Robert Clay: Valued Based Curation in a Volume Based World

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Robert's keynote from Like Minds Autumn 2010: Creativity and Curation

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Robert Clay: Valued Based Curation in a Volume Based World

  1. 1. Achieving market leadership Through creativity+curation Through creativity+curation Robert Clay
  2. 2. 1. Achieving Market leadership in my 20’s
  3. 3. Market Leadership in my 20’s ‣ Started first business at 19 with no capital ‣ Developed revolutionary method of preventing motor vehicle corrosion ‣ clean ‣ odourless ‣ better application tools and procedures ‣ Pioneered use of medical endoscopes The processThe process thatthat revolutioniserevolutionise d thed the industryindustry The processThe process thatthat revolutioniserevolutionise d thed the industryindustry
  4. 4. Curation soon kicked in ... (Years before it was known by that name) (Years before it was known by that name)Developed stepDeveloped step by stepby step treatmenttreatment procedures forprocedures for every carevery car modelmodel Developed stepDeveloped step by stepby step treatmenttreatment procedures forprocedures for every carevery car modelmodel AwardedAwarded Coveted AACoveted AA Seal ofSeal of ApprovalApproval AwardedAwarded Coveted AACoveted AA Seal ofSeal of ApprovalApproval ApprovedApproved As soon as aAs soon as a new model wasnew model was launched we’dlaunched we’d strip it apartstrip it apart and develop aand develop a procedureprocedure As soon as aAs soon as a new model wasnew model was launched we’dlaunched we’d strip it apartstrip it apart and develop aand develop a procedureprocedure
  5. 5. Achieved 40% Local market share All otherAll other competitorscompetitors had 17%had 17% combinedcombined shareshare nationallynationally All otherAll other competitorscompetitors had 17%had 17% combinedcombined shareshare nationallynationally StartedStarted gettinggetting visits fromvisits from all the bigall the big namesnames StartedStarted gettinggetting visits fromvisits from all the bigall the big namesnames
  6. 6. Offers soon poured in ... We saidWe said “thanks but“thanks but no thanks”no thanks” to all theto all the offersoffers We saidWe said “thanks but“thanks but no thanks”no thanks” to all theto all the offersoffers
  7. 7. Agreed to supply know-how GlobalGlobal companiescompanies sought oursought our knowledgeknowledge GlobalGlobal companiescompanies sought oursought our knowledgeknowledge
  8. 8. Exclusive deal with Castrol CastrolCastrol manufacturedmanufactured products toproducts to ourour specificationspecification CastrolCastrol manufacturedmanufactured products toproducts to ourour specificationspecification We wereWe were permitted topermitted to use Castroluse Castrol brandingbranding We wereWe were permitted topermitted to use Castroluse Castrol brandingbranding The first and ONLY timeThe first and ONLY time in 108 years that a thirdin 108 years that a third party has been grantedparty has been granted exclusive rights toexclusive rights to Castrol brandedCastrol branded productsproducts The first and ONLY timeThe first and ONLY time in 108 years that a thirdin 108 years that a third party has been grantedparty has been granted exclusive rights toexclusive rights to Castrol brandedCastrol branded productsproducts
  9. 9. Started franchising ‣ Achieved massive press coverage ‣ Effortlessly picked up top 20% of other people’s franchisees who represented 80% of their business ‣ Started expanding globally WithoutWithout curationcuration none of thisnone of this would havewould have happened!happened! WithoutWithout curationcuration none of thisnone of this would havewould have happened!happened!
  10. 10. Started 2nd business at 23 ‣ Invented the glass sunroof for cars ‣ Reduced fitting time from 3-4 days to 45 mins ‣ Manufactured in UK and US, and sold worldwide ‣ Developed UK market to 250,000 units a year in 3 years Became 3rdBecame 3rd largestlargest sunroofsunroof manufacturermanufacturer in Europe in 3in Europe in 3 yearsyears Became 3rdBecame 3rd largestlargest sunroofsunroof manufacturermanufacturer in Europe in 3in Europe in 3 yearsyears
  11. 11. Sold to No.2 Co. in Scandinavia ‣ Received a call from division of Astra Pharmaceutical when in Singapore. They “preferred to work with us than compete against us” ‣ Eventually sold both businesses — I was integral part of the deal ‣ They needed an entrepreneur, but they were rare in Sweden ‣ They wanted car manufacturers to carry out corrosion prevention in production, but none would embrace the concept because they thought people would hold on to their cars longer ‣ They thought I could convince them ...
