Why Bridges Are
Better Than Islands
Presented by Matthew Russo | Owner, SystemsForGrowth.com
This is you
Field of Dreams (1989)
Copyright, Universal Pictures
Your job
as an entreprenuer
is to connect the dots so that your product /
service is accessible to as many people who
want...
In other words...
Don't just architect the island.
Build the bridges, too.
Matthew Russo
@MatthewRusso
MattIsLive.com
System #1:
Why systems?
“As to methods there may be a
million and then some, but
principles are few.
The man who grasps principles
can successfull...
What is a system?
Donella Meadows, Thinking in Systems
“A system is an interconnected set of
elements that is coherently o...
“Anatomy of a Viral App”
http://bit.ly/LiftSystems
Step 1:
Define your goal.
“...in a way that
achieves something.”
Cat: Where are you going?
Alice: Which way should I go?
Cat: That depends on where you are going.
Alice: I don’t know.
Cat...
Step 2:
Identify
necessary
components.
“... an interconnected
set of elements...”
Copyright 2104, Rube Goldberg – All Rights Reserved
Step 3:
Order matters.
“...organized in a way...”
The difference between
a process and a system
is the difference between
a recipe and a bread factory.
Systems
support processes
support people.
Distribution
Experience
Delivery
Retention
D DD
ER
● Identify
● Expose
● Expand
● Social Proof
● Sales
● Customer
Service
● Triggers
● Raving Fans
● Word of
Mouth
● ...
Dave Brailsford
1%
“Compound interest is the
eighth wonder of the world.
He who understands it, earns it;
he who doesn't, pays it.”
Albert Ei...
Copyright 2014 - JamesClear.com
Adapted from The Slight Edge, by James Olsen
D
Distribution
D
Delivery
E
Experience
R
Retention

September 2014

December 2014

March 2015

June 2015
#OGS15
1% 1% ...
DD
Distribution
GOAL
Distribution
D
Identify | Expose | Expand
IdentifyIdentify
Who is your audience?
Where do they spend their time?
What keeps them up at night?
Why should they care a...
Tap existing audiences to create your own.
PR, partnerships, trade publications,
marketing vs advertising
Online
Guest blo...
Jay Conrad Levinson,
Guerilla Marketing
Spend 90% of your
time, money, and energy
marketing your business
in the first 90 ...
Expand
“The size of your
network's network
is always larger than
your network.”
D DD
Distribution Delivery
GOAL
v
Delivery
D
Social Proof | Sales | Customer Service
Sales
Proactive
Check in with
current customers
Reactive
Resolve complaints
and issues
D DD
E
Distribution Delivery
Experience
GOAL
Experience
E
Remarkable | Indispensible | “Sticky”
$10 pints
$10 pints
$28 t-shirts
Indispensible
Survey.io
Survey.io
Survey.io
Free Customer Development Survey
“How would you feel if you
could no longer use [product]?”
40%>40%>
•Very disappointed
• Somewhat disappointed
• Not disap...
Use input from prospects and
customers to continually refine
your product or service.
Feedback Loops
“We've always done it that way.”
The most dangerous phrase in business:
Jerry Ross, Ohio Growth Summit 2014 Keynote
“A sale happens once, a relationship
happens for a lifetime.”
“Stickiness”
D DD
ER
Distribution
Retention
Delivery
Experience
GOAL
Retention
R
Triggers | Raving Fans | Word of Mouth
Copyright - Mashable
Triggers
Raving Fans
Make it easy for
people to talk about
you and share your
business – both
online and off.
Word of Mouth
ForLindsay.com
A word on virality...
When R0 < 1, the infection will die out in the long run. But if
R0 > 1, the infection will be able t...
D DD
ER
● Identify
● Expose
● Expand
● Social Proof
● Sales
● Customer
Service
● Triggers
● Raving Fans
● Word of
Mouth
● ...
Step right up...
Download these slides at
SystemsforGrowth.com/OGS
Thank You
Systems for Growth: Why Building Bridges Is Better Than Building Islands
Systems for Growth: Why Building Bridges Is Better Than Building Islands
Systems for Growth: Why Building Bridges Is Better Than Building Islands
Systems for Growth: Why Building Bridges Is Better Than Building Islands
Systems for Growth: Why Building Bridges Is Better Than Building Islands
Systems for Growth: Why Building Bridges Is Better Than Building Islands
Systems for Growth: Why Building Bridges Is Better Than Building Islands
Systems for Growth: Why Building Bridges Is Better Than Building Islands
Systems for Growth: Why Building Bridges Is Better Than Building Islands
Systems for Growth: Why Building Bridges Is Better Than Building Islands
Systems for Growth: Why Building Bridges Is Better Than Building Islands
Systems for Growth: Why Building Bridges Is Better Than Building Islands
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Systems for Growth: Why Building Bridges Is Better Than Building Islands

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In my presentation at the 2014 Ohio Growth Summit (http://ohiogrowthsummit.com), I walk small business owners through my systematic approach to building and connecting the four pillars of successful businesses: distribution, delivery, experience and retention.

Millions of small business have great products or services. Yet only a few thrive and become leaders in their space or community. What is that extra “something,” that leverage point that allows certain businesses to grow while others struggle to expand – or even make ends meet?

Systems.

