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Busting The Millennial Myth TIM MILES
Busting The Millennial Myth - NSRA 2019
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Busting The Millennial Myth What’s the secret?
Busting The Millennial Myth - NSRA 2019
Busting The Millennial Myth What’s the secret?
“
W. Somerset Maugham
Each time they come into contact with the real, they
are bruised and wounded. It looks as if they were
victims of a conspiracy… each discovery is another nail
driven into the body on the cross of life.
915
At one time, even
The Greatest Generation was annoying AF!!
#OKGreatestgeneration
Busting The Millennial Myth What’s the secret?
Busting The Millennial Myth - NSRA 2019
thank you to our sponsor
Busting The Millennial Myth - NSRA 2019
Busting The Millennial Myth - NSRA 2019
Douglas Adams
Douglas Adams
Anything that is in the world when you’re
born is normal and ordinary and is just a
natural part of the way the world works.
Douglas Adams
Anything that’s invented between when you’re
fifteen and thirty-five is new and exciting and
revolutionary and you can probably get a
career in it.
Douglas Adams
Anything invented after you’re
thirty-five is against the natural
order of things.
Douglas Adams
Anything invented after
you’re thirty-five is against
the natural order of things.
Busting The Millennial Myth Seth Godin
Now that the cycle of new is eating itself in a
race to ever-faster, there's a bigger chance to
make long term change by consistently focusing
on what works (and what's important), not
what's new and merely shiny.
Busting The Millennial Myth Dan Sullivan
The only solution for greater complexity is
greater simplicity.
Busting The Millennial Myth Steve Jobs
Simple can be harder than complex:
You have to get your thinking clean to make
it simple. But it’s worth it in the end because
you get there, you can move mountains.
Busting The Millennial Myth - NSRA 2019
KNOWLEDGE?
UNDERSTANDING
CONVICTION
How many of you check your phone
before you get out of bed?
Tony Schwartz
New York Times, 11/28/15
According to one recent survey [by Adobe], the average white-collar
worker spends about six hours a day on email. That doesn’t count
time online spent shopping, searching or keeping up with social
media.
The brain’s craving for novelty, constant stimulation and immediate
gratification creates something called a “compulsion loop.” Like lab
rats and drug addicts, we need more and more to get the same
effect.
Endless access to new information also easily overloads our
working memory. When we reach cognitive overload, our ability to
transfer learning to long-term memory significantly deteriorates. It’s
as if our brain has become a full cup of water and anything more
poured into it starts to spill out.
“
The average consumer?
The average teenage girl?
Disengaged workers?
We are the
most distracted
generation in
the history of
the Earth.
And Yet…
The Coming Year…
How?
How do you possibly
communicate powerfully
in this
Age of Rapid Distraction?
Busting The Millennial Myth - NSRA 2019
Think Smaller
INSERT
SEINFELD
AM/PM
Feeble Brands Are Weak Two Reasons
Irrelevance Number One
They’re not connected to
anything we care about.
Untrustworthy Number Two
We don’t believe a word
they say.
What is a brand?
What is branding?
We buy what we buy because our
choices remind us—and tell the world
around us—who we are.
We buy what we buy because our choices remind
us—and tell the world around us—who we are.
We buy what we buy because our choices remind
us—and tell the world around us—who we are.
Irrelevance Number One
They’re not connected to
anything we care about.
RELEVANCE
WHAT IF?
Bob Hoffman Copenhagen, April 2019
Older People?
Older People?
Busting The Millennial Myth - NSRA 2019
Busting The Millennial Myth - NSRA 2019
If you could clone* one customer, who
would have the greatest impact on your
revenues and profitability in the next year?
RELEVANCE
Busting The Millennial Myth - NSRA 2019
Busting The Millennial Myth - NSRA 2019
20 QUESTIONS
TO UNCOVER YOUR
IDENTITY
20 QUESTIONS
TO UNCOVER YOUR
UNIQUE MISSION,
VISION, AND
VALUES
CUSTOMER
QUESTIONS
COMPANY
QUESTIONS
FOUNDER
QUESTIONS
CUSTOMER
QUESTIONS
QUESTION #3
IDEAL ENVIRONMENT
There are seven environments on earth:
Ocean, Mountains, Prairie, City,
Desert, Forest, Rainforest
Each of us is more
preternaturally comfortable—
more alive—in one than the
other six. Which is yours?
Why do you think that is?
QUESTION #4
MT. RUSHMORE
Who’s your Mt. Rushmore of mentors and
role models (direct or indirect) and why?
QUESTION #5
NIGHTSTAND
TELL ME WHAT BOOKS
ARE ON HER NIGHTSTAND
QUESTION #6
YOUR BOOK
WHAT’S YOUR BOOK ABOUT?
WHAT’S ITS TITLE?
QUESTION #7
LOST IN MY MIND
What personal activity do you so enjoy that
you’re most likely to lose track of time?
QUESTION #11
CAUSES
What nonprofits do you admire? Think are
worthy of supporting?
QUESTION #12
FOUNDATION
You’re starting your own foundation. Who
does it support, and what’s it called?
