Travel Agencies & Libraries: A Manifesto for Change

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Travel Agencies & Libraries: A Manifesto for Change


My First Question

What Am I Doing Talking To A Bunch of People Who Run Libraries

Wouldn’t My High School Media Director Be Proud?


What I Do For Companies:

✔ More Sales? ✔ Faster Sales?

✔ More Profit Per Sale?



What Is Was A Salesperson?


Think About The Last 5 Years Trend

Noise In The World

Attention Available

Competition for Attention Budgets Loyalty


Think About The Last 5 Years Trend

Noise In The World

Attention Available

Competition for Attention

Budgets Loyalty


WHERE ARE WE?


What Did You Do 15 Years Ago

Information on an Air

Ticket

Information on a Stock

Research


Your Biggest Competitors


What’s Changed

Supply/Demand Access to

Information


So, What Can I Contribute

•  Quite a lot, actually. •  Peter Drucker said… •  Where Did It Break •  It Reminds Me of a Story


A Story


A Story


RELEVANCE The Moral of My Story


We’re Broke


RELEVANT & INDISPENSABLE

We Must Become


HOW’D WE GET HERE


Gödel's Law

You Cannot Understand a System From Within The System


A Brief History


In the beginning


The First Wave


The Second Wave


The Third Wave


THE CHALLENGE OF THE TOO’S


Too Many Choices

Too Little Difference

Too Much Information


Have You Ever…



Knowledge Understanding

Information Data


Wisdom

Creating Context

How information impacts me in relation to the results I want to achieve at this

moment in time.



Demand Fulfilment

95%

At/Below Market Growth Rates

The Commoditization Trap



Demand Fulfilment

Demand Creation

95%

5%

5 - 10x Market Growth Rates



Disproportionate Rewards


Demand Fulfilment

Demand Creation

95%

5%

5 - 10x Market Growth Rates


1

2

3

4

5

The Unbreakable

Rules for Creating Demand™

The Missing

Structure


Disproportionate Rewards


MAKING IT HAPPEN


THE UNBREAKABLE RULES FOR CREATING DEMAND


Rule

Know & Understand Your Customer Better Than They Know & Understand Themselves


Rule

Identify The Critical Results & Identify the Barriers to Achieving Them


Rule

Create Value In Everything You Do


DOING SOMETHING THAT SOMEONE IS WILLING TO PAY MORE FOR.

Definition


FREE


Rule

Focus on The Problem – Not The Solution


What’s the Cost of Not Utilizing You?


THE 5 ACTIONS EVERY LIBRARY SHOULD TAKE


1 • Create a powerful message

2 • Engage, Engage, Engage

3 • Start a Blog

4 • Embrace Social Media

5 • Have Fun


5 Components of Message

1.  Simple The tennis ball theory

2.  Emotional (Story) 3.  Concrete (Anchor) 4.  Context (ME – Results – Now) 5.  Polarizing


It’s All About Story – What’s Yours


Commonalities

•  No focus on product features or benefits •  It’s about the customer •  It focuses on the problem •  It provokes •  It’s a story •  There’s an enemy •  It focuses on a key attribute


Engage, Engage, Engage




Embrace Social Media


Make It Fun


My Promise

•  Have Fun •  Engage •  Sell your wisdom •  See the world through your customers’ eyes •  And •  The Future Will be Far Greater Than The

Past

Documents

Travel Agencies & Libraries: A Manifesto for Change