Webinar: The golden thread - why numbers numb us, but stories stir us

AMBA webinar "The golden thread - why numbers numb us, but stories stir us"

Date: 17 June 2021
Time: 13:00-14:00 Paris time
In a world that is DRIP [Data Rich, Insight Poor] everyone wants to get their message across, but we think data, facts, information and bullet points are enough. Wrong: they all go into mental ‘attention spam’, and are filtered out before they get a chance to reach consciousness and consideration, because its reliance on numbers, facts and ‘messaging’ only talks to what behavioural economists call our rational System 2 rather than appealing to the emotional power of System 1.

Storytelling isn’t just the best way of communicating or differentiating a brand, presenting or creating empathy with an audience. It isn’t even just a creative and enduring means to build your brand across all communications channels. Storytelling is also a highly-effective means to create a culture, to build a culture, or change a culture.

During this webinar, Tas will quote from his award winning The Storytelling Book his work on insight and inspiration, The Inspiratorium and his new book InCitations , to explain why we need to massage not message, how to find your golden thread, the ‘magic number 3’, and the power of headlines.
About the speaker
Anthony ‘Tas’ Tasgal is a trainer, author, speaker, brand/comms strategist and lecturer.
He is a Course Director for the Chartered Institute of Marketing, the Market Research Society, the Institute of Internal Communication and the Civil Service College, and principal advisor for CIO Connect in Hong Kong. He is a global speaker (represented by Celebrity Speakers), regularly contributing on marketing and communications subjects to the James Max show on TalkRADIO. He specialises in storytelling, behavioural economics and insightment, and as a lapsed Classicist enjoys etymology and Homer (not the yellow one). He is the author of the award-winning books The Storytelling Book, The Inspiratorium and in 2020, InCitations.
To join the webinar

Did you graduate from an AMBA-accredited programme at Audencia?

This webinar is accessible to students or alumni of an AMBA-accredited programme at Audencia, i.e., Executive MBA, EuroMBA, Full-Time MBA or Master in Management (Grande Ecole Programme), but registration is required. Registering as an alum of an AMBA-accredited programme takes only a few minutes.
This event is free for AMBA members to attend but registration is required using the link above.
  • Date
    le jeudi 17 juin 2021 de 13:00 à 14:00
  • Date limite d'inscription
    jeudi 17 juin 2021 00:00
  • Périmètre géographique