neumeier 2007 zag templates

Zag Templates(plus some other items)

Jeff McNeill

2007

Zag

• Radical differentiation = blue ocean = zag

• Good and different– Does poorly in tests– Goes to market with difficulty– Generates lasting profits– Earns large market share– Strong brand potential

Focus Difference Trend Communication

FFOCUS

DDIFFERENCE

TTREND

C

When focus is paired with differentiation, supported by a trend and surrounded by compelling communications, you have the basic ingredients of a zag

Different + Good + Trend

• Different– Whitespace (look for what is not there)– Hit ‘em where they ain’t

• Good – Look for a job people are already trying to get done,

then help them do it– Find the unserved tribe– Ethnographic research (observation)

• Trend– Find a parade and get in front

1. Who are you?

• What do you want posterity to say about you, 25 years from now?

• This answers the same questions as– Who are you?– Where does your passion lie?– What gets you up in the morning?

• Note: very similar to 3. The vision. This is in the future…

2. What do you do?

• Core purpose• The fundamental reason your company exists beyond

making money• The one thing that will never change about your business• Clear sense of who you are and why you do what you do• Needs to be < 12 words, preferrably < 7• Examples

– Google: to organize the world’s information and make it universally accessible

– Disney: to make people happy– Coca-cola: to refresh the world

3. What’s your vision?

• An actual image, a picture of the future• Usually happy people doing something• Has to grow from shared purpose and passion of

its people (not be imposed on them)• The leader shapes and articulates the vision to

make it palpable, memorable, inspiring• True vision leads to commitment rather than

compliance, confidence rather than caution• Vision deliverables are useful, e.g., scripts,

brochures, speeches, etc., from the future

4. What Wave are you Riding?Waves are Long-term Trends

The Great Wave at Kanagawa

Additional Waves 1TransparencyTransparency

Virtual WorldsVirtual Worlds

Social NetworksSocial Networks

VideoVideo

The Long TailThe Long Tail

TribalismTribalism

Blogging & WikisBlogging & Wikis

GlobalismGlobalism

Additional Waves 2SustainabilitySustainability

Intelligent SpacesIntelligent Spaces

UbicompUbicomp

MicrogenerationMicrogeneration

Augmented RealityAugmented Reality

BroadbandBroadband

New UrbanismNew Urbanism

Mobile/WirelessMobile/Wireless

Additional Waves 3MMOsMMOs

Serious GamesSerious Games

Casual GamesCasual Games

ARGsARGs

Direct ManipulationDirect Manipulation

The Long ZoomThe Long Zoom

TouchscreensTouchscreens

Embedded CPUsEmbedded CPUs

5. Who shares the brandscape?

• Industry and competitors

• also similar characteristics and brand personality

6. What makes you the “only”?(statement of onliness)

For ____________________________

What The ONLY

How that

Who for

Where In

Why who

When in an era of

7. What should you add or subtract?

• Use the Blue Ocean Strategy as a complement to this stage

Strategy Canvas

Blue Ocean

Industry Standard

Price

A

B

C

D

E

F

G

H

I

J

0 = n/a 1 = low 5 = high

Industry Average

Strategy Canvas High

Low

Price

A

B

C

D

E

F

G

H

I

J

BlueOcean

Directions: replace letters with value labels, move dots, connect the dots using AutoShapes>Connectors

8. Who loves you?

• Identify your fanatics

• An empirical question, who are the people that love you?

• This is not the same as “our customers” or a demographic

• Need to identify real love here…

9. Who’s the enemy?

• Pick one, gotta have an enemy!

• Not “the competitors”

• But someone you define as the enemy, this is a part of your brand personality

10. What do they call you?

• To your face…

• Behind your back…

• Not what you want them to call you

• But what do they actually say?

• Empirical research needed…

11. How do you explain yourself?

• Trueline– Internal positioning line– Soemthing your competitors cannot claim– The basic, differentiating truths from a customer point-

of-view– The “value proposition”

• Tagline– Must be < 7 words– No commas or “and”s– Preferably an imperative: “just do it”– Helpful if two meanings: “the company you keep”

12. How do you spread the word?

• Godin on the Ideavirus

• Word of Mouth (WOM)– Experience Marketing

13. How do people engage with you?

• Utility grid in Blue Ocean

• Customer experience in Blue Ocean

• Diller (2006) Making Meaning

• Merholz (2007) “Touchpoints”

14. What do they experience

• Use Blue Ocean Strategy

• Use Making Meaning

Buyer Experience Grid

• Create form based on previous slide

Location of biggest blocks to customer utility

• Create form based on previous slide

Buyer Utility - PurchasingCustomer Productivity

How productive is the customer in this stage? How moreso can it be?

Simplicity How simple is this stage? Can it be made simpler?

Convenience How convenient is this stage? Can it be made moreso?

Risk How much risk is there involved in this stage? Can risk be reduced?

Fun & Image How fun and what level of positive image at this stage? More fun now!

Environmental Friendliness

How environmentally friendly is this stage? Make it more green.

purchase delivery use supplements maintenance disposal

Buyer Utility - DeliveryCustomer Productivity









Buyer Utility - UseCustomer Productivity









Buyer Utility - SupplementsCustomer Productivity









Buyer Utility - MaintenanceCustomer Productivity









Buyer Utility - DisposalCustomer Productivity









15. How do you earn their loyalty?

• Godin’s Permission Marketing– Five stage process of introduction to loyalty

• Experience marketing– Pieterse, Ing Direct video– “Buy” the interruption– Continue to purchase with unexpected value

16. How do you extend your success?

Elevator Pitch

• Note: Construct in reverse order

• Call to Action• Mission Statement• Unique Differentiations• So what? Benefits…• What? (50,000 foot view)• Market Opportunity• Burning Problem• Tagline

neumeier 2007 zag templates

Business

blue ocean customer

blue ocean strategy

price blue ocean

blue ocean diller

customer utility

happy people

additional waves

zag good