5 Openings for keynotes


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Stories over bullets

Why power point should be banned from the meetings

“2. Stories are persuasive.

Aristotle is the father of persuasion. More than 2,000 years ago he revealed the three elements that all persuasive arguments must have to be effective. He called these elements “appeals.” They are: ethos, logos, and pathos. Ethos is character and credibility. Logos is logic–an argument must appeal to reason. But ethos and logos are irrelevant in the absence of pathos–emotion.

Neuroscientists have found that emotion is the fastest path to the brain.

“I’m actually a big fan of anecdotes in business,” Bezos said at the leadership forum as he explained why he reads customer emails and forwards them to the appropriate executive. Often, he says, the customer anecdotes are more insightful than data.

He explained that Amazon uses “a ton of metrics” to measure success. “I’ve noticed when the anecdotes and the metrics disagree, the anecdotes are usually right,” he noted. “That’s why it’s so important to check that data with your intuition and instincts and you need to teach that to executives and junior executives.”

Bezos clearly understands that logic (data) must be married with pathos (narrative) to be successful.”

 

Algorithm changes

How to handle the changes in algorithms and what it means for your content

1. What’s going to go viral, will go viral: focus on creating high-quality content
2. Understand the full picture of personal sharing. Like we mentioned, only a fraction of shares will come from your Facebook Page. You need to understand the full scope of who is sharing your content, and when and where
3. Diversify. Other platforms are becoming ideal for distribution, like LinkedIn and messaging apps
4. Cultivate a community. Whether it’s through Facebook Groups, your social accounts, or online, and offline, you want your audience to both trust your content and come to you as part of their daily routine, rather than passively
5. Start a conversation. When we spoke to ATTN:’s co-founder, Matthew Segal, he told us, “We try to approach through a conversational viewpoint. We obsess over giving context to issues as opposed to just summarizing ‘here’s what happened today’, or giving a partisan viewpoint. What does this mean for you, why should you care, and how can we make this as entertaining as possible?”
6. Find the emotional threads. Social is inherently emotional. Find the stories that provoke strong feelings in your audience, and tease out those super-charged moments on social

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Noticeable Content

How to create content that gets noticed, how to set up a brand newsroom

1. Brand-owned content is a huge opportunity to reach new audiences in more genuine ways
2. Study your audience so you can create content that people will actually like and engage with
3. Determine a business role for your content
4. Study the platforms, formats, and content types that are most effective for your
distribution
5. Partner up with publishers, influencers, and even your own followers
6. Use social data to analyze trends, topics, competitors and your own content for the biggest impact

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Why people fail

“1. They want the outcome more than they want to obtain a skill.
How many people do you know that speak often of something prestigious they want to be, and yet never actually take the necessary steps in order to become that very thing?
2. They care too much about what people think (and fear judgment in failure).
3. They mistake failure for lessons learned.
The best goal-setters know that failure is nothing more than a lesson in disguise.
4. They would rather throw in the towel than pivot.
People who give up on their goals stay entirely too attached to what their vision was at the onset, unwilling to compromise with the new information their journey has provided. They would rather chalk it all up as a failed venture than take what they’ve learned along the way, apply it, and allow their idea to change shape.
In short: they can’t let go of their original expectation.
5. They do not have the discipline to stick with their idea long enough to see it live.
Everybody wants to be “the idea guy” (or girl).
Most of the time, people give up on their goals simply because they lack discipline.
6. They get distracted by what someone else is doing.
Entrepreneurs are notorious for wanting to build the company someone else is building successfully.
7. They don’t believe in themselves enough.”