Ok, so you’re an expert in your field, but now you need to shout about your work. How do you pitch your ideas to a business? And how can you tell stories that explain your work to the widest possible audience? These notes were presented to Assistant Professors at Trinity College, Dublin in May 2019.
Pitching – some basic rules:
- Know your audience; what’s in it for them?
- Know your facts; what have you got besides a good idea?
- Keep it simple: what are the three things you want people to remember from your pitch?
- Cut the crap; get rid of jargon, hype and cliche
- Tell great stories; about yourself and your “customers”
- Keep calm
- Practice, practice, practice
Storytelling – some basic rules:
- Know your audience; what are they already interested in?
- Make a connection: you are a character in a story, not an expert witness outside the story
- Get the basics right; stories work when stuff happens, people care and there’s a moral
- Choose your hero; tell stories about yourself and the people you want to help
- Tell innovation stories; not just “rags to riches” but “we’re on a journey”
- Grab attention; make your stories timely, relatable, unexpected and evocative
- Show and tell; make your verbal and visual story work together