Made to Stick + Developing Competitive Advantage


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Made to Stick + Developing Competitive Advantage

  1. 1. Made to Stick (A Book Report) & Developing A Competitive Advantage Belmont Course 2350 Creative Entertainment Technologies
  2. 2. Made to Stick Why do some ideas succeed and others fail?
  3. 3. “Sticky” ideas <ul><li>Urban Legends </li></ul><ul><li>Aesop Fables </li></ul>What do these have in common? Sticky = understandable, memorable, and effective in changing thought or behavior
  4. 4. S U C C E S implicity nexpectedness oncretedness redibility motional tories THIS WILL BE ON THE TEST!
  5. 5. S implicity Become a Master of Exclusion In Management - If we achieve nothing else our company must _______ In Battle - If we nothing else we must accomplish ______ in tomorrow’s mission In Law... FIND THE CORE SHARE THE CORE
  6. 6. FOCUS Keep your core message simple and memorable
  7. 7. U nexpected Volkswagen GET ATTENTION: The Art of SURPRISE! HOLD ATTENTION: Keep Continued INTEREST
  9. 9. C oncrete VELCRO Theory of Memory: The more hooks in your idea, the better!
  10. 10. C oncrete <ul><li>Capital of Tennessee </li></ul><ul><li>The First Line of “Happy Birthday to You” </li></ul><ul><li>The Mona Lisa </li></ul><ul><li>Your First Car </li></ul><ul><li>The Definition of “truth” (everyone has their own interpretation) </li></ul>A Tangible Idea That is Common Among Us All
  11. 11. C redible <ul><li>Help People Believe </li></ul><ul><ul><li>External Credibility: Pam Laffin </li></ul></ul><ul><ul><li>Internal Credibility: Testable Credentials </li></ul></ul><ul><ul><ul><ul><li>Make Data Accessible / Humanized </li></ul></ul></ul></ul>
  12. 12. Anti-Smoking Campaign - Pam Laffin Pam is Real Pam is Serious Pam is Suffering Pam is now Dead C redible
  13. 13. Wendy’s C redible
  14. 14. C redible Make Statistics Tangible
  15. 15. E motional How do you get people to care? or “ If I look at the mass, I will never act. If I look at the one, I will” -Mother Teresa 3 million Zambians Face Hunger. Thousands are dying, you could help. For just the cost of a cup of coffee per day... you could save this child’s life
  16. 16. <ul><li>Use The Power of Association </li></ul><ul><li>Appeal to Self Interest </li></ul><ul><li>Appeal to Identity </li></ul>E motional
  17. 17. S tories Subway Jared Building a Story beyond the Brand
  18. 18. S tories <ul><li>Stories as Simulation </li></ul><ul><ul><li>Talking Shop </li></ul></ul><ul><li>Stories as Inspiration </li></ul><ul><ul><li>Jared </li></ul></ul>Get People to Act
  19. 19. S U C C E S implicity nexpectedness oncretedness redibility motional tories Helps People To: Get the Message Pay Attention Understand & Remember Believe & Agree Care Act
  20. 20. Developing a Competitive Advantage Differentiation After determining how to present the STORY of our artist in a “ Made to Stick” sort of way.... How do we position them to succeed?
  21. 21. SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Weaknesses </li></ul><ul><li>Opportunities </li></ul><ul><li>Threats </li></ul>
  22. 22. SWOT Analysis <ul><li>Developed by Albert S Humphrey </li></ul><ul><li>Stanford University 60’s & 70’s </li></ul><ul><li>Consulted over 100 companies globally </li></ul>
  23. 23. SWOT Analysis for an Artist
  24. 24. Strengths <ul><li>S trengths - Attributes of the artist / brand that are helful in achieving the objectives: </li></ul><ul><ul><li>Sound </li></ul></ul><ul><ul><li>Songs </li></ul></ul><ul><ul><li>Style </li></ul></ul><ul><ul><li>Performance </li></ul></ul>
  25. 25. Weaknesses <ul><li>W eaknesses - Attributes of the artist / brand that are harmful in achieving the objectives. </li></ul><ul><ul><li>Budget </li></ul></ul><ul><ul><li>Originality </li></ul></ul><ul><ul><li>Approach </li></ul></ul>
  26. 26. Opportunities <ul><li>O pportunities - External conditions that are helpful in achieving the objectives </li></ul><ul><ul><li>Concerts, Festivals & Tours </li></ul></ul><ul><ul><li>Partnerships & Sponsorships </li></ul></ul><ul><ul><li>Charities & Benefits </li></ul></ul><ul><ul><li>Digital or Word-of-Mouth Marketing </li></ul></ul>
  27. 27. Threats <ul><li>T hreats - External conditions which could do damage to the objectives. </li></ul><ul><ul><li>Partner Changes </li></ul></ul><ul><ul><li>Culture Shift </li></ul></ul><ul><ul><li>Technical Difficulty </li></ul></ul><ul><ul><li>Health & Band Breakup </li></ul></ul>
  28. 28. Internal Internal External External SWOT Matrix
  29. 29. How Does Your Artist fit into a SWOT? SWOT? SWOT? SWOT analysis can be very subjective. Do not rely too much on it. Two people rarely come up with the same final version of a SWOT Use it as a guide and not as a prescription