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Neumeier 2007 Zag Templates
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Neumeier 2007 Zag Templates

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Various templates made out of or coming directly from the book Zag by Neumeier

Various templates made out of or coming directly from the book Zag by Neumeier

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Neumeier 2007 Zag Templates Neumeier 2007 Zag Templates Presentation Transcript

  • Zag Templates (plus some other items) Jeff McNeill 2007
  • Zag
    • Radical differentiation = blue ocean = zag
    • Good and different
      • Does poorly in tests
      • Goes to market with difficulty
      • Generates lasting profits
      • Earns large market share
      • Strong brand potential
  • Focus Difference Trend Communication F FOCUS D DIFFERENCE T TREND C When focus is paired with differentiation , supported by a trend and surrounded by compelling communications , you have the basic ingredients of a zag
  • Different + Good + Trend
    • Different
      • Whitespace (look for what is not there)
      • Hit ‘em where they ain’t
    • Good
      • Look for a job people are already trying to get done, then help them do it
      • Find the unserved tribe
      • Ethnographic research (observation)
    • Trend
      • Find a parade and get in front
  • 1. Who are you?
    • What do you want posterity to say about you, 25 years from now?
    • This answers the same questions as
      • Who are you?
      • Where does your passion lie?
      • What gets you up in the morning?
    • Note: very similar to 3. The vision. This is in the future…
  • 2. What do you do?
    • Core purpose
    • The fundamental reason your company exists beyond making money
    • The one thing that will never change about your business
    • Clear sense of who you are and why you do what you do
    • Needs to be < 12 words, preferrably < 7
    • Examples
      • Google: to organize the world’s information and make it universally accessible
      • Disney: to make people happy
      • Coca-cola: to refresh the world
  • 3. What’s your vision?
    • An actual image, a picture of the future
    • Usually happy people doing something
    • Has to grow from shared purpose and passion of its people (not be imposed on them)
    • The leader shapes and articulates the vision to make it palpable, memorable, inspiring
    • True vision leads to commitment rather than compliance, confidence rather than caution
    • Vision deliverables are useful, e.g., scripts, brochures, speeches, etc., from the future
  • 4. What Wave are you Riding? Waves are Long-term Trends The Great Wave at Kanagawa
  • Additional Waves 1 Transparency Virtual Worlds Social Networks Video The Long Tail Tribalism Blogging & Wikis Globalism
  • Additional Waves 2 Sustainability Intelligent Spaces Ubicomp Microgeneration Augmented Reality Broadband New Urbanism Mobile/Wireless
  • Additional Waves 3 MMOs Serious Games Casual Games ARGs Direct Manipulation The Long Zoom Touchscreens Embedded CPUs
  • 5. Who shares the brandscape?
    • Industry and competitors
    • also similar characteristics and brand personality
  • 6. What makes you the “only”? (statement of onliness) For ____________________________ in an era of When who Why In Where for Who that How The ONLY What
  • 7. What should you add or subtract?
    • Use the Blue Ocean Strategy as a complement to this stage
  • Strategy Canvas 0 = n/a 1 = low 5 = high Industry Standard J I H G F E D C B A Price Blue Ocean
  • Industry Average Strategy Canvas High Low Price A B C D E F G H I J Blue Ocean Directions : replace letters with value labels, move dots, connect the dots using AutoShapes>Connectors
  • 8. Who loves you?
    • Identify your fanatics
    • An empirical question, who are the people that love you?
    • This is not the same as “our customers” or a demographic
    • Need to identify real love here…
  • 9. Who’s the enemy?
    • Pick one, gotta have an enemy!
    • Not “the competitors”
    • But someone you define as the enemy, this is a part of your brand personality
  • 10. What do they call you?
    • To your face…
    • Behind your back…
    • Not what you want them to call you
    • But what do they actually say?
    • Empirical research needed…
  • 11. How do you explain yourself?
    • Trueline
      • Internal positioning line
      • Soemthing your competitors cannot claim
      • The basic, differentiating truths from a customer point-of-view
      • The “value proposition”
