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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
  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 ?

  11. None
  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