YouSaid · the spoken record

Neal Foard

lines on the record: 69
first: 2023-01-02
most recent: 2023-01-02
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“What market downturns do is they expose the fix. This is your opportunity to know that when people still have their swim trunks on when the ocean goes down, now you know more about them. It's just easier to remember this way than if I were to just say the text.”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“So, part of the preparation process is how do I cut this down to just the things I want them to remember? And by the way, it's no sin to stand up in front of a room or any size group and say, listen, I'll say a bunch of things, but I just want you to remember these three things. If you walk out of here and you remember these three things, this will be worth it. That's a nice service where somebody's going to tell you ahead of time what you should be listening for. And then when they hear it, they go, okay, I got it. There's another element when it comes to this idea of what's memorable. This is when we return to the idea of stories stories are vastly more memorable. It's how we are tuned to package information. Bullet points are from memos, not for presentations. Bullet points are overrated as a way of containing information. If I wanted to make certain kinds of points, it is useful to explain how it is that you came to believe something. The same way that Warren Buffett is able to communicate, market downturns are not all bad.”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“About terminology and pronouns and that sort of thing. But if you don't know that, if you have the same pattern with a 75-year-old that you're doing for a 25-year-old, you haven't done sufficient research to understand how you're likely to be received. So that's the first thing. Who are you speaking with? Know enough about them. The second thing that you would be doing to prepare is to say, my job here is to benefit them. Therefore, I'm going to try and package this information in such a way that it's easily remembered. What often people will do is they think that it's preparation to make sure that they've covered every point that they want to do so they'll do a lot of bullet points. Essentially, they do a data dump. And unfortunately, this is a disservice rather than an aid to the audience because by overloading the audience with too much information, you have actually created a scenario where they won't remember anything. Imagine juggling three balls. That's manageable. Juggling five balls, all the balls fall. And that's the truth of overloading audiences with too much information.”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“Preparation, I think, is something that people really underestimate. And I don't mean preparation in the form of rehearsing what your act, but preparation in terms of doing a sufficient research about who you're speaking to to know what it is that drives them and what they really want. Your number one mission in any kind of presentation is help them deliver something of value. Give them something to walk away with where they feel like that was worth it. I'm glad I showed up here. That means that you have to know what they want. What will benefit them? As you know, there's going to be a very big difference between a group of 40-somethings who are starting to get into some pretty big earning years and looking for ways to make money and a group of 75 year olds who are trying to protect their nest eggs. There's a difference of ambition. Not only that, but because they come from different age cohorts, they respond differently to mentions of celebrities. And likewise, a baby boomer is a lot less sensitive.”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“This is how ancient this is, Ted. It's no accident that storytelling contains power because it's just baked into our DNA. If you don't mind my just staying on this subject, the difference between sales and marketing is that sales is asking for a date, but marketing is why they say yes. Everyone is subject to confirmation bias. That is, if they like you and they think you're smart, and then they're going to discount the evidence that doesn't agree with you. You are trying to achieve confirmation bias in any presentation, and the best way to do that is with a story. It's the most attention getting, it's the easiest to listen to, it's the one that doesn't fight their patience. They're riveted and engaged instead of impatient and exhausted.”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“Just listening to him, you think. That's an intelligent person, and not one that's ego driven. It was almost a Will Rogers style message. It's just so much easier to internalize a message when it comes in the form of a story, because it's the most ancient of all the art forms. We as a species used to sit around the campfire hundreds of thousands of years ago, there we are around the campfire going tomorrow we will hunt the bison, and this is what will happen. They create these myths and they rivet each other's attention. In Viking culture, when there was a big raid and it brought back lots of treasure, they would pay an orator, a poet. Whoever was the big chieftain would pay the poet a lot of money to create an epic poem about them, so that it would create this myth, this mythology around them.”