BIG LITTLE LEGENDS - Two-Brain Business

BIG LITTLE LEGENDSTM

EXECUTIVE JOURNAL

HOW EVERYDAY LEADERS BUILD IRRESISTIBLE BRANDS



GAIR MAXWELLINTERNATIONAL SPEAKER & AUTHOR

Endlessly curious about the creation of legends and myths, Gair Maxwell is a global authority for helping organizations create iconic, “larger-than-life” brands that attract legions of customers and top talent – without having to resort to using any “pushy” marketing tactics. The trickle-down impact on any company, community or career can be enormous. Some organizations have achieved 15-20X financial growth while becoming a much desired “Category of One”.

Gair’s riveting keynote presentations are packed with real-life stories and benefit from his many decades of in-the-trenches business experience. Scores of event planners rave about his innate gift for simplifying complex ideas into easily digestible bites that any audience can implement right away. Described as a “shock stick of energy”, Gair delivers electrifying, interactive keynotes and workshops that inspire everyday people to punch way above their weight class and build the kind of business and brand that has customers and top talent seeking them out.

Gair has worked with some of the world’s most dynamic organizations, including the Apple Specialist Marketing Group, Caterpillar, NAPA and Virginia Tech, while sharing conference stages with business icons such as Richard Branson and

Gene Simmons. When all is said and done, Gair delivers approximately 80-90 presentations each year with global representation from speakers’ bureaus in Canada, Mexico, Great Britain and Los Angeles. His many accomplishments include:

• Being awarded “Speaker of the Year” by TEC Canada in 2012.

• Upwards of 400 appearances with Vistage International, the world’s largest CEO Peer Advisory Group.

• Author of “NUTS, BOLTS AND A FEW LOOSE SCREWS”, available through Amazon.com.

A former broadcaster, Gair racked up 10,000+ interviews and 30,000+ broadcasts in an award-winning radio and television career in his native Canada. The son of a former pro golfer, Gair is a lifelong fan of the Pittsburgh Steelers, AC/DC, Van Halen and Led Zeppelin. An avid military history buff, he also becomes a human marshmallow for his three grandchildren, two adorable cocker spaniels named Theodore and Sophie and a precious beagle-mix rescue who goes by the name of Maggie.

CONTACT INFO:Direct: 1 (506) 874-4147E-Mail: [email protected]: www.gairmaxwell.com

3



“I skate to where the puck is going to go. Not to where it has been.”~WAYNE GRETZKY

DIRECT MARKETING & BRAND MARKETING

1. You are a M company first. You are a company second.

2. How can we get our C to do the M .

3. Can we D what we are N going to be?

4. This is a L issue. NOT a M issue.

5. Differentiation and R are S strategies.

6. A STORY needs to H to you or you need to M one happen.

7. It’s NOT about Four W and a piece of T .

8. Marketing used to be something you could B . Today, marketing is something you need to be B .

9. Purpose of a Home Page? Create C . Inspire T .

10. Who are we, B our products and services?

What Is Your Brand Supposed To Do?

Phrases For The Ages:

4



DEFINING A “LEGEND”?

“Heroes get remembered, but legends never die.” ~BABE RUTH

Qualities and Characteristics

Overarching Themes

5



“Either write something worth reading or do something worth writing about.”

~BENJAMIN FRANKLIN

Common Words & Phrases?

CATEGORY LANGUAGE

Common Visual Elements?

Common Positioning or Themes?

6



When so-called marketing experts talk about brand strategy it becomes pseudo-intellectual mumbo jumbo unless there is one significant word included in the conversation.

It only stands to reason that if everybody in your category “zigs”, you always have a choice to ZAG.

In other words, without a meaningful and clearly understood ZAG, any talk of brand strategy is pointless.

Traditional marketing was founded on the 4 P’s. (Product, Pricing, Promotion, Positioning). You could also throw in healthy scoops of Publicity, Packaging and Permission. However, in 2003, Seth Godin disrupted the traditional applecart, arguing there needed to be another “P” in the equation. In his ground-breaking, best-selling book, Seth called it “The Purple Cow”. As the metaphor implies, a purple cow is REMARKABLE!. It sticks out among all the other cows. It draws attention. It’s memorable. Worth talking about and far from being vanilla or boring. Un-less you have a business and brand that real people actually notice and gets them talking and sharing on-line and off, you run the risk of becoming just another invisible brown and black cow in whatever market you compete in.

