And then after the compass, it's time to look at the map or in other words, how we get 1
to the final destination. 2
So in the process of creating your actionable story, the map is the structure of the story. At the Businesstelling 3
we use a tried and tested map to make your audience travel through the journey in the most effective 4
way. 5
This map is called TRAVEL. 6
Now, learning and using travel will enable you to maximise both the action taken by your audience and 7
your results. 8
Since 2015 TRAVEL has been successfully used by startups, professionals and bigger 9
organizations to create effective, actionable stories such as sales decks, pitch decks, marketing 10
activation, speeches, business reports, brand advertising, theme workshops, etc.. 11
So, whatever your story looks like, travel is the map that activate audiences to travel from the receiver 12
of the story to player ready to take the action needed in the most effective and actionable way. 13
Now let's look together at how travel works. 14
Here on the left, we have our start with the idea and then we have our WHO, our audience. 15
So, an audience always starts as a receiver of a story. 16
Now the story is what link... 17
the idea to the audience, it is the way the teller want to use to bring to life the idea to activate the audience. 18
Now, the more actionable the story, the more receivers will be activated. 19
So we want to make our audience travel from receiver to player. 20
Audiences become players when they take the action recommended by the story. 21
So to take action, players need to understand the why, the how and the what of the idea relevant to 22
them. 23
Let's try to explain a bit more in detail this part of the process, because it's fundamental to really 24
understand how to make your audience travel from receiver to player. When the audience is a receiver 25
is outside the idea, as we've seen in the previous chart, as a receiver, 26
it doesn't know yet the why, the how and the what the idea is all about. 27
Now, through the story, the teller tries to bring to life the idea and is trying to make the why, the how and 28
the what relevant also to the audience. 29
So while the story goes on, the audience starts to understand more about the why, the how and the what 30
of the idea and based on how much relevant they are to them, they will start create their own version 31
of the why, the how and the what. 32
And the most important, the action the audience will be willing to take at the end of the story is directly 33
correlated with the size of the why, the how and the what they created listening to the story. 34
In other words, the red circles here on the bottom right, 35
just represents what the audience has understood about the idea, listening to the actionable story. 36
So the more the idea is relevant to them and the better the story is bringing the idea to life, 37
the more they would be inspired to take action; because the purpose of any actionable story is to make 38
the audience TRAVEL from receiver, where the audience is outside of the idea, to player where the audience 39
has created its own version of the idea based on the why the how and the what he/she perceived from the story. 40
Now to make them as big as possible to make sure that the audience is taking as much action as 41
possible. 42
We need an audience driven story and the best structure we can use to create an audience driven story 43
is TRAVEL. 44
It's time now to put travel in action. 45
Let's first look together at the six steps that compose the travel map: 46
Step 1, takeoff, is all about how to grab the attention of the audience and then step 2: relate, how 47
to build rapport with your audience. 48
Step 3 assess. 49
Assess the landscape to fuel interest and engagement. 50
Step 4 visualise... how to visualise the solution. 51
Step 5... execute: how it works, bring the solution to life and then step 6: landing. 52
Landing is all about the actionable takeaways to call to action. 53
So these are the six steps that compose the travel map. 54
Now we're going to deep dive into each of them to better understand how to apply it effectively. 55
And don't forget, order and sequence are fundamental so the T R A V E L is a proven effective 56
map... 57
and we know that through this map, we make the audience move towards action and away from complexity.