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13 Virtues of13 Virtues ofMEANINGFULMEANINGFUL
MarketingMarketing
Inspired by Inspired by Ben Franklin’s Ben Franklin’s
13 Virtues13 Virtues
“I conceived a bold and arduous project of arriving at moral perfection.”
Inspired by Inspired by Ben Franklin’s Ben Franklin’s
13 Virtues13 Virtues
He wished to live without fault.
He thought he knew right from wrong.
However he soon found that the task was more difficult than he had imagined.
Inspired by Inspired by Ben Franklin’s Ben Franklin’s
13 Virtues13 Virtues
“I concluded that contrary habitshad to be broken, and good onesacquired and established beforewe can have any dependence onimproved conduct.”
Inspired by Inspired by Ben Franklin’s Ben Franklin’s
13 Virtues13 Virtues
“I thought it would be wise to notdistract my attention by attemptingall at once but to fix my attention on one at a time.”
Once a week for 13 Virtues13 times 4 cycles = 52 weeks
13 Virtues13 Virtues
1. Temperance 8. Justice2. Silence 9. Moderation3. Order 10. Cleanliness4. Resolution 11. Tranquility5. Frugality 12. Chastity6. Industry 13. Humility7. Sincerity
Virtue #1Virtue #1LEARNLEARN
Every week becomeEvery week becomequantifiably smarter regarding quantifiably smarter regarding
your customers and your your customers and your vocational craft.vocational craft.
““Learning takes time. TopLearning takes time. Top leaders make learning a leaders make learning a DAILYDAILY activity. Doctors, accountantsactivity. Doctors, accountants and nurses are required toand nurses are required to attend continuing education.”attend continuing education.”
Jim KouzesJim Kouzes
Learning CHALLENGE #1Learning CHALLENGE #1
3 Separate Studies3 Separate Studies • • Adults taught about new Adults taught about new
productsproducts• Tested on learning• Tested on learning• Those with the least prior • Those with the least prior
knowledgeknowledge were the MOST ACCURATE. were the MOST ACCURATE.
The More You KnowThe More You KnowThe Less You’ll GROW!The Less You’ll GROW!
Learning CHALLENGE #2Learning CHALLENGE #2
540 Matched Pairs - Buyers/Sales People540 Matched Pairs - Buyers/Sales People • • Industrial ProductsIndustrial Products
• Sales People with LEAST • Sales People with LEAST ExperienceExperience
- Had MOST Accurate - Had MOST Accurate knowledgeknowledge
The More You KnowThe More You Know The Less You’ll GROW! The Less You’ll GROW!
““Essentially what you want to Essentially what you want to do in business is to be able to do in business is to be able to go in every morning and say go in every morning and say today I can do better than I today I can do better than I did yesterday. And, the only did yesterday. And, the only way you are going to do that way you are going to do that is if you is if you know moreknow more.” .”
Drayton BirdDrayton BirdFormer Vice Former Vice Chairman Chairman Ogilvy DirectOgilvy Direct
Challenge YourselfChallenge Yourself
To Learn More - Know More Each Week• About your customers• About your vocational craft
At a minimum every 6 months • January 1 & July 4th
This MeansThis Means• Being open to “letting go of where • Being open to “letting go of where you are”you are”• Learn Innocently• Learn Innocently• Read - Talk - Try• Read - Talk - Try
Let Meaningful MarketingLet Meaningful Marketingspark your learning…spark your learning…
But make it onlyBut make it onlythe beginning!the beginning! 100 Data Proven Truths
Virtue #2Virtue #2PIONEERPIONEER
Lead your marketplace and Lead your marketplace and leave copying to those without leave copying to those without
the brains or courage to be the brains or courage to be original. original.
PioneerPioneer
Impact of order of entryImpact of order of entry 1st1st to Market to Market 100 %100 %2nd2nd To Market To Market 71 % 71 %3rd3rd to Market to Market 58 % 58 %4th4th to Market to Market 51 %51 %
Profit differences are probably even Profit differences are probably even greater!greater!
PioneerPioneer
Box Office RevenuesBox Office Revenues
Original MovieOriginal Movie 100 %100 %SequelsSequels 67 % 67 %2nd Sequels 2nd Sequels 43 % 43 %
Profit differences are probably even Profit differences are probably even greater!greater!Stars rarely get paid less money. Stars rarely get paid less money.
