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Telling Your Story


Slides from Mike’s presentation at the CIC Friday, February 17.

Slides from Mike’s presentation at the CIC Friday, February 17.

Published in Business , News & Politics
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  • 1. Telling your story. FEBRUARY 17, 2012 ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.
  • 2. who wants…“…an intuitive but powerful approach thatallows UML diagramming to be code-centric instead of model-centric by givingusers an interactive exploratoryvisualization platform.” ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 2
  • 3. who wants…“…a nutrition-based, gluten-free foodcompany that uses ancient grains toprovide innovative products that areboth convenient and delicious.” ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 3
  • 4. who wants…“…an innovative, patent pending handhygiene solution to help hospitalsimprove hand hygiene compliance.” ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 4
  • 5. some people. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 5
  • 6. who wants…•  maps that make code easier to understand, work on, and improve.•  ancient food for a better life today.•  clean hands that save lives. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 6
  • 7. more people. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 7
  • 8. the point•  Need to tell your story in a way people can grasp, get behind, and share.•  Few people do this well. It’s hard.•  Wanting to get there is the first step. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 8
  • 9. elements of positioning•  target – actionable universe of buyers•  segment – key, predisposing attribute•  brand – a name you call yourself•  category – a competitive frame for the buyer•  distinction – what makes you unique•  proof – perceived evidence of truth ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.
  • 10. declare your hypothesis For target who are segment,brand provides the category with distinction because of proof. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.
  • 11. made-up examples•  For drivers who value automotive performance, BMW provides luxury vehicles that deliver joy through German engineering.•  For people around the world, Coca-Cola is the soft drink that is the real thing since 1886.•  For industrial manufacturers who are challenged to differentiate, BASF is the raw materials supplier that makes products better through engineering depth. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.
  • 12. startup stages CONVICTION VS. FLEXIBILITY RIDING THE ROCKET shared race vision to scalepassionate proven realhypothesis opportunity business SELLING THE DREAM DISCONTINUOUS CHANGE ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. ©2011 12
  • 13. we simplifysafety athlete freedom cool business ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 13
  • 14. the positioning goalGOAL Find the One Simple Thing™ (OST) To take the complicated and make it simple.TASK Take the simple and make it compelling. “Everything should be made asBELIEF simple as possible, but no simpler.” – A. Einstein ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 14
  • 15. positioning truthIf you don’t create an OST for the market, the market creates an OST for you. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 15
  • 16. all big decisions are made emotionally ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. ©2011 16
  • 17. how we decide emotional rational ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 17
  • 18. OST criteriais it true? is it relevant? is it motivating? is it distinct? ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 18
  • 19. the cocktail party 15 15seconds minutes ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 19
  • 20. message model TARGET a twenty word depiction of who this person is POSITIONING for [target] who are [segment], [brand] is the [category] that [point of difference] because of [proof.] ONE SIMPLE THING   the idea and feeling we want to own COCKTAIL PITCH   above, quickly expressed in conversational and distinctive formFUNCTIONAL BENEFITS   the 3 most important rational value propositions of the brand EMOTIONAL BENEFITS   the 3 most important emotional value propositions of the brand STORIES   the 3 best anecdotes that emotionally support the OST PROOF   the 3 strongest data points that tangibly support the OST PERSONALITY   the 3 most important attributes of the brand’s character TAGLINE   an engaging, distinctive and short expression of the OST ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 20
  • 22. candidates•  A greener alternative to car ownership•  Join the collective commerce revolution!•  Parking spot cost more than rent?•  Dump the jalopy. Grab a Zipcar.•  Access to a car for $60 / year! ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.
  • 23. Zipcar message model TARGET urbanites For urban dwellers who need a car, Zipcar is the sharing service that gives you freedom POSITIONING from car ownership and the hassle of renting. ONE SIMPLE THING   Freedom TAG LINE   Wheels when you want them.FUNCTIONAL BENEFITS   convenience, savings, service EMOTIONAL BENEFITS   community, fun, sustainablility STORIES   •  a fun experience from start to finish •  the market leader, with Industry defining service •  better for the community •  more cars = more cars within reach PROOF   •  more automotive makes and models = more variety and choice •  cheaper than owning PERSONALITY   approachable, clever, fun ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 23
  • 25. an OST vs. THE OSTValue   80% An  OST   THE  OST   0% 20% 40% 60% 80% 100% ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 25
  • 26. Remember...1.  Tell your story in a way people can grasp, get behind, and share.2.  First declare your hypothesis, using a positioning framework, in plain English.3.  Product Market Fit changes everything.4.  Find your One Simple Thing™, because thats all the world gives you.5.  Ping me for a DIY version. Hire pros when you have the dough. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.
  • 27. thank you. @miketrap ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.