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Influence, Storytelling and Story-Mapping April 20-21, 2016 | San Francisco PRODUCT HABITS WORKSHOP Schedule

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Influence, Storytelling and Story-Mapping April 20-21, 2016 | San Francisco PRODUCT HABITS WORKSHOP Schedule PRODUCT HABITS WORKSHOP Influence, storytelling and story-mapping April 20-21, 2016 | San Francisco PRODUCT HABITS WORKSHOP Schedule TIME EVENT LOCATION Wednesday, April 20, 2016: Workshop (8am - 6:00pm) 8am - 8:30am Registration & Breakfast Robertson Foyer Registration on ground floor of MBCC and then breakfast in Robertson Foyer 8:30am - 8:45am The Connection between Storytelling, Robertson 1 Story-mapping, and Great Customer Experience Phil Terry 8:45am - 1pm Storytelling to Influence Robertson 1 Thaler Pekar 1pm - 2:30pm Lunch Fisher Join CG Council members for lunch - mingle and connect with great leaders! 2:45pm - 4:30pm The Councils: General Session Robertson 1 3:00pm - 4:30pm Performance Breakthrough: Culture, Creativity, and the Competitive Edge—An Interactive Keynote Cathy Salit 4:30pm - 6:00pm Cocktails Robertson Foyer More time to mix and mingle with incredible leaders from companies like Apple, Google, Amex, Intuit, USAA and more! Thursday, April 21, 2016: Workshop (8am - 5pm) 8am - 8:30am Breakfast Fisher 8:30am - 1pm Story-mapping for Product Design Fisher Jeff Patton 1pm - 2:15pm Lunch Fisher 2:30pm - 3pm Moderated Discussion Fisher Moderated discussion with workshop leaders led by Jana Eggers, followed by deep dive breakouts on either Storytelling or Story-mapping (guidance on track selection provided during discussion) 3pm - 5pm Breakout sessions Fisher 1 group with Thaler on storytelling, 1 group with Jeff on story-mapping 5:30pm - 7pm Drinks at Mission Rock* Mission Rock Resort Close the workshop with your fellow attendees and discuss learnings over drinks. 817 Terry A Francois Blvd San Francisco, CA 94107 *Cash bar PRODUCT HABITS WORKSHOP This workshop is a practical, 2-day intensive that will teach product managers how to tell a story around an unmet customer need and tell the right story that animates and focuses the team and company on the things that matter. It takes customer insight and turns it into power inside organizations. Great companies have a customer story that they consistently share and that guides them in their thinking. That story is supported by smaller stories: stories about a particular product line, about particular customers, about particular teams. Product managers are storytellers and need to keep asking “do I understand my customers and their story?”; “Can I tell that to stakeholders in a way that matters to them?” No matter what, product managers need to keep asking, “what is the story here?” “What is the most basic customer story that we need to focus on and solve?” Welcome! Workshop Point of Contact: Britany Crown 303-917-6203 Should you need anything, please don’t hesitate to reach out to Britany! PRODUCT HABITS WORKSHOP Agenda Introduction: Wednesday, April 20, 8:30am - 8:45am The Connection between Storytelling, Story-mapping and Great Customer Experience with Phil Terry Product managers need to be good storytellers - after all, a great product is not a set of features, rather it’s a great and simple story. Think Apple’s first iPhone. Think Shake Shack. Think Airbnb. In this segment, Phil Terry, co-author of “Customers Included” and CEO of Collaborative Gain, will set the context for this two-day workshop. He’ll briefly talk about storytelling, story-mapping, and creating a great customer experience. Session 1: Wednesday, April 20, 8:45am - 1pm Storytelling to Influence with Thaler Pekar What it is, Why it Matters & How to Use it with Customers & Colleagues 1. What is Story 3. The Science of Story 2. Why Story Matters 4. Stories are Invitational • Trust • The Hero’s Journey • Memorable & Repeatable • Imagine If • Tangible & Bearable 5. Narrative Leadership • Values & Complexity • Small Stories & Big Narratives Session 2: Wednesday, April 20, 2:45pm - 4:30pm The Councils: General Session Join the Councils General Session with leaders from companies such as Apple, Charles Schwab, Warby Parker and Dropbox. Cathy Salit will lead an interactive session based on her New York Times bestseller and the work Performance of a Lifetime has done to help companies like Twitter and American Express use the art of storytelling to build great products. PERFORMANCE BREAKTHROUGH: Culture, Creativity, and the Competitive Edge An Interactive Keynote by Cathy Salit Whether you’re a new product manager or have been a chief product officer for some time, performance is critical to your success. Cathy Salit uses that word in a particular way. She literally means performance. The good news, Cathy Salit says, is that even though you might not have been onstage since you played a tree in third grade, you — and all humans — have an innate ability to perform, pretend, improvise, and tell stories. Tapping into this ability is key to learning and growing in new, exciting and profound ways. PRODUCT HABITS WORKSHOP Agenda Session 3: Thursday, April 21, 8:30am - 1pm Story Mapping for Product Design with Jeff Patton Using Story Mapping to visualize