Tag Archives: humanity

Live from #TMRE14: Wired for Story

Jonathan Gottschall is a scholar and today at TMRE 2014, he took us through research from his latest book, The Storytelling Animal: How Stories Make Us Human.

Dreams are night stories, stories are the fabric of our social setting. Gossip is the preferred genre of human stories. We have restless minds.

Story Solutions to Key Solutions:

How do you seize and hold attention?
How do you use it to persuade & influence other people?

Average duration of daydreams is 14 seconds, we have about 2,000 per day.

The neuroscience of the brain on story, less still, less passive, the brain experiences empathetic sensation right along with the story. Much like a reaction to a horror movie, your brain processes stories as real.

“Art is an infection” – Tolstoy

Story shapes us, it’s not mindless, it has the ability to change the person consuming the story. Story changes behavior by changing brain chemistry.

None of this works unless the story is good. The story has to acchive narrative transformation. Your audience has to lose itself.

Story’s Universal Grammar:

Character +
Predicament +
Attempted Solution +

Story’s Function:

A story is a problem solution narrative that carries a deeper message, otherwise it’s just a hollow, meaningless vehicle. It expresses values, beliefs, and a bigger meaning.

We love stories, unlike other messaging, we crave good stories the same way we crave good food.

A well told story cuts through the buzz of distraction, settles our restless minds, and holds us rapt.

No other communication form can do this.

Story is emotional. They can blow your mind and change your mind. Stories are more persuasive than strategies based on argument and evidence.

Story is sticky, if you want an idea to enter into the universe and lodge there it’s best to weave it into a story.

Story is infectious, they demand to be retold. As a result the ideas and values in the stories spread virally through social networks.

We need stories in the best and worst of times. We are storytelling animals, stories offer hope and solace.

 ABOUT THE AUTHOR

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

Live from #TMRE14: Disrupt Habit

Award-winning New York Times reporter Charles Duhigg took us at TMRE 2014 today to the edge of scientific discoveries that explain why habits exist & how they can be changed.

About 45% of what we do daily is habit, according to a study done. Your brain almost goes to sleep when going through pattern behavior.

The Habit Loop:
Cue
Routine
Reward

Some habits seem to matter more than others – keystone habits.

These keystone habits actually affect other behaviors, people who work out regularly, influences people to eat healthier the day they exercise, procrastinate less, and use their credit card less.

P&G created a Febreeze Habit Loop by adding a pleasing scent to reward cleaners and integrate a sensory pleasure into the habit of cleaning up. Sales explode!

Lesson: Make sure the reward is actually rewarding, deeply and meaningfully to the person rather than abstractly.

Lesson: The most powerful rewards contain emotions.

The Latte Method involves:

‘We Listen to the customer, Acknowledge their complaint, Take action by solving the problem, Thank them, and then Explain why the problem occurred.” – Starbucks’ Employee Training System

How to seize and/or disrupt habit:

  • Know your keystone habits
  • Build in rewards with emotions

ABOUT THE AUTHOR

 

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

Live from #TMRE14:10 Lessons Market Researchers Can Learn From Journalists

Tom Bernthal, CEO and Co-Founder of Kelton, shared 5 lessons that Market Researchers can learn from journalists at TMRE. Afterall, the truth is in the story,

Journalists are seeking human truth – stories that tell of human experience and create empathy.

Lesson 1:


Let the hypotheses guide you.

Research
Modify
Observation
Reject or Modify
Confirm
Story

Lesson 2:


Story Making vs. Story Telling

The current conversation about storytelling puts too much emphasis on the “telling.” The story that is based on the facts is the one that is passed along.

Frame
Find
Craft
Tell
Act

Lesson 3:


Put humans at the center.

Yang: Story – experience, empathy
Yin: Report – data

Lesson 4:


The Inverted Pyramid


Journalists have an even less captive audience.

Start with the lead
Then the body
then the tail

Don’t bury the lead

Lesson 5


Today’s insights inform tomorrow’s

ABOUT THE AUTHOR

 

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.