ZAG Workshop - The Briefing.final

Hello

Welcome to the ZAG Workshop with Marty Neumeier

FACT :

FACT :

Business is speeding u p.

CHEAP GOOD FAST

CHEAP GOOD FAST

FREE PERFECT NOW

FACT :

 Th he FACT : T

m a r k e t i s c l u t t e re red d.

 T O D AY  TO AY,, T H E REAL COMPETITION DOESN’T COME COM E FROM COMPANIES. COMPANIES.

 T O D AY  TO AY,, T H E REAL COMPETITION DOESN’T COME COM E FROM COMPANIES. COMPANIES.

IT COMES FROM

C L U T T E R.

 A W E A LT H O F

INFORMATION

 A W E A LT H O F INFORMATION CREATES CREATES A POVERTY PO VERTY OF  A T T E N T I O N.

FACTORIES

FACTORIES

CA P I TA L

FACTORIES

CA P I TA L

PATENTS

FACTORIES

CA P I TA L

PATENTS

BRANDS

FACTORIES

CA P I TA L

PATENTS

BRANDS

SHARED  VISION

INTERNAL BRAND

EXTERNAL BRAND

Branding starts on the inside.

Branding starts on the inside.

N

(      

#    

"  ( *    )

*    (    

      $

'  

$    "  

%  &  ' $

)

)  *  ' +  %

!  " 

) ! &

 ,

$ #  $ % & '

Branding starts on the inside.

LOOK DEEP INSIDE TO SEE WHERE  YO  Y O U R PASSION COMES FROM.

PASSION NEEDS NO JUSTIFICA JUSTIFI CATION. TION.

PASSION NEEDS NO JUSTIFICA JUSTIFI CATION. TION. PASSION GI VES YOU THE TH E RAW ENERGY TO PERSEVERE.

PASSION NEEDS NO JUSTIFICA JUSTIFI CATION. TION. PASSION GI VES YOU THE TH E RAW ENERGY TO PERSEVERE.  Y O U C A N ’ T E X PAND  YO PAN D T I M E , B U T Y O U CAN CA N EXP EX PAND AN D ENER EN ERGY GY.

PASSION NEEDS NO JUSTIFICA JUSTIFI CATION. TION. PASSION GI VES YOU THE TH E RAW ENERGY TO PERSEVERE.  Y O U C A N ’ T E X PAND  YO PAN D T I M E , B U T Y O U CAN CA N EXP EX PAND AN D ENER EN ERGY GY. MORE PASSION

=  MORE

ENERGY 

GOOGLE

To organize the world’s information and make it universally accessible.

EXERCISE : PURPOSE STATEMENT 

BUT HOW DO YOU TURN PURPOSE INTO PROFITS?

BY BEING DIFFERENT.

NO, REALLY  DIFFERENT.  DIFFERENT.

W H  E N  N  E  V  V E  E R  R Y B  B O D  Y 

Z I  I G  G S 

FACT: Our brains act as filters to protect us from too much information.

WE RE HARDWIR ED TO NOTICE ONLY WHAT WHAT S DIF FERENT. FERENT. !

!

IS THIS THE WAY THE WORLD SEES YOU?

The three most important words in differentiatin differentiating g your brand:

1

FOCUS

2

FOCUS

3

FOCUS

PASSION

FOCUS

THE FOCUS TEST:

THE FOCUS TEST:

1

Who are you?

THE FOCUS TEST:

Who are you?

1

What do you do?

2 1

THE FOCUS TEST:

Who are you?

1

What do you do?

2 1

3

Why does it matter?

FACT: YOU CAN'T BE A LEADER BY FOLLOWING A LEADER. YOU CAN ONLY BECOME A LEADER BY CONVERTING WHITE SPACE INTO A MARKET POSITION.

differentiates a brand in a customer’s mind to obtain strategic competitive advantage.

POSITIONING

Positioning creates the pecking order that determines profit margins.

Pecking order is crucial because categories arrange themselves by doubles and halves.

If Brand 1  represents a certain percent of market share, Brand 2 will represent half.

