8. 65 % 35 %
Buying Vision Bake-Off
-3 -2 -1 +1 +2 +3
Status Quo Identify Define Identify Review Make
Threatened New Needs Solution Viable Vendors Approaches Decision
“Why Change?” “Why Us”
• Challenge assumptions • Our promise of what you get
• Define new set of needs • How we do it
• Align w/ Strengths
your • Why we are the best option
SELL A DISTINCT SELL YOUR
POINT OF VIEW VALUE PROPOSITION
9. A decision to change
New Brain
Designed for Analysis
Old Brain
Designed for Survival
Decision-Making Engine
13. Attention Aversion
Risk/Loss Scarcity
Incumbent Advantage
Status
Attention Scarcity
Quo
Barrier
Change Burden
14. “While our access to raw information has
grown exponentially, our time to process this
information has declined rapidly, which has
placed an unprecedented premium
on the act of meaning-making.”
George Dyson (Futurist)
15. • Don’t play 20 questions
• You got 30 seconds to
tell me something I don’t
already know
• You see more people who
look like me than I do
• So act like it!
16. Risk/Loss Aversion
Incumbent Advantage
Status
Attention Scarcity
Quo
Barrier
Change Burden
26. The Hero Model
The Hero Model:
based on The Hero with A Thousand Faces
by Joseph Campbell
• The world is normal
• Something changes
• Hero struggles
• Enter: the mentor
• Hero accepts the quest
37. Who are you going to be?
“People are information-rich and theory-poor.
If you can give them a way of organizing their
experience, then their minds are wide open.”
— Gladwell
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Messaging Conference ONLY $399
1. Marketing
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Billy Ben 3. Power Coaching
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