Christopher Ellis - How to create advocacy through storytelling

Every day designers and researchers present new ideas, more often than not these stay as presentations and don’t make it into reality.

I will unpack why it is hard for people to buy into new ideas, and how to combat the common challenges that arise when trying to create change.

More than ever we need ideas to be experimented with, put in front of the community and tangible change implemented.

Transcript

1. Create advocacy
   through storytelling.
   How to
   

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2. Hey,
   I’m Christopher
   I work @
   Future Friendly
   

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3. 3
   Some work
   

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4. 4
   Evolve storytelling
   From To
   Having the audience see
   and hear facts.
   Taking the audience to a place
   where they understand and connect
   with our ideas.
   Challenge ideas
   Becoming advocates,
   driving forward the work.
   

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5. 5
   Humans have a
   Truth default
   It’s how we function as a society.
   If we challenged everything
   nothing would get done.
   

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6. 6
   With believing new ideas,
   this is not the case
   We are built to be skeptics, to poke
   holes in theories and ensure
   everything has been considered
   before agreeing.
   

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7. 7
   Credible
   Are you the right people to
   be sharing this idea?
   How people typically
   challenge ideas
   Problem
   Is that the right problem, do
   you understand it enough?
   Vision
   What is your idea?
   I don’t understand where
   we are going
   Believable
   I don’t really believe it,
   even though you have a
   bunch of facts.
   Practical
   Can we actually do what
   you’re proposing?
   Aspirational
   Is it aspirational enough for me
   to advocate the idea
   

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8. We need to tackle each
   of these points as we
   are telling our story.
   But we need to tackle
   them in the right order,
   and in the right way.
   

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9. Storytelling arc
   

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10. 10
    –
    Ensure your story
    is credible
    

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11. List out the previous
    work that has informed
    your thinking
    List out everyone
    who has been
    involved to date
    &
    

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13. 13
    –
    Clearly define the
    problem space.
    

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14. 14
    Without aligning on
    the problem space
    It’s impossible
    for everyone to
    agree on a solution
    

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15. 15
    We are unable to meet basic
    needs due to a fragmented
    customer experience.
    Customer
    I have to always start from scratch when
    applying for products, no one shares my
    preferences and details with other teams.
    Business
    We frequently suggest the wrong
    products due to not having the full picture
    of the customer
    Root problem
    Symptoms
    

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16. 16
    –
    Have a vision for
    the future state.
    

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17. 17
    Have an opinion
    be clear that is it
    is your opinion.
    &
    

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18. 18
    Don’t assume anyone
    will make the same
    conclusions you made.
    This isn’t a formula, It’s dangerous to
    assume that anyone will take away the
    same meaning.
    

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19. 19
    A vision statement should
    clearly describe the future
    you are designing for
    And what
    everyone gets
    when you arrive
    

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20. 20
    An experience that supports students
    to explore, compare and choose the
    right course for them.
    Students will be able to confidently select courses
    based on interests, preferences and suitability.
    Vision
    Where we
    are going
    Outcome
    What we get
    when we arrive
    

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21. 21
    Show where this vision
    fits in relation to
    everything else.
    Quick & easy access to personalised content
    Helping customers self serve
    Critical focus
    Seamless log in experience
    

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22. 22
    –
    Connect your
    facts with human
    stories.
    

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23. Facts & figures are
    critical, but they are
    not relatable.
    If you want your
    audience to believe
    you, make your
    research relatable.
    

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24. 24
    1 in 3 Australian
    households would be
    unable to find $500 in
    an emergency.
    I guess I wouldn't buy
    meat that week.
    Reaction to a scenario where
    they had to budget with $50
    less a week.
    Finances were so tight that food
    was the only thing the customer
    could cut back.
    Joel
    55 years old
    Statistic Human story
    Representative sample of 3,000 Australians. Statistic
    relative to consumers’ income
    

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25. 25
    –
    Break the idea down
    so it’s practical.
    

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26. Solutions that lead to
    real change, are seen
    as too big.
    

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27. 3 horizons roadmap
    Horizon 1: Delivering value today.
    The foundations for
    the future
    Horizon 2: The bridge to the future
    Connect,
    consolidate and
    guide
    Horizon 3: Delivering on the vision
    The beyond everyday
    banking Platform
    Allow customers to gain visibility
    over where their business truly
    stands.
    Provide the guidance to help
    customers spot patterns and make
    sense of the numbers.
    A single place to help customers
    and teams to understand and
    manage change over time —
    with all the tools, and support
    needed to prosper.
    Key features Key features Key features
    

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28. 28
    –
    Make your
    presentation
    digestible
    

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29. One idea per slide
    Helps people
    follow the story.
    

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30. Speak human
    Avoid jargon
    

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31. Use diagrams
    Support different
    learning styles
    

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32. Discuss worries
    before goals
    It is extremely difficult to have a
    genuine, meaningful conversation
    about the customer’s long-term
    goals without first addressing the
    worries that are impeding their
    clarity of thought.
    

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33. 33
    –
    Make it
    aspirational.
    

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34. We need
    change now
    34
    

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35. e/ chris@futurefriendly.team
    t/ @christoph_ellis
    l/ linkedin.com/in/ellischristoph
    Thank you
    Questions?
    Say hi!
    

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