Scott McKain

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CommunicationEarlier today, Dr. Lowell Catlettdiscussed generational differeinces…It works here too!Today’s audience -- raised on learningthrough compelling stories -- desiresnarrative more than a recitation offacts, figures, and profitability studies.
The Power of StoryAct One: Introduce characters and conflictAct Two: The various efforts by thecharacters to resolve the conflictAct Three: The heroic resolution of theconflict by the characters
Page 1 and 2: Collapse of Distinction:Scott McKai
Page 3 and 4: Crothersville, Indiana!
Page 5: My parents ran the grocery store in
Page 8 and 9: “The corporation isprimarily a st
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Page 15 and 16: Destroyer #1:Copycat Competition•
Page 18 and 19: Destroyer #2:More & tougher competi
Page 20 and 21: Familiarity breedsCOMPLACENCYThe mo
Page 23 and 24: What CustomersREALLY Want.• Custo
Page 25 and 26: Cornerstone #1: CLARITYYou cannot d
Page 27 and 28: CLARITYThe truth is that you have n
Page 29 and 30: High ConceptMovie examplesCorporate
Page 31 and 32: High Concept• What makes you & yo
Page 33 and 34: High Concept• Can you describe wh
Page 35 and 36: Cornerstone #2: CREATIVITYCreativit
Page 37 and 38: CREATIVITY• Step Two: Pick a Poin
Page 39: ClarityThe FourCornerstonesCreativi
Page 43 and 44: Cornerstone #4:Customer Experience
Page 45 and 46: UCEThe Ultimate Customer Experience
Page 47 and 48: Ultimate Customer Experience• Wha

Scott McKain

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