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“Terrific investor quote, and what it means is that when market conditions worsen and things go a little bit south, what remains are the ones that are legit and the ones that are not legit get exposed, literally. Warren Buffett could have said it that way, or they could have spun it in this really neat little analogy where it creates a vivid image in your mind. And what happens is you look at Warren Buffett this way. You go, he explains things simply. That is a very intelligent man. So it's not just that he's got...”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“It's a really significant thing for an executive to be good at selling their message and their agenda. It really is because consider they are growing in consciousness of the power of belief in their company mission for their own people to be more engaged. Anybody who's in the hotel business or the restaurant business, they understand the attitude of the staff has everything to do with the satisfaction of the customers. And the way that you make a hotel staff highly engaged is they believe in what they're doing and they love their company and they want to communicate that to the world. When the chief executive can make you feel this is a brand that you can believe in, they go out into the world with a different attitude. On your website, Ted, you have this wonderful quote from Warren Buffett. And the quote is only when the tide goes out do you discover who has been swimming naked?”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“Understand the economic impact of communicating to the world that this is who you are. I put in my easily ten thousand hours doing presentations. And just like stand-up comedians who tune up their act on the road bombing night after night and finally arriving at that place where they think they kind of get it about what works and doesn't work. I went through the hard knock school of presenting thousands and thousands of times while watching the faces of the audience and saying, okay, that didn't go over. How do you do this? It's funny. There is an art form at work eventually. I started taking on clients in the C-suites because it started with some of the Sachi senior executives would have me tune up their presentations and then later when I was in Silicon Valley, executives would often come to me and say, hey, listen, can I run this bio? That's turned out to be a pretty good source of income for me.”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“I came from 25 years in advertising where I was working for some of the world's biggest ad agencies. I was in the creative leadership side of the business. I would be the creative director that was trying to manage the messaging for a brand like Budweiser or Toyota or Sony. And in the later part of my career, I actually specialized in business development. We were pursuing large global accounts like Samsung on a global level. When I was with the global ad agency, Sachi and Sachi in New York, because our teams got kind of famous for how well they presented their material, they made me the worldwide ahead of creative education, which at its core was really just a storytelling school. And the reason it was so important to them was when you are an advertising agency, you really are not showing off a physical product. You're saying, this is an idea and I need you to understand it. And I need you to grasp what is likely to happen. I need you to feel the same thing the audience would feel so that you.”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“When I walk up to her and I order a drink, she looks at me through the smoke, she's sizing me up. The whole thing about the cigarette is just a way of giving her the opportunity to be powerful and characteristic. When she blows out the smoke at the end, well, you may applaud. It just adds to her air of fatalism. I've seen more than you can imagine. And when I pay it off at the end, it turns out she wasn't an employee of the hotel. She was just having a drink with a stranger, those beats, those details. Any story really shouldn't be a long description of an environment, but if you are going to describe the environment, the points that you describe should have a reason for appearing. If I say the booze is illegal, why does that matter? Well, because it turns out that's why it's out there. It's not back behind the counter.”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“Is there forming the images, and because they're forming the images, this is a way for them to remember what's happened. The great thing about stories is people are often able to recite them. There's no way I could give you fifty pieces of data and have you remember them later, but in a story they can remember the basic arc of it, and it's memorable in that way. They can repeat it. It's got a fairly simple beginning. I botched a business meeting. Probably was going to lose my job. I couldn't sleep. I decided to go down in the bar. I was a little surprised, happily, that there was somebody there. In this case, what I've chosen to do is portray the character of this woman with a certain description so that it populates in your head as a vivid image. I don't know whether you think the woman is attractive or not, but I know you know this. She's tough, she's a smoker, she's got a tattoo on her hand, and she's alone in a bar at two in the morning.”