1. 2013
Self-directed Learning Project:
Branding, Sales, Marketing &
Innovation
By Marc Binkley
Brand Consultant & Marketing Analyst
@marcbinkley
Sleepingbarber.com

3. Challenge:
The old sales and marketing methods
to make and keep a customer don’t
work as well as they once did. What
are the best ways to do this now?

4. Problem:
Acquiring knowledge through
formal MBA or Masters programs
is lengthy and cost prohibitive.

5. Insights:
Frank Lloyd Wright, Thomas Edison, Charles Darwin and The Wright
Brothers are but a few of the famously successful autodidactics.
These men are proof that formal education is merely correlated
to, not the cause of, success.
The disintermediation of education by the internet has turned
information into a commodity. Information and self-directed tools for
learning are now low cost and ubiquitous.
We can design our own learning experiences that turn previously
expensive formal education programs into low cost do-it-yourself
projects.

6. You dropped a
hundred and fifty
grand on a fuckin’
education you
coulda' got for a
dollar fifty in late
charges at the
public library.
- Good Will Hunting -

7. Goal & Constraints:
Create a low cost learning outline that helps
me reach my challenge in 12 months.
Bonus: This framework can serve as a
prototype for others interested in designing
their own self-directed learning projects.

8. Successful Outcome:
A flow experience that produces a
proprietary and sustainably effective
sales & marketing business model
based on the most successful
business concepts.

9. Methodology
How might we accelerate our
learning to identify patterns that
help us adapt to the rapid pace
of change?

10. Learning Experience Design
Be
Do I Want to See
know

11. Learning Experience Design
I Want
To • Attempt to solve a provocative
question so as to build in motivation
to complete the program.

12. Learning Experience Design
See • Multimedia learning experience
• Involve as many senses as possible in
consumption of information

13. Learning Experience Design
• Read or listen to a minimum of two of the best
books on marketing, sales, branding,
innovation per month for 12 months
• Daily consumption & comment on at least one
piece of content from thought leaders such as
Know
• The Economist
• HBR Blog
• TED talks
• Fast Company
• Jeffrey Gitomer
• Brian Solis
• Avinash Kaushik
• Six Pixels of Separation
• Seth Godin – Startup School
• Enroll in Coursera Grow to Greatness
• Set my homepage to Wikipedia Random page

14. Learning Experience Design
• Record & share key learning
• Weekly on blog
• Biweekly video
• Monthly Newsletter Quarterly
Do whitepaper
• Project end proprietary model
• Participative Learning
• Monthly virtual business school
• Book club
• Minimum of 1 weekly Twitter chats
• #b2bchat, #mmchat, #kaizenbiz, #
hbrchat, #brandchat, #cxo_chat, #
innochat, #blogchat, #mediachat

15. Learning Experience Design
Be • Apply and share all appropriate
concepts to my own
business, students and clients

16. Schedule And Activities

17. Consumer Mind
Innovation Strategy
Monthly Themes:
Repeat each theme twice
and seek out patterns
Brand
Sales
Management
Marketing &
Communication

18. Self-Directed Learning Project:
2013 Reading List*
Consumer Mind Strategy Branding Marketing & Sales Innovation
Communication
How We Decide Lean Startup Differentiate or Neuromarketing The Greatest Innovation &
Die Salesman In The Entrepreneurshi
Predictably The E-Myth Delivering World p
Irrational Revisited 22 Immutable Happiness
Laws Of Conversations Free Prize Inside
Influence Damn Good Branding Kotler On That Win The
Advice Marketing Complex Sale The Innovators
Thinking Fast Winning The Solution
and Slow Competing for Story Wars The New Rules To Sell is Human
The Future of Marketing & Great by
The Fifth PR The Challenger Choice
Metaskills Discipline Sale
WORKBOOKS
Business Model
Generation
Gamestorming
Resonate
*books I’ve not read yet, come strongly recommended and are broadly categorized into key areas of development

