Congratulations….you too have explored other planets
People always ask me…what’s up with the alien truth?? Well……extraterrestrials really do exist And we’re living among you And our perception of the the things you do everyday Seems pretty bizarre So the alien truth? It's an outsiders view of human behavior Now take me to your leader
I guess I’m into faux’thenticity
You’re not sure If I really believe my extraterrestrial claims Am I a real person in a made up world? Or a made up person in a real world?
Or if I’m the real thing?
Ever since I got dropped here by my planetary compatriots Actually…..I woke up naked in a central ill cornfield With a piece of paper in my hand that said schwinn on it……
I have been informed that you are the &quot;collective&quot; that makes it happen? if you watch star trek, you might be like the borg All connected A conscious collective of service….. Resistance is futile You will be assimilated Flying through space in your own little ski mountain universe cube
Working together like a well oiled ant farm?
Before we got any further so what’s up with the tv screen?
well..as an alien I’ve been studying human behavior and think tv has the best chance at holding your attention. think 1/2 hour tv sitcom I figure it might work because nowadays 30 min is how long the average american thinks it should take to solve their problems? man…..i love this planet…and i love your country….
My experience gives me an interesting perspective of the enthusiast mindset From both being on your planet and also being able to orbit it So this alien knows enough to be dangerous
Can I talk about 7 yr olds for a minute? Don’t worry I’m not going to get into some “innerchild” discussion But I will ask you to open up a bit of your 7 yr old brain for a few minutes today -When you’re 7 your physical body is beginning to take on a few adult like characteristics -Your permanent teeth start coming in but your mental state is more like a 7 year old Open minded, non-judgemental, passionate, fun and full of energy Childish innocence and enthusiasm Most important you’re CURIOUS….... And sometimes that curiosity comes with non-conformity…. And since we're all in a new world …a new normal that's changed and very different Non conformity could be a good thing Personally? I spend some time every day thinking about being a 7 yr old
Today I'm hoping we can hallucinate together
I mean……legally hallucinate together? i’ll throw a bunch of stuff out to you (share) if we get lucky you can grab one or two nuggets
would like to get something off my green chest I have an issue.... Sometimes I get a case of an earthly affliction called tangenitis And go off a bit Luckily my current &quot;medication&quot; helps me to catch myself and then I get back on track But if I don’t….feel free to stop me
We are going to cover alot in one hour I'm going to firehose you With ideas, thoughts and alien observations We’ll fly at 30,000 ft sometimes And sometimes we’ll dive down to 1000ft This could be the mother of all mtv edits of a 60min cosmic chat
Will present some ideas that may be right on the money for you Some may be a few rings out And you will have to adapt, dial in, connect the dots
-key to many ideas is to be able to tweak to your brand and markets
And there may be some moments of “spring training” ….. Figure…what the heck the bazillion dollar pro’s do it every spring We might hit some basics to bring us back to center as you kick the season off….
Btw on this planet I'm a big fan of beg, borrow and steal Which could means nothing I show you is original Beg borrow and steal is also Looking at other industries, categories, products, that are related, connected, unconnected And see what you can use, adapt, tweak and leverage Sales, marketing, display, merchandising, promo, advertising, positioning, how they leverage the constraints….etc. Once took a senior management team from telluride ski area to las vegas for 3 days On a beg, borrow and steal trip We worked a lot and played a bit Took home some wonderful ideas the team &quot;tellurized&quot; that made the ski area better
And before I forget The disclaimer Never take advice from an alien We'll only present ideas you can take them or leave them We never take it personally
They tell me your mission on this planet At least for the next 150 days or so Is to….. -exceed expectations -lead by example -create memorable guest experiences -every guest is a v.i.p. And if you do these things well You will……
Solve my problem And make me feel good Maybe I can sum it all up Maybe This could be my last slide? Because on this planet? And especially in this country And for your guest This is what It's all about Hey…it's why they come And why we're all here…. Ok…I lied about this being the last slide….
When you make homo sapiens feel gooid the human prefrontal cortex gets all jiggy It actually glows a bit……
On a side note remember…….. we talked about being a bit like a 7yr old??? When they asked einstein A guy who knew how to make his prefontal cortex glow why he was such a brainiac….he said it was his ability to ask the most childlike questions
Exactly 5min and 22 sec ago we talked about 30min sitcoms and human problem solving But the reality is that in your modern world everything is even faster now earth is now just one 5min segment after another &quot;this 5 min of your life”
And It's about how long a &quot;type a&quot; personality can pay attention Or how long they'll wait for an answer
It’s the new A.D.D. that everyone seems to have
So with that in mind And if you haven't figured it out yet This presentation might be a bunch of 5min presentations To try and keep you interested
On a side note….. I think to keep things in perspective sometimes The definition of an expert is someone who lives more than 50 miles away Was thinking Since the majority of your guests come from more than 50 miles away Does that make them all experts??? 50 light years away?
