1.
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P R I V A T E S T U D Y C O U R S E
CAMPAIGN
DRIVENENTERPRISE
Y O U R C D E S T R A T E G Y G U I D E
DISCOVERYOUR BUSINESS IDEAL

2.
DISCOVER YOUR BUSINESS IDEAL
CAMPAIGN
DRIVENENTERPRISE
MODULE
D A N I E L P R I E S T L E Y
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3.
CAMPAIGN DRIVEN ENTERPRISE HOME STUDY COURSE MODULE 01
© 2015 DANIEL PRIESTLEY/TCE 1
Your Big Message
In this report, we will help you start to discover and explore the
core ideal that underpins your business.
This activity is part of the Campaign Driven Enterprise
programme and the feedback we get from this segment is always
enthusiastic. Even people running top performing businesses say
they gained powerful insights. So enjoy.
***
The Campaign Driven Enterprise (CDE) strategy combines your
baseline, business-as-usual activities, quarterly campaigns
powered by an overarching big message.
We know that your big message is a lot easier to articulate if your
business is based on the core ideal that drives engagement in
your business.

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Your Core Ideal
Between 2001 and 2011, Jim Stengel (Grow!, 2012) conducted a
ten-year business growth study of more than 50,000 brands from
around the world. He wanted to identify what makes a business
grow beyond their competition? And importantly what powers
any enterprise to the top and keeps it there?
His extensive research concluded that high performers have a
brand ideal and a higher-order benefit to authentically improve
people’s lives.
A brand ideal is in essence the reason why your business exists
but underperformers typically lack clarity about their brand ideal.
Improving people’s lives shapes the way you recruit, unite, move,
touches and inspire everyone who connects with your business
from employees to customers.
At the heart of it is understanding who your target customers are;
what their big problems are; what they value and subsequently
designing a full and meaningful solution that will genuinely
improve their lives.
You will need to explore questions such as:
• What’s special about my business?
• What do I stand for? In my customers’ minds?
The concept here is having a bigger goal than selling stuff and
increasing revenues – even though these are important – and
ironically show up because the right people are clear about what
you stand for.

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Stengel also wanted to test if:
• Do customers bond more with brands with ideals?
• Are the bonds that people form with an ideal brand the
ultimate growth driver?
• What bonds drive the most growth?
• Can any business leverage the ideal-based business
concept?
The answer is ‘Yes’.
Stengel discovered:
• Brand ideals do in fact drive performance of the highest
growth businesses
• High performing businesses align with one of five
fundamental human values
• Fast growing businesses are powered by teams that align to
and engage with the most appropriate ideal for that
business
• The highest growth businesses translate activity into
practices consistent with those ideals.
We would add
• The highest growth businesses communicate their ideal
through a big message or big messages that are consistent
with the brand ideal.
Stengel worked with Proctor and Gamble and as an example
positioned Pampers brand ideal from selling the most disposable
diapers to helping mothers care for their development needs of
their babies and toddlers.

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CAMPAIGN DRIVEN ENTERPRISE HOME STUDY COURSE MODULE 01
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This workbook aims to get you to look beyond transactions and
entertain the possibility of a big ideal that includes endless
possibilities of growth and profit based on an ideal that suits your
business.
I will refer to big players BUT the ideas here apply to ANY business
– and yours. You have to remember that many of Stengel’s top 50
brands started out as small businesses.
As an example, Method was a very small business based in San
Francisco that made eco-friendly cleaning products just for local
customers living in the Bay district.
UK businesses will be very familiar with Innocent drinks who
started out selling smoothies at places like Glastonbury Festival.
Anyone who has heard Richard Reed speak knows that Innocent
was an amusing idea concocted by three university buddies.
Stengel’s research discovered that top performing businesses:
• Discover their brand ideal for improving people’s lives in
one of five fundamental human values
• Build their organisational culture around that brand ideal
• Communicate the ideal to engage employees and
customers
• Deliver ideal-based customer experiences; and
• Measure their progress against that ideal.
Importantly, if you embrace the ideal-based business concept it
will necessitate change and growth.
And this workbook first aims to help you identify your brand ideal.

