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The art and science of storytelling

The art and science of storytelling

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  1. The art & science of
    Storytelling
    Jeevan Patil
    Head of Product Marketing
    Cisco Meraki

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  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

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  3. 4
    I ask myself that everyday…...
    But on a more professional level

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  4. 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

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  5. 6
    There was also an
    unfulfilled creative
    side of me
    ...that found its way out at work

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  6. Storytellers have always inspired me
    Richard Feynman:
    The Genius of Simplicity

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  7. 8
    Why Storytelling ?

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  8. From cave paintings to product demos,
    storytelling has changed but the desire to
    tell and hear stories has not.

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  9. 10
    Does anyone here know who
    made this commercial ?

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  10. 12
    But before telling a story, every PMM must ask,
    is it a story worth telling ?

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  11. 13
    Every good story needs a good understanding
    of three key characters
    Customer Product Competition
    (Hero) (Villain)
    (Victim)

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  12. 14
    Once you know your
    characters, you need
    to construct a plot
    around
    ● The Benefit/s
    ● To whom
    ● Differentiator

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  13. 15
    How does this actually look in action ?
    All of this sounds lame great, but

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  14. 16
    A Story about a form factor

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  15. 17
    We were about to launch...
    New Access Points
    The fastest and best
    With a changed form-factor..

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  16. Access points from our competition

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  17. 19
    How do we stand out from
    the sea of squares ?

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  18. 20
    What do we want to convey?

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  19. 21
    Wi-Fi 6 Access Points
    Function
    Fast
    (speed/performance)
    Form
    Best
    (premium/expensive)

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  20. 22
    What do people think of when they normally
    hear the words fastest and best ?

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  21. 23
    Internal ideation sketches can get out of control sometimes

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  22. 24
    MR45
    MR55
    Based on this, we introduced…...

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  23. 25
    Make others tell your story

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  24. 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

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  25. 27
    Think of benefits not features
    To tell stories

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  26. 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

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  27. 29
    What do we want to convey ?
    What is our
    plot ?
    ● The Benefits
    ● To whom
    ● Differentiator

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  28. 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!

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  29. 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

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  30. 32
    It can be better
    While this is good

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  31. 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

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  32. 34
    Using stories to bring more
    customers to your webinars
    BONUS

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  33. 35
    Most webinars are boring
    Lets face it

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  34. 36
    CONFIGURE A PORT SETUP A VLAN
    We decided to
    make webinars
    more interactive
    …...similar to the
    Bandersnatch
    episode on Netflix

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