Resonate - Present Visual Stories That Transform Audiences

Informationen zum Autor Since 1988, Nancy Duarte's award-winning firm has created over a quarter of a million presentations that have shaped the perception of the world's leading brands and thought leaders. Duarte Design is one of the largest design firms and woman-owned businesses in Silicon Valley, and its clients include: Adobe, Cisco, Citrix, Food Network, Facebook, GE, Google, Al Gore, HP, Kaiser Permanente, McAfee, Microsoft, Nokia, Qualcomm, TED, and Twitter. Klappentext By leveraging techniques normally reserved for cinema and literature, Resonate reveals how to transform any presentation into an engaging journey. You will discover how to understand your audience, create persuasive content, and elicit a groundswell response. With Resonate , you'll be able to: Leverage the hidden story structures inherent in great communication Connect with your audience empathetically Create captivating content Craft ideas that get repeated Inspire enthusiasm and support for your vision "Finally! Someone has incorporated the power of story into presentations!" -Damon Lindelof , Co-creator of LOST "To write a book about effective and inspiring communication is a challenge because it has to demonstrate what it advocates. Nancy Duarte has certainly done that. Compelling. Convincing. Utterly practical. This is a gem!" -Patrick Lencioni , President, The Table Group Author, The Five Dysfunctions of a Team "Few things excite me more than a great communicator-something I've wanted to be ever since I ran for president of the seventh grade. While I think I've come a long way on that journey, I never fully understood what it takes to be a world-class communicator until I read Nancy Duarte's Resonate . Read this book, absorb this book, practice what it preaches, and you'll be on your way to being a great communicator. Thanks, Nancy." -Ken Blanchard , Co-author of The One Minute Manager , Recipient of Golden Gavel Award Zusammenfassung Tagline: How to give a presentation with passion, persuasion, and impact. Presentations are meant to inform, inspire, and persuade audiences. Unfortunately all too often audiences leave feeling like they ve wasted their time or somehow missed the point completely. Inhaltsverzeichnis Foreword Dan Post xvi Introduction xviii 1 Why Resonate? 1 Persuasion Is Powerful 2 Resonance Causes Change 4 Change Is Healthy 6 Presentations Are Boring 8 The Bland Leading the Bland 10 People Are Interesting 12 Facts Alone Fall Short 14 Stories Convey Meaning 16 You Are Not the Hero 18 The Audience Is the Hero 20 Resonance Rule #1 23 2 Lessons From Myths and Movies 25 Incorporate Story 26 Drama Is Everything 28 Story Templates Create Structure 30 The Hero's Journey Structure 32 Crossing the Threshold 34 The Contour of Communication 36 The Beginning and Call to Adventure 38 The Middle: Contrast 40 Call to Action 42 The End 44 What Is a Sparkline? 46 Case Study: Benjamin Zander 48 Zander's Sparkline 50 Resonance Rule #2 53 3 Get To Know The Hero 55 How Do You Resonate with These Folks? 56 Segment the Audience 58 Case Study: Ronald Reagan 60 Meet the Hero 64 Meet the Mentor 66 Create Common Ground 68 Communicate from the Overlap 70 Resonance Rule #3 73 4 Define The Journey 75 Preparing for the Audience's Journey 76 The Big Idea 78 Plan the Audience's Journey 80 Tools for Mapping a Journey 82 Acknowledge the Risk 84 Address Resistance 86 Make the Reward Worth It 88 Case Study: General Electric 90 Resonance Rule #4 95

Sommario

Foreword (Dan Post).
 
Introduction.
 
1 Why Resonate?
 
Persuasion Is Powerful.
 
Resonance Causes Change.
 
Change Is Healthy.
 
Presentations Are Boring.
 
The Bland Leading the Bland.
 
People Are Interesting.
 
Facts Alone Fall Short.
 
Stories Convey Meaning.
 
You Are Not the Hero.
 
The Audience Is the Hero.
 
Resonance Rule #1.
 
2 Lessons from Myths and Movies.
 
Incorporate Story.
 
Drama Is Everything.
 
Story Templates Create Structure.
 
The Hero's Journey Structure.
 
Crossing the Threshold.
 
The Contour of Communication.
 
The Beginning and Call to Adventure.
 
The Middle: Contrast.
 
Call to Action.
 
The End.
 
What Is a Sparkline?
 
Case Study: Benjamin Zander.
 
Zander's Sparkline.
 
Resonance Rule #2.
 
3 Get To Know the Hero.
 
How Do You Resonate with These Folks?
 
Segment the Audience.
 
Case Study: Ronald Reagan.
 
Meet the Hero.
 
Meet the Mentor.
 
Create Common Ground.
 
Communicate from the Overlap.
 
Resonance Rule #3.
 
4 Define the Journey.
 
Preparing for the Audience's Journey.
 
The Big Idea.
 
Plan the Audience's Journey.
 
Tools for Mapping a Journey.
 
Acknowledge the Risk.
 
Address Resistance.
 
Make the Reward Worth It.
 
Case Study: General Electric.
 
Resonance Rule #4.
 
5 Create Meaningful Content.
 
Everything and the Kitchen Sink.
 
More Than Just Facts.
 
Don't Be So Cerebral.
 
Contrast Creates Contour.
 
Transform Ideas Into Meaning.
 
Recall Stories.
 
Turn Information Into Stories.
 
Case Study: Cisco Systems.
 
Move from Data to Meaning.
 
Murder Your Darlings.
 
From Ideas to Messages.
 
Resonance Rule #5.
 
6 Structure Reveals Insights.
 
Establish Structure.
 
Make Sense.
 
Case Study: Richard Feynman.
 
Feynman's Sparkline.
 
Order Messages for Impact.
 
Create Emotional Contrast.
 
Contrast the Delivery.
 
Putting Your Story on the Silver Screen.
 
Process Recap.
 
Resonance Rule #6.
 
7 Deliver Something they'll Always Remember.
 
Create a S.T.A.R. Moment.
 
Case Study: Michael Pollan.
 
Repeatable Sound Bites.
 
Evocative Visuals.
 
Case Study: Pastor John Ortberg.
 
Ortberg's Sparkline.
 
Case Study: Rauch Foundation.
 
Case Study: Steve Jobs.
 
Jobs's Sparkline.
 
Resonance Rule #7.
 
8 There's Always Room to Improve.
 
Amplify the Signal, Minimize the Noise.
 
Give a Positive First Impression.
 
Hop Down from Your Tower.
 
Value Brevity.
 
Wean Yourself from the Slides.
 
Balance Emotion.
 
Host a Screening with Honest Critics.
 
Case Study: Markus Covert, PhD.
 
Case Study: Leonard Bernstein.
 
Resonance Rule #8.
 
9 Change Your World.
 
Changing the World Is Hard.
 
Use Presentations to Help Change the World.
 
Don't Use Presentations for Evil.
 
Enron's Presentations During Implosion.
 
Gain Competitive Advantage.
 
Case Study: Martin Luther King Jr.
 
King's Sparkline.
 
Case Study: Martha Graham.
 
Be Transparent So People See Your Idea.
 

Dettagli sul prodotto

• Autori: Nancy Duarte, Duarte Nancy
• Editore: Wiley, John and Sons Ltd
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 05.11.2010
• EAN: 9780470632017
• ISBN: 978-0-470-63201-7
• Pagine: 272
• Dimensioni: 229 mm x 229 mm x 15 mm
• Categorie: Guide e manuali > Diritto, professione, finanze; Scienze sociali, diritto, economia > Economia > Pubblicità, marketing; Management, Präsentation, Business & management, Wirtschaft u. Management, Introductory Marketing