It’s impossible to stand out if you always blend in. The more you ZAG and separate yourself from the herd, the better the odds of being seen and heard.

And you can start to ZAG by answering one simple question:

WHAT WILL YOU DO THAT YOUR COMPETITORS WON’T DO?

ZAG!

“Do not go where the path may lead. Go instead to where there is no path and leave a trail.”

~RALPH WALDO EMERSON

7



FOUNDATIONS OF STORYTELLING

The Classic Story “Framework”:

Three Basic Elements:

“WHO” or “WHAT” is Your Customer Fighting Against?

Drama: Derived from the Greek dran — “to do” — drama means someone struggles and strives. George Bernard Shaw defined drama as “the conflict between man’s will and his environment.”

1.

2.

3.

1.

2.

3.

“Get busy living … or get busy dying.” ~ANDY DUFRESNE

8

BIG LITTLE LEGENDSHOW EVERYDAY LEADERS BUILD IRRESISTIBLE BRANDS

TM

SEVEN BASIC PLOTS: WHY WE TELL STORIESThis remarkable and monumental book provides a comprehensive answer as to why there are only a small number of ‘basic stories’ in the world. In his book, The Seven Basic Plots: Why We Tell Stories—a work that took over forty years to write—Christopher Booker outlines recurring commonalities and shows that, although there are a multitude of tales and endless variety in the telling, all narratives have their essential roots in these basic plotlines:

• Rags to Riches• Overcoming the Monster• The Quest• Voyage & Return • Comedy • Tragedy• Re-Birth

Drawing on a vast array of examples, dating back to the Bible, Chaucer, Dickens, Broadway & Hollywood and exploring genres that range from romance to war movies and detective novels, Booker explains how storytelling has provided a uniquely revealing mirror to mankind’s psychological development over the past 5000 years. By becoming familiar with the “shaping forms and forces” that lie beneath the surface of stories, we can uncover a kind of hidden, universal language. With respect to marketing, this allows us to leverage techniques used from Shakespeare to Spielberg as we arrive at the heart of “our” story; tell it skillfully, believably and invite customers and partners to join in.

“What is drama but life with the dull bits cut out.”

~SIR ALFRED HITCHCOCK

9



WHAT IS YOUR BEST “UNTOLD STORY”?Think in terms of company “myths & legends” where it performed heroic deeds, accomplished greatness and/or fought tooth and nail to serve customers & community.

“The hell with the rules. If it sounds right, then it is.” ~EDWARD VAN HALEN

10



“Neurologically, branding is nothing more than the result of salience x repetition. But repetition costs $$$$. Salience is the product of powerful messaging—good writing—reinforced by carefully chosen colors, shapes, sounds, and juxtaposition in video, audio, photography or graphic layout.”

~ROY H. WILLIAMS

SURPRISING BROCA

NOTES

In 1861, French surgeon Paul Broca discovered the area of the brain responsible for speech production. Broca’s area sits behind the pre-frontal cortex, the area of the brain where we choose to take action; where we process the pros and cons of a decision and ultimately choose path A or B. Before any sensory input—what we see, hear, read—gets to the pre-frontal cortex, it has to bypass Broca’s area. Think of Broca as a nine-hundred pound gorilla, guarding the toll booth protecting the Yellow Brick Road area of the brain, where your message hopes to travel to the decision-making centre, known as the Emerald City.

Think of Broca’s area as the ultimate battle ground where the branding wars are being waged.

The world’s foremost authority on this subject can be found on a thirty acre campus twenty minutes outside of Austin, Texas at a place called Wizard Academy. Source: www.wizardacademy.org

11



“Indifference is the strongest force in the universe. It makes everything meaningless. Love and hate don’t stand a chance against it.”

~JOAN VINGE, Author, “Snow Queen”

EMOTIONAL POLARITY

Something To Think AboutWhen it comes to effective branding, you can’t have it both ways. In order for people to fall head over heels in love with your brand, you need to anticipate that a segment of the audience will be repulsed or offended by what you do or say. In that respect, your brand behaves much like any magnet with its power to attract always equal to its power to repel.

