{"version":"1.0.0","segments":[{"startTime":7.674,"endTime":9.016,"body":"Welcome to Talkin' Insights."},{"startTime":9.016,"endTime":10.277,"body":"I'm your host Antonio."},{"startTime":10.277,"endTime":18.706,"body":"Today I'm here with Lucy and Iosetta They're doing a brilliant workshop next month called"},{"startTime":10.277,"endTime":18.706,"body":"Beyond Storytelling."},{"startTime":18.706,"endTime":19.877,"body":"Thank you for being here."},{"startTime":19.877,"endTime":20.708,"body":"It's a pleasure."},{"startTime":20.708,"endTime":22.3,"body":"Thank you for being here."},{"startTime":22.3,"endTime":26.424,"body":"Can you tell me a bit more about the workshop and what's Beyond Storytelling?"},{"startTime":26.424,"endTime":27.304,"body":"Tell me everything."},{"startTime":27.304,"endTime":28.245,"body":"Absolutely."},{"startTime":28.245,"endTime":29.423,"body":"Thank you very much."},{"startTime":29.423,"endTime":36.044,"body":"Well, we've all been having storytelling training and some of us have been doing it for"},{"startTime":29.423,"endTime":36.044,"body":"quite some time, at least 10 years, I think."},{"startTime":36.044,"endTime":46.864,"body":"And whilst that has improved the way that we communicate in lots of ways and that it's"},{"startTime":36.044,"endTime":46.864,"body":"really helped, especially people in Insights, to write better reports and to do better"},{"startTime":46.864,"endTime":54.224,"body":"presentations, it still hasn't made that much difference to how much the voice of the"},{"startTime":46.864,"endTime":54.224,"body":"customer is heard within organizations."},{"startTime":54.224,"endTime":57.084,"body":"And obviously, if our role is really to bring"},{"startTime":57.084,"endTime":62.328,"body":"the voice of the people into organizations and companies and brands."},{"startTime":62.328,"endTime":67.512,"body":"We need to really work harder at our internal communications and our strategies for that."},{"startTime":67.512,"endTime":75.799,"body":"So this is really about ensuring we take those wonderful storytelling reports, some of"},{"startTime":67.512,"endTime":75.799,"body":"them are wonderful, some of them are not so wonderful, and make sure that we're really"},{"startTime":75.799,"endTime":77.84,"body":"communicating in a campaign sense."},{"startTime":77.84,"endTime":81.503,"body":"So we're actually driving those messages through internally."},{"startTime":81.503,"endTime":83.164,"body":"So that's the principle of it."},{"startTime":83.164,"endTime":84.299,"body":"And I will be..."},{"startTime":84.299,"endTime":86.761,"body":"doing it with my lovely colleague, Josetta, who is here."},{"startTime":86.761,"endTime":87.652,"body":"Yeah, hi."},{"startTime":87.652,"endTime":94.456,"body":"And Josetta is a particular specialist on ensuring that messages, you develop the right"},{"startTime":87.652,"endTime":94.456,"body":"messages to the right audiences and they land."},{"startTime":94.456,"endTime":95.407,"body":"Yeah, yeah."},{"startTime":95.407,"endTime":97.608,"body":"I think this is very interesting."},{"startTime":97.608,"endTime":108.316,"body":"It's a very interesting topic because there's a misconception, I think, when it comes to"},{"startTime":97.608,"endTime":108.316,"body":"talking about storytelling that is mostly, if not exclusively, implementation and"},{"startTime":108.316,"endTime":109.507,"body":"executional."},{"startTime":109.507,"endTime":113.111,"body":"While I think, you know, the work that we do and what we"},{"startTime":113.111,"endTime":119.314,"body":"strongly believe in is that to really make sure that the message land, you always need to"},{"startTime":113.111,"endTime":119.314,"body":"start from the strategy."},{"startTime":119.314,"endTime":129.669,"body":"it doesn't matter how big or small the project is, you need to first understand precisely"},{"startTime":119.314,"endTime":129.669,"body":"what is the message that you really want to communicate and who are you talking to, who is"},{"startTime":129.669,"endTime":130.339,"body":"the audience."},{"startTime":130.339,"endTime":135.572,"body":"So, you know, with internal comms work that we do, oftentimes the audience is internal."},{"startTime":135.572,"endTime":138.153,"body":"So it's, know, it's the stakeholders, the C -suite."},{"startTime":138.153,"endTime":141.464,"body":"And so you need to make sure that you really truly understand."