inboundcon 2016 - the preeminence mindset - dev basu
TRANSCRIPT
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The Pre-eminence Mindset
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This is Jack
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Last week, he wasn’t feeling so
hot...
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15 minutes and $200 later...
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That’s lawyer money at $800 an
hour!
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I was so relieved...
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And just like that, Jack was back to being
a happy doggo.
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✔ Help I needed ✔ Peace of mind
I wanted. ✔ The follow-up
they thoughtI deserved.
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Would I switch my vet?
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Not a chance.
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I want you to come on a journey with me.
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Imagine the last person you pitched anything...
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Frustrating isn’t it?
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What would happen if...
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We have lost our way.
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We have inundated those who we serve by selling
them instead.
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With too much Big Data
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With too many Magic Tactics
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With too many broken promises
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Most people never realize that 80% of the work is done before you step in a
room. That's why they spend their entire lives grasping for magical
tactics instead of changing their entire mindset.
- Ramit Sethi
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3 out of 4 executives don’t believe that marketing drives
demand and revenue.
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57% of consumers are actively unfollowing
brands.
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43% of marketers cannot secure enough
budget.
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Why is this our reality?
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with ourselves
We are more in
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with those we serve
Than we are in
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It’s because we ask...
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What do we have to say to get people to buy?
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Instead of asking...
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What benefit do we need to render to
deserve their patronage?
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You and I have an opportunity.
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The key of all life is value. Value is not what you get, it's what you
give. Jay Abraham
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Price is what you pay. Value is what you get.Warren Buffet
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This is a perspective
shift.
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Pre·em·i·nencemore important.
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You > Me
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The preeminence mindset is founded on this strong conviction...
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I am here to serve you, not sell you.
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Catch 22
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In order to serve you’ve got to get the
opportunity to do so first.
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Why haven’t we got them already?
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Because they lack faith.
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Information ≠ Advice
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We can’t let them fail.
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What is our job as a marketer?
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Job → Career → Calling
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Provide Focus
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Most people don’t know what is out of focus till you show them.
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They’ll only make a decision to change once they realize what is out of focus.
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Focus Leads to Clarity
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Just because you see something doesn’t mean
you know what to do about it.
Problem #1
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We need to understand their biggest frustrations,
challenges, and opportunities.
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Most people are in one of two states
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They either know where they are
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But don’t know
where they are
going
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Or, they know where they are going
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But don’t know
where they are!
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Do you have clarity on your specific goals for
2017?
Thought Exercise
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Clarity Leads to Power
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Just because they know their orientation, doesn’t
mean they know what they want.
Problem #2
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We must turn abstract needs,
wants, and desires
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Into a clear and concise statement of our audience’s
goals.
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Power leads to Understanding
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Opportunity is missed by most people because
it’s dressed in overalls and
looks like work.
Thomas A. Edison
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Thought ExerciseIf Dev Basu bumps into me next year, and calls me aside to ask
me what I’ve done in the last 365
days, I want to tell him...
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Just because they’re clear on what they want, doesn’t
mean they feel you “get them”.
Problem #3
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Who was the last person who
“had your back”?
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How did they make you feel?
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Preeminent leaders come from
a position of “hopefulness”
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This earns the loyalty, admiration, and respect of everyone you serve
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You and I have an opportunity to be
that person.
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Understanding leads to certainty.
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Without trust, people won’t take
action.
Problem #4
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Certainty leads to trust.
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To gain trust
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We have to put their needs ahead of our
own
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Because only then will they believe that you can lead them
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To greater results, less frustrations, and more
productivity.
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Thought Exercise
What have you done in the last 90 days to inspire other to trust
you?
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Trust leads to Action
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Focus →Clarity →
Power →
Certainty →Trust →
Understanding →
Action
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with my audience than
myself.
I will fall more in love
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Thank You