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BECAUSE FITTING IN IS HIGHLY OVERRATED

CUTTING-EDGE CORPORATIONS, ENTREPRENEURS + CONSCIOUS CAPITALISTS UNDAUNTED BY PROGRESSIVELY COMPLEX BUSINESS ENVIRONMENTS AND FRAGMENTED, DIVERGENT MARKETS CHOOSE STORY + STRATEGY TO DRIVE REVENUE, ENGAGEMENT, INNOVATION, CHANGE + SCALABLE, SUSTAINABLE GROWTH.

THE STRUGGLE IS REAL

Audacious heroes strive, seek, find and never yield*

You don’t shrink from a challenge.

Your energy + edge are unmatched.

Your product, processes and plan are all in place.

Still, you run into roadblocks at each and every turn.

So you hustle harder, revamp the plan, and try again.

But no matter how fast you run – you’re not gaining traction.

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You’re worried about cash-flow. Capacity.  Growth.

You know there’s never enough time.

And you know that everyone in the world is trying to break through the noise to influence the same short-attention-span of the same potential customers, investors and partners you’re trying to move into action.

And everyone….everyone….sounds exactly the same.  (Boring.)

Down in the tactical weeds, that vision of scalable, sustainable revenue growth taking flight, the unified team, brand evangelists (aka, customers) touting your every move, as people breathlessly await your next announcement seems a distant dream.

You know it’s possible.  Engagement that drives revenue.  A business culture that eats strategy for breakfast as it drives sales.   A business transformed, as it serves as a catalyst for change in the community around you.  A vision that’s clear.  A level of confidence that leads employees to commit to staying, partners to collaborate over the long-term and investors to entrust you with stewardship of their funding.

WHY MARTIN LUTHER KING, JR. DIDN’T INSPIRE WITH FACTS

(and what that means for your business)

(Rhetoric:  noun – language designed to have a persuasive or impressive effect on its audience, but often regarded as lacking in sincerity or meaningful content.)

Business has come to rely as much on rhetoric as politics did from the very beginning.  From our educational start, we’ve been trained to include purposeful and strategic manipulation of data, statistics and evidence as proof of our thesis.  (Powerpoint, anyone?)

Here’s a tip:   Your audience is wise to the game. 

As you’re working the laser pointer, keeping your cool while you work your way through facts, data, features, functionalities and benefits, your audience is already thinking about the facts, data and kitchen sink you left out.

Before you’ve clicked the last slide and thanked your audience, they’re already arguing with you in their heads.

Make no mistake.  Rhetoric has it’s place.

But it’s not the whole story, and is less effective when seeking to persuade people to action than we think.   Why?

Martin Luther King, Jr.   That’s why.

Facts, statistics, data and a five point plan might have given a clear snapshot from the past to the current moment of the landscape of civil rights in the U.S. that day.

Using them, Dr. King would have been accurate.

His entire speech could have been riddled with facts, statistics and data that day.  And he might have inspired people — for about a week.

Mountain landscape at sunset. Panorama of beautiful view on hills

But who can forget, “I have a dream?”

Who can forget “the mountaintop?”

Story assigns the deeper, richer meaning behind the facts.

 

Your story needs to be just as memorable, just as clear and just as true.

In business, the facts we use to communicate tells us what happened.  Data tells us how often something happened.

Until we construct the story that includes the how and why it happened, it’s meaningless.

Story is the structure and framework within which we turn data into drama that makes you memorable as you inspire people to join your business movement.

Story works.

It captivates + compels potential customers, investors and partners to action.  It teaches people (brand evangelists) how to tell others what you do.  It’s the way to effectively communicate your strategy + vision.  It’s the way you lead.

It’s the secret weapon that gives your business a competitive edge.

Whether you’re pitching for funding,  launching a new product or marketing campaign…..whether you’re telling your story in a speech, a presentation, a video or online…..for story to resonate, persuade and move people to action, it needs three things:

STRUCTURE

Story that works isn’t a story that’s random.  Story that works is built on a proven structure used from Gilgamesh to Dickens to Hollywood.   It places a hero at the center of a story that drives the hero to action leading to a happy ending.  (Hint:  The hero at the center of your story isn’t you.)

This isn’t a formula, but the form.  A compelling story that connects, resonates and moves people to action has structure, rhythm and cadence.  It’s music that breaks through a noisy marketplace, drawing others in to participate, to collaborate, to become invested in your success as you become invested in theirs.

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STRATEGY

A story without strategy is a story with no place to go.  Chasing the latest, coolest, hippest trend isn’t a strategy.  A YouTube video doesn’t close the sale for you.  Another standard powerpoint presentation isn’t going to wow shareholders or potential investors.   The most well-crafted business story in the world only matters when it meets your intended capable-of-taking-action audience where they are.

The individual you’re trying to reach will have at least six different channels of interactions with a brand before making a move, and will experience frustration through inconsistencies they find within those interactions.  Choose the right six.

TRUTH

Business relies on the facts of what is.  Truth tells how and why the facts are as they currently are.  In today’s business environment,  if you talk about challenges you’re facing, you’re not viewed as a problem-solver, but as negative.  And the brave soul who who risks the consequences of being honest about potential the down-side with investors is rare.  But living in this sort of denial has brought many a business to a slow and lingering death. 

The truth is your message is too positive.  The fear of change, along with the fear of failure, prevents businesses from telling the whole story.  This is the reason your audience doesn’t trust you.  Stories that inspire others are stories of overcoming obstacles. To move your audience (your hero) to action in the most powerful ways, to foster trust in your business, your story has to tell the truth.

