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HOW
TO LAUNCH
YOUR BIG IDEA
@GreenleafBookGr
#bigideas2015
SETTING YOURSELF UP
FOR SUCCESS
SCOTT JAMES
• Greenleaf Book
Group,
Manager of Brand
Strategy
• @scottandjames
WELCOME
Nothing is more powerful
than an idea whose time has
come.
- Victor Hugo
WHAT IS A “BIG IDEA?”
A BIG IDEA…
Creates change
Sets you apart
Inspires long-term commitment
Gets you excited!
What’s your BIG IDEA?
Tweet @Gre...
What’s your BIG IDEA?
Tweet @GreenleafBookGr #bigideas2015
MEET ERIC
• Physical Therapist
• 15 years experience
• “Everyon...
3
VISION CONTEXT PROMISE REALITY
1 2 3 4
VISION & MOTIVATION1
VISION & MOTIVATION
What is driving you?
Where do you see yourself in 3-5
years?
What does success look like?✓
✓
How do yo...
How do you define success?
Tweet @GreenleafBookGr #bigideas2015
- Has seen too many companies stall or fail
because of gue...
READY FOR ?
CONTEXT &
LANDSCAPE
2
AUDIENCE COMPETITION
Who are your biggest fans?
Tweet @GreenleafBookGr #bigideas2015
SELF-
AUDIT
1 2 3
AUDIENCE
Whose problem are you solving?
Who are the decision-makers?
Narrow focus to primary & secondary
targets
✓
✓
Who a...
Who are your biggest fans?
Tweet @GreenleafBookGr #bigideas2015
COMPETITORS
Who is already big in your space?
What will people find when they
search through Google or Amazon?
Look at all...
@GreenleafBookGr
greenleafbookgroup.com
SELF-AUDIT
What are you currently doing well?
What are you known for?
Who already knows you?
✓
✓
What are you known for?
T...
What are you known for?
Tweet @GreenleafBookGr #bigideas2015
Currently:
- Volunteers monthly at local hospital
- Has a she...
PROMISE &
POSITION
3
VISION PROMISE
How will you change the world?
Tweet @GreenleafBookGr #bigideas2015
DIFFERENT-
IATION
1 2 3
VISION
What drives you & your idea?
How would you change the world?
What gets better?
✓
✓
How will you change the world?
T...
How will you change the world?
Tweet @GreenleafBookGr #bigideas2015
VISION: Repetitive motion injury sufferers
(RMIS) find...
PROMISE
Get specific
How does your audience benefit?
What translates across mediums?
✓
✓
What is your core promise?
Tweet ...
What is your core promise?
Tweet @GreenleafBookGr #bigideas2015
PROMISE: System for analyzing data
that virtually eliminat...
DIFFERENTIATION
What makes you unique?
Why should anyone care?
WOW factor
✓
✓
What is your X-factor?
Tweet @GreenleafBookG...
What is your X-factor?
Tweet @GreenleafBookGr #bigideas2015
PROMISE: System for analyzing data
that virtually eliminates g...
REALITY &
RESOURCES
4
Eventually everything connects –
people, ideas, objects. The quality of
the connections is the key to quality
per se.
- CH...
CORE
STRENGTH
S
PERSONA
L
ROLE
@GreenleafBookGr
greenleafbookgroup.com
HELP?
1 2 3
CORE STRENGTHS
What are you already doing?
What areas do people frequently
come to you for help with?
When do you feel mos...
PERSONAL ROLE
Where are you most needed?
What can you delegate or outsource?
What can ONLY YOU do?
✓
✓
What can ONLY YOU d...
T i m e & T r a v e l
Key things to consider…
F i n a n c i a l
N e e d s
P u b l i c f a c i n g ?
@GreenleafBookGr
green...
GETTING HELP
What do you know you don’t want to
be responsible for?
Where will you need to delegate, hire
out, or get help...
Getting
Feedback
Trusted
Colleagues/P
eers
Business/
Strategic
Partners
Customers
Focus
Groups
Email
Survey
Friends/
Famil...
Tweetyour
BIG IDEA
For a chance to win a FREE consultation with
one of our brand strategy experts!
@GreenleafBookGr
#bigid...
Expand
Your Brand
Nextmonth…
Video
&
Audio
The
Book
Social
Media
WebsiteSpeaking
BlogNewsletter
Articles
@GreenleafBookGr
greenleafbookgroup.com
Thank you!
For more details about our brand development services,
contact mmasumiy...
Photo Credits
Slide 7 “Islas Canarias Ocean Earth Pro ” by El Coleccionista de Instantes is licensed under CC BY 2.0
Slide...
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A deep dive into understanding what's behind good branding, how to define success to maximize your time and energy, and 12 Questions to ask before launching your big idea.

