Upload
callumsweeney
View
231
Download
0
Embed Size (px)
Citation preview
8/11/2019 ZAG Workshop - The Briefing.final
1/92
HelloWelcome to theZAG Workshop with Marty Neumeier
8/11/2019 ZAG Workshop - The Briefing.final
2/92
FACT:
8/11/2019 ZAG Workshop - The Briefing.final
3/92
FACT: Business is speedingup.
8/11/2019 ZAG Workshop - The Briefing.final
4/92
8/11/2019 ZAG Workshop - The Briefing.final
5/92
8/11/2019 ZAG Workshop - The Briefing.final
6/92
CHEAP
GOOD
FAST
8/11/2019 ZAG Workshop - The Briefing.final
7/92
CHEAP
GOOD
FAST
FREE
PERFECT
NOW
8/11/2019 ZAG Workshop - The Briefing.final
8/92
FACT:
8/11/2019 ZAG Workshop - The Briefing.final
9/92
FACT:The market is cluttered.
8/11/2019 ZAG Workshop - The Briefing.final
10/92
8/11/2019 ZAG Workshop - The Briefing.final
11/92
TODAY, THEREAL COMPETITION
DOESNT COME FROM COMPANIES.
8/11/2019 ZAG Workshop - The Briefing.final
12/92
TODAY, THEREAL COMPETITION
DOESNT COME FROM COMPANIES.
IT COMES FROMCLUTTER.
8/11/2019 ZAG Workshop - The Briefing.final
13/92
A WEALTH OFINFORMATION
8/11/2019 ZAG Workshop - The Briefing.final
14/92
A WEALTH OFINFORMATION
CREATES A POVERTY OFATTENTION.
8/11/2019 ZAG Workshop - The Briefing.final
15/92
8/11/2019 ZAG Workshop - The Briefing.final
16/92
8/11/2019 ZAG Workshop - The Briefing.final
17/92
8/11/2019 ZAG Workshop - The Briefing.final
18/92
8/11/2019 ZAG Workshop - The Briefing.final
19/92
F A C T O R I E S
8/11/2019 ZAG Workshop - The Briefing.final
20/92
F A C T O R I E S C A P I T A L
8/11/2019 ZAG Workshop - The Briefing.final
21/92
F A C T O R I E S C A P I T A L P A T E N T S
8/11/2019 ZAG Workshop - The Briefing.final
22/92
F A C T O R I E S C A P I T A L P A T E N T S B R A N D S
8/11/2019 ZAG Workshop - The Briefing.final
23/92
8/11/2019 ZAG Workshop - The Briefing.final
24/92
8/11/2019 ZAG Workshop - The Briefing.final
25/92
F A C T O R I E S C A P I T A L P A T E N T S B R A N D S
8/11/2019 ZAG Workshop - The Briefing.final
26/92
8/11/2019 ZAG Workshop - The Briefing.final
27/92
EXTERNALBRAND
INTERNAL
BRAND
Branding starts on the inside.
SHARED
VISION
8/11/2019 ZAG Workshop - The Briefing.final
28/92
Branding starts on the inside.
8/11/2019 ZAG Workshop - The Briefing.final
29/92
Branding starts on the inside.
!"#$ % & '$
($
")*' +%
& !,
*'
% &' $ )
)
(
#"( *
)$
N
8/11/2019 ZAG Workshop - The Briefing.final
30/92
8/11/2019 ZAG Workshop - The Briefing.final
31/92
8/11/2019 ZAG Workshop - The Briefing.final
32/92
8/11/2019 ZAG Workshop - The Briefing.final
33/92
8/11/2019 ZAG Workshop - The Briefing.final
34/92
8/11/2019 ZAG Workshop - The Briefing.final
35/92
8/11/2019 ZAG Workshop - The Briefing.final
36/92
8/11/2019 ZAG Workshop - The Briefing.final
37/92
LOOK DEEP INSIDE TO SEE WHERE
YOUR PASSIONCOMES FROM.
8/11/2019 ZAG Workshop - The Briefing.final
38/92
PASSION NEEDS NO JUSTIFICATION.
8/11/2019 ZAG Workshop - The Briefing.final
39/92
PASSION NEEDS NO JUSTIFICATION.
PASSION GIVES YOU THE RAWENERGY TO PERSEVERE.
SS O S O S C O
8/11/2019 ZAG Workshop - The Briefing.final
40/92
PASSION NEEDS NO JUSTIFICATION.
