Marc De Turck founded IDEAs, an international consulting company based in Belgium that provides training, coaching, and project management. De Turck has over 20 years of experience in consulting and has worked for organizations like the European Commission. IDEAs offers services in areas like strategic planning, leadership, marketing, and IT to companies in various sectors such as automotive, banking, engineering, and more.
The document outlines the Big6 skills, a 6 step approach to information problem solving developed by Michael B. Eisenberg and Robert E. Berkowitz. The steps are: 1) Task Definition, 2) Information Seeking Strategies, 3) Location and Access, 4) Use of Information, 5) Synthesis, and 6) Evaluation. The document then provides a scenario where the Pokorny family uses the Big6 skills to research what kind of dog to get, walking through each step of the process.
The document discusses concepts related to public relations (PR) and marketing as outlined by L. Ron Hubbard. It defines PR as interpreting company policy to different publics and advising on policy to make the company known and understood. Marketing is defined as packaging and distributing a product to obtain maximum potential and profit. The key difference between PR and marketing is that PR creates understanding of a company while marketing creates demand for products and services.
Marc De Turck founded IDEAs, an international consulting company based in Belgium that provides training, coaching, and project management. De Turck has over 20 years of experience in consulting and has worked for organizations like the European Commission. IDEAs offers services in areas like strategic planning, leadership, marketing, and IT to companies in various sectors such as automotive, banking, engineering, and more.
The document discusses recruiting, motivating, and retaining staff. It identifies four "fatal viruses" that negatively impact knowledge: false data, fixed ideas, rumors, and thinking one knows best. It also outlines characteristics of antisocial and social personalities, noting the importance of identifying social personalities to avoid wrongly attacking others. Key elements for effective teams include coordinated goals, responsibilities, communication rules, and addressing problems. The three conditions of existence are defined as being, doing, and having.
This document discusses concepts from L. Ron Hubbard related to marketing and business management. It covers the three conditions of existence as being, doing, and having. It also discusses concepts like positioning, products as exchange, and conditions of exchange. Marketing is defined as conceiving, packaging, and distributing products. The document provides summaries of Hubbard's teachings on topics like motivation, sales processes, and conditions and their related formulas.
The document discusses three conditions of existence - BE, DO, and HAVE. BE refers to identity and beingness. DO refers to action and accomplishment. HAVE refers to owning and possessing things. It also discusses an organizing board for coordinating different roles or "hats" in an organization, with 7 main divisions and departments within each. Finally, it discusses two types of people - antisocial people who oppose groups, and social people who try to get along. Antisocial people make up 20% of the population and have characteristics like speaking in broad generalizations and dealing in bad news.
The document discusses various topics related to sales and communication including the basics of sales operations, elements of sales like conviction and emotions, conditions of existence, products and different types of exchanges, an emotional tone scale, acknowledgment in communication, a formula for communication, and handling objections. It provides definitions, lists, and short explanations on these topics.
What's The big ideaL? by Colin Mitchell and John ShawNOEMÍ MEDINA
The document discusses the concept of a "big ideaL" which is defined as a concise statement that captures a company or brand's point of view on how the world should be. It argues that brands with a strong big ideaL, expressed as "Brand X believes the world would be a better place if...", tend to be more successful and have stronger brand equity than those without a clear purpose or direction. The document provides several examples of big ideaLs and discusses how they can benefit companies internally, in marketing and communications, and by engaging consumers.
The document outlines the Big6 skills, a 6 step approach to information problem solving developed by Michael B. Eisenberg and Robert E. Berkowitz. The steps are: 1) Task Definition, 2) Information Seeking Strategies, 3) Location and Access, 4) Use of Information, 5) Synthesis, and 6) Evaluation. The document then provides a scenario where the Pokorny family uses the Big6 skills to research what kind of dog to get, walking through each step of the process.
The document discusses concepts related to public relations (PR) and marketing as outlined by L. Ron Hubbard. It defines PR as interpreting company policy to different publics and advising on policy to make the company known and understood. Marketing is defined as packaging and distributing a product to obtain maximum potential and profit. The key difference between PR and marketing is that PR creates understanding of a company while marketing creates demand for products and services.
