The art and science of storytelling

Transcript

1. The art & science of Storytelling Jeevan Patil Head of Product Marketing Cisco Meraki
2. 2 Agenda 1. Something about me 2. Why Storytelling 3. The story of a form-factor 4. A complex software feature 5. Bring more customers into your webinar
3. 3 Who am I ?
4. 4 I ask myself that everyday…... But on a more professional level
5. 5 I am... • An engineer with Masters in Computers • Several years of Coding • Few patents on USPTO • An MBA in Marketing • Over a decade in Product Management • Experienced managing $1 bn portfolio
6. 6 There was also an unfulfilled creative side of me ...that found its way out at work
7. Storytellers have always inspired me Richard Feynman: The Genius of Simplicity
8. 8 Why Storytelling ?
9. From cave paintings to product demos, storytelling has changed but the desire to tell and hear stories has not.
10. 10 Does anyone here know who made this commercial ?
12. 12 But before telling a story, every PMM must ask, is it a story worth telling ?
13. 13 Every good story needs a good understanding of three key characters Customer Product Competition (Hero) (Villain) (Victim)
14. 14 Once you know your characters, you need to construct a plot around • The Benefit/s • To whom • Differentiator
15. 15 How does this actually look in action ? All of this sounds lame great, but
16. 16 A Story about a form factor
17. 17 We were about to launch... New Access Points The fastest and best With a changed form-factor..
18. Access points from our competition
19. 19 How do we stand out from the sea of squares ?
20. 20 What do we want to convey?
21. 21 Wi-Fi 6 Access Points Function Fast (speed/performance) Form Best (premium/expensive)
22. 22 What do people think of when they normally hear the words fastest and best ?
23. 23 Internal ideation sketches can get out of control sometimes
24. 24 MR45 MR55 Based on this, we introduced…...
25. 25 Make others tell your story
26. 26 cs.co/MerakiMcLaren The Wi-Fi 6 speeds have been incredible. It’s allowed people to change how they think about mobility. Edward Green, Principal Digital Architect, Mclaren Technology Group Meraki Wi-Fi 6 at McLaren
27. 27 Think of benefits not features To tell stories
28. Here is an Engineering Slide FEATURE: Target Wake Time (TWT) • Initially introduced in 802.11ah-2016 to help conserve power for IoT applications. • OFDMA consumes more power and hence we need power saving mechanisms with 802.11ax • Clients can request a specific wake-up time thereby conserving battery life. • AP can better manage wake-up time for connected clients, thereby reducing contention and increasing airtime efficiency • With legacy standards, all devices have to wake up at the same time (DTIM) • Also supported in 2.4 GHz. • Up to 67% lower power consumption! Access Point Client 2 Client 1 Client 1 Wait Time BEACON Sleep Sleep Sleep TRIGGER BEACON TRIGGER FRAME FRAME FRAME
29. 29 What do we want to convey ? What is our plot ? • The Benefits • To whom • Differentiator
30. 30 Let’s look at the Engineering slide again FEATURE: Target Wake Time (TWT) • Initially introduced in 802.11ah-2016 to help conserve power for IoT applications. • OFDMA consumes more power and hence we need power saving mechanisms with 802.11ax • Clients can request a specific wake-up time thereby conserving battery life. • AP can better manage wake-up time for connected clients, thereby reducing contention and increasing airtime efficiency • With legacy standards, all devices have to wake up at the same time (DTIM) • Also supported in 2.4 GHz. • Up to 67% lower power consumption!
31. 31 As a story with my illustrations ... Is it time to wake up yet ? NO NO NO NO NO NO YES NO For one device For multiple devices
32. 32 It can be better While this is good
33. 33 Save up to 67% battery-life of your smartphones using Target Wake Time So you don't have to charge the phones twice a day! The story we told customers
34. 34 Using stories to bring more customers to your webinars BONUS
35. 35 Most webinars are boring Lets face it
36. 36 CONFIGURE A PORT SETUP A VLAN We decided to make webinars more interactive …...similar to the Bandersnatch episode on Netflix
37. 37 Thank You