BRAND 1 MARKET SHARE

BRAND 2

BRAND 3

BRAND 4 BRAND 5

WHAT WILL MAKE YOU THE ONLY IN YOUR CATEGORY?

OUR BRAND IS THE ONLY  SERVICE THAT MATTERS.

 AERON IS THE ONLY   AE OFFICE CHAIR THAT REDEFINES ERGONOMIC DESIGN.

PRIUS IS THE ONLY  HYBRID CAR THAT SYMBOLIZES DEDICATION TO THE ENVIRONMENT.

CIRQUE DU SOLEIL IS THE ONLY CIRCUS WITH BROADWAY SOPHISTICATION.

TONIK IS THE ONLY  HEALTH INSURER THAT FOCUSES ON 20-SOMETHINGS.

TARGET IS THE ONLY  STORE THAT SELLS DESIGNER PRODUCTS  AT  A T BIG-BOX PRICES.

WHAT

IS YOUR CATEGORY?

WHAT

IS YOUR CATEGORY?

 A R E HOW  AR

YOU DIFFERENT?

WHAT

IS YOUR CATEGORY?

 A R E HOW  AR

YOU DIFFERENT?

 A R E WHO  AR

YOUR CUSTOMERS?

WHAT

IS YOUR CATEGORY?

 A R E HOW  AR

YOU DIFFERENT?

 A R E WHO  AR

YOUR CUSTOMERS?

 A R E WHERE  AR

T H E Y L O C ATED ATE D ?

WHAT

IS YOUR CATEGORY?

 A R E HOW  AR

YOU DIFFERENT?

 A R E WHO  AR

YOUR CUSTOMERS?

 A R E WHERE  AR WHY

T H E Y L O C ATED ATE D ?

IS IT IMPORTANT?

WHAT

IS YOUR CATEGORY?

 A R E HOW  AR

YOU DIFFERENT?

 A R E WHO  AR

YOUR CUSTOMERS?

 A R E WHERE  AR WHY

T H E Y L O C ATED ATE D ?

IS IT IMPORTANT?

WHEN

DO THEY NEED YOU?

FOR HARLEY-DAVIDSON HARLEY-DAVIDSON

FOR HARLEY-DAVIDSON HARLEY-DAVIDSON WHAT

 The  Th e

ONLY 

motorcycle manufacturer

FOR HARLEY-DAVIDSON HARLEY-DAVIDSON WHAT HO W

 The  Th e

ONLY 

motorcycle manufacturer

that makes big, loud motorcycles

FOR HARLEY-DAVIDSON HARLEY-DAVIDSON WHAT

 The  Th e

ONLY 

motorcycle manufacturer

HO W

that makes big, loud motorcycles

WH O

for macho guys (and macho wannabees)

FOR HARLEY-DAVIDSON HARLEY-DAVIDSON WHAT

 The  Th e

ONLY 

motorcycle manufacturer

HO W

that makes big, loud motorcycles

WH O

for macho guys (and macho wannabees)

WHERE

mostly in the United States

FOR HARLEY-DAVIDSON HARLEY-DAVIDSON WHAT

 The  Th e

ONLY 

motorcycle manufacturer

HO W

that makes big, loud motorcycles

WH O

for macho guys (and macho wannabees)

WHERE

mostly in the United States

WH Y 

who want to join a gang of cowboys

FOR HARLEY-DAVIDSON HARLEY-DAVIDSON WHAT

 The  Th e

ONLY 

motorcycle manufacturer

HO W

that makes big, loud motorcycles

WH O

for macho guys (and macho wannabees)

WHERE

mostly in the United States

WH Y 

who want to join a gang of cowboys

WHEN

in an era of decreasing personal freedom

EXERCISE :

ONLINESS STATEMENT (LONG)

If you can’t say why your brand is both different and compelling , don’t fix your statement.

If you can’t say why your brand is both different and compelling , don’t fix your statement. Fix your strategy.

EXERCISE :

ONLINESS STATEMENT (SHORT)