PioneerPioneer
The # 1 “wish” of buyers/resellersThe # 1 “wish” of buyers/resellers
Generate Incremental SalesGenerate Incremental Sales
Top Driver of Consumer RecallTop Driver of Consumer Recall
PioneerPioneer
NEW NEWSNEW NEWS
Pioneering is about Pioneering is about NEWSNEWS..
THE FIRST ______________THE FIRST ______________
THE ONLY ______________THE ONLY ______________
(Make a legal claim)(Make a legal claim)
Customers loveCustomers love NEWSNEWS & & hopehope
Pioneering is about Pioneering is about NEWSNEWS..
No one ever made it into the Business Hall of Fame on a record of “line extensions”
Leaders create NEW MARKETS,
New Categories and Do stuff that matters.
Tom Peters
New News About BrandNew News About BrandNew Target Audience, Problem or OccasionNew Target Audience, Problem or Occasion
Pitch Burst - the Pitch Burst - the reverse dunk reverse dunk tank.tank.
Advantages overAdvantages over a real a real dunk tank:dunk tank:
• conserves waterconserves water• less expensiveless expensive• saves timesaves time
Result: Result:
No one cares No one cares unless there is a unless there is a drought. Real drought. Real dunk tanks are dunk tanks are more fun!more fun!
What other targets could Pitch Burst focus on?What other targets could Pitch Burst focus on?
Focus on the one place Pitch Burst can go that a real dunk tank can’t:
INDOORS! That opens up a new, lucrative market:
BARS, RESTAURANTS & ADULT BEVERAGE COMPANIES!
New ApplicationNew ApplicationNew Target Audience, Problem, or Occasion
Carl Brown - Inventor, Multi Purpose Accessory Sink
Upon flushing a toilet, the MPAS funnels normally wasted, clean water to a convenient sink, conserving water and promoting sanitation.
““Toilet” SinkToilet” Sink
New Target Audience, Occasion or ProblemNew Target Audience, Occasion or Problem
Idea #1 - Hotels That Are “Green”
Idea #2 - Dog Bowl
Idea #3 - Self Watering Plant Pot
It’s easy to find the It’s easy to find the courage to CHANGE courage to CHANGE when your when your survivalsurvival is is at risk. at risk.
Real Courage & LeadershipReal Courage & Leadershipis when you pursue change is when you pursue change when you don’t have to.when you don’t have to.
Virtue #3Virtue #3OVERTNESSOVERTNESS
Let a customer say NO because what Let a customer say NO because what
you offer doesn’t apply to them.you offer doesn’t apply to them. But But NEVERNEVER let a customer say NO let a customer say NO
becausebecause they don’t understandthey don’t understand
what OVERT BENEFIT you’re offering.what OVERT BENEFIT you’re offering.
OvertnessOvertness
Tracking of Survival of 900 Products Tracking of Survival of 900 Products
Being Being OBVIOUSOBVIOUS about benefit about benefit• 75% greater odds of success• 75% greater odds of success
When less “work” is required to When less “work” is required to understand. understand. You’ll You’ll Sell MORE Sell MORE with LESS Effortwith LESS Effort..
OvertnessOvertness
Alignment of Alignment of NAMENAME with benefit with benefit• Doubles correct “recall”• Doubles correct “recall”
OvertnessOvertness
Pictures Communicate the BenefitPictures Communicate the Benefit
Classic story...What is it?Classic story...What is it?
Restaurant!Restaurant!
Confusion is not aConfusion is not asuccess strategy.success strategy.
Virtue #4Virtue #4CLARITYCLARITY
Strive for self-evident clarity in all Strive for self-evident clarity in all
communications. communications.
ClarityClarity
Tracking of survival of 900 Products Tracking of survival of 900 Products
Simple and Easy To UnderstandSimple and Easy To Understand• 70% greater odds of success• 70% greater odds of success
• 5th Grade Level Wins• 5th Grade Level Wins
ClarityClarity
Tracking of survival of 900 Products Tracking of survival of 900 Products
SPECIFIC/NUMERIC BenefitSPECIFIC/NUMERIC Benefit• 52% greater odds of success• 52% greater odds of success
Tell customers what they will receive Tell customers what they will receive with the same numeric precision as with the same numeric precision as you explain price.you explain price.
