5. Сonditions of existence
There are three conditions of
existence
These three conditions comprise
life
They are BE, DO and HAVE
L. Ron Hubbrd, Fundaentals of thought
6. Сonditions of existence
BE
The condition of being is defined as the
assumption (choosing) of a category of identity.
An example of beingness could be one's own
name.
Another example would be one's profession.
L. Ron Hubbrd, Fundaentals of thought
7. Сonditions of existence
DO
The second condition of existence is doing.
By doing, we mean action, function,
accomplishment, the attainment of goals,
the fulfilling of purpose, or any change of
position in space.
L. Ron Hubbrd, Fundaentals of thought
8. Сonditions of excistence
HAVE
The third condition of existence is havingness.
By havingness we mean owning, possessing,
being capable of commanding, positioning,
taking charge of objects, energies or spaces.
L. Ron Hubbrd, Fundaentals of thought
9. Products and exchange
A product is a finished high quality service or article,
in the hands of the being or group it serves, as an exchange
for a valuable. ….
It's a finished high quality service or article in the hands of
the
consumer as an exchange for a valuable.
In other words it isn't a product at all unless it's exchanged.
Unless it's exchangeable it's not a product at all.
Even the individual has to put his service or article in the
hands of some other staff member before it could be called
a product.
Product is exchange, exchange is product.
L. Ron Hubbard, Management technology defined
10. Products - Ice cream
Result of YOU
Result of Product
Result of Company
L. Ron Hubbard, Management technology defined
11. Positioning:
“Old advertising tech is worn out… they have a new tech
called positioning. “This means putting a subject (like
shaving cream) into a relative position with other
products. People only remember, they say, by relating
one thing to another.”
“A position is where you put a product in somebody’s
life or mind and in relation to other products.”
L. Ron Hubbard, Modern Management Technology Defined,
“Positioning” p. 398
*
12. “Fast communication is most easily done by
comparisons…
“So we get a law which is this:
“THE UNFAMILIAR IS RAPIDLY
INTRODUCED OR
COMMUNICATED BY COMPARING IT TO
A FAMILIAR.”
L. Ron Hubbard, Management Series, Vol. 3
“Marketing Series 5, PR Series 30, Positioning, Philosophic Theory” p. 181-182
15. POSITIONING, PHILOSOPHIC
THEORY
“There is an excellent booklet called:
“The Positioning Era” put out by Ries
Cappiello Colwell, Inc., 1212 Avenue of
the Americas, New York, NY 10036,
which has been reprinted and issued as
HCO PL 13 Sept. 88R, Marketing Series
24, THE POSITIONING ERA. It is an
excellent book”. – LRH
HCO PL 30 January 1979, POSITIONING,
PHILOSOPHIC THEORY
16. THE POSITIONING ERA
“The little booklet on this is proved
below – “The Positioning Era,” written
by Jack Trout and Al Ries, published
by
Ries Cappiello Colwell, Inc., 1212.
It is a vital tool.” – LRH
HCO PL 13 Sept. 88R, Marketing Series 24, THE
POSITIONING ERA
17. 1. THE LAW OF LEADERSHIP
“It’s better to be first than it is to be
better.
The basic issue in marketing is
creating a category you can be first
in. it’s the law of leadership. It’s better
to be first than it is to be better.”
18. THE LAW OF LEADERSHIP
What’s the name of the first person to fly
the Atlantic Ocean solo? Charles
Lindbergh, right? What’s the name of
the second person to fly Atlantic Ocean
solo? Not so easy to answer, is it?
Niel Armstrong was the first person to
walk on the moon. Who was second?
George Washington was the first
president of the United States. Who was
second?
19. 2. THE LAW OF THE
CATEGORY
If you can’t be first in a category, set up
a new category you can be first in.
The most successful computer company
of the seventies and eighties next to IBM
was Digital Equipment Corporation. IBM
was first in computers. DEC was first in
microcomputers.
