Telling Your Story

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.

Telling your story. FEBRUARY 17, 2012


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.”

2


who wants…

“…a nutrition-based, gluten-free food company that uses ancient grains to provide innovative products that are both convenient and delicious.”

3


who wants…

“…an innovative, patent pending hand hygiene solution to help hospitals improve hand hygiene compliance.”

4


some people.

5


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.

6


more people.

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the point

•  Need to tell your story in a way people can grasp, get behind, and share.

•  Few people do this well. It’s hard.

•  Wanting to get there is the first step.

8


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


declare your hypothesis

For target who are segment, brand provides the category with

distinction because of proof.


made-up examples

•  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.

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. ©2011 HOLLAND-MARK. ALL RIGHTS RESERVED.

real business

race to scale

proven opportunity

shared vision

startup stages

12

SELLING THE DREAM DISCONTINUOUS CHANGE

RIDING THE ROCKET CONVICTION VS. FLEXIBILITY

passionate hypothesis


we simplify

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athlete safety freedom cool business


the positioning goal

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“Everything should be made as simple as possible, but no simpler.”

– A. Einstein

To take the complicated and make it simple. Take the simple and make it compelling.

Find the One Simple Thing™ (OST) GOAL

TASK

BELIEF


positioning truth

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If you don’t create an OST for the market, the market creates an OST for you.

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. ©2011 HOLLAND-MARK. ALL RIGHTS RESERVED.

all big decisions are made emotionally

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how we decide

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emotional

rational


OST criteria

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is it true?

is it relevant?

is it motivating?

is it distinct?


the cocktail party

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15 seconds

15 minutes


message model

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TARGET a twenty word depiction of who this person is

POSITIONING for [target] who are [segment], [brand] is the [category] that [point of difference] because of [proof.]

ONE SIMPLE THING the idea and feeling we want to own

COCKTAIL PITCH above, quickly expressed in conversational and distinctive form

FUNCTIONAL BENEFITS the 3 most important rational value propositions of the brand

EMOTIONAL BENEFITS the 3 most important emotional value propositions of the brand

STORIES the 3 best anecdotes that emotionally support the OST

PROOF the 3 strongest data points that tangibly support the OST

PERSONALITY the 3 most important attributes of the brand’s character

TAGLINE an engaging, distinctive and short expression of the OST

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 21


candidates

•  A greener alternative to car ownership •  Join the collective commerce revolution! •  Parking spot cost more than rent? •  Dump the jalopy. Grab a Zipcar. •  Access to a car for $60 / year!


Zipcar message model

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TARGET urbanites

POSITIONING For urban dwellers who need a car, Zipcar is the sharing service that gives you freedom from car ownership and the hassle of renting.

ONE SIMPLE THING Freedom

TAG LINE Wheels when you want them.

FUNCTIONAL BENEFITS convenience, savings, service

EMOTIONAL BENEFITS community, fun, sustainablility

STORIES •  a fun experience from start to finish •  the market leader, with Industry defining service •  better for the community

PROOF •  more cars = more cars within reach •  more automotive makes and models = more variety and choice •  cheaper than owning

PERSONALITY approachable, clever, fun

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 24


an OST vs. THE OST

0% 20% 40% 60% 80% 100%

Value An OST

THE OST

25

80%


Remember... 1.  Tell your story in a way people can grasp,

get behind, and share. 2.  First declare your hypothesis, using a

positioning framework, in plain English. 3.  Product Market Fit changes everything. 4.  Find your One Simple Thing™, because

that's all the world gives you. 5.  Ping me for a DIY version. Hire pros when

you have the dough.


thank you. @miketrap

Business

Telling Your Story