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“I had the benefit of that happened to me, the beauty of it is that you can recall events in your mind pretty vividly, and now all that's important as you say, okay, what do I want to make sure that people here so that they can get to the same emotional space that I was in? For example, one of the beats of the story is the opening is me falling flat on my face. And even though that does seem to surrender a little status on my part, everybody can identify with that moment. They all say, yes, something similar has happened to me. The next piece of action is, okay, so there I am. I'm frustrated and I can't sleep. And so I'm thinking, well, maybe the hotel bar is open. You're thinking, okay, well, he's going to do something to try to relieve his pain. So here we are in a hotel bar at one or two in the morning. In the mind of the listener, they're with you. They understand where you are, and they've got an image in their head. And the beauty of storytelling is its theater of the mind.”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“Now, as it turns out, she was not an employee of the hotel. She was a guest just like me. She had come down same time, found the liquor cabinets completely locked, and the only thing there that was available was this bottle of illegal booze that was under the counter. So that's why she brought up this rough.”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“Thinking, hey, what does that say on your hand there? And she says takes the drag off her cigarette. twenty thousand years ago odds are good, get killed by a tiger or a bear, or fall through the ice. And we learn to freak out as a species because everything was trying to kill you, and we survived because of this, but now we have a bad meeting. We freak out. But you know, it's not going to kill us, okay? So tattoo says Namatigresa there is no tiger. And I looked at her like she was reading my mind and I said, I think you may be the greatest bartender in Chicago. And she takes a big drag off her cigarette and goes You may applaud”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“As I go down there and go up to the bar, I order a gin and tonic. This was back when you could smoke in bars, by the way. So she had one going. Big thick cloud of smoke. She sizes me up through the smoke. And I said, genitonically, she goes, yes, you could have something dull and unremarkable. Or you could have the best vodka in the world. Up to you. So I said, well, I'll take the best vodka in the world. She takes another dragon and cigarette and she says, you don't mind maybe if it's slightly illegal. And I what? And she says, ah, it's got a blade of grass in it from Poland. This makes the customs people wet the beds. So I go, I know, I'm good for it. She goes, okay. So she pulls out two glasses and she sets them out and she pours me just a straight vodka almost up to the rim. And for herself, she does the same. Okay. Is this how they do it here? We toast each other. And when we clink glasses, I can see on her hand.”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“Please enjoy my conversation with Neil Ford Neil, great to see you. Hey, nice to see you too, Ted. Thank you for having me on. I thought it'd be fun as we're going to discuss storytelling to just have you open by telling a story. I was in Chicago doing a very large presentation to an enormous client. There were 300 people in the room. My bosses were in attendance. And oh my Lord, I just blew it. I blew it so badly. I was pretty sure I didn't have a job in the morning. And so I'm staying in this hotel. It's a very fine hotel in Chicago and it's late at night. It's about two in the morning and I just couldn't sleep for obvious reasons. And I thought maybe the bar's open. I'll go down and drown my sorrows. So I walked downstairs in the hopes that it's open. And sure enough, the light's on. Now there's nobody there except this woman bartender, tough looking. She's like Polish. She looks like she led a shipyard strike against the Soviets.”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“Groups, improving on video, practicing, and working with nervous anxiety. We close with another of Neil's fun stories, this time leaving out the breakdown to apply what you learn. I hope Neil's gems help you improve the stories we deliver and listen to every day in our personal and professional lives.”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source
“Guest on today's show is Neil Ford, a 25-year advertising and marketing executive who specializes in the art of storytelling. Neil's ranked among the top 10 most awarded creative directors in the world. He served as the worldwide director of creative learning at Sachi and Sachi and developed award-winning campaigns for the likes of Budweiser, Lexus, and Sony. Most recently, Neil Coach's C-suite executives is CMO for Within Inc. and has built the following on social media for his brief inspirational videos about the kindness of everyday people. Neil launches into our conversation with one of his stories about kindness and then breaks down its components. We turn to the process of telling a story, including preparation, the arc of a story, and audience engagement. Neil shares tips he gives executives for presenting to small and large”
2023-01-02 · Capital Allocators · Neal Foard – The Art of Storytelling (Capital Allocators, EP.290) · IDENTIFIED FROM THE TRANSCRIPT · source