QUESTION #13
LAST BEST MOMENT
Tell me about the last best moment you
relished... could be a vacation, an event, or
some other remember-forever experience...
QUESTION #14
NEXT BEST MOMENT
What’s next on your bucket list?
QUESTION #15
3 AM
What keeps you up at night?
Marketing and
Advertising can be
about your company,
your product, or your
customer.
COMPANY
QUESTIONS
QUESTION #8
CELEBRITY
If Swimco had a celebrity spokesperson,
who would it be and why?
QUESTION #9
BETTER REALITY
What are you really providing
clients and customers? In other words, what
does what you provide provide them?
QUESTION #10
DRIVE-YOU-CRAZIES
NEVER-EVERS
What drives you crazy about the poseurs,
hacks, and charlatains in your profession and
industry? The stuff people do that you’d
NEVER do… that hurts the credibility
of the perception of your
profession. What and how do
you do things differently?
QUESTION #17
YOUR JAMS
Who are the handful of companies you would
support (almost) unconditionally? In Harvard
University’s words, you are a non-switchable
customer for _______? Tell me about them.
QUESTION #19
Choose Who To Lose
If you could only market to one segment,
which one and why?
FOUNDER
QUESTIONS
QUESTION #1
2020 VISION
It’s November 6, 2020, and you couldn’t be
any happier. Everything has gone according
to plan. Paint this picture for me.
See it clearly.
Say it plainly.
QUESTION #2
2020 PURPOSE
Why?
QUESTION #17
ORIGIN STORY
Tell us the story of Swimco.
QUESTION #19
LETTER TO YOUR
MENTOR
QUESTION #20
LETTER TO YOUR
CHILD / GRANDCHILD
Imagine your future child or grandchild is
getting ready to turn 13.
Think Smaller
See your core customer real,
and you will attract scores of
others.
Think Smaller
See your core customer real,
and you will attract scores of
others.
Busting The Millennial Myth - NSRA 2019
RELEVANCE
CREDIBILITY
Untrustworthy Number Two
We don’t believe a word
they say.
Think Smaller
Why should your core
customer like and trust you?
© 2008 | Wizard of Ads | All Rights Reserved
You’re not a $100 bill.
Not everyone is going to
like you.
© 2008 | Wizard of Ads | All Rights Reserved
Find your voice.
Do not stray from it.
You must be willing to
pay the price.
A brand diamond
consists of 3-5 values
that reflect how a practice
or business thinks, acts,
and sees the world.
You’ve always had them…
even if you haven’t always
consciously been using them.
Busting The Millennial Myth - NSRA 2019
Busting The Millennial Myth - NSRA 2019
We’re talking about who
you are to your customers.
WHOAREYOU?
We’re talking about
Brand Essence.
WHOAREYOU?
This brand essence is then
transmitted through every
contact (touch) point with the
customer: i.e. advertising,
merchandising, décor,
staffing and policies.
MISSION
VISION
VALUES
WHOAREYOU?
Strong brands
purposefully choose
them to align directly
with their core values.
Touch Points:
WARM-UP EXERCISE
TOUCHPOINTS
LIST EVERY TOUCH POINT IN
YOUR CUSTOMER
EXPERIENCE
Busting The Millennial Myth - NSRA 2019
WHAT
HOW
WHY
Busting The Millennial Myth - NSRA 2019
WHY
HOW
WHAT
1. Write at least
Ten True Sentences
about your company that
tell me why I should
choose you.
These sentences
should highlight
Products, Processes,
Procedures, Pricing,
Warranties, Training,
History and Personality
of the company.
Twenty sentences
are better than Ten.
Thirty are better
than twenty.
3. With your character
diamond in mind,
re-write your 16 True
Statements so they
become “We Believe…”
“People don’t buy what you do,
they buy why you do it.”
WHY!
It’s all about our WHY!
We have to find our WHY!
His book is called Find Your Why!
Simon Sinek
TEDx Puget Sound
“People don’t buy what you
do, they buy why you do it.
And what you do simply
proves what you believe.
In fact, people will do
things that they believe.”
“People don't buy what you do;
they buy why you do it. The
goal is not to do business with
everybody who needs what you
have. The goal is to do business
with people who believe what
you believe.”
5:30
“The goal is not just to sell to people who
need what you have; the goal is to sell to
people who believe what you believe.
The goal is not just to hire people who
need a job; it's to hire people who
believe what you believe. I always say
that, you know, if you hire people
just because they can do a job,
they'll work for your money, but if
they believe what you believe,
they'll work for you with blood and
sweat and tears...”
7:30
“People don't buy what you
do; they buy why you do it.
If you talk about what you
believe, you will attract
those who believe
what you believe.”
11:00
“He went around and told people
what he believed. I believe,
I believe, I believe, he told people.
And people who believed what he
believed took his cause,
and they made it their
own, and they
told people.”
15:00
Busting The Millennial Myth - NSRA 2019
THANK YOU SO MUCH.
IT WAS TOTES LIT, FAM.
Maya Angelou
When we give cheerfully and accept
gratefully, everyone is blessed.
www.timmilesco.com/twqa18
tim@timmilesco.com
615-538-5511

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