Slides from Mike’s presentation at the CIC Friday, February 17.

1. Telling your story.
FEBRUARY 17, 2012
©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.

2. who wants…
“…an intuitive but powerful approach that
allows UML diagramming to be code-
centric instead of model-centric by giving
users an interactive exploratory
visualization platform.”
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3. who wants…
“…a nutrition-based, gluten-free food
company that uses ancient grains to
provide innovative products that are
both convenient and delicious.”
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4. who wants…
“…an innovative, patent pending hand
hygiene solution to help hospitals
improve hand hygiene compliance.”
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5. some people.
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6. who wants…
• maps that make code easier to
understand, work on, and improve.
• ancient food for a better life today.
• clean hands that save lives.
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7. more people.
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8. the point
• Need to tell your story in a way people
can grasp, get behind, and share.
• Few people do this well. It’s hard.
• Wanting to get there is the first step.
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9. elements of positioning
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself
• category – a competitive frame for the buyer
• distinction – what makes you unique
• proof – perceived evidence of truth
©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.

10. declare your hypothesis
For target who are segment,
brand provides the category with
distinction because of proof.
©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.

11. made-up examples
• For drivers who value automotive performance,
BMW provides luxury vehicles that deliver joy
through German engineering.
• For people around the world, Coca-Cola is the soft
drink that is the real thing since 1886.
• For industrial manufacturers who are challenged to
differentiate, BASF is the raw materials supplier that
makes products better through engineering depth.
©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.

12. startup stages
CONVICTION VS. FLEXIBILITY RIDING THE ROCKET
shared race
vision to scale
passionate proven real
hypothesis opportunity business
SELLING THE DREAM DISCONTINUOUS CHANGE
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©2011 12

13. we simplify
safety athlete freedom cool business
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14. the positioning goal
GOAL Find the One Simple Thing™ (OST)
To take the complicated and make it simple.
TASK Take the simple and make it compelling.
“Everything should be made as
BELIEF simple as possible, but no simpler.”
– A. Einstein
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15. positioning truth
If you don’t create an OST for the market,
the market creates an OST for you.
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16. all big decisions are made emotionally
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©2011 16

17. how we decide
emotional
rational
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18. OST criteria
is it true?
is it relevant?
is it motivating?
is it distinct?
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19. the cocktail party
15 15
seconds minutes
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20. message model
TARGET a twenty word depiction of who this person is
POSITIONING for [target] who are [segment], [brand] is the [category] that [point of difference] because of [proof.]
ONE SIMPLE THING
the idea and feeling we want to own
COCKTAIL PITCH
above, quickly expressed in conversational and distinctive form
FUNCTIONAL BENEFITS
the 3 most important rational value propositions of the brand
EMOTIONAL BENEFITS
the 3 most important emotional value propositions of the brand
STORIES
the 3 best anecdotes that emotionally support the OST
PROOF
the 3 strongest data points that tangibly support the OST
PERSONALITY
the 3 most important attributes of the brand’s character
TAGLINE
an engaging, distinctive and short expression of the OST
©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 20

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22. candidates
• A greener alternative to car ownership
• Join the collective commerce revolution!
• Parking spot cost more than rent?
• Dump the jalopy. Grab a Zipcar.
• Access to a car for $60 / year!
©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.

23. Zipcar message model
TARGET urbanites
For urban dwellers who need a car, Zipcar is the sharing service that gives you freedom
POSITIONING from car ownership and the hassle of renting.
ONE SIMPLE THING
Freedom
TAG LINE
Wheels when you want them.
FUNCTIONAL BENEFITS
convenience, savings, service
EMOTIONAL BENEFITS
community, fun, sustainablility
STORIES
• a fun experience from start to finish
• the market leader, with Industry defining service
• better for the community
• more cars = more cars within reach
PROOF
• more automotive makes and models = more variety and choice
• cheaper than owning
PERSONALITY
approachable, clever, fun
©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 23

24. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 24

25. an OST vs. THE OST
Value
80% An
OST
THE
OST
0% 20% 40% 60% 80% 100%
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26. Remember...
1. Tell your story in a way people can grasp,
get behind, and share.
2. First declare your hypothesis, using a
positioning framework, in plain English.
3. Product Market Fit changes everything.
4. Find your One Simple Thing™, because
that's all the world gives you.
5. Ping me for a DIY version. Hire pros when
you have the dough.
©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.

27. thank you.
@miketrap
©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.