Neil gains main stage - 2012

Neil Gains, Tapestry Works, Singapore Festival of NewMR 2012 - Main Stage - Session 2

A Presenta*on from The Fes*val of NewMR – Main Stage

5 December 2012

Star Wars, Story and Market Research

All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit NewMR.org

Neil Gains Tapestry Works


Star Wars, Story and Market Research

Neil Gains, Tapestry Works


The Hero’s Life in the Ordinary World


The Evil Empire of Technology & Bullet Point Conversations


“Power corrupts. PowerPoint corrupts absolutely.”

Edward Tufte


Part 1 – The Call to Adventure and the Mentor


What are the category stories and unspoken codes?

Category codes include explora:on, possibili:es, op:ons


What are the cultural stories and unspoken assumptions?

Does yellow mean happy, sunny and warm? or … power, wealth and royalty?


Part 2 – Entering the Special World: Challenges & Temptations


The Temptation: The Bullet Point Interview


The Challenge: The Revelatory Interview


Mobile service helps me ‘be in the know’

12

Staying

connected and understated

style

Aspiring and progressing to

grown up home life

Being in the know for work

Keeping in touch with family and loved ones whilst working

An:thesis: violent video games

Fear of becoming out of date and obsolete

Stay smart and efficient in work


Exploring the Ladder of Motivation

ATTRIBUTES Uninterrupted mobile service with clear connec:on

FUNCTIONAL CONSEQUENCE Always in touch

EMOTIONAL CONSEQUENCE Feeling up-‐to-‐date and knowledgeable

CORE PERSONAL VALUE Self fulfilment


Part 3 – The Hero’s Transformation and Return


Star Wars and Archetypes R

ebel Rul

er

Hero

Everyman

Explorer Artist Catalyst

Joker

Seducer Idealist

Caregiver

Guru


Customer goals are different from category codes


Part 4 – The Hero Shares the Elixir with the Client


MIDPOINT

PLOT POINT 1 PLOT POINT 2 TRIGGER CLIMAX

Plotting the Story to be Shared


The 5 Elements of STORY

•  Star – the main character •  Treasure – what the character wants •  Obstacle – who or what is getting in the

way? •  Right lesson – what the audience should

take away •  whY – the call to action


The Hero’s Prize

• Knowledge • Discovery • Connection •  Transformation • Humanity


"The point of a story can penetrate far deeper than the point of any bullet." -‐ LAWRENCE NAULT

"The point of a story can penetrate far deeper than the point of any bullet." -‐ LAWRENCE NAULT


May the Story be with You!


Thank you



Q & A

Greg Coops Asian Strategies



Neil Gains

Read Neil’s blogs @ hWp://www.inspectorinsight.com/ @ hWp://www.doctordisrup:on.com/

Follow Neil’s tweets at @neilgains Write to Neil @ [email protected] Connect with Neil on LinkedIn @ hWp://sg.linkedin.com/in/neilgains

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