PASSION GIVES YOU THE RAWENERGY TO PERSEVERE.
YOU CANT EXPAND TIME, BUT YOU
CAN EXPAND ENERGY.
PASSION NEEDS NO JUSTIFICATION
8/11/2019 ZAG Workshop - The Briefing.final
41/92
PASSION NEEDS NO JUSTIFICATION.
PASSION GIVES YOU THE RAWENERGY TO PERSEVERE.
YOU CANT EXPAND TIME, BUT YOU
CAN EXPAND ENERGY.
MORE PASSION =MORE ENERGY
8/11/2019 ZAG Workshop - The Briefing.final
42/92
To organize the worldsinformation and make it
universally accessible.
8/11/2019 ZAG Workshop - The Briefing.final
43/92
EXERCISE:PURPOSE STATEMENT
8/11/2019 ZAG Workshop - The Briefing.final
44/92
BUT HOW DO YOU TURN PURPOSEINTO PROFITS?
8/11/2019 ZAG Workshop - The Briefing.final
45/92
BY BEING DIFFERENT.
8/11/2019 ZAG Workshop - The Briefing.final
46/92
NO, REALLYDIFFERENT.
8/11/2019 ZAG Workshop - The Briefing.final
47/92
WHENEVERYBODYZIGS
8/11/2019 ZAG Workshop - The Briefing.final
48/92
FACT
8/11/2019 ZAG Workshop - The Briefing.final
49/92
FACT:Our brains act as filters to protect usfrom too much information.
8/11/2019 ZAG Workshop - The Briefing.final
50/92
8/11/2019 ZAG Workshop - The Briefing.final
51/92
WE !RE HARDWIRED TO NOTICE ONLY WHAT!S DIFFERENT.
8/11/2019 ZAG Workshop - The Briefing.final
52/92
8/11/2019 ZAG Workshop - The Briefing.final
53/92
IS THIS THE WAY THE WORLD SEES YOU?
8/11/2019 ZAG Workshop - The Briefing.final
54/92
The three most important words in differentiating your brand:
8/11/2019 ZAG Workshop - The Briefing.final
55/92
FOCUS1
8/11/2019 ZAG Workshop - The Briefing.final
56/92
FOCUS2
8/11/2019 ZAG Workshop - The Briefing.final
57/92
FOCUS3
8/11/2019 ZAG Workshop - The Briefing.final
58/92
8/11/2019 ZAG Workshop - The Briefing.final
59/92
FOCUS
PASSION
8/11/2019 ZAG Workshop - The Briefing.final
60/92
THE FOCUS TEST:
8/11/2019 ZAG Workshop - The Briefing.final
61/92
1 Who are you?
THE FOCUS TEST:
8/11/2019 ZAG Workshop - The Briefing.final
62/92
1 Who are you?
What do you do?21
THE FOCUS TEST:
8/11/2019 ZAG Workshop - The Briefing.final
63/92
1 Who are you?
What do you do?21
Why does it matter?3
FACT:
8/11/2019 ZAG Workshop - The Briefing.final
64/92
YOU CAN'T BE A LEADER BY FOLLOWING A LEADER.
YOU CAN ONLY BECOME A LEADER BY CONVERTING
WHITE SPACE INTO A MARKET POSITION.
FACT:
8/11/2019 ZAG Workshop - The Briefing.final
65/92
POSITIONINGdifferentiates a brand
in a customers mind to obtain
strategic competitive advantage.
Positioning creates the pecking order
that determines profit margins.
8/11/2019 ZAG Workshop - The Briefing.final
66/92
p g
Pecking order is crucial because categories arrange
themselves by doubles and halves.
8/11/2019 ZAG Workshop - The Briefing.final
67/92
If Brand 1represents a certain percent of
market share Brand 2 will represent half
8/11/2019 ZAG Workshop - The Briefing.final
68/92
market share, Brand 2will represent half.
BRAND 1
MARKET SHARE
BRAND 2
BRAND 3
BRAND 4
BRAND 5
8/11/2019 ZAG Workshop - The Briefing.final
69/92
WHAT WILL MAKE YOU THE ONLY IN YOUR CATEGORY?
8/11/2019 ZAG Workshop - The Briefing.final
70/92
OUR BRAND
IS THE ONLYSERVICE
THAT MATTERS.
8/11/2019 ZAG Workshop - The Briefing.final
71/92
AERON IS THE ONLYOFFICE CHAIR
THAT REDEFINESERGONOMIC DESIGN.