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Branding Strategies for Experts

  1. 1. HOW TO LAUNCH YOUR BIG IDEA @GreenleafBookGr #bigideas2015 SETTING YOURSELF UP FOR SUCCESS
  2. 2. SCOTT JAMES • Greenleaf Book Group, Manager of Brand Strategy • @scottandjames WELCOME
  3. 3. Nothing is more powerful than an idea whose time has come. - Victor Hugo
  4. 4. WHAT IS A “BIG IDEA?”
  5. 5. A BIG IDEA… Creates change Sets you apart Inspires long-term commitment Gets you excited! What’s your BIG IDEA? Tweet @GreenleafBookGr #bigideas2015 ✓ ✓ ✓ ✓ A BIG IDEA…
  6. 6. What’s your BIG IDEA? Tweet @GreenleafBookGr #bigideas2015 MEET ERIC • Physical Therapist • 15 years experience • “Everyone can be healthy.”
  7. 7. 3 VISION CONTEXT PROMISE REALITY 1 2 3 4
  8. 8. VISION & MOTIVATION1
  9. 9. VISION & MOTIVATION What is driving you? Where do you see yourself in 3-5 years? What does success look like?✓ ✓ How do you define success? Tweet @GreenleafBookGr #bigideas2015 ✓ VISION & MOTIVATION
  10. 10. How do you define success? Tweet @GreenleafBookGr #bigideas2015 - Has seen too many companies stall or fail because of guesswork - Wants to become an expert consultant - Interested in a book & speaking IDEA: “Everyone can be healthy.” - Sees too many suffering from preventable, stress-related injuries - Wants to develop a training program and related products
  11. 11. READY FOR ? CONTEXT & LANDSCAPE 2
  12. 12. AUDIENCE COMPETITION Who are your biggest fans? Tweet @GreenleafBookGr #bigideas2015 SELF- AUDIT 1 2 3
  13. 13. AUDIENCE Whose problem are you solving? Who are the decision-makers? Narrow focus to primary & secondary targets ✓ ✓ Who are your biggest fans? Tweet @GreenleafBookGr #bigideas2015 ✓
  14. 14. Who are your biggest fans? Tweet @GreenleafBookGr #bigideas2015
  15. 15. COMPETITORS Who is already big in your space? What will people find when they search through Google or Amazon? Look at all types of media ✓ ✓ @GreenleafBookGr greenleafbookgroup.com ✓
  16. 16. @GreenleafBookGr greenleafbookgroup.com
  17. 17. SELF-AUDIT What are you currently doing well? What are you known for? Who already knows you? ✓ ✓ What are you known for? Tweet @GreenleafBookGr #bigideas2015 ✓
  18. 18. What are you known for? Tweet @GreenleafBookGr #bigideas2015 Currently: - Volunteers monthly at local hospital - Has a sheet of tips he sends to friends - Working with a designer on a prototype
  19. 19. PROMISE & POSITION 3
  20. 20. VISION PROMISE How will you change the world? Tweet @GreenleafBookGr #bigideas2015 DIFFERENT- IATION 1 2 3
  21. 21. VISION What drives you & your idea? How would you change the world? What gets better? ✓ ✓ How will you change the world? Tweet @GreenleafBookGr #bigideas2015 ✓
  22. 22. How will you change the world? Tweet @GreenleafBookGr #bigideas2015 VISION: Repetitive motion injury sufferers (RMIS) find long-term relief without surgery or medicine
  23. 23. PROMISE Get specific How does your audience benefit? What translates across mediums? ✓ ✓ What is your core promise? Tweet @GreenleafBookGr #bigideas2015 ✓
