Travel Agencies & Libraries: A Manifesto for Change
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Transcript of Travel Agencies & Libraries: A Manifesto for Change
![Page 1: Travel Agencies & Libraries: A Manifesto for Change](https://reader034.fdocuments.us/reader034/viewer/2022052600/55851acad8b42ada748b471c/html5/thumbnails/1.jpg)
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Travel Agencies & Libraries: A Manifesto for Change
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My First Question
What Am I Doing Talking To A Bunch of People Who Run Libraries
Wouldn’t My High School Media Director Be Proud?
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What I Do For Companies:
✔ More Sales? ✔ Faster Sales?
✔ More Profit Per Sale?
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What Is Was A Salesperson?
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Think About The Last 5 Years Trend
Noise In The World
Attention Available
Competition for Attention Budgets Loyalty
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Think About The Last 5 Years Trend
Noise In The World
Attention Available
Competition for Attention
Budgets Loyalty
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WHERE ARE WE?
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What Did You Do 15 Years Ago
Information on an Air
Ticket
Information on a Stock
Research
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Your Biggest Competitors
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What’s Changed
Supply/Demand Access to
Information
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So, What Can I Contribute
• Quite a lot, actually. • Peter Drucker said… • Where Did It Break • It Reminds Me of a Story
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A Story
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A Story
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RELEVANCE The Moral of My Story
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We’re Broke
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RELEVANT & INDISPENSABLE
We Must Become
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HOW’D WE GET HERE
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Gödel's Law
You Cannot Understand a System From Within The System
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A Brief History
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In the beginning
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The First Wave
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The Second Wave
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The Third Wave
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THE CHALLENGE OF THE TOO’S
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Too Many Choices
Too Little Difference
Too Much Information
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Have You Ever…
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Knowledge Understanding
Information Data
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Wisdom
Creating Context
How information impacts me in relation to the results I want to achieve at this
moment in time.
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Demand Fulfilment
95%
At/Below Market Growth Rates
The Commoditization Trap
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Demand Fulfilment
Demand Creation
95%
5%
5 - 10x Market Growth Rates
At/Below Market Growth Rates
The Commoditization Trap
Disproportionate Rewards
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Demand Fulfilment
Demand Creation
95%
5%
5 - 10x Market Growth Rates
At/Below Market Growth Rates
1
2
3
4
5
The Unbreakable
Rules for Creating Demand™
The Missing
Structure
The Commoditization Trap
Disproportionate Rewards
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MAKING IT HAPPEN
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THE UNBREAKABLE RULES FOR CREATING DEMAND
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Rule
Know & Understand Your Customer Better Than They Know & Understand Themselves
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Rule
Identify The Critical Results & Identify the Barriers to Achieving Them
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Rule
Create Value In Everything You Do
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DOING SOMETHING THAT SOMEONE IS WILLING TO PAY MORE FOR.
Definition
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FREE
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Rule
Focus on The Problem – Not The Solution
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What’s the Cost of Not Utilizing You?
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THE 5 ACTIONS EVERY LIBRARY SHOULD TAKE
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1 • Create a powerful message
2 • Engage, Engage, Engage
3 • Start a Blog
4 • Embrace Social Media
5 • Have Fun
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5 Components of Message
1. Simple The tennis ball theory
2. Emotional (Story) 3. Concrete (Anchor) 4. Context (ME – Results – Now) 5. Polarizing
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It’s All About Story – What’s Yours
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Commonalities
• No focus on product features or benefits • It’s about the customer • It focuses on the problem • It provokes • It’s a story • There’s an enemy • It focuses on a key attribute
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Engage, Engage, Engage
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Embrace Social Media
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Make It Fun
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My Promise
• Have Fun • Engage • Sell your wisdom • See the world through your customers’ eyes • And • The Future Will be Far Greater Than The
Past