Some topics are complex.

Politics, data management, science & innovation, sustainability, EU funding, are abstract topics.

Each of these topics require a certain background knowledge to make sense.

Without this background knowledge, you'll find them hard-to-understand, and frustrating to listen to.

And even the most curious individuals and professionals cannot have a background knowledge in every domains.

This is true for technical specialists, for managers, for stakeholders, and for educated citizens.

However, it is possible to inject this background knowledge into a story to make the explanation process logical, captivating, and informative.

No matter how technical and complex a project, there is a step-by-step method we can follow to make sure a non-specialist understands.

The structure we teach is used by organisations across all aspects - from the massively successful World Economic Forum to the entire creative advertising industry.

It relies on a series of logical steps that helps the brain process and understand the information in the most efficient way possible. Because we match this brain process, our story works.

There is no magic behind great presentations and great stories. There is the application of an exact formula that allows information to be fixed in the mind.

The result: the capacity to create impactful reports, brief our colleagues better, create powerful videos and presentations, and plan what to talk about on social media.

Without ever sounding like a marketer or a salesman.

... any professional who has to deal with high-level abstract information, and feel they don't have the impact they deserve.

Scientists, Policy & Experts Programme managers Project managers Comms specialists Admin Support staff

BEFORE THE WORKSHOP Understand the main concepts by following an ELearning module with exercises.

Total time 90 minutes, including videos and exercises.

Chapter 1: We are all exposed to a lot of technical information - from plane pilots to any professional working in an office (30 minutes).

1.0 - intro "Too much information” - 1mn.

1.1 - Why we struggle with information - 4mn.

1.2 - The "Curse of Knowledge" - 6mn.

1.3 - SURVEY answer + Next steps - 2mn.

1.4 - How pilots deal with the Curse - 5mn.

1.5 - A €3 million project loses its chance - 4mn.

1.6 - A technique for live presentations - 7mn.

1.7 - RECAP - of the main notions - 2mn.

Chapter 2: What makes a good story (learning) and a bad story (confusing) (42 minutes)

2.0 - "What makes good and bad stories?” - 2mn.

2.1 - Why are we bored by technical info - 13mn.

2.2 - Optimise the beginning of the story - 5mn.

(survey) 4 questions to evaluate if the story works

2.3 - Make sure the introduction works - 5mn.

2.4 - EXERCISE: reverse-engineer a story - 9mn.

2.5 - DEBRIEF OF THE EXERCISE - 5mn.

2.6 - RECAP of the chapter - 3mn.

Final exercise before the workshop:

Write your own first story using a digital template 15 minutes

09.15 - 10.00: Chapter 3: How to write a captivating introduction

10.00 - 10.45: Chapter 4: Work on your story

10.45 - 11.15: Chapter 5: The formula is everywhere

11.15 - 12.00: Chapter 6: How It Works (5/6/7): building trust

12.00 - 12.30: Chapter 7: how to add credibility with numbers

12.30 - 13.00: Chapter 8: how to inspire people

After the workshop, participants have access to 2 additional modules in ELearning, covering the following concepts:

Chapter 9: How to use the formula as a full strategy of communication

Chapter 10: How to plan your next steps as a professional

This course is currently noted 9.0 out of 10 - by 240+ engineers, scientists, policy officers, project managers, diplomats and civil servants.

In the link below you can access the complete feedback report, in real-time. Latest update: @November 29, 2022

Former participants came from a wide variety of fields including medicine, regulation, administration, project management, communications, legal, data management, science, finance and events, AI and environment, policy, budget and finance, engineering, legal, ICT, innovation and food.

The system we use to present technical information is based on a formula to write clearly.

When we talk about “storytelling”, what we are really saying is “ordering information in a structure that a listener will recognise and understand”.

Movies, books, music even, all respect patterns of stories. They have an introduction, a development, and an end.

If you were to analyse a dozen movies, scenes by scenes (a job scriptwriters actually do); you would start seeing that underlying pattern.

Even a fairy tale has a structure. It’s usually chrono-logical, and this is why it starts with “once upon a time”.

Some people confuse the word “story” and fairy tales, or marketing or “creativity”.

It’s a mistake.

Fairy tales are a certain kind of stories - in the same manner that a documentary about the Higgs Boson is another kind of story.

In this course we developed a structure for technical information - that it draws heavily from the best press articles and documentaries.

It is unique, but you could find similitudes in these products.

During the course we spend hours learning and practicing this structure, until it becomes intuitive for you. Until you can write anything with it.

Once we have a story, we can turn it into “tools of communication” used at work, like emails, executive summary, videos, Powerpoint presentations, press releases and even full webpages…

Think of this formula as a cooking recipe - if we follow the recipe, and add the right ingredients, we cook the same dish than on the picture.

When we write a story using this process - we make sure that each information articulates with other ideas in the story. It works well together, and help us explain, convince and inspire non-specialists.

10 STEPS TO CREATE UNDERSTANDING

The formula has 10 steps, divided into 3 sequences, and each step makes a logical progression in the story.

The first sequence has 3 steps. It is built to inject knowledge into the mind of the listener so that even without any previous understanding of the topic, the person can follow the rest of the story.

It is probably the most important part of the entire story. If this introduction works, we can expect a listener or reader to continue reading, listening or watching. If it doesn't work, the person will decide in less than 15 seconds to do something else instead.

By layering the details correctly, the second sequence gives the space to add complexity and technical information. It has 4 steps.

For scientists, engineers, lawyers and policy-makers, this is where the meat of the story is. It's the core of the information we are passing. The great thing about this sequence is that it respects the way our brain absorbs information. We don’t just throw technical information at the listener, we build understanding.

The last sequence resolves the story. This sequence is built to add credibility and answers the promises we made in the introduction. That sequence is also the final moment where we add trust in our project and brand and invite the listener, reader or viewer to take additional steps; such as visiting a website, downloading a report or simply contacting us.

Some of these videos were created by the attendees themselves and are shown as inspiration.

Videos are one of the 15 tools of communication you can create

We can develop multiple communication tools based on the same story.

The tools may vary in complexity, but they all follow the same formula.

Book a call to explain us your own needs.

Charlélie Jourdan, French, 39 yo. story@75percent.eu

Teaches in EN FR & ES Specialty: Strategy & Tactics of communication

Charlelie is a communication strategist with an expansive experience of creating European-wide communication campaigns.

Charlelie started his career in the European Parliament; reviewing hundreds of law proposals per year. All made of very complex information.

Because he thought this information could be better structured to reach non-specialists, he left the Parliament to found a creative agency in 2013, serving clients such as the European Parliament, the European Commission, Google EU, Intel EU, WWF, TEDx, JRC, NGOs of the Green 10 and others.

He has personally worked on over 400 projects of communication (video, web, OOH, social media, paid ads), and worked with more than 200 freelancers.

As a trainer he has helped 6000+ professionals in workshops, webinars and by delivering speeches on operational communication tactics and strategy.