The days of “build a great product and the customers will come” are long gone. There is more competition than ever before. There are also an infinite number of places small business owners could spend their time, money, and energy.

So which have the biggest impact? Which are right for your business?

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Systems for Growth: Why Building Bridges Is Better Than Building Islands

  1. 1. Why Bridges Are Better Than Islands Presented by Matthew Russo | Owner, SystemsForGrowth.com
  2. 2. This is you
  3. 3. Field of Dreams (1989) Copyright, Universal Pictures
  4. 4. Your job as an entreprenuer is to connect the dots so that your product / service is accessible to as many people who want, need, and are willing to pay for it... AND refine their experience to the point they can't live without it.
  5. 5. In other words... Don't just architect the island. Build the bridges, too.
  6. 6. Matthew Russo @MatthewRusso MattIsLive.com System #1:
  7. 7. Why systems?
  8. 8. “As to methods there may be a million and then some, but principles are few. The man who grasps principles can successfully select his own methods. The man who tries methods, ignoring principles, is sure to have trouble.” Ralph Waldo Emerson
  9. 9. What is a system? Donella Meadows, Thinking in Systems “A system is an interconnected set of elements that is coherently organized in a way that achieves something.”
  10. 10. “Anatomy of a Viral App” http://bit.ly/LiftSystems
  11. 11. Step 1: Define your goal. “...in a way that achieves something.”
  12. 12. Cat: Where are you going? Alice: Which way should I go? Cat: That depends on where you are going. Alice: I don’t know. Cat: Then it doesn’t matter which way you go.
  13. 13. Step 2: Identify necessary components. “... an interconnected set of elements...”
  14. 14. Copyright 2104, Rube Goldberg – All Rights Reserved
  15. 15. Step 3: Order matters. “...organized in a way...”
  16. 16. The difference between a process and a system is the difference between a recipe and a bread factory.
  17. 17. Systems support processes support people.
  18. 18. Distribution Experience Delivery Retention
  19. 19. D DD ER ● Identify ● Expose ● Expand ● Social Proof ● Sales ● Customer Service ● Triggers ● Raving Fans ● Word of Mouth ● Indispensible ● Remarkable ● “Sticky” Distribution Retention Delivery Experience GOAL
  20. 20. Dave Brailsford 1%
  21. 21. “Compound interest is the eighth wonder of the world. He who understands it, earns it; he who doesn't, pays it.” Albert Einstein
  22. 22. Copyright 2014 - JamesClear.com Adapted from The Slight Edge, by James Olsen
  23. 23. D Distribution D Delivery E Experience R Retention  September 2014  December 2014  March 2015  June 2015 #OGS15 1% 1% 1% 1%
  24. 24. DD Distribution GOAL
  25. 25. Distribution D Identify | Expose | Expand
  26. 26. IdentifyIdentify Who is your audience? Where do they spend their time? What keeps them up at night? Why should they care about you? The more specific, the better.
  27. 27. Tap existing audiences to create your own. PR, partnerships, trade publications, marketing vs advertising Online Guest blogging, partnerships, advertising, search engine optimization, YouTube... Offline Storefronts, location, live events, sponsors, promotions, sales, giveaways, Expose
  28. 28. Jay Conrad Levinson, Guerilla Marketing Spend 90% of your time, money, and energy marketing your business in the first 90 days.
  29. 29. Expand “The size of your network's network is always larger than your network.”
  30. 30. D DD Distribution Delivery GOAL
  31. 31. v
  32. 32. Delivery D Social Proof | Sales | Customer Service
  33. 33. Sales
  34. 34. Proactive Check in with current customers Reactive Resolve complaints and issues
  35. 35. D DD E Distribution Delivery Experience GOAL
  36. 36. Experience E Remarkable | Indispensible | “Sticky”
  37. 37. $10 pints
  38. 38. $10 pints
  39. 39. $28 t-shirts
  40. 40. Indispensible
  41. 41. Survey.io Survey.io Survey.io Free Customer Development Survey
  42. 42. “How would you feel if you could no longer use [product]?” 40%>40%> •Very disappointed • Somewhat disappointed • Not disappointed • N/A – I no longer use product
  43. 43. Use input from prospects and customers to continually refine your product or service. Feedback Loops
  44. 44. “We've always done it that way.” The most dangerous phrase in business:
  45. 45. Jerry Ross, Ohio Growth Summit 2014 Keynote “A sale happens once, a relationship happens for a lifetime.” “Stickiness”
  46. 46. D DD ER Distribution Retention Delivery Experience GOAL
  47. 47. Retention R Triggers | Raving Fans | Word of Mouth
  48. 48. Copyright - Mashable Triggers
  49. 49. Raving Fans
  50. 50. Make it easy for people to talk about you and share your business – both online and off. Word of Mouth ForLindsay.com
  51. 51. A word on virality... When R0 < 1, the infection will die out in the long run. But if R0 > 1, the infection will be able to spread in a population. R0
  52. 52. D DD ER ● Identify ● Expose ● Expand ● Social Proof ● Sales ● Customer Service ● Triggers ● Raving Fans ● Word of Mouth ● Indispensible ● Remarkable ● “Sticky” Distribution Retention Delivery Experience GOAL
  53. 53. Step right up...
  54. 54. Download these slides at SystemsforGrowth.com/OGS Thank You

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