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Seth Godin Presentation - March 11
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Seth Godin Presentation - March 11


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  • I enjoyed the presentation, really well created!
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  • I'm all for emotional insight/buy-ology/psychographic thinking - but do you really believe 'Facts are irrelevant' and 'Consumer is not purchasing the physical product'? It's not an either/ or proposition. It's a mixture of both. The product has 2 meet it's core function for the 'associated feeling' to take root.
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  • I think it is a simple presentation with no Jazz and he is making so much sense. Even though many of us know these already but when i read it i can feel his energy. Especially speaking your heart piece. Kudos Seth to your great ability to articulate your thoughts in such a simple language.
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  • Good presentation, useful info for a non marketeer
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  • Kept my attention. Very clear - loved it!
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  • 1.  
  • 2. The Abundance of Choice
  • 3. The Market Has Changed
    • We
    • Have
    • everything
    • we
    • NEED
    • So now,
    • we
    • buy what
    • we
    • WANT
  • 4. What we want is determined by what we believe … which is where storytelling comes into the picture
  • 5. Stories
    • Don’t tell facts, tell stories
    • Stories make it easier to understand the world
    • Stories are the only way to spread an idea
  • 6. You can determine if you… Tell stories that become Irrelevant Tell stories that spread It all depends on how you tell it your story.
  • 7. Can a pair (or many pairs) of shoes really change your life?
  • 8. YES
    • If you believe they can.
    • Facts are irrelevant – what matters is what the consumer thinks and believes
  • 9. A Key Point
    • The consumer is not purchasing the physical product
    • The consumer is purchasing the feeling associated with the product
  • 10. A Great Story…
    • Is True
    • Makes a Promise
    • Is Trusted
    • Are Subtle
    • Not factual but consistent and authentic
    • Fun, money, safety, shortcuts
    • Must earn credibility
    • Marketer tells himself the lie so the message is released progressively
  • 11. A Great Story…
    • Happens Fast
    • Appeal to Senses
    • Aimed Specifically
    • Don’t Contradict Themselves
    • They sync with expectations upon first impressions and just click
    • Not to Logic
    • Stories that try to appeal to everyone, appeal to no-one
    • Because consumers are clever
  • 12. Most importantly,
    • A Great Story agrees with
    • a consumer’s existing worldview
    • &
    • Needs to be told with
  • 13. The Secret…
    • 1.) Their Worldview and Frames got there before you did
    • -frame your story to accommodate it
    • -know that it can change over time
    • -your product should reinforce existing worldviews
  • 14. The Secret…
    • 2.) People only notice the new
    • - compare things to Status Quo
    • - we try to predict what’s coming next
    • Cognitive Dissonance – selective perception
  • 15. The Secret…
    • 3.) First Impressions
    • don’t know when it will happen which is why authenticity matters
    • 99% -> no impression
    • The only solution to a bad first impression is strong personal interaction
  • 16. The Secret…
    • 4.) Tell stories you believe
    • Everything in the organization must support the story
    • Never be inconsistent or unclear
    • 5.) Be Authentic
    • - Fraud is not the same as a Fib
  • 17. Final Points
    • Don’t compete with an established story
    • Test for Authenticity by stepping in someone’s shoes
    • Otherwise, you will experience
    • You know you’ve succeeded when the story comes true!
  • 18. Finito!