the first order of business - garden center fall event 2016
TRANSCRIPT
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For whom are you here today?
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Why are you here today?
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KNOWLEDGE?
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UNDERSTANDING
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CONFIDENCE
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We are the most distracted generation in the history of
the Earth.
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How many of you check your phone before you get out of bed?
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Tony Schwartz New York Times, 11/28/15
According to one recent survey [by Adobe], the average white-collar worker spends about six hours a day on email. That doesn’t count time online spent shopping, searching or keeping up with social media.
The brain’s craving for novelty, constant stimulation and immediate gratification creates something called a “compulsion loop.” Like lab rats and drug addicts, we need more and more to get the same effect.
Endless access to new information also easily overloads our working memory. When we reach cognitive overload, our ability to transfer learning to long-term memory significantly deteriorates. It’s as if our brain has become a full cup of water and anything more poured into it starts to spill out.
“
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The average consumer?
The average teenage girl?
Disengaged workers?
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And Yet…
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The Coming Year…
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How?
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How do you possibly communicate
powerfully in this Age of Rapid Distraction?
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Like this?
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Or this?
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So… how?
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Now that the cycle of new is eating itself in a race to ever-faster, there's a bigger chance to make long term change by consistently focusing on what works (and what's important), not what's new and merely shiny.”
-Seth Godin
“
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What are we going to do
today?
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22 YEARS
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2 DAYS
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75 MINUTES
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310 SLIDES
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3.44 SLIDES/min
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I’m going to give you a glimpse
behind the curtain at what’s worked.
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Intuitively for more than
two decades.
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It’s been my obsession to give it structure for over
four years.
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There is nothing more disenchanting to man than to be shown the springs and mechanism of any art. All our arts and occupations lie wholly on the surface; it is on the surface that we perceive their beauty, fitness, and significance; and to pry below is to be appalled by their emptiness and shocked by the coarseness of the strings and pulleys.”
“Robert Louis Stevenson Author
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There is nothing more disenchanting to man than to be shown the springs and mechanism of any art. All our arts and occupations lie wholly on the surface; it is on the surface that we perceive their beauty, fitness, and significance; and to pry below is to be appalled by their emptiness and shocked by the coarseness of the strings and pulleys.”
“Robert Louis Stevenson Author
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There is nothing more disenchanting to man than to be shown the springs and mechanism of any art. All our arts and occupations lie wholly on the surface; it is on the surface that we perceive their beauty, fitness, and significance; and to pry below is to be appalled by their emptiness and shocked by the coarseness of the strings and pulleys.”
“Robert Louis Stevenson Author
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There is nothing more disenchanting to man than to be shown the springs and mechanism of any art. All our arts and occupations lie wholly on the surface; it is on the surface that we perceive their beauty, fitness, and significance; and to pry below is to be appalled by their emptiness and shocked by the coarseness of the strings and pulleys.”
“Robert Louis Stevenson Author
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ART or SCIENCE?
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ART and SCIENCE!
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FRAMEWORK
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DIAGNOSE
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THE GOOD NEWS?
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IT’S QUITE SIMPLE!
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Simple can be harder than
complex: You have to get
your thinking clean to make
it simple. But it’s worth it in
the end because you get
there, you can move
mountains.
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YOU can move mountains
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YOU’RE SMART ENOUGH TO UNCOVER THE
RIGHT ANSWERS
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THE RIGHT QUESTIONS
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FOLLOW-UP RESOURCES
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You were actually the first
to see it!
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Goals & ValuesGOALS AND VALUES
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Goals & ValuesStrategic Planning
GOALS AND VALUES
STRATEGIC PLANNING
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Goals & ValuesStrategic Planning
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
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Goals & ValuesStrategic PlanningCustomer Experience
Messaging
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING
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Goals & ValuesStrategic PlanningCustomer Experience
MessagingMediaMEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING
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About Questions.
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Goals & ValuesGOALS AND VALUES
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Because of the nearly limitless
distractions, your team MUST be on
the same page.
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“What is it, specifically we’re trying to make
happen?”
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If asked privately and separately,
would your team give me the same
answer?
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Is your team singing the same song,
playing the same score, running the
same play?
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Are you sure?
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20/20 VISION
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20/2/0 VISION
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“What’s your 20-year vision?”
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“What do you need to do in the next two years to set up that
vision?”
