MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more...
Transcript of MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more...
![Page 1: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/1.jpg)
1
MORE THAN WORDS: MOVING FROM COMMS TO KINETICS
@Marctothec
![Page 2: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/2.jpg)
@Marctothec
HI! I’M MARCUS.
![Page 3: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/3.jpg)
@Marctothec
![Page 4: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/4.jpg)
![Page 5: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/5.jpg)
![Page 6: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/6.jpg)
@Marctothec
WORDS.
![Page 7: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/7.jpg)
@Marctothec
![Page 8: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/8.jpg)
@Marctothec
![Page 9: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/9.jpg)
@Marctothec
![Page 10: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/10.jpg)
@Marctothec
WE ARE LIVING IN THE MIDDLE OF A REMARKABLE INCREASE IN OUR ABILITY TO SHARE, TO
COOPERATE WITH ONE ANOTHER, AND TO TAKE COLLECTIVE ACTION…ALL OUTSIDE OF THE
FRAMEWORK OF TRADITIONAL INSTITUTIONS.
- CLAY SHIRKY
![Page 11: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/11.jpg)
![Page 12: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/12.jpg)
![Page 13: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/13.jpg)
![Page 14: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/14.jpg)
@Marctothec
![Page 15: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/15.jpg)
@Marctothec
![Page 16: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/16.jpg)
@Marctothec
We will deliver a superior experience to our customers every day. Our products will be the
best and we will offer the most customer-friendly and reliable service in the market.
- Comcast Mission Statement
“
”
![Page 17: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/17.jpg)
@Marctothec
![Page 18: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/18.jpg)
![Page 19: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/19.jpg)
@Marctothec
![Page 20: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/20.jpg)
![Page 21: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/21.jpg)
@Marctothec
THEY’RE ALL TALK.AND TRUST REQUIRES MORE THAN WORDS
![Page 22: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/22.jpg)
@Marctothec
![Page 23: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/23.jpg)
FROM TO
BRAND COMMUNICATIONS BRAND KINETICS
TALK
PROMISES
ACTION
PROOF
![Page 24: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/24.jpg)
@Marctothec
![Page 25: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/25.jpg)
@Marctothec
![Page 26: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/26.jpg)
@Marctothec
![Page 27: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/27.jpg)
@Marctothec
![Page 28: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/28.jpg)
![Page 29: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/29.jpg)
![Page 30: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/30.jpg)
@Marctothec
People don’t buy what you do. They buy why you do it.
- Simon Sinek (Author, “Start With Why”)
“”
![Page 31: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/31.jpg)
OPTIMISM EVERY BODY IS AN ATHLETE CHALLENGE THE STATUS QUO
![Page 32: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/32.jpg)
BRAND BELIEF = MY
BELIEF
![Page 33: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/33.jpg)
© 2016 • Marcus Collins • All Rights Reserved
![Page 34: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/34.jpg)
@Marctothec
MORE THAN WORDS.IF YOU WANT TO DEVELOP TRUST
![Page 35: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/35.jpg)
@Marctothec
LIMBIC SYSTEM
![Page 36: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/36.jpg)
@Marctothec
![Page 37: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/37.jpg)
LANGUAGE RESIDES IN THE NEOCORTEX
![Page 38: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/38.jpg)
WE MAKE “GUT DECISIONS” AND USE FACTS TO RETROACTIVELY EXPLAIN OUR BEHAVIOR
![Page 39: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/39.jpg)
@Marctothec
Human beings aren't rational animals; we're rationalizing animals who want to appear
reasonable to ourselves.
- Elliot Aroson (Harvard Applied Social Psychologist)
“
”
![Page 40: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/40.jpg)
78
![Page 41: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/41.jpg)
BENEFITS FOCUSED
WHY FOCUSED
TRANSACTIONAL RELATIONSHIP
LOYALTY-BASED RELATIONSHIP
![Page 42: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/42.jpg)
START WITH WHY
![Page 43: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/43.jpg)
@Marctothec
LET’S WORKSHOP THIS.
![Page 44: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/44.jpg)
@Marctothec
TAKE A BRAND
![Page 45: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/45.jpg)
@Marctothec
WHAT’S THEIR CONVICTION?HOW DO THEY COMMUNICATE IT?
HOW DO THEY PROVE IT?
![Page 46: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/46.jpg)
@Marctothec
![Page 47: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/47.jpg)
![Page 48: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/48.jpg)
![Page 49: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/49.jpg)
![Page 50: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/50.jpg)
@Marctothec
![Page 51: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/51.jpg)
@Marctothec
![Page 52: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/52.jpg)
![Page 53: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/53.jpg)
![Page 54: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/54.jpg)
@Marctothec
![Page 55: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/55.jpg)
@Marctothec
![Page 56: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/56.jpg)
ERNEST SHACKLETON, 1874-1922
![Page 57: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/57.jpg)
![Page 58: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/58.jpg)
![Page 59: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/59.jpg)
@Marctothec
MORE THAN WORDS.
![Page 60: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/60.jpg)
@Marctothec
![Page 61: MORE THAN WORDS - University of Michigan · @marctothec they’re all talk. and trust requires more than words](https://reader031.fdocuments.us/reader031/viewer/2022013006/5b86539b7f8b9ad1318cb32d/html5/thumbnails/61.jpg)
@Marctothec
THANK YOU MUCH!