what makes you different makes you stronger

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Sametz Blackstone Associates What makes you different makes you stronger CASE D1 – 27 January 2011

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The key to forging a strong identity for your school or organization is knowing what sets you apart from everyone else: what you do/have/offer that no one else does…at least not quite the way you do. Do you know what truly differentiates you? Do your students and faculty and constituents? Is your standout quality a part of the story you’re telling? This interactive, lively, informal table session - full of case studies and real-world examples - will guide you through the process of answering these questions for your community...and put you on the path towards more authentic branding for your entire organization.

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Page 1: What Makes You Different Makes You Stronger

Sametz Blackstone Associates

What makes you different makes you stronger

CASE D1 – 27 January 2011

Page 2: What Makes You Different Makes You Stronger

Who I am Tamsen McMahon

[email protected] @tamadear

Sametz Blackstone Associates www.sametz.com www.sametz.com/roundthesquare @sametz

Brass Tack Thinking brasstackthinking.com

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Setting the stage

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EXERCISE: What do you want people to know about your institution?

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What’s your “lobby pitch”?

http://www.flickr.com/photos/stevensnodgrass/4017403148/

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Now, cross any of these off…

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It’s okay. You’re not alone.

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XXXXXXXXXXXXX educates the most promising students and prepares them for a lifetime of learning and of responsible leadership, through a faculty dedicated to teaching and the creation of knowledge.

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XXXXXXXXXXXX is committed to fostering excellence in academics, the arts, and athletics within a vibrant, caring community. With emphasis on integrity, leadership, diversity, and service as well as on respect for self and others, XXXXXX provides its students with a unique opportunity to prepare themselves for the challenges and choices they will face as … citizens of the world.

10© Sametz Blackstone Associates

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XXXX combines world-class academic programs with an active campus life that offers students countless leadership and volunteer options and rich opportunities after graduation…. Faculty members—world-class teachers and scholars committed to liberal arts education—collaborate with students in a learning experience that is transformational for both.

11© Sametz Blackstone Associates

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Here's the problem:

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You need to be here:

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Not here.

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Or there.

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But when you use these…

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You’re adding to this.

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You need to stand out from the noise.

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And the herd.

20© Sametz Blackstone Associates

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Which means taking the noise away.

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And figuring out what makes you different.

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And figuring out what makes you different.

Really different.

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Like this:

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XXXXXXXXXXXX, located in the heart of Boston, Massachusetts, is the nation’s premiere institution in higher education devoted to communication and the arts in a liberal arts context.

25© Sametz Blackstone Associates

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XXXXXXXXXXX is distinctive among U.S. and international universities in having two faculties, in business and in the arts and sciences, which are unified in their educational mission. XXXXX may therefore be understood as a university within a business school — a university because of the character and scope of its education and research agendas, and a business school because of its orientation. 

26© Sametz Blackstone Associates

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XXXXXXXX regards education as a sensual and ethical, no less than an intellectual, process. It seeks to liberate and nurture the individuality, the creative intelligence, and the ethical and aesthetic sensibility of its students, to the end that their richly varied natural endowments will be directed toward self-fulfillment and toward constructive social purposes.

We believe that these educational goals are best served by demanding of our students active participation in the planning of their own programs, and in the regulation of their own lives on campus.

27© Sametz Blackstone Associates

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Getting there

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Take out the noise.

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And what isn’t true.

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Heighten contrast.

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Add dimension.

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And detail.

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What’s different?

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What you do

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37© Sametz Blackstone Associates

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38© Sametz Blackstone Associates

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39© Sametz Blackstone Associates

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Specific programs

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How you do it

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45© Sametz Blackstone Associates

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Who you are

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Where you are

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Who’s on the faculty

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Who your students are

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Who your students are

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Who your students were

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It’s all about results.

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How what you deliver…

yours

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…matches what they want.

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Going further

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EXERCISE: MissionProgramsMethodStatusLocationFacultyStudentsAlumni

What’s different?

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More ideas…

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EXERCISE: What would be lost?

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EXERCISE: If you were a ______ what would you be? (person, color, tree)

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EXERCISE: What's your personality?

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EXERCISE: Ask students / faculty / staff / administration / alumni why they're there (or were)

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EXERCISE: Look at what people say in unofficial channels (or in comments on official ones)

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Wrapping up

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EXERCISE: Rewrite your “lobby pitch.”

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Be different. Be you.

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Take out the noise.

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Heighten contrast.

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Add dimension.

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Because you’re not just part of the herd.

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81© Sametz Blackstone Associates

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You’re remarkable.

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Who I am Tamsen McMahon

[email protected] @tamadear

Sametz Blackstone Associates www.sametz.com www.sametz.com/roundthesquare @sametz

Brass Tack Thinking brasstackthinking.com