week 6 action plan: dave duarte
TRANSCRIPT
Building your Guiding Principle
Forward Thinking
Presented by @DaveDuarte for the @UCTupstarts
Busy or productive?
No business plan survives first contact with the customer
get beyond product
Trends are not on the side of traditional
toymakers
Lego isn’t just a toy-maker. It’ s more than the bricks. It is a belief system with iconography that reminds of the the tenets: play well, connect with others, remix everything, build your world.
What is Lego?
Danish: leg godt, play well. Italian: I connect.
THE GOLDEN CIRCLE
WHATHOWWHY
BORING INSPIRING
“PEOPLE DON’T JUST BUY WHAT YOU DO,BUT WHY YOU DO IT.”
Simon Sinek
WHAT HOW
Each aspect of your business is like a little piece of Lego
…meaningless on its own, but magical when combined with a creative vision.
@Treeshake, 2015
Your Guiding Principle Company:
What problem do you solve?
Your top valuesYour MAIN community
Date:
Guiding Principle: What belief unites your community
What’s your vision:
What are you AGAINST? What are you FOR?
What’s your mission
What is your guiding principle?
Your MAIN community
@DaveDuarte
1% > 9% > 90%Create ConsumeShare
Start Small
@Treeshake, 2015
Your Guiding Principle Company:
What problem do you solve?
Your top valuesYour MAIN community
Date:
Guiding Principle: What belief unites your community
What’s your vision:
What are you AGAINST? What are you FOR?
What’s your mission
What problem do you solve?
@PhotoMatt
Vitamin or Aspirin?
Your Name:
The Guiding Principle Canvas
Project:
What problem do you solve?
Your top valuesYour MAIN community
Date:
Guiding Principle
What’s your vision:
What are you AGAINST? What are you FOR?
What’s your mission
@treeshake 2015
What is your mission?
- Raymond Ackerman
you are in business to maximize your mission!
You are not in business to maximize profit;
Your Name:
The Guiding Principle Canvas
Project:
What problem do you solve?
Your top valuesYour MAIN community
Date:
Guiding Principle
What’s your vision:
What are you AGAINST? What are you FOR?
What’s your mission
@treeshake 2015
Your VisionIf you fulfil your mission, what would that look like?
Fill in the picture with details, like:
• What would it be like to achieve your Mission? • What evidence is their of your success? • What is different in your client’s world? • What is different in your world? • How does it feel, look, sound, taste etc.
A mission statement can be understood, but to make people BELIEVE it you need a vision
#Purpose
Your Name:
The Guiding Principle Canvas
Project:
What problem do you solve?
Your top valuesYour MAIN community
Date:
Guiding Principle
What’s your vision:
What are you AGAINST? What are you FOR?
What’s your mission
@treeshake 2015
Your Valueswhat are the emotions that drive your business?
Many companies have nice sounding value statements, such as:
29
IntegrityCommunication
RespectExcellence
Enron, whose leaders went to jail, and which went bankrupt from fraud, had these values displayed in their lobby:
Integrity Communication Respect Excellence
30(These values were CLEARLY NOT what was really valued at Enron)
Every contact point should reflect your values
Values make HOW you do your work different to others companies.
p.s. they can seem INCONVENIENT at times.
Your Name:
The Guiding Principle Canvas
Project:
What problem do you solve?
Your top valuesYour MAIN community
Date:
Guiding Principle
What’s your vision:
What are you AGAINST? What are you FOR?
What’s your mission
@treeshake 2015
attracting followers in a complex context
Defining your Big Ideal
Whatever the story, it is what you have to overcome that makes it interesting.
The situation and context the brand is at it’s best self – its values and beliefs.
Which cultural tensions exist in the lives of our target group?
BRANDS BEST SELF CULTURAL TENSION
THE BIG IDEAL
(WHAT ARE YOU FOR) (WHAT ARE YOU AGAINST)
#Purpose
BIGIDEAL
Dove believes the world would be a better place if women were allowed to feel good about themselves.
For Scrabble, the world would be a better place if we rediscovered the magic of words.
#purpose
Cultural Tension: Teen vocabularies are considerably smaller than they were twenty years ago.
Ideal Self: Scrabble makes learning new words fun and social.
What is your guiding purpose? The filter through which all your work
will pass.
@Treeshake, 2015
Your Guiding Principle Company:
What problem do you solve?
Your top valuesYour MAIN community
Date:
Guiding Principle: What belief unites your community
What’s your vision:
What are you AGAINST? What are you FOR?
What’s your mission
In Conclusion…
Big Picture. Small Wins.
1% improvement
1% Decline
Time
“The Aggregation of Marginal Gains” Sir Dave Brailsford, Team Sky