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So how do you inspire engagement that drives revenue?  How do you instill a level of confidence that leads employees to commit to staying, partners to collaborate over the long-haul, and investors to entrust you with stewardship of their funding?   How do you align your broader mission with the core goal of profitability, while mapping strategies to those goals?

 

STORY + STRATEGY is a 3-day onsite, intensive workshop that gives you a repeatable framework that captivates + compels any audience to join your business movement – while driving innovation, engagement, investment, change and revenue all at the same time.  

(whether you’re communicating with shareholders, launching a new product or marketing campaign, telling your business story in a speech, a presentation, through video or online….this is structure and strategy that works)

STORY STRUCTURE THAT WORKS

Learn a 7-step proven communications story structure to crafting a clear, captivating and compelling stories

STRATEGY

Determine the best strategies for your business (because telling the right story to the wrong people isn’t helpful)

WIN HEARTS + MINDS + PROFITS

Unearth the keys to building resonance and connecting with your audience emotionally (win hearts and minds and profits)

ADD METHOD TO THE MADNESS

Discover how to work with designers, videographers and partners who communicate your brand visually

BRIDGE THE EXECUTION GAP

Master the art of execution to apply your consistent story across all touchpoints (including talent acquisition)

Data Storytelling

Learn how to put your facts, bottom line numbers and big data into story form that moves people to action

SOME KIND WORDS FROM OTHERS:

What You'll Learn (Outline - Day One)

What You'll Learn (Outline - Day One)

  • How Learning To Tell A Captivating, Compelling Story Moves People To Action (and will help your business grow)
  • How The World’s Most Successful Companies Have Used Story + Strategy To Stay Sustainably Competitive
  • The Key Components of Story That Resonates + Activates
  • What Your Audience Really Wants

What You'll Learn (Outline - Day Two)

What You'll Learn (Outline - Day Two)

  • How To Position Your Company (And Yourself) In A Way That Works (This is the #1 area where CEOs, business leaders, marketers and entrepreneurs miss the mark.)
  • What Are You Really Offering?  What Do You Stand For? (What’s At the Core)
  • Cohesiveness:  Putting It All Together
  • The Key To Building Resonance + Moving People To Action  (Change this and bridge the engagement gap.)

What You'll Learn (Outline - Day Three)

What You'll Learn (Outline - Day Three)

  • Bridge the Execution Gap – Where, When and How to Apply This Process 
  • Put Method in the Madness (How to use this process to work in your creative production — videos, social media, visual presentations, email marketing, etc.)
  • Strategy:  Choose The Right Six
  • Plus, SEO strategy resources and tools to ensure you’re speaking a language that ranks.

DEVELOPED AND DELIVERED BY

Deb Owen, Founder of Percorso

Practiced at the art of innovation and pragmatics of turning strategy into action, Deb’s strengths as both a creative + strategic thinker (a rare combination) have allowed her to utilize her knowledge of story structure to use STORY + STRATEGY to drive revenue, engagement, innovation, change and scalable, sustainable growth successfully in corporate, B2B, B2C, non-profit and small business environments for over two decades.  

(Most business storytellers don’t understand story structure.  And those who understand story structure don’t understand business.   Deb has been a resident of both worlds, bringing them together in STORY + STRATEGY.)

Deb has worked with military and civilian leaders in the Army and Navy, and a slew of others in state and national level government.  She’s worked with and for international multi-million dollar consumer electronics & telecommunications corporations, and worked one-on-one with a large number of entrepreneurs and small business owners.

She worked for a former Lt. Governor at a regional economic development organization where she developed a vision, a voice, and an innovative strategy that created a unified, cohesive region, implementing strategies that resulted in the establishment of a national presence.

Deb has garnered coverage + mentions in:

Spending a portion of her corporate life in learning & development, Deb designed and delivered a year long program based on the Toyota Production System after being trained at Toyota herself.  So she understands the facets of a successful business landscape — and knows how to design programs that work.

Deb has worked on projects that included collaborating with nationally-recognized celebrities and business leaders including Kathy Ireland and Sallie Krawcheck (once considered the most powerful woman on Wall Street). And was tapped by Carolyn Kepcher, formerly of the Trump Organization and the board room of the Apprentice, to write for a project called ‘Work Her Way’ alongside the likes of Bobbi Brown, of Bobbi Brown Cosmetics, and Cathie Black, CEO of Hearst Publications that publishes ‘O’ Magazine.  

WHAT’S THE INVESTMENT?

1400 CEOs globally participated in PriceWaterhouse Cooper’s annual survey.  Those CEOs are already strengthening relationships with customers and stakeholders by aligning their company’s sense of purpose, their core story, with their operational model to build better innovation and people capabilities matched to the core goal of profitability.

Small businesses of all sizes are doing the same.  The world is changing. It’s imperative you change with it.

How much is it costing you to let them pass you by?  How much profit is being lost chasing down rabbit holes, throwing spaghetti at a wall to see what sticks, and doing work that isn’t aligned with profit?  How much revenue is being missed just because people can’t hear you through the crowded clutter of the marketplace?  Not doing this may already be costing you a great deal.  Letting your competition get ahead of you certainly will.

  • One Registration

  • $$3499.00
  • per person

  • Two Registrations

  • $$5999.00
  • $6,700 Total

  • Three or More Registations

  • $$3349 per.00
  • per person

*registration fee does not include travel or hotel accommodations 

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