Straight Talk From the C-Suite: BE DiFFERENT or BE DEAD with Roy Osing and Jordan Stevens
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Transcript of Straight Talk From the C-Suite: BE DiFFERENT or BE DEAD with Roy Osing and Jordan Stevens
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BE DiFFERENT or be deadWebinar
Sept 19, 2013
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Who is Roy?
Roy OsingFormer CMO
Executive Leader for 33+ yearsBloggerSpeaker
Seminar LeaderOrganization Mentor
EducatorPersonal Coach
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Original Work
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Roy’s Agenda
Change the conversation to “How can we BE DiFFERENT?”
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Look Around…
Dying… or deadRIM
NortelYellow PagesBlockbuster
NokiaYahoo, My Space
Sears
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BE DiFFERENT
BE DiFFERENT – Life or Death …
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The Competitive Herd
Un-differentiation – Hard to distinguish among competitors– Copying– “Same” Services– One-Size-Fits-All
mentality
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BE DiFFERENT Theme
• To StAND OuT from the Herd…
• You MUST deliver VALUE which is
– RELEVANT (something people really care about), AND
–UNIQUE (something that ONLY you provide)
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Plan to EXECUTE
Build a Strategy to EXECUTE– No Execution = No success – Execute a “Flawed Plan” >> No Execute a
“Perfect Plan
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Plan to EXECUTE
Strategic Game Plan Model1. HOW BIG do you want to be?
2. WHO do you want to SERVE?
3. HOW will you compete and WIN?
VALUE RELEVANCE UNIQUENESS
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Plan to EXECUTE
Get you your Plan ‘Just about Right’
– 20% plan; 80% execute– “Laugh at perfection”– Bre Pettis on Done…
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Plan to EXECUTE
Cut the CRAP– Old stuff no longer relevant– CRAP = bandwidth suckers – Prevents doing ‘The New’– Beware of ‘Custodians of
the Past’– Assign a Cut the CRAP
Champion
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Cut the CRAP
"Most leaders don't need to learn what to do. They need to learn what to stop." - Peter Drucker
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Plan to EXECUTE
Focus. Focus. Focus.
– Multitasking can be deadly– Roy’s Rule of 3– Focus on the critical few– That deliver 80% of your
strategy
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Plan to EXECUTE
Plan on the Run– Learn from Execution – Adjust your strategy as you go– Be ‘good’ at anticipating;
‘great’ at responding– Plan, Execute, Learn, Adjust,
Execute …
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Plan to EXECUTE
‘Bloody-Up’ Your Plan
– Paper cuts?– Coffee Stains?– Notes?– Ear marked pages?– Repository of Learnings from Execution– MORE than a statement of direction
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BE The ONLY One
“We are the ONLY ones that….”
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BE The ONLY One
“You don’t want merely to be the best of the best. You want to be the ONLY one’s who do what you do” – Jerry Garcia, The Grateful Dead
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BE The ONLY One
“insulinpumps.ca is The ONLY Company delivering the full range of insulin pump products, education, support and diabetes Business Development.
We ONLY serve Pharmacy.
We are Powered by Pumpers.”-- Melany
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Fan Focus
• “THE WHO”• People who care about what
you do• LOYAL • Are connected • And are ‘Sneezers’ • Discover their Secrets
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Fan Focus
Meet with one Fan per week; bring them inside your organization
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Secrets
• A Secret is an innermost desire that someone has; Things that a person: craves, covets, aches (for), hungers (for), itches (for), sighs (for),
yearns (for), lusts (after) and longs (for)
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Caution
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Think Experiences
The End Game…
“My job is to create memories” – Nasr, Tour Guide, Petra Jordan
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Think Experiences
• The Herd thinks product & price• The Herd FLOGS• It’s NOT about WHAT we produce• It’s about PEOPLE and “Delivering
Happiness” to them• Happiness = Experiences
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Think Experiences
“… a very clear guideline has emerged from our recent research on the determinants of happiness: Spend your money on experiences.” -- Thomas Gilovich, professor of psychology at Cornell University
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Think Experiences
‘We Move Lives’:Move on-time, on budget, secure (Core)Real Estate Service Home Maintenance PlanCommunity Introduction
PackageFurniture Deals‘First Dinner on us’ Gift
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Dazzle
Serving = CORE SERVICE + …– What they GET from you.. Clean hotel rooms, good
food, a move on time and on budget…– Satisfy ‘em– Meet expectations 24X7X52 – You get C’s– If not, they will leave you in
a HEARTBEAT & SCREAM how BAD you are
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Dazzle
Serving = CORE SERVICE + SERVICE EXPERIENCE
– How they FEEL
– DAZZLE ‘em with it
– Make it GASPWORTHY
– Leave ‘em BREATHLESS
– You get A’s
– Loyalty, Raving Fans & Sneezers
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Dazzle
• I was pleased that my furniture was delivered on time and on budget.
• I was relieved that none of my furniture was damaged.
• I liked that the crew were careful with my stuff, that they blanket-wrapped all of it and that they were very friendly.
• But what really blew me away was…
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How to Dazzle
1. Hire Human Being Lovers – Hire for Goosebumps!
2. Trash ‘Dumb Rules’
3. Provide Dazzling Recovery when you commit a service blunder: Fix it + Surprise ‘em
FAST!
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Wrap up – An Invitation
• Check-out my site bedifferentorbedead.com
• Blog Articles on Strategy, Value, (and other stuff)
• Connect and Engage with me
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eBooks
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eBooks
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