It’s no secret, business moves at a blistering pace these days. With burgeoning competition and exceedingly demanding customers, the need to separate yourself from the competitive herd has never been greater. In this highly interactive session, you’ll learn practical and proven methods that will help you be remarkable and stand-out from the crowd. These slides cover a recent webinar that TreBrand presented with executive consultant Roy Osing. You can view the video of the webinar at: http://bit.ly/15aO9EQ To learn more about Roy Osing go to www.bedifferentorbedead.com Keep up to date with new Straight Talk from the C-Suite webinars by TreBrand and to get your free e-book "7 Proven Strategies That Will Grow Your Brand" go to: http://trebrand.com/ezine.php

1. BE DiFFERENT
or be dead
Webinar
Sept 19, 2013

2. Who is Roy?
Roy Osing
Former CMO
Executive Leader for 33+ years
Blogger
Speaker
Seminar Leader
Organization Mentor
Educator
Personal Coach

3. Original Work
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4. Roy’s Agenda
Change the conversation to “How can we
BE DiFFERENT?”

5. Look Around…
Dying… or dead
RIM
Nortel
Yellow Pages
Blockbuster
Nokia
Yahoo, My Space
Sears

6. BE DiFFERENT
BE DiFFERENT –
Life or Death …

7. The Competitive Herd
Un-differentiation
– Hard to distinguish among competitors
– Copying
– “Same” Services
– One-Size-Fits-All
mentality

8. BE DiFFERENT Theme
• To StAND OuT from the Herd…
• You MUST deliver VALUE which is
– RELEVANT (something people really
care about), AND
–UNIQUE (something that ONLY you
provide)

9. Plan to EXECUTE
Build a Strategy to EXECUTE
– No Execution = No success
– Execute a “Flawed Plan” >> No Execute a
“Perfect Plan

10. Plan to EXECUTE
Strategic Game Plan Model
1. HOW BIG do you want to be?
2. WHO do you want to SERVE?
3. HOW will you
compete and WIN?
 VALUE
 RELEVANCE
 UNIQUENESS

11. Plan to EXECUTE
Get you your Plan ‘Just
about Right’
– 20% plan; 80% execute
– “Laugh at perfection”
– Bre Pettis on Done…

12. Plan to EXECUTE
Cut the CRAP
– Old stuff no longer relevant
– CRAP = bandwidth suckers
– Prevents doing ‘The New’
– Beware of ‘Custodians of
the Past’
– Assign a Cut the CRAP
Champion

13. Cut the CRAP
"Most leaders don't need to learn what to
do. They need to learn what to stop." - Peter
Drucker

14. Plan to EXECUTE
Focus. Focus. Focus.
– Multitasking can be deadly
– Roy’s Rule of 3
– Focus on the critical few
– That deliver 80% of your
strategy

15. Plan to EXECUTE
Plan on the Run
– Learn from Execution
– Adjust your strategy as you go
– Be ‘good’ at anticipating;
‘great’ at responding
– Plan, Execute, Learn, Adjust,
Execute …

16. Plan to EXECUTE
‘Bloody-Up’ Your Plan
– Paper cuts?
– Coffee Stains?
– Notes?
– Ear marked pages?
– Repository of Learnings from Execution
– MORE than a statement of direction

17. BE The ONLY One
“We are the ONLY ones that….”

18. BE The ONLY One
“You don’t want merely to be the best of the
best. You want to be the ONLY one’s who do
what you do” – Jerry Garcia, The Grateful Dead

19. BE The ONLY One
“insulinpumps.ca is The ONLY Company
delivering the full range of insulin pump
products, education, support and diabetes
Business Development.
We ONLY serve Pharmacy.
We are Powered
by Pumpers.”-- Melany

20. Fan Focus
• “THE WHO”
• People who care about what
you do
• LOYAL
• Are connected
• And are ‘Sneezers’
• Discover their Secrets

21. Fan Focus
Meet with one Fan per week; bring them inside
your organization

22. Secrets
• A Secret is an innermost desire that someone
has; Things that a person: craves,
covets, aches (for), hungers (for),
itches (for), sighs (for), yearns (for),
lusts (after) and longs (for)

23. Caution

24. Think Experiences
The End Game…
“My job is to create memories”
– Nasr,
Tour Guide, Petra
Jordan

25. Think Experiences
• The Herd thinks product & price
• The Herd FLOGS
• It’s NOT about WHAT we
produce
• It’s about PEOPLE and
“Delivering Happiness”
to them
• Happiness = Experiences

26. Think Experiences
“… a very clear guideline has emerged from
our recent research on the determinants of
happiness: Spend your money on
experiences.” -- Thomas Gilovich, professor of
psychology at Cornell University

27. Think Experiences
‘We Move Lives’:
Move on-time, on budget, secure (Core)
Real Estate Service
Home Maintenance Plan
Community Introduction
Package
Furniture Deals
‘First Dinner on us’ Gift

28. Dazzle
Serving = CORE SERVICE + …
– What they GET from you.. Clean hotel rooms,
good food, a move on time and on budget…
– Satisfy ‘em
– Meet expectations 24X7X52
– You get C’s
– If not, they will leave you in
a HEARTBEAT & SCREAM
how BAD you
are

29. Dazzle
Serving = CORE SERVICE + SERVICE
EXPERIENCE
– How they FEEL
– DAZZLE ‘em with it
– Make it GASPWORTHY
– Leave ‘em BREATHLESS
– You get A’s
– Loyalty, Raving Fans & Sneezers

30. Dazzle
• I was pleased that my furniture was delivered
on time and on budget.
• I was relieved that none of my furniture was
damaged.
• I liked that the crew were careful with my
stuff, that they blanket-wrapped all of it and
that they were very friendly.
• But what really blew me away was…

31. How to Dazzle
1. Hire Human Being Lovers – Hire for
Goosebumps!
2. Trash ‘Dumb Rules’
3. Provide Dazzling Recovery
when you commit a
service blunder:
 Fix it + Surprise ‘em
FAST!

32. Wrap up – An Invitation
• Check-out my site
bedifferentorbedead.com
• Blog Articles on Strategy,
Value, (and other stuff)
• Connect and Engage with me
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33. eBooks
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34. eBooks
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