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And when you identify your brand ideal then your big message
lands as totally congruent. It resonates with your target customer.
Improving people’s lives
We need to double check if you genuinely are in the business of
improving people’s lives. Genuinely. People say they are about
improving people’s lives but the reality is most business people
are about selling more stuff.
When people join the Key Person of Influence Programme for
many it is a huge shift to deeply consider who their target
customers are and the problems those target customers are
experiencing.
It can be quite unsettling to be asked to describe in detail the
target customer segments or to complete an activity called
#100Problems.
As an exercise I’d invite you now to write a list of at least 100
problems your target customers are experiencing. Don’t stop
until you get at least 100 problems. This exercise will force you to
deep dive into your target customer’s world.
Then we get you to review that list and drill down to the top three
problems and finally THE ultimate problem your target customer
is experiencing.
That is quite a challenge.
Many delegates on the Key Person of Influence programme
discover that their business in fact does not address big problems
at all! That can come as a shock. They discover their marketing
rarely mentions the big problems their customers are
experiencing.

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Their marketing is all about the products they sell and incentives
to drive transactions.
George did the #100problems activity and discovered a new
target customer, three very distinct problems and a totally new
business!
George runs a cabinet making business but the new division now
does multi-million dollar relocations and fitouts for medical
centres who cannot afford to get it wrong.
If you get this wrong you may not be improving people’s lives to
the degree you’d prefer.
The top five fundamental human values
Stengel’s research consistently identified five ideals – one of
which high growth businesses had aligned with.
They are:
• Joy – experiences of happiness, wonder and possibility
• Connection – enhancing the ability for people to connect
and engage in meaningful ways
• Exploration – enhancing people’s ability to discover and
explore new possibilities and experiences
• Pride – giving people increased confidence, strength,
security and vitality
• Impacting society – affecting society through contribution,
challenge and change

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Here’s a snapshot of well-known brands and their core ideal
Joy Connection Exploration Pride Impact society
Coca-Cola Blackberry Amazon Heineken Accenture
Emirates FedEx Apple Hugo Boss IBM
Lindt Starbucks Google Target Innocent
Moet Natura Samsung Mercedes Dove
Disney Pizza Hut EBay Jack Daniels Entrevo
Obviously, Apple, Amazon and Google are all about exploration
and discovery. They might share the ideal of joy as well but the
dominmant ideal is exploration.
Once you know your ideal then words, stories and values linked
to your ideal seem to magically appear. And you start to resonate
with your target customers.
But which one are you?
Finding your ideal
On the next two pages is an activity that will help you identify
your ideal. Can I emphasise DO NOT CHEAT. Do not be tempted
to skip ahead because you will confuse matters. Take your time to
answer Part 1 honestly and thoughtfully BEFORE you go to Part 2.

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Part 1
Circle or underline one word or phrase in each row that describes
what your business is all about. “We’re all about … “
Line A B C D E
1 Happiness,
happy
Connecting,
connections
Vision,
dreams
Building confidence
Building esteem
Improving
innovating
2 Community Self expression Access Relating Wonder
3 Feelings Engaging others Immersive
experiences
Passion Causing change
4 Possibilities,
what-if?
Empathy
Genuine concern
Learning
Knowledge
Expecting more
Expecting the best
Easy interface
compatibility
5 Reaching
Touching
Emotions,
emotional
Curious,
curiosity
Caring for others Well known,
identity
6 Tools Relationships Stimulation Accomplishment Effectiveness
7 Together, team,
bonding
Strategies
Tactics
Harmony,
harmonious
History,
tradition
High standards
Pride
8 Perfection Revolution Wellbeing Stimulating Exploring
9 Sustainability Security Journey Care, caring Joy, fun
10 Reinvent
yourself
Environmental,
Green
Best practice Imagine!
What if …!
Relationships,
relating
11 Create, creative,
problem solving
Nothing but the
very best
Functions
better
Shared, sharing
socialising
Thrilling,
delighting
12 Challenging Conscious Realigning Changing Improving
13 Systems Travel Discovery Open access Exciting
14 Networking
Get-together
You need to
change!
We want a
revolution!
Premium,
High end
Deep
Deeply caring
15 Protecting,
Safeguarding
Rebel,
renegade
Ensuring,
insuring
Individual,
integrity
High performing
excelling

