simon mainwaring
TRANSCRIPT
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STOP!1. Remove your blinkers.
2. Set your ego aside.
3. This is not about you.
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What¶s in a name?
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No less than
everything(Right, Ken!)
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Do:
Top 10% of all companies - ever.
Don¶t:
Waste your time and mine.
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TheWhat
Definition
Values
Purpose
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Definition
Two choices:
a) Everything to everyone
b) Something to someone
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Why?
If you don¶t know who you are«
neither do we.
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Values
Be human.
Have emotions.
Find your voice.
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Why?
Because we are too.
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Purpose
What you contribute
NOTget.
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Why?
It makes you meaningful
and sharable to others.
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Benefits
Market with consistency/effectiveness
Be shared to earn WOM/goodwill/loyalty
Contribute to generate profit
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Where to start?
2 options:
1. What you do (how you act)
2. Who you are (how you sound)
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Warning!
Outward in
NOTInward out
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What to own?
Emotional
high
ground
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What to sell?
What the buyer wants
NOTwhat the seller has.
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How to do it?
1. Paper the walls
2. Interrogate
3. Reduce4. Research
5. (Re)Design
6. Stop
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B2B
Authority
B2C
Humanity
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Market Realities
Emotions are your currency
Business is irrevocably social
Top down control lost to bottom up community
Technology changes, values don¶t
Shared values leverage community
Expand self-interest to include greater good
Look to community for profit, IP and longevity
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Clear?
To leverage community commit to a purpose
that serves the greater good based on
authentic core values.
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Yoda Moment 1
Technology is teaching us to be human again.
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Yoda Moment 2
When you own the relationship
you own everything.
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Yoda Moment 3
Companies will be distinguished by
the quality of their listening.
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Branding and Naming
It not what you do, it¶s who you are.
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How do I know I got it right?
Reverse
Elevator
Pitch
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Twitter: @simonmainwaring