Technically branding is the business I've managed to make a living at While trapped on earth So I wanted to take a moment to show you how it all got started This is what branding used to look like
But now branding looks more like this
Btw…… most people don’t know that branding has thousands of years of history...... All the way back to the ancient egyptians
btw My unofficial definition of marketing? Everything it takes to take a product from the drawing board and into the hands of the ultimate consumer Might mean all of you are part of the mkting dept all of you are part of your product all of you are part of your brand
There’s literally hundreds of thousands of brands out there Lots of clutter
Earthlings…. When we fly down low in the ufo This is what we’re seeing Your stuck in this clutter whether you like it or not……
So before we can define a brnd Let’s talk first about what a brand is not
Its not a slogan
It’s not an ad campaign
It’s not a ceo talking head
It’s not a website
It’s not a sponsored athlete or spokesperson
All of these could be elements of your brand strategy But they aren’t your brand Your brand is more than logos, things, funny advertising….. Ultimately you’ll want to link these types of strategies together Along with every other piece of your organization It’s called Driving your brand thru all lines of your business….. And we’ll touch on that stuff with some ideas later
Now lets talk about what a brand is…..
product with character personality and love What we really crave is not just material but material with meaning You love your new car Your new ipod…….or your new iphone The quirky personality of target Or how walmart lacks any or all personality Think about product…your service, your experience….. How much love is there? Character? Or personality?
Stories and experiences In my quiver of snowboards I have an arbor…….wood top is very cool looking It’s created stories for me I’ve met people thru it Fashion…..what happened when you wore that special dress? (women of the audience) I actually have a “money” shirt Think…..The brands you use in your retail environment, the experiences yor provide to your customers if all goes well…….they represent stories around a watercooler When it’s done right they all provide a story (try to tie in here with paul kirwin….????)
Brands are memorable I remember foods I ate as a kid You remember songs, bands, music, movies for many years after you’ve experienced them
I’ve heard stories about schwinnn stingrays you wouldn’t believe We actually stopped wearing logos on planes, trains and automobiles … ..because of the ‘schwinn stories”…that you had to listen to They’re all 5-6 min and you dare not interrupt or they get mad at you! Companies that make money selling candy from the 50,60,70, 80’s -THE GOOD NEWS -EVERYONE HAS A SCHWINN STORY -HIGH AWARENESS
Sometimes events in our lives and brands that wrap around them can permanently change us First dates, weddings, births, Of course, There’s moving, death, divorce..the 3 most stressful things that can happen to you There’s also other moments……a first kiss Maybe someone talks about the backseat of a car They can usually tell you the make, model, color, year…etc….etc….etc You get my point Some of these moments are associated to brands or products or services yes…someone on their first hike or camping trip or paddle…that can change you (hold up cell phone and say…this permanently changed all of us) And your product and service has the ability to do the same
You can’t break your brand promise Actually nowadays it’s not a promise….it’s an expectation Break the promise Don’t meet the expectation and you lose your mojo
A cool place can be real or in your head It can be retail….. Apple stores are pretty cool ($4000 per sq ft….and they said it wouldn’t work) And a website is a cool place also Fashion takes us to a “cool place” You become part of a club (HOG; harley owners group) (AARP) or There’s all sorts of ways to join the club today You get the picture???
A great brand means something They are EMOTIONAL Most of the time it’s not about logic and rationality It’s about emotion….actually business is mostly about emotion The stock mkt?….do you really think it’s driven by logic? CLICK FOR STARBUCK IMAGE Starbucks coffee is overpriced, too strong and I personally think it’s bitter But when you’re standing in an urban environment (streetcorner) with your cup in your hand Of course, with the green label pointing out It says something about you
Your products and services should be a direct reflection of your brand What apple stands for and what an ipod looks and works like are pretty well aligned When I was at telluride we worked hard to make the product and the brand come together in a fun kinda way It took us 3 yrs to implement it but worked…the last 2 years they had their best years in the history of the resort Nascar Walmart Wired magazine land rover Bottom line…… brand screened innovation reduces risk, increases return radio shack is kinda geeky and their employees are usually of the same ilk
In a Perfect world? When they truly love you it's a major buzz Think of the emotion of a teenager in love Companies can make love too yknow……
It's why people talk about you, because they love you (or hate you?) You first gain their respect and then you get their recommendation
Love is not easy, it's complicated If you're married or have a significant other you know that relationships are a full time gig! Bottom line When it happens you know it….you're in love But you have to work at it daily
Just a thought….. Love involves talking We don't shut up when we're in love, right? You can talk on the phone for hours….. Or stay up all night gazing into each other's eyes and talking
You…..yes you…… must help the love and passion grow and If you want them to declare their love? You'll need a little bit of romance
You'll need some love tools To build some romantic talk value
With my clients these are some of the tools they are using…. cool tools like….. -your products, your staff, your location, crazy stunts, communication, goofy promo, store events , social media, emails -let'em know you understand them… Whether you like it or not…you gotta touch all these contact points And now you gotta be good at it And know when and how to turn up the volume level
Love means you have to get out of the lazy boy go to parties, bars, clubs, friends, online And whether that's figurative or literal You get the point
If we were going to wrap it up in one slide What are the functional benefits you offer to your customers? The logical core And what are the emotional benefits you present? The emotional wrapper????? What one thing…not two or three will you say to them to make them love you Be part of your club?