19. Marc’s Previous Top 25
Business Books
Consumer Mind Strategy Branding Marketing & Sales Innovation
Communication
Why We Buy The Designful ZAG Made To Stick Trust Agents The Design of
Company Business
The Cluetrain The Brand Gap How To Win Drive
Manifesto Switch Friends And Six Pixels Of
Start With Why Influence The Experience Separation
Brain Rules The Tipping People Economy
Point Positioning Brains On Fire
Crush It
Multipliers Purple Cow Maverick!
Here Comes
Good To Great Everybody
The End Of
Business As Usual

20. Books:
• How We Decide
• Predictably Irrational
January 2013
Other
• Theme: Consumer Mind • Seth Godin Startup School Podcast #1
• Comment daily on one article from Self Directed
• Special notes: Education Google+ circle
• The workbooks Resonate • TED Talk – Barry Schwartz: The Paradox of Choice
Business Model Generation
and Gamestorming will be • HBR -Customer Value Propositions in Business
used as reference resources Markets by James C. Anderson
throughout the project.
• The book Metaskills will be Applied learning
read as time permits
throughout the entire year. • Join 1 x Twitter chat / week
• Write 1 blog post / week
• Create 2 videos / month
• Join Pentacle Virtual Business School 1/month
• Start Coursera – Grow to Greatness
• 1 hour / week – Business Model Generation
• 1 hour / week – Google Analytics IQ
• Invest & track $100 into digital marketing /
adversiting

21. Books:
• E-Myth
• Lean Startup
February 2013
Other
• Theme: Strategy • Seth Godin Startup School Podcast #2
• Book Club Begins • Comment daily on one article from Self Directed
• Share insights with students of Education Google+ circle
Social Media for Business • TED Talk – Matt Cutts: Try Something New For 30
Certificate Program at MRU Days
• HBR – What Is Strategy? Michael E. Porter
Applied learning
• Join 1 x Twitter chat / week
• Write 1 blog post / week
• Create 2 videos / month
• Join Pentacle Virtual Business School 1/month
• Complete Coursera – Grow to Greatness
• 1 hour / week – work on Business Model
Generation
• 1 hour / week – Google Analytics IQ
• Invest $100 into digital marketing / adversiting
• First book club meeting on How We Decide

22. Books:
• Differentiate or Die
• The 22 Immutable Laws of Branding
March 2013
• Theme: Branding Other
• Share insights with students of • Seth Godin Startup School Podcast #3
Social Media for Business • Comment daily on one article from Self
Certificate Program at MRU Directed Education Google+ circle
• TED Talk – Simon Sinek: First Why Then Trust
• HBR - The Brand Report Card by Kevin Lane
Keller
Applied learning
• Join 1 x Twitter chat / week
• Write 1 blog post / week
• Create 2 videos / month
• Join Pentacle Virtual Business School 1/month
• 1 hour / week – Business Model Generation
• 1 hour / week – Google Analytics IQ
• Invest $100 into digital marketing / adversiting
• Book Club Review – one of two previous
month’s books

23. Books:
• Neuromarketing
• Delivering Happiness
April 2013
Other
• Theme: Marketing & • Seth Godin Startup School Podcast #4
Communication
• Comment daily on one article from Self Directed
• Share insights with students of Education Google+ circle
Social Media for Business
• TED Talk - Chris Anderson: The Long Tail
Certificate Program at MRU
• HBR - Rethinking Marketing by Roland T. Rust
Applied learning
• Join 1 x Twitter chat / week
• Write 1 blog post / week
• Create 2 videos / month
• Join Pentacle Virtual Business School 1/month
• 1 hour / week – Business Model Generation
• 1 hour / week – Google Analytics IQ
• Invest $100 into digital marketing / adversiting
• Book Club Review – one of two previous month’s
books
• First whitepaper

