BRANDING & POSITIONING FOR THE JOB SEARCHMatthew S Byrne

Branding & Positioning

Why is it that I can arrive at my Hertz Rental Car with the keys in the ignition, car running, trunk conveniently open - in a parking space with my name on it but it takes 40 minutes to check into a hotel?Do they think we are going to steal the hotel room?

Branding & Positioning

Why is it that Federal Express can “absolutely, positively” deliver my package on time.

Operational Excellence

Product Leadership

Customer IntimacyBut my airline manages to lose my luggage between the plane to the baggage area?

Discipline of Market Leaders: Three Fundamental Business Strategiesfrom "The Discipline of Market Leaders" by Treacy and Wiersema

Branding & Positioning

Why can Casio make a calculator that costs less than a box of corn flakes?

Operational Excellence

Product Leadership

Customer IntimacyDoes the cost of silicon cost less then the price of corn?

Discipline of Market Leaders: Three Fundamental Business Strategiesfrom "The Discipline of Market Leaders" by Treacy and Wiersema

OPERATIONAL EXCELLENCE (to deliver quality, price and ease of purchase and use)

Processes for end-to-end product supply and basic service that are optimized and streamlined to minimize cost and provide hassle-free service .

•Operations that are standardized, simplified, tightly controlled and centrally planned, leaving few decisions to rank-and-file employees.

•Management systems that focus on integrated, reliable, high-speed transactions and compliance to norms.

•A culture that abhors waste and rewards efficiency.

McDonalds

Dell Computer

Wal-Mart

Discipline of Market Leaders: Three Fundamental Business Strategiesfrom "The Discipline of Market Leaders" by Treacy and Wiersema

PRODUCT LEADERSHIP (creating the best products or services)

A focus on the core processes of invention, product development, and market exploitation.

•A business structure that is loosely knit, ad hoc, and ever-changing to adjust to entrepreneurial initiatives and re-directions that characterize working in unexplored territory.

•Management systems that are results-driven, that measure and reward new product success, and that don't punish the experimentation needed to get there.

•A culture that encourages individual imagination, accomplishment, out-of-the- box thinking, and a mind-set driven by the desire to create the future.

3M

Nike

Apple

Discipline of Market Leaders: Three Fundamental Business Strategiesfrom "The Discipline of Market Leaders" by Treacy and Wiersema

CUSTOMER INTIMACY (delivering what specific customers want)

An obsession with the core processes of solution development (helping the customer understand exactly what is needed), results management (ensuring the solution gets implemented properly), and relationship management.

•A business structure that delegates decision-making to employees who are close to the customer.

•Management systems that are geared towards creating results for carefully selected and nurtured clients.

•A culture that embraces specific rather than general solutions and thrives on deep and lasting client relationships.

LL Bean

Nordstroms

Ritz Carlton

Discipline of Market Leaders: Three Fundamental Business Strategiesfrom "The Discipline of Market Leaders" by Treacy and Wiersema

Branding & Positioning

IBM?

Southwest Airlines?

NetFlix?

Google?

Operational Excellence

Product Leadership

Customer IntimacyAny others?

Discipline of Market Leaders: Three Fundamental Business Strategiesfrom "The Discipline of Market Leaders" by Treacy and Wiersema

NARROW YOUR FOCUS, DOMINATE YOUR MARKET

Relevancy Result

Differentiation Benefit

Segment

Target

Solutions

Brand

Research

Market Segmentation / Targetingfor the job market Who is your target audience?

What industry? What are the SIC codes? Are there new industries that might benefit from

skills and talents you’ve cultivated in an old industry?

How are the organized? Where are they headed? What are they reading? Where do they congregate?

What are the titles of the decision makers. Never take no from someone not authorized to

say yes.

Know Your Audience - Personality Customers are not all the same in

their looks, buying decisions, needs, objectives or problems. So why would you use the same technique for each?

If you were a muscian, would you play the same song for a group of 50 year old benefactors as you would for a group of 20 year olds?

• Tiger• Fun Loving• Implusive• Big Ideas

• Lamb• Non

confrontational• Indecisive,

Nervous

• Owl• Analytical,

Detail• Seeks Logic• Metrics

• Bull• Get to the Point• Seeks Control• Big Picture

B O

TL

Targeting – Know Your Audience

Relevancy – Job Market?

What are their corporate philosophies? What matters to them? What clutter can I eliminate? What are they searching for? What are the missing that I provide? How can I be relevant?

Solutionsfor the job market

You are not a job candidate, you are a SOLUTION to a problem.

Find the pain. Know your client.

Why are they hiring. What challenges have they faced in the

past? What are they trying to solve? Where do they want to be in 10 years?

Solutionsfor the job market

Write down 3 challenges (PAIN) facing your industry. Employee retention? Shrinking margins? Outsourcing? Regulatory? Outmoded Technology? Shrinkage? Aging workforce? Rising costs of operations? Out dated equipment?

Information Overload = Find RelevancyTo read every book published in 1988, it would take constant reading 24 hours a day, 7 days a week for 30 year to get through them all.

People are inundated with advertising messages. They only way for your message to stand out is to make it resonate. To do this, you must connect with the audience and a very meaningful and powerful way.

1999

2005

2009

Differentiation – Unique Selling Proposition (USP)for the job market

What makes you unique? Write down 3 things that make you

unique from all other job candidates. If most other candidates can say the

same thing, its not unique.

Features versus Benefits

SOTHAT

• Our lawn mowers have blades that never dull.

SOTHAT

• So that you can cut your lawn in less time and never spend time or money sharpening.

SOTHAT

• So that you can have great looking lawn and you spend more time with your family.

PAIN: Poorly cut lawn, cost of blade sharpening, time to cut lawn

Features versus Benefits

SOTHAT

• My unique methods allowed me to training talent quicker and retain employees longer

SOTHAT

• So that our company was able to save 22% of hiring expenses in 2010.

SOTHAT

• So that we could allocate those savings to productivity tools that increased profits by 9%.

PAIN: Retention Issues

Differentiationfor the job market

How do you benefit the company? Adding to the 3 things that make you

unique, to each add a SO THAT statement to drive to the benefit and ideally solves the problems of your industry or target company.

Summaryfor the job market

Know Your Audience Target industries and positions who

have PAIN, only you can solve. Be Relevant,

Customize every resume to fit the job. Make your round peg square, every time.

Differentiate, what is your Unique Selling Proposition (USP)

Think benefits, not features. Use the SO THAT technique.

Summary – The Interviewfor the job market

Do your homework.Ask good questions.Do a lot of listening.We speak at 600 words per minute and listen at 1200 words a minute. God gave is 2 ears and 1 mouth, act accordingly. Asking good questions helps you determine what’s valuable to them (what’s their pain). Tell them what they need to hear, not everything you know.

MATTHEW S. BYRNEHEALTH INSURANCE ADVISOR

(614) 336-3636MYHEALTHQUOTER.COM565 METRO PLACE SOUTH SUITE 300DUBLIN OHIO 43017