made to stick + developing competitive advantage

30
nt Course 2350Creative Entertainment Techno

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Page 1: Made to Stick + Developing Competitive Advantage

Made to Stick(A Book Report)

&

Developing A Competitive Advantage

Belmont Course 2350Creative Entertainment Technologies

Page 2: Made to Stick + Developing Competitive Advantage

Made to Stick

Why do some ideas succeed and others fail?

Page 3: Made to Stick + Developing Competitive Advantage

“Sticky” ideas

Urban Legends

Aesop Fables

What do these have in common?

Sticky = understandable, memorable, and effective in changing thought or behavior

Page 4: Made to Stick + Developing Competitive Advantage

SU CCES

implicity

nexpectedness

oncretedness

redibility

motional

tories

THIS WILL BE ON THE TEST!

Page 5: Made to Stick + Developing Competitive Advantage

Simplicity

Become a Master of Exclusion

In Management -

If we achieve nothing else our company must _______

In Battle -

If we nothing else we must accomplish ______in tomorrow’s mission

In Law...

FIND THE CORE

SHARE THE CORE

Page 6: Made to Stick + Developing Competitive Advantage

FOCUS

Keep your core message simple and memorable

Page 7: Made to Stick + Developing Competitive Advantage

Unexpected

Volkswagen

GET ATTENTION: The Art of SURPRISE!

HOLD ATTENTION: Keep Continued INTEREST

Page 8: Made to Stick + Developing Competitive Advantage

ConcreteHELP PEOPLE UNDERSTAND & REMEMBER

Page 9: Made to Stick + Developing Competitive Advantage

Concrete

VELCRO Theory of Memory:The more hooks in your idea, the better!

Page 10: Made to Stick + Developing Competitive Advantage

Concrete

Capital of Tennessee

The First Line of “Happy Birthday to You”

The Mona Lisa

Your First Car

The Definition of “truth” (everyone has their own interpretation)

A Tangible Idea That is Common Among Us All

Page 11: Made to Stick + Developing Competitive Advantage

Credible

Help People Believe

External Credibility: Pam Laffin

Internal Credibility: Testable Credentials

Make Data Accessible / Humanized

Page 12: Made to Stick + Developing Competitive Advantage

Anti-Smoking Campaign - Pam Laffin

Pam is RealPam is Serious

Pam is SufferingPam is now Dead

Credible

Page 13: Made to Stick + Developing Competitive Advantage

Wendy’s

Credible

Page 14: Made to Stick + Developing Competitive Advantage

Credible

Make Statistics Tangible

Page 15: Made to Stick + Developing Competitive Advantage

EmotionalHow do you get people to care?

or

“If I look at the mass, I will never act. If I look at the one, I will” -Mother Teresa

3 million ZambiansFace Hunger. Thousands

are dying, you could help.

For just the cost of a cup of

coffee per day... you could save this child’s life

Page 16: Made to Stick + Developing Competitive Advantage

Use The Power of Association

Appeal to Self Interest

Appeal to Identity

Emotional

Page 17: Made to Stick + Developing Competitive Advantage

Stories

Subway Jared

Building a Story beyond the Brand

Page 18: Made to Stick + Developing Competitive Advantage

Stories

Stories as Simulation

Talking Shop

Stories as Inspiration

Jared

Get People to Act

Page 19: Made to Stick + Developing Competitive Advantage

SU CCES

implicity

nexpectedness

oncretedness

redibility

motional

tories

Helps People To:

Get the Message

Pay Attention

Understand & Remember

Believe & Agree

Care

Act

Page 20: Made to Stick + Developing Competitive Advantage

Developing a Competitive Advantage

Differentiation

After determining how to present the STORY of our artist in a

“Made to Stick” sort of way....

How do we position them to succeed?

Page 21: Made to Stick + Developing Competitive Advantage

SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

Page 22: Made to Stick + Developing Competitive Advantage

SWOT Analysis

Developed by Albert S Humphrey

Stanford University 60’s & 70’s

Consulted over 100 companies globally

Page 23: Made to Stick + Developing Competitive Advantage

SWOT Analysis for an Artist

Page 24: Made to Stick + Developing Competitive Advantage

Strengths

Strengths - Attributes of the artist / brand that are helful in achieving the objectives:

Sound

Songs

Style

Performance

Page 25: Made to Stick + Developing Competitive Advantage

Weaknesses

Weaknesses - Attributes of the artist / brand that are harmful in achieving the objectives.

Budget

Originality

Approach

Page 26: Made to Stick + Developing Competitive Advantage

Opportunities

Opportunities - External conditions that are helpful in achieving the objectives

Concerts, Festivals & Tours

Partnerships & Sponsorships

Charities & Benefits

Digital or Word-of-Mouth Marketing

Page 27: Made to Stick + Developing Competitive Advantage

Threats

Threats - External conditions which could do damage to the objectives.

Partner Changes

Culture Shift

Technical Difficulty

Health & Band Breakup

Page 28: Made to Stick + Developing Competitive Advantage

Internal Internal

External External

SWOT Matrix

Page 29: Made to Stick + Developing Competitive Advantage

How Does Your Artist fit into a

SWOT?

SWOT analysis can be very subjective. Do not rely too much on it. Two people rarely come up with the same final version of a SWOT

Use it as a guide and not as a prescription

Page 30: Made to Stick + Developing Competitive Advantage