easy is the new hard [inbound 2014]
TRANSCRIPT
TAMSEN WEBSTER @tamadear
SVP, Executive Communications !
EASY IS THE NEW HARD
@tamadear© 2014#HardIsEasy
Stack first.
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It’s easy to make things hard,but it’s not hard to make
things easy.
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@tamadear#HardIsEasy © 2014
No pain No gain
@tamadear© 2014#HardIsEasy
Hard ≠ GoodHard = Hard
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Process
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Connect
Process
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Connect Retrieve
Process
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Connect Retrieve
Process
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XCNNPH DFB ICI
ANC AAX
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X CNN PHD FBI CIA
NCAA X
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XCNNPH DFB ICI
ANC AAX
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Connect Retrieve
Process
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Memorable Repeatable
Simple
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Memorable Repeatable
Simple
EASY
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frame•work/ˈfrāmˌwərk/ A basic conceptional structure
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FRAMEWORKS = EASY
@tamadear© 2014#HardIsEasy
Eat food. Not too much. Mostly plants.
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AlwaysBe Closing
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A=B B=C A=C
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FRAMEWORKS MAKE HARD TH INGS EASY
@tamadear© 2014#HardIsEasy
The Defensible Brand
CUSTOMERS
COMPETITORS
COMPANY
Adapted from: Peterson, Erik and Tim Riesterer, Conversations That Win the Complex Sale. New York: McGraw-Hill, 2011.
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} } } }
AWARENESS FAMIL IAR I TY CONSIDERAT ION LOYALTYPURCHASE
The Marketing Funnel
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CUSTOMER/AUDIENCE PROBLEM
INS IGHT LAYER
DATA & I L LUSTRAT ION
ACT ION
INSI
GHT
PATH
The Pyramid of Planned Outcome is the property of Oratium, LLC. All rights reserved.
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Eat VEGETABLES more than Eat FRU I TS more than
Eat NUTS AND SEEDS more than Eat F I SH AND LEAN MEATS more than
Eat WHOLE GRAINS more than Eat DA IRY PRODUCTS more than Eat REF INED GRAINS more than
Eat FATTY MEATS more than Eat SWEETS more than
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(180 steps per minute)
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1. Color 2. Pattern 3. Style 4. Fit 5. ❤
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Touch it once.
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Partners.
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Your framework ≠ my framework
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@tamadear#HardIsEasy © 2014
EVERYTH ING HAS A FRAMEWORK
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1. Borrow 2. Build
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?
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@tamadear#HardIsEasy © 2014
WE CREATE THE WORLD WE TH INK WE SEE .
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@tamadear© 2014#HardIsEasy
Fret. Find. Frame.
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EASY .