Life is hard. We want to make it easy, but that’s hard, too. Why? Because too often, we think "hard" equals “good.” But it doesn’t. While it’s easy to make things hard, it’s NOT hard to make things easy — if you follow one simple rule: Everything has a framework. To learn how to make frameworks work for you, join Tamsen Webster as she reveals a framework for…frameworks, using examples for just about every aspect of life, picked up from her years as a Weight Watchers leader, reluctant runner, brand marketer, speaker whisperer, and “highest maintenance low maintenance person you'll ever meet." See? Easy.

1. EASY IS THE NEW HARD
TAMSEN WEBSTER
@tamadear
SVP, Executive Communications
!

2. Frameworks: 01
Stack first.
#HardIsEasy © 2014 @tamadear

3. Frameworks: 02
It’s easy to make things hard,
but it’s not hard to make
things easy.
#HardIsEasy © 2014 @tamadear

4. No pain No gain
#HardIsEasy © 2014 @tamadear

5. Frameworks: 03
Hard ≠ Good
Hard = Hard
#HardIsEasy © 2014 @tamadear

6. Frameworks: 04
Process
#HardIsEasy © 2014 @tamadear

7. Frameworks: 04
Process
Connect
#HardIsEasy © 2014 @tamadear

8. Frameworks: 04
Process
Connect Retrieve
#HardIsEasy © 2014 @tamadear

9. Frameworks: 04
Process
Connect Retrieve
#HardIsEasy © 2014 @tamadear

10. XCN
NPH
DFB
ICI
ANC
AAX
#HardIsEasy © 2014 @tamadear

12. X
CNN
PHD
FBI
CIA
NCAA
X
#HardIsEasy © 2014 @tamadear

14. XCN
NPH
DFB
ICI
ANC
AAX
#HardIsEasy © 2014 @tamadear

15. X
CNN
PHD
FBI
CIA
NCAA
X
#HardIsEasy © 2014 @tamadear

16. Frameworks: 04
Process
Connect Retrieve
#HardIsEasy © 2014 @tamadear

17. Frameworks: 04
Simple
Memorable Repeatable
#HardIsEasy © 2014 @tamadear

18. Frameworks: 05
Simple
EASY
Memorable Repeatable
#HardIsEasy © 2014 @tamadear

19. frame•work
/ˈfrāmˌwərk/
A basic conceptional structure
#HardIsEasy © 2014 @tamadear

20. Frameworks: 06
Eat food.
Not too much. Mostly plants.
Michael Pollan, “In Defense of Food”
#HardIsEasy © 2014 @tamadear

21. Frameworks: 07
Always
Be
Closing
#HardIsEasy © 2014 @tamadear

22. Frameworks: 08
#HardIsEasy © 2014 @tamadear

23. FRAMEWORKS MAKE
HARD THINGS EASY
#HardIsEasy © 2014 @tamadear

24. #HardIsEasy © 2014 @tamadear

25. Frameworks: 10
The Defensible Brand
CUSTOMERS
COMPANY
COMPETITORS
Adapted from: Peterson, Erik and Tim Riesterer, Conversations That Win the Complex Sale. New York: McGraw-Hill, 2011.
#HardIsEasy © 2014 @tamadear

26. Frameworks: 11
The Marketing Funnel
} } } }
AWARENESS FAMI L IARI TY CONSIDERAT ION PURCHASE LOYAL TY
#HardIsEasy © 2014 @tamadear

27. Frameworks: 12
KNOW - BELIEVE - DO
#HardIsEasy © 2014 @tamadear

29. Frameworks: 13
#HardIsEasy © 2014 @tamadear

30. Frameworks: 14
#HardIsEasy © 2014 @tamadear

31. Frameworks: 15
1. Eat VEGETABLES more than you…
2. Eat FRUITS more than you…
3. Eat NUTS AND SEEDS more than you…
4. Eat FISH AND LEAN MEATS more than you…
5. Eat WHOLE GRAINS more than you…
6. Eat DAIRY PRODUCTS more than you…
7. Eat REFINED GRAINS more than you…
8. Eat FATTY MEATS more than you…
9. Eat SWEETS more than you…
10.Eat FRIED FOODS.
Adapted from “The New Rules of Marathon and Half-Marathon Nutrition,” by Matt Fitzgerald
#HardIsEasy © 2014 @tamadear

32. Frameworks: 16
#HardIsEasy © 2014 @tamadear

33. Frameworks: 16
(180 steps per minute)
#HardIsEasy © 2014 @tamadear

34. Frameworks: 17
1. Color
2. Pattern
3. Style
4. Fit
5. ❤
#HardIsEasy © 2014 @tamadear

35. Frameworks: 18
#HardIsEasy © 2014 @tamadear

36. Frameworks: 19
Touch it once.
#HardIsEasy © 2014 @tamadear

37. Frameworks: 20
#HardIsEasy © 2014 @tamadear

38. Frameworks: 21
Partners.
#HardIsEasy © 2014 @tamadear

39. Frameworks: 22
Your framework ≠ my framework
#HardIsEasy © 2014 @tamadear

40. EVERYTHING HAS A
FRAMEWORK
#HardIsEasy © 2014 @tamadear

41. Frameworks: 23
1. Borrow
2. Build
#HardIsEasy © 2014 @tamadear

42. Frameworks: 24
#HardIsEasy © 2014 @tamadear

43. ?
Frameworks: 25
#HardIsEasy © 2014 @tamadear

45. Frameworks: 26
WE CREATE THE WORLD
WE THINK WE SEE.
#HardIsEasy © 2014 @tamadear

47. Frameworks: 27
Fret. Find. Frame.
#HardIsEasy © 2014 @tamadear

48. EASY.