Secret Science of Storytelling
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Humans have been telling stories for millennia, yet ask a scientist to explain what they do and the answer is often hard to understand. As a consequence, not only does the public know less and less about exciting research projects, but investors, media and patients are also often in the dark. This inability to describe what they do often hinders healthcare startups from raising funds, attracting media attention and connecting with future customers.
But it doesn't have to be so difficult. All stories follow certain hidden structures, and discovering these structures can help orient executives, scientists and researchers toward shaping their story in a compelling way. In addition, knowing how to properly place your story in context and how to relate it to different audiences will ensure you and your story – whether in the form of an investor presentation, networking talk or recruiting pitch – will be remembered.
Using examples from journalism, big data analytics and the real world, Ryan Flinn, a communications leader at Johnson & Johnson Innovation, will share the lessons he's learned from nearly two decades as a storyteller, both as a journalist at Bloomberg News and as a media strategist.