Many other computer companies
became rich and famous by following a
simple principle: If you can’t be first in a
category, set up a new category you can
be first in.
20. NUMBER TWO STRATEGY
“Most companies are in the No. 2,3,4
or even worse category. What then?
“simply stated, the first rule of
positioning is this:
You can’t compete, head-on against a
company that has a strong,
established position. You can go
around, under or over, but never
head-to-head.”
21. The classic example of No. 2 strategy is
AVIS. But many marketing people misread
the AVIV story. They assume the company
was successful because it tried harder.
Not at all. Avis was successful because it
related itself to the position of Hertz. Avis
preempted the No. 2 position. (if trying harder
were the secret of success, Harold Stassen
would be President.)
*preempted: to take the place of something else.
22. Most marketplaces have room for a
strong No. 2 company provided they
position themselves clearly as an
alternative to the leader…
23. 3. THE LAW OF THE MIND
It’s better to be first in the mind than to be first
in the marketplace.
The law of mind follows from the law of
perception. If marketing is a battle of
perception, not product, then the mind takes
precedence over the marketplace.
For example, IBM wasn’t first in the
marketplace with the mainframe computer. But
thanks to a massive marketing effort, IBM got
into the mind and won the computer battle
early.
24. 4. THE LAW OF PERCEPTION
Marketing is not a battle of products,
it’s a battle of perceptions.
25. 5. THE LAW OF FOCUS
The most powerful concept in marketing
is owning a word in the prospect’s mind.
A company can become incredibly
successful if it can find a way to own a
word in the mind of the prospect. Not a
complicated word. Not an invented one.
The simple are best, words taken right
out of the dictionary.
26. MARKETING:
“The conceiving and packaging and the
moving of a specific product into public
hands. It means to prepare and take to
and place on the market in such a way
as to obtain maximum potential and
recompense.”
L. Ron Hubbard, Management Series, Vol. 3 p. 174
“Marketing, Promotion and Dissemination Defined”.*
27. Motivation Scale
Duty highest
Personal conviction
Personal gain
Money lowest
L. Ron hubbard, Motivation scale
28. Products and exchange
Conditions of exchange
1. Rip-off
First consider a group which takes in
money but does not deliver anything in
exchange. This is called rip-off.
2. Partial exchange
The group takes in order or money for
goods and then delivers part of it or a
corrupted version of what was ordered.
L. Ron Hubbard, Finance series 36
29. Products and exchange
Conditions of exchange
3. Fair exchange
One takes in orders and money and one
delivers exactly as was ordered.
4. Exchange in abundance
Here one does not give two for one or free
service but gives something more valuable
than money was received for.
Л. Рон Хаббард, Серрия Финансы 28
30. The Emotional tone scale
4.0 Enthusiasm
3.3 Strong interest
3.0 Conservatism
2.5 Boredom
2.0 Antagonism
1.5 Anger
1.1 Covert Hostility
1.0 Fear
0.5 Grief
0.05 Apathy
L. Ron Hubbard, The emotional tone scale
31. 4 exact steps
Contact
Handle
Salvage
Bring to understanding
L. Ron Hubbard, Dissem drill
32. 4 exact steps in sales
CONTACT
Clear and simple
On a fair
On a meeting
In a train, ….
On holiday
In a restaurant
Use tone scale
33. 4 exact steps in sales
HANDLE
Handle all antagonism towards YOU
and towards your product and your
company
Control, direct, ….
34. 4 exact steps in sales
HANDLE
Interest
Communication
Control
Help
L.Ron Hubbard Precession proces
35. 4 exact steps
Salvage
What does the person need?
Why doe she need this?
How does this have an effect upon him?
What would happen if he wouldn’t get
what he needs?
How long is this going on?
Does he really think he can get it?
