Tonight is the launch of Jamie Oliver's: Food Revolution on ABC. For us in West Virginia it is an interesting proposition. A national show based on the premise of helping our city of Huntington deal with it's unwanted moniker "the unhealthiest city in America". So for us "locals" there are a lot of angles to this story, but for you as a marketer, there are lessons to be learned in building belief.
- Simplicity - Finding the core of the idea
- Unexpectedness - Combining surprise with interest
- Concreteness - Bringing it alive by engaging the five senses ("memory Velcro")
- Credibility - Tapping the power of authority - or anti-authority - to build belief
- Emotional - Priming people to care
- Stories - Generating involvement that leads to action
As I watched Jamie Oliver's TED presentation from February, I was amazed at his use of the formula. I suggest you take 20 minutes to watch the entire video.
Diet related disease is our biggest problem. Homicide is on the bottom of the list.
Jamie builds the story of the individual family, the Huntington WV school district, and his new culinary school and leaves the audience with a formula on how a solution can scale.
He finished his presentation with a clear call to action.
Finally, I think it is important to understand that you have to work hard at creating your story. You won't be able to just sit down with powerpoint tomorrow and develop this deep and compelling masterpiece. It will take time to cultivate and build. But if you want to build belief in your idea then you might want to learn from Jamie, his presentation won the TED prize.