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Brainshark Stories that Sell City Tour Keynote - Tim Riesterer

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Break through the Status Quo Barrier - Keynote by Tim Riesterer at Brainshark's Stories that Sell City Tour 2012

Break through the Status Quo Barrier - Keynote by Tim Riesterer at Brainshark's Stories that Sell City Tour 2012

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Transcript

  • 1. Breaking the Status Quo Barrier Convincing your prospects to do something different
  • 2. Failure to create impact Only 14% of “benefits” 14% promoted create commercial impact 86%Relevant to YourProspect Unique to You
  • 3. StatusYou 60% Quo No decision Yes BarrierIgnored ? Invaluable
  • 4. Malcolm Gladwell
  • 5. Scientist for Tipping Point Morton M. Grodzins
  • 6. What was the difference?
  • 7. What the best are doing different
  • 8. 65 % 35 % Buying Vision Bake-Off -3 -2 -1 +1 +2 +3Status Quo Identify Define Identify Review MakeThreatened New Needs Solution Viable Vendors Approaches Decision “Why Change?” “Why Us” •  Challenge assumptions •  Our promise of what you get •  Define new set of needs •  How we do it •  Align w/ Strengths your •  Why we are the best option SELL A DISTINCT SELL YOUR POINT OF VIEW VALUE PROPOSITION
  • 9. A decision to change New Brain Designed for Analysis Old Brain Designed for Survival Decision-Making Engine
  • 10. Make the Status Quo Unsafe
  • 11. Don’t Call the Baby Ugly
  • 12. Make me Smarter
  • 13. Attention Scarcity Status Quo Barrier
  • 14. “While our access to raw information hasgrown exponentially, our time to process this information has declined rapidly, which has placed an unprecedented premium on the act of meaning-making.” George Dyson (Futurist)
  • 15. •  Don’t play 20 questions•  You got 30 seconds totell me something I don’talready know•  You see more people wholook like me than I do•  So act like it!
  • 16. Risk/Loss Aversion Incumbent Advantage StatusAttention Scarcity Quo Barrier Change Burden
  • 17. Context Creates Urgency
  • 18. Which would you choose? A guaranteed gain of $75,000 An 80% chance of gaining $100,000 with a 20% chance of getting nothing
  • 19. Which would you choose? A certain loss of $75,000 An 80% chance of losing $100,000 with a 20% chance of not losing anything
  • 20. Change BurdenStatus QuoBarrier
  • 21. The pains I’m living with…Are bigger than the pain of change…
  • 22. Incumbent Advantage Status Quo Barrier
  • 23. Find your Contrast
  • 24. Cont rast = Va lue
  • 25. Y Status YOUR POINT OF VIEW Quo Barrier Y
  • 26. Distinct Point of View
  • 27. The Hero Model The Hero Model: based on The Hero with A Thousand Faces by Joseph Campbell •  The world is normal •  Something changes •  Hero struggles •  Enter: the mentor •  Hero accepts the quest
  • 28. Distinct Point of View
  • 29. Grabbers•  Number Plays•  Metaphors
  • 30. Distinct Point of View CONTEXT: Give them enough reason to do something different
  • 31. Pain and Impact•  Documentation•  Visualization
  • 32. Distinct Point of View
  • 33. Contrast•  Make the complex, simple•  Make the abstract, concrete
  • 34. Validate your ContrastProof Points•  3rd party testimony validates story•  External studies
  • 35. Distinct Point of View
  • 36. BRAINSHARK EXAMPLE
  • 37. Who are you going to be?“People are information-rich and theory-poor.If you can give them a way of organizing theirexperience, then their minds are wide open.” — Gladwell