Six Acts of Leadership

Agenda

• Why is “BE DiFFERENT” critical?• Do you have a “Game Plan” that defines your

growth goals and declares your unique competitive claim?

• Is your marketing strategy “Experience Based”? • Do you “Promise to Serve” your clients to build

long term loyalty?

Look Around…

Dying… or deadBlackberry

NortelYellow PagesBlockbuster

NokiaSears

The Competitive Herd…

“Un-differentiation” is happening

– Hard to distinguish among competitors– Copying– “Same” Services– One-Size-Fits-All

mentality

The QUESTION…

“WHY SHOULD I CHOOSE YOU WHEN I HAVE SO MANY

OTHERS TO CHOOSE FROM?”

The ANSWER…

• To StAND OuT from the Herd…

• You MUST deliver VALUE which is

– RELEVANT (something people really care about), AND

–UNIQUE (something that ONLY you provide)

DiFFERENT Strategy…

IT’S ABOUT CREATING…UNIQUENESSDISTINCTIONREMARKABILITYGASPWORTHINESSINDISPENSABILITYMEMORABILITYUNFORGETTABILITY

BE DiFFERENT

Because if you DON’T, you will beCoMMON IgNORED InVISIBLE

DiSPENSABLE, AND….

DEAD (sooner or later)

Six Acts of Leadership

Act 1 – Plan to ExecuteAct 2 – BE The ONLY OneAct 3 – Focus on your FansAct 4 – Think ExperiencesAct 5 – DazzleAct 6 – YOU! little BIG Things

Six Acts of Leadership

Act 1 – Plan to ExecuteAct 2 – BE The ONLY OneAct 3 – Focus on your FansAct 4 – Think ExperiencesAct 5 – DazzleAct 6 – YOU! little BIG Things

Plan to EXECUTE

1. You NEED a Game Plan.

2. Work ON your business not just In it.

3. Build it to EXECUTE– No Execution = No success

Plan to EXECUTE

• BE DiFFERENT Strategic Game Plan Model1. HOW BIG do you want to be?

2. WHO do you want to SERVE?

3. HOW will you compete and WIN?

Plan to EXECUTE

• Get you your Plan ‘Just about Right’– Rebalance your efforts– 20% plan; 80% execute– “Laugh at perfection”

Plan to EXECUTE

• Cut the CRAP– Old stuff no longer relevant– CRAP = bandwidth suckers – Prevents doing ‘The New’

Cut the CRAP

"Most leaders don't need to learn what to

do. They need to learn what to stop." - Peter Drucker

Plan to EXECUTE

• Focus. Focus. Focus.

– Multitasking can be deadly– Roy’s Rule of 3– Focus on the critical few– That deliver 80% of your

strategy

Plan to EXECUTE

• Plan on the Run– Learn from Execution of ‘The New’ – Adjust your strategy as you go– Be ‘good’ at anticipating; ‘great’ at

responding– Plan, Execute, Learn, Adjust,

Execute …

Plan to EXECUTE

• ‘Bloody-Up’ Your Plan

– Paper cuts?– Coffee Stains?– Notes?– Ear marked pages?– Repository of Learnings from Execution– MORE than a statement of direction

Six Acts of Leadership

Act 1 – Plan to Execute

Act 2 – BE The ONLY OneAct 3 – Focus on your FansAct 4 – Think ExperiencesAct 5 – DazzleAct 6 – YOU! little BIG Things

BE The ONLY One

“We are the ONLY ones that….”

BE The ONLY One

• “You don’t want merely to be the best of the best. You want to be the ONLY one’s who do

what you do” – Jerry Garcia, The Grateful Dead

BE The ONLY One

“insulinpumps.ca is The ONLY Company delivering the full range of insulin pump products, education, support and diabetes Business Development.

We ONLY serve Pharmacy.

We are Powered by Pumpers.”-- Melany

TEST your ONLY…

• Question #1: Is it Relevant? • Question #2: Is it true?

