easy is the new hard [inbound 2014]

TAMSEN WEBSTER @tamadear

SVP, Executive Communications !

EASY IS THE NEW HARD

@tamadear© 2014#HardIsEasy

Stack first.

Frameworks: 01

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It’s easy to make things hard,but it’s not hard to make

things easy.

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@tamadear#HardIsEasy © 2014

No pain No gain

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Hard ≠ GoodHard = Hard

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Process

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Connect

Process

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Connect Retrieve

Process

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Connect Retrieve

Process

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XCNNPH DFB ICI

ANC AAX

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X CNN PHD FBI CIA

NCAA X

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XCNNPH DFB ICI

ANC AAX

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Connect Retrieve

Process

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Memorable Repeatable

Simple

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Memorable Repeatable

Simple

EASY

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frame•work/ˈfrāmˌwərk/ A basic conceptional structure

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FRAMEWORKS = EASY

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Eat food. Not too much. Mostly plants.

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AlwaysBe Closing

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A=B B=C A=C

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FRAMEWORKS MAKE HARD TH INGS EASY

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The Defensible Brand

CUSTOMERS

COMPETITORS

COMPANY

Adapted from: Peterson, Erik and Tim Riesterer, Conversations That Win the Complex Sale. New York: McGraw-Hill, 2011.

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} } } }

AWARENESS FAMIL IAR I TY CONSIDERAT ION LOYALTYPURCHASE

The Marketing Funnel

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CUSTOMER/AUDIENCE PROBLEM

INS IGHT LAYER

DATA & I L LUSTRAT ION

ACT ION

INSI

GHT

PATH

The Pyramid of Planned Outcome is the property of Oratium, LLC. All rights reserved.

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Eat VEGETABLES more than Eat FRU I TS more than

Eat NUTS AND SEEDS more than Eat F I SH AND LEAN MEATS more than

Eat WHOLE GRAINS more than Eat DA IRY PRODUCTS more than Eat REF INED GRAINS more than

Eat FATTY MEATS more than Eat SWEETS more than

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(180 steps per minute)

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1. Color 2. Pattern 3. Style 4. Fit 5. ❤

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Touch it once.

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Partners.

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Your framework ≠ my framework

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EVERYTH ING HAS A FRAMEWORK

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1. Borrow 2. Build

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?

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WE CREATE THE WORLD WE TH INK WE SEE .

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Fret. Find. Frame.

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EASY .