Making it Stick: Planning Your Elevator Pitch

Introducing Moore’s Chasm

• Innovator:These people are using the technology for the love of the challenge. It does not matter that there are some problems that’s all part of the fun to these “techies”.

•Early adopter: A more serious user of the product who sees the product for what it will bring, not for the technical challenge; these are the business “visionaries”. This is the brink of the chasm, get to the next segment and you are a proven market leader.

• Early majority:If the product gets this far it has serious prospects of success. The toughest chasm is behind you. These are loyal “pragmatists” but they need peer review, references and support before they will pay a premium price for the product.

•Late majority:These “conservatives” represent approximately one third of the market they extend the product’s life when it is no longer state-of-the-art.

•

Laggard:Sceptics, these are the people who will only adopt when they need to.

It can be seen that there are many chasms between the groups but the largest is between the early adopter and the early majority. 

How to bridge the chasm – D Day

• You want to get into mainstream (Europe)

• Currently dominated by ‘competitor’ (Axis)

• Invasion of other ‘products’ needed (Allies)

• Transition from early market base (England)

• Strategic target market segment in the mainstream (Normandy beaches)

• Separating you from your goal is the chasm (English Channel)

• You need to cross the chasm ( D Day)

• Force competitor out of targetted niche market ( secure beach)

• Take over additional market segments (France)

• Overall market domination (Free Europe)

Target the first area to engage with

1. Divide up the universe of possible customers into market segments2. Evaluate each segment for its attractiveness3. Narrow targets down to a very small number4. Pick one and go after it

Returning to your project

• What is unsatisfactory about the current situation?• Who are your dissatisfied colleagues/ students?• Why are they dissatisfied? • Do they know they are dissatisfied?• What are you offering?• What does it do?• Unlike......?’ • What are the ‘segments’ of your current situation?• Where are your narrow target groups?• Pick one.........

Things to consider….

What is your story…?

Elevator Pitch

• In pairs, you have 30 seconds to pitch your story to someone who you need to influence.

• On-line pitch wizard http://www.15secondpitch.com/new/index.asp

• Tip – According to Chip and Dan Heath, a ‘sticky story’ is one that is– Simple

– Unexpected

– Credible

– Concrete

– Has an emotional appeal

Know your target

• Their ‘perceptions’ – of you, your motives

• Their ‘information’ – What they do or do not know?

• Their ‘attitudes’ – Hostile, resistant, trusting, up for it

• Their ‘motives’ – What they want, their needs/objectives?

• Their ‘roles’- Are you introducing anxiety or support?

• Their ‘values’ – What they believe to be good and bad?

• Their ‘language’ – Technical, informal, formal

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The contexts

• You are influential within the contexts of– Learning communities– Social networks– Knowledge generation– Personal and positional power

• It is important to know yourself and know where you are

• eg Social network analysis

Social Network Analysis

Know yourself

KnownToOthers

Arena

Adaptable 4Caring 3Calm 2Intelligent 2

Blind Spot

Reflective 6Helpful 4Knowledgeable 3Brave 3Able 2Warm 2Friendly 2Witty 2Responsive 2Trustworthy 2CheerfulComplexModest EnergeticRelaxedAcceptingObservantBoldOrganizedSensibleGivingTense Self-consciousNervousClever

Not known to others

Façade

PatientSympathetic

Unknown

Confident, dependable, Idealistic, independent, ingenious, introverted, kind, logical, loving, mature, powerful, proud, quiet, searching, self-assertive, sentimental, shy, silly, spontaneous, sympathetic, wise

Capturing Influence – The Influence Wheel

CIPeL Influence Wheel 2005-2007Project Partners: Coventry University and Sheffield Hallam University

CIPeL

Instructions:Hovering over a cell will display the influence level and the particular influence element.The more cells in a ring, the more outputs and activities have been completed and the more networking links have been

Rippling out from the centre you see the influence of CIPeL through:

1. The Core Team,2. Departmental secondments and activities, 3. Institutional secondments and activities, 4. National links, outputs and activities,5. International links,

Who are you going to talk to ….?

Remember your stakeholder analysis…..

Stakeholder list…..

• C:\Documents and Settings\steveo\Desktop\StakeholderCommunicationsWorksheet.pdf

Involving your wider team..

…..including delegation, ownership and responsibility

Developing your action plans…

……but remembering that organisations are cultural entities and that change emerges, is organic and is value-driven.

Thank you