PowerPoint Presentation

From WHY to CLARITYPresentation for VENUE DALLAS5 August 2016

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Intro2

WHYinspiration motivation satisfaction

EXERCISE: Take a moment to jot down your top competitor.

During the heart of this presentation, I will talk about your WHY please feel free to jot down thoughts as they come to you regarding your why.3

WHY

USP

Brand

Crystalize your purpose & servicesStarting point for deeper, more lasting relationships DifferentiationEasier to handle changeFilter for other decisionsLibertyCONFIDENCE-builder

BENEFITS:Crystalize your purpose & services;ID a starting point for building deeper, most lasting relationships (and background on how this works in the brain)DifferentiationEasier to handle changeFilter for other decisionsCONFIDENCE-builder

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Intellectual property licenses

privacy/data security

Advertising

legal compliancelead trial counsel

patent-related monopolization claims

high-profile mergers and acquisitions

complex antitrust

consumer protection

intellectual property

commercial disputes

Pharmaceuticals

Healthcare

Computerscomputer software

Semiconductors

oil and gas

Petrochemicals

entertainment and ticketinggaming equipment

pet foodsfinancial services

Telecommunications

avionics

Federal Trade Commission

Department of Justice consumer protection

antitrust

joint ventures

distribution arrangements

food and beverages

Defense

Airlines

Trying to be all things to everyone leaves a confusing message for prospects.5

Intellectual property licenses

privacy/data security

Advertising

legal compliancelead trial counsel

patent-related monopolization claims

high-profile mergers and acquisitions

complex antitrust

consumer protection

intellectual property

commercial disputes

Pharmaceuticals

Healthcare

Computerscomputer software

Semiconductors

oil and gas

Petrochemicals

entertainment and ticketinggaming equipment

pet foodsfinancial services

Telecommunications

avionics

Federal Trade Commission

Department of Justice consumer protection

antitrust

joint ventures

distribution arrangements

food and beverages

Defense

Airlines

Its not about practice.

Its about deliberate practice.

10k Hours, versus hours with purpose (not just repetition).http://www.inc.com/jessica-stillman/10-000-hours-researcher-actually-tons-of-practice-isn-t-enough.html

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Why vs. What & how they connect at different levels in the brain.7

Right now, youre risk being one of many, one of the same, one of what someone already has developed preconceived notions.

Instead, you should focus on what will help you stand out in their minds.8

YESWait, what? Tell me moreNO

Other PeopleOther People

If you provide a WHAT answer, you risk someone categorizing you by what they know about someone else.

Goal spur people to ask for more information before they categorize you based on what they know about Other People.9

Bedrock // Filter10

I provide the deep thought & strategy to navigate complex opportunities.

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{Apple spiel}

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computersbreakingthestatus quo

MEH.Yes, please!

What computers, versus

WHY to break the status quo13

computersbreakingthestatus quo

People do not buy you do, they buy

you do it.WHAT

WHY

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When WHY is absent, manipulations thrive.

A benefit of WHY is to differentiate by finding clarity around Your Story. It also contributes to pricing, and perception of price-value.15

WHY you do what you do. To INSPIRE, start with why.

HOW Values, principles guide how your Why (cause) comes to lifeHelps hold you accountableVerbs

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Integrity

Innovation

Always do the right thing.

Look at problems from a different angle.

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WHY belief

HOW action to realize the belief

WHAT the results that PROVE the belief

Champion for the Common Man

Cheap, fun, simple

You are now free to move about the country!

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Why becomes a maxim (rule of conduct),a driving force.

Helping business ideasland on their feet.

Example my tag is helping business ideas land on their feet. Cats land on their feetIve been through a few scrapes and Ive always landed on my feet so why not help others land on theirs?

The tag becomes a motto, a mantra and a CHECKPOINT for work I do: whether its someones blog content or social media training or their whole business development strategy my why is so ingrained in my business, that it helps me ensure quality before signing off. 19

Key Competitor?Technically its you. Before you even get out the door, before anyone even knows you have an idea you can talk yourself out of it first.20

What if?Lets try?It may not work.

Someone else tried that.

I cant afford to

Its risky

Spock has purpose he is logical, helpful, cautious. But too much Spock can stifle your creative side.[click]

Some of you are more Spock than Kirk. You think of the negative first. Thats LOGICAL its prudent for self-preservation and important for lawyers to consider all angles, possible outcomes, the oppositions moves.

But, you can get stuck there in the negative. To build your business, you must avoid getting stuck in a negative abyss.

