inbound bold talks: tamsen webster
TRANSCRIPT
TAMSEN WEBSTER @tamadear
SVP, Executive Communications !
EASY IS THE NEW HARD
@tamadear© 2014#HardIsEasy
Stack first.
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@tamadear© 2014#HardIsEasy
It’s easy to make things hard,but it’s not hard to make
things easy.
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@tamadear#HardIsEasy © 2014
No pain No gain
@tamadear© 2014#HardIsEasy
Hard ≠ GoodHard = Hard
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@tamadear© 2014#HardIsEasy
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Process
@tamadear© 2014#HardIsEasy
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Connect
Process
@tamadear© 2014#HardIsEasy
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Connect Retrieve
Process
@tamadear© 2014#HardIsEasy
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Connect Retrieve
Process
@tamadear© 2014#HardIsEasy
XCNNPH DFB ICI
ANC AAX
@tamadear© 2014#HardIsEasy
X CNN PHD FBI CIA
NCAA X
@tamadear© 2014#HardIsEasy
XCNNPH DFB ICI
ANC AAX
@tamadear© 2014#HardIsEasy
X CNN PHD FBI CIA
NCAA X
@tamadear© 2014#HardIsEasy
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Connect Retrieve
Process
@tamadear© 2014#HardIsEasy
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Memorable Repeatable
Simple
@tamadear© 2014#HardIsEasy
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Memorable Repeatable
Simple
EASY
@tamadear© 2014#HardIsEasy
frame•work/ˈfrāmˌwərk/ A basic conceptional structure
@tamadear© 2014#HardIsEasy
Eat food. Not too much. Mostly plants.
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Michael Pollan, “In Defense of Food”
@tamadear© 2014#HardIsEasy
AlwaysBe Closing
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@tamadear© 2014#HardIsEasy
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@tamadear#HardIsEasy © 2014
FRAMEWORKS MAKE HARD TH INGS EASY
@tamadear© 2014#HardIsEasy
@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.
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@tamadear© 2014#HardIsEasy
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} } } }
AWARENESS FAMIL IAR I TY CONSIDERAT ION LOYALTYPURCHASE
The Marketing Funnel
@tamadear© 2014#HardIsEasy
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KNOW - BELIEVE - DO
@tamadear© 2014#HardIsEasy
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@tamadear© 2014#HardIsEasy
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@tamadear© 2014#HardIsEasy
1. Eat VEGETABLES more than you… 2. Eat FRU I TS more than you… 3. Eat NUTS AND SEEDS more than you… 4. Eat F I SH AND LEAN MEATS more than you… 5. Eat WHOLE GRAINS more than you… 6. Eat DA IRY PRODUCTS more than you… 7. Eat REF INED GRAINS more than you… 8. Eat FATTY MEATS more than you… 9. Eat SWEETS more than you… 10.Eat FR I ED FOODS.
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Adapted from “The New Rules of Marathon and Half-Marathon Nutrition,” by Matt Fitzgerald
@tamadear© 2014#HardIsEasy
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@tamadear© 2014#HardIsEasy
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(180 steps per minute)
@tamadear© 2014#HardIsEasy
1. Color 2. Pattern 3. Style 4. Fit 5. ❤
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@tamadear© 2014#HardIsEasy
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@tamadear© 2014#HardIsEasy
Touch it once.
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@tamadear© 2014#HardIsEasy
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@tamadear© 2014#HardIsEasy
Partners.
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@tamadear© 2014#HardIsEasy
Your framework ≠ my framework
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@tamadear#HardIsEasy © 2014
EVERYTH ING HAS A FRAMEWORK
@tamadear© 2014#HardIsEasy
1. Borrow 2. Build
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@tamadear© 2014#HardIsEasy
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@tamadear© 2014#HardIsEasy
?
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@tamadear#HardIsEasy © 2014
WE CREATE THE WORLD WE TH INK WE SEE .
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@tamadear© 2014#HardIsEasy
Fret. Find. Frame.
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EASY .
