jeff hayzlett - istrategy chicago 2012

Only for the Bravest and Most Successful

WARNING:

To the naysayers, opportunists, and obstructionists who stand in the way

of driving change and progress in any organization

Note: WE WILL BEAT YOU

1824 or 2012

Somewhere in the West or in a Company Near You.

Adapt, Change or Die

Driving Change

Change for Change Sake is bad

“There is nothing wrong with change, if it is in the right

direction.” – Winston Churchill

Business Leadership

Agents of Change

Leaders

Clock Changers

Be a Clock Changer

Be a leader

Noticeable Assets

• Problem Solvers, not problem seekers

• Change agents for the process

• Cheerleaders who reinforce goals

• Seam operators

Why People & Companies Fail to Drive Change Needed to Win

The BIG Five

Reasons We Fail

1. Fear

Be a beginner

Reasons We Fail

2. Tension Healthy debate is good.

Reasons We Fail

3. Radical Transparency

Elephants are fun to kill

Reasons We Fail

4. Risk

No one is going to die

Reasons We Fail

5. Promises

Mutual Conditions of Satisfaction

How its Suppose to Work

Make my Order

Give Up Some Cash

Delivered Fresh

I’m Not Lovin’ it!

Clowns Lie

What is a Promise?

Mutual Conditions of

Satisfaction

Basic Components

• The Customer

• The Performer

• The Action Cycle & 4 Phases

Pretty simple in theory

25

The John Madden View

The Action Cycle

PromisePromise

The Customer The Performer

Phase I Phase II

Phase III Phase IV

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The first step. . . Phase I

The Action Cycle

In the beginning…

PromisePromise

The Customer The Performer

OFFER

27

The Second Step. . .Phase II

The Action Cycle

PromisePromise

The Customer The Performer

AGREEMENT

28

One More. . .Phase III

The Action Cycle

PromisePromise

The Customer The Performer

PERFORMANCE

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Bringing it home. . .Phase IV

The Action Cycle

PromisePromise

The Customer The Performer

DELIVERY & ACCEPTANCE

Ask Yourself

Why are you in this game?

Who are you? Your 118

A Passion for Pheasants

What shall you look like?

Brand

Horses. . . cows

and promises delivered

Do it Right

Stand for something

Online or offline

Principles only mean something

when they are inconvenient

Cause Tension

• Don’t settle

• Create competition

• Stir it up

• Why?

Rules to Remember

• Mood

• Rule of thirds

• Change the questions

• Make it better in the new place

Try some new things

After all, . . .

Walk the Talk• Objective: Drive Sales

(repeat best seller) with great content and marketing

• Engage fans/content• Drive Earned Media &

Buzz• Represents the brand

• New, different, cutting edge- content and methods

The others

Ugly, not so smart

Me

Smart and branded

In good company.