Designing the storytelling workshop
The portfolio investment firm LG Partners wanted to launch an interactive webinar to inform investors about their robust investment strategy. For some time, the firm had been thinking about scaling the delivery of their presentations. With the rising popularity of online presentations and classes, now felt like a better time than ever to turn their ideas into action.
To work as efficiently and effectively as possible, I designed a two-day workshop; from synthesizing feedback of previous presentations to designing slides for visual support. Since a lot of the collaboration was happening remotely, we made sure to have stand-up meetings in between each activity. That way we could stay connected and on the same page.
09:30 Weather check
10:00 Synthesize feedback
11:00 Define customer segments
13:00 Ideate the emotional journey
14:00 Define the big idea
15:00 Ideate the main storyline
09:30 Creative exercise
10:00 Review big idea and storyline
10:30 Brainstorm visuals
13:00 Design slides
14:00 Practice presentation
15:00 Feedback round
Collecting and synthesizing feedback on past presentations
Collecting feedback on previous presentation was done using a Mural. The down-side was not have physical post it notes for synthesis. The plus-sides were not having to decipher each other’s handwriting as well as not having to worry about taking pictures of physical white boards.
Defining customer segments
After articulating key insights from previous presentations, it was time to define customer segments. What are their hopes and fears around investing? What are they already doing? And what might they need help with? Dividing customers into segments would help us develop a storyline and design visuals that resonates with the right audience.
“Sure there’s a crisis, but when it comes to investing it’s business as usual.”
None (to be avoided at all costs)
Medium to high
“I want to start investing and I’ve got a lot of questions, especially with this crisis going on.”
Low to medium
“With this crisis going on, I’m not sure about my investment strategy anymore and would love some advice.”
Medium to high
“With this crisis going on, I’m not so sure about the ways my assets are managed anymore.”
Medium to high
“A lot of my relations seem worried about their asset management.”
None (but very valuable as a connector)
Low to medium
Ideating the emotional journey
When looking at hundreds of speeches, most effective presenters use the same techniques as great storytellings. By reminding people of the status quo and then revealing the path to a better way, they set up a conflict that needs to be resolved. That tension helps them persuade the audience to adopt a new mindset or behave differently.
And by following Aristotle’s three-part structure (beginning, middle, end), they create a message that’s easy to digest, remember and retell. How might LG Partners incorporate these techniques into their webinar? Doing so would allow us to remove the doom and gloom of previous presentations and convince investors to adopt a more robust strategy.
Defining the big idea
What makes the investment strategy of LG Partners unique? What needs to be the takeaway for investors? And how might we articulate this in one complete sentence? Defining the big idea was a highly iterative process that required us to build on each other’s ideas.
The big idea
Adopting a risk-diversification strategy enables investors and business owners to achieve positive long-term outcomes, even in times of an economic crisis.
Ideating the main storyline
Having defined our big idea, we could now move on to the main storyline. To make sure we implemented our emotional journey clearly and concisely, created a grid with three columns, and five rows. The columns would force us to think in terms of “what is” and “what could be” and the rows would force us to divide the big idea into beginning, middle and end.
When making coffee after our creative exercise, one of us had the idea to “wing” the visuals by going through the storyline with the help of a flip chart and a few markers. Before, we thought it would help us ideate supporting visuals. Afterward, we realized that sketching visuals on a flip chart was actually very effective in explaining concepts at a basic level.
Designing prefab “slides”
To make sure that the flip chart visuals were in line with the LG Partners brand, I went heads down and created prefab “slides” in InDesign. Moreover, the prefab slides would allow LG Partners to spend less time sketching and more time connecting with their audience.
Practicing the presentation
When practicing the presentation at the end of the second day, one of us came up with another idea. While one of the partners presents, the other one moderates. Not only would it make the webinar interactive, but it would also embody one of LG Partner’s core values: partnership.
Wrapping up the workshop
By posting the webinar online along with a summary, LG Partners hopes to inform even more investors and receive even more feedback about their strategy. Having ongoing discussions allows them to continuously improve their investment strategy, both for themselves and for others. Curious about building a robust investment portfolio? Take a look at the online webinar or the digital summary yourself (note that both are in Dutch ;)).