Hello

Welcome to the ZAG Workshop with Marty Neumeier

FACT:
FACT: Business is speeding up.
CHEAP
GOOD
FAST
CHEAP
GOOD
FAST
FREE
PERFECT
NOW
FACT:
FACT: The market is cluttered.

TODAY, THE REAL COMPETITION
DOESNT COME FROM COMPANIES.

TODAY, THE REAL COMPETITION
DOESNT COME FROM COMPANIES.
IT COMES FROM CLUTTER.
A WEALTH OF INFORMATION
A WEALTH OF INFORMATION
CREATES A POVERTY OF ATTENTION.
FACTORI ES
FACTORI ES CAPI TAL
FACTORI ES CAPI TAL PATENTS
FACTORI ES CAPI TAL PATENTS BRANDS
FACTORI ES CAPI TAL PATENTS BRANDS
EXTERNAL
BRAND
INTERNAL
BRAND
Branding starts on the inside.
SHARED
VISION
Branding starts on the inside.
Branding starts on the inside.
!
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LOOK DEEP INSIDE TO SEE WHERE
YOUR PASSION COMES FROM.
PASSION NEEDS NO JUSTIFICATION.
PASSION NEEDS NO JUSTIFICATION.
PASSION GIVES YOU THE RAW
ENERGY TO PERSEVERE.
PASSION NEEDS NO JUSTIFICATION.
PASSION GIVES YOU THE RAW
ENERGY TO PERSEVERE.
YOU CANT EXPAND TIME, BUT YOU
CAN EXPAND ENERGY.
PASSION NEEDS NO JUSTIFICATION.
PASSION GIVES YOU THE RAW
ENERGY TO PERSEVERE.
YOU CANT EXPAND TIME, BUT YOU
CAN EXPAND ENERGY.
MORE PASSION = MORE ENERGY
GOOGLE
To organize the worlds
information and make it
universally accessible.
EXERCISE: PURPOSE STATEMENT
BUT HOW DO YOU TURN PURPOSE INTO PROFITS?
BY BEING DIFFERENT.
NO, REALLY DIFFERENT.
W
H
E
N

E
V
E
R
Y
B
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D
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Z
I
G
S
FACT:
Our brains act as filters to protect us
from too much information.
WE! RE HARDWIRED TO NOTICE ONLY WHAT! S DIFFERENT.
IS THIS THE WAY THE WORLD SEES YOU?
The three most important words in differentiating your brand:
FOCUS
1
FOCUS
2
FOCUS
3
FOCUS
PASSION
THE FOCUS TEST:
THE FOCUS TEST:
1
Who are you?
THE FOCUS TEST:
1
Who are you?
What do you do?
2 1
THE FOCUS TEST:
1
Who are you?
What do you do?
2 1
Why does it matter?
3
YOU CAN'T BE A LEADER BY FOLLOWING A LEADER.
YOU CAN ONLY BECOME A LEADER BY CONVERTING
WHITE SPACE INTO A MARKET POSITION.
FACT:
POSITIONING differentiates a brand
in a customers mind to obtain
strategic competitive advantage.
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
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 BIG-BOX PRICES.
WHAT IS YOUR CATEGORY?
WHAT IS YOUR CATEGORY?
HOW ARE YOU DIFFERENT?
WHAT IS YOUR CATEGORY?
HOW ARE YOU DIFFERENT?
WHO ARE YOUR CUSTOMERS?
WHAT IS YOUR CATEGORY?
HOW ARE YOU DIFFERENT?
WHO ARE YOUR CUSTOMERS?
WHERE ARE THEY LOCATED?
WHAT IS YOUR CATEGORY?
HOW ARE YOU DIFFERENT?
WHO ARE YOUR CUSTOMERS?
WHERE ARE THEY LOCATED?
WHY IS IT IMPORTANT?
WHAT IS YOUR CATEGORY?
HOW ARE YOU DIFFERENT?
WHO ARE YOUR CUSTOMERS?
WHERE ARE THEY LOCATED?
WHY IS IT IMPORTANT?
WHEN DO THEY NEED YOU?
FOR HARLEY-DAVIDSON
WHAT The ONLY motorcycle manufacturer
FOR HARLEY-DAVIDSON
WHAT The ONLY motorcycle manufacturer
HOW that makes big, loud motorcycles
FOR HARLEY-DAVIDSON
WHAT The ONLY motorcycle manufacturer
HOW that makes big, loud motorcycles
WHO for macho guys (and macho wannabees)
FOR HARLEY-DAVIDSON
WHAT The ONLY motorcycle manufacturer
HOW that makes big, loud motorcycles
WHO for macho guys (and macho wannabees)
WHERE mostly in the United States
FOR HARLEY-DAVIDSON
WHAT The ONLY motorcycle manufacturer
HOW that makes big, loud motorcycles
WHO for macho guys (and macho wannabees)
WHERE mostly in the United States
WHY who want to join a gang of cowboys
FOR HARLEY-DAVIDSON
WHAT The ONLY motorcycle manufacturer
HOW that makes big, loud motorcycles
WHO for macho guys (and macho wannabees)
WHERE mostly in the United States
WHY who want to join a gang of cowboys
WHEN in an era of decreasing personal freedom
FOR HARLEY-DAVIDSON
EXERCISE: ONLINESS STATEMENT (LONG)
If you cant say why your brand
is both different and compelling,
dont fix your statement.
If you cant say why your brand
is both different and compelling,
dont fix your statement.
Fix your strategy.
EXERCISE: ONLINESS STATEMENT (SHORT)