Entrepreneurship

Communicate Like and Entrepreneur

Mushtak Al-Atabi

Outline

Entrepreneurship and Communica4on

Communica4on Media
SUCCESS Framework
Simple
Unexpected
Concrete
Credible
Emo4onal
Story Telling
Simula4on

Entrepreneurship & Communica9on

Entrepreneurship is all about people and how
value is created and delivered
An Entrepreneur needs to communicate to
Financiers- Communicate the Business Poten4al
Customers- Communicate the Value Proposi4on
Employees- Communicate the Vision & Mission

Entrepreneurship & Communica9on

So why communicate?
To have an impact and to change behaviour
Customer: purchase, register, donate
Financier: grant a loan
Employee: serve customers beJer

When is communica4on successful?

Intended message is received by the intended

audience
Intended message stays in the minds of the intended
audience
Desired Behavioural Change takes place

Communica9on Media

Verbal
Printed Text
Visual
TV
Social Media

SUCCESS
Simple
Unexpected
Concrete
Credible

Emo4onal
Story telling

Simula4on

Simple

Strip your message o to the core

Simple = Core + Compact
Make it available in memory
Use pictures, songs, etc..

Diarrhea
2,000,000 Million Children Deaths per year
hJp://www.unicef.org/wash/index_31600.html

Deaths can be prevented with Oral Rehydra4on Solu4ons

Diarrhea- Simplied
ORS= 1 teaspoon salt + 8 teaspoons sugar + 1
glass of water
We shall improve this message as we go on

Unexpected

Surprise brow
People are bored if they know the answer
Sta on training
Magic boJle
Radio in a pocket

Concrete
Gravity
Teaching subtrac4on- concrete vs non-
concrete
Pictures, pictures, pictures
Bring it to life- how fast is your computer?
How heavy is a 3.5 kg?

Diarrhea- Simple and Concrete

ORS= 1 teaspoon salt + 8 teaspoons sugar + 1
glass of water
Mix it in front of the audience. Make simplicity
concrete

Credible
People need to be able to believe the
message. This is called credibility.
Credibility is built through track record,
achievements, qualica4on and endorsement.
If you do not believe that insurance company
will pay your hospital bills when you are sick
you will not buy health insurance.

Diarrhea- Simple, Concrete & Credible

Millions of children are dying of diarrhea
every year.
ORS= 1 teaspoon salt + 8 teaspoons sugar + 1
glass of water
Mix it in front of the audience. Make simplicity
concrete
Drink it!

Credible
Barry Marshall, the Noble-winning scien4st no
one believed

Barry Marshal- Credibility Crisis

Emo9onal
It needs to be personal
Connected to the audience
Use names and simple everyday details

This is Akila
She is 4 years old and she likes her school
When she grows up she wants to be a teacher
She is one of the children who were saved by
the Oral Rehydra4on Solu4on
You can contribute to helping other
children like her
ORS= 1 teaspoon salt + 8 teaspoons sugar +
glass of water

Story Telling

Simula9on
An opportunity to try the Value Proposi4on
Free trial
Samples

Finally
SUCCESS is a general framework
You can use it to improve your presenta4ons
You can even use it in your personal life