Download - ZAG Workshop - The Briefing.final
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HelloWelcome to theZAG Workshop with Marty Neumeier
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FACT:
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FACT: Business is speedingup.
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CHEAP
GOOD
FAST
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CHEAP
GOOD
FAST
FREE
PERFECT
NOW
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FACT:
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FACT:The market is cluttered.
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TODAY, THEREAL COMPETITION
DOESNT COME FROM COMPANIES.
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TODAY, THEREAL COMPETITION
DOESNT COME FROM COMPANIES.
IT COMES FROMCLUTTER.
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A WEALTH OFINFORMATION
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A WEALTH OFINFORMATION
CREATES A POVERTY OFATTENTION.
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F A C T O R I E S
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F A C T O R I E S C A P I T A L
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F A C T O R I E S C A P I T A L P A T E N T S
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F A C T O R I E S C A P I T A L P A T E N T S B R A N D S
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F A C T O R I E S C A P I T A L P A T E N T S B R A N D S
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EXTERNALBRAND
INTERNAL
BRAND
Branding starts on the inside.
SHARED
VISION
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Branding starts on the inside.
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Branding starts on the inside.
!"#$ % & '$
($
")*' +%
& !,
*'
% &' $ )
)
(
#"( *
)$
N
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LOOK DEEP INSIDE TO SEE WHERE
YOUR PASSIONCOMES FROM.
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PASSION NEEDS NO JUSTIFICATION.
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PASSION NEEDS NO JUSTIFICATION.
PASSION GIVES YOU THE RAWENERGY TO PERSEVERE.
SS O S O S C O
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PASSION NEEDS NO JUSTIFICATION.
PASSION GIVES YOU THE RAWENERGY TO PERSEVERE.
YOU CANT EXPAND TIME, BUT YOU
CAN EXPAND ENERGY.
PASSION NEEDS NO JUSTIFICATION
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PASSION NEEDS NO JUSTIFICATION.
PASSION GIVES YOU THE RAWENERGY TO PERSEVERE.
YOU CANT EXPAND TIME, BUT YOU
CAN EXPAND ENERGY.
MORE PASSION =MORE ENERGY
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GOOGLE
To organize the worldsinformation and make it
universally accessible.
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EXERCISE:PURPOSE STATEMENT
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BUT HOW DO YOU TURN PURPOSEINTO PROFITS?
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BY BEING DIFFERENT.
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NO, REALLYDIFFERENT.
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WHENEVERYBODYZIGS
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FACT
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FACT:Our brains act as filters to protect usfrom too much information.
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WE !RE HARDWIRED TO NOTICE ONLY WHAT!S DIFFERENT.
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IS THIS THE WAY THE WORLD SEES YOU?
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The three most important words in differentiating your brand:
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FOCUS1
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FOCUS2
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FOCUS3
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FOCUS
PASSION
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THE FOCUS TEST:
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1 Who are you?
THE FOCUS TEST:
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1 Who are you?
What do you do?21
THE FOCUS TEST:
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1 Who are you?
What do you do?21
Why does it matter?3
FACT:
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YOU CAN'T BE A LEADER BY FOLLOWING A LEADER.
YOU CAN ONLY BECOME A LEADER BY CONVERTING
WHITE SPACE INTO A MARKET POSITION.
FACT:
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POSITIONINGdifferentiates a brand
in a customers mind to obtain
strategic competitive advantage.
Positioning creates the pecking order
that determines profit margins.
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p g
Pecking order is crucial because categories arrange
themselves by doubles and halves.
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If Brand 1represents a certain percent of
market share Brand 2 will represent half
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market share, Brand 2will represent half.
BRAND 1
MARKET SHARE
BRAND 2
BRAND 3
BRAND 4
BRAND 5
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WHAT WILL MAKE YOU THE ONLY IN YOUR CATEGORY?
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OUR BRAND
IS THE ONLYSERVICE
THAT MATTERS.
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AERON IS THE ONLYOFFICE CHAIR
THAT REDEFINESERGONOMIC DESIGN.
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PRIUS IS THE ONLYHYBRID CAR
THAT SYMBOLIZESDEDICATION TO
THE ENVIRONMENT.
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CIRQUE DU SOLEILIS THE ONLY CIRCUS
WITH BROADWAYSOPHISTICATION.
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TONIK IS THE ONLYHEALTH INSURER
THAT FOCUSES ON20-SOMETHINGS.
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TARGET IS THE ONLYSTORE THAT SELLS
DESIGNER PRODUCTSAT BIG-BOX PRICES.
WHAT IS YOUR CATEGORY?
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WHAT IS YOUR CATEGORY?
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HOW ARE YOU DIFFERENT?
WHAT IS YOUR CATEGORY?
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HOW ARE YOU DIFFERENT?
WHO ARE YOUR CUSTOMERS?
WHAT IS YOUR CATEGORY?
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HOW ARE YOU DIFFERENT?
WHO ARE YOUR CUSTOMERS?
WHERE ARE THEY LOCATED?
WHAT IS YOUR CATEGORY?
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HOWARE YOU DIFFERENT?
WHO ARE YOUR CUSTOMERS?
WHERE ARE THEY LOCATED?
WHY IS IT IMPORTANT?
WHAT IS YOUR CATEGORY?
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HOWARE YOU DIFFERENT?
WHO ARE YOUR CUSTOMERS?
WHERE ARE THEY LOCATED?
WHY IS IT IMPORTANT?
WHEN DO THEY NEED YOU?
FOR HARLEY-DAVIDSON
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WHAT TheONLYmotorcycle manufacturer
FOR HARLEY-DAVIDSON
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y
WHAT TheONLYmotorcycle manufacturer
FOR HARLEY-DAVIDSON
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y
HOW that makes big, loud motorcycles
WHAT TheONLYmotorcycle manufacturer
FOR HARLEY-DAVIDSON
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y
HOW that makes big, loud motorcycles
WHO for macho guys (and macho wannabees)
WHAT TheONLYmotorcycle manufacturer
FOR HARLEY-DAVIDSON
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HOW that makes big, loud motorcycles
WHO for macho guys (and macho wannabees)
WHERE mostly in the United States
WHAT TheONLYmotorcycle manufacturer
FOR HARLEY-DAVIDSON
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HOW that makes big, loud motorcyclesWHO for macho guys (and macho wannabees)
WHERE mostly in the United States
WHY who want to join a gang of cowboys
WHAT TheONLYmotorcycle manufacturer
FOR HARLEY-DAVIDSON
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HOW that makes big, loud motorcyclesWHO for macho guys (and macho wannabees)
WHERE mostly in the United States
WHY who want to join a gang of cowboys
WHEN in an era of decreasing personal freedom
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If you cant say why your brand
is both different and compelling
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is both different and compelling,
dont fix your statement.
If you cant say why your brand
is both different and compelling
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is both different and compelling,
dont fix your statement.
Fix your strategy.
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EXERCISE: ONLINESS STATEMENT (SHORT)