Module 12.3

Business Concept

Jim Beach & Chris Hanks

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Vision

• Vision without action is a daydream

• Action without vision is a nightmare

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Value

• Customer experience must dominate everything you do

• Create enduring value and equity

• Value proposition must be the #1 focus of all of your attention

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Advantage

• If you don’t have a competitive advantage, don’t compete

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Description Test

• If you cannot describe what makes you different, don’t fix your copy, fix your business

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Resonate

If everyone feels comfortable with your idea – it’s an imitation.

Push beyond that towards the edge, towards something like a fingerprint, something so distinctive, it resonates powerfully with a few.

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Concept

• Make Idea Compelling & Provocative (25 Words)

• Establish Credibility

• Describe Product / Service & Benefits (Customer)

• Identify Mental Image

• Points of Contact

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Book Store Game

• Exterior

• Parking

• Accessibility

• Hours

• Signage

• Entrance

• Greeting

• Products Offered

• Amenities

• Shelving

• Payment

• Terms

• Printed Information

• Personal Advice

• Packaging

• Frequent Buyer Programs

• Author Events

• Other Events Slide 12.3-8

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Questions to Ask

What might you do?

What is possible?

What has no one done?

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The Result?

• Create and identify the difference

• The difference is shown, felt, measured, managed every step of the way

• Relevant Differentiation

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THANKS!

Next: Lesson 12-4 Market Analysis

Buy or Review!

Slide 12.3-11