  12. 12. Developed robot technology for car production lines SuppliedSupplied products,products, know-how andknow-how and technologytechnology worldwideworldwide SuppliedSupplied products,products, know-how andknow-how and technologytechnology worldwideworldwide In 4 yearsIn 4 years secured businesssecured business with EVERY car,with EVERY car, truck, bus andtruck, bus and aircraftaircraft manufacturermanufacturer In 4 yearsIn 4 years secured businesssecured business with EVERY car,with EVERY car, truck, bus andtruck, bus and aircraftaircraft manufacturermanufacturer
  13. 13. “Wrote the book” on the subject These processesThese processes became THEbecame THE industryindustry standard, stillstandard, still used to this dayused to this day These processesThese processes became THEbecame THE industryindustry standard, stillstandard, still used to this dayused to this day Within 4Within 4 years weyears we were No.1 inwere No.1 in worldworld Within 4Within 4 years weyears we were No.1 inwere No.1 in worldworld CurationCuration was at thewas at the heart of thisheart of this successsuccess CurationCuration was at thewas at the heart of thisheart of this successsuccess
  14. 14. 2. Building an unprecedented knowledgebase
  15. 15. My marketing skills were sought after were sought after So next moveSo next move was intowas into marketingmarketing consultancyconsultancy So next moveSo next move was intowas into marketingmarketing consultancyconsultancy
  16. 16. Built a massive marketing library ... ‣ Added to my knowledge by getting to know many top names in marketing ‣ Built up large collection of books, audio and video materials ‣ Started writing up extensive notes on every facet of marketing CollectionCollection includes manyincludes many rare originals.rare originals. Every itemEvery item thoroughlythoroughly researchedresearched before purchasebefore purchase CollectionCollection includes manyincludes many rare originals.rare originals. Every itemEvery item thoroughlythoroughly researchedresearched before purchasebefore purchase
  17. 17. Went Digital Mid 90’s Wanted instant,Wanted instant, fully searchable,fully searchable, access to myaccess to my knowledge withoutknowledge without being tied to anybeing tied to any one locationone location Wanted instant,Wanted instant, fully searchable,fully searchable, access to myaccess to my knowledge withoutknowledge without being tied to anybeing tied to any one locationone location
  18. 18. Built vast artificial intelligence knowledgebase ‣ All materials digitised over time ‣ Organised into vast interconnected map, like a mega mind map ‣ Now contains over 3.5 million pages of notes ‣ Equivalent to 14,000+ full sized books ‣ Content still building up every day ‣ It can be transported wherever I go
  19. 19. Content Builds Up every day ‣ Notes and relevant content added from book and audio collection ‣ Monitor RSS feeds from over 500 newspapers, magazines, blogs and online sources ‣ Keep up with latest thinking via Twitter, Facebook and LinkedIn ‣ Paper.li produces 280-360 relevant curated links a day ‣ With two clicks content automatically added to right parts of the knowledgebase so it’s there when I need it. Wonderful for research. ‣ Can rapidly gather everything needed into my chosen writing tool
  20. 20. Knowledgebase In Action ...
  21. 21. The HomeThe Home ScreenScreen The HomeThe Home ScreenScreen structurestructure resembles vastresembles vast interconnectedinterconnected mindmapmindmap structurestructure resembles vastresembles vast interconnectedinterconnected mindmapmindmap Contains layerContains layer upon layer ofupon layer of data ... 3.5Mdata ... 3.5M pages worth!pages worth! Contains layerContains layer upon layer ofupon layer of data ... 3.5Mdata ... 3.5M pages worth!pages worth!
