2013 Self-directed Learning Project In Brand Growth

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  • 1. 2013Self-directed Learning Project: Branding, Sales, Marketing & Innovation By Marc Binkley Brand Consultant & Marketing Analyst @marcbinkley Sleepingbarber.com
  • 2. Challenge:The old sales and marketing methodsto make and keep a customer don’twork as well as they once did. What are the best ways to do this now?
  • 3. Problem: Acquiring knowledge throughformal MBA or Masters programs is lengthy and cost prohibitive.
  • 4. Insights:Frank Lloyd Wright, Thomas Edison, Charles Darwin and The WrightBrothers are but a few of the famously successful autodidactics.These men are proof that formal education is merely correlatedto, not the cause of, success.The disintermediation of education by the internet has turnedinformation into a commodity. Information and self-directed tools forlearning are now low cost and ubiquitous.We can design our own learning experiences that turn previouslyexpensive formal education programs into low cost do-it-yourselfprojects.
  • 5. You dropped ahundred and fiftygrand on a fuckin’ education you coulda got for a dollar fifty in late charges at the public library. - Good Will Hunting -
  • 6. Goal & Constraints:Create a low cost learning outline that helps me reach my challenge in 12 months. Bonus: This framework can serve as aprototype for others interested in designing their own self-directed learning projects.
  • 7. Successful Outcome: A flow experience that produces aproprietary and sustainably effective sales & marketing business model based on the most successful business concepts.
  • 8. Methodology How might we accelerate ourlearning to identify patterns thathelp us adapt to the rapid pace of change?
  • 9. Learning Experience Design Be Do I Want to See know
  • 10. Learning Experience Design I Want To • Attempt to solve a provocative question so as to build in motivation to complete the program.
  • 11. Learning Experience Design See • Multimedia learning experience • Involve as many senses as possible in consumption of information
  • 12. 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 asKnow • 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
  • 13. 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
  • 14. Learning Experience Design Be • Apply and share all appropriate concepts to my own business, students and clients
  • 15. Schedule And Activities
  • 16. Consumer MindInnovation Strategy Monthly Themes: Repeat each theme twice and seek out patterns Brand Sales Management Marketing & Communication
  • 17. 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
  • 18. Marc’s Previous Top 25 Business BooksConsumer 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
  • 19. Books: • How We Decide • Predictably IrrationalJanuary 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
  • 20. Books: • E-Myth • Lean StartupFebruary 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
  • 21. Books: • Differentiate or Die • The 22 Immutable Laws of BrandingMarch 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
  • 22. Books: • Neuromarketing • Delivering HappinessApril 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
  • 23. Books: • Conversations That Win The Complex Sale • The Greatest Salesman In The WorldMay 2013 Other• Theme: Sales • Seth Godin Startup School Podcast #5• Conference: • Comment daily on one article from Self DirectedMRUShift by Mount Royal Education Google+ circleUniversity • 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
  • 24. Books: • Innovation and Entrepreneurship • Free Prize InsideJune 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
  • 25. Books: • Thinking Fast and Slow • InfluenceJuly 2013 Other• Theme: Consumer Mind • Seth Godin Startup School Podcast #7• Attend Conference: • Comment daily on one article from Self DirectedWorld Domination Summit Education Google+ circleby Chris Guillebeau author of • Video: David Gray - The Connected CompanyThe Art of Non-Conformity and • HBR – The Four C’s of Customer Focused SolutionsThe $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
  • 26. Books: • Damn Good Advice • Competing for the FutureAugust 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
  • 27. Books: • The Fifth Discipline • Winning The Story WarsSeptember 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
  • 28. Books: • Kolter on Marketing • The New Rules of Marketing & PROctober 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
  • 29. Books: • To Sell Is Human • The Challenger SaleNovember 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
  • 30. Books: • The Innovators Solution • Great By ChoiceDecember 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
  • 31. Applied learning • Join 1 x Twitter chat / weekJanuary 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
  • 32. Applied learning • Join 1 x Twitter chat / weekFebruary 2014 • Write 1 blog post / week• Synthesis & Production • Create 2 videos / month • Join Pentacle Virtual Business School 1/month • Final project published
  • 33. Estimated Costs:Item CostBooks (27 x $20 each) $540World Domination Summit (ticket, flight, hotel, $2000food)HBR case studies and reprints (12 x $7 each) $72Digital Marketing & Ads (Adwords, LinkedIn Ads, $1200etc.)Total $3,812
  • 34. Inspiration1 Headrush Crash course on learning2 Josh Kaufman Personal MBA3 Chris Guillebeau Alternative Graduate School Experience4 Learning Experience Design #LXD5 LinkedIn Answers feedback6 Massive Open Online Courses MOOC7 Pentacle Virtual Business School8 100 Best Business Books list9 Scott Young – Can you get an MIT education for $200010 University Of Waterloo – Self Directed Learning Tips11 Harvard Business School – MBA marketing cirriculum12 Hong Kong University MBA – Creativity And Business Innovation13 MJV Technologia – Design Thinking Book14 Ideo - Design Thinking For Educators