easy is the new hard [inbound 2014]
TRANSCRIPT
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TAMSEN WEBSTER @tamadear
SVP, Executive Communications !
EASY IS THE NEW HARD
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@tamadear© 2014#HardIsEasy
Stack first.
Frameworks: 01
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@tamadear© 2014#HardIsEasy
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@tamadear© 2014#HardIsEasy
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@tamadear© 2014#HardIsEasy
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@tamadear© 2014#HardIsEasy
It’s easy to make things hard,but it’s not hard to make
things easy.
Frameworks: 02
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@tamadear#HardIsEasy © 2014
No pain No gain
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@tamadear© 2014#HardIsEasy
Hard ≠ GoodHard = Hard
Frameworks: 03
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@tamadear© 2014#HardIsEasy
Frameworks: 04
Process
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@tamadear© 2014#HardIsEasy
Frameworks: 04
Connect
Process
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@tamadear© 2014#HardIsEasy
Frameworks: 04
Connect Retrieve
Process
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@tamadear© 2014#HardIsEasy
Frameworks: 04
Connect Retrieve
Process
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@tamadear© 2014#HardIsEasy
XCNNPH DFB ICI
ANC AAX
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@tamadear© 2014#HardIsEasy
X CNN PHD FBI CIA
NCAA X
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@tamadear© 2014#HardIsEasy
XCNNPH DFB ICI
ANC AAX
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@tamadear© 2014#HardIsEasy
Frameworks: 04
Connect Retrieve
Process
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@tamadear© 2014#HardIsEasy
Frameworks: 04
Memorable Repeatable
Simple
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@tamadear© 2014#HardIsEasy
Frameworks: 05
Memorable Repeatable
Simple
EASY
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@tamadear© 2014#HardIsEasy
frame•work/ˈfrāmˌwərk/ A basic conceptional structure
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@tamadear#HardIsEasy © 2014
FRAMEWORKS = EASY
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@tamadear© 2014#HardIsEasy
Eat food. Not too much. Mostly plants.
Frameworks: 06
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@tamadear© 2014#HardIsEasy
AlwaysBe Closing
Frameworks: 07
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@tamadear© 2014#HardIsEasy
Frameworks: 08
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@tamadear© 2014#HardIsEasy
A=B B=C A=C
Frameworks: 09
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@tamadear#HardIsEasy © 2014
FRAMEWORKS MAKE HARD TH INGS EASY
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@tamadear© 2014#HardIsEasy
The Defensible Brand
CUSTOMERS
COMPETITORS
COMPANY
Adapted from: Peterson, Erik and Tim Riesterer, Conversations That Win the Complex Sale. New York: McGraw-Hill, 2011.
Frameworks: 10
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@tamadear© 2014#HardIsEasy
Frameworks: 11
} } } }
AWARENESS FAMIL IAR I TY CONSIDERAT ION LOYALTYPURCHASE
The Marketing Funnel
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@tamadear© 2014#HardIsEasy
CUSTOMER/AUDIENCE PROBLEM
INS IGHT LAYER
DATA & I L LUSTRAT ION
ACT ION
INSI
GHT
PATH
The Pyramid of Planned Outcome is the property of Oratium, LLC. All rights reserved.
Frameworks: 12
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@tamadear© 2014#HardIsEasy
Frameworks: 13
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@tamadear© 2014#HardIsEasy
Frameworks: 14
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@tamadear© 2014#HardIsEasy
Eat VEGETABLES more than Eat FRU I TS more than
Eat NUTS AND SEEDS more than Eat F I SH AND LEAN MEATS more than
Eat WHOLE GRAINS more than Eat DA IRY PRODUCTS more than Eat REF INED GRAINS more than
Eat FATTY MEATS more than Eat SWEETS more than
Frameworks: 15
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@tamadear© 2014#HardIsEasy
Frameworks: 16
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@tamadear© 2014#HardIsEasy
Frameworks: 16
(180 steps per minute)
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@tamadear© 2014#HardIsEasy
1. Color 2. Pattern 3. Style 4. Fit 5. ❤
Frameworks: 17
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@tamadear© 2014#HardIsEasy
Frameworks: 18
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@tamadear© 2014#HardIsEasy
Touch it once.
Frameworks: 19
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@tamadear© 2014#HardIsEasy
Frameworks: 20
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@tamadear© 2014#HardIsEasy
Partners.
Frameworks: 21
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@tamadear© 2014#HardIsEasy
Your framework ≠ my framework
Frameworks: 22
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@tamadear#HardIsEasy © 2014
EVERYTH ING HAS A FRAMEWORK
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@tamadear© 2014#HardIsEasy
1. Borrow 2. Build
Frameworks: 23
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@tamadear© 2014#HardIsEasy
Frameworks: 24
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@tamadear© 2014#HardIsEasy
?
Frameworks: 25
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@tamadear#HardIsEasy © 2014
WE CREATE THE WORLD WE TH INK WE SEE .
Frameworks: 26
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@tamadear© 2014#HardIsEasy
Fret. Find. Frame.
Frameworks: 27
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EASY .
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