  22. 22. This search forThis search for “story” found“story” found 11,949 documents11,949 documents in 0.005 secsin 0.005 secs This search forThis search for “story” found“story” found 11,949 documents11,949 documents in 0.005 secsin 0.005 secs Can findCan find anything in aanything in a fraction of afraction of a secondsecond Can findCan find anything in aanything in a fraction of afraction of a secondsecond
  23. 23. Helping people with information overload ‣ Vast volume of information available today ‣ No normal person can sort the worthwhile from the mediocre or convert it all into useable wisdom ‣ The information is too widely dispersed and people are too stretched, too short of time and too stressed ““More informationMore information is now produced inis now produced in 2 days than was2 days than was produced in allproduced in all time before 2003”time before 2003” — Eric Schmidt,— Eric Schmidt, CEO GoogleCEO Google ““More informationMore information is now produced inis now produced in 2 days than was2 days than was produced in allproduced in all time before 2003”time before 2003” — Eric Schmidt,— Eric Schmidt, CEO GoogleCEO Google
  24. 24. Helping people with information overload ‣ 200 days a year invested into seeking, filtering, distilling and synthesising vast quantities of the best data out there ‣ The best bits brought together and turned into useable knowledge, step by step processes and real wisdom to solve real business situations 200 days a200 days a year investedyear invested in contentin content curation!curation! 200 days a200 days a year investedyear invested in contentin content curation!curation!
  25. 25. Helping people with information overload ‣ As information multiplies, the ability to distill, process, research and present useable and relevant information becomes increasingly necessary ‣ It saves people days, weeks, months and years of their time ‣ They get exactly what they need to know so they don’t have to do this distillation and research for themselves How can youHow can you reducereduce informationinformation overload foroverload for people whopeople who need your areaneed your area of expertise?of expertise? How can youHow can you reducereduce informationinformation overload foroverload for people whopeople who need your areaneed your area of expertise?of expertise?
  26. 26. Curating your own knowledge ‣ But you can start with product like Evernote: www.evernote.com ‣ It connects all the computers and phones you use daily ‣ You can capture content in one place and access it from another ‣ If you can see it or think of it, Evernote can help you organise it, find it and remember it ‣ Create multiple notebooks. Search for anything. Remember everything. Access it from any computer or phone
  27. 27. Evernote in action See somethingSee something you like on theyou like on the web? Clip itweb? Clip it with a singlewith a single click and you’llclick and you’ll have it for everhave it for ever See somethingSee something you like on theyou like on the web? Clip itweb? Clip it with a singlewith a single click and you’llclick and you’ll have it for everhave it for ever
  28. 28. Start the curation process ‣ Set up RSS feeds in Google reader. Monitor newspapers, magazines and blogs of interest from your computers and smartphones ‣ Follow people on Twitter, LinkedIn and facebook who add value in areas that interest you ‣ Set up a Paper.li account based on a quality list of content providers ClipClip everything ofeverything of interest intointerest into Evernote (orEvernote (or equivalent)equivalent) ClipClip everything ofeverything of interest intointerest into Evernote (orEvernote (or equivalent)equivalent)
  29. 29. 3. Empowering others to make a quantum leap
  30. 30. the World’s top marketers all said ... ‣ People seek their knowledge, often paying £50-100K or more for their knowledge and expertise ‣ Then they do nothing discernible with the information ‣ They also invest in books but do nothing with the information ‣ They invest in audio and video materials and attend seminars but do nothing with the information Less thanLess than 1% ever1% ever implementimplement what theywhat they learn!learn! Less thanLess than 1% ever1% ever implementimplement what theywhat they learn!learn!
