- Design your value proposition • What is your vision
– What do you want to achieve • Tell your story & make an impact
– Story telling canvas - 30 • 5 tips • Conclusion
WHAT WILL WE BE DOING TODAY?
THINK LIKE DESIGNERS
LEARN TO USE NEW TOOLS
PARTICIPATE
WHO ARE WE?
JUSTIN LOKITZ
MAAIKE DOYER
MAARTEN VAN LIESHOUT
STRATEGY DESIGNER + MANAGING DIRECTOR
WE (RE-)DESIGN BETTER BUSINESSES
WE WORK WITH BIG ORGANIZATIONS
`CORPORATE/SME
WE WORK WITH START-UPS
`START-UPS
WE’RE INTERNATIONAL
`GROWING WORLDWIDE
SOLD MORE THAN 1M COPIES WORLDWIDE
RECENTLY MADE USA TODAY’S TOP 12 BUSINESS BOOKS OF ALL TIME…
STRATEGY DESIGN
What we do:
DESIGN PROCESS NOT BUSINESS JARGON & REPORTS
Why that’s important:
EMPHASIS ON DOING NOT JUST TALKING
What that means:
DOING IS CHEAPER THAN PLANNING
Richard Branson
WHAT IS A PITCH?
A WAY TO DESCRIBE THE TRUE VALUE + BUSINESS MODEL OF AN IDEA AND FIRM…
IN ORDER TO HELP YOU RAISE MONEY FROM INVESTORS.
ANATOMY OF A GREAT NONPROFIT PITCH
WHO ARE YOU?
WHY DO YOU EXIST?
WHAT PROBLEM ARE YOU SOLVING?
HOW ARE YOU SOLVING THIS PROBLEM (W/ PROOF POINTS)?
WHAT IS YOUR VISION FOR THE FUTURE?
WHAT’S THE BIG IMPACT YOU’LL HAVE (SOCIAL ROI)? HOW WILL DONORS HELP?
HOW WILL YOU CREATE AMBASSADORS OF YOUR VISION & A SENSE OF URGENCY?
WHY YOU?
WHAT WILL THE BUSINESS LOOK LIKE?
WHAT DO YOU NEED (NOW) TO MAKE YOUR VISION A REALITY?
MOST IMPORTANTLY, A PITCH IS…
A STORY PEOPLE WANT/NEED TO HEAR.
SO...
ARE YOU A STORYTELLER?
WE ARE ALL STORYTELLERS
STORIES ARE EVERYWHERE.
AND
AND PERHAPS THIS KIND OF STORY IS TOO FAMILIAR.
MANY STORIES ARE BORING.
WHY?
THREE COMMON MISTAKES
AND HOW TO FIX THEM.
I’M GONNA LET YOU FINISH BUT... FIRST MISTAKE: THINKING THAT WHAT YOU WANT TO SAY IS IMPORTANT.
SECOND MISTAKE: THINKING THAT YOU HAVE TO TELL EVERYTHING AT ONCE.
THIRD MISTAKE: BAD DELIVERY
IN FACT, IT IS BAD DESIGN!
HOW DO YOU DESIGN A STORY?
A PURPOSE AN AUDIENCE A SUBJECT
THE AUDIENCE YOUR PURPOSE WHAT DO YOU WANT TO GET OUT OF THIS PITCH? WHEN ARE YOU HAPPY?
EXPLORE EXPLAIN INSPIRE PERSUADE
ANY STORY SERVES ONE OF THESE PURPOSES.
EXPLORE EXPLAIN INSPIRE PERSUADE
ANY STORY SERVES ONE OF THESE PURPOSES.
THE AUDIENCE YOUR AUDIENCE WHAT ARE THEY EXPECTING? WHAT IS THEIR GOAL? WHAT DO THEY THINK?
THE AUDIENCE YOUR SUBJECT WHAT ARE YOU TALKING ABOUT?
TO DO THIS…
WE NEED…
CREATE COMMON GROUND
MAKE IT REAL
X-FACTOR
COMMON GROUND MAKE IT REAL
X-FACTOR
NEW TOOLS NEW SKILLS NEW MINDSETS
WHO ARE YOUR CUSTOMERS 1
5 MINUTES
DRAW YOUR CUSTOMER
VISUALIZE YOUR CUSTOMER…
WHO ARE THEY?
GENDER? AGE? INCOME?
WHAT ARE THEY DOING?
WHAT DO THEY WANT?
WHAT WOULD HELP THEM?
WHAT STRESSES THEM OUT?
WHAT DOES THEIR DAY LOOK LIKE?
WHAT DO THEY LOOK LIKE?
WHAT DO THEY WANT TO LOOK LIKE TO OTHERS?
WHAT IS IMPORTANT TO THEM?
