This document provides strategies for standing out in business by kicking ass. It discusses 7 key strategies: 1) Know Your Customer, 2) Create an Intentional Experience, 3) Consistency, 4) Build a Kommunity, 5) Authenticity, 6) Provide Surprises, and 7) Be Super. The document uses examples like Cirque du Soleil and recommends using a strategy canvas to map out how to differentiate from competitors across key factors. It encourages measuring yourself on a 1-5 scale for each strategy and focusing on areas for improvement.

1. How to STAND
OUTby
KICKing ASS!

3. If you want to be mediocre,
average and blend in this
message is NOT for you.

4. In business, you want to
STAND OUT.STAND OUT.

5. What is “Standing Out”?

Being Remarkable

Being Different

Being Awesome

6. Who am I?
Gene Hammett

20 plus years experience

Entrepreneur

Business Coach
to web designers
My 2nd
Chance

7. The world does not need
another...
Photographer
Copy Writer
Web Developer
Business Coach

8. GraphicCourtesyofBridgeddesign.com

9. Being the
“jack of all trades,
master of none”
The Term “Jack of All Trades”
came from England in the 16th
Century.
It was meant to be FLATTERING.
does not work now!

10. “Jack of All Trades”
Around the World
Korean: 열 두 가지 재주 가진 놈이 저녁거리가 없다
"A man of twelve talents has nothing to eat for
dinner"

11. “Jack of All Trades”
Around the World
Spain: Un océano de conocimiento de una pulgada de profundidad
"An ocean of knowledge only an inch deep"

12. “Jack of All Trades”
Around the World
Polish: Siedem fachów, ósma bieda
"Seven trades, the eighth one - poverty"

13. “Jack of All Trades”
Around the World
Lithuanian:Visų krūmų neapš iksi
"It's impossible to shit in every bush."

14. “Standing Out” is really important
if you want...

More Clients

Higher Rates

Greater Impact
Standing Out also creates RAVING FANS!

15. Standing Out is EXTREMELY
important if you are building
a business based on
relationships.
But it also counts if you are selling a product...I'm just saying.

16. So how do you “Stand Out”?
There are 7 strategies that
you need to address.
Measure yourself on each of these
using a 1 to 5 rating
as you are today.

17. To Stand Out, you
must...
KICK ASS

18. Know Your Customer

Know what their problems are

Know what they care about

Know the trends they are facing

Know how their customers buy

Know their language

19. Know Your Customer

Go deep here. Surface
knowledge is what you do when
you are balancing 12 different
projects in 12 different industries.

KNOWING YOUR CUSTOMER is
essential if you want to get the
rest of these right.

20. MartialArtMarketing.net

22. Intentional Experience

Strategies are developed in advance

Each industry has different “levers” that can
be pushed and pulled to make your business
Stand Out

Great tool available in the book Blue Ocean
Strategy called the “Strategy Canvas”

23. Intentional Experience

A Strategy Canvas is a visual depiction of the current
state of affairs in a specific industry.

This tool maps the factors that the competition focuses
on and invests in such as pricing, marketing, offerings,
delivery, customer service and more.

Then you use it to map out your own factors that are
important to you so that you can Stand Out.

24. Intentional Experience
Traditional Circus vs. Cirque Du Soleil

25. Intentional Experience
The Strategy Canvas for Cirque Du Soleil
Price
StarPerform
ers
Anim
als
Aisle
Concessions
Unique
Venue
Them
ed
ArtisticM
usic
Refined
Low-High
Traditional Circus Cirque Du Soleil
~ The Strategy Canvas is from Blue Ocean Strategy.

26. Intentional Experience
The Strategy Canvas for Cirque Du Soleil
Price
StarPerform
ers
Anim
als
Aisle
Concessions
Unique
Venue
Them
ed
ArtisticM
usic
Refined
Low-High
Traditional Circus Cirque Du Soleil
~ The Strategy Canvas is from Blue Ocean Strategy.

27. Intentional Experience
The Strategy Canvas for Cirque Du Soleil
Price
StarPerform
ers
Anim
als
Aisle
Concessions
Unique
Venue
Them
ed
ArtisticM
usic
Refined
Low-High
Traditional Circus Cirque Du Soleil
~ The Strategy Canvas is from Blue Ocean Strategy.

28. Intentional Experience
Think through how you want your client to
interact with your whole company ...

sales

contracting

delivery

customer service

after the sale
Standing Out happens in every single area
(sometimes it is the smallest area that means the most)

29. Intentional Experience
Digital Agency Industry
Price
Brand
M
arketing
Tim
e
to
Com
plete
ContentStrategy
Custom
Designs
FullIntegrated
Solutions
IndustryFocused
Low-High
Traditional Agency You
~ The Strategy Canvas is from Blue Ocean Strategy.

30. Intentional Experience
Digital Agency Industry
Price
Brand
M
arketing
Tim
e
to
Com
plete
ContentStrategy
Custom
Designs
FullIntegrated
Solutions
IndustryFocused
Low-High
Traditional Agency You
~ The Strategy Canvas is from Blue Ocean Strategy.

31. Consistency

Developing SYSTEMS and
PROCESSES that are consistent
is awesome for you

And your prospects and clients
prefer it.

32. Consistency

33. Consistency

Being consistent in your business allows you
to establish a baseline

Just some areas where consistency matters:
• Proposals
• Billing procedures
• Change Requests
• Project management
• Customer Support
• Client Communication

34. Kommunity
( Yes, I know Community starts with a “C”)

35. Kommunity
Kommunity includes LIVE events
 Conferences
 Socials
 Parties
Kommunity can be VIRTUAL events
Facebook groups
Webinars
LinkedIn groups
Forums
Other social media

36. Kommunity
Kommunity includes LIVE events
 Conferences
 Socials
 Parties
Kommunity can be VIRTUAL events
Facebook groups
Webinars
LinkedIn groups
Forums
Other social media

37. Authenticity

38. Authenticity
 Do you CARE about your clients?
 Do you CARE about their struggles?
 Do you let your personality shine through in
your business?

39. Authenticity
 It is about making a DEEPER connection
Tell stories about your life
Being Authentic is sharing your REAL self

40. SSurpriseurprise

41. Surprise
 Give them more than they EXPECT
 Consistency is the “baseline” but
SURPRISE is the extra
Tip: It is best if is part of your SYSTEMS and PROCESSES
(but you don't tell them in advance)

42. Be Super

43. Be Super

44. Be Super
“We are in the age of the expert. When a
company tries to be all things to all people it
inevitably fails.”
~ Al Ries and Jack Trout,
22 Immutable Laws of Marketing

45. To Stand Out, you must...
KICK ASS

46. So do you “Stand Out”?
Measuring yourself 1 to 5:
1. Know Your Customer
2. Intentional Experience ___
3. Consistency ___
4. Kommunity ___
5. Authenticity ___
6. Surprise ___
7. Super ___
Where are
you today?
Where do you
want to go?