Making the unfamiliar familiar
Everyone loves the Jungle Cruise, but my favorite attraction at Disneyland when I was a kid was The Carousel of Progress in Tomorrowland. A collaboration between Walt Disney Entertainment and General Electric, the audio-animatronic theater show moved to Disneyland in 1967 after being featured at the 1964 New York World’s Fair.
You sat seated for the duration of the show while a carousel (the stage) moved clockwise, showcasing John and his family at different points in time - turn of the century 1900s, 1920s, 1940s, and ends with the 21st Century. Much to my dismay, the show closed at Disneyland in 1973 and was moved to Disney World the following year.
I didn't understand it at the time, but this was excellent storytelling. We first visit the past, being entertained and informed about the origins of modern technology and cleverly setting the stage for the following acts. The story progresses towards current-day scenes which feel familiar. By the time we finish with the 3rd act, we are ready to jump into the future, where everything seems plausible, wonderous, and optimistic. The final scene shows the family enjoying Virtual Reality, Voice commands, and flat panel displays - imagine how magical these technologies seemed in the 1960s!
Empathy
The Carousel of Progress is an immersive experience that makes you feel empathy for the American family. It uses nostalgia to pull you in and futurism to make you excited for all the advancements that the family will enjoy and benefit from in daily life. You never feel threatened by unfamiliar technologies; instead, you believe that technology will be there to make your life better and easier, just like it does for John and his family.
Empathy is a powerful tool to use for telling compelling, persuasive stories. In corporate life, chances are the products or services you’re designing are not intended for your executives. Does anyone want to hear another irrelevant tale about an executive’s wife during your presentation, Bitches? So the more empathy you’re able to create will lead to a more productive outcome after your pitch.
Create trust through nostalgia, convert your audience into believers through familiarity, and gently transport them into unfamiliar territory. You’ll be pleasantly surprised at the sight of heads nodding affirmatively along the way and how supportive they will have become by the end of your presentation.
The wife, the mother and the daughter in law know the answer!!! Empathy moves mountains and motivates. Another great blog! TY