 This is my first experience of trauma and my first engagement with the healthcare system, so that's interesting I'll come back to that So I race out of the door just in my pyjama bottoms. I race round to the carport I put my hand on the car door handle and then I start punching the window trying to get into my own car Isn't it fascinating what you do when your mind is a bit of a mix? I could have just pulled the door open Thankfully, I didn't because that would have resulted in stupidity. I think What happened next is he gets it into reverse and he takes me about 15 feet backwards with him because I'm caught on the Wing mirror and I bounce off of the rockery that we have in the front garden Badly injuring my arm, but Adrenals are pumping I kind of just get on with it and I bounce back up like a superhero and I turn to my right and some there is something else that's not quite right and I look to my left and for sure there is my second car also in the road preparing to drive off and so another surge comes as trauma takes over and I run into the middle of the road because I haven't got any shoes on I sliced the soles of my feet up and Hit the deck my first car drives off. I get up and I turn to my left and The family car is driving down at me. He's not stopping So I spin to the left wave my car's goodbye and then I sprint obviously back up to the house Now what's interesting next is I start touching technology. I Pick up my phone my My brain is in such a befuddle that I have no idea how to get through the pin screen Not only that I hurt my thumb so I can't use the bio sensor My wife who works in the health care system bearing mind. I also work in the technology sector. So I can't you should know that Neither of us can remember the emergency services number Triple zero So once we get through the pin screen, we can't even make the call to come and help us 1 1 1 2 2 3 1 2 1 2 What ends up happening is we realize well actually shut hands. How many people know that there's an emergency button on their front screen How many people have used it not one up one hand bless you, sir We don't have a relationship with that interaction yet. So why would we immediately go and press it? I don't know what it does so the interesting part of that Historically if you look at the use of triple zero as the Australian method of phoning the emergency services It's quite a nice story You remember the radial button on a phone and then there was that little metal bit at the end of that transaction Zero was always next to the metal bit. Do you know why because if it's dark and you're blind You always know where the zero is to make the call smart. How long have we had this design? Does it still work? It's a good question. So we eventually get through the emergency services. The lovely lady picks the phone up I am I am rambling like an idiot And I can't remember when she says the service that I want I can't remember whether I have ambulance insurance and so that Profoundly impacts on the conversation I have for the emergency services person my wife does it and at that point my my relationship with the health care system and and health insurance particularly Limits me from the transaction with the mobile device and the conversation that I'm having with the emergency service person So she makes the decision for me the ambulance is called. I kind of you know 10 minutes later I'm hopping into the app. I'm not hopping into the ambulance I'm stepping gingerly into the ambulance and my professional me starts taking over The paramedic flips an a3 pad of paper over and starts writing my details into this giant Pad, I think all that's interesting Then he can't remember how to get in the tough book laptop to enter my details in electronically And so he leans over and asked the driver for his login details to log into the health care network Something in that transaction Concerns me we get to the hospital. I step into the emergency the accident in an emergency center And I happen to be there during the transition of nurses. So there's a little break Half an hour later the new nurse comes out to greet me and she says hi Mike Which one of your knees is it? Bearing in mind my arm is bleeding profusely on the floor Something broke in that experience really broke profoundly and And then I look back at the transactions or the interactions with technology and the experience Where I could have been influenced profoundly by non health care Products applications, however you want to describe it Specifically my banking app now I went I left the house with only my phone again There's a signal there. I didn't take any money. I didn't have my wallet I only took my phone and of course the my bank knows exactly where I am Wouldn't it have been lovely to have had a little notification as I stepped through in Accident in emergency that says we know you've just gone to hospital. We hope everything's alright just in case We're unlocking $50 for the next 24 hours In case you need it that would have profoundly Changed my interaction with the health care system a major worry off my off my plate So why is that interesting? Well? It's a story right what I've just described to you is a story within which under which there are interesting product initiatives there are interesting relationships with experience and technology and innovation Now innovation for me It's kind of diluted now Anytime I hear the word innovation The statement is it's now owned by corporations right so it's diluted and what that The way that we refer to that is hyper normalization hyper normalization is this burrowing this furrow or this constraint delivered to you That you can't break out of a particular way or a model of thinking First and foremost it came out of the the Soviet Union breakdown of the Soviet Union and they just carried on Politics was corrupt everything was corrupt. They weren't able to change the way they felt So what so that's all very well and fair sir. What's next? Well? storytelling Storytelling is where all those people who five years ago were excited by innovation have now moved to and who are the best? Storytellers in the world It's Hollywood Now Hollywood has frameworks and this framework is from Christopher Vogler. It's a wonderful. It's called the writer's journey We