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“What five to seven things need to
happen?
What’s most important?
What’s in your way?”
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S.M.A.R.T.
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1. Specific
2. Measurable
3. Actionable
4. Realistic
5. Time-Bound
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“What’s the first step?”
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“Who will do what by when?”
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REVIEW.
REVIEW.
REVIEW.
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DAILY.
WEEKLY.
QUARTERLY.
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DAILY.
WEEKLY.
QUARTERLY.
ANNUALLY.
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“What’s the next step?”
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“Who will do what by when?”
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CELEBRATE!
CELEBRATE!
CELEBRATE!
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Tell me about your last three parties, and I will tell you
about your company.
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NOW…
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What tools will you and your team use
to help you get where you’re going?
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VALUES
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VALUES DETERMINE THE STRENGTH OF
YOUR BRAND
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WHAT IS A BRAND?
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DOVE
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DOVE
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HAWK
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FALCON
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FALCONS
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TITANS
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TEXANS
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HOUSTON
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HOBBY
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HOBBYLOBBY
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HORRYLORRY
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An Energy of Words has
existed since the day He said,
“Let there be light.”
Learn how to use this energy.
You are created in His image.
Roy H. Williams
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<CLOSE YOUR EYES>
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YOUR GRANDMAPLAYING THE SAXOPHONE
OUTSIDE YOUR GARDEN CENTER
WEARING A RASPBERRY BERET
AND ELTON JOHN’S SUNGLASSES
IN A YELLOW POLKA DOT DRESS
RIDING A GIRAFFE
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WHAT IS A BRAND?
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YOUR COMPANY
A brand is simply the sum total of all the mental images and feelings - good and bad - a customer has about your
company ... even if that customer hasn’t done business with you yet.
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<CLOSE YOUR EYES>
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<THINK ABOUT YOUR FAVORITE COMPANY>
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<WHAT ABOUT THEM COMES TO MIND?>
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<SIGHTS. SOUNDS. SMELLS.>
<TASTES. TOUCHES. MOODS.>
<PEOPLE. RELATIONSHIPS.>
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<HOW DO THEY MAKE YOU FEEL?>
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We buy what we buy because our choices remind us - and tell the world around us - who we are.
WHOAREYOU?
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Building a strong brand is simple, but that
doesn’t mean it’s easy.
WHOAREYOU?
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All you have to do is mirror the values you already hold dear ... as do thousands of others in your market… in the words you use to reflect your values.
WHOAREYOU?
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Want examples?
WHOAREYOU?
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WHOAREYOU?
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WHOAREYOU?
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WHOAREYOU?
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WHOAREYOU?
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© 2008 | Wizard of Ads | All Rights Reserved
You’re not a $100 bill.
Not everyone is going to like you.
HOBBYLOBBY
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© 2008 | Wizard of Ads | All Rights Reserved
Do you know what you stand for?
Do you know what you stand against?
Shape your company in your image.
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© 2008 | Wizard of Ads | All Rights Reserved
What do you think?
How do you act?
How do you see the world?
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© 2008 | Wizard of Ads | All Rights Reserved
AccomplishmentAccountabilityAccuracyAchievementAdvancement AdventureAffection (love and caring)
All for one & one for allArtsBeautyCalm, quietude, peaceChallenging problemsChange and varietyCleanliness, orderlinessClose relationshipsCommitment
DiscoveryEcological awarenessEconomic securityEffectivenessEfficiencyEqualityEthical practiceExcellenceExcitementFairnessFaithFameFamilyFast livingFinancial gainFlair
FreedomFriendshipsFunGenerosityGlobal viewGratitudeGrowthHard workHarmonyHaving a familyHelping other people
HonestyHonorIndependenceIndividuality, nonconformityInfluencing others
PunctualityPurityQuality of workQuality relationshipsRecognition (respect from others, status)Regularity (predictability)
Relationship with GodReligionReputationResourcefulnessRespect for individualResponsibility and accountabilityResponsivenessResults-oriented
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A brand diamond consists of five values that reflect how a
person or company thinks, acts, and sees the world.
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Consistent, frequent use of their five values has helped our clients grow by double- and triple-digit
percentages over our years together.