    • Tagline
      • Must be < 7 words
      • No commas or “and”s
      • Preferably an imperative: “just do it”
      • Helpful if two meanings: “the company you keep”
  • 12. How do you spread the word?
    • Godin on the Ideavirus
    • Word of Mouth (WOM)
      • Experience Marketing
  • 13. How do people engage with you?
    • Utility grid in Blue Ocean
    • Customer experience in Blue Ocean
    • Diller (2006) Making Meaning
    • Merholz (2007) “Touchpoints”
  • 14. What do they experience
    • Use Blue Ocean Strategy
    • Use Making Meaning
  •  
  •  
  • Buyer Experience Grid
    • Create form based on previous slide
  •  
  • Location of biggest blocks to customer utility
    • Create form based on previous slide
  • Buyer Utility - Purchasing purchase delivery use supplements maintenance disposal How environmentally friendly is this stage? Make it more green. How fun and what level of positive image at this stage? More fun now! How much risk is there involved in this stage? Can risk be reduced? How convenient is this stage? Can it be made moreso? How simple is this stage? Can it be made simpler? How productive is the customer in this stage? How moreso can it be? Environmental Friendliness Fun & Image Risk Convenience Simplicity Customer Productivity
  • Buyer Utility - Delivery purchase delivery use supplements maintenance disposal How environmentally friendly is this stage? Make it more green. How fun and what level of positive image at this stage? More fun now! How much risk is there involved in this stage? Can risk be reduced? How convenient is this stage? Can it be made moreso? How simple is this stage? Can it be made simpler? How productive is the customer in this stage? How moreso can it be? Environmental Friendliness Fun & Image Risk Convenience Simplicity Customer Productivity
  • Buyer Utility - Use purchase delivery use supplements maintenance disposal How environmentally friendly is this stage? Make it more green. How fun and what level of positive image at this stage? More fun now! How much risk is there involved in this stage? Can risk be reduced? How convenient is this stage? Can it be made moreso? How simple is this stage? Can it be made simpler? How productive is the customer in this stage? How moreso can it be? Environmental Friendliness Fun & Image Risk Convenience Simplicity Customer Productivity
  • Buyer Utility - Supplements purchase delivery use supplements maintenance disposal How environmentally friendly is this stage? Make it more green. How fun and what level of positive image at this stage? More fun now! How much risk is there involved in this stage? Can risk be reduced? How convenient is this stage? Can it be made moreso? How simple is this stage? Can it be made simpler? How productive is the customer in this stage? How moreso can it be? Environmental Friendliness Fun & Image Risk Convenience Simplicity Customer Productivity
  • Buyer Utility - Maintenance purchase delivery use supplements maintenance disposal How environmentally friendly is this stage? Make it more green. How fun and what level of positive image at this stage? More fun now! How much risk is there involved in this stage? Can risk be reduced? How convenient is this stage? Can it be made moreso? How simple is this stage? Can it be made simpler? How productive is the customer in this stage? How moreso can it be? Environmental Friendliness Fun & Image Risk Convenience Simplicity Customer Productivity
  • Buyer Utility - Disposal purchase delivery use supplements maintenance disposal How environmentally friendly is this stage? Make it more green. How fun and what level of positive image at this stage? More fun now! How much risk is there involved in this stage? Can risk be reduced? How convenient is this stage? Can it be made moreso? How simple is this stage? Can it be made simpler? How productive is the customer in this stage? How moreso can it be? Environmental Friendliness Fun & Image Risk Convenience Simplicity Customer Productivity
  • 15. How do you earn their loyalty?
    • Godin’s Permission Marketing
      • Five stage process of introduction to loyalty
    • Experience marketing
      • Pieterse, Ing Direct video
      • “Buy” the interruption
      • Continue to purchase with unexpected value
  • 16. How do you extend your success?
  • Elevator Pitch
    • Note: Construct in reverse order
    • Call to Action
    • Mission Statement
    • Unique Differentiations
    • So what? Benefits…
    • What? (50,000 foot view)
    • Market Opportunity
    • Burning Problem
    • Tagline