Everything is Branding vs. There is Branding and Other Stuff We’ve all sat in meetings where the inevitable question arises, how much should I spend on branding and how much on retail/promotions/events? I’ve actually seen a marketing director hold his hands out to his side like a giant scale and tip back and forth as he weighed (literally) his options. That’s the old way of thinking. The new rule is that everything that touches the consumer is branding. Everything is media and all media is a branding opportunity. All of it should link together….. (fyi that’s both good and bad, cuz if you do something right it rubs on you and if you do something wrong it links to you)
It's an interesting balance You all carry the company brand personally And still have our own personal brand It's an interesting balance It can be fun
There’s the power of the company brand and then there’s you You represent it That’s right it’s all about you Ok….enough…..let’s keep moving
So let’s boil it down what was just said in the last 12 minutes or so into two slides….. This isn’t about selling shoes it’s an experience
This is not about cheese, red sauce and pizza dough it’s stories about your kids….. (and a madhouse all wrapped up into one…ha!)
And if we were going to distill it down to one slide….?????? mmm….brand good….. Can anyone do a homer simpson impression? Please give it a shot
The key to survival on your planet may be about being clever -used to be only the strong survive -darwinian in nature -finding out it's more than size and strength when it comes to solving problems….?
So what is clever all about? Oh….wait a minute this is a cleaver??
Skillfull Well laid Cunning Witty Teachable smart
Being clever is NOT about being a bulldozer
It's more like being a bobcat Nimble, adaptable, quick, easy to run
So if the unclever are bulldozers And the clever are bobcats you should be able to run circles around themm
And if you have to You can even drill a big hole Without moving the car This is a clever way to solve a problem 8-)) Ok….we’re rolling
here's another reason your guests go out of their way to come here Play is everywhere the first steam engines & airplanes were toys And btw One thing 7 yr olds have is the &quot;drive to play&quot;. They Need it to help generate a rapidly developing brain They are &quot;built to play&quot; As adults your brain isn't developing as much, your play drive is not as strong So you gotta think about it…..
I always like to encourage some planetary play Having fun at work, enjoying what you do lab evidence there is play deficit like well documented sleep deficit when play is denied mood darkens
This is kinda my home turf And not to get too schmaltzy on you But the universe is playful and creative -play is the bounce in a ball -a dance instead of a march -meaningless moments that makes a day memorable -it's why they buy your stuff Ok…you get my point (6 minutes to this point)
And speaking of play And this will be my last einsteinyism &quot;I thought of that while riding my bike&quot; -Albert Einstein, on the theory of relativity. I personally like to ride bikes And some of my best ideas come while maintaining my balance and moving forward Just like your business should be
Am I tripping by showing you this slide? A lot of businesses say they’re more about experiences than about product……right? I just wanted to show you This because it’s why you need to be authentic, etc.) It’s the difference between cheap crap And expensive one of a kind moments
I’m not sure I’m a creativity expert However have been involved in it for a number of years (gray hair) Not good at advice But better at ideas and collaboration So I’d like to share with you today And you can share back maybe????? ha some say creativity is the childlike ability to see the world from a unique perspective
The universe is the epitome of disparate elements It is creative…I mean it created us And they say creativity = consciousness This beautiful galaxy is tilted at an oblique angle on to our line of sight, giving a &quot;birds-eye view&quot; of the spiral structure. The galaxy is similar to our Milky Way, but our favorable view provides a better picture of the typical architecture of spiral galaxies. M81 may be undergoing a surge of star formation along the spiral arms due to a close encounter it may have had with its nearby spiral galaxy NGC 3077 and a nearby starburst galaxy (M82) about 300 million years ago. M81 is one of the brightest galaxies that can be seen from the Earth.
creativity can solve almost any problem. the creative act, the defeat of habit by originality overcomes everything. george lois
-breaking habits makes new neural &quot;connections&quot; -because it's all connected -breaking nervous system patterns -lefty mouse
Would like to officially announce the death of the word innovation on your planet It still exists but is way over used It doesn't mean what it used to And yes….you'll always have to be &quot;innovative&quot;
Instead you should be inventive
From a business standpoint Creativity is doing more than dropping a price, it’s giving a user something they haven’t had before. (solve my problem, make me feel good) -even experienced groups find that the well runs dry after interacting with the same people year after year Some say creative people are highly motivated and are into “discovery” The more you engage in creative thinking the better you get at it
- artistic creativity: original book, painting, music - discovery creativity: new product concept or archimedes leaping out of the tub yelling “eureka” - humor creativity: something special about this because it involves seeing the world in a different way, and that is essential for creativity. -in reality? creativity is “blanket” term; every act of creativity merges the three
-narrow vision -comfort with the status quo -lack of focus or commitment -fear of mistakes -tepid team spirit
-we become inventors -learning without restraint, exploring without fear of course...this stuff we’re talking about right now? as the master says..... easy to say and hard to do........
-creativity only lives when you build, ship and deliver
“ the two most engaging powers of an author are to make new things familiar, familiar things new” william thackeray
You can't always be creative alone It's takes more than one And that involves -networking…..netpuking -take yourself out of your comfort zone -when not traveling get out at least 1-2 times a week with people you don't know -borrow and share some energy with them? Who knows what you might come up with?