Examples of specificsExamples of specifics
““Cut Cold SoreCut Cold Sore
Healing TimeHealing Time
In Half”In Half”
Examples of specificsExamples of specifics
““Now you canNow you can
Shave yourShave your
Legs half Legs half
As often”As often”
Telling Your REAL StoryTelling Your REAL Story
Island WindsIsland Winds has has manufactured wind manufactured wind chimes, with the same chimes, with the same design, since the late 70’s.design, since the late 70’s. Peter Baker, ownerPeter Baker, owner
20 Years of Wind Chimes 20 Years of Wind Chimes
• • 10 Years of Growth10 Years of Growth
• • Competition Cloned HimCompetition Cloned Him- Made them “pretty”- Made them “pretty”
• • 10 Years of Compounded Declines10 Years of Compounded Declines
• • Peter was preparing to copyPeter was preparing to copy or give upor give up
Recommended Telling the TRUTHRecommended Telling the TRUTHWITH GREAT CLARITY.WITH GREAT CLARITY.
Peter Baker, ownerPeter Baker, owner
A CLEAR Meaningful A CLEAR Meaningful Difference!Difference!
Peter Baker, ownerPeter Baker, owner
Nor’easter ChimesNor’easter Chimes• • Made for the North AtlanticMade for the North Atlantic• • Real Steel, Wire & BoltsReal Steel, Wire & Bolts• • Not spring breeze chimesNot spring breeze chimes• • On/off switchOn/off switch
When you don’t haveWhen you don’t havea quantifiable advantagea quantifiable advantage
then the root cause of your then the root cause of your business problem may not bebusiness problem may not be
marketing. marketing.
Virtue #5Virtue #5FOCUSFOCUS
Eliminate the irrelevant. Eliminate the irrelevant.
FocusFocus
10 Separate Experiments10 Separate Experiments
• Two ads tested• Two ads tested#1 - Meaningful Information#1 - Meaningful Information#2 - #2 - Irrelevant infoIrrelevant info added added
• Purchase interest declined • Purchase interest declined - From 53% to 38%- From 53% to 38%
FocusFocus
Do ONE THING GREATDo ONE THING GREAT • 60% greater odds of success • 60% greater odds of success
The Power of The Power of Do One Thing Great!Do One Thing Great!
Free tasting of 24 flavors of jam.Free tasting of 24 flavors of jam.
The Power of The Power of Do One Thing Great!Do One Thing Great!
Free tasting of 6 flavors of jam.Free tasting of 6 flavors of jam.
The Power of The Power of Do One Thing Great!Do One Thing Great!
24 flavors24 flavors
2 % Bought2 % Bought
The Power of The Power of Do One Thing Great!Do One Thing Great!
6 flavors6 flavors
12 % Bought12 % Bought24 flavors24 flavors
2 % Bought2 % Bought
No FocusNo Focus
“Etc!”
No FocusNo Focus
When you have SUBSTANCEWhen you have SUBSTANCEReduce Flash & SizzleReduce Flash & Sizzle
• Advertising recall of 9 brands• Advertising recall of 9 brands• Three types of TV shows• Three types of TV shows
# Recalled# RecalledExtreme violence 3.0Extreme violence 3.0Sexually suggestive 2.7Sexually suggestive 2.7Neutral content 4.7Neutral content 4.7
To FOCUS -- Edit & EliminateTo FOCUS -- Edit & Eliminate
““The most essential gift for The most essential gift for a good writer is a built-in, a good writer is a built-in, shockproof, shit detector. shockproof, shit detector.
This is the writer’s radar This is the writer’s radar and all great writers have and all great writers have had it.”had it.”
Ernst HemingwayErnst Hemingway
Virtue #6Virtue #6CREDIBILITYCREDIBILITY
Continuously enhance customer trust Continuously enhance customer trust
in you, your company and your brand.in you, your company and your brand.
93% of consumers do not have93% of consumers do not have
confidence in the advertisingconfidence in the advertising
messages of major corporations.messages of major corporations.
YankelovichYankelovich
Lack of trust is atLack of trust is at EPIDEMIC PROPORTIONS EPIDEMIC PROPORTIONS
64% of consumers do not believe64% of consumers do not believe
that the news media get theirthat the news media get their
facts straight.facts straight.
