Video: Think Like an Improviser, Speak Like Your Customer – AINx Talk from the 2012 Applied Improv Network World Conference


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View my AINx talk from the 2012 Applied Improvisation Network (AIN) World Conference

Think Like an Improviser, Speak Like a Customer

Blah, blah, blah, blah. This is what customers hear when we drone on about our methods. Every industry has its insider language; yet, customers should not be on the outside of that conversation!

Improvisation is no different. Granted we have fun jargon. When we expect customers to learn our terms, we add a burden. Speak the language of your customer – always.

We don’t need them to understand the applied nature of improvisation. Applied improvisation isn’t about theatricality; it’s about business performance. What we need businesses to understand is that applying improvisational techniques can generate positive business outcomes: increased revenues and productivity, lower expenses, greater learning and collaboration, and generate more and better product ideas, for example.

Think like an improviser, speak like a customer.

Republished with author's permission from original post.

Kathy Klotz-Guest
For 20 years, Kathy has created successful products, marketing stories, and messaging for companies such as SGI, Gartner, Excite, Autodesk, and MediaMetrix. Kathy turns marketing "messages" into powerful human stories that get results. Her improvisation background helps marketing teams achieve better business outcomes. She is a founding fellow for the Society for New Communications Research, where she recently completed research on video storytelling. Kathy has an MLA from Stanford University, an MBA from UC Berkeley, and an MA in multimedia apps design.


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