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CAMPAIGN DRIVEN ENTERPRISE HOME STUDY COURSE MODULE 01
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Now circle the numbers that match the same position
Line/Row A B C D E
1 1 2 3 4 5
2 5 4 3 2 1
3 1 2 3 4 5
4 1 2 3 4 5
5 2 1 3 5 4
6 3 2 1 4 5
7 5 3 2 4 4
8 4 5 2 1 3
9 5 4 3 2 1
10 3 5 4 1 2
11 3 4 5 2 1
12 5 5 5 5 5
13 3 3 3 3 1
14 2 3 5 4 1
15 5 4 5 4 3
Now tally up your scores. How many 1s, 2s, 3s etc?
1s 2s 3s 4s 5s
Joy Connection Exploration Pride Impact
Why Who How Why When
If you have two ideals that scored similar explore which feels most
like your dominant ideal and which is the secondary, overlapping
or supportive deal. The words on the next page might help.

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Words that describe your ideal
Joy Connection Exploration Pride Impact society
What Who How/How else Why Where/When
Happiness Connecting Vision Confidence Improving
Happy Networking Experiences Self-expression Environmental
Joy Engaging Learn, learning Passion Green
Wonder Vision Tools Expect more Change
Feelings Reaching Discover, explore The best Changing
Emotions Community Reinvent Standards DKU!
Service Harmony Create, creative Principles Effective
Stimulate Wellbeing Expression Identity New
Stimulating Care, caring Self expression Individuality Together
Exciting Empathy Access Security Revolution
Delighting Relating Journey Leadership Function better
Thrilling Relationships Travel Premium Conscious
Enjoying Friendship Adventure Top shelf Challenging
Enthusiasm Heritage Challenge Renegade Realigning
Satisfaction Memories Potential Integrity Catalyst
Enchanting Bonding Realisation Proud Overhaul
Charming Together Reflection Cut-through Legacy
Fun Interacting Teaching Luxury Reengineering
Humour Support Exploring Stand alone Mission
Love brand Concern Confirm Remarkable Purpose
Silliness Uniting Create Envy Reimagining
Excitement Helping Story telling Excelling Driven
Surprise Meeting Thinking about Exclusive Required
Unexpected Sharing Self-made/DIY Select Mandatory

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Finding your words
Many people say finding their words and phrases was liberating.
A business coach was using words like improving, functioning
better, changing and realigning – all words associated with
impacting society. But the company was all about discovery,
exploring, possibilities and tweaking – words that are more about
the ideal of exploration.
That subtle shift had a huge impact on their marketing, their big
message and attracting their target market.
Read your website and marketing materials
It might help to read your marketing material and underline
words you are using now to describe your business. Do they feel
right or do they feel not-quite-right or ill-fitting? Do they capture
the spirit of your business?
SEO/Keywords
I struggled with SEO/keywords words for several years because I
was still trying to think what would sell. But discovering our ideal
plugged us into words that naturally describe what we do and
who we are that just happen to resonate with out target clients.
When we reread our website copy and brochure copy it became
obvious that our key words did not align with our ideal. So our
reader must have been confused.
Certainly if you are running campaigns you need a big message
that resonates.
Read your website and brochures to see just how aligned your
messages are.

