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An introduction to Transactional Analysis

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Ker Lai85

on 31 July 2013

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Transcript of An introduction to Transactional Analysis

An introduction to Transactional Analysis
Topics
Setting the scene
History of TA
Three ego states
Further exploration
Check your understanding
Pulling it all together
The Three Ego States
"Awareness requires living in the here and now, and not in the elsewhere, the past or the future."
- Eric Berne
Where should we concentrate our efforts?
Pulling it all together
History of TA
Eric Berne (1910 - 1970)

Psychiatrist and Psychoanalyst

'Games People Play - The Psychology of Human Relationships'

People are OK
Everyone has the capacity to think
People decide their own destiny, and these decisions can be changed
What is Tone of Voice ?
It’s:
A brand’s personality expressed in words.
How you use language to show who you are and what you’re like.
How you communicate bout yourselves, to your customers and to each other
About looking closely at what your brand stands for, and matching your tone of voice to suit its genuine personality
Examples of Brand Tone of Voice
BMW is the "ultimate driving machine."
John Lewis “Never knowingly undersold”
Apple customers "think different."
Nike's message -- "Just do it" – “No games, just sports”
BT “It’s good to talk” now “BT World”
Prudential “The man from the Pru” societal purpose
Coca Cola “It’s the real thing” now “Journey".
The Benefits

A well-defined and well-executed tone of voice will:
Uphold your brand values internally and externally
Build trust and recognition
Engage and motivate employees
Help you quality check all types of content
Distinguish you from your competitors.
Waitrose
http://www.waitrose.com/content/waitrose/en/home/inspiration/health_and_nutrition/nutrition_advice_and_healthy_eating/balancing_your_diet.html
http://www.waitrose.com/content/waitrose/en/home/entertaining/party-planning.html?wtrint=1-Merchandising-_-2-Entertaining-_-3-Entertaining
Our Team Tone of Voice
Anecdotal feedback tells us we can do better
Perception is projection
Be proud of our team tone of voice
Raise the bar of performance and professionalism
Impress Stakeholders, Customers, Partners and Suppliers
Setting the scene
Full transcript