Cruxio ‐ the crux of the story(SM)

© Cruxio, Inc. 2009

How to Tell Your StoryIn the US

Rob WishnowskyChicago, October 6, 2009

Image & Identity

Concept of Success

Communication

Doing Business

Very Small Very Large

1 2 3 4 5 6 7

Degree of Difference?

New Zealand is not telling its story

well enough or in a way that

resonates with USA or UK business.

Nielson Research, 2006

Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

strength?Transmission

Transmission frequency?

Tuned between stations?

Cultural disadvantage

Differences in Transmission

Implications for Reception

Changing Your Broadcast

Image and Identity

Regional

Image and Identity

Regional

Confederacy, 1861-1865

Seceded StatesStates & Territories Claimed by the CSA

Image and Identity

Regional

Image and Identity

Globally: the model

Image and Identity

Self‐Made Achievers

National

Image and Identity

National

Image and Identity

Quiet Achiever

Image and Identity

Self‐Effacing

Image and Identity

My work is functional and reasonably strong and ok in both the microwave & dishwasher.

Self‐Effacing

Image and Identity

Symbolic

Image and Identity

Symbolic

Image and Identity

Symbolic

Image and Identity

Symbolic

Image and Identity

Symbolic

Image and Identity

Symbolic

Image and Identity

Symbolic

Image and Identity

Concepts of Success

Winners & Losers

’60 ’05

100x

200x

300x

400x

500x

600x

CEOs' Pay(as multiple of the average worker's pay)

’95’85’75’65

Source: Prof. W. Dornhoff, UC, Santa Cruz

Concepts of Success

Winners & Losers

Top 1%

Bottom 80%

Share of Capital Income

1979 2003

10

20

30

40

50

60

19931983

%

Source: Prof. W. Dornhoff, UC, Santa Cruz

(2003)

Families are not going broke over lattes. Families are going broke over mortgages.Elizabeth Warren

Concepts of Success

Symbols of Wealth

Concepts of Success

Symbols of Wealth

Concepts of Success

Status & Network

Lifestyle

Concepts of Success

Lifestyle

Concepts of Success

Lifestyle

Concepts of Success

Family

Concepts of Success

Fair Play

Concepts of Success

Source: The Marlborough Express

Concepts of Success

Fair Play

’60 ’05

100x

200x

300x

400x

500x

600x

CEOs' Pay(as multiple of the average worker's pay)

’95’85’75’65

Source: Prof. W. Dornhoff, UC, Santa Cruz and Statistics New Zealand, June 2008 Data

Paul Reynolds

Experiences

Concepts of Success

Experiences

Concepts of Success

Life Balance

Concepts of Success

ka nui tēnāThat’s enough; that is sufficient

Regional Variance

Communication

Assertive

Communication

3.0 3.5 4.0 4.5 5.0NZ

Ireland

England

Australia

US

S. Africa 8

10

22

29

41

60

Source: Culture and Leadership Across the World, The GLOBE Book of In-Depth Studies, 2007

Assertiveness Ratings(Anglo Cluster)

Communication

The Surface Matters

Communication

The Surface Matters

Communication

The Surface Matters

Communication

The Surface Matters

Communication

Caught & Taught

Communication

Performance is prized

Confident, Articulate

Communication

Loud, Proud

Communication

Communication

Big, Bright, Bold

Big, Bright, Bold

Communication

image © Betielle / Wikimedia Commons

Big, Bright, Bold

Communication

Warts & All

Communication

Few are Taught

Communication

New Zealanders don’t resent success; what we do despise, and will cut down to size, is the braggart and the show‐off.

Tall Poppies

Communication

Source: Culture and Leadership Across the World, The GLOBE Book of In-Depth Studies, 2007

Soft‐spoken; laid back

New Zealanders don’t resent success; what we do despise, and will cut down to size, is the braggart and the show‐off.

