Kultur

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Storytelling 2.0
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IF!

• If Homo Sapiens had been only one person, and
  if this persons approx. 100.000 years long story
  of evolution had been an 8 hour day at work (no
  lunch),
• and if types of societies had been divisions
  in the same corp. where he works,
• this person would have spend the day at work
  very close to this.

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Key

• 100.000 years is 8 x 60 minnutes
• 1 minut 208 år

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Our 4 types of society
90.000 years in hunters society 9.800 år in
farmer society 165 år in industrial society 35 år
in information society
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One day at work
 Fra kl. 08.00.00 15.12.00 Hunters div. Fra kl.
15.12.00 15.59.00 Farmers div. Fra kl. 15.59.00
15.59.45 Industrial div. Fra kl. 15.59.45
15.59.55 Information div.
Fra kl. 15.59.55 16.00.00 Dream div.
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Me Jan Michael Madsen, 42 Managing
Director, The Tordenskiold Foundation Frederikshav
n, Denmark
Before 32 540
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City of Tordenskiold

• Fordi en videreførelse af Tordenskioldsdage i
  Frederikshavn forudsætter det.

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City of Tordenskiold

• Ved identificerer udfordringerne og anerkender
• behovene.

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City of Tordenskiold
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City of Tordenskiold
Facts on Tordenskioldsdage The Tordenskiold
Foundation (Storyliving a cultural heritage in
Frederikshavn, DK)
Established 1998 Visits 25.000 (2007)
activities during the year StorySails guests
1.100 Pub. Investment 750.000 Internal
turnover Ca. 2 mio. (2007) External
turnover 750.000 x 3.3 2.475.000 (Kgl.
Teaters norm) Prof. Imploy. 1 Storylivers
1.000 Home www.tordenskiold.dk
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We have come far. Now, we are in need of a
plan, so that we can share with others, how we
came here and how to get even further.
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Idealism
Buisness
New Dream
Dream
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Frederikshavn vi sit on an golden egg!
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First layouton idé in 1998!
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Minister of Culture opensThe year 171712th
of august 1998 9.35 p.m.
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We offered to Frederikshavn to build a cultural
brand!
Based on a true story
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Lets fight the Sweeds
Lets fight the Sweeds
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Run for your lives
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Chief of Turism
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Firery soul in dialog with buisness life and city
council
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The creative potential in an outer region
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If you can hear the ocean
You can create
The Future
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CREATIVE MAN
The creative potentiale
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Anything you can imaging is posible to make
happen
If you have naive competence enough!
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From shipyard harbour to cultural harbour
Steel City in cultural change
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Crystalized experience economy
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Shes worth alot ai?
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That one - Na, shes only expence
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Hm - Been here, heard that
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Crystalized experience economy
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Immaterial experience economy
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Events - that makes life a better place to be
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• Events
• as cultural/buisness prestige projects

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Vertical motivation
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The horizontal organisation
yyyyyyyyyyyyXyyyyyyyyyyyy
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Who sits nearest Mr. X???
yyyyyyyyyyyyXyyyyyyyyyyyy
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Storytelling
Firery Soul Reaktor
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Dreams
Fear
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Dreams
More dreams
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Director of cultural affairs in the local
goverment
He is very cultural off course
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FIRERY SOULES - tend to burn out!
FIRERY SOULES - tend to be burned off.
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Director of cultural affairs in the local
goverment
- and three local firery souls
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You must outsource to the professionals!
Okay lets try
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Who wants to buy the feeling of being
unique
ON SALE
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I claime the right to become smarter!
Rolf Jensen, Dream Company, Cop.
- also on short notice!
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All we wanted was to build Frederikshavn a
cultural brand!
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Where there is Firery Souls
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There is trustfull communication
- Clean brands -
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• What
• comes
• after the
• branding
• proces?

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To sense that we get the REAL thing, is a
growing need.
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If you feel Im right
Chances are that I am!
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• The immaterial accountant

Cutaways!
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City of Tordenskiold
Needs
gtlt
gtlt
Product
Acc.
Vision The Blue Line
Participants Involvement Artistic Storytelling
Buisness Branding the city Marketing Experiences
Foundation T. board Management

Needs__ ___________________
_ Degree of freedom and self expression

Degree of visuality
and selling


Degree of political will

and
buisnesslife backup
Userdriven
Profitdriven
Visiondriven
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From 500 wooden Carlsberg pallets - and 16 min.
soundtrack

• Ca. 25.000 guests visit TORDENSKIOLDSDAGE i 2007.
• 55 full booked Musisk Hus events
• - 4,6 pr. month (more than one each week-end)
• 6,25 full booked Arena Nord events
• PR-omtale for millioner

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TORDENSKIOLDSDAGE is about heavy selling and
branding Frederikshavn just as much as it is
storytelling and old men shooting black powder
canons for fun
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• But does it work?

Im here arent I!
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Without the firery souls
- The final product will be an evaluation on the
process!
Jan Michael Madsen
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