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Creating the wow
Creating the wow
Creating the wow
Creating the wow
Creating the wow
Creating the wow
Creating the wow
Creating the wow
Creating the wow
Creating the wow
Creating the wow
Creating the wow
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Creating the wow

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  • 1. Creating the Wow2013 Executive Leadership Conference Richard Currier
  • 2. Wows/Breakthroughs: Getting ThereThe breakthrough rules: 1. Real customers with clear, pressing needs 2. Listen to customers to learn how to lead them 3. Showcase theme-based problem-centric stories 4. Change the game to win 5. Only leaders thriveThe “must do’s” for selling breakthroughs • Thought lead your market • Thought lead accounts • Obliterate obstacles
  • 3. #1 Real customers/ clear pressing needsPopulations Needs: Recognized urgent needs Target Urgent Markets Important Useful
  • 4. #2 Listen to Customers to Lead Them Useful Important Talk PassionTalk volume Urgent Need Categories
  • 5. #3 Showcase Thematic Problem StoriesThe formula for great stories:•They need to be crisp, clear and compelling•They are problem-centric • The problem is compelling, easily understood, quick to tell and highly empathetic•Story artifacts make them more compelling • Name dropping (especially people/ peers) • Numbers (especially numbers about the problem) • Visual or metaphorical•You should build a compendium of stories • Multiple stories are needed to accommodate different situations
  • 6. #4 Change the Game to Win• It starts with a vision Usually focusing on a different problem• It requires high impact sales/ marketing •Thought leadership for accounts/ markets •Change the way you sell and market •Change the way they buy• It is anchored in compelling product attributes• Sometimes new product is required
  • 7. #5 Only Leaders Thrive Breakthrough apps that wow!revenue time
  • 8. Where to Start Goals, objectives, aspirations Key strategies, themes,Long, medium and short term stories, … Problems, barriers to success Target Markets Buyer Needs
  • 9. HealthShare Needed a BreakthroughEnsemble’s underwhelming results A great product loved by customers with a mixed market receptionEnsemble’s missed market positioning •Composite apps •Messaging enginesHealthShare’s slow start •Great product but slow uptake •Questionable market (buyer viability, only needed: “simple”?)
  • 10. HealthShare: A Wow / BreakthroughRe-positioned product, re-targeted market:•Key benefit: HealthShare rapidly delivers high-payback (breakthrough) benefits to some of the most pressing, vexing healthcare problems•What sets HealthShare apart: HealthShare is an innovative strategic healthcare informatics platform that efficiently delivers far greater value than tactical point solution alternatives•The three keys to the HealthShare breakthrough: •Strategic interoperability •Engaged communities •Analytics in the active dimension
  • 11. HealthShare: Driving the Wows• Market targeting• Sales training• The Roadshow• Targeted thought leadership programs
  • 12. Creating the Wow2013 Executive Leadership Conference Richard Currier

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