8/11/2019 ZAG Workshop - The Briefing.final
72/92
PRIUS IS THE ONLYHYBRID CAR
THAT SYMBOLIZESDEDICATION TO
THE ENVIRONMENT.
8/11/2019 ZAG Workshop - The Briefing.final
73/92
CIRQUE DU SOLEILIS THE ONLY CIRCUS
WITH BROADWAYSOPHISTICATION.
8/11/2019 ZAG Workshop - The Briefing.final
74/92
TONIK IS THE ONLYHEALTH INSURER
THAT FOCUSES ON20-SOMETHINGS.
8/11/2019 ZAG Workshop - The Briefing.final
75/92
TARGET IS THE ONLYSTORE THAT SELLS
DESIGNER PRODUCTSAT BIG-BOX PRICES.
WHAT IS YOUR CATEGORY?
8/11/2019 ZAG Workshop - The Briefing.final
76/92
WHAT IS YOUR CATEGORY?
8/11/2019 ZAG Workshop - The Briefing.final
77/92
HOW ARE YOU DIFFERENT?
WHAT IS YOUR CATEGORY?
8/11/2019 ZAG Workshop - The Briefing.final
78/92
HOW ARE YOU DIFFERENT?
WHO ARE YOUR CUSTOMERS?
WHAT IS YOUR CATEGORY?
8/11/2019 ZAG Workshop - The Briefing.final
79/92
HOW ARE YOU DIFFERENT?
WHO ARE YOUR CUSTOMERS?
WHERE ARE THEY LOCATED?
WHAT IS YOUR CATEGORY?
8/11/2019 ZAG Workshop - The Briefing.final
80/92
HOWARE YOU DIFFERENT?
WHO ARE YOUR CUSTOMERS?
WHERE ARE THEY LOCATED?
WHY IS IT IMPORTANT?
WHAT IS YOUR CATEGORY?
8/11/2019 ZAG Workshop - The Briefing.final
81/92
HOWARE YOU DIFFERENT?
WHO ARE YOUR CUSTOMERS?
WHERE ARE THEY LOCATED?
WHY IS IT IMPORTANT?
WHEN DO THEY NEED YOU?
FOR HARLEY-DAVIDSON
8/11/2019 ZAG Workshop - The Briefing.final
82/92
WHAT TheONLYmotorcycle manufacturer
FOR HARLEY-DAVIDSON
8/11/2019 ZAG Workshop - The Briefing.final
83/92
y
WHAT TheONLYmotorcycle manufacturer
FOR HARLEY-DAVIDSON
8/11/2019 ZAG Workshop - The Briefing.final
84/92
y
HOW that makes big, loud motorcycles
WHAT TheONLYmotorcycle manufacturer
FOR HARLEY-DAVIDSON
8/11/2019 ZAG Workshop - The Briefing.final
85/92
y
HOW that makes big, loud motorcycles
WHO for macho guys (and macho wannabees)
WHAT TheONLYmotorcycle manufacturer
FOR HARLEY-DAVIDSON
8/11/2019 ZAG Workshop - The Briefing.final
86/92
HOW that makes big, loud motorcycles
WHO for macho guys (and macho wannabees)
WHERE mostly in the United States
WHAT TheONLYmotorcycle manufacturer
FOR HARLEY-DAVIDSON
8/11/2019 ZAG Workshop - The Briefing.final
87/92
HOW that makes big, loud motorcyclesWHO for macho guys (and macho wannabees)
WHERE mostly in the United States
WHY who want to join a gang of cowboys
WHAT TheONLYmotorcycle manufacturer
FOR HARLEY-DAVIDSON
8/11/2019 ZAG Workshop - The Briefing.final
88/92
HOW that makes big, loud motorcyclesWHO for macho guys (and macho wannabees)
WHERE mostly in the United States
WHY who want to join a gang of cowboys
WHEN in an era of decreasing personal freedom
8/11/2019 ZAG Workshop - The Briefing.final
89/92
If you cant say why your brand
is both different and compelling
8/11/2019 ZAG Workshop - The Briefing.final
90/92
is both different and compelling,
dont fix your statement.
If you cant say why your brand
is both different and compelling
8/11/2019 ZAG Workshop - The Briefing.final
91/92
is both different and compelling,
dont fix your statement.
Fix your strategy.
8/11/2019 ZAG Workshop - The Briefing.final
92/92
EXERCISE: ONLINESS STATEMENT (SHORT)