-everything on your planet contains energy -energy contains information -learn to borrow and share energy -use action/non-action
But the extraterestial emmisaries believe that pie is love The alien alliance has always come in peace……or should I say we come for peach…pie that is We keep landing on your blue planet……. blueberry planet Because earth has the best pie in the galaxy, the universe…and beyond…..… peace on earth could be dependent on a piece of pie Maybe this alien is emotionally connected to pie because it’s round….like this planet, the solar system and flying saucers
In space? we don’t worry about black holes……we’re thinking pie holes You can eat it, share it, make it, and unlike other foods its’ ok to throw it too Apple, cherry, banana cream, strawberry rhubarb; pumpkin, pecan, and my personal favorite…
moon pie….we love em all ok….Besides the fact that the space cowboys and I have pie issues…… I’ll take this opportunity……earthlings me and the planetary pie patrol are begging you to go out and perform some random acts of pieness. it’s your mission to spread the love of pie and I ain’t talking 3.14159
Buy a pie, make one with your kids, hand out slices to perfect strangers, take one to a business meeting Pie is like the force and it has the ability to change the evil ones from the dark side. maybe you earthlings should ship in free pie to the middle east …… it could be the end of al qaeda…..they’ll change their name to al pieda Glad I got that off my chest….whew But how can pie relate to your business…not sure But here’s how a radio station did it
Oh….one last thing Yknow it’s a good day When you’re hot beverage Gives you a smiley face after stirring About 6 mos ago…I was stirring this one up early morning And I just had to take a picture of it…. Life is good!
I must be a lucky alien Because it’s happened to me twice
But first….used to be people didn't have the time or the money They never didn't have the time and the money I know you may be tired of hearing this but we all gotta expect change now more than ever And if you're not prepared for it. You'll be unlucky The definition of luck being prepared for the right opportunity Bummer…..Change means doing things you didn't have to do before Or doing things you don't like doing This last bullet point you may not be comfortable with…. Think about…… -you should be the one to destroy your own business model Don't wait for someone else to do it for you I've destroyed mine several times and am doing it again and we can have that discussion on how I'm going to do it off line if you want
Interstellar irony Cosmic confusion consumers play rough, even when they like you. we're on our way to taco bell and we're calling it taco hell. it's the way they play with their friends nowadays
first rule of business: retail or wholesale is simple, in any industry, just do what you say are going to do. i could charge $1000/head teaching this some weekend. don’t make excuses, just commit and follow through. this should not a differentiating proposition in my mind. it should the benchmark of basic inclusion in the business family, but for many it is an insurmountable challenge – i’m sure you have seen it hundreds of times.
I’m hallucinating a bit here but when I think about all the different levels you connect with your guests at It makes me wonder? what business are you really in? Tour and travel? Vacation? Family….the much wanted 3 generation get together? Escape? Distraction sleep Fun Relaxation… make me forget business
I’d like to close with a few lovely quotes
The definition of freedom is making your numbers
So there's only 5 minutes And to make it even crazier It's seems to be getting a bit too territorial
Of course there’s the large territory of the universe,
Your planet is a territory
The territiory even drills down to a grocery store line,
Laptop, cell phone, smart phone
Everyone has their own little territory Even when they are visiting you humanoids are trying to live in their own little bubbles
There’s such a thing as “territorial “thinking” and In this forum being territorial thinking would be, “I’m too busy trying to cover my own butt&quot; The best customer service Solving problems and making humanoids feel good comes from the collective
I can feel the love……
It's time for some orbital observations, ideas, and thoughts These are Things I see, hear, feel, taste, smell on a daily basis And examine with some additional extraterrestrial senses I can't divulge It's up to the minute stuff I try to learn from these observations of your earthlings I'm going to get a bit crazy now and may move quickly We'll not only look at things going on your blue planet but also try and tie them to tactics for your business Please hang on
They say if you are seeking a master That at the same time a master is seeking you
And then I found mine….
And I first learned from this master that we are all students together Especially since Most of the time us spacecowboys are cosmically confused by human behavior It only makes sense that we are Learning from and teaching one another
I also learned That anyone
And anything can be your master at anytime
And I mean anything……
So I’m standing in a hotel lobby Can’t even tell you where They all seem to just run together Anyway I’m waiting for some colleagues to go to a meeting I’m getting antsy and nervous And I notice a large wall of mirrors And cleaning them is this petite woman…obviously some kind of housekeeper
And she’s not cleaning them like this
Or like this
And it was more than this
she was like this….
Can we talk for a second about the difference between standardized service
And stylized service?
Standardized services is always greeting a guest within 10 feet by saying “ hello, how are you…” vs. we always kneel when we’re talking to kids – get to their level
The key to stylized service is being in the moment, being present When you’re there nothing else matters btw…..(this could be the hardest thing you’ll ever do? Is it for me!) More on this later…. Stylized serviceI is also adjusting your spinal tap volume level somewhere between 1 and 11 -in the public speaking business it’s called audience adaptation In other words if you’re speaking to the women’s temperance union….you shouldn’t talk about how great a cold beer tastes with pizza Another tip on this is “modeling and mirroring” behavior…if they are in a hurry, you should move to Btw….two must see movies……spinal tap and mars attack Please don’t watch them back to back or your head could blow up
some call it mind adjustment It's the ability to self tweak To take the chill pill to be able to recognize and change your viewpoint My mind needs to adapt to…….(fill in the blank) And maybe just for the next 5min
Mind adjustment is the first step of personal insight So what if you get cut off in traffic Do you have to freak out
A colleague of mine describes it as being able to whack yourself in the head with a 2x4
You become impervious to random acts of disconnection No matter what you can handle it All sorts of things are going on around you to disconnnect you And you’re trying to stay connected Gavia story? Italy bike shop, at least one thing will go wrong on this trip. When it does we'll
A few months agoI was lucky enough to go on a bike ride in the italian dolomite mtn range With gary erickson, founder of clifbar He’s not only an earthling client but also a great friend (and that doesn’t happen all the time) anyway He's a great rider and invited me along for this intense ride that changed my life 9 days, 650 miles, 67k ft of climbing Anyway we had many business conversations while riding Many about about solving problems It was encapsulated in three sorta 4 steps Assess, adapt and act And this formula I learned from gary is great for business, personal, guest issues, and even in the mountains
Just an orbital observation…… If you give direction or give directions the right way People never feel like they are being bossed around Some people are laid back and easy
Or maybe sometimes you need to have a deep understanding of the term “hair on fire”
Or should I say hair on fire?
