Inboundcon 2016 - The Preeminence Mindset - Dev Basu

The Pre-eminence Mindset

This is Jack

Last week, he wasn’t feeling so

hot...

15 minutes and $200 later...

That’s lawyer money at $800 an

hour!

I was so relieved...

And just like that, Jack was back to being

a happy doggo.

✔ Help I needed ✔ Peace of mind

I wanted. ✔ The follow-up

they thoughtI deserved.

Would I switch my vet?

Not a chance.

I want you to come on a journey with me.

Imagine the last person you pitched anything...

Frustrating isn’t it?

What would happen if...

We have lost our way.

We have inundated those who we serve by selling

them instead.

With too much Big Data

With too many Magic Tactics

With too many broken promises

Most people never realize that 80% of the work is done before you step in a

room. That's why they spend their entire lives grasping for magical

tactics instead of changing their entire mindset.

- Ramit Sethi

3 out of 4 executives don’t believe that marketing drives

demand and revenue.

57% of consumers are actively unfollowing

brands.

43% of marketers cannot secure enough

budget.

Why is this our reality?

with ourselves

We are more in

with those we serve

Than we are in

It’s because we ask...

What do we have to say to get people to buy?

Instead of asking...

What benefit do we need to render to

deserve their patronage?

You and I have an opportunity.

The key of all life is value. Value is not what you get, it's what you

give. Jay Abraham

Price is what you pay. Value is what you get.Warren Buffet

This is a perspective

shift.

Pre·em·i·nencemore important.

You > Me

The preeminence mindset is founded on this strong conviction...

I am here to serve you, not sell you.

Catch 22

In order to serve you’ve got to get the

opportunity to do so first.

Why haven’t we got them already?

Because they lack faith.

Information ≠ Advice

We can’t let them fail.

What is our job as a marketer?

Job → Career → Calling

Provide Focus

Most people don’t know what is out of focus till you show them.

They’ll only make a decision to change once they realize what is out of focus.

Focus Leads to Clarity

Just because you see something doesn’t mean

you know what to do about it.

Problem #1

We need to understand their biggest frustrations,

challenges, and opportunities.

Most people are in one of two states

They either know where they are

But don’t know

where they are

going

Or, they know where they are going

But don’t know

where they are!

Do you have clarity on your specific goals for

2017?

Thought Exercise

Clarity Leads to Power

Just because they know their orientation, doesn’t

mean they know what they want.

Problem #2

We must turn abstract needs,

wants, and desires

Into a clear and concise statement of our audience’s

goals.

Power leads to Understanding

Opportunity is missed by most people because

it’s dressed in overalls and

looks like work.

Thomas A. Edison

Thought ExerciseIf Dev Basu bumps into me next year, and calls me aside to ask

me what I’ve done in the last 365

days, I want to tell him...

Just because they’re clear on what they want, doesn’t

mean they feel you “get them”.

Problem #3

Who was the last person who

“had your back”?

How did they make you feel?

Preeminent leaders come from

a position of “hopefulness”

This earns the loyalty, admiration, and respect of everyone you serve

You and I have an opportunity to be

that person.

Understanding leads to certainty.

Without trust, people won’t take

action.

Problem #4

Certainty leads to trust.

To gain trust

We have to put their needs ahead of our

own

Because only then will they believe that you can lead them

To greater results, less frustrations, and more

productivity.

Thought Exercise

What have you done in the last 90 days to inspire other to trust

you?

Trust leads to Action

Focus →Clarity →

Power →

Certainty →Trust →

Understanding →

Action

with my audience than

myself.

I will fall more in love

Thank You