This preso is a combination of my latest presentations at Good Business Summit in CHarleston, SC and EXMA Peru in Lima. It's been a while since I've shared… shame on me! Reach out if you want to chat or have an interest in having a pirate present live.

1. @GenoChurch

2. SPARKINGADVOCACY
BUILDINGBRANDSOF
GREATNESS
@GenoChurchthe Shared Ship

3. I’m geno
HELLO @GenoChurch

8. ASTRONAUT
go to the moon

9. hey I’m
BATMAN

10. RACER
go speed

11. Arrr,
MATE

12. TREASURE
ISLAND

13. SH#T
scary

14. BLACKBEARD
tall tales of

15. CHARLESTOWN
Blackbeard’s blockade of

16. BLACKBEARD
Uncle

17. it was a
TALLTALE

19. JACK
Calico

21. SPORTSBUSINESS
PIRATES
300 years later
are still relevant

22. “ Why join the
navy if you can
be a pirate?”
– Steve Jobs

23. por qué

24. it’s the MYTH
OLOGY

25. theSTORIESthat get collected,
enriched and
shared by People!

26. the
STORIESthat get collected,
enriched and
shared by People!
identify oneself with
strategies that help us
identify with someone else
IDENTIFY
WITH
SOMEONE
ELSE

27. SOCIAL
BEINGS
we need to spend more time as

29. don’t be so starstruck
with shiny objects
Photo by Daniel Gzz on Unsplash

30. HUMANS
at the end of the day we’re all

31. PEOPLE
start with people first

32. our journey begins
in search of

33. ADVO
CACY
our journey begins
in search of
definition: A brand advocacy program is a structured
strategy designed to inspire and build your network of
brand advocates and enable your company to harness
the power of community.

34. Advocates are people.
BRAND
REQUIRES
ADVOCATES.
@GenoChurch

35. occurs when people are
inspired and empowered
to share their love for an
idea, cause, product or
brand, so much so that
they become a living
messenger for it.

36. NO
PEOPLE.
NO
CONVERSATION.
NO
WORDOFMOUTH.

37. ADVOCATES
DRIVEADVOCACY

38. WORDOFMOUTHis the process of organically talking about,
sharing or recommending something

39. “Iamamazing.Youshould
seewhatIcandowithit.”
Behind their authentic recommendation is a feeling
about what this product has enabled them to be.
“Thisproductisamazing.
Youshouldseewhatitdoes.”
WHAT THEY SAY:
WHAT THEY MEAN:
from:BadassbyKathySierra

40. PEOPLEDRIVE
WORDOFMOUTH

41. WORDOFMOUTH
DRIVESCOMMUNTY

42. COMMUNITY happens when people
connect with each other and come together
around a shared interest, passion,
cause or product.

43. Building and growing community
brings Word of Mouth to life.

44. are we a member of a
COMMUNITY?

45. OR are we just a member of a social media
CAMPAIGN?

46. community is the
HEARTof a brand’s mythology

47. a Brand’s Mythology
lives by becoming a
COMMUNITY
MYTHOLOGY

48. through the stories that get collected
and shared and enriched through
PEOPLEwho love a brand

49. THESWEETSPOTof a community is the everyday influencer
who goes above and
beyond to share their
knowledge, offer their
opinions and talk
about the brands and
products they love.

50. EVERYDAY INFLUENCERS
The Everyday influencers value
has been shown to be four times
greater than average consumers.
– Keller Fay Research 2016
4x

51. of consumers are “highly likely”
to act upon recommendations
from an Everyday Influencer.
82%
KEY STATS