Marc De Turck founded IDEAs, an international consulting company based in Belgium that provides training, coaching, and project management. De Turck has over 20 years of experience in consulting and has worked for organizations like the European Commission. IDEAs offers services in areas like strategic planning, leadership, marketing, and IT to companies in various sectors such as automotive, banking, engineering, and more.
The document discusses recruiting, motivating, and retaining staff. It identifies four "fatal viruses" that negatively impact knowledge: false data, fixed ideas, rumors, and thinking one knows best. It also outlines characteristics of antisocial and social personalities, noting the importance of identifying social personalities to avoid wrongly attacking others. Key elements for effective teams include coordinated goals, responsibilities, communication rules, and addressing problems. The three conditions of existence are defined as being, doing, and having.
This document discusses concepts from L. Ron Hubbard related to marketing and business management. It covers the three conditions of existence as being, doing, and having. It also discusses concepts like positioning, products as exchange, and conditions of exchange. Marketing is defined as conceiving, packaging, and distributing products. The document provides summaries of Hubbard's teachings on topics like motivation, sales processes, and conditions and their related formulas.
The document discusses three conditions of existence - BE, DO, and HAVE. BE refers to identity and beingness. DO refers to action and accomplishment. HAVE refers to owning and possessing things. It also discusses an organizing board for coordinating different roles or "hats" in an organization, with 7 main divisions and departments within each. Finally, it discusses two types of people - antisocial people who oppose groups, and social people who try to get along. Antisocial people make up 20% of the population and have characteristics like speaking in broad generalizations and dealing in bad news.
The document discusses various topics related to sales and communication including the basics of sales operations, elements of sales like conviction and emotions, conditions of existence, products and different types of exchanges, an emotional tone scale, acknowledgment in communication, a formula for communication, and handling objections. It provides definitions, lists, and short explanations on these topics.
What's The big ideaL? by Colin Mitchell and John ShawNOEMÍ MEDINA
The document discusses the concept of a "big ideaL" which is defined as a concise statement that captures a company or brand's point of view on how the world should be. It argues that brands with a strong big ideaL, expressed as "Brand X believes the world would be a better place if...", tend to be more successful and have stronger brand equity than those without a clear purpose or direction. The document provides several examples of big ideaLs and discusses how they can benefit companies internally, in marketing and communications, and by engaging consumers.
Criteria for a great marketing book: ideas from psychology, behavioral economics, marketing, advertising, and business about how to influence behavior and buying patterns at the edges of bounded rationality
Leveraging Human experience into Customer experience
Eating the big fish modern enterpreneurship - arise robyArise Roby
IT IS NOT WITH BIG FISH EATING SMALL FISH if you watch clearly who cannot gallop in terms of Creativity and Change according business scenario are out of the race.
This document discusses the origins and nature of entrepreneurship through the perspectives of several influential thinkers. It provides biographies of Joseph Schumpeter, Karl Vesper, Howard Stevenson, and Peter Drucker, who were early contributors to the study and understanding of entrepreneurship. The document also outlines seven steps to becoming an entrepreneur: 1) finding the right business, 2) determining if education is needed, 3) planning the business, 4) finding the target audience, 5) networking, 6) selling the business idea, and 7) marketing. Overall, the document provides foundational information about entrepreneurship through the lens of important scholars and offers practical guidance for aspiring entrepreneurs.
Timeless Ventures aims to create a startup factory and venture capital firm that provides a highly accessible platform for entrepreneurs. It will offer education, mentorship, resources and seed funding to help people develop their ideas. The document outlines some key problems Timeless Ventures seeks to address, such as lack of creativity and high educational debt. It argues entrepreneurship cannot be taught in traditional classrooms and that current startup accelerators are too selective. Timeless Ventures positions itself as a more inclusive solution that will support a diverse range of founders and ideas. It aims to create a nurturing community for startups through its accelerator program and services.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Page 1 of 31
10/1/2016
5
Cultivating a Global Mindset
I define globalization as sourcing capital from where it is cheapest, sourcing talent
from where it is best available, producing where it is most cost effective and selling
where the markets are without being constrained by national boundaries.
