Tell Your Story Product Camp

1. Tell Your Story FINDING MAGIC AND LEADING YOUR MARKET Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com

2. Market Leadership – What’s It Like Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com

3. A Little Bit About Us Ken Rutsky •  B2B Go to Market Consultant •  Storyteller and hero worshiper •  Unveriﬁed Super Powers •  Trend-spotting •  Whistle blowing and card giving •  Teenage mind-reading •  Kenrutsky.com and gotomarketdojo.com Tim Johnson •  Director, Product Marketing – Electric Cloud •  Asker of awkward questions •  Veriﬁed super powers: •  Translates arcane tech stuff into understandable messages of value •  Converts boys and girls into young leaders of character •  Makes useful round wood things

4. Why’s This So Hard • Information Abundance aSearch to Triage • Crowded Markets a ROI to Return on Strategy • Independent Buyers a Selling Cycle to Buying cycle! Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com

5. What to Do About It? Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com

6. Take Your Customer on a Hero’s Journey Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com

7. Modeling the Hero’s Journey Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com

8. Messaging Hierarchy Brand – Our Shared Purpose Story – Why YOU Should Care Message – The Unique Value YOU Buy “Magic” “Mythos” “Money” “Method” Focus Value TransformaConal AspiraConal MoCvaConal FoundaConal How - CapabiliCes Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com

9. WORKSHOP Expected Solutions All Pain No Gain Better Mousetrap/AIM •  Approach – •  Innovation – •  Mindset – Brave New World Our Roadmap Trendspotting/STEEP Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com

10. WORKSHOP Trendspotting/STEEP •  Commitment to DevOps •  Digital disruption and transformation •  Software runs the business •  Need for speed and agility in business Expected Solutions All Pain No Gain Better Mousetrap/AIM •  Approach – •  Innovation – •  Mindset – Brave New World Step 1 – Today’s Reality Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com

11. •  Societal-cultural •  Demographic shifts, Gender role shifts, Consumption, Leisure patterns, Cultural norms... •  Technological •  Information technology changes, Telecommunication shifts, equipment and materials advances •  Economic •  Macro factors such as general economic trends, interest rates, labor supply and costs •  Micro factors such as customer s customers industry, competitive dynamics, etc... •  Environmental •  Sustainability, Energy efﬁciency, Waste, Impact... •  Political •  National and international laws and legislation, compliance and disclosure requirements, electoral changes... STEEP Analysis

12. WORKSHOP Expected Solutions •  Lots of scripting •  Point tools •  Islands of automation •  All hands on deck, weekly releases •  Straight path happy path assumptions •  Saved by hero-ism All Pain No Gain •  Wasted time •  Error prone un- predictable release •  Ops falling behind agile dev. Pace •  Constant ﬁre drills -> burnout and attrition •  Failure at scale Trendspotting/STEEP •  Commitment to DevOps •  Digital disruption and transformation •  Software runs the business •  Need for speed and agility in business Better Mousetrap/AIM •  Approach – •  Innovation – •  Mindset – Brave New World Step 2 – All Pain No Gain Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com

13. WORKSHOPBrave New World Trendspotting/STEEP •  Commitment to DevOps •  Digital disruption and transformation •  Software runs the business •  Need for speed and agility in business Better Mousetrap/AIM •  Mindset:True transformation requires Operations to automate and deliver the same velocity and cadence as development at scale •  Approach:Treat release and deployment pipelines as Agile products •  Innovation: Single Integrated continuous deployment and release automation platform Step 3: AIM for A Better Mousetrap Expected Solutions •  Lots of scripting •  Point tools •  Islands of automation •  All hands on deck, weekly releases •  Straight path happy path assumptions •  Saved by hero-ism All Pain No Gain •  Wasted time •  Error prone un- predictable release •  Ops falling behind agile dev. Pace •  Constant ﬁre drills -> burnout and attrition •  Failure at scale Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com

14. APPROACH INNOVATION MINDSET RE-IMAGINED AND UNEXPECTED SOLUTION Methodology Go to Market Value Delivery Orientation Perspective Focus Technical Business Model Packaging AIM Framework Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com

15. WORKSHOPBrave New World •  Release at speed •  Release at scale •  Eliminate Release anxiety •  Match the cadence of SW releases •  Full visibility and control Step 4: Deﬁne The Brave New World Trendspotting/STEEP •  Commitment to DevOps •  Digital disruption and transformation •  Software runs the business •  Need for speed and agility in business Better Mousetrap/AIM •  Mindset:True transformation requires Operations to automate and deliver the same velocity and cadence as development at scale •  Approach:Treat release and deployment pipelines as Agile products •  Innovation: Single Integrated continuous deployment and release automation platform Expected Solutions •  Lots of scripting •  Point tools •  Islands of automation •  All hands on deck, weekly releases •  Straight path happy path assumptions •  Saved by hero-ism All Pain No Gain •  Wasted time •  Error prone un- predictable release •  Ops falling behind agile dev. Pace •  Constant ﬁre drills -> burnout and attrition •  Failure at scale Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com

16. WORKSHOP DevOps Big Bet Cadence Mismatch Adaptive Release Orchestration Release On Business Demand Step 5: Label Your 4 Acts Brave New World •  Release at speed and scale •  Start fast and adapt •  Eliminate Release anxiety •  Match the cadence of SW releases •  Full visibility and control Trendspotting/STEEP •  Commitment to DevOps •  Digital disruption and transformation •  Software runs the business •  Need for speed and agility in business Better Mousetrap/AIM •  Mindset:True transformation requires Operations to automate and deliver the same velocity and cadence as development at scale •  Approach:Treat release and deployment pipelines as Agile products •  Innovation: Single Integrated continuous deployment and release automation platform Expected Solutions •  Lots of scripting •  Point tools •  Islands of automation •  All hands on deck, weekly releases •  Straight path happy path assumptions •  Saved by hero-ism All Pain No Gain •  Wasted time •  Error prone un- predictable release •  Ops falling behind agile dev. Pace •  Constant ﬁre drills -> burnout and attrition •  Failure at scale Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com

17. Our Journey Today Tell Your Story! Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com

18. Questions ??? Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com

19. What’s It Worth? 6x in 6 months •  Dramatic Revenue Marketing Metrics Improvement •  Improved Sales Engagement and Conversion •  High Test Fuel for Content Marketing Machine Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com

20. In Closing Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com May 18 Workshop – gotomarketdojo.com/events/breakthrough-viewpoint-story-workshop

Tell Your Story Product Camp

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Tell Your Story Product Camp

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