},{"startTime":141.624,"endTime":144.976,"body":"them and that's not always as easy as it sounds."},{"startTime":144.976,"endTime":153.211,"body":"so, you know, I think taking the step back and really, you know, thinking about that"},{"startTime":144.976,"endTime":153.211,"body":"beyond storytelling in the sense of like, you know, start from the strategy, take a step"},{"startTime":153.211,"endTime":156.803,"body":"back, think about specifically who are you talking to?"},{"startTime":156.803,"endTime":158.233,"body":"What do you want them to remember?"},{"startTime":158.233,"endTime":164.557,"body":"Then that will smoothly lead you into the actual implementation, but that always comes"},{"startTime":158.233,"endTime":164.557,"body":"after."},{"startTime":164.557,"endTime":165.247,"body":"Yeah."},{"startTime":165.428,"endTime":169.37,"body":"And it's about thinking about once you've landed that message, what you want them to do."},{"startTime":169.534,"endTime":178.759,"body":"So really what we're doing is we're applying a lot of what we do in marketing as a"},{"startTime":169.534,"endTime":178.759,"body":"marketing agency in terms of things like calls to action, in terms of things like really"},{"startTime":178.759,"endTime":185.985,"body":"understanding your audience, and we're applying that to insights and data internally"},{"startTime":178.759,"endTime":185.985,"body":"within client organizations."},{"startTime":185.985,"endTime":188.648,"body":"So this is the training to help you do that."},{"startTime":188.648,"endTime":193.791,"body":"And kind of like almost control the narrative about what the clients are doing and what"},{"startTime":188.648,"endTime":193.791,"body":"the companies are doing."},{"startTime":193.791,"endTime":194.441,"body":"Exactly."},{"startTime":194.441,"endTime":196.392,"body":"mean, I always say, I mean,"},{"startTime":196.536,"endTime":198.957,"body":"People in insights have a lot of power, right?"},{"startTime":198.957,"endTime":201.159,"body":"They have the voice of the people."},{"startTime":201.159,"endTime":202.44,"body":"That is huge."},{"startTime":202.44,"endTime":204.761,"body":"So they can control that narrative."},{"startTime":204.761,"endTime":209.485,"body":"They can decide, they can choose what is heard within their organizations."},{"startTime":209.485,"endTime":216.929,"body":"And I think that giving people both the confidence and the ability, the skills to do that"},{"startTime":209.485,"endTime":216.929,"body":"is absolutely vital."},{"startTime":216.929,"endTime":217.57,"body":"Nice."},{"startTime":217.57,"endTime":222.142,"body":"And so basically in doing this workshop, you're also going to be talking about"},{"startTime":222.27,"endTime":227.585,"body":"what is good communication and how to deal with like what's an insight and how to control"},{"startTime":222.27,"endTime":227.585,"body":"the narrative, right?"},{"startTime":227.585,"endTime":233.85,"body":"And are you going to also showcase a bit about how to do a briefing, all those stuff?"},{"startTime":234.11,"endTime":235.401,"body":"Yeah, yeah, absolutely."},{"startTime":235.401,"endTime":244.976,"body":"You again, the briefing kind of goes back to what I was saying earlier, the strategic"},{"startTime":235.401,"endTime":244.976,"body":"phase, you know, in order to be able to deliver something good, you always need to have a"},{"startTime":244.976,"endTime":245.496,"body":"good brief."},{"startTime":245.496,"endTime":246.653,"body":"So, you know, a lot of"},{"startTime":246.653,"endTime":255.687,"body":"the work to understand that single overriding message that you want to get through is"},{"startTime":246.653,"endTime":255.687,"body":"about understanding your objectives, why we're doing this, what does it look like at the"},{"startTime":255.687,"endTime":264.004,"body":"end of it, and all that falls into ultimately a creative brief and really detailing those"},{"startTime":255.687,"endTime":264.004,"body":"specifics."},{"startTime":264.004,"endTime":270.127,"body":"So, yeah, we will cover the brief, we will cover how good communication looks like, and I"},{"startTime":264.004,"endTime":270.127,"body":"think, again, you know..."},{"startTime":270.225,"endTime":274.457,"body":"not only PowerPoint, there's so much more to it that is not just PowerPoint."},{"startTime":274.457,"endTime":281.521,"body":"We work with videos, work with infographics, we do interviews with the team, so it's so"},{"startTime":274.457,"endTime":281.521,"body":"engaging and it's so fun."