While your creative Kirk-brain considers new opportunities, the Spock-brain may shoot down all of your hopes. The important lesson here is: the logical, linear, cautionary thought has its purpose, and your positive, creative side must harness the negative brain and recognize when it hears CONSTRUCTIVE criticism versus Negative self-talk.21

YES, andIt may not work.Someone else tried that.I cant afford toIts risky

(Turning No into Yes or at least possibility.)22

Comfort zones are plush-lined coffins. When you stay in your plush-lined coffin, you die. ~ Steve DaleGrowth and development require some discomfort.

Growth and development require some discomfort.23

Going is faster than stopping.It may not work.Someone else tried that.I cant afford toIts riskyTo give anything less than your best is to sacrifice the gift.ACTION

Reminder that ACTION will conquer fear.

To give anything less than your best is to sacrifice the gift. Your Best requires action.24

THOUGHTIT WASPOSSIBLE

A Partner at a notable large Dallas-based firm came to me once scared of an upcoming opportunity for public speaking. I coached her to overcome her fear, she went on to confidently and successfully present her talk before a room of more than 100 professional peers.

Heres the key: She had the fear. But in part of her mind, she thought IT WAS POSSIBLE because she signed up to speak. She THOUGHT it was possible.

If you ever learned to bike, to swim, learned a new language the Rule Against Perpetuities you can take on something new.25

THOUGHTIT WASPOSSIBLE

The Rule Against Perpetuities

If youve ever learned to bike, to swim, learned a new languagethe Rule Against Perpetuities then its possible to overcome that negative voice in your head.26

Key tools to overcome your first antagonistBe Specific/Be ClearWrite down goalsRestate goals Daily out loud SwSwSwSwMaster MindImpossible is NothingRainmakers ReadWrite ideas down ASAPChoose associations wisely

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WHY

CLEAR goals

PURPOSEFUL, strategic networking

CONFIDENCE

When you start with Why you have a basis to help define clear, specific, actionable goals.

You can also conduct purposeful, strategic networking.

Overcoming the inner critic gives you confidence. Also with self-discipline, we gain liberty.28

PASSION

When youre committed to something, you accept no excuses, only results. ~ Ken Blanchard

As you think about your why, your purpose keep in mind what it is that you are passionate about what will enable you to say I love what I do.

There is a difference between interest & commitment. When youre interested I doing something, you do it only when its convenient. When youre committed to something, you accept no excuses, only results. Ken Blanchard29

What inspires you?

What gets you out of bed?

What makes you smile?

What would you enjoy doing even for free?Why ~ Belief

EXERCISE BREAK A: OUTLINE YOU WHYWhat truly sets you apart from all the other lawyers in DFW? In your field? In your office? From your alumni group? From your practice group?

You can start with the basics: Im an attorney, I work in IP, I specifically enjoy IP work related to.

EX BREAK - B: Pair up; take 30 seconds to deliver your Why/Intro and receive feedback. Then Ill indicate a time to switch the other person delivers their Why/Intro and receives feedback. Give CONSTRUCTIVE feedback more than that was good. Actionable Feedback.30

ReferralClosedBusiness

General Referrals well-intended, may not have all the information from prospects;May not well-understand what you do, whom you serve.

Star ReferralsUnderstand your purpose, your services, your targets, your goalsSend (qualified) leads

In this way you can SCALE your Networking.

Goals:Educate your sourcesTrack your sourcesThank your sourcesRe-educate themHow may I serve you?31

ReferralClosedBusinessGoals: Educate your sources Track your sources Thank your sources Re-educate them How may I serve you?

General Referrals well-intended, may not have all the information from prospects;May not well-understand what you do, whom you serve.

Star ReferralsUnderstand your purpose, your services, your targets, your goalsSend (qualified) leads

Goals:Educate your sourcesTrack your sourcesThank your sourcesRe-educate themHow may I serve you?32

MASTERMIND

Your ability to grow & generate new ideas is somewhat finite when working alone.

Thus the value of working STRATEGICALLY with others can exponentially increase your capacity for ideation, not to mention the benefits gained from outside perspective and constructive feedback.

Master Mind (size, safe, solve business issues). Can relate to your ability to think broadly about your clientsand their clients.33

Present and future needs Fit with position requirements Suitability in personality (culture) Compatibility with Your WHYTeam

Again - Your ability to grow & generate new ideas is somewhat finite when working alone.

