An orange is an orange.It’s just an orange.Unless of course,If its a Sunkist Orange...(David Aaker)
The road to succes
The road to succes
The road to succes
TWO THINGS
TWO THINGS1. Your first customer
TWO THINGS1. Your first customer   2. Touchpoints
Embrace your first follower
Embrace your first followerThere is no movement withoutthe first follower.
Have the guts to stand out
Have the guts to stand out   Be visible.
People need to bereminded more than  they need to be     instructed
People need to bereminded more than  they need to be     instructed
Touchpoints
TouchpointsA touch·point is the interface of aproduct, service or brand withcustomers, non-customers, employeesand other s...
Touchpoint Model
Touchpoint ModelConsumer Activity
Touchpoint ModelConsumer Activity  Shared  Activity Brand Activity
Touchpoint Model             Latent Need   Orientation   Intention             Transaction   Consumption   (Dis)satisfacti...
Touchpoint Model             Latent Need   Orientation       Intention             Transaction     Consumption   (Dis)sati...
Touchpoint Model             Latent Need   Orientation       Intention             Transaction     Consumption   (Dis)sati...
Touchpoint Model             Latent Need   Orientation       Intention             Transaction     Consumption   (Dis)sati...
Touchpoint Model             Latent Need   Orientation       Intention             Transaction     Consumption   (Dis)sati...
Touchpoint Model             Latent Need   Orientation       Intention             Transaction     Consumption   (Dis)sati...
Touchpoints
Touchpoints   Design Storytelling  Symfony  Empathy    Play  Meaning
Designattractive, simple to use andmakes an emotional connection
Storytellingproviding just data is not sufficientyour brand has to tell a story
SymphonyYour message has to be part of the big picture
EmpathyBeing able to relate to your customers. Being able touse all your senses as if you were in their shoes.
PlayWe are here to have a good time. Both at home andat the office
MeaningEnable to pursue more significant desires:purpose, transcendence, and spiritualfulfillment.
An orange is an orange.It’s just an orange.Unless of course,If its a Sunkist Orange...(David Aaker)
Touchpoints for Founder Institute Mexico City
Touchpoints for Founder Institute Mexico City
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Touchpoints for Founder Institute Mexico City

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This presentation I gave for the founders of Founders Institute Mexico City. One key message for every startup: focus on your first customer and embrace him or her. And think about Touchpoints.

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Touchpoints for Founder Institute Mexico City

  1. 1. An orange is an orange.It’s just an orange.Unless of course,If its a Sunkist Orange...(David Aaker)
  2. 2. The road to succes
  3. 3. The road to succes
  4. 4. The road to succes
  5. 5. TWO THINGS
  6. 6. TWO THINGS1. Your first customer
  7. 7. TWO THINGS1. Your first customer 2. Touchpoints
  8. 8. Embrace your first follower
  9. 9. Embrace your first followerThere is no movement withoutthe first follower.
  10. 10. Have the guts to stand out
  11. 11. Have the guts to stand out Be visible.
  12. 12. People need to bereminded more than they need to be instructed
  13. 13. People need to bereminded more than they need to be instructed
  14. 14. Touchpoints
  15. 15. TouchpointsA touch·point is the interface of aproduct, service or brand withcustomers, non-customers, employeesand other stakeholders before, during,and after a transaction
  16. 16. Touchpoint Model
  17. 17. Touchpoint ModelConsumer Activity
  18. 18. Touchpoint ModelConsumer Activity Shared Activity Brand Activity
  19. 19. Touchpoint Model Latent Need Orientation Intention Transaction Consumption (Dis)satisfactionConsumer Activity Shared Activity Brand Activity Purchase cycle in time
  20. 20. Touchpoint Model Latent Need Orientation Intention Transaction Consumption (Dis)satisfactionConsumer Activity Explore Determine Experience Evaluate Shared Activity Brand Activity Purchase cycle in time
  21. 21. Touchpoint Model Latent Need Orientation Intention Transaction Consumption (Dis)satisfactionConsumer Activity Explore Determine Experience Evaluate Shared Activity Brand Activity Attract Promise Deliver Confirm Purchase cycle in time
  22. 22. Touchpoint Model Latent Need Orientation Intention Transaction Consumption (Dis)satisfactionConsumer Activity Explore Determine Experience Evaluate Shared Activity Engage Exchange Enjoy Extend Brand Activity Attract Promise Deliver Confirm Purchase cycle in time
  23. 23. Touchpoint Model Latent Need Orientation Intention Transaction Consumption (Dis)satisfactionConsumer Activity Explore Determine Experience Evaluate Shared Activity Engage Exchange Enjoy Extend Brand Activity Attract Promise Deliver Confirm an example of a Consumer Journey Purchase cycle in time
  24. 24. Touchpoint Model Latent Need Orientation Intention Transaction Consumption (Dis)satisfactionConsumer Activity Explore Determine Experience Evaluate Shared Activity Engage Exchange Enjoy Extend Brand Activity Attract Promise Deliver Confirm an example of a Consumer Journey Purchase cycle in time
  25. 25. Touchpoints
  26. 26. Touchpoints Design Storytelling Symfony Empathy Play Meaning
  27. 27. Designattractive, simple to use andmakes an emotional connection
  28. 28. Storytellingproviding just data is not sufficientyour brand has to tell a story
  29. 29. SymphonyYour message has to be part of the big picture
  30. 30. EmpathyBeing able to relate to your customers. Being able touse all your senses as if you were in their shoes.
  31. 31. EmpathyBeing able to relate to your customers. Being able touse all your senses as if you were in their shoes.
  32. 32. PlayWe are here to have a good time. Both at home andat the office
  33. 33. MeaningEnable to pursue more significant desires:purpose, transcendence, and spiritualfulfillment.
  34. 34. An orange is an orange.It’s just an orange.Unless of course,If its a Sunkist Orange...(David Aaker)

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