24. Books:
• Conversations That Win The Complex Sale
• The Greatest Salesman In The World
May 2013
Other
• Theme: Sales • Seth Godin Startup School Podcast #5
• Conference: • Comment daily on one article from Self Directed
MRUShift by Mount Royal Education Google+ circle
University • TED Talk – Ernesto Sirolli:Want to help someone?
• Share insights with students of Shut up and listen!
Social Media for Business • HBR - Ending The War Between Sales and
Certificate Program at MRU Marketing by Philip Kotler
Applied learning
• Join 1 x Twitter chat / week
• Write 1 blog post / week
• Create 2 videos / month
• Join Pentacle Virtual Business School 1/month
• 1 hour / week – Business Model Generation
• 1 hour / week – Google Analytics IQ
• Invest $100 into digital marketing / adversiting
• Book Club Review – one of two previous month’s
books

25. Books:
• Innovation and Entrepreneurship
• Free Prize Inside
June 2013
Other
• Theme: Innovation • Seth Godin Startup School Podcast #6
• Comment daily on one article from Self Directed
Education Google+ circle
• TED Talk – Malcolm Gladwell: Choice, Happiness
and Spaghetti Sauce
• HBR - ”elBulli: The Taste of Innovation" Michael
Norton
Applied learning
• Join 1 x Twitter chat / week
• Write 1 blog post / week
• Create 2 videos / month
• Join Pentacle Virtual Business School 1/month
• 1 hour / week – Business Model Generation
• 1 hour / week – Google Analytics IQ
• Invest $100 into digital marketing / adversiting
• Book Club Review – one of two previous month’s
books

26. Books:
• Thinking Fast and Slow
• Influence
July 2013
Other
• Theme: Consumer Mind • Seth Godin Startup School Podcast #7
• Attend Conference: • Comment daily on one article from Self Directed
World Domination Summit Education Google+ circle
by Chris Guillebeau author of • Video: David Gray - The Connected Company
The Art of Non-Conformity and • HBR – The Four C’s of Customer Focused Solutions
The $100 Start-up by Ranjay Gulati
Applied learning
• Join 1 x Twitter chat / week
• Write 1 blog post / week
• Create 2 videos / month
• Join Pentacle Virtual Business School 1/month
• 1 hour / week – Business Model Generation
• 1 hour / week – Google Analytics IQ
• Invest $100 into digital marketing / adversiting
• Book Club Review – one of two previous month’s
books

27. Books:
• Damn Good Advice
• Competing for the Future
August 2013 Other
• Theme: Strategy • Seth Godin Startup School Podcast #8
• Comment daily on one article from Self Directed
Education Google+ circle
• TED Talk – Eddie Obeng: Smart Failure for a Fast
Changing World
• HBR – Kodak and the Digital Revolution by Giovanni
Gavetti
Applied learning
• Join 1 x Twitter chat / week
• Write 1 blog post / week
• Create 2 videos / month
• Join Pentacle Virtual Business School 1/month
• 1 hour / week – Business Model Generation
• 1 hour / week – Google Analytics IQ
• Invest $100 into digital marketing / adversiting
• Book Club Review – one of two previous month’s
books
• Second white paper

28. Books:
• The Fifth Discipline
• Winning The Story Wars
September 2013
Other
• Theme: Branding • Seth Godin Startup School Podcast #9
• Share insights with students of • Comment daily on one article from Self Directed
Social Media for Business Education Google+ circle
Certificate Program at MRU
• TED Talk – Dan Colbey: What physics taught me
about marketing
• HBR – Getting Brand Communities Right by Susan
Fournier and Lara Lee
Applied learning
• Join 1 x Twitter chat / week
• Write 1 blog post / week
• Create 2 videos / month
• Join Pentacle Virtual Business School 1/month
• 1 hour / week – Business Model Generation
• 1 hour / week – Google Analytics IQ
• Invest $100 into digital marketing / adversiting
• Book Club Review – one of two previous month’s
books

