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RISING ABOVE
THE NOISE
100STATE
FEBRUARY 6, 2015
2
Nancy Goldstein
Chief Strategist
(e) nancy@compassxstrategy.com
(t) @NancyAGoldstein
(t) @CompassX
3
LET’S TALK ABOUT YOUR BUSINESS
RISING ABOVE THE NOISE
4
DEFINE SUCCESS
FIND YOUR
PEOPLE
SAY SOMETHING THAT MATTERS
PLAN. THEN DO.
STAND FOR
SOMETHING
5
DEFINE SUCCESS
How could this happen? I was so careful. I picked the
wrong play, the wrong director, the wrong cast.
Where did I go right?
- Max Bialystock, The Producers
WHAT ARE YOUR GOALS?
6
WHAT DOES SUCCESS LOOK LIKE FOR YOU?
Impact?
Financial?
♥
Distribution?
STAND FOR SOMETHING
7
Nerds, jocks. My side, your side. It’s all bullsh*t. Its hard
enough just trying to be yourself.
- Ronald Miller, Can’t Buy Me Love
DON’T JUST SELL STUFF
8
vs
9
10
QUESTIONS TO ASK
11
What does your brand stand for? What matters to you?
How does your execution reflect those values and your culture?
Are decisions based on what is meaningful for your brand or are you reacting to what your competitors do?
12
FIND YOUR PEOPLE
We are not groupies. Groupies sleep with rock stars because they want to
be near someone famous. We are here because of the music. We inspire the
music. We are Band-Aids.
- Penny Lane, Almost Famous
DEMOGRAPHICS WON’T CUT IT
13
JUST BECAUSE PEOPLE ARE THE SAME AGE, DOESN’T MEAN THEY WANT THE SAME THING
Katniss Everdeen
Hunger Games
Haley Dunphy
Modern Family
QUESTIONS TO ASK
14
Beyond gender and age, who are your ideal clients?
Why them vs someone else?
What matters to them?
15
[Mike Cameron] How did you get Diane Court to go out with you?
[Lloyd Dobler] I called her up.
[Mike Cameron] But how come it worked?
[Lloyd Dobler] I’m Lloyd Dobler.
- Lloyd Dobler, Say Anything
SAY SOMETHING
THAT MATTERS
SAY SOMETHING THAT MATTERS
16
What is their current lens?
What does your audience
think, feel, or do now?
Your Messaging
As a result of your
awesome, what will the
audience think feel or do in
the future?
QUESTIONS TO ASK
17
Why does your audience care that you exist?
What will motivate them to take action?
Why will your product or service be the thing that motivates them?
18
PLAN.
THEN DO.
What use is an unloaded gun?
- Tony Soprano, The Sopranos
19
QUESTIONS TO ASK
20
What are the resources and tools you need to successfully execute your plan?
Are everyone’s roles for how they will contribute clear?
How do you know that what you want your team to accomplish is possible in the time allotted?
RISING ABOVE THE NOISE
21
DEFINE SUCCESS
FIND YOUR
PEOPLE
SAY SOMETHING THAT MATTERS
PLAN. THEN DO.
STAND FOR
SOMETHING
22
OTHER MUSINGS
23
QUESTIONS?
Nancy Goldstein
Chief Strategist
(e) nancy@compassxstrategy.com
(c) 773-255-4853

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Rising above the Noise

  • 2. 2 Nancy Goldstein Chief Strategist (e) nancy@compassxstrategy.com (t) @NancyAGoldstein (t) @CompassX
  • 3. 3 LET’S TALK ABOUT YOUR BUSINESS
  • 4. RISING ABOVE THE NOISE 4 DEFINE SUCCESS FIND YOUR PEOPLE SAY SOMETHING THAT MATTERS PLAN. THEN DO. STAND FOR SOMETHING
  • 5. 5 DEFINE SUCCESS How could this happen? I was so careful. I picked the wrong play, the wrong director, the wrong cast. Where did I go right? - Max Bialystock, The Producers
  • 6. WHAT ARE YOUR GOALS? 6 WHAT DOES SUCCESS LOOK LIKE FOR YOU? Impact? Financial? ♥ Distribution?
  • 7. STAND FOR SOMETHING 7 Nerds, jocks. My side, your side. It’s all bullsh*t. Its hard enough just trying to be yourself. - Ronald Miller, Can’t Buy Me Love
  • 8. DON’T JUST SELL STUFF 8 vs
  • 9. 9
  • 10. 10
  • 11. QUESTIONS TO ASK 11 What does your brand stand for? What matters to you? How does your execution reflect those values and your culture? Are decisions based on what is meaningful for your brand or are you reacting to what your competitors do?
  • 12. 12 FIND YOUR PEOPLE We are not groupies. Groupies sleep with rock stars because they want to be near someone famous. We are here because of the music. We inspire the music. We are Band-Aids. - Penny Lane, Almost Famous
  • 13. DEMOGRAPHICS WON’T CUT IT 13 JUST BECAUSE PEOPLE ARE THE SAME AGE, DOESN’T MEAN THEY WANT THE SAME THING Katniss Everdeen Hunger Games Haley Dunphy Modern Family
  • 14. QUESTIONS TO ASK 14 Beyond gender and age, who are your ideal clients? Why them vs someone else? What matters to them?
  • 15. 15 [Mike Cameron] How did you get Diane Court to go out with you? [Lloyd Dobler] I called her up. [Mike Cameron] But how come it worked? [Lloyd Dobler] I’m Lloyd Dobler. - Lloyd Dobler, Say Anything SAY SOMETHING THAT MATTERS
  • 16. SAY SOMETHING THAT MATTERS 16 What is their current lens? What does your audience think, feel, or do now? Your Messaging As a result of your awesome, what will the audience think feel or do in the future?
  • 17. QUESTIONS TO ASK 17 Why does your audience care that you exist? What will motivate them to take action? Why will your product or service be the thing that motivates them?
  • 18. 18 PLAN. THEN DO. What use is an unloaded gun? - Tony Soprano, The Sopranos
  • 19. 19
  • 20. QUESTIONS TO ASK 20 What are the resources and tools you need to successfully execute your plan? Are everyone’s roles for how they will contribute clear? How do you know that what you want your team to accomplish is possible in the time allotted?
  • 21. RISING ABOVE THE NOISE 21 DEFINE SUCCESS FIND YOUR PEOPLE SAY SOMETHING THAT MATTERS PLAN. THEN DO. STAND FOR SOMETHING
  • 24. Nancy Goldstein Chief Strategist (e) nancy@compassxstrategy.com (c) 773-255-4853