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<CLOSE YOUR EYES>
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<THINK ABOUT YOUR FAVORITE COMPANY>
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<WHAT ABOUT THEM COMES TO MIND?>
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<SIGHTS. SOUNDS. SMELLS.>
<TASTES. TOUCHES. MOODS.>
<PEOPLE. RELATIONSHIPS.>
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<HOW DO THEY MAKE YOU FEEL?>
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They make you feel how you feel by consistent, frequent use of their
five values.
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CLEAR
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CLEAR
WISE
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CLEAR
WISE PLAYFUL
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CLEAR
WISE PLAYFUL
GENEROUS
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CLEAR
WISE PLAYFUL
GENEROUS
?
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CLEAR
WISE PLAYFUL
GENEROUS
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CLEAR
WISE PLAYFUL
GENEROUS
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CLEAR
WISE PLAYFUL
GENEROUS
COMMUNITY
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You’ve always had these values… even if you haven’t always
consciously been using them.
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YOUR GOALS +
YOUR VALUES =
YOUR PURPOSE
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HOW DO YOU UNCOVER YOUR GOALS, YOUR VALUES, AND YOUR PURPOSE?
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SURPRISE!
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THE PURPOSE EQUATION
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GOALS AND VALUES
STRATEGIC PLANNING
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Your words mean nothing.
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Your goals mean nothing.
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Your values mean nothing.
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Your purpose means nothing.
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WITHOUT A PLAN TO USE THEM
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Strategic Planning
Made Simple
1. Stuff You Can Control
2. Stuff You Can’t Control
3. Stuff You Can’t Control YET…
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Stuff You Can Control
1. Systems, Policies, Products, Procedures
2. Your Marketing Budget
3. Your Causes
4. Your Team
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Stuff You Can’t Control
1.Your Market Potential
2.Your Competitors
3.Acts of God
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Stuff You Can’t Control… YET
1.Your Blind Spots
2.Your Unleveraged Assets
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Stuff You Can Control
1. Systems, Policies, Products, Procedures
2. Your Marketing Budget
3. Your Causes
4. Your Team
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SYSTEMS, POLICIES, PRODUCTS,
PROCEDURES
CHOICES & OBSERVABLE ACTIONS THAT MANIFEST YOUR CORE
VALUES AND PURPOSE
IN EVERY TOUCH POINT
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WHAT ARE YOUR TOUCH POINTS?
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EVERY INTERACTION WITH A CUSTOMER
OR CUSTOMER-TO-BE
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Traffic
Leads
Prospects
Customers
Unawareness
Repeat Customers
EvangelistsAwareness
Comprehension
Conviction Action
Purchase
Follow-ThroughSales Cycle
EVERY INTERACTION WITH A CUSTOMER
OR CUSTOMER-TO-BE
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HOW CAN YOU USE YOUR VALUES TO IMPROVE THOSE TOUCH POINTS?
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MARKETING BUDGET
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Certain percentage of projected revenue.*
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How long have you been in business?
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How much do you markup your product?
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How high are your margins?
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What’s the competitive environment?
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How visible is/are your location(s)?
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How expensive is/are your location(s)?
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What causes and community projects
will you support?
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How much do you budget for customer
retention?
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MATH OF GOOD CUSTOMERS
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What’s the value of a customer/patient over
her lifetime?
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How much does each lead cost?
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How much does it cost to acquire a new
customer/patient?
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What’s your conversion rate?
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What are you willing to risk with an awesome
guarantee?
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How much do you really want to grow?
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Are you really willing to pay the price for
that growth?
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These questions remind you it’s far easier and
more profitable to keep current patients happy
than to acquire new ones.
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YOUR CAUSES
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To what will you donate your time,
talent and treasure?
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YOUR TEAM
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Do you have the right people in the right seats?
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Do they share your values?
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Do they get measured and rewarded for whatever it is you
hired them to help you do?
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Do you know the three keys to employee loyalty?
(They aren’t money.)
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Are you capable of leading them where you
want to go?
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Are they willing to follow?
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Do you share the qualities of our most successful clients?
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ThreeDefiningQualities
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Great Listeners
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Great Learners
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GreatEducators
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RITAPIERSON
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Stuff You Can’t Control
1.Your Market Potential
2.Your Competitors
3.Acts of God
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MARKET POTENTIAL
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COMPETITION &
POSITIONING
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What are their values?
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What are their systems, policies, and procedures?
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What do they say in their ads?