29. Books:
• Kolter on Marketing
• The New Rules of Marketing & PR
October 2013 Other
• Theme: Marketing & • Seth Godin Startup School Podcast #10
Communicaiton • Comment daily on one article from Self Directed
Education Google+ circle
• Share insights with students of
• TED Talk - Andrew Stanton: The clues to a great
Social Media for Business story
Certificate Program at MRU
• HBR – Unleashing The Power of Marketing by Beth
Comstock
Applied learning
• Join 1 x Twitter chat / week
• Write 1 blog post / week
• Create 2 videos / month
• Join Pentacle Virtual Business School 1/month
• 1 hour / week – Business Model Generation
• 1 hour / week – Google Analytics IQ
• Invest $100 into digital marketing / adversiting
• Book Club Review – one of two previous month’s
books
• Third whitepaper

30. Books:
• To Sell Is Human
• The Challenger Sale
November 2013
Other
• Theme: Sales • Seth Godin Startup School Podcast #11
• Share insights with students of • Comment daily on one article from Self Directed
Social Media for Business Education Google+ circle
Certificate Program at MRU
• TED Talk – Rachel Botsman: The Currency Of the
New Economy is Trust
• HBR – What Makes A Leader? by Daniel Goleman
Applied learning
• Join 1 x Twitter chat / week
• Write 1 blog post / week
• Create 2 videos / month
• Join Pentacle Virtual Business School 1/month
• 1 hour / week – Business Model Generation
• 1 hour / week – Google Analytics IQ
• Invest $100 into digital marketing / adversiting
• Book Club Review – one of two previous month’s
books

31. Books:
• The Innovators Solution
• Great By Choice
December 2013
Other
• Theme: Innovation • Seth Godin Startup School Podcast #12
• Share insights with students of • Comment daily on one article from Self Directed
Social Media for Business Education Google+ circle
Certificate Program at MRU
• TED Talk – Janine Benyus: The promise of
biomimicry
• HBR - Innovating Across The Business Model by
Peter Skarzynski
Applied learning
• Join 1 x Twitter chat / week
• Write 1 blog post / week
• Create 2 videos / month
• Join Pentacle Virtual Business School 1/month
• 1 hour / week – Business Model Generation
• 1 hour / week – Google Analytics IQ
• Invest $100 into digital marketing / adversiting
• Book Club Review – one of two previous month’s
books

32. Applied learning
• Join 1 x Twitter chat / week
January 2014 • Write 1 blog post / week
• Synthesis & Production • Create 2 videos / month
• Join Pentacle Virtual Business School 1/month
• 1 hour / week – Business Model Generation
• Book Club Review – one of two previous
month’s books
• Fourth whitepaper

33. Applied learning
• Join 1 x Twitter chat / week
February 2014 • Write 1 blog post / week
• Synthesis & Production • Create 2 videos / month
• Join Pentacle Virtual Business School 1/month
• Final project published

34. Estimated Costs:
Item Cost
Books (27 x $20 each) $540
World Domination Summit (ticket, flight, hotel, $2000
food)
HBR case studies and reprints (12 x $7 each) $72
Digital Marketing & Ads (Adwords, LinkedIn Ads, $1200
etc.)
Total $3,812

35. Inspiration
1 Headrush Crash course on learning
2 Josh Kaufman Personal MBA
3 Chris Guillebeau Alternative Graduate School Experience
4 Learning Experience Design #LXD
5 LinkedIn Answers feedback
6 Massive Open Online Courses MOOC
7 Pentacle Virtual Business School
8 100 Best Business Books list
9 Scott Young – Can you get an MIT education for $2000
10 University Of Waterloo – Self Directed Learning Tips
11 Harvard Business School – MBA marketing cirriculum
12 Hong Kong University MBA – Creativity And Business Innovation
13 MJV Technologia – Design Thinking Book
14 Ideo - Design Thinking For Educators