Breaking the Status Quo Barrier   Convincing your prospects to do        something different
Failure to create impact                                      Only 14% of                                      “benefits” ...
StatusYou        60%             Quo          No decision                           Yes           BarrierIgnored     ?    ...
Malcolm Gladwell
Scientist for Tipping Point     Morton M. Grodzins
What was the difference?
What the best are doing different
65 %                              35 %             Buying Vision                           Bake-Off  -3              -2   ...
A decision to change           New Brain           Designed for Analysis              Old Brain              Designed for ...
Make the Status Quo Unsafe
Don’t Call the Baby Ugly
Make me Smarter
Attention Scarcity  Status   Quo  Barrier
“While our access to raw information hasgrown exponentially, our time to process this information has declined rapidly, wh...
•  Don’t play 20 questions•  You got 30 seconds totell me something I don’talready know•  You see more people wholook like...
Risk/Loss Aversion                                          Incumbent Advantage                      StatusAttention Scarc...
Context Creates Urgency
Which would you choose? A guaranteed gain of $75,000 An 80% chance of gaining $100,000 with a 20% chance of getting nothing
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
Change BurdenStatus QuoBarrier
The pains I’m living with…Are bigger than the pain of change…
Incumbent Advantage    Status     Quo    Barrier
Find your Contrast
Cont    rast           = Va               lue
Y           Status    YOUR POINT OF VIEW              Quo           Barrier                         Y
Distinct Point of View
The Hero Model      The Hero Model:      based on The Hero with A Thousand Faces      by Joseph Campbell      •  The world...
Distinct Point of View
Grabbers•  Number Plays•  Metaphors
Distinct Point of View                  CONTEXT:        Give them enough reason to do             something different
Pain and Impact•  Documentation•  Visualization
Distinct Point of View
Contrast•    Make the     complex,     simple•    Make the     abstract,     concrete
Validate your ContrastProof Points•  3rd party testimony  validates story•  External studies
Distinct Point of View
BRAINSHARK EXAMPLE
Who are you going to be?“People are information-rich and theory-poor.If you can give them a way of organizing theirexperie...
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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

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Brainshark Stories that Sell City Tour Keynote - Tim Riesterer

  1. 1. Breaking the Status Quo Barrier Convincing your prospects to do something different
  2. 2. Failure to create impact Only 14% of “benefits” 14% promoted create commercial impact 86%Relevant to YourProspect Unique to You
  3. 3. StatusYou 60% Quo No decision Yes BarrierIgnored ? Invaluable
  4. 4. Malcolm Gladwell
  5. 5. Scientist for Tipping Point Morton M. Grodzins
  6. 6. What was the difference?
  7. 7. What the best are doing different
  8. 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. 9. A decision to change New Brain Designed for Analysis Old Brain Designed for Survival Decision-Making Engine
  10. 10. Make the Status Quo Unsafe
  11. 11. Don’t Call the Baby Ugly
  12. 12. Make me Smarter
  13. 13. Attention Scarcity Status Quo Barrier
  14. 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. 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. 16. Risk/Loss Aversion Incumbent Advantage StatusAttention Scarcity Quo Barrier Change Burden
  17. 17. Context Creates Urgency
  18. 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. 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. 20. Change BurdenStatus QuoBarrier
  21. 21. The pains I’m living with…Are bigger than the pain of change…
  22. 22. Incumbent Advantage Status Quo Barrier
  23. 23. Find your Contrast
  24. 24. Cont rast = Va lue
  25. 25. Y Status YOUR POINT OF VIEW Quo Barrier Y
  26. 26. Distinct Point of View
  27. 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. 28. Distinct Point of View
  29. 29. Grabbers•  Number Plays•  Metaphors
  30. 30. Distinct Point of View CONTEXT: Give them enough reason to do something different
  31. 31. Pain and Impact•  Documentation•  Visualization
  32. 32. Distinct Point of View
  33. 33. Contrast•  Make the complex, simple•  Make the abstract, concrete
  34. 34. Validate your ContrastProof Points•  3rd party testimony validates story•  External studies
  35. 35. Distinct Point of View
  36. 36. BRAINSHARK EXAMPLE
  37. 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

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