Anyway Finding out what they need and Taking charge of the situation
And then giving direction then feels like support to the people you're helping
If you give direction or give directions the right way People never feel like they are being bossed arouund On the contrary Your ability to find out their needs Take charge of the situation And give direction then feels like support to the people you're helping You are putting their comfort in your hands And they know that and love you for it
It’s what amazing about your planet You’re all connected But your all a lot or a little bit different
This is the love triangle We used this formula to Unleash people’s personalities (because people are the most important thing you have) In the ski business you have anywhere between 500-1500 seasonal employees… you train em and get em up and running for a 140 day season…… You need your staff to interact, be friendly and have fun with your customers. The more love we spread on our customers The better it all gets…….it’s that simple…….brand, respect and love -Mistakes are opportunities, let’s only make’em once -Encourage initiative and risk taking within the love triangle parameters they fired the excellent employee that danced around when getting people on the lift we hired her back Hard rock casino does this well….
One of my favorite exercises to work with clients is the worst idea exercise Where we come up with bad ideas That we know won’t work But then try and build off them Use them to spark some productive ideas
So what if you make a bad first impression? Here’s some lunar logic for you If you went out of your way to screw it up the first time you met someone Just think how hard you’d have to work to get over the second time you met them That is if there was a second time? Ha! Yes…you can recover from a bad first impression But you have to be so good, try so hard and devote so much of your energy towards it that it's hard to succeed So if you acted like you did on the second impression during the first bad impression Am I making sense? You catch my drift &quot;Success depends on what you do on the third and fourth tries.&quot; -John Michener
One more worst idea No more phrases or quote Have you seen any of these? With a whole bunch of phrases If all it took was a catchy phrase you wouldn't have to go to training You don't need a phrase you need action On their own are useless Unless you do them, action, behavior, embodiement, you have to be those things Be the ball……caddyshack (show ideas into results slide here) There's a difference If your top 10 things inspire people, a great reminder Vs. the 10 things that everyone rolls their eyes over It's not about naming it's about doing Cognitive behavioral therapy : thought, word, action The process by which anything ever occurs You think about it…..you get this idea You talk about…….it brings it into being…..customer service phrases usually stop here Then you move to action., Won’t insult intelligence Reason you’re here Establish baseline standards…elicit and list: again standardized v stylized (always greet guest within 10 feet by saying “hello, how are you…” (Pebble Beach)…vs. we always kneel when we’re talking to kids – get to their level Will create more comprehensive list but in small groups come up with top 3? 5? List on flip chart Things to do...but what not to do...
ideas That you can apply to your own gig If that happened My mission on earth would be complete
½ and ½ and then split Don’t expect to know everything But know resources Research – web site, your products, knowledge is power…
basic humanoid needs Fee o be emotionally affected by: to feel one's disgrace keenly. 6. to experience the effects of: The whole region felt the storm. 7. to have a particular sensation or impression of Understood to be thoroughly familiar with; apprehend clearly the character, nature, or subtleties of: Welcome a kindly greeting or reception, as to one whose arrival gives pleasure: Important: entitled to more than ordinary consideration or notice Comfortable being in a state of physical or mental comfort; contented and undisturbed; at ease:
Iq = the number, the capacity of your gray matter Eq = emotional intelligence (book by daniel goleman) Vq = doing the right thing, good deeds
Listen, humans may need some time to vent Empathetic vs. sympathetic Apologize Solve the problem Thank them
whew....the last slide..........most people think passion is really loving someone or something or being very energetic or an excitable boy or girl actually......the definition of passion is “ the intensity of complete attention” J. krishnamurdi passion is complete focus on something sometimes it’s being a bit of a monomaniac passion is about you...compassion is about others it applies to everything we do in branding/mkting/product development it’s listening, co creation, it’s conversing and it’s selling....... it’s driving your brand thru all lines of your business and that is a whole nuther presentation.....we’ll have to hold it for another time we’re out of time.....i just hope you can all have passion in what you do remember.....the intensity of complete attention thanks for your attention today...it’s been great sharing this time with you
You can never not communicate The danger zone is this orbit we all can get in from time to time Where there's an illusion that you are communicating and you really aren't It's almost as if you can never overcommunicate
Just like the warp drive in a ship The engine in your car humans can run a faster 5k at 70 than at 95…right? You want your body to run as cool as possible Physically and mentally In a previous life I was in the music biz When you living with a bunch of others in close proximity 24/7 Everyone at one time or another makes a comment that ticks someone else off We had a system That actually worked pretty well You knew you crossed the line when someone said, “that’s your one as**hole” comment for today” Third one is pretty self explanatory You never know So you might as well try…..
