TAMSEN WEBSTER @tamadear

SVP, Executive Communications !

EASY IS THE NEW HARD

@tamadear© 2014#HardIsEasy

Stack first.

Frameworks: 01

@tamadear© 2014#HardIsEasy

@tamadear© 2014#HardIsEasy

@tamadear© 2014#HardIsEasy

@tamadear© 2014#HardIsEasy

It’s easy to make things hard,but it’s not hard to make

things easy.

Frameworks: 02

@tamadear#HardIsEasy © 2014

No pain No gain

@tamadear© 2014#HardIsEasy

Hard ≠ GoodHard = Hard

Frameworks: 03

@tamadear© 2014#HardIsEasy

Frameworks: 04

Process

@tamadear© 2014#HardIsEasy

Frameworks: 04

Connect

Process

@tamadear© 2014#HardIsEasy

Frameworks: 04

Connect Retrieve

Process

@tamadear© 2014#HardIsEasy

Frameworks: 04

Connect Retrieve

Process

@tamadear© 2014#HardIsEasy

XCNNPH DFB ICI

ANC AAX

@tamadear© 2014#HardIsEasy

X CNN PHD FBI CIA

NCAA X

@tamadear© 2014#HardIsEasy

XCNNPH DFB ICI

ANC AAX

@tamadear© 2014#HardIsEasy

Frameworks: 04

Connect Retrieve

Process

@tamadear© 2014#HardIsEasy

Frameworks: 04

Memorable Repeatable

Simple

@tamadear© 2014#HardIsEasy

Frameworks: 05

Memorable Repeatable

Simple

EASY

@tamadear© 2014#HardIsEasy

frame•work/ˈfrāmˌwərk/ A basic conceptional structure

@tamadear#HardIsEasy © 2014

FRAMEWORKS = EASY

@tamadear© 2014#HardIsEasy

Eat food. Not too much. Mostly plants.

Frameworks: 06

@tamadear© 2014#HardIsEasy

AlwaysBe Closing

Frameworks: 07

@tamadear© 2014#HardIsEasy

Frameworks: 08

@tamadear© 2014#HardIsEasy

A=B B=C A=C

Frameworks: 09

@tamadear#HardIsEasy © 2014

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.

Frameworks: 10

@tamadear© 2014#HardIsEasy

Frameworks: 11

} } } }

AWARENESS FAMIL IAR I TY CONSIDERAT ION LOYALTYPURCHASE

The Marketing Funnel

@tamadear© 2014#HardIsEasy

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.

Frameworks: 12

@tamadear© 2014#HardIsEasy

Frameworks: 13

@tamadear© 2014#HardIsEasy

Frameworks: 14

@tamadear© 2014#HardIsEasy

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

Frameworks: 15

@tamadear© 2014#HardIsEasy

Frameworks: 16

@tamadear© 2014#HardIsEasy

Frameworks: 16

(180 steps per minute)

@tamadear© 2014#HardIsEasy

1. Color 2. Pattern 3. Style 4. Fit 5. ❤

Frameworks: 17

@tamadear© 2014#HardIsEasy

Frameworks: 18

@tamadear© 2014#HardIsEasy

Touch it once.

Frameworks: 19

@tamadear© 2014#HardIsEasy

Frameworks: 20

@tamadear© 2014#HardIsEasy

Partners.

Frameworks: 21

@tamadear© 2014#HardIsEasy

Your framework ≠ my framework

Frameworks: 22

@tamadear#HardIsEasy © 2014

EVERYTH ING HAS A FRAMEWORK

@tamadear© 2014#HardIsEasy

1. Borrow 2. Build

Frameworks: 23

@tamadear© 2014#HardIsEasy

Frameworks: 24

@tamadear© 2014#HardIsEasy

?

Frameworks: 25

@tamadear#HardIsEasy © 2014

WE CREATE THE WORLD WE TH INK WE SEE .

Frameworks: 26

@tamadear© 2014#HardIsEasy

Fret. Find. Frame.

Frameworks: 27

EASY .