—N. R. Narayana Murthy, Chairman,
Infosys Technologies
1
There are no German or American companies.
There are only successful or unsuccessful companies.
—Thomas Middlehoff, Chairman ( 1998-2002),
—Bertelsmann AG
2
Individuals differ in how they sense and interpret the world around them. So do
organizations. And these differences matter. They matter because it is how we perceive
our environment as well as ourselves that determines which of the multitude of
opportunities and problems we go after and how we do so.
3
Consider, for example, this
seemingly simple question: “What is Marriott’s market share in the lodging business?”
The answer, or answers, would depend on your perception of the company’s relevant
opportunity space: the North American hotel market, the global hotel market, or the
global lodging market including not only hotels but also other forms of lodging, such
as apartments, college dormitories, and even prisons.
As part of our ongoing research on the global corporation, we posed the following
question to the CEO of one of the world’s largest
pharmaceutical corporations: “What are the three things that might keep you awake at
night?” His response: “First, people development. Second, setting business priorities
to make sure that the short term doesn’t drive out the long term. And, third, setting
the tone for creating a global mindset.” Although their words may differ, other CEOs
and senior executives echo this viewpoint.
Page 2 of 31
10/1/2016
Any company that wants to emerge as the global leader in its industry has to lead in
three tasks: discovering new market opportunities, establishing presence in key
markets, and converting such presence into global competitive advantage. How does
one do that in today’s environment? Rooted in the premise that managers pursue only
those market and resource opportunities that they discern, we would contend that a
deeply embedded global mindset is a prerequisite for global industry dominance. As
Sam Palmisano, CEO of IBM Corporation, observed:
Today, for the first time in human history, everything is connected. There are a
billion people and hundreds of millions of businesses on the World Wide Web. And,
the Web has emerged as much more than a connectivity medium. It has become a
global platform of work Think back to how we at IBM historically developed leaders
all over the world. That model worked well if you put most of your global mission in
the ‘home country’—in our case the U.S.—and installed strong local leaders heading
up local country organizations. In other words, management was still largely
defined by national .
Superstar CEOs and Hollywood actors know that generating visibility is critical to success. Putting your leaders out as the public face for your organization can help you too. Here's how to get started
These are my notes and key take aways from TNW Conference. I made this ppt as a report for work which is one of those big corporations that don't get off so easily here ;-) Have to say I agree with most of these views though, it was good to hear a different view.
Personal branding is the process of marketing oneself to others. It involves discovering your brand values and mission, creating a personal brand statement, and developing a personal branding toolkit. This toolkit includes elements like a business card, resume, LinkedIn profile, blog/website, and social media profiles. It is important to monitor your brand online using tools like Google, blog comments, and social media analytics services. Once developed, a personal brand must be promoted to the target audience in order to be successful.
I Secret no more! deler 45 globale topledere, iværksættere og innovatører deres hemmeligheder med læserne. Det giver et unikt indblik i, hvordan folk som Guy Kawasaki, Robin Sharma, Kevin Kruse, Derek Sivers og mange flere tænker og arbejder.
Bogen består både af artikler skrevet af de 45 bidragsydere samt interviews, som jeg har foretaget med en lang række af dem.
The document provides lessons from iconic product managers throughout history, including Thomas J. Watson Jr., Henry Ford, Steve Jobs, Bill Gates, Ferdinand Porsche, and others. It discusses their philosophies and contributions, such as Watson's belief that good design is good business, Ford's views on quality and market saturation, Jobs' focus on deciding what not to do, and Gates' creation of new markets. Contemporary visionaries like Elon Musk, Larry Ellison, Jeff Bezos, and Larry Page are also examined for their product leadership, vision, and business strategies. Lesser known figures like Marissa Mayer, Jack Dorsey, and Thomas Kurian are highlighted for enforcing vision, identifying opportunities, and using their own products
CIO Look unveil inspiring stories, interviews of many passionate leaders in special edition “Inspiring Business Leaders Making a Difference, 2019 (VOL.2)”
This document outlines five laws of sales in the modern era according to Patrik von Bergen:
1. The buying process has changed dramatically due to the internet and abundance of information available to buyers. Buyers do extensive research online before meeting with salespeople.
