Solutions: The Tale of Two Stories – Engaging Multiple Audiences

Thanks for taking the time to complete the challenge after the Tale of Two Stories video. Here are the solutions:


1. The type of storyline you should use for your communication is determined by…
All of the above. This is about finding your storyline sweet spot.  What is the message you wish to convey? What is your objective? What data do you have? Who is your audience, what are they like and what sort of information do they need? What end product would be best? All these come together to determine your storyline sweetspot.

2. Using two different storyline patterns for one story indicates…
That your audience truly does fall into two distinct groups with differing requirements.

3. What are the two broad storyline types and their key differences?
The two types are deductive arguments and logical (inductive) groupings.
A deductive argument has a governing idea supported by deductive reasoning, i.e. a series of premises leading to an implication. Logical groupings have a governing idea supported by ideas of the SAME logical kind (steps, reasons, etc). Those supporting ideas are MECE. The conclusion of a deductive argument is certainly true; the conclusion of a logical grouping is probably, but not certainly, true.

4. What is the basic 5-step process we recommend you use when creating a storyline?
Get started; Build an Introduction; Articulate the Answer; Map the Storyline; and, Test the Logic.

5. What are three core questions you should ask yourself when creating a storyline?
What is your objective? Who are your audience (or audiences)? and, What type of end product would suit?

6. At what stage in the process should you decide whether to use two storylines rather than one?
Any time, so long as you are confident that you have two different audiences with distinctly different needs. They most important thing is to think carefully about the needs of your audience or audiences and address those. If you are clear at the start that you have more than one audience and those audiences have different needs, map out alternatives right away. If this is not obvious at first, and occurs to you during the process, then reorient your efforts then toward multiple storylines.

7. How would you determine what type of storyline is best for any given communication?
Map the alternatives so you can make strategic choices as to what works.

8. For an audience wanting to know what to do and some detail on how to do it, you would use…
A deductive storyline, supported by logical groupings. This would allow you to present information about both what to do, and how to do it. The implication, on the right hand side, will tell them very clearly what to do; it will be supported by recommendations on how to do it. This is very appropriate when you need to take the audience on a journey to convince them of the correctness of the conclusion.

9. If the same audience needed to know why they should act AND what to do, you would use…
A logical grouping. This allows scope for you to  include a lot of detail about what to do, as well as a general statement as to what they should do.

10. Can you think of an upcoming situation where it might be best for you to use two storyline patterns for one set of information? Elaborate as to why.
Think hard about the answers to the three core questions before you respond to this…



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