USA Today/CNN/GallupUSA Today/CNN/Gallup
Plus 40% in last 14 yearsPlus 40% in last 14 years
Lack of trust is atLack of trust is at EPIDEMIC PROPORTIONS EPIDEMIC PROPORTIONS
CredibilityCredibility
““REAL Credibility SubstanceREAL Credibility Substance””
• 40% greater odds of success• 40% greater odds of success
Credibility is about Credibility is about Telling Your StoryTelling Your Story
What makes it possible for youWhat makes it possible for youto deliver your OVERT BENEFIT? to deliver your OVERT BENEFIT?
CredibilityCredibility
Direct Synergy betweenDirect Synergy betweenOVERT BENEFIT & CREDIBILITYOVERT BENEFIT & CREDIBILITY
• 74% greater odds of success• 74% greater odds of success
Virtue #7Virtue #7AUTHENTICITYAUTHENTICITY Communicate with honesty
and integrity
AuthenticityAuthenticity
Which of the following would you most Which of the following would you most like to be known for? like to be known for?
Being AuthenticBeing Authentic 49.8%49.8%Being IntelligentBeing Intelligent 22.2%22.2%Having a Sense of HumorHaving a Sense of Humor 22.0%22.0%Being Good LookingBeing Good Looking 1.6% 1.6%
Survey of 1,021 AmericansSurvey of 1,021 Americans
AuthenticityAuthenticity
Test of Marketing Promise vs Reality Test of Marketing Promise vs Reality
• • ACCURATE Marketing PromiseACCURATE Marketing Promise Pre use Pre use After use After use 8.98.9 9.19.1
AuthenticityAuthenticity
Test of Marketing Promise vs Reality Test of Marketing Promise vs Reality
UNDERSTATED Marketing PromiseUNDERSTATED Marketing Promise Pre use Pre use After use After use 3.23.2 6.66.6
(-2.5 vs. truth)(-2.5 vs. truth)
When you set low expectations When you set low expectations customers respond similarly. customers respond similarly.
Authentic Personal PrideAuthentic Personal Pride
Virtue #8Virtue #8DEMONSTRATEDEMONSTRATE
Let your product, service or Let your product, service or
idea talk for itself. idea talk for itself.
DemonstrateDemonstrate
Tracked Survival of 900 New ProductsTracked Survival of 900 New Products Credibility StrategiesCredibility Strategies
• Name & Reputation• Name & Reputation Base Base• Pedigree of materials/process• Pedigree of materials/process + 21% + 21%• Testimonials• Testimonials + 29 % + 29 %• Demonstration• Demonstration (sensory cue) (sensory cue) + 47 % + 47 %
Nothing beats the credibility of first Nothing beats the credibility of first person experience. person experience.
DemonstrateDemonstrate
GM introduces the 24 Hour Test Drive. Drive it around the clock. Not just around the block.
DemonstrateDemonstrate
Nothing Beats - First Person Appeals Nothing Beats - First Person Appeals
Neighborhood RecyclingNeighborhood Recycling • 2.3 times greater compliance • 2.3 times greater compliance
DemonstrateDemonstrate
Butt Head PrincipleButt Head Principle
“Your Head is “Your Head is Where Your Butt Is.” Where Your Butt Is.”
Where you physically spend your time is Where you physically spend your time is
what is MOST IMPORTANT to you. what is MOST IMPORTANT to you.
Change where you spend your business Change where you spend your business time. time.
And, you change your impact on your And, you change your impact on your business.business.
Virtue #9Virtue #9PERSISTENCEPERSISTENCE
Never, ever, ever give up Never, ever, ever give up
when you are pursuing the when you are pursuing the right thing in the right way. right thing in the right way.
PersistencePersistence
Never, Ever Give UpNever, Ever Give Up
• Advertising testing indicates• Advertising testing indicates- It takes 3 exposures to sell- It takes 3 exposures to sell
• Industrial products research finds • Industrial products research finds - It took 4.6 face-to-face visits- It took 4.6 face-to-face visits
PersistencePersistence
First Instincts vs. 6 Month BehaviorFirst Instincts vs. 6 Month BehaviorDefinitely Definitely DefinitelyDefinitelyNOT BuyNOT Buy WILL BuyWILL Buy
0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10
• Of 809 Customers who hit “0”• Of 809 Customers who hit “0”- 144 (1 in 6) DID BUY - 144 (1 in 6) DID BUY
• Of 246 Customers who hit “10”• Of 246 Customers who hit “10”- 128 (little over half) DID NOT buy - 128 (little over half) DID NOT buy
A customer’s first reaction is not A customer’s first reaction is not necessarily predictive of their final necessarily predictive of their final behavior. behavior.