2. The buying process often starts online through independent research rather than through direct interaction with salespeople. Companies must support buyers throughout their online journey.
3. Companies must embrace the "long tail" concept and offer many niche products at various price points to appeal to different customer needs uncovered through their online research.
4. The role of marketing is to provide pre-qualified buyers to sales, not mass branding. Marketing and sales teams must work closely
DLYohn Brand-As-Business Perspectives from Jim Stengel's GROWDenise Yohn
excerpts from Jim Stengel's book, Grow: How Ideals Power Growth and Profit at the World's Greatest Companies, to show how to use your brand platform as a management tool to fuel, align, and guide every task you undertake.
This document announces the top 40 innovation bloggers of 2012 as voted on after two weeks of consideration. It provides a brief introduction to each blogger including their name, position or company, areas of expertise, and links to further information. The document encourages readers to support their favorite bloggers who didn't make the list in hopes of seeing them included in future years. It also provides information on how to get involved in the Innovation Excellence community.
This document provides a summary of the key concepts from the book "Positioning" by Al Ries and Jack Trout. It discusses how positioning involves establishing a product, service, or brand in the mind of the consumer or decision-maker. It explains how overcommunication has led consumers to simplify information and only accept messages that match their prior beliefs. Therefore, effective positioning strategies focus on how the target audience already perceives a product rather than the product itself. The summary also highlights techniques discussed in the book for positioning new products in relation to market leaders as well as strategies for market leaders to maintain their position.
We are proud to announce a downloadable PDF version of our popular list of the Top 40 Innovation Bloggers of 2010. Is your favorite innovation author or blogger on the list? If not, please encourage them to join the Innovation Excellence community and then 'Add Content' from the site's main menu.
Positioning The Battle For Your Mind by Al Ries & Jack TroutSameer Mathur
Advertising is a brutal business where mistakes can be costly and positioning is a major part of advertising. Positioning is not what you do to a product but it is what you do to the mind of the prospect. The book explains how to get into the mind of your target customers. Read the summary of the book created by Prof. Sameer Mathur.
Peter Ferdinand Drucker (November 19, 1909 – November 11, 2005) was a writer, management consultant, and self-described “social ecologist.” His books and scholarly and popular articles explored how humans are organized across the business, government and the nonprofit sectors of society. He is one of the best-known and most widely influential thinkers and writers on the subject of management theory and practice. His writings have predicted many of the major developments of the late twentieth century, including privatization and decentralization; the rise of Japan to economic world power; the decisive importance of marketing; and the emergence of the information society with its necessity of lifelong learning. In 1959, Drucker coined the term “knowledge worker" and later in his life considered knowledge work productivity to be the next frontier of management.
1) The document discusses the importance of personal branding and developing a brand for oneself, as individuals are now CEOs of their own companies, called "Me Inc.".
2) Building a powerful personal brand provides a promise of quality, consistency and reliability to clients that fuels loyal relationships and allows individuals to stand out in their field of expertise.
3) Developing an emotional connection through one's personal brand allows individuals to tap into emotions that drive decisions and become a story that resonates with people on a deeper level.
There are three conditions of existence according to L. Ron Hubbard: to be, to do, and to have. To be is one's identity or profession. To do is action and accomplishment of goals. To have is owning or possessing objects. Effective communication requires cause, distance, effect, intention, attention, duplication, and understanding. The formula for communication is that a person is as alive as they can communicate.
This document provides an overview of strategic sales concepts from L. Ron Hubbard. It discusses the 3 conditions of existence - being, doing, and having. It outlines the 4 exact steps in sales as contacting, handling, salvaging, and bringing the client to understanding. It also discusses products and exchange, motivation scales, and establishing communication rules for an effective team. The overall summary is that the document outlines key sales strategies and concepts from L. Ron Hubbard including the conditions of existence, steps in the sales process, and elements for an effective sales team.
Criteria for a great marketing book: ideas from psychology, behavioral economics, marketing, advertising, and business about how to influence behavior and buying patterns at the edges of bounded rationality
Leveraging Human experience into Customer experience
Eating the big fish modern enterpreneurship - arise robyArise Roby
IT IS NOT WITH BIG FISH EATING SMALL FISH if you watch clearly who cannot gallop in terms of Creativity and Change according business scenario are out of the race.
