Creating Creating the Wowthe Wow
2013 Executive Leadership ConferenceRichard Currier
The breakthrough rules:1. Real customers with clear, pressing needs2. Listen to customers to learn how to lead them3. Showcase theme-based problem-centric stories 4. Change the game to win5. Only leaders thrive
The “must do’s” for selling breakthroughs• Thought lead your market• Thought lead accounts• Obliterate obstacles
Wows/Breakthroughs: Getting There
#1 Real customers/ clear pressing needs
Populations
TargetMarkets
Needs:UrgentImportantUseful
Recognized urgent needs
#2 Listen to Customers to Lead Them Ta
lk v
olum
e
Talk
Pas
sion
Need Categories
Useful Important
Urgent
The formula for great stories:
•They need to be crisp, clear and compelling
•They are problem-centric• The problem is compelling, easily understood, quick to tell and highly empathetic
•Story artifacts make them more compelling• Name dropping (especially people/ peers)
• Numbers (especially numbers about the problem)
• Visual or metaphorical
•You should build a compendium of stories• Multiple stories are needed to accommodate different situations
#3 Showcase Thematic Problem Stories
• It starts with a visionUsually focusing on a different problem
• It requires high impact sales/ marketing•Thought leadership for accounts/ markets•Change the way you sell and market•Change the way they buy
• It is anchored in compelling product attributes
• Sometimes new product is required
#4 Change the Game to Win
#5 Only Leaders Thrivere
venu
e
time
Breakthrough apps that wow!
Where to Start
Goals, objectives, aspirations
Goals, objectives, aspirations
Problems, barriers to success
Long, medium and short term
Target Markets Buyer Needs
Key strategies, themes, stories,…
Ensemble’s underwhelming resultsA great product loved by customers with a mixed market reception
Ensemble’s missed market positioning•Composite apps•Messaging engines
HealthShare’s slow start•Great product but slow uptake•Questionable market (buyer viability, only needed: “simple”?)
HealthShare Needed a Breakthrough
Re-positioned product, re-targeted market:
•Key benefit: HealthShare rapidly delivers high-payback (breakthrough) benefits to some of the most pressing, vexing healthcare problems
•What sets HealthShare apart: HealthShare is an innovative strategic healthcare informatics platform that efficiently delivers far greater value than tactical point solution alternatives
•The three keys to the HealthShare breakthrough:•Strategic interoperability
•Engaged communities
•Analytics in the active dimension
HealthShare: A Wow / Breakthrough
• Market targeting
• Sales training
• The Roadshow
• Targeted thought leadership programs
HealthShare: Driving the Wows
Creating Creating the Wowthe Wow
2013 Executive Leadership ConferenceRichard Currier
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