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History and heritage
Stengel discovered that in most cases you will identify your ideal
by exploring your history or heritage. This is recommended
especially if you have lost your way.
In 2009, Motorola had lost its way. They went back to their origins
of 1928 and discovered that the company had a proud history
pioneering two-way communication for essential services i.e.,
police, fire departments.
I want to emphasise that I use well-known big brands because
you can Google them (on Wiki perhaps) and read their stories.
BUT this activity can be done by ANY sized business – even yours.
Your business was started for a reason and it has a history.
On the Key Person of Influence Programme we ask the delegates
to dig into their personal story, the story of their business and
their customer’s story. Invariably, when delegates explore Why Do
I Do What I Do? or Why did I start my business? or Why do I come to
work? they reconnect with the essence of the business. Often it is
long-forgotten and the reunion is sweet.
Motorola’s renewed success came because they tapped back into
their heritage – and reconnected with their ideal – pride – a long
proud history of enabling communication in moments that matter.
That ideal has reshaped Motorola.
Josine VL has a long track record in helping people make important
changes that have to be made - impacting society – yet her
marketing did not reflect that ideal and therefore her big
message was off-message.

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Josine’s big message is about future-proofing but the ideal is all
about impact.
Entrevo frequently uses words like revolution, change, keeping up,
standing head and shoulders above, standing out and standing for
something – impact.
Our big messages – the things we bang on about - are consistent
with that ideal. Importantly, this is something our staff and
customers engage with. Our clients are on a mission to deliver
meaningful results – to make a difference - and they rally to that
call.
Our staff want to improve people’s lives by making a big
difference.
Where do you find your words?
The Fast Method
If you take the key ideal titles and simply look up a Thesaurus you
will find a list of words that are similar or related. Simply read
those words and identify any that resonate strongly.
For example: Joy
amusement, bliss, charm, cheer, comfort, delight, elation,
glee, humour, pride, satisfaction, wonder, alleviation,
animation, diversion, distraction, ecstasy, festivity, gladness,
gratification, gratitude, hilarity, indulgence, jubilance, lively,
luxury, fulfilment, prize, mirth, rapture, enjoyment, fun,
treasure, relief, thankfulness, praise.
If your ideal is Joy, what words sound most like your business?
(I’ve included a thesaurus check for each ideal in the Appendix).

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“We’re all about … fun.”
“We’re all about … gratitude.”
“We are the happiest place on earth.” (Disney). Of course the
challenge is to deliver customer experiences aligned to that ideal.
I need to remind you – I am not talking about big companies.
Please don’t think, “Oh, that’s OK for Disney … but not me.” This is
all about you! And your business.
Stengel’s research is entirely relevant for any sized player. His
parting word in his bestselling book Grow! are:
“Start big or start small, but start now.”
The Substantial Method
The other method takes more time but will ultimately yield
superior results.
Past, present, future
Heritage and History
When I’m working with a business I always first go back to the
history of the business. I ask questions like:
• How did you start this business?
• Why did you start your business?
• What is your history?
• What did you believe and value when you started your
business?

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For example, when Pizza Hut started in 1958 it was started by two
mates and was intended as a way for family and friends to
connect over a cheap, fun and easy meal.
By 2009 they had lost that ideal. After an intensive global exercise
in self-reflection Pizza Hut had realigned with that original ideal.
That reflection included customers and staff.
One question that played an important part in their renewal was
asking their staff:
What motivates you to keep coming to work here? Why do you buy
from us?
A business never leaves its heritage behind even if it evolves over
time.
Emirates airlines started in 1985 as a shuttle for oilfield and
mining workers between the UAE and Africa. Then it became an
’armchair in the sky’, then ‘the only choice’ and then about
‘connectivity’. But it has always been about the making flying a
joy.
So start by revisiting why you started your business in the first
place. Yes, it was to improve other people’s lives but it also met
your needs too.
Get your voice recorder out and just simple talk about:
• Why did you start the business?
• What were you attempting to do?

