Own Your Story - Product Camp Austin 2012 PCA8

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Presentation by Josh Duncan, @joshua_d, made at Product Camp Austin 2012

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<p>How I met my wife</p> <p>Own Your StoryorSomeone Else WillJoshua Duncan@joshua_d#PCATXhttp://vimeo.com/168611311</p> <p>2Good marketing uses the products to help tell a story.</p> <p>Bad marketing tells stories about products.- Simon Sinekhttp://blog.eloqua.com/demandcon-storytelling/</p> <p>People dont buy into your product. They buy into your approach to solving their problem, Ernst intoned. Too often, marketers miss the mark by putting all their resources into the benefits of a product, rather than the passion and ingenuity that fueled the creation of that product in the first place.</p> <p>3</p> <p>Define Your Story We help X do Y doing ZWe help sales win more business by converting leads to prospects faster</p> <p>We help IT keep the business running by automatically fixing network downtime. 5</p> <p>http://blog.eloqua.com/demandcon-storytelling/</p> <p>People dont buy into your product. They buy into your approach to solving their problem, Ernst intoned. Too often, marketers miss the mark by putting all their resources into the benefits of a product, rather than the passion and ingenuity that fueled the creation of that product in the first place.</p> <p>6</p> <p>A DIGITAL PRESENCE IS JUST A WAY OF LIFE</p> <p>We are competing for the moment.We are competing for the future.We are competing for relevance.- Brian Solis</p> <p>Marketing is not a battle of productsIt is a battle of perceptions9</p> <p>Marketing is not a battle of productsIt is a battle of perceptions10</p> <p>Own your StoryCompanies can never be sure about the final stories circulating in the market. Hence, telling authentic stories in the beginning is always best.- Philip Kotler, Marketing 3.012</p> <p>Things that GLOW. </p> <p> Seth GodinThere's an argument for transparency.The market, though, often seeks out the translucent. </p> <p>Bad example good tactics vs. good story/strategy13</p> <p>Write One, Run Everywhere</p> <p>http://www.youtube.com/watch?v=pHxtB8zr8UM</p> <p>http://www.youtube.com/watch?v=ROGVzVCp_Nc</p> <p>14Marketing is not a battle of products,It is a battle of perceptions- Ries &amp; TroutMarketing is not a battle of productsIt is a battle of perceptions15</p> <p>http://www.youtube.com/watch?v=pHxtB8zr8UM</p> <p>http://www.youtube.com/watch?v=ROGVzVCp_Nc</p> <p>16</p> <p>Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. Sun TzuBad example good tactics vs. good story/strategy</p> <p>17</p> <p>Evolve your StoryWhen you make a decision, it results in an action. And the accumulation of those decisions and actions become how people describe you and think of you.It becomes your story</p> <p>- Jeanne Bliss, I Love You More Than My Dog19Is this good?</p> <p>Amazon.com sold its first book from Jeff Bezos' Seattle area garage in July of 1995. The book was Fluid Concepts &amp; Creative Analogies: Computer Models of the Fundamental Mechanisms of Thought.</p> <p>During its first month in business, Amazon.com received orders from people in 50 U.S. states and 45 countries across the world.20</p> <p>Amazon.com sold its first book from Jeff Bezos' Seattle area garage in July of 1995. The book was Fluid Concepts &amp; Creative Analogies: Computer Models of the Fundamental Mechanisms of Thought.</p> <p>During its first month in business, Amazon.com received orders from people in 50 U.S. states and 45 countries across the world.21</p> <p>Own Your StoryorSomeone Else WillJoshua Duncan@joshua_dhttp://vimeo.com/1686113124Image CreditsStory -http://www.flickr.com/photos/umjanedoan/497411169/sizes/z/in/photostream/Mint www.mint.comContent Grid - http://blog.eloqua.com/the-content-grid-i-all-so-meta/Spiderman - http://www.flickr.com/photos/polvero/3422530445/sizes/l/in/photostream/Dinosaurs - http://www.flickr.com/photos/superamit/3886055392/sizes/o/in/photostream/Napkin - http://www.flickr.com/photos/hammock/3605669058/sizes/l/in/photostream/Amazon - http://mashable.com/2011/07/22/facts-amazon-com/#205832-The-First-Book-SaleContent map - http://www.contentmarketinginstitute.com/2011/04/content-mapping-b2b-marketing/2012 - http://www.flickr.com/photos/creative_stock/6603724951/sizes/l/in/photostream/Seth - http://sethgodin.typepad.com/seths_blog/2012/02/transparent-or-translucent.html</p> <p>26</p>