We're in the value creation business, be prepared to...

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  • Mentor will be Exec Level, responsible for integration of functions (e.g. data, in text analytics projects) … they can see what Value this will create. They should have ‘system integrator’ mentality
  • Mentor will be Exec Level, responsible for integration of functions (e.g. data, in text analytics projects) … they can see what Value this will create. They should have ‘system integrator’ mentality
  • We're in the value creation business, be prepared to...

    1. 1. Our biggest competitor is ignorance. 8 out of 10 brand touch points are dominated by language Most brand owners haven’t tracked where brand language is having an impact
    2. 2. We work with our clients to identify where brand language creates value. Top and bottom line Hard values – not rearranging the flowers on reception
    3. 3. We’re in the business of Value Creation • With thanks to ‚Why Killer Products Don't Sell‚ by Ian Gotts and Dominic Rowsell
    4. 4. The process for any new project Identify Mentor Position Assessment Case Transaction
    5. 5. Identify Someone spots an idea that could improve the business
    6. 6. Mentor A mentor is appointed*
    7. 7. Position The value of the idea is positioned to everyone else
    8. 8. Assessment The new idea is tested…hard
    9. 9. Case A fully quantified business case is made
    10. 10. Transaction If the case is good, then people are ready to buy
    11. 11. What’s different with a verbal identity project? We get involved much earlier, at ‘Mentor’ stage – the case is not proven We work with our clients to identify where this project will add value for them
    12. 12. Be prepared… to contribute as much to the ‚conversation of possibilities‛ as we do.
    13. 13. Mentor A mentor is appointed*
    14. 14. A Mentor cannot be the project Sponsor The case is not proven…this will take time Mentors have time, Sponsors have budget (but no time)
    15. 15. Be prepared… Don’t expect case studies of how other people did it…not many people have done this. To out-perform your competitors, you’ll need to out- think them. Go against accepted wisdom.
    16. 16. We will be prepared… We aim to know your market as well as you But we can also see the opportunities in your market, because we know what our products and services can offer.

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