PersistencePersistence
Original Failure: High End Make Up Remover
Revision: Disposable Handkerchief
Original Failure: Replace metal in steel-belted tires. Metal improvements made it to expensive
Fortune Magazine Called Kevlar “The Miracle without A Market”
PersistencePersistence
Revision: Bullet proof material - DuPont’s #1 Profit Center.
Virtue #10Virtue #10MEASUREMENTMEASUREMENT
Quantify goals and systems. Quantify goals and systems.
MeasurementMeasurement
The Power of Numeric GoalsThe Power of Numeric Goals • 491 Independent sales people• 491 Independent sales people• Quantified impact of goal setting• Quantified impact of goal setting
EarningsEarnings- No goal- No goal Control Control- General earnings goal- General earnings goal 2 X 2 X- Numeric goal - Numeric goal 3 X 3 X
Tell customers what they will receive Tell customers what they will receive with the same numeric precision as you with the same numeric precision as you explain price.explain price.
Measurement Measurement
The greatest danger for most of us is not that our aim is too highand we miss it, but that it is too low and we reach it.
Michelangelo
Statistical ProbabilityStatistical Probability
Defines The Difference BetweenDefines The Difference Between• One Time Events & Real TRENDS• One Time Events & Real TRENDS
Math without statistics is meaningless!Math without statistics is meaningless!
Dr. W. Edwards DemingDr. W. Edwards Deming
94% of all problems aredue to poor systems.
Relative ProbabilitiesRelative Probabilities
Benefit Only 29%Benefit Only 29% RTB Only 29%RTB Only 29% Image Only 18%Image Only 18%
Benefit & RTB 42%Benefit & RTB 42% RTB & Image 29%RTB & Image 29%
Benefit & Image 30%Benefit & Image 30%
Features Only = 10%
Measurement Measurement
The Inefficiency of MarketingThe Inefficiency of Marketing 100% mailed message 100% mailed messagex 60% remembered receivingx 60% remembered receivingx 47% of those who noticed read itx 47% of those who noticed read itx 25% of those who read understoodx 25% of those who read understood= 7% # who could purchase = 7% # who could purchase
Potential for Measurable Improvement Potential for Measurable Improvement at eachat eachstep is HUGE!step is HUGE!
Quantify each step in Quantify each step in your your distribution distribution
pipelinepipelineand your and your
customer/consumercustomer/consumerpipeline. pipeline.
Distribution PipelineDistribution Pipeline
Doctor Nurse Insurance Co.
PatientDrugInventor
There are opportunities at each valve. There are opportunities at each valve.
Virtue #11Virtue #11SERVICESERVICE
Dedicate yourself to serving the Dedicate yourself to serving the
genuine needs of your customers.genuine needs of your customers.
ServiceService
We Measure Quality in the “DETAILS”We Measure Quality in the “DETAILS” ““Attention To Details”Attention To Details”• 63% greater odds of success• 63% greater odds of success
• Synergy between components• Synergy between components- Name, graphics, communications- Name, graphics, communications
ServiceService
186 Corporate Quality Initiatives 186 Corporate Quality Initiatives • Focused on price reduction• Focused on price reduction• Focused on improved satisfaction• Focused on improved satisfaction• Blend of the strategies• Blend of the strategies
ServiceService
186 Corporate Quality Initiatives 186 Corporate Quality Initiatives • Focused on price reduction• Focused on price reduction• Focused on improved satisfaction• Focused on improved satisfaction• Blend of the strategies• Blend of the strategies
IMPROVED CUSTOMER SATISFACTIONIMPROVED CUSTOMER SATISFACTION• Correlated with company profits• Correlated with company profits• Correlated with return on assets• Correlated with return on assets• Correlated with stock returns• Correlated with stock returns
ServiceService
1,356 Bank Customers 1,356 Bank Customers
• • With Service ProblemWith Service Problem• Handled well • Handled well +58%+58% (word of mouth) (word of mouth)
• Handled badly • Handled badly - 16%- 16%• Repeat problem • Repeat problem - 47%- 47%
Mistakes are human -- repeat offences are not.Mistakes are human -- repeat offences are not.