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Acts of God
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Stuff You Can’t Control
1.Your Market Potential
2.Your Competitors
3.Acts of God
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Stuff You Can Control
1. Systems, Policies, Products, Procedures
2. Your Marketing Budget
3. Your Causes
4. Your Team
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Stuff You Can’t Control… YET
1.Your Blind Spots
2.Your Unleveraged Assets
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Blind Spots
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“What are two things I need to hear about our
company?”
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“What goes wrong when customers
don’t buy?”
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Your Unleveraged Assets
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Traffic
Leads
Prospects
Customers
Unawareness
Repeat Customers
EvangelistsAwareness
Comprehension
Conviction Action
Purchase
Follow-ThroughSales Cycle
EVERY INTERACTION WITH A CUSTOMER
OR CUSTOMER-TO-BE
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Goals & ValuesStrategic PlanningCustomer Experience
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
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SEQUENCING TOUCHPOINTS TO MAP THE CUSTOMER’S JOURNEY FROM UNKNOWN TO ADVOCATE
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via Infusionsoft
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MAP YOUR
CUSTOMER EXPERIENCE
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TUNE YOUR
CUSTOMER EXPERIENCE
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DIFFERENT CUSTOMERS HAVE DIFFERENT JOURNEYS
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DEVELOP PERSONAS
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STARTING WITH YOUR MOST IMPORTANT CUSTOMERS
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SHAREWORTHY SERVICE
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MOM CRY
MADE MY
a guide to Shareworthy Customer Service
BEST BUY
TIM MILES
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CULTURE OF OWNERSHIP
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14 FACETS OF SHAREWORTHY CUSTOMER
SERVICE
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TUNE YOUR CUSTOMER EXPERIENCE USING YOUR
TEAM TO TUNE THE 14 FACETS
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Goals & ValuesStrategic PlanningCustomer Experience
Messaging
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING
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MESSAGING
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MESSAGING
v. copy
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MESSAGING
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BETTER REALITY
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WHAT ARE YOU REALLY SELLING?
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COMMON DENOMINATOR QUESTIONS
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1. WHAT IS THE COMMON DENOMINATOR OF ALL THE PEOPLE WE’RE TRYING TO
ATTRACT?
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2. WHAT EMOTIONAL TRIGGERS ATTRACT THEM
TO THAT COMMON DENOMINATOR?
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3. WHAT IS THEIR GREAT FRUSTRATION? WHAT IS
THEIR UNSCRATCHED ITCH?
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F.A.Q. TO YOUR STAFF
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WHAT ARE THE THREE QUESTIONS YOU GET ASKED ALL THE TIME?
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OBJECTIONS
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WHAT ARE PEOPLE’S MOST COMMON OBJECTIONS AND
HOW DO WE OVERCOME THEM?
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TRIGGERING EVENTS
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WHAT LIFESTYLE EVENTS CAUSE PEOPLE TO NEED US?
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STORIES
little moments
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How did someone benefit from one of our systems, policies,
products, or procedures?
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How did someone benefit from one of our systems, policies,
products, or procedures?
tell me that story…
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MESSAGING
v. copy
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COPY
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RACECAR METHOD
R.A.C.E.C.A.R.
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RELEVANCE
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TALK TO THE CUSTOMER ABOUT WHAT MATTERS TO
THE CUSTOMER IN THE LANGUAGE OF THE CUSTOMER
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ACCEPTANCE
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THERE’S NOTHING MORE POWERFUL THAN
WORD-OF-MOUTH.
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CREDIBILITY
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HERE’S WHERE THAT APPLICATION OF YOUR
VALUES PAYS OFF.
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ELEPHANT
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ANTICIPATE OBJECTIONS
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CLARITY
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CLARITY TRUMPS CLEVER
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ACTION
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AT WHICH STAGE OF THE BUYING CYCLE ARE PATIENTS? HOW CAN YOU MAKE IT EASIER FOR PATIENTS TO DO
BUSINESS WITH YOU? STAY WITH YOU? TRY YOU OUT?
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RELEVANCE
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RETURN FULL CIRCLE SO THE PATIENT IMAGINES HERSELF
HAVING SUCCEEDED.
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MEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING
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Relax. Pick. Focus. Learn.
If you’ve built a strong foundation using the first order of business, you’ll be positioned strongly to succeed.
I’ve never seen a business fail because they chose the wrong advertising channel.
But I’ve seen hundreds fail because they said the wrong thing or delivered a poor experience.