Communication

Communication

Inarticulate

Performance is risky

Communication

Understated

Communication

a bit of a problem

Understated

Communication

Understated

Communication

Specialization

Doing Business

Silos & Complexity

Doing Business

Service

Doing Business

Food Expenditure Away from Home49%

0

100

200

300

400

1966 1976 1986 1996 2006

($Billion)

Source: U.S. Department of Agriculture’s Economic Research Service, as cited by naturalresourcereport.com

37%

1956

25%

Average person 205x/yr

Service

Doing Business

Food Expenditure Away from Home49%

0

100

200

300

400

1966 1976 1986 1996 2006

($Billion)

Source: U.S. Department of Agriculture’s Economic Research Service, as cited by naturalresourcereport.com

37%

1956

25%

Average person 205x/yr

Convenience

Doing Business

Competition

Doing Business

Competition

Doing Business

Doing Business

Credentials

Doing Business

Credentials

Doing Business

Network (credentials)

Generalists (DIY)

Doing Business

Inventors

Doing Business

image © Alex Proimos / Wikimedia Commons

Accessible

Doing Business

Differences in Transmission

Implications for Reception

Changing Your Broadcast

ISTJ

ISTP

ESTP

ESTJ

ISFJ

ISFP

INFJ

INTP

INTJ

INTP

ESFP

ESFJ

ENFP

ENFJ

ENTP

ENTJ

ISTJ

ISTP

ESTP

ESTJ

ISFJ

ISFP

INFJ

INTP

INTJ

INTP

ESFP

ESFJ

ENFP

ENFJ

ENTP

ENTJ

32.1%

28.0% 9.4%

15.8%

5.3%

Among Executives Σ 90.6% Source: Type Talk at Work

ISTJ

ISTP

ESTP

ESTJ

ISFJ

ISFP

INFJ

INTP

INTJ

INTP

ESFP

ESFJ

ENFP

ENFJ

ENTP

ENTJ

50%

200%

Truthx2=400%...Really?

x0.5=25%...Really!

Oh, yeah, our technology’s pretty good.

Pity… I’m looking for

outstanding.

Research Findings: Culture

Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

Work to secure capital gain for self

Finance is important; money end in itself

Benchmark of success: capital gain

US

Work for income or passion

Values are important; money means to end

Benchmark of success: family & quality of life

NZ

Research Findings: Values

Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

Entrepreneurial attitude

Value individual wealth creation

Highly competitive; eye for opportunity & $

Small business attitude

Value independence & self-reliance (cant let go)

Highly lifestyle driven; modest aspirations

US

NZ

In a Word

Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

The Entrepreneur

The Lifestyler or Inventor

US

NZ

Entrepreneurship Education

Source: Professor Howard Frederick, Deakin University, Melbourne, Australia

US

NZ

>2000

2

How NZ Business is Perceived

Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

Lacks hunger

Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

How NZ Business is Perceived

Lacks sense of urgency

Often seen as complacent

and risk averse

Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

How NZ Business is Perceived

People are self-deprecating and

this does not win NZ any favours.

How NZ Business is Perceived

Sources: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006; Dr. Jodyanne Kirkwood, Otago University

Sources: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006; Dr. Jodyanne Kirkwood, Otago University

…admire in themselves some of the

very things other lament:

Modest aspirations

How NZ Business is Perceived

Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

The US tends to romanticize NZ...

How NZ Business is Perceived

As long as NZ businesses are willing

to learn & open to being coached,

Americans are willing to ‘show them

the ropes.’

Source: AC Nielson Summary of Findings, based on research conducted for NZTE Aug-Sept, 2006

In short, NZ has a business culture

which is perceived to be high in

human values and low in

business acumen.

How NZ Business is Perceived

Differences in Transmission

Implications for Reception

Changing Your Broadcast

Eliminate the static

Arrogantskite!

Hype and nonsense!

Eliminate the static

Oh, well, y’know, we thought we’d give it a bit of a go… and

here we are!

People root for the underdog and warm to

humility.

Eliminate the static

Good as gold, Mate!

I am not like you, and I don’t ever want to be

like you.

Eliminate the static

Yeah, well, I know this looks a bit rough around the edges,

but here’s the idea…

I am being honest and transparent.

Eliminate the static

New Zealand’s got a lot going for it, and I can be here 3 or 4

times a year…

They need to know that we can execute

from NZ.

Your presentation is a signal

About you!

Clear Point?1.

Clear Benefit?2.

Clear Flow?3.

Uncomplicated?4.

Right length?5.

The 5 Basics

Engage immediately?1.

Bite-size scenes (stories)?2.

Explain through metaphor?3.

Provide credible evidence?4.

Professional (US) polish?5.

The 5 Magic Elements

It’s hard work (not an afterthought)

Image & Identity

Concept of Success

Communication

Doing Business

Very Small Very Large

1 2 3 4 5 6 7

We must adjust (not our audience)

Powerful transmission (presentation)

On the right frequency (theirs)

That they’ll tune to (their win)

Stay on the air (follow up)