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This can be a misleading question because you might say, ‘I was
simply trying to use my skill set doing something I loved and
provide an income to support my family.”
Or “I started this business so I could afford to go snowboarding on
the best ski slopes each winter.”
And look, that’s OK to answer from your personal self-serving
perspective. Nothing wrong with that.
But you might also answer these questions:
• What were you trying to do … for your customers?
• What was the purpose of this business from a customer’s
perspective?
• What was the benefit for them?
But this is about exploring the past and reviewing history and the
origins and heritage of the business.
Jack Daniels whiskey was all about the quality of the distillery
process. Did you know that most of Jack Daniel’s early advertising
was telling people why they couldn’t buy Jack Daniel’s.
Jasper Newton Daniels was immensely proud of his distilling
process and the quality of the whiskey. That meant it could not be
made in large quantities so it became a premium product where
demand genuinely exceeded supply.
And it became the favourite of renegades like Frank Sinatra and
Keith Richards. If ever Hollywood wants to portray an individual
and someone to be reckoned with they show them drinking Jack
Daniels.

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Jack Daniels has had three or four owners but the slow paced,
quality controlled, sleepy Lynchberg, Tennessee story … and the
pride of the workers who make the whiskey … has remained
central to their marketing.
In fact their quality distilling methods were the thing they were
most proud of.
Transition
Do you need to be a global player like Pizza Hut or Jack Daniels?
Josine is a business coach based in Holland and she does
turnarounds for once established family businesses.
Her approach is designed to future-proof that business and create
legacy. To make a lasting impact. In this case the impact is not on
society but impact on a family business and their ‘society’ of
customers. But the ideal is still to make an impact.
Her story is compelling. She worked in the family business and
when her father retired he left it to two brothers who fought over
the direction the business should take. She stood on the sidelines
watching an intergenerational family business self implode.
Eventually she intervened and bought that business back under
control.
A key problem was the brothers had different ideas about who
the company was now. One felt that the company needed to
remain true to the vision of the founder – their grandfather – and
the other brother felt it needed a new vision and an identity.

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The questions that needed addressing were certainly who were
we when we started but also who are we now?
• Who are you now?
• What are we all about?
• What are we known for?
• What do we want to/need to be known for?
Ironically, like Pizza Hut and Jack Daniels Josine’s family business
needed to return to their central ideal: making an impact on
society.
Yes the offering has evolved but the core ideal was always a
constant even if they forgot.
Pizza Hut and Jack Daniels have also modified their offering but
Pizza Hut is still all about Connection and Jack Daniels is still all
about Pride.
I am using lofty examples but anyone – including you - can
determine the central ideal that drives your business. These
questions help you to consolidate your best guess as to what is
your central ideal. The words you choose to describe your
business and answering these questions give you clues.
You may simply rediscover your ideal.

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Direction
You might rediscover your ideal by exploring your vision for the
future.
• Where is this business going?
• Who can we become?
• Who should we become?
• What can we do next?
• What do we need to do next?
• Do we need to change? Why?
• Where do we want to go?
• What does the future look like ideally?
Paul is an investment manager and the business looks after assets
for wealthy clients. But Paul has a passion for helping clients with
diminished mental capacity. These clients have had a traumatic,
life changing accident where they will never work again.
Usually there is an insurance claim, a law firm appointed, a court
case, a settlement and a compensation pay out is awarded. That
might be £500,000 or £5M but that money has to be invested
because it has to provide for that person for the rest of their life.
It might fund a carer or disability-friendly home renovations.
But that money is held in trust by a law firm and a trustee or a
financial deputy is appointed whose job it is to invest that money
so that it generates a dividend year in and year out.
The problem is most trustees simply flip the funds to a financial
advisor and have very little knowledge or understanding as to
whether the right products were selected or even if that portfolio
is performing or not.