and improve your customer’s stories Agile stories in product development • Agile stories are misunderstood and misused • Building shared understanding • Maximizing product outcome and impact • Story maps visualize and decompose users’ stories 1. Visualize a negative product experience • Story steps • Goal level • Emotions: pains, rewards • Context and useful facts Tell and visualize your negative customer experience 2. Find ideas to improve your product experience • Identify places for improvement: pains to remedy, rewards to amplify • Ideate: brainstorm solutions • Prioritize solution ideas Brainstorm ideas to improve your negative product experience 3. Imagine a new product experience • Map the experience your customers should have • Start with steps — Layer in emotions — Retell your customer experience Rebuild your product experience 4. Test your ideas by sharing your product experience • Tell the “now” story to explain the problem • Tell the “later” story to explain your solution • Assess your listener’s response Brainstorm ideas to improve your negative product experience Test your new product experiences Reflect 1. How might this approach help you design and communicate your product ideas? 2. What problems doesn’t this approach solve? 3. What would you add or change to improve this process? 4. What’s your “light bulb moment” for this workshop? PRODUCT HABITS WORKSHOP Agenda Session 4: Thursday, April 21, 2:30pm - 5pm Moderated discussion with Workshop Leaders led by Jana Eggers & Deep Dive Breakouts Moderated by Jana Eggers, CEO of Nara Logics, this segment explores why having a strong narrative is important for story-mapping through a moderated discussion between Jeff and Thaler. They will examine what each has learned from the other and how it relates. Most importantly, it will illustrate the disconnect that occurs between not knowing a customer and therefore not being able to tell their story and why it ultimately leads to failure, or a map with no story. After the discussion, you will take one of two tracks, either a deep dive into “How to further develop your customer story” (by both asking for and sharing stories, and planning for both) or a deep dive into Story-mapping and how it can be used in your current work. )LQGLQJ'HYHORSLQJ 6KDULQJD6WRU\ How might your listener need to feel in order to take the action you wish them to take? Do you have a story about a time when you felt that way? What is the big, purposeful narrative that your organization is sharing? What small stories support and encapsulate that narrative? Ask, “Tell me about a time when…” Probe for experiences and emotion. $ JRRGVWRU\KDVDGHëQLWLYHEHJLQQLQJPLGGOH and end. Know the last line of your story. 6HW\RXUVWRU\ëUPO\LQWLPHDQGSODFH establish the Where and When at the start. Good stories contain engaging emotional and sensory details. How do the elements in your story feel, look, taste, or smell? Story begets story. Share your story and shush up – you are likely to hear a story in return. Ask, “Does that story remind you of anything…?” Share stories so as to make your communication concrete and tangible; illustrate values; and make your ideas memorable and spreadable. thalerpekar.com 917-502-9010 @thaler © Copyright 2016 Thaler Pekar & Partners. All rights reserved. )LQGLQJ'HYHORSLQJ 6KDULQJD6WRU\ How might your listener need to feel in order to take the action you wish them to take? Do you have a story about a time when you felt that way? What is the big, purposeful narrative that your organization is sharing? What small stories support and encapsulate that narrative? Ask, “Tell me about a time when…” Probe for experiences and emotion. thalerpekar.com 917-502-9010 @thaler © Copyright 2016 Thaler Pekar & Partners. All rights reserved. )LQGLQJ'HYHORSLQJ 6KDULQJD6WRU\ $ JRRGVWRU\KDVDGHëQLWLYHEHJLQQLQJPLGGOH and end. Know the last line of your story. 6HW\RXUVWRU\ëUPO\LQWLPHDQGSODFH establish the Where and When at the start. Good stories contain engaging emotional and sensory details. How do the elements in your story feel, look, taste, or smell? thalerpekar.com 917-502-9010 @thaler © Copyright 2016 Thaler Pekar & Partners. All rights reserved. )LQGLQJ'HYHORSLQJ 6KDULQJD6WRU\ Story begets story. Share your story and shush up – you are likely to hear a story in return. Ask, “Does that story remind you of anything…?” )LQGLQJ'HYHORSLQJ 6KDULQJD6WRU\ Story begets story. Share your story and shush up – you are likely to hear a story in return. Ask, “Does that story remind you of anything…?” Share stories so as to make your communication concrete and tangible; illustrate values; and make your ideas memorable and spreadable. ,QYLWDWLRQDO,QFOLQHè Share stories so as to make your communication concrete and tangible; illustrate values; and make your ideas memorable and spreadable. INTERNALIZATION IDENTIFICATION thalerpekar.com,QYLWDWLRQDO 917-502-9010 @thaler Communication© Copyright 2016 Thaler Pekar & Partners. All rights reserved. COMPLIANCE INTAKE thalerpekar.com 917-502-9010 @thaler © Copyright 2016 Thaler Pekar & Partners. All rights reserved. DATA KNOWLEDGE INFORMATION UNDERSTANDING thalerpekar.com 917-502-9010 @thaler © Copyright 2016 Thaler Pekar & Partners.
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