This document discusses the origins and nature of entrepreneurship through the perspectives of several influential thinkers. It provides biographies of Joseph Schumpeter, Karl Vesper, Howard Stevenson, and Peter Drucker, who were early contributors to the study and understanding of entrepreneurship. The document also outlines seven steps to becoming an entrepreneur: 1) finding the right business, 2) determining if education is needed, 3) planning the business, 4) finding the target audience, 5) networking, 6) selling the business idea, and 7) marketing. Overall, the document provides foundational information about entrepreneurship through the lens of important scholars and offers practical guidance for aspiring entrepreneurs.
Timeless Ventures aims to create a startup factory and venture capital firm that provides a highly accessible platform for entrepreneurs. It will offer education, mentorship, resources and seed funding to help people develop their ideas. The document outlines some key problems Timeless Ventures seeks to address, such as lack of creativity and high educational debt. It argues entrepreneurship cannot be taught in traditional classrooms and that current startup accelerators are too selective. Timeless Ventures positions itself as a more inclusive solution that will support a diverse range of founders and ideas. It aims to create a nurturing community for startups through its accelerator program and services.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Page 1 of 31
10/1/2016
5
Cultivating a Global Mindset
I define globalization as sourcing capital from where it is cheapest, sourcing talent
from where it is best available, producing where it is most cost effective and selling
where the markets are without being constrained by national boundaries.
—N. R. Narayana Murthy, Chairman,
Infosys Technologies
1
There are no German or American companies.
There are only successful or unsuccessful companies.
—Thomas Middlehoff, Chairman ( 1998-2002),
—Bertelsmann AG
2
Individuals differ in how they sense and interpret the world around them. So do
organizations. And these differences matter. They matter because it is how we perceive
our environment as well as ourselves that determines which of the multitude of
opportunities and problems we go after and how we do so.
3
Consider, for example, this
seemingly simple question: “What is Marriott’s market share in the lodging business?”
The answer, or answers, would depend on your perception of the company’s relevant
opportunity space: the North American hotel market, the global hotel market, or the
global lodging market including not only hotels but also other forms of lodging, such
as apartments, college dormitories, and even prisons.
As part of our ongoing research on the global corporation, we posed the following
question to the CEO of one of the world’s largest
pharmaceutical corporations: “What are the three things that might keep you awake at
night?” His response: “First, people development. Second, setting business priorities
to make sure that the short term doesn’t drive out the long term. And, third, setting
the tone for creating a global mindset.” Although their words may differ, other CEOs
and senior executives echo this viewpoint.
Page 2 of 31
10/1/2016
Any company that wants to emerge as the global leader in its industry has to lead in
three tasks: discovering new market opportunities, establishing presence in key
markets, and converting such presence into global competitive advantage. How does
one do that in today’s environment? Rooted in the premise that managers pursue only
those market and resource opportunities that they discern, we would contend that a
deeply embedded global mindset is a prerequisite for global industry dominance. As
Sam Palmisano, CEO of IBM Corporation, observed:
Today, for the first time in human history, everything is connected. There are a
billion people and hundreds of millions of businesses on the World Wide Web. And,
the Web has emerged as much more than a connectivity medium. It has become a
global platform of work Think back to how we at IBM historically developed leaders
all over the world. That model worked well if you put most of your global mission in
the ‘home country’—in our case the U.S.—and installed strong local leaders heading
up local country organizations. In other words, management was still largely
defined by national .
Superstar CEOs and Hollywood actors know that generating visibility is critical to success. Putting your leaders out as the public face for your organization can help you too. Here's how to get started
These are my notes and key take aways from TNW Conference. I made this ppt as a report for work which is one of those big corporations that don't get off so easily here ;-) Have to say I agree with most of these views though, it was good to hear a different view.
Personal branding is the process of marketing oneself to others. It involves discovering your brand values and mission, creating a personal brand statement, and developing a personal branding toolkit. This toolkit includes elements like a business card, resume, LinkedIn profile, blog/website, and social media profiles. It is important to monitor your brand online using tools like Google, blog comments, and social media analytics services. Once developed, a personal brand must be promoted to the target audience in order to be successful.
