2020Idea 是一切的起源.ppt

Five Step Model Act Adopt Present Prepare Plan Accept Understand Listen People are More Likely to Listen to Someone who: ? They respect and trust. ? Is enthusiastic. Believes in the idea. ? Given them an idea they value. ? Speaks in a language they understand. ? Makes them feel comfortable. ? Dresses and behaves in a way that is generally in keeping with their expectations. ? Presents in a lively way. ? Knows when to stop. ? Is clearly organised ? Shows the idea clearly ? Explains and interprets it ? Emphasises key and difficult points ? Brings the points to life ? Encourages and responds to questions Listeners are more Likely to Listen to a Presentation that: ONE CORE IDEA OUR MAIN MESSAGE Many different possible elements data, background, experiences ideas, structures, insights supports, etc. THE CORE IDEA Support ideas that can expand or defend the Core Idea in ever greater detail REPORT / INFORM FORMAT ? Subject ? Background ? Information index (what Im going to tell you) ? Information ? Recap / Summarise (what Ive told you) ? Meaning / action what I want you to do or understand as a result Report / Inform Example Subject Understanding Consumers in Asia Pacific Background New Young Adult study pilot in Singapore, Hong Kong Kuala Lumpur Information Index Emergence of a much greater degree of tension since last study Information Independence Engagement Individualism Communalism Optimism Frustration Self-Determination Fatalism Global outlook Local pride Recap How these greater degrees of tension resolve themselves will influence how the young respond to brands Meaning We need to monitor this carefully Persuasion: Problem Format Problem Negative Conditions Evidence Summary Idea and Action Persuasion: Problem Format Problem Negative Conditions Evidence Summary Idea and Action Brand sales dropping * Losing distribution * Losing margi