According to Professor Mikhail Gronas of Dartmouth University, offending some people can be a profitable strategy. Using customer reviews on Amazon.com to determine the impact on book sales, Professor Gronas found that books registered on what he calls the “controversiality index” are given almost as many one-star as five-star ratings, creating a horseshoe-shaped curve. As it turns out, books that inspire higher levels of polarity also generate much higher sales.

If your message or story has no power or potential to offend, it will possess no power or potential to persuade. The last place you want your brand to be is in the “mushy middle”, the safe zone of mediocrity will you will never ruffle any feathers or attract a flock.

If you try to be Everything to Everybody, you wind up being Nobody to Anyone and Everyone.

HATE LOVEHERE IS GOOD HERE IS GOOD

HERE YOU’RE SCREWED

THE ZONE OFMEDIOCRITY

12



TRIBAL NARRATIVES: COMMUNICATION EQUATIONRepetition + Message + Audience = IMPACT

Source: https://www.wizardofads.com.au/lets-begin-at-the-beginning/

“If you have an important point to make, don’t try to be subtle or clever. Use a pile driver. Hit the point once. Then come back and hit it again.

Then hit it a third time - a tremendous whack.” ~WINSTON S. CHURCHILL

13



TRIBAL NARRATIVES: CRITERIA & FACTORS1. Speaks to both Internal / External Audience

2. Resonates on an ENERGETIC Level. Inspires goosebumps.

3. Ideal Length = 2-6 WORDS. Has lyrical elements.

4. Aligns with the 7 Basic Plots Framework.

5. Works on “Multiple Levels” with extended meanings.

6. Captures essence of “Who You Are” as opposed to “What You Do”.

7. Poetic expression of an existing truth. Built on rock-solid origins.

7.1 Intrigues/ Surprises / Tickles Broca!!! (Leverages Thought Particle Theory = Particle Stack/Particle Conflict)

“You’re never going to kill storytelling because it’s built into the human plan. We come with it.”

~MARGARET ATWOOD

14



“Some people see things as they are and say ‘Why?’ I dream of things that never were and say ‘Why not?”

~GEORGE BERNARD SHAW

TRIBAL NARRATIVES: SHINING EXAMPLES

15



Supportive / Reasoning / Understanding / Unity / Self-Control / Fun!