Six Acts of Leadership

Act 1 – Plan to ExecuteAct 2 – BE The ONLY One

Act 3 – Focus on your FansAct 4 – Think ExperiencesAct 5 – DazzleAct 6 – YOU! little BIG Things

Focus on your “Fans”

• People who know you and care about what you do

• Who are loyal to you • Are connected • And are ‘Sneezers’ • Use them to help you build your business• Discover their ‘Secrets’

Secrets

• A Secret is an innermost desire that someone has; Things that a person: craves, covets, aches (for), hungers (for), itches (for), sighs (for),

yearns (for), lusts (after) and longs (for)

Six Acts of Leadership

Act 1 – Plan to ExecuteAct 2 – BE The ONLY OneAct 3 – Focus on your Fans

Act 4 – Think ExperiencesAct 5 – DazzleAct 6 – YOU! little BIG Things

Think Experiences

• The Herd Flogs products & price• It’s NOT only about WHAT we do • It’s about “Delivering Happiness” to people • Happiness = Memorable Experiences• Make Experiences YOUR end game

Think Experiences

• “My job is to create Memories”, Nasr, Tour Guide, Petra Jordan

Think Experiences

• “… a very clear guideline has emerged from our recent research on the determinants of happiness:

Spend your money on experiences.” -- Thomas Gilovich, professor of psychology at Cornell University

Think Experiences

‘Your New Chapter’“Sold” home (Core)Mover ReferralCleaning ServicesUtility Services Management Home Maintenance ServicesCommunity Introduction PackageFurniture Deals‘Last Dinner on us’ Gift

Six Acts of Leadership

Act 1 – Plan to ExecuteAct 2 – BE The ONLY OneAct 3 – Focus on your FansAct 4 – Think Experiences

Act 5 – DazzleAct 6 – YOU! little BIG Things

Dazzle = Serving

• Serving = CORE SERVICE + …

– What they GET from you.. Clean hotel room, good food, “SOLD” sign on your property

– Satisfy ‘em

– Meet expectations 24X7X365

– You get C’s

– If not, they will leave you in a HEARTBEAT & SNEEZE how BAD you are

Dazzle = Serving

• Serving = CORE SERVICE + SERVICE EXPERIENCE– How they FEEL

– DAZZLE ‘em with it

– Make it GASPWORTHY

– Leave ‘em BREATHLESS

– You get A’s

– Loyalty, Raving Fans & Sneezers

Dazzle = Serving

• I was satisfied that my realtor showed me a number of homes that that matched my needs.

• I was pleased that he understood the market in my area and helped me set an effective selling price.

• I liked that she was available to me when I wanted to speak to her.

• But what really blew me away was…

How to Dazzle

• You gotta “Luv” Humans!• “Surprise” your clients based on what they

“crave”• Trash ‘Dumb Rules’• Provide Dazzling Recovery when you screw

a Client over:

Fix it + Surprise ‘em

FAST!

Six Acts of Leadership

Act 1 – Plan to ExecuteAct 2 – BE The ONLY OneAct 3 – Focus on your FansAct 4 – Think ExperiencesAct 5 – Dazzle

Act 6 – YOU! little BIG Things

YOU! little BIG Things

Change your thinking: to how can I BE DiFFERENT?

YOU! little BIG Things

Create a Game Plan for your yourself

ONLY Statement

YOU! little BIG Things

Meet with one Fan per week; referral opportunities

YOU! little BIG Things

Client Report Card: Ask ‘em what they think

YOU! little BIG Things

“Execute Imperfection”; Be OK with 80%

YOU! little BIG Things

Remember: You are in the Experience-Creation business

Wrap up – An Invitation

• Check-out my (Revised) site bedifferentorbedead.com

• Blog Articles on Strategy, Value, (and other stuff)

• Connect and Engage with me

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BE DiFFERENT Series

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BE DiFFERENT Series

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BE DiFFERENT Series

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