  31. 31. Why don’t people Implement? ‣ They’re too busy and stretched to figure out what to do, how everything inter relates, and how to execute well ‣ They don’t have the time or inclination to immerse themselves in knowledge ‣ They never gain more than a superficial understanding of the content or how to use it effectively ‣ They never get a chance to fully engage with the knowledge and build it into everything they do Even the bestEven the best intentions soonintentions soon get overtaken byget overtaken by the immediatethe immediate demands ofdemands of running arunning a businessbusiness Even the bestEven the best intentions soonintentions soon get overtaken byget overtaken by the immediatethe immediate demands ofdemands of running arunning a businessbusiness
  32. 32. The Workshop that changed everything ‣ I realised 10 years ago that people were seeking quick fixes (that never worked) and overlooked two critical needs: ‣ IMMERSION in the knowledge, and ‣ ENGAGEMENT with the content ‣ The answer was an intensive 3-day, 30-hour workshop designed to fully immerse and engage participants ‣ Aim: to impart more knowledge to participants over 3 days than most people would experience from a lifetime in business
  33. 33. 53 topics covered in 3 days ‣ Building your marketing foundations ‣ Lead generation ‣ Sales conversion ‣ Maximising transaction values ‣ Increasing transaction frequency ‣ Customer retention ‣ Optimising your business ‣ Building layer upon layer of strategies Wrote specialWrote special computercomputer software tosoftware to immerse andimmerse and engageengage participantsparticipants Wrote specialWrote special computercomputer software tosoftware to immerse andimmerse and engageengage participantsparticipants
  34. 34. Workshop software in action
  35. 35. Results? ‣ Last 315 participants uncovered £423 million in hidden revenues from their top 4 strategies alone, i.e. Average £1.34 million each! ‣ Participants curate their own information into their blueprint ‣ Everyone emerges with an entirely different perspective ‣ They leave knowing exactly what’s required to transform their business ‣ Many go on to become market leaders Approach addsApproach adds enormous valueenormous value to process. Makesto process. Makes it useful toit useful to people. The’ll paypeople. The’ll pay good money forgood money for these outcomesthese outcomes Approach addsApproach adds enormous valueenormous value to process. Makesto process. Makes it useful toit useful to people. The’ll paypeople. The’ll pay good money forgood money for these outcomesthese outcomes
  36. 36. Case Study ‣ Met sports nutrition expert, age 23. Spare bedroom business ‣ After 4 years: largest sports nutrition company in Europe ‣ After 6 yrs: won Ernst & Young national “Entrepreneur of the Year” award (The year before: Stelios of EasyJet) ‣ After 7 yrs: First mentioned in Sunday Times Rich List ‣ After 8 yrs: sold £10M stake to private equity co ‣ After 11 yrs: sold £75M stake to another private equity co 35 bidders, including Nestle, Unilever and private equity cos
  37. 37. Saturday 19 June 2004 Times Article Jun 2004
  38. 38. FT, December 2007 SoldSold £75M£75M StakeStake Dec ’07Dec ’07 SoldSold £75M£75M StakeStake Dec ’07Dec ’07Friday 14 December 2007 WithoutWithout curation,curation, immersion andimmersion and engagementengagement these resultsthese results wouldn’t havewouldn’t have been the samebeen the same WithoutWithout curation,curation, immersion andimmersion and engagementengagement these resultsthese results wouldn’t havewouldn’t have been the samebeen the same
  39. 39. What can you do? ‣ How can you add value to any content you curate? ‣ You could pull together your own best practice procedures ... ‣ You could write blogs, articles and books to share your curated knowledge with the world ‣ You could deliver seminars, workshops and webinars that save people time and give them the cohesive content they’re seeking ‣ You could publish audio or video content Today’s toolsToday’s tools make it easy tomake it easy to do all of thesedo all of these things fromthings from virtually anyvirtually any computer orcomputer or smartphonesmartphone Today’s toolsToday’s tools make it easy tomake it easy to do all of thesedo all of these things fromthings from virtually anyvirtually any computer orcomputer or smartphonesmartphone Why not giveWhy not give some contentsome content away to build aaway to build a following, thenfollowing, then charge for thecharge for the really in-depthreally in-depth stuff?stuff? Why not giveWhy not give some contentsome content away to build aaway to build a following, thenfollowing, then charge for thecharge for the really in-depthreally in-depth stuff?stuff?