  24. 24. What is your core promise? Tweet @GreenleafBookGr #bigideas2015 PROMISE: System for analyzing data that virtually eliminates guesswork VISION: RMIS find long-term relief without surgery or medicine PROMISE: Tools and training to beat chronic hand & wrist pain
  25. 25. DIFFERENTIATION What makes you unique? Why should anyone care? WOW factor ✓ ✓ What is your X-factor? Tweet @GreenleafBookGr #bigideas2015 ✓
  26. 26. What is your X-factor? Tweet @GreenleafBookGr #bigideas2015 PROMISE: System for analyzing data that virtually eliminates guesswork DIFFERENTIATION: 360° Q & A structure that teams can self-facilitate VISION: RMIS find long-term relief without surgery or medicine. PROMISE: Tools and training to beat chronic hand & wrist pain DIFFERENTIATION: Live video coaching
  27. 27. REALITY & RESOURCES 4
  28. 28. Eventually everything connects – people, ideas, objects. The quality of the connections is the key to quality per se. - CHARLES EAMES
  29. 29. CORE STRENGTH S PERSONA L ROLE @GreenleafBookGr greenleafbookgroup.com HELP? 1 2 3
  30. 30. CORE STRENGTHS What are you already doing? What areas do people frequently come to you for help with? When do you feel most alive? ✓ ✓ When do you feel most alive? Tweet @GreenleafBookGr #bigideas2015 ✓
  31. 31. PERSONAL ROLE Where are you most needed? What can you delegate or outsource? What can ONLY YOU do? ✓ ✓ What can ONLY YOU do? Tweet @GreenleafBookGr #bigideas2015 ✓
  32. 32. T i m e & T r a v e l Key things to consider… F i n a n c i a l N e e d s P u b l i c f a c i n g ? @GreenleafBookGr greenleafbookgroup.com
  33. 33. GETTING HELP What do you know you don’t want to be responsible for? Where will you need to delegate, hire out, or get help with? Who can you ask for feedback? ✓ ✓ @GreenleafBookGr greenleafbookgroup.com ✓
  34. 34. Getting Feedback Trusted Colleagues/P eers Business/ Strategic Partners Customers Focus Groups Email Survey Friends/ Family Open Discussion Social Media Poll
  35. 35. Tweetyour BIG IDEA For a chance to win a FREE consultation with one of our brand strategy experts! @GreenleafBookGr #bigideas2015
  36. 36. Expand Your Brand Nextmonth… Video & Audio The Book Social Media WebsiteSpeaking BlogNewsletter Articles
  37. 37. @GreenleafBookGr greenleafbookgroup.com Thank you! For more details about our brand development services, contact mmasumiya@greenleafbookgroup.com
  38. 38. Photo Credits Slide 7 “Islas Canarias Ocean Earth Pro ” by El Coleccionista de Instantes is licensed under CC BY 2.0 Slide 16 http://www.equilibrialeadership.com/ Slide 16 http://booksforabetterlife.com/portfolio/7-habits-of-highly-effective-people/ Slide 16 http://www.mousemitt.com/ Slide 16 http://www.amazon.com/Overcoming-Repetitive-Motion-Injuries-Rossiter/dp/1572241349 Slide 32 “Coin Stacks” by frankieleon is licensed under CC BY 2.0
  • AlexandraVorobiova

    Dec. 5, 2015

A deep dive into understanding what's behind good branding, how to define success to maximize your time and energy, and 12 Questions to ask before launching your big idea.

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