1.
RISING ABOVE
THE NOISE
100STATE
FEBRUARY 6, 2015

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Nancy Goldstein
Chief Strategist
(e) nancy@compassxstrategy.com
(t) @NancyAGoldstein
(t) @CompassX

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LET’S TALK ABOUT YOUR BUSINESS

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RISING ABOVE THE NOISE
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DEFINE SUCCESS
FIND YOUR
PEOPLE
SAY SOMETHING THAT MATTERS
PLAN. THEN DO.
STAND FOR
SOMETHING

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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

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WHAT ARE YOUR GOALS?
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WHAT DOES SUCCESS LOOK LIKE FOR YOU?
Impact?
Financial?
♥
Distribution?

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STAND FOR SOMETHING
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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

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DON’T JUST SELL STUFF
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vs

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QUESTIONS TO ASK
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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?

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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

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DEMOGRAPHICS WON’T CUT IT
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JUST BECAUSE PEOPLE ARE THE SAME AGE, DOESN’T MEAN THEY WANT THE SAME THING
Katniss Everdeen
Hunger Games
Haley Dunphy
Modern Family

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QUESTIONS TO ASK
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Beyond gender and age, who are your ideal clients?
Why them vs someone else?
What matters to them?

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[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

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SAY SOMETHING THAT MATTERS
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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?

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QUESTIONS TO ASK
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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?

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PLAN.
THEN DO.
What use is an unloaded gun?
- Tony Soprano, The Sopranos

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QUESTIONS TO ASK
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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

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OTHER MUSINGS

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QUESTIONS?

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Nancy Goldstein
Chief Strategist
(e) nancy@compassxstrategy.com
(c) 773-255-4853