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「服務他人是你住地球應該付出的租金。」– 穆罕默德‧阿里 (拳擊手)
"Service to others is the rent you pay for your room here on earth." -- Muhammad Ali, Boxer
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Four P's Strategy

說故事前想一想,你的聽眾是誰?他們可能知道什麼?資深全球行銷專員兼新創投資者Mário Ferreira認為,Apple、Samsung、Nike等大企業能在市場中脫穎而出,靠的就是好的說故事技巧,他分享了說故事的Four P’s Strategy。

Four P's: People, Place, Process, and Product

People
假設你要準備的是商務報告,在你的故事中,誰是你重要的key man?

可以這樣思考:
Who at your company developed something to share and what was their thought process?
誰是公司裡的開發者?他們的思考過程是如何?
Who are the people behind the scenes who have interesting roles but are often unseen?
誰是左右公司的幕後要角?

Place
事件發生在哪裡?

可以這樣思考:
What showcases brand value?
品牌價值會在哪裡展現出來?

Process
整個事件的走向如何?

可以這樣思考:
What does it take for your product or service to come to life?
這項服務上市的成本為何?
How does your brand think?
你的品牌有什麼想法?

Product
最後也是最重要的cue,帶出你的商品

可以這樣思考:
What’s the reason behind making the product or service?
這項產品或服務是因為什麼原因而誕生?

__________________

CEO這樣說故事

以下節錄一小段Brian Chesky在CNBC的訪談,此段主要講述Brian Chesky認為旅遊業寒冬已過,大眾已經漸漸在後疫情時代中,產生的新的旅遊型態。

BRIAN CHESKY: I think it’s safe to say that winter is now over. It’s pretty crazy to think one year ago, we had seen a precipitous drop in our business about 80% in about eight weeks. Well now, we’re starting to see a really big rebound. And what we’re seeing is when people are vaccinated, they’re traveling again. So to give you a sense, seniors, people over the age of 60 on Airbnb, searches for summer travel and Memorial Day Weekend are up 60% just between February and March. So we’re starting to see people wanna travel. It’s the out of door, out of home activity they miss the most. When they can travel, they do. And the other thing we’re seeing is people aren’t going to the same places they used. Airbnb, we’re very much known to be an urban brand. You use Airbnb to stay in cities. Well now, a lot of our growth is in rural areas, small towns and even entry points at national parks. So, for example, our searches in the last month for rural destinations are up 40%. So those are just some of the things we’re seeing. I do think once the world reopens, cities will come back. But it’s not gonna be a shift back to cities. It’s gonna be a redistribution where people are going from traveling to 100 cities to truly traveling everywhere.

就以上節錄,試著歸納出這段談話的Four Ps
People:____
Place:_____
Process:____
Product:_____


參考影片連結:
https://www.cnbc.com/video/2021/04/16/airbnb-ceo-on-the-campaign-to-attract-more-hosts-as-demand-surges.html

 

 


參考資料:CNBC、Linkedin

本文收錄於英語島English Island 2021年6月號

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