Be sure you make your hires based onYour present and future needsTheir fit with the requirements of the position [FIT]Their suitability in personality [StrengthsFinder, DISc, M-B]Their compatibility with your WHY

Chose MC for the skills, synergy, systems knowledge required for the voyage and the Passion for the sense of adventure. Even the scientist had passion for his work. Though, without the Commanders compassion for his friend balanced with the goals of his mission and how to overcome obstacles the mission (the business) might be lost.

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Give it away strategically, based on your why.

Build with tools related to your why.

Advertising/Sponsorships spend the money??Write blog, articles, commentary right exposure?Speak/PodcastWhat are your calls to action? What do you want prospects to do?Your associations strategic, to help carry out & extend your whyWhich social/digital tools to comport w/ why & for available time?Video polished, rough, where, when?Client Feedback WHY informs you around questions you should askand asking creates a feedback loop that hones your why.35

THINKLIKE A FAN

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People do not buy you do, they buy

you do it.WHAT

WHY

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BIG LAWviewpoint

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33.8%

BTI surveyed to ask How much time spent on targeted initiatives to client dev? Big 30 spending 33.8% on CD. Next group 26.3, next 27.4, next 28.3. Thus top is spending 1/3 more than next or other tiers. Next line events:Big 8.3, 31-100 16.0%, 101-200 14.2%, Outside 200 $17.5%.Big Law has decided to be aggressive to go get clients & are funding these activities. BTI always asks if someone has a Big New initiative does it have a budget? (w/o one, its just a wish).

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33.8 26.3 27.4 28.38.3 16.0 14.2 17.542.142.341.645.8

Next line events:Big 8.3, 31-100 16.0%, 101-200 14.2%, Outside 200 17.5%.Big Law has decided to be aggressive to go get clients & are funding these activities. CD is more intimate, you can gather info & feedback.

BTI always asks if someone has a Big New initiative does it have a budget? (w/o one, its just a wish).

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BIG LAWdifferentiatorsBUDGETSERVICEIMPACT

BUSINESSCLIENT

BTI always asks if someone has a Big New initiative does it have a budget? (w/o one, its just a wish).

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SERVICE

How many of you have CLIENTS?

How many of you have CLIENT FEEDBACK SYSTEMS?-- a documented process for contacting clients, researching & deriving actionable feedback from that research?

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BTI always asks if someone has a Big New initiative does it have a budget? (w/o one, its just a wish).

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ACTION

Thus: Client Feedback informs your efforts so you take action that leads to revenue.44

Big law is asking whats impacting your business (not whats your legal issue) then responds Im going to help you figure this out; lets assess the risk/exposure.

Thus, how you leverage client TEAMS.

Also important to delegate the research to someone who is as passionate as you & understands your WHY:- thats why its so important to hire someone for fit (good at research), who is passionate about your culture (productivity, growth), and understands your why (will go further in their research to understand clients needs and how your why may relate in ways to SERVE.

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ResearchDelegate(Fit Productivity/Growth Passion)WHY

Big law is asking whats impacting your business (not whats your legal issue) then responds Im going to help you figure this out; lets assess the risk/exposure.

Thus, how you leverage client TEAMS.

Also important to delegate the research to someone who is as passionate as you & understands your WHY:- thats why its so important to hire someone for fit (good at research), who is passionate about your culture (productivity, growth), and understands your why (will go further in their research to understand clients needs and how your why may relate in ways to SERVE.

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BTI SUMMARY: Best Law Firms in the Top Spending Industries

In July, BTI published this summary of the Best Law Firms in the Top Spending Industries. One description stuck out to me & comports with the BTI presentation in April THINK like their clients.

Now for tech that takes a little specialized knowledge in some cases (engineering, bio-tech backgrounds, etc.). 47

Take-Aways:Differentiate based on Your clear WHYManage your own self-talk for positive motivationEducate your contacts to leverage your networkSelf-promote within your WHY, your passionHire, develop culture based in WHYSERVE through client (and employee) feedbackEnvision the needs of clients clients

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Teresa Martin214.356.5544FlipCatConsulting.com@FlipCatLLCin/TeresaMartinFlipCatHelping business ideasland on their feet.

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Teresa Martin214.356.5544FlipCatConsulting.com@FlipCatLLCin/TeresaMartinFlipCatHelping business ideasland on their feet.Attorney Business Development training & coaching

Interim, long-term Marketing Director/Adviser

Project, contract, on-site consulting

Texas Bar-approved CLE training (1.0 Ethics)Compliance-based business development & marketing strategies for attorneys and professional services.

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