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What you sayWhere you say it
How you act
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Where you say it
But only ONE medium was used!
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The Myth of Media Mix
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The Myth of Media Mix
$1,590,000,000
$957,000,000
$449,000,000
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Relax. Pick. Focus. Learn.
• radio
• ppc / seo / retargeting
• cable tv
• broadcast tv
• outdoor
• direct mail
• social / content
• video / preroll
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CONCENTRIC CIRCLE STRATEGY
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The Three Kinds of Three Kinds of Media
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The Three Kinds of Three Kinds of Media
PAID
EARNED
OWNED
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The Three Kinds of Three Kinds of Media
PAID
EARNED
OWNED(RENTED)
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The Three Kinds of Three Kinds of Media
TACTICAL
SOCIAL
STRATEGIC
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The Three Kinds of Three Kinds of Media
TERRESTRIAL
DIGITAL
PERSONAL
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WHO ARE WE REACHING AND WHEN?
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UNAWARENESSAWARENESS
COMPREHENSIONCONVICTION
ACTION
BUYING FUNNEL
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ADDITIONAL RESOURCES
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VETTING MEDIA COMPANIES
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1) Ask for references of similar size companies if not similar business category.
2) Make sure they’re market exclusive.
3) Ask for case studies of problems they've solved using different media channels
4) Observe how they market themselves.
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Relax. Pick. Focus. Learn.
• It’s never been simpler to learn how to use various tools - the various channels - well. There are tutorials everywhere.
• The hard part is knowing what to say and how to say it and live it.
• Now you know.
• The rest is up to you.
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Remember:
I’ve never seen a business fail because they were reaching
the wrong people, but…
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Do you share the qualities of our most successful clients?
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ThreeDefiningQualities
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Great Listeners
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GreatLearners
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GreatEducators
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RITA PIERSON, TED EDUCATION
APRIL 2013
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You were chosen to be in my
class because I am the best
teacher and you are the best
students, they put us all
together so we could show
everybody else how to do it.
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And I gave them a saying to say:
"I am somebody. I was
somebody when I came. I'll be a
better somebody when I leave. I
am powerful, and I am strong. I
deserve the education that I get
here. I have things to do, people
to impress, and places to go."
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And they said, "Yeah!"
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You say it long enough, it starts
to be a part of you.
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Teaching and learning should
bring joy. How powerful would
our world be if we had kids
employees who were not afraid
to take risks, who were not
afraid to think, and who had a
champion?
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Every child employee deserves
a champion, an adult who will
never give up on them, who
understands the power of
connection, and insists that
they become the best that they
can possibly be.
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Is this job tough? You betcha.
Oh God, you betcha. But it is
not impossible. We can do this.
We're educators. We're born to
make a difference.
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RITA PIERSON, TED EDUCATION
APRIL 2013
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Dr. Rita F. Pierson, the daughter of Hazel and Julius Walker, was born October 27, 1951 in Houston, Texas.
She departed this life on Friday, June 28, 2013.
Most recently she was recognized for sharing her expertise on the PBS production of TED Talks. The ABC television news magazine, 20/20 reported, "Educator Rita F. Pierson talks about the bond that is missing between educators and students". It was viewed and modeled for educators as far away as New Zealand. Over one million online viewers watched the 2013 TED Talks. [It’s now over seven million.]
Rita possessed a keen sense of observation and rare ability to accept and respect people for who they were. She never met a stranger and her infectious humor touched all with whom she came in contact.
“Houston Chronicle July 12, 2013
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WHY ARE YOU HERE TODAY?
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"I am somebody. I was
somebody when I came. I'll be a
better somebody when I leave. I
am powerful, and I am strong. I
deserve the education that I get
here. I have things to do, people
to impress, and places to go."
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And they said, "Yeah!"
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"Yeah!"
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"Yeah!"
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You say it long
enough, it starts
to be a part of
you.
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Oh me! Oh life! of the
questions of these
recurring,
Of the endless trains of
the faithless, of cities
fill’d with the foolish…
What good amid
these, O me, O life?
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Answer.
That you are here—
that life exists and
identity,
That the powerful play
goes on, and you may
contribute a verse.
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WHAT WILL YOUR VERSE BE?
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timmilesco.com/tgc16
MEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CUSTOMER EXPERIENCE
MESSAGING
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