Archive for the ‘Story’ Category

Everything Has A Meaning
February 3, 2009

I once heard the phrase, “words mean what they do” and I really like that idea. For presenters it is a great principle, because the mental and emotional state the audience leaves in is what our presentation meant. We can have the grandest of intentions and the genius insight, but it does not count for anything if the audience was not with us. This also applies in one-on-one situations. What are the effects of our words? If our intention was to comfort did they? If it was to clarify did they? If it was to be honest in order to help was the person better off upon hearing our words?

I recently came across this i-phone application called Midomi. I don’t have an i-phone, I have a LG Chocolate (which I would like to write about another time), but my friend showed me this app. It allows someone to humm, whistle or sing a song and it will recognize it for you. It went 1 for 3 with me; recognized La Cucaracha but not the theme song to MASH (2 attempts). As we were playing with it, it occurred to me what a brilliant little app. It is so  frustrating to have a song playing in our head, we don’t know how it got there and we can’t remember the name of it. When we finally do figure it out it is such a relief, and now this app can help us with that. It means what it does, and what it does is make you feel good, takes this trivial yet visceral feeling and makes it go away. It is so insignificant except when you can turn to it in your time of need. What I loved was how this app is the feeling it gives the user and is thus meaningful and memorable. So I don’t know if the programmers were thinking about this or not when the app was developed, but regardless of what they intended Midomi mean what it does.

A big part of what we should be doing as presenters is giving something meaningful to our audience. In order to do that, we need to figure out the meaning of the presentation , the data, the product etc. We can begin by asking what does it all do?


The Big Bad Wolf
January 22, 2009

big bad wolf
The audience does have a desire to hear what you have to say. They have given you their most precious possession, time. However, that is as much as they will give you. The rest is for YOU to give. You need to give them meaning. You need to give them something memorable. You need to give them something moving. You need to do ALL the work for them.

Metaphors add meaning and emotion to what we are trying to convey. In A Whole New Mind, Daniel Pink’s highly recommended book about the new worker of the 21 Century, he suggests beginning to listen for and collect the metaphors we hear. The real gift of the suggestion is to wake us up to the world around us.  We begin to listen consciously, taking clues from our surroundings.

The other night I was watching Top Chef.  This episode took place at Blue Hill Stonebarns restaurant in upstate New York. I have never been but I hear it’s great. The contestants were broken up into teams which had to prepare lunch for a groups of 16 people, including the judges and the special judge Dan Barber, owner/executive chef of Blue Hill at Stone Barns

The interesting thing is I don’t really care about food. It is sort of an ongoing joke amongst my friends that I don’t eat and have no interest in food. I appreciate good food and presentation but if I am going out with friends I care much more about the ambience and the company than “whose” restaurant it is. I can be in the middle of a meal and just get bored with eating.  I digress a little only to say I think in this situation I am representative of your average audience member. I am not watching Top Chef because of my love of food, but I have given it my time.

When the judges comment on the food it really doesn’t mean that much to me. Something is too crispy, something is undercooked, some flavor overwhelms another. I certainly understand what they are saying and what they mean to a degree, but it does not hold much real meaning for me. What that means as an audience member is that I don’t care. However, during the judging of this episode the judges had just finished the savory part of one of the meals and they seemed to be pleased. Now came the desert, I don’t know what it was but they didn’t like it. They each went around describing how displeased they were by using all the same sort of descriptions mentioned above. Again I did not care.

Suddenly, one of the judges said the desert is the BIG BAD WOLF of the meal. My ears perked up because I was struck by how powerful it was to me. Again, what I consider to be an average audience member in this scenario. I immediately understood what Daniel Pink meant. Very simply, I cared and I don’t care about food. I thought, “oh that’s not good”, “that is a glaring mistake”, that desert sucks. I have never even tried the desert. I probably would have loved it. I AM a big fan of desert.

The impact of such a well-placed metaphor with all that it conveys is immediate and visceral. The big bad wolf is angry, mean, destroys the houses of little pigs, it ruins things, it’s monstrous. That is why that simple phrase was so powerful. Look how much in conveyed in just a few words and it had nothing to do with the language of food. But now I got it, now I cared, now I understood, now the judging had meaning.

If you are trying to convey something to a friend, to a single donor or to an auditorium of people, discover, record and use metaphors.

DESIGN NOTE: the big bad wolf is also good to keep in mind when designing slides for presentations. Watch out for those monstrous elements that stand out and ruin the presentation/meal for the audience. (more…)