WHAT MAKES THEM TICK?
WHAT DO THEY WISH WOULD GO AWAY?
USE THIS TEMPLATE TO MAP OUT YOUR AUDIENCE AS A PERSON
WHY DID WE DO THAT?
DEFINE YOUR CUSTOMER…
MOTHERS 25-35 HHI $75-$150K
COLLEGE EDUCATED+
DEFINE YOUR CUSTOMER…
WHY WOULD THIS WOMAN WANT TO PAY FOR YOUR SERVICE?
PUT YOURSELF IN
YOUR CUSTOMERS’
SHOES
CUSTOMER SEGMENT VALUE PROPOSITION
JOB-TO-BE-DONE
PAINS
GAINS
CUSTOMER SEGMENT
JOB-TO-BE-DONE
What is it that your customers are trying To do (or get done) on a daily basis?
CUSTOMER SEGMENT
PAINS What often gets in the way?
CUSTOMER SEGMENT
GAINS What are your customers ambitions?
CUSTOMER SEGMENT
YOUR OFFER
PAIN RELIEVERS
GAIN CREATORS
VALUE PROPOSITION
YOUR OFFER
What do you offer your customers that will help them get their jobs done?
VALUE PROPOSITION
PAIN RELIEVERS
How do you relieve your customers’ specific pains?
VALUE PROPOSITION
GAIN CREATORS
How do you help your customers achieve their ambitions in life?
VALUE PROPOSITION
JOGGER
RUN
BLISTERS
FITNESS
Jogger
RUN
BLISTERS
FITNESS
FORM FITTING
FEEL GREAT
VALUE PROPOSITION
YOUR TURN!
20 MINUTES
VALUE PROPOSITION DESIGN CANVAS
JOB-TO-BE-DONE
PAINS
GAINS
WHO ARE YOUR CUSTOMERS?
VALUE PROPOSITION DESIGN CANVAS
YOUR OFFER
PAIN RELIEVERS
GAIN CREATORS
HOW DO YOU HELP THEM?
YOUR MAD LIB
PRESENT YOUR MAD LIBS IN 1 MINUTE
WHAT IS YOUR VISION? 2
WHERE ARE WE IN 2020? WHAT IS OUR GOAL?
WHAT DOES IT LOOK LIKE?
OR JUST ASK … WHY?
2020 Today 2025
X
YOUR TURN!
20 MINUTES
2020 Today 2025
PRESENT YOUR VISION IN 2 MINUTES
TELL US WHY YOU, WHAT’S THE IMPACT, YOUR PERSONAL STORY…
TELL YOUR STORY & MAKE AN IMPACT! 3
Ideas fail if they don’t scale.
WHY STORYTELLING?
Idea
“OUR SPECIES THINKS IN METAPHORS AND LEARNS THROUGH STORIES.” – Mary Catherine Bateson
OUR BRAIN CAN MAKE US RELIVE WHAT WE PERCEIVE
WHAT HAPPENS WHEN YOU BITE THIS JUICY LEMON?
• BULLET • BULLET • BULLET
AND WHAT HAPPENS WHEN YOU SEE THIS?
NOT MUCH.
YOUR BRAIN HAS NOTHING TO WORK WITH.
INFORMATION : NUMBERS & TEXT
INFORMATION : NUMBERS & TEXT
PROCESSES : FLOWCHARTS
INFORMATION : NUMBERS & TEXT
PROCESSES : FLOWCHARTS
KNOWLEDGE : DOCUMENTS
INFORMATION : NUMBERS & TEXT
PROCESSES : FLOWCHARTS
KNOWLEDGE : DOCUMENTS
PASSION : ?
HOW DO YOU SHARE PASSION?
PASSION : STORIES!
INFORMATION : NUMBERS & TEXT
PROCESSES : FLOWCHARTS
KNOWLEDGE : DOCUMENTS
PUTTING IT ALL TOGETHER 4
5 TIPS FOR GIVING A SUCCESSFUL PITCH
DESIGN YOUR STORY
TELL YOUR STORY & MAKE IT PERSONAL
FOCUS ON PAINS & GAINS
USE IMAGERY (WHEN YOU CAN)
EXPRESS YOUR PASSION
IN CLOSING…
SET YOURSELF UP FOR SUCCESS…
CREATE & AND CONTINUALLY TEST YOUR BUSINESS MODEL
CREATE & AND CONTINUALLY TEST YOUR VALUE PROPOSITION
HOW?
SHARE YOUR STORY!
JUSTIN
STRATEGY DESIGNER & MANAGING DIRECTOR Business Models Inc. SF
Justin helps corporates and start-ups to design better business. He 15+ years of experience helping companies of all sizes with business model innovation and strategy.