Rob Wish Cruxio How To Tell Your Story In The Us
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Transcript of Rob Wish Cruxio How To Tell Your Story In The Us
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)