by Lyn Graft
Storytelling is one of the most powerful forms of communication you have as an entrepreneur to assist you in starting a company, recruiting employees, raising capital, securing clients and getting press. Stories are universal and almost 100% relatable to people from all walks of life enabling the entrepreneur to inspire and catalyze an audience. Stories also help us structure meaning around complex situations and enable entrepreneurs to make the intangible tangible. Drawing from the experience gained from filming over 300 entrepreneurs, this panel is designed to share thoughts and examples on why and how storytelling should be weaved into your startup, launch and growth activities. Key points covered: Speaking from the heart and connecting emotionally with your audience; Crafting a memorable story and creating champions to share your story; making sure your baby is not ugly and stands apart from the crowd; and telling people why we do and what we do. Specific examples and techniques for digital storytelling will be shown and explained
What if agencies and marketers created products and services, not just ads? And what if they made these things for themselves, not just for clients? They do. But tackling things like product design, creating new businesses or building complex real-world experiences requires a creative, technical, managerial and entrepreneurial spirit more associated with Silicon Valley than Madison Avenue. It demands new roles, agile approaches, external partnerships, technologies, investments and compensation models that can drive even the most hardened finance director crazy. And in some cases, it may even require a complete reboot from the ground up. The ability to make something that isn’t an “ad” is no longer optional in modern advertising. But it's certainly not easy, either. So what can we learn from the makers, technologists and agencies already playing in this space? Turns out, a whole heckuva lot.
Many of us are racing to be first to market, or release something in time for a specific event. Running and gunning on the product design battlefield is a tremendous challenge because it takes time to design things that provide ~real value for people and fit into a brand’s ecosystem in a meaningful way. How can you create things that provide utility, joy, and value while you’re chasing a moving target on the battlefield of design? This talk will show you. Discover the essential art of design triage and explore techniques to provide solid user experience design (even when there’s no time), put mortally flawed projects out of their misery, and help deserving projects thrive. Design triage will help you shape things that serve people’s real needs and goals and give you tools to parachute into a fast moving situations so you can provide “nick of time” design that makes what your building truly helpful and delightful.
9th–13th March 2012