52. WHEREDO
YOUSTART?

53. IT’STIME
FORA
COM
MUTINY

55. BEHIND THE
PIRATE
MYTHare some
surprising
lessons on
business and
community

56. THE BLACK FLAG
HAD A BUSINESS
PUR
POSE

57. FEAR

58. PRO
TEST
THE PIRATES
ACTIONS WERE
against…

59. OP
PRESS
ION

60. POV
ER
TY

61. AND A
CRY FOR
VEN
GEANCE

62. RACE
PIRACY POSED ISSUES OF

63. GENDER
PIRACY POSED ISSUES OF

64. ACODE
TOLIVE
BY

65. VOTING
RIGHTS

66. PLUND
ER
DIVISION OF

67. ENTER
TAIN
MENT
RIGHTTOGOOD

68. GOOD
LIQUOR
RIGHTTO

69. FRESH
PRO
VISIONS
RIGHTTO

70. DIS
ABILITY
PAYINTHECASEOFLOSSOF
EYES,HANDSORLIMBS

71. ROBINHOOD
PIRATES WEREN’T

72. RIGHT OR WRONG, THEY FOUGHT THE FIGHT
INJUSTICE

73. LET’S STEP OFF THE PIRATE SHIP AND
BACK INTO OUR MARKETING WORLD
TO BRING THESE LESSONS BACK HOME

74. SENSE
OF
communities need a
SPACEa vessel

75. i can save the day
DON’T
START
HERE

76. SENSE
OF
SPACE

77. SENSE
OF
SPACE

78. SENSE
OF
SPACE

80. we need to build
SHARED
SHIPS

81. stories told by PEOPLE
about their shared passions,
ideas and common beliefs.
A SHAREDSHIPis a community of people built on myths:

82. ROB
MORRIS
PASSION
PIRATE

84. UH
OH
we have a problem

85. two
children
every
minute

86. STORYtell us your

87. FILLINTHE
BLANK

88. Sî

90. amazingthingshappenwhen…

91. GIVEUP
OWNERSHIP

96. A MOVEMENT IS NOT A
SPASMOF
PASSION

97. WE NEED A COLLECTIVE
SHOUT

98. chase
ADVENTURE
MAP
@GenoChurch

99. start with people
THE
CREW

100. Starts with people that want
to get their hands dirty.
Make it easy for them to have a
conversation with you, to feel
heard and valued.
Turn their voices into actions
for change, give them a job to do.

102. find the mutual benefits
THE
CODE

103. A Shared Ship needs a purpose,
that’s shared by all parties.
People want to be a part of
something bigger than themselves.
People want a brand that shares
their mission, values, problems
and injustices.

105. community owned
THE
FLAG

106. What makes a person show
the world their passions?
It’s called social signaling,
it’s how we show our expertise,
our uniqueness, our passions.
People will wear an identity that puts them in a
story; the mission, the values, the fight of the ship.

108. THINK
FLAG
NOT
LOGO

109. empower your storytellers
THE
YARN

110. The Storytelling term
‘Yarn’ grows from four
related worlds of work:
textile manufacturing,
fishing, rope making,
seafaring.
‘Yarn’ became a natutical slang
— to spin a YARN is to tell
a story or a Tale.

111. Know who your Storytellers are, and learn why they
connect to people. In our content first, content fast,
world, we need to empower the authority of authentic
storytellers. They are your credible messengers.
Who are your storytellers?
What is a customer story you can tell?
Where would your “Spinning a Yarn”
event be held?

112. PEOPLE
WANTTO
BEAPART
OFTHESTORY

113. walk the plank of the unknown
THE
FIGHT

114. Pirates, stood together to fight the injustices of the
day, pay, health, prejudice, slavery. They would tell
us to not be afraid of a good ol’ mutiny.
What is my fight?
What is the crew’s mission in life?
What motivates them?
What keeps your crew up at night?

116. WALK
THE
PLANKoftheunknown

117. DON”TBE
AFRAIDOF
OHSHIT
MOMENTS

118. I’VE LIVED THE
WELLNESSLIE

119. WELCOME TO THE
BRAVE.NEW.WORLD.
HE WHO WOULD DO
GREAT THINGS SHOULD NOT
ATTEMPT THEM ALL ALONE.
– SENECA

120. IS
CRAZY
HORSE

121. A
PIRATE?

123. WHY?

124. GREATNESS
Is something beyond us.
Something bigger,
something deeper.
It's greater than
one person.

125. DON’TBE
AFRAIDOF
GREATNESS

126. THIS
WORLD
NEEDS
YOU!

127. FIGHT
FORTHE
GOOD
OFHUMANKIND

128. THECALLTO
GREATNESS

129. Requires us to throw our fears, values and
beliefs on the table, challenging us to rebuild
them alongside our communities, consumers,
advocates, champions and even naysayers.

130. Have the courage to be
willing to not know the
destination. Explore.
Don’t book your return
until your ready..
PUNCHA
ONE-WAY
TICKET

131. MARKETINGIS
ABROKENSHP
led by the tyranny of
conversion over conversation.
Acquisition over Advocacy.

132. IFPIRATESLIVED
TODAYTHEY
WOULDMUTINY
to bring marketing back to the heart of
community and collaboration

133. THISWORLD
NEEDSYOU!to fight for the common good of humankind
BEA
PIRATE
FOR
GOOD @GenoChurch