have an ordinary world. We have three acts it moves into the special world where things change and then we Reach a new ordinary world this equilibrium. We have a call to adventure. There is something that changes the way that we think We meet with a mentor who redirects us and gives us information. We haven't previously had Then we cross the threshold that moment where we think we know enough to go into this new special world And of course there will be ordeals and there will be a reward at the end of that ordeal the elixir the one ring to bind them Then we will move into the road back where you return and recreate an ordinary world and you end With this sense of mastery That's the story. That's the Hollywood framework storytelling framework Consistent and then we have the character arc where all these emotions are expressed all the way through fear doubt confidence re-energizing there's something about that that I was uniquely positioned to look at or feel as I translated that from my film I Have a film Studies degree and also prefer professional writing so I was uniquely positioned to know what that meant and then I moved Into technology and there was something about that that felt familiar Something about that that was quite exciting and then I overlaid the way that we deliver products digital products and I was stunned with the framework and how it's how that expressed exactly how we deliver digital for Tiger's bike other flavors are Available we start with this experience definition. We want to know more about what it is We're building then we move into design and build there will be ordeals. There will be enemies. There will be new people to talk to all with the goal to finding product mastery and that character arc is absolutely absolutely In line with the emotional journey that these businesses and individuals will go on I Say to you and I'm confident there are no new stories. Why because the framework tells us so so And those who were in Mario's presentation yesterday will have done that lovely exercise about name or describing a plot in one line So I I posit to the to the look my learned guests here Are there two movies that can be described by the single plot line? So home alone an emotionally vulnerable male lead finds himself clashing with his closest family members Alienated from the group he becomes separated just as a pack of criminals descends on his location. There are no new stories What's the other film at least one? diehard You would never put the two together, but they are the same story Overprotective single father falls into dangerous situations in search of an abducted child Yes, very well. Good. Good taken. You would not put them in the same category An old bitter man in changing times befriends his young neighbor who helps him overcome his cynicism Dislike of people after the death of his wife Very quickly up You would not put them in the same category. They are the same stories So what I'm trying to describe to you is that through Hollywood that maps Perfectly into the way that we express ourselves through digital delivery through business change. There are archetypes Heroes mentors threshold guardians Heralds shapeshifters shadows and tricksters who form that story You do not get anywhere unless you buy into the energy of that hero threshold guardians those people who lock the door until you are convinced by their message They are convinced by your energy and your commitment to unlock the threshold Shall we do that in organizations now? Have a look at the products the successful products that you have been a part of They do not exist unless you have a hero or a product owner Maybe who embodies the energy and the passion behind the delivery of that product if you do not see that individual around the table That product experience Will not succeed Mentors CEOs stakeholders people who can lean in and redirect there is always one Always one who sits there with their arms folded at the start of the project and says no They are a threshold guardian. We've seen them before we have tools Narrative framework to get beyond the threshold guardian They will always be there. In fact, I say if they're not there You should have them there because otherwise your narrative is incomplete Herald a conference things you learned at a conference may just redirect the way that you think Shape shifters shadows those evil entities who will always distress a product and then tricksters. I've been a trickster in our business I've also been a mentor and I've been a hero if you are a smart digital delivery if you are a smart team player you will shape yourself To the role that is most appropriate to get the best result for the product that you're delivering Storytelling it already exists Hollywood has done it before pretty well We should learn from the language they use and the archetypes that we see We've done that before I'm running out of time a summary screen. No presentation is complete without a bright orange Summary screen are there really new stories or are they just the same stories revisited? That's my question Effective leaders will read the plot and shape to required required archetype I have seen that happen many many times if you are missing something on the journey of your delivery in the story Or the narrative you have to find it quickly Like journey mapping the entire story once you have that framework Can be utterly empowering we know it's going to be difficult two-thirds of the way through there will be an ordeal But the guarantee is we will get through it and we will get through it together and we will emerge with the great sword of Wherever the story takes you I love Lord of the Rings by the way So all my kind of references are the one ring to bind you and Gandalf the Great clearly And consider archetypes. I love seeing a threshold guardian means we're healthy that person who's going to test a hero Brilliant. Don't worry about it. That's part of the narrative If you don't have a hero someone you believe in you're not going to get out of the blocks If you don't have a herald that signal that says time to change you need to do something You're not going to get out of the blocks Hollywood has done it before the narrative is there the framework is there the characters of that Thank you