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Products, performance and fees are now very much on the radar
of the Office of Public Guardian (UK) and there are stiff penalties
where dereliction of duty of care can be shown. But while their
might be reputational damage it’s not mandatory or law yet.
Just inconvenient.
Paul wants to change all of this. He wants the law to change and
he has become the UK defacto benchmark for best practice.
If you haven’t guessed Paul’s business is all about making an
impact.
Paul’s business is transitioning form managing wealth to ensuring
lawyers work in their client’s best interests. So the ideal hasn’t
changed even though the product and service offering has.
He is going through this process of determining where his
business is going next.
The idea is to:
• Express your ideal explicitly. Write down what you think it is
and why. Share your best thinking with your team or your
customers.
• Make sure you have identified your primary dominant ideal.
It’s either Joy, Connection, Exploration, Pride or Impacting
Society. You may have a secondary ideal but identify the
dominant ideal.
• Consider how that shows up in your business – importantly
your marketing. When you run a campaign it needs a big

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message and that message is a lot easier to identify once
you know the dominant ideal.
For example, Entrevo bangs on about being a Key Person of
Influence, the entrepreneur revolution and being
oversubscribed but the ideal is about impacting society. It is
easy for us to broadcast those messages because they are
consistent with our ideal of impacting society.
You might ask:
• Is the ideal consistent with your history?
• Does the ideal make sense? Does it resonate?
• Do you get a sense that you understand the DNA of
your business a lot better?
• Can you start to see how your marketing might be
enhanced or change as a result of identifying your
dominant ideal?
• Does identifying your ideal open up marketing or
campaign possibilities for your business?
Let me know how you go
I’d love to hear what you discovered? Please email me at
coachbiz@hotmail.com
Visit
https://www.facebook.com/andrewr.priestley#
If you wish to know more about Key Person of Influence (available
in UK., US, Australia and Singapore) or Campaign Driven
Enterprise please email info@entrevo.com

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Appendix: Thesaurus
Joy
amusement, bliss, charm, cheer, comfort, delight, elation,
glee, humour, pride, satisfaction, wonder, alleviation,
animation, diversion, distraction, ecstasy, festivity, gladness,
gratification, gratitude, hilarity, indulgence, jubilance, lively,
luxury, fulfilment, prize, mirth, rapture, enjoyment, fun,
treasure, relief, thankfulness, praise.
Connection
contact, network, relation, relationships, acquaintance, agent,
ally, friend, friendship, associate, association, go-between,
connector, support, supporter, kin, family, mentor,
messenger, sponsor, relative, referral, referee, join, tribe,
gang, group, community, partnership, interaction.
Exploration
analysis, examination, expedition, exploration, tour, trip,
journey, travel, search, curiosity, curious, inquiry, assess,
research, ask, explain, probe, scrutinise, learn, discovery,
sense, unearth, delve, dig, diagnose, discern, distinction,
distinguish, experiment, trial, tweak, test, identify, learn,
study, locate, inspect, audit, check, review, observe, question,
quiz, checklist, scan,
Pride
delight, dignity, ego, happiness, satisfaction, self-confidence,
self respect, honour, pleasure, luxury, face, fine, arrogance,
proud, superior, choice, prime, select, exclusive, exceptional,
acquisition, achievement, merit, award, benefit, wealth, net
worth, inheritance, legacy, prize, profit, rich, enriching, best,
supreme, top, top shelf, class, optimum, outstanding,
paramount,

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Impact society
shock, bang, blow, crunch, smash, rock, shake, shake-up,
revive, adjust, develop, advance, change, modify, reverse,
reengineer, restructure, revolution, revise, review, transform,
transformation, transition, variation, correction, correct,
diversify, reconstruct, rebuild, tweak, refine, alter, innovate,
innovation, evolve, adapt, turnaround, reform, advance,
boost, progress, recover, elevate, gift, estate, legacy, heritage,
contribution, improvement, charity,

27.
ETHE MARKETTHEN SELLTOTHAT MARKET OVERS
EGY LIFESTYLE BUSINESS PERFORMANCE BUSINE
RY CREATETHE MARKETTHEN SELLTOTHAT MARKE
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