines sophisticated storytelling and visualization techniques. While it may not literally have the power to move mountains or part the Red Sea, wherever it′s been used to sell an idea or spark organizational change, the results have been nothing short of miraculous. If you′ve been tasked with selling a revolutionizing product, pitching a concept, or getting people on board with change, your life just got a lot easier. Written by the creators of CAST and the Visual Story Map model—a powerful process visualization tool—Stories That Move Mountains gives you everything you need to put this high–impact presentation process to work right away. The book includes:

• A practical introduction to CAST concepts, tools, and techniques
• Sample Visual Story Maps and templates
• Illustrated mini–guides showing how to use specific techniques most effectively
• Step–by–step guidance on how to create your own Visual Story Maps
• Expert advice on how to deliver high–impact presentations
• One–page handouts and other valuable presentation aids
• Tips on how to reengineer the same presentation for different audiences

Detailed worked examples that run through the book with screenshots, handwritten notes, and images of whiteboards to illustrate how to apply the techniques in the real world Selling change is hard. Motivating people to enthusiastically embrace and act on it, nearly impossible. Learn how to harness the power of visual storytelling and make the hard simple and the nearly impossible easier than you ever imagined it could be. The companion website at www.storiesthatmovemountains.com features examples of CAST in action; links and blog postings to more examples; and downloadable Story Maps and other templates from the book.