Hey….good news Guess what folks…..you don’t sell nuclear bombs….. Congrats and good for you
And even better you don't work for a cigarette company
No….you sell something very cool The magic mountain
Think about it…… why was Folgers coffee better?…mountain grown
. Been to Disney World….?Did you go to Space Mountain
? Moses went up the mtn to get the 10 commandments.
I mean moses went up to the mtn to get the 10 commandments
Prudential Insurance….you get a piece of the rock.
Coors?…rockdy mtn water makes it the best
and finally lets go back in time, the Egyptians didn’t have mountains so they created their own. And of course we helped them
Lets face it….people from the midwest drive up to the mountains, go shopping in vail, where the 7-11 is really a 700-1100, buy a ski sweater and they’ve had a mountain experience. This is good behavior!
YOU CONNECT The Mtn, The Social aspect/peers, Emotion/Experience, Escape Emotional Gateway - you step through it and can never return….
Botom line, All of you are the spark that drives it…….
How you carry yourselves and each other
So decided to close by listing some strategies for a great event……..whether consumer or trade Make sure you’re easy to do business with Whether it’s on the retail floor or a branded message, don’t overload them with too much complexity Remember they are humans…earthlings are social…..they wanted to be loved….and treat them that way….spread love all over them Measure everything….track, data capture, be nuts about it Don’t be afraid to change….even if it’s on the fly….sometimes things can get “fluid” Create cool touchpoints where they can get involved and feel your earthling love Be bold and brand as many moments as possible: Whether it’s street signs, buildings, bodies, events, ideas, information whatever is relevant to your needs is likely to be there for the taking especially if no one else has thought of it yet…use your creativity… Use your ideas and then choose the medium
Take a moment to honor some humanoids that are no longer with us…..
All pop icons in their own rights You can say what you want about him and the awesome auger, the oxiclean, the mighty putty But he was in people's living rooms every day And made a boat load of dough on pricepoints of $14.99 and $19.99 and that ain't easy What can you learn from billy? -Branding…&quot;hi billy mays here…..&quot; you know exactly what was coming. The voice, the grin, the blue shirt said…something useful and affordable is on the way -He always solved a problem Other than him screaming… he was compelling for two reasons One….he gave a &quot;wow&quot; demo of some type And he showed real value (but wait there's more) What's your value prop? Price, quality of the product vs. others, versatility, service. Leverage this in your messaging -use a call to action (here's how to order, call now!) You got their attention, showed them a solution to aproblem, told them why it's worth it to take a look Now ask for the order…or at least for a visit Remember the words &quot;buy&quot; &quot;join&quot; &quot;get&quot; &quot;shop&quot; Plant the idea of taking you up on your offer So maybe we should all be more like billy???
gregg bagni intro: gregg spent seven years (49 dog years) as the svp of marketing & product development for schwinn cycling & fitness in boulder, colorado. he was part of the senior management team that successfully carried the ailing icon back to the number one position in the u.s. marketplace. after closing his tenure at schwinn gregg re-entered earth’s atmosphere and launched alien truth communications, a colorado based strategic brand and communications consulting firm. ad age magazine voted him one of their “top 100 marketers” due to his inventive management style, understanding of the enthusiast mindset and ability to get earthlings to work together. he has appeared on the today show, good morning america, cnn and numerous other current event programs. bagni’s client short list includes companies like: yakima, pearl izumi, clif bar, telluride ski area, swix, kodak, nvidia, colorado ski country, giant bicycles, w.l. gore, manfrotto, sage, rio, rei, perception, dagger, timberland, sierra designs, golite , eaglecreek, cannondale sports group and the true mind center for traditional chinese medicine. he has also provided pro-bono services to the international mtn bike assoc, bikes belong, csu, salvation army, thirst-aid.org and the national gold medal winning bob burger recreation center in his hometown of lafayette, co. he claims he's not from our world and sometimes i actually believe him……
astral agenda <ul><li>-the alien truth & 7 year olds </li></ul><ul><li>-branding love mashup </li></ul><ul><li>-clever, play & creativity </li></ul><ul><li>-keeping it realist </li></ul><ul><li>-orbital observations </li></ul><ul><li>-earthlings, relationships, you, tour&travel </li></ul><ul><li>-quick drive-by ideas around your big 4 </li></ul>
key is ability to tweak ideas to your brand & markets
<ul><li>baseball spring training </li></ul><ul><li>go back to basic?….grassroots </li></ul><ul><li>set the wayback machine….have you forgotten what brought you to the party, what made you big in the 60’s, 70’s and 80’s? </li></ul><ul><li>(baseball spring training photo?) </li></ul>
contribution mode (need photo of something representing contribution?….collection plate, good will guy, how bout a guy on a street corner panhandling?) beg, borrow, & steal
<ul><li>never take advice from an alien </li></ul>disclaimer
-exceed expectations -lead by example -create memorable guest experiences -every guest is a v.i.p.