  40. 40. 4. Building on lessons learned
  41. 41. The big question ... ‣ So what do you do when people can get all the content they want for free? You need to recognise that: ‣ Everyone suffers from information overload ‣ Nobody has enough time to pull together content on their non- core activities from millions of dispersed sources ‣ People need to be immersed in and engaged with the content before they will act ‣ Only 1% act on knowledge imparted without further support ProvideProvide immersion andimmersion and engagementengagement and people willand people will happily payhappily pay ProvideProvide immersion andimmersion and engagementengagement and people willand people will happily payhappily pay
  42. 42. How I Monetizable My Curated knowledge ‣ I run Eureka, a mentoring program for aspiring market leaders ‣ Participants meet with me face to face, by invitation only, for a one- day immersive workshop every 90 days ‣ Each workshop introduces another fully developed marketing strategy that can be implemented immediately ‣ Each strategy has years of experience, curated knowledge, research, development and real-world testing behind it ‣ The aim of the program is to build a market leading business that grows almost entirely by word of mouth
  43. 43. Eureka: Mentoring Aspiring Market Leaders ‣ Program provides immersion, engagement and accountability ‣ Each phase is structured and delivered over 3 years ‣ Phase 1: building your foundations for exponential growth ‣ Phase 2: building the ultimate sales machine ‣ Phase 3: Attaining and maintaining high net margins for your sector; growing loyal clients and turning those clients into zealous advocates who talk about you continuously and spontaneously whether you’re there or not
  44. 44. Step by step implementation roadmaps ... Step by stepStep by step implementationimplementation plans like thisplans like this simply don’t existsimply don’t exist elsewhere, andelsewhere, and aren’t available ataren’t available at any priceany price Step by stepStep by step implementationimplementation plans like thisplans like this simply don’t existsimply don’t exist elsewhere, andelsewhere, and aren’t available ataren’t available at any priceany price
  45. 45. Curated content also used to ... ‣ Write blogs, and articles ‣ Create seminars ‣ Create in-depth workshops ‣ Write in-depth books ‣ Create audio recordings ‣ Create video content In-depthIn-depth workshopworkshop in progressin progress In-depthIn-depth workshopworkshop in progressin progress
  46. 46. Results? ‣ One participant—in a sector particularly hard hit by the recession— has increased profit targets by 500% over past 4 years. They’re routinely exceeding those targets by as much as 160%. They’ve also gone from a relative unknown to one of the most successful businesses of their type in the UK ‣ Another started a 2-man business just last year. His revenues now exceed £100,000 a month and he won the North East of England Entrepreneur of the Year award These areThese are just twojust two examplesexamples These areThese are just twojust two examplesexamples People WILL payPeople WILL pay for content, if youfor content, if you add sufficientadd sufficient value. And they’llvalue. And they’ll pay you wellpay you well People WILL payPeople WILL pay for content, if youfor content, if you add sufficientadd sufficient value. And they’llvalue. And they’ll pay you wellpay you well
  47. 47. So what can you do? ‣ How can you get paid for the content you create? ‣ What should you give away free of charge? ‣ What unique products/content can you build from your curation? ‣ How can you immerse and engage people in your content? Unless you provide those extra value added dimensions they won’t pay ‣ What can you do to save them time, effort, frustration, and/or help them achieve significantly better outcomes? ‣ What are people willing to pay good money for? I add masiveI add masive value forvalue for aspiring marketaspiring market leaders. What’sleaders. What’s your angle?your angle? I add masiveI add masive value forvalue for aspiring marketaspiring market leaders. What’sleaders. What’s your angle?your angle?
  48. 48. Conclusion
  49. 49. Summary ‣ Creativity+curation have been central to my entire working life ‣ Have written books, manuals and procedures from early age to share my curated knowledge with others. Today also write articles and blogs, and run regular seminars and workshops ‣ My 3-day workshops provide immersion and engagement; and have near legendary status ‣ Eureka provides seriously in-depth roadmaps, ongoing immersion, engagement, peer-group support, accountability and knowledge that can’t be found elsewhere That’s how IThat’s how I add value.add value. Now whatNow what can you do?can you do? That’s how IThat’s how I add value.add value. Now whatNow what can you do?can you do?
  50. 50. If you’d like to learn more ... ‣ As a LikeMinds participant if you’d like see some of my content curation at work, you’re welcome to attend one of my 2-hr seminars in London or Bristol in November at half price. Seek me out and use the discount code on the back of my business card to book online. ‣ Visit: marketingwizdom.com/events. Offer expires in 10 days. ‣ To see more content curation at work, visit: marketingwizdom.com/freebook and you can download a copy of my book “Introduction to low-risk/high-return marketing strategies” ‣ Twitter: @marketingwizdom Now tell meNow tell me your ideas foryour ideas for adding value inadding value in your area ofyour area of expertiseexpertise Now tell meNow tell me your ideas foryour ideas for adding value inadding value in your area ofyour area of expertiseexpertise

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