},{"startTime":281.521,"endTime":287.147,"body":"so we just want to make sure that people don't think that this is just like another"},{"startTime":281.521,"endTime":287.147,"body":"session on how to create a good PowerPoint."},{"startTime":287.147,"endTime":287.778,"body":"exactly."},{"startTime":287.778,"endTime":291.75,"body":"And the technology nowadays kind of helps you to do that."},{"startTime":291.75,"endTime":297.485,"body":"There's so many interactive tools for you to use on those sessions and to use on."},{"startTime":297.485,"endTime":304.925,"body":"again on those briefings and everything that it helps you get engaged with people and"},{"startTime":297.485,"endTime":304.925,"body":"people feel something."},{"startTime":304.925,"endTime":305.605,"body":"Exactly."},{"startTime":305.605,"endTime":306.345,"body":"Exactly."},{"startTime":306.345,"endTime":307.825,"body":"That's exactly the point."},{"startTime":307.825,"endTime":308.845,"body":"That's great."},{"startTime":308.845,"endTime":310.065,"body":"So when is this?"},{"startTime":310.065,"endTime":312.805,"body":"22 of October, the first one, right?"},{"startTime":312.805,"endTime":313.726,"body":"I think so."},{"startTime":313.726,"endTime":315.186,"body":"You tell us."},{"startTime":315.186,"endTime":318.256,"body":"Yeah, I think it's the 22nd, 23rd and 24th."},{"startTime":318.256,"endTime":319.036,"body":"All right."},{"startTime":319.036,"endTime":323.026,"body":"And I think it's in the afternoon UK time."},{"startTime":323.026,"endTime":326.754,"body":"I'm not sure what time that is for everybody else, obviously, but"},{"startTime":326.796,"endTime":334.291,"body":"It's three days in a row and we'll split it up, but it will be very much a continued"},{"startTime":326.796,"endTime":334.291,"body":"process."},{"startTime":334.291,"endTime":337.543,"body":"if you join at the beginning, you're not going to want to drop out."},{"startTime":337.543,"endTime":339.085,"body":"You're going to want to do the whole thing."},{"startTime":339.085,"endTime":342.487,"body":"So make sure that the diary is blocked and you're clear."},{"startTime":342.487,"endTime":343.578,"body":"You want to clear run at it."},{"startTime":343.578,"endTime":349.322,"body":"Our colleague Simon, who isn't with us today, he'll be running the design part and he's"},{"startTime":343.578,"endTime":349.322,"body":"brilliant at it."},{"startTime":349.322,"endTime":351.633,"body":"He does a lot of trainings around it."},{"startTime":351.633,"endTime":355.502,"body":"So that's another really essential part, which we can't really necessarily."},{"startTime":355.502,"endTime":358.374,"body":"speak about too much because we're not the expert experts."},{"startTime":358.374,"endTime":363.79,"body":"But it's about the main principle is about having a holistic approach to thinking about"},{"startTime":358.374,"endTime":363.79,"body":"your communication as a campaign."},{"startTime":363.79,"endTime":366.193,"body":"And so obviously design is an enormous part of that."},{"startTime":366.193,"endTime":368.505,"body":"So make sure to listen to the full story."},{"startTime":368.505,"endTime":371.557,"body":"The beginning, the middle and the end of the three parts."},{"startTime":371.557,"endTime":373.479,"body":"Ready to spice up the storytelling."},{"startTime":373.479,"endTime":375.42,"body":"That's right."},{"startTime":375.42,"endTime":377.392,"body":"Well, thank you so much for being here."},{"startTime":377.392,"endTime":379.797,"body":"I don't know if you want to say anything else."},{"startTime":379.797,"endTime":380.738,"body":"Looking forward to it."},{"startTime":380.738,"endTime":381.719,"body":"Yeah, I'm excited."},{"startTime":381.719,"endTime":383.501,"body":"Hopefully I'll have bit more of a voice by then."},{"startTime":383.501,"endTime":394.569,"body":"Well, the links will be in the description of the episode, so feel free to click the links"},{"startTime":383.501,"endTime":394.569,"body":"and go there on the 22nd of October and enjoy the workshop."},{"startTime":394.569,"endTime":395.88,"body":"Thank you so much for being here."},{"startTime":395.88,"endTime":397.852,"body":"Thank you very much."},{"startTime":397.852,"endTime":398.612,"body":"Take care."},{"startTime":398.612,"endTime":399.072,"body":"You too."}]}