your products/services should be a direct reflection of your brand your products/services should be a direct reflection of your brand your products/services should be a direct reflection of your brand your products/services should be a direct reflection of your brand
like like is diluted love mediocre wishy washy the “like” of the sport? i “like” ny tshirt? romeo “liked” juliet? love powerful changes everything disruptive conquering the root of good stuff in past and future difference between like and love
<ul><li>clever? </li></ul><ul><li>-skillful </li></ul><ul><li>-well laid </li></ul><ul><li>-cunning </li></ul><ul><li>-witty </li></ul><ul><li>-teachable </li></ul><ul><li>-smart </li></ul>
<ul><li>"the strong take the weak, and the clever take them both!" </li></ul>
<ul><li>the first steam engines & airplanes were toys </li></ul>play is everywhere
encourage play <ul><li>when play is denied mood darkens </li></ul><ul><li>lab evidence there is play deficit like well documented sleep deficit </li></ul>
<ul><li>the universe is playful and creative… </li></ul><ul><li>the bounce in a ball, a dance, </li></ul><ul><li>meaningless moments makes day memorable </li></ul><ul><li>it's why they buy your stuff… </li></ul>
"I thought of that while riding my bike" -Albert Einstein, on the theory of relativity. … maintaining balance by moving forward.
differentiated competitive position undifferentiated the progression of economic value extract commodities make goods deliver services stage experiences offer authentic experiences market pricing premium
<ul><li>what the </li></ul><ul><li>!&#@*# </li></ul><ul><li>is creativity? </li></ul>the childlike ability to see the world from a unique perspective
to combine disparate elements in a way that makes sense to the creator
<ul><ul><ul><li>creativity can solve almost any problem. </li></ul></ul></ul><ul><ul><ul><li>the creative act, the defeat of habit by originality overcomes everything. george lois </li></ul></ul></ul>
<ul><ul><ul><li>-breaking habits makes new neural "connections" </li></ul></ul></ul><ul><ul><ul><li>-because it's all connected </li></ul></ul></ul><ul><ul><ul><li>-breaking nervous system patterns </li></ul></ul></ul><ul><ul><ul><li>-lefty mouse </li></ul></ul></ul>
there’s only one way out….creativity <ul><li>-change is the name of the game </li></ul><ul><li>-innovation inventiveness is essential to keep you head above water as waves of change keep rolling (get you off your tippy toes) </li></ul><ul><li>-without creativity you’ll be rolling out the same old solutions to new problems </li></ul>
<ul><li>-terrestrial tunnel vision </li></ul><ul><li>-comfort with the status quo </li></ul><ul><li>-lack of focus or commitment </li></ul><ul><li>-fear of mistakes </li></ul><ul><li>-lousy team, bad energy </li></ul>what stops creativity?
-we become inventors -learning w/out restraint, exploring w/out fear -start with your own world of influence and responsibility -trust your ability to create newness
creativity only lives when you build, ship & deliver
<ul><li>“ the two most engaging powers of an author are to make new things familiar, familiar things new” </li></ul><ul><li> william thackeray </li></ul>
our heads are round so that thoughts can change direction. –francis picabia, painter and poet (1879-1953)
pay attention -orbitally observe earthlings all the time -think alien'esque or seinfeld'esque or something'esque -if you weren't from this planet…how would things look? -carry an idea diary to keep your brain in shape -use your camera to record things -use all 5 senses (maybe 6?) -actively listen -leadership is paying attention
don't go it alone <ul><li>-find partners & collaborators </li></ul><ul><li>-find safe places to bounce ideas off of, others you can share your energy with </li></ul><ul><li>-you don't have to be alone to be creative </li></ul>
get creative making contacts -networking…..netpuking -take yourself out of your comfort zone -when not traveling get out at least 1-2 times a week with people you don't know
<ul><li>black hole syndrome </li></ul><ul><li>(black hole photo) </li></ul>energy -everything on your planet contains energy -energy contains information -learn to borrow and share energy -use action/non-action
wow….we just covered <ul><li>-the alien truth & 7 year olds </li></ul><ul><li>-branding love mashup </li></ul><ul><li>-clever, play & creativity </li></ul>
-always be prepared to change quickly new wave of time & money scarcity -expect change, embrace change -you should be the one to destroy your own business model
consumers play rough, even when they like you. they're on their way to taco bell and they're calling it taco hell. it's the way they play with their friends
first rule of business: retail or wholesale….. in any industry, just do what you say are going to do. i could charge $1000/head teaching this some weekend. don’t make excuses, just commit and follow through. this should not a differentiating proposition in my mind. it should the benchmark of basic inclusion in the business family, but for many it is an insurmountable challenge – i’m sure you have seen it hundreds of times. -guy who didn’t want me to use his name
<ul><li>what business are you really in? </li></ul>tour and travel? vacation? family, 3 generation get together distraction fun relaxation make me forget business sleep escape
“ pretend that every single person you meet has a sign around his or her neck that says, “make me feel important.” -mary kay ash, founder of mary kay cosmetics
