zag workshop - the briefing.final

8/11/2019 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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!"#$ % & '$

($

")*' +%

& !,

*'

% &' $ )

)

(

#"( *

)$

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 GIVES YOU THE RAWENERGY TO PERSEVERE.

SS O S O S C O


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YOU CANT EXPAND TIME, BUT YOU

CAN EXPAND ENERGY.

PASSION NEEDS NO JUSTIFICATION


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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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HOW ARE YOU DIFFERENT?



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WHO ARE YOUR CUSTOMERS?



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WHERE ARE THEY LOCATED?



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HOWARE YOU DIFFERENT?



WHY IS IT IMPORTANT?



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HOWARE YOU DIFFERENT?



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


FOR HARLEY-DAVIDSON


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y

HOW that makes big, loud motorcycles


FOR HARLEY-DAVIDSON


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y


WHO for macho guys (and macho wannabees)


FOR HARLEY-DAVIDSON


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WHO for macho guys (and macho wannabees)

WHERE mostly in the United States


FOR HARLEY-DAVIDSON


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HOW that makes big, loud motorcyclesWHO for macho guys (and macho wannabees)


WHY who want to join a gang of cowboys


FOR HARLEY-DAVIDSON


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HOW that makes big, loud motorcyclesWHO for macho guys (and macho wannabees)


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)

zag workshop - the briefing.final

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