Virtue #12Virtue #12WRITEWRITE
Use the written word to define and Use the written word to define and
refine your thinking. refine your thinking.
When we give words toWhen we give words toour ideas, they become real.our ideas, they become real.
If we can’t clearly articulate If we can’t clearly articulate whatwhat
we do we have virtuallywe do we have virtually
NO CHANCENO CHANCEof success.of success.
Writing Enhances Writing Enhances AlignmentAlignment
Pictures are worth 1,000 Pictures are worth 1,000 wordswords
• • And that’s the problemAnd that’s the problem
When we THINK WELLWhen we THINK WELLwe WRITE WELLwe WRITE WELL
Writing is idea Writing is idea testing.testing.
How To WriteHow To Write
““If you want to be a writer - If you want to be a writer - you must do two things above you must do two things above all others all others read a lotread a lot and and write write a lota lot. .
I’m aware of NO SHORTCUT.”I’m aware of NO SHORTCUT.”Stephen King Stephen King
On WritingOn Writing
More Writing HintsMore Writing Hints
• • Writing is storytelling - talk as you Writing is storytelling - talk as you write write • Read writing out loud• Read writing out loud• Excellence is tied to truth• Excellence is tied to truth
Virtue #13Virtue #13COURAGECOURAGE
Be bold. Be Brave. Leave a Legacy. Be bold. Be Brave. Leave a Legacy.
Meaningfully Different IdeasMeaningfully Different Ideas
0 1 2 3 4 5 6 7 8 901
23
4
56
78
HighHigh
PurchasePurchaseProbabilityProbability
(Meaningful)(Meaningful)
LowLow
Not at allNot at all New & DifferentNew & Different(Difference)(Difference)
VeryVery
CourageCourage
“Courage is rightly esteemed the “Courage is rightly esteemed the first of human qualities because it is first of human qualities because it is the quality which guarantees all the quality which guarantees all others.”others.”
Winston ChurchillWinston Churchill
Be Bold - Be BraveBe Bold - Be Brave
““Beware of Beware of Rearranging theRearranging the
Deck Chairs on the Deck Chairs on the Titanic.”Titanic.”
Customer Meaningful Customer Meaningful DifferenceDifference
Beware of Hair SplittingBeware of Hair SplittingNo one cares aboutNo one cares aboutNew to your CompanyNew to your Company
Ex: Tastations:Ex: Tastations:““The First Hard CandyThe First Hard CandyFrom Hershey’s.”From Hershey’s.”
Did customers ask for an electric Did customers ask for an electric light? No. They never asked for it, the light? No. They never asked for it, the producer produced it. No one asked producer produced it. No one asked for a car, nor a telephone. No one for a car, nor a telephone. No one asked for a copy machine or a fax asked for a copy machine or a fax machine. Innovation does not come machine. Innovation does not come from the customers. Innovation from the customers. Innovation comes from the producer, from comes from the producer, from people who are responsible for people who are responsible for themselves and have only themselves themselves and have only themselves to satisfy.” to satisfy.”
W. Edwards DemingW. Edwards Deming
Success Comes from Success Comes from LOVELOVE
“The key to success in business is LOVE. “The key to success in business is LOVE. Love your customersLove your customersLove your peopleLove your peopleLove your product - your serviceLove your product - your serviceLove leading!”Love leading!”
Passion Can Be FAKED - LOVE CannotPassion Can Be FAKED - LOVE Cannot
(175 PhD’s and Research Projects)(175 PhD’s and Research Projects)
Being True To YourselfBeing True To Yourself
1,500 Business School Students1,500 Business School Students
1,245 Plan to Earn $ Then Pursue Dream1,245 Plan to Earn $ Then Pursue Dream
255 Plan to Pursue Dream Immediately255 Plan to Pursue Dream Immediately
20 YEARS Later20 YEARS Later
Checked for MillionairesChecked for Millionaires
1,245 1,245 11
255 255 100 100
1. Learn
13. Courage
2. Pioneer3. Overtness4. Clarity5. Focus
MeaningfulBenefitDifference
6. Credibility7. Authenticity8. Demonstrate
RealReasonTo Believe
9. Persistence 10. Measurement11. Service12. Write
CoreValues
CourageCourage
WisdomWisdom x x CourageCourage = Legacy = Legacy
Know MoreKnow More x x Do MoreDo More = Success = Success