standardized service vs. stylized service <ul><li>-being in the moment </li></ul><ul><li>-adjusting your spinal tap volume level </li></ul><ul><li>-audience adaptation </li></ul><ul><li>-modeling/mirroring behavior </li></ul>
<ul><li>the first step of personal insight </li></ul>
<ul><li>impervious to random acts of disconnection </li></ul>
<ul><li>Assess, adapt, act </li></ul><ul><li>Insert gavia video here????? </li></ul><ul><li>Assess, adapt and act </li></ul><ul><li>Gary: attend, adapt, act (added anticipate) </li></ul><ul><li>Assess : ask yourself the hard questions and face the facts </li></ul><ul><li>Adapt : how do we move forward? Analyze each piece? Look at moves to get you going again </li></ul><ul><li>Act : bust a move, take the risk, be prepared to take action </li></ul><ul><li>The fourth which is actually the first one you add in when you start to get proficient at the other three? </li></ul><ul><li>Anticipate </li></ul><ul><li>You begin to get a handle on what is on the way (sometimes!) </li></ul>
No more “phrase that pays”. <ul><li>How may I help you? </li></ul><ul><li>Guest service is an attitude not a department! </li></ul><ul><li>There’s no traffic jam in the extra mile, because no one is going there. </li></ul><ul><li>If we don’t take care of our customers, someone else will </li></ul><ul><li>And so on and so on.... </li></ul>
turn ideas into results turn ideas into results
guests never want to hear… <ul><li>-no…we can’t do that </li></ul><ul><ul><li>let me look into that… </li></ul></ul><ul><ul><li>in the meantime, we can (provide alternatives)… </li></ul></ul><ul><li>-it’s company policy </li></ul><ul><ul><li>do you really want to say policy is more important than them? </li></ul></ul><ul><ul><li>show them how the policy has a benefit to them </li></ul></ul><ul><li>-i don’t know </li></ul><ul><ul><li>concierge exercise </li></ul></ul>
four basic guest needs <ul><li>to feel understood </li></ul><ul><li>to feel welcome </li></ul><ul><li>to feel important </li></ul><ul><li>to feel comfortable </li></ul>
Lifties = gateway to paradise You work where other people play Don’t take it for granted Telski story : buttons, haircuts, facial hair, fire and rehire
<ul><li>service = information plus personality </li></ul>
LAST <ul><li>L Listen </li></ul><ul><li>A Apologize </li></ul><ul><li>S Solve </li></ul><ul><li>T Thank </li></ul>alien abductions process 1…listen :
Nothing common about common sense Almost everything is learned It has to be taught, practiced, noticed and rewarded.
7 laws of influence <ul><li>Reciprocity : you give me something I’ll give you something </li></ul><ul><li>Authority : we’ve been in business 46 years </li></ul><ul><li>Social proof : this is our most popular model </li></ul><ul><li>Commitment/consistency : all cars go thru our 27 point safety check at no charge </li></ul><ul><li>Liking : people buy from people they like </li></ul><ul><li>Scarcity : we only have one left in stock </li></ul>
<ul><li>Communication </li></ul><ul><li>The illusion that it's happening </li></ul><ul><li>You can never "not communicate” </li></ul><ul><li>But you don’t want to over overcommunicate </li></ul><ul><li>But you have to over communicate? </li></ul><ul><li>The opposite of love isn’t hate it’s ignore </li></ul>
You can't change, heal or save anyone who doesn't want to be changed, saved or healed. If you try you'll make yourself mentally or physically ill. Observe instead of absorb
<ul><li>Remain as cool as possible at all times </li></ul><ul><li>Everyone is allowed one as***le comment per day </li></ul><ul><li>Treat everyone as if they’d be dead tommorow </li></ul>
Housekeeping Maintainence Front desk administration
<ul><li>-make sure you’re easy </li></ul><ul><li>-earthlings are social creatures </li></ul><ul><li>-measure as much as you can </li></ul><ul><li>-don’t be afraid to change </li></ul><ul><li>-create cool touch points </li></ul><ul><li>-be bold, brand as many moments as possible </li></ul><ul><li>-have fun </li></ul>
r.I.p…billy mays? <ul><li>-branding </li></ul><ul><li>-solve a problem </li></ul><ul><li>-be compelling </li></ul><ul><li>-"wow" demo </li></ul><ul><li>-show value </li></ul><ul><li>-call to action </li></ul><ul><li>-ask for the order </li></ul><ul><li>-be more like billy? </li></ul>
<ul><li>even thought you’re a ‘support” function to the mtn expereionce </li></ul><ul><li>They still think you are vail or bc or steamboat? </li></ul>
<ul><li>Difference between pressure and stress </li></ul><ul><li>Pressure is good, stress not so good </li></ul><ul><li>Change you choose, change that chooses you </li></ul>
Iq/eq/vq Empathy In their shoes 14 people with one heart Doing good deeds Subtle wonder
essentials for change <ul><li>-generate ideas </li></ul><ul><li>“ if you have ideas there isn’t any limit to what you can do with our business and your life. they are man’s greatest assets” harvey firestone </li></ul><ul><li>-gather support </li></ul><ul><li>“’ people want to know, who says so besides you?” lenny </li></ul><ul><li>-present decisively </li></ul><ul><li>“ a bird doesn’t sing because it has the answer it sings because it has a song’ japanese proverb (when you believe in what you do your passion is what others will hear) </li></ul><ul><li>-see it through </li></ul><ul><li>“ be there to take the heat, show interest, build strength, have a laugh and set it free” anonymous member of the cosmic crew </li></ul>
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