I Secret no more! deler 45 globale topledere, iværksættere og innovatører deres hemmeligheder med læserne. Det giver et unikt indblik i, hvordan folk som Guy Kawasaki, Robin Sharma, Kevin Kruse, Derek Sivers og mange flere tænker og arbejder.
Bogen består både af artikler skrevet af de 45 bidragsydere samt interviews, som jeg har foretaget med en lang række af dem.
The document provides lessons from iconic product managers throughout history, including Thomas J. Watson Jr., Henry Ford, Steve Jobs, Bill Gates, Ferdinand Porsche, and others. It discusses their philosophies and contributions, such as Watson's belief that good design is good business, Ford's views on quality and market saturation, Jobs' focus on deciding what not to do, and Gates' creation of new markets. Contemporary visionaries like Elon Musk, Larry Ellison, Jeff Bezos, and Larry Page are also examined for their product leadership, vision, and business strategies. Lesser known figures like Marissa Mayer, Jack Dorsey, and Thomas Kurian are highlighted for enforcing vision, identifying opportunities, and using their own products
CIO Look unveil inspiring stories, interviews of many passionate leaders in special edition “Inspiring Business Leaders Making a Difference, 2019 (VOL.2)”
This document outlines five laws of sales in the modern era according to Patrik von Bergen:
1. The buying process has changed dramatically due to the internet and abundance of information available to buyers. Buyers do extensive research online before meeting with salespeople.
2. The buying process often starts online through independent research rather than through direct interaction with salespeople. Companies must support buyers throughout their online journey.
3. Companies must embrace the "long tail" concept and offer many niche products at various price points to appeal to different customer needs uncovered through their online research.
4. The role of marketing is to provide pre-qualified buyers to sales, not mass branding. Marketing and sales teams must work closely
DLYohn Brand-As-Business Perspectives from Jim Stengel's GROWDenise Yohn
excerpts from Jim Stengel's book, Grow: How Ideals Power Growth and Profit at the World's Greatest Companies, to show how to use your brand platform as a management tool to fuel, align, and guide every task you undertake.
This document announces the top 40 innovation bloggers of 2012 as voted on after two weeks of consideration. It provides a brief introduction to each blogger including their name, position or company, areas of expertise, and links to further information. The document encourages readers to support their favorite bloggers who didn't make the list in hopes of seeing them included in future years. It also provides information on how to get involved in the Innovation Excellence community.
This document provides a summary of the key concepts from the book "Positioning" by Al Ries and Jack Trout. It discusses how positioning involves establishing a product, service, or brand in the mind of the consumer or decision-maker. It explains how overcommunication has led consumers to simplify information and only accept messages that match their prior beliefs. Therefore, effective positioning strategies focus on how the target audience already perceives a product rather than the product itself. The summary also highlights techniques discussed in the book for positioning new products in relation to market leaders as well as strategies for market leaders to maintain their position.
We are proud to announce a downloadable PDF version of our popular list of the Top 40 Innovation Bloggers of 2010. Is your favorite innovation author or blogger on the list? If not, please encourage them to join the Innovation Excellence community and then 'Add Content' from the site's main menu.
Positioning The Battle For Your Mind by Al Ries & Jack TroutSameer Mathur
Advertising is a brutal business where mistakes can be costly and positioning is a major part of advertising. Positioning is not what you do to a product but it is what you do to the mind of the prospect. The book explains how to get into the mind of your target customers. Read the summary of the book created by Prof. Sameer Mathur.
Peter Ferdinand Drucker (November 19, 1909 – November 11, 2005) was a writer, management consultant, and self-described “social ecologist.” His books and scholarly and popular articles explored how humans are organized across the business, government and the nonprofit sectors of society. He is one of the best-known and most widely influential thinkers and writers on the subject of management theory and practice. His writings have predicted many of the major developments of the late twentieth century, including privatization and decentralization; the rise of Japan to economic world power; the decisive importance of marketing; and the emergence of the information society with its necessity of lifelong learning. In 1959, Drucker coined the term “knowledge worker" and later in his life considered knowledge work productivity to be the next frontier of management.