Perseverance / Sharing / Optimism / Thoughtfulness / Flexibility

Perfection / Recognition / Spirituality / Uniqueness / Fearlessness

Insightfulness / Persistence / Sensitivity / Frugality / Happiness

Service / Gratitude / Imagination / Empathy / Knowledge / Diversity

Persuasiveness / Solidarity / Sympathy / Exploration / Bravery / Order

Acceptance / Philanthropy / Simplicity / Freedom / Being the Best

Justice / Power / Silliness / Structure / Altruism / Leadership / Agility

Sincerity / Precision / Serenity / Teamwork / Charity / Appreciation

Independence / Spontaneity / Practicality / Reverence / Growth

Pragmatism / Resilience / Solitude / Vitality / Generosity / Discovery

Sacrifice / Pleasure / Satisfaction / Surprise / Open-Mindedness

Punctuality / Selflessness / Refinement / Courage / Love / Candor

Speed / Professionalism / Stability / Relaxation / Self-Reliance / Art

Resourcefulness / Respect / Pro-Activity / Resolve / Prudence / Valor

Audacity / Hospitality / Spirit / Vision / Wisdom / Family / Drive

Passion / Determination / Initiative / Rejecting Status Quo / Learning

Harmony / Innovation / Connection / Reliability / Inclusiveness / Joy

Friendship / Peace / Winning / Spirituality / Abundance / Sexiness

Durability / Tenacity / Legacy / Endurance / Regimentation / Delight

BRAND VALUES

16



Benevolence / Thoroughness / Tranquility / Focus / Impartiality

Intuitiveness / Truthfulness / Youthfulness / Faith / Fascination

Camaraderie / Anticipation / Trust / Variety / Fairness / Curiosity

Extravagance / Honesty / Unflappability / Helpfulness / Ambition

Impact / Exuberance / Security / Wonder / Humility / Contribution

Pride / Grittiness / Intelligence / Attentiveness / Genuine / Results

Inventiveness / Friendliness / Health / Loyalty / Creativity / Caring

Extroversion / Contentment / Guidance / Humor / Exhilaration

Conviction / Energy / Inspiration / Accomplishment / Credibility

Belonging / Excellence / Outlandishness / Making a Difference / Vigor

Originality / Compassion / Patience / Assertiveness / Studiousness

Enthusiasm / Artistry / Mercy / Competitiveness / Consistency

Sociability / Decisiveness / Irreverence / Cultured / Servitude / Duty

Kindness / Authenticity / Rebelliousness / Unity / Aggressiveness

Sophistication / Warmth / Community / Graciousness / Objectivity

Accountability / Disruptiveness / Hope / Social Justice / Ingenuity

Hard Work / Togetherness / Bluntness / Athleticism / Decadence

Boldness / Conservation / Morality / Mastery / Integrity / Balance

Tolerance / Measurement / Transparency / Discipline / Zeal / Ethics

Dignity / Tradition / Adventure / Neutrality / Autonomy / Poise

Daring / Beauty / Chivalry / Longevity / Toughness / Commitment

17



STAIRWAY TO SEVEN

“Yes there are two paths you can go by, but in the long run, there’s still time to change the road you’re on.”

~ROBERT PLANT

7.

6.

5.

4.

3.

2.

1.

What is the Objective?

NOTES

18



PURPOSE FOCUSED PUBLISHING

“Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.”

~DAVID OGILVY

19



BECOMING A MEDIA COMPANYYour “CONTENT” must offer any of these 4 things:

Four Basic Requirements:

Two Types of Content:

1. E

1. E

2. E

2. E

3. I

3. I

4. I

4. I

#1. EVENT-BASED CONTENT — designed to attract first-time visitors. Timely and catchy, it’s purpose is to bring people to your website with a focus on current affairs, special promotions, relevant statistics or anything of topical interest.

#2. EVERGREEN CONTENT — designed to build, grow and nourish a tribe, this type of content doesn’t have an expiration date. Timeless, sustainable and reusable, the purpose is to make people feel they belong to something bigger than themselves. Like the trees they are named after, Evergreen Content never dies or becomes outdated. Examples include video blogs, short films, written blogs, podcasts, infographics, or e-books that are always relevant simple and user friendly.

“A lot of cheap seats in the arena are filled with people who never venture onto the floor. For me, if you’re not in the arena also getting your ass kicked,

I’m not interested in your feedback.” ~BRENE BROWN

20



FOUR STRATEGIES TO WIN

“Ideas are cheap. Ideas are easy. Ideas are common. Everybody has ideas. Ideas are highly, highly overvalued. Execution is all that matters.”

~CASEY NEISTAT

1. O E .

2. C I .

3. P I .

4. L L .

NOTES

21



“If you want to build a ship, don’t drum up the men to gather wood, divide the work, and give orders. Instead, teach them to yearn for the vast and endless sea.”

~ANTOINE DE SAINT-EXUPERY

Source: http://highaltitudeleadership.com/pages/Don_Schmincke.php

CODE OF THE EXECUTIVE

RESULTS

22



START WITH WHY Simon SinekHow Great Leaders Inspire Everyone to Take Action

LINCHPINSeth GodinAre You Indispensable?

PURPLE COWSeth GodinTransform Your Business by Being Remarkable!

SECRET FORMULAS OF THE WIZARD OF ADSRoy H. Williams

MADE TO STICK Chip & Dan HeathWhy Some Ideas Survive and Others Die

RECOMMENDED READS

“There’s always room for a story that can transport people to another place.”

~J.K. ROWLING

THE E-MYTH REVISITEDMichael Gerber Why Most Small Businesses Don’t Work and What To Do About It

SHOE DOGPhil KnightA Memoir by the Creator of NIKE

THE ALCHEMISTPaulo CoelhoA Magical Fable About Following Your Dreams

MINDSETCarol Dweck The New Psychology of Success

JAB, JAB, JAB, RIGHT HOOKGary VaynerchukHow to Tell Your Story in a Noisy Social World

NOTES

Connect With Gair: Direct: 1 (506) 874-4147 E-Mail: [email protected]

www.gairmaxwell.com

Documents

BIG LITTLE LEGENDS - Two-Brain Business