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10 Insights to Create and Dominate Markets — Play Bigger

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Dave, Al and Christopher are former entrepreneurs and operating guys turned coaches. We have founded and built companies, served as CMOs, CEOs and senior executives of large public technology companies.

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10 Insights to Create and Dominate Markets — Play Bigger

  1. 1. Powered by
  2. 2. This presentation consists of highlights from the interview with Moe Abdou, founder & host of 33voices®.
  3. 3. Dave, Al and Christopher are former entrepreneurs and operat- ing guys turned coaches. We have founded and built companies, served as CMOs, CEOs and senior executives of large public technology companies. As corny as it may sound, we consider ourselves very lucky. Play Bigger is a dream come true for us. The three of us are good friends who play and work hard together. All three of us work together with all of our portfolio clients. Al Ramadan, Christopher Lochhead, & Dave Peterson PLAYERS TURNED COACHES
  4. 4. The most exciting companies solve problems that we don’t know we have; they create new things that give us a new way to think, grow and live. Do you approach your business from a set of principles or formulas? Insight #1
  5. 5. Insight #2 The first inventor of a new idea is an innovator to be admired, however, it’s the first to define and develop a category who is a category king to be followed. Think Tesla, Facebook, and Apple.
  6. 6. Insight #3 It is the forward thinking CEO or founder who sees it as her highest priority to change the way people think; for only when she does, will she have a chance to influence the way they buy. Think of Manoj Bhargava and the birth of 5-Hour energy
  7. 7. Insight #4 Answer these three questions before you pitch your next big idea:
  8. 8. Insight #4 Answer these three questions before you pitch your next big idea: Can you explain to a five-year old what problem you’re trying to solve?
  9. 9. Insight #4 Answer these three questions before you pitch your next big idea: If you’re able to solve this problem perfectly, what category are you in?
  10. 10. Insight #4 Answer these three questions before you pitch your next big idea: If you win 85% of that category, what’s the size of your category potential?
  11. 11. Insight #5 To improve the odds of becoming a Category King, companies integrate these three disciplines:
  12. 12. Insight #5 To improve the odds of becoming a Category King, companies integrate these three disciplines: Product Design - To purposefully build a product that solves a distinct problem.
  13. 13. Insight #5 To improve the odds of becoming a Category King, companies integrate these three disciplines: Company Design - To purposefully align a business model with an organizational culture that captures the essence of the category.
  14. 14. Insight #5 To improve the odds of becoming a Category King, companies integrate these three disciplines: Category Design - To purposefully design a new market category that will pull in customers who will then make the company its king.
  15. 15. Insight #6 Every enduring business tells a great story that builds on their Point-of-View. Here’s how to discover your POV:
  16. 16. Insight #6 Every enduring business tells a great story that builds on their Point-of-View. Here’s how to discover your POV: Step One - Who: The category work is best done by someone who is outside of the company’s day-to-day operations, yet has the full trust of the leadership team.
  17. 17. Insight #6 Every enduring business tells a great story that builds on their Point-of-View. Here’s how to discover your POV: Step Two - Fact-Finding: How is your company different? If your company is successful, what will the world look like? How will it be changed?
  18. 18. Insight #6 Every enduring business tells a great story that builds on their Point-of-View. Here’s how to discover your POV: Step Three - Can you articulate the problem you’re solving?
  19. 19. Insight #6 Every enduring business tells a great story that builds on their Point-of-View. Here’s how to discover your POV: Step Four - Craft a story, rinse, repeat. (Keep in mind that at no point should a POV get into product features.)
  20. 20. Insight #6 Every enduring business tells a great story that builds on their Point-of-View. Here’s how to discover your POV: Step Five - Distribute, Evangelize, Mobilize.
  21. 21. Insight #7 A category defining company relies on ‘lightning strikes’ to elevate awareness and gain early traction. Once you identify the who, when, and where of a strike, the next question is: What’s the content?
  22. 22. Insight #7 A category defining company relies on ‘lightning strikes’ to elevate awareness and gain early traction. Once you identify the who, when, and where of a strike, the next question is: What’s the content? The content has to be big, bold, and different enough to cut through the noise and reach the brains of the target audience.
  23. 23. Insight #7 A category defining company relies on ‘lightning strikes’ to elevate awareness and gain early traction. Once you identify the who, when, and where of a strike, the next question is: What’s the content? Let the content evangelize the category problem first and your product or service second.
  24. 24. Insight #8 Category is the strategy. If you articulate the problem well, people will assume you know how to solve it.
  25. 25. Insight #9 “Identify a new need that your skills will let you solve, or identify a skill that you have and find a need.” - Jeff Bezos on finding your category
  26. 26. Insight #10 Before you can build an enduring company, you have to first understand yourself. Take this POV exercise seriously:
  27. 27. Insight #10 Before you can build an enduring company, you have to first understand yourself. Take this POV exercise seriously: How do you define who you are and what you want to mean to the world?
  28. 28. Insight #10 Before you can build an enduring company, you have to first understand yourself. Take this POV exercise seriously: How do you want people to see you?
  29. 29. Insight #10 Before you can build an enduring company, you have to first understand yourself. Take this POV exercise seriously: What’s the problem you can solve, and your way of solving it?
  30. 30. Reflect Where do you find your power? tweet us!
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