positioning workshop 2015.01.14
TRANSCRIPT
©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED. 2
questionsideas
frameworkworkshop
@miketrap
©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
humans for two million years
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H. Rudolfensis
Homo Ergaster
H. Neanderthalensis Homo Sapiens
Homo ErectusHomo Denisova
Homo Naledi
Homo Floresiensis
H. Heidelbergensis
Homo Habilas
SOURCE:Sapiens:ABriefHistoryofHumankind
©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
Why did Homo Sapiens win?
Not strength.Not brain size.Not language.
SOURCE:Sapiens:ABriefHistoryofHumankind
©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
stories.• Unlike all other species, we tell stories– All: “There’s a lion!”
– Sapiens: “The lion is the spirit animal of our tribe.”
• We use them to share ideas, to create “myths”– Star Wars. Religion. Nation States. Money.
• Stories bind us together, enable collective action at a scale unmatched in natural world
4SOURCE:Sapiens:ABriefHistoryofHumankind
©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
tell your story
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The business you’re trying to build is a kind of “collective action”
What story will power it?
You need to decide. Write it down.Tell it the same way, every time. And evolve.
©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
who wants…
“…an intuitive but powerful approach that allows UML diagramming to be code-centric instead of model-centric by giving users an interactive exploratory visualization platform.”
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who wants…
“…a nutrition-based, gluten-free food company that uses ancient grains to provide innovative products that are both convenient and delicious.”
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who wants…
“…an innovative, patent pending hand hygiene solution to help hospitals improve hand hygiene compliance.”
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who wants…
• maps that make code easier to understand, work on, and improve.
• ancient food for a better life today.
• clean hands that save lives.
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questionsideas
frameworkworkshop
@miketrap
©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
What
start with “why”
How
Why“We make great
computers. They’re beautiful and simple to use, because we
think different.”
“We think different. We make products beautiful and simple to use. We make great computers.”
Based on the work of Simon Sinek. 14
©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
start with “why”
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They won’t care what it isuntil they know why it matters to them.
©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
lead with emotion
• Antonio Damasio, Neuroscientist• Studied seemingly normal people
with brain damage that made them unable to feel emotions.
• Something peculiar in common: they couldn’t make decisions.
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If you want to change what someone does, you need to change what they feel,
and not just what they think.
lead with emotion
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"If you want to build a ship, don’t drum up people together to collect wood and don’t assign them tasks and work, but rather teach them to long for the endless immensity of the sea."
Antoine de Saint-Exupery
©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED. 22
questionsideas
frameworkworkshop
@miketrap
©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for the buyer• distinction – what makes you unique• proof – perceived evidence of truth
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©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
tell your story
for target who are segment, brand provides the category with
distinction because of proof.
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©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
good stories
• For drivers who value automotive performance, BMW provides luxury vehicles that deliver joy through German engineering.
• For people around the world, Coca-Cola is the soft drink that is the real thing since 1886.
• For industrial manufacturers who are challenged to differentiate, BASF is the raw materials supplier that makes products better through engineering depth.
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©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED. 26
questionsideas
frameworkworkshop
@miketrap
©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
session objectives
• begin a conversation with your team• capture your current hypothesis– start with formal structure– get aligned on an answer
• bonus: refine to something catchy
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©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
start of a process
• tell your story.• watch your audience.• polish what works.• discard what doesn’t.• repeat. repeat. repeat.
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©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
rules
• follow the structure, Hemingway• speak in plain English• must be able to hold it in your head• why it matters to those who buy• work toward an emotional benefit
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©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
exercise
• Get with your team• Create your positioning hypothesis• Volunteer 1 Pitch & Refine – 1:30• Volunteer 2 Pitch & Refine – 1:40• Volunteer 3 Pitch & Refine – 1:50
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©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for the buyer• distinction – what makes you unique• proof – perceived evidence of truth
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©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
declare your hypothesis
for target who are segment, brand provides the category with
distinction because of proof.
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©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
declare your hypothesis
For hiring managers under pressure, Brav is the recruiting site with works best because it taps subject matters experts to
find the right person right now.
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©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
elements of positioning
• target – People• segment – interested in DNA analysis• brand – GeneTenk• category – genetic testing service• distinction – that does testing FREE• proof – only you know its you.
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©2017 MICHAEL TROIANO. ALL RIGHTS RESERVED.
declare your hypothesis
For hiring managers under pressure, Brav is the recruiting site with works best because it taps subject matters experts to
find the right person right now.
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thank you.
@miketrap @Actifio@G20Ventures
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