1) The document discusses the importance of personal branding and developing a brand for oneself, as individuals are now CEOs of their own companies, called "Me Inc.".
2) Building a powerful personal brand provides a promise of quality, consistency and reliability to clients that fuels loyal relationships and allows individuals to stand out in their field of expertise.
3) Developing an emotional connection through one's personal brand allows individuals to tap into emotions that drive decisions and become a story that resonates with people on a deeper level.
There are three conditions of existence according to L. Ron Hubbard: to be, to do, and to have. To be is one's identity or profession. To do is action and accomplishment of goals. To have is owning or possessing objects. Effective communication requires cause, distance, effect, intention, attention, duplication, and understanding. The formula for communication is that a person is as alive as they can communicate.
This document provides an overview of strategic sales concepts from L. Ron Hubbard. It discusses the 3 conditions of existence - being, doing, and having. It outlines the 4 exact steps in sales as contacting, handling, salvaging, and bringing the client to understanding. It also discusses products and exchange, motivation scales, and establishing communication rules for an effective team. The overall summary is that the document outlines key sales strategies and concepts from L. Ron Hubbard including the conditions of existence, steps in the sales process, and elements for an effective sales team.
The document discusses marketing, promotion, and dissemination. It provides definitions and explanations of these terms from L. Ron Hubbard's works. Marketing is defined as conceiving, packaging, and distributing a product to maximize potential and compensation. Promotion aims to make something well known and well thought of by offering what will elicit a response. Dissemination means broadly spreading information about an organization. Surveys are emphasized as essential to determine what products or messages people will respond to positively.
The document discusses four fatal viruses in knowledge that can undermine staff motivation: false data, fixed ideas, rumors, and know-best attitudes. It also discusses characteristics of antisocial and social personalities, noting that antisocial people make up about 20% of the population and tend to oppose improvement efforts, while social people comprise the other 80% and generally aim to get along with others. Effective teams are built on clear goals, roles, communication rules, and addressing problems created by dysfunctional people.
The document discusses strategic tools for managers to free themselves from daily activities. It outlines vital elements of effective teams, including setting goals and strategy, assigning roles and responsibilities, and establishing communication rules. It also discusses potential problems such as lack of goals or roles, and their solutions. The document then covers the administrative scale used to manage organizations, from setting goals down to tracking valuable final products. It explains conditions of existence as being, doing, and having, and how to coordinate roles using an organizing board with hats at different levels to ensure production of valuable final products.
This document discusses concepts related to communication from the works of L. Ron Hubbard. It outlines the basics of communication as being there, looking, and not lying. It then defines the components of understanding as affinity, reality, and communication. Affinity is defined as liking or emotional reaction, reality as what seems to be or agreed upon, and communication as the exchange of ideas between two people. It presents the formula for communication as cause, distance, effect with intention, attention, and duplication with understanding. Finally, it discusses getting a person to explain their point of view so they feel less defensive and able to acknowledge other perspectives.
This document provides a call pattern for cold and hot sales prospects. It instructs the salesperson to introduce themselves and HAURATON, then ask to speak to the person responsible for project planning. If speaking to a secretary, the salesperson should acknowledge any objections, ask for the contact's name and best time to call back. False objections should be acknowledged and addressed, while true objections require understanding the person's perspective before proposing a solution. The goal is to schedule a meeting by obtaining the contact directly or a date/time for a future call. Follow up includes confirming details in writing, acknowledging the prospect, tracking statistics, and ensuring CRM is updated.
1. IDEAs – Free BOSS International
Training. Consulting. Project Management
39, Tzvetna gradina Str.,Floor 4, Apt 19, 1421 Sofia - BULGARIA
Tel./Fax +359 (02) 962 3984; Mob. +359 (0) 878 532 629ideasbulgaria@ideas-reality.com;
www.ideas-freeboss.com
Head office in Belgium: Veilinglaan 46, 1861 Meise
2. Marc De Turck – Founder IDEAs
Marc de Turck is an international business coach, consultant
and trainer, worked for European Commission funded consulting
projects towards governmental institutions in Belgium, Bulgaria,
Surinam, Algeria.