36. 4 exact steps in sales
Bring to understanding and propose
False objection : is changing
Do not change – come back with
same proposal
Real objection is coming back
37. 4 exact steps
Closing with real objection
1. Understand the objection
2. Find something the person is right and
acknowledge this
3. Wait
4. Come back with your proposal
5. Ask for his solution
Never give a solution, give data.
38. Conditions and formulas
10
9
8
7
6
5
4
3
2
1
0
W1 W2 W3 W4 W5 W6 W7 W8
Non-existence
1. Find a communication line.
2. Make yourself known.
3. Discover what is needed or wanted.
4. Do, produce and/or present it.
10
9
8
7
6
5
4
3
2
1
0
1 2 3 4 5 6 7 8
L. Ron Hubbard, Ethis, the Condtions formulas
39. Conditions and formulas
Danger
1. Bypass habits or normal routines.
2. Handle the situation and any danger in it.
3. Assign self a Danger condition.
4. Get in your own personal ethics by
finding what you are doing that is out-ethics
and use self-discipline to correct
it and get honest and straight.
5. Reorganize your life so that the
dangerous situation is not continually
happening to you.
6. Formulate and adopt firm policy that will
hereafter detect and prevent the same
situation from continuing to occur.
10
9
8
7
6
5
4
3
2
1
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1 2 3 4 5 6 7 8
L. Ron Hubbard, Ethis, the Condtions formulas
40. Conditions and formulas
Emergency
1. Promote. That applies to an organization.
To an individual you had better say
produce.
2. Change your operating basis.
3. Economize.
4. Then prepare to deliver.
5. Part of the condition of Emergency
contains this little line—you have got to
stiffen discipline or you have got to
stiffen ethics.
L. Ron Hubbard, Ethis, the Condtions formulas
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5
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41. Conditions and formulas
Normal
1. The way you maintain an increase is
when you are in a state of Normal
Operation you don’t change
anything.
2. Ethics are very mild, the justice
factor is quite mild, there are no
savage actions taken particularly.
3. When a statistic betters then look it
over carefully and find out what
bettered it, and then do that without
abandoning what you were doing
before.
4. Every time a statistic worsens slightly,
quickly find out why and remedy it.
L. Ron Hubbard, Ethis, the Condtions formulas
10
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8
7
6
5
4
3
2
1
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42. Conditions and formulas
Normal
1. The way you maintain an increase is
when you are in a state of Normal
Operation you don’t change
anything.
2. Ethics are very mild, the justice
factor is quite mild, there are no
savage actions taken particularly.
3. When a statistic betters then look it
over carefully and find out what
bettered it, and then do that without
abandoning what you were doing
before.
4. Every time a statistic worsens slightly,
quickly find out why and remedy it.
L. Ron Hubbard, Ethis, the Condtions formulas
10
9
8
7
6
5
4
3
2
1
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43. Conditions and formulas
Affluence
1. Economize. Now the first thing you must
do in Affluence is economize and then
make very, very sure that you don’t buy
anything that has any future
commitment to it
2. Pay every bill.
3. Invest the remainder in service facilities;
make it more possible to deliver.
4. Discover what caused the condition of
Affluence and strengthen it.
L. Ron Hubbard, Ethis, the Condtions formulas
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44. Conditions and formulas
Power
The first law of a condition of Power is don’t
disconnect. You can’t just deny your
connections; what you have got to do is
take ownership and responsibility for your
connections.
2. The first thing you have got to do is make a
record of all of its lines. And that is the only
way you will ever be able to disconnect. So
on a condition of Power the first thing you
have to do is write up your wholepost. You
have made it possible for the next fellow in
to assume the state of Power Change. If
you don’t write up your whole post, you are
going to be stuck with a piece of that post
since time immemorial, and a year or so
later somebody will still be coming to you
asking you about that post which you
occupied.
3. The responsibility is write the thing up and
get it into the hands of the guy who is going
to take care of it.
4. Do all you can to make the post occupiable.
L. Ron Hubbard, Ethis, the Condtions formulas
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