Travel Agencies & Libraries: A Manifesto for Change

www.imaginellc.com thefastgrowthblog.com

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?

What I Do For Companies:

✔ More Sales? ✔ Faster Sales?

✔ More Profit Per Sale?

What Is Was A Salesperson?

Think About The Last 5 Years Trend

Noise In The World

Attention Available

Competition for Attention Budgets Loyalty

Think About The Last 5 Years Trend

Noise In The World

Attention Available

Competition for Attention

Budgets Loyalty

WHERE ARE WE?

What Did You Do 15 Years Ago

Information on an Air

Ticket

Information on a Stock

Research

Your Biggest Competitors

What’s Changed

Supply/Demand Access to

Information

So, What Can I Contribute

•  Quite a lot, actually. •  Peter Drucker said… •  Where Did It Break •  It Reminds Me of a Story

A Story

RELEVANCE The Moral of My Story

We’re Broke

RELEVANT & INDISPENSABLE

We Must Become

HOW’D WE GET HERE

Gödel's Law

You Cannot Understand a System From Within The System

A Brief History

In the beginning

The First Wave

The Second Wave

The Third Wave

THE CHALLENGE OF THE TOO’S

Too Many Choices

Too Little Difference

Too Much Information

Have You Ever…

Knowledge Understanding

Information Data

Wisdom

Creating Context

How information impacts me in relation to the results I want to achieve at this

moment in time.

Demand Fulfilment

At/Below Market Growth Rates

The Commoditization Trap

Demand Fulfilment

Demand Creation

5 - 10x Market Growth Rates

Disproportionate Rewards

Demand Fulfilment

Demand Creation

5 - 10x Market Growth Rates

The Unbreakable

Rules for Creating Demand™

The Missing

Structure

Disproportionate Rewards

MAKING IT HAPPEN

THE UNBREAKABLE RULES FOR CREATING DEMAND

Know & Understand Your Customer Better Than They Know & Understand Themselves

Identify The Critical Results & Identify the Barriers to Achieving Them

Create Value In Everything You Do

DOING SOMETHING THAT SOMEONE IS WILLING TO PAY MORE FOR.

Definition

Focus on The Problem – Not The Solution

What’s the Cost of Not Utilizing You?

THE 5 ACTIONS EVERY LIBRARY SHOULD TAKE

1 • Create a powerful message

2 • Engage, Engage, Engage

3 • Start a Blog

4 • Embrace Social Media

5 • Have Fun

5 Components of Message

1.  Simple The tennis ball theory

2.  Emotional (Story) 3.  Concrete (Anchor) 4.  Context (ME – Results – Now) 5.  Polarizing

It’s All About Story – What’s Yours

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

Engage, Engage, Engage

Embrace Social Media

Make It Fun

My Promise

•  Have Fun •  Engage •  Sell your wisdom •  See the world through your customers’ eyes •  And •  The Future Will be Far Greater Than The

Travel Agencies & Libraries: A Manifesto for Change

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