brainshark city tours 2012 - stories that sell
TRANSCRIPT
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Breaking the Status Quo Barrier
Convincing your prospects to do something different
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Relevant to Your
Prospect
Unique to You
14% Only 14% of “benefits” promoted create commercial impact
Failure to create impact
86%
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Status Quo
Barrier You Yes 60%
No decision
? Ignored Invaluable
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Malcolm Gladwell
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Scientist for Tipping Point Morton M. Grodzins
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What was the difference?
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What the best are doing different
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• Challenge assumptions • Define new set of needs • Align w/your Strengths
SELL A DISTINCT POINT OF VIEW
Status Quo Threatened
Identify New Needs
Define Solution
Identify Viable Vendors
Review Approaches
Make Decision
65
“Why Change?” “Why Us”
• Our promise of what you get • How we do it • Why we are the best option
SELL YOUR VALUE PROPOSITION
35 % % Buying Vision Bake-Off
-3 -1 +1 +2 +3 -2
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New Brain Designed for Analysis
Old Brain Designed for Survival
A decision to change
Decision-Making Engine
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Make the Status Quo Unsafe
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Don’t Call the Baby Ugly
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Make me Smarter
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Atten
tion Scarcity
Status Quo
Barrier
Risk/Loss Aversion
Change Burden
Incum
bent A
dvantage
Attention Scarcity
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“While our access to raw information has grown exponentially, our time to process this information has declined rapidly, which has
placed an unprecedented premium on the act of meaning-making.”
George Dyson (Futurist)
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• Don’t play 20 questions
• You got 30 seconds to tell me something I don’t already know
• You see more people who look like me than I do
• So act like it!
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Risk/Loss Aversion
Atten
tion Scarcity
Status Quo
Barrier
Change Burden
Incum
bent A
dvantage
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Context Creates Urgency
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Which would you choose?
A guaranteed gain of $75,000 An 80% chance of gaining $100,000 with a 20% chance of getting nothing
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Which would you choose?
A certain loss of $75,000 An 80% chance of losing $100,000 with a 20% chance of not losing anything
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Change Burden
Atten
tion Scarcity
Status Quo
Barrier
Risk/Loss Aversion
Incum
bent A
dvantage
Change Burden
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The pains I’m living with…
Are bigger than the pain of change…
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Risk/Loss Aversion
Atten
tion Scarcity
Status Quo
Barrier
Change Burden
Incum
bent A
dvantage
Incumbent Advantage
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Find your Contrast
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Con
tras
t =
Val
ue
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Y Status Quo
Barrier
BREAKING THROUGH Y
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The Hero Model The Hero Model: based on The Hero with A Thousand Faces by Joseph Campbell
• The world is normal
• Something changes
• Hero struggles
• Enter: the mentor
• Hero accepts the quest
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Distinct Point of View
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Typical Brain Activity
Information about you
How the customer is helped
70%
20%
100% - ---------------------
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HOT OPENING SPIKE IT! HOT CLOSE
Typical Brain Activity
70%
20%
100%
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• Number Plays
• Metaphors
Grabbers
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Distinct Point of View
CONTEXT: Give them enough reason to do
something different
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• Documentation
• Visualization
Pain and Impact
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Distinct Point of View
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Big Picture • Make the
complex, simple
• Make the abstract, concrete
Contrast
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Validate your Contrast
Proof Points • 3rd party testimony
validates story
• External studies
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Distinct Point of View
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“People are information-rich and theory-poor. If you can give them a way of organizing their experience, then their minds are wide open.”
— Gladwell
Who are you going to be?
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