Marc has a Masters in Business Economics and WISE consultant
license in administrative technology of the Hubbard management
System, studied in HCA College of Administration, West Sussex
(Great Britain).
Marc realized consulting projects for KPMG, DHL, COLLIERS
Int., DAEMON and many others. Marc trains, coaches, tests and
manages projects for leaders and innovators in the business,
social, academic and political world. Marc has delivered
workshops on leadership, management and motivation to career
counselors representing 200 000 students in Bulgaria and to
more than 100 university graduates.
Marc has personally coached more than 450 leading companies
in Europe, trained more than 12 000 Government Officials and
Business Leaders and worked on different EU funded projects.
One of his last assignments was that of team leader of a project
modernizing the Bulgarian State Administration and an
equivalent project in Suriname.
Marc has a mission to help leaders in the social, economic and
academic world by providing effective solutions to deal with their
daily problems.
3. Company “IDEAs – FreeBOSS”
International Consulting Company “IDEAs – FreeBOSS”
(“From idea of a business – to free boss”) has Head Quarters in
Belgium, Brussels. (www.ideas-freeboss.com ), incorporated in 1999 and
has today different Associates throughout Europe and recently in
Suriname.
Today, IDEAS has over 20 associates and is active all around Europe.
Company provides consulting, seminars, trainings, individual coaching
for business owners in the following subjects:
• Strategic consulting
• Goal setting and leadership
• Planning and organization
• Motivation and communication
• Human resources management
• Conflict prevention
• Sales and marketing
• Financial planning
• Investment management
• Security management
• Information technology
• Public relations and affairs
4. Company “IDEAs – FreeBOSS”
IDEAS International has a wide range of
references
in the following sectors:
• Automotive
• Architecture
• Banking
• Building contracting
• Building materials and tools
• Dental tools, materials
• Distribution
• Electric supply
• Engineering
• Food production and supply
• Gas supply
• Hotels and restaurants
• Insurance
• Interior Design
• International Trade
• ICT
• Leasing and Brokerage
• Renting
• Software
If you would like to have more
information on a specific
industry and/or organization,
please contact us by mail
marcdeturck@ideas-reality.com
.
We will be delighted to show
you letters of recommendation
we have received
from individuals and
companies
5. Understand and expand
your client base
Drs. Marc J. De Turck
Based on the works of L. Ron Hubbard
6. The Basics of operation
Be there
Look
Don’t lie
9. Сonditions of existence
There are three conditions of
existence
These three conditions comprise
life
They are BE, DO and HAVE
L. Ron Hubbrd, Fundaentals of thought
10. Сonditions of existence
BE
The condition of being is defined as the
assumption (choosing) of a category of identity.
An example of beingness could be one's own
name.
Another example would be one's profession.
L. Ron Hubbrd, Fundaentals of thought
11. Сonditions of existence
DO
The second condition of existence is doing.
By doing, we mean action, function,
accomplishment, the attainment of goals,
the fulfilling of purpose, or any change of
position in space.
L. Ron Hubbrd, Fundaentals of thought
12. Сonditions of excistence
HAVE
The third condition of existence is havingness.
By havingness we mean owning, possessing,
being capable of commanding, positioning,
taking charge of objects, energies or spaces.
L. Ron Hubbrd, Fundaentals of thought
13. Products and exchange
A product is a finished high quality service or article,
in the hands of the being or group it serves, as an exchange
for a valuable. ….
It's a finished high quality service or article in the hands of
the
consumer as an exchange for a valuable.
In other words it isn't a product at all unless it's exchanged.
Unless it's exchangeable it's not a product at all.
Even the individual has to put his service or article in the
hands of some other staff member before it could be called
a product.
Product is exchange, exchange is product.
L. Ron Hubbard, Management technology defined
14. Products - Ice cream
Result of YOU
Result of Product
Result of Company
L. Ron Hubbard, Management technology defined
15. Positioning:
“Old advertising tech is worn out… they have a new tech
called positioning. “This means putting a subject (like
shaving cream) into a relative position with other
products. People only remember, they say, by relating
one thing to another.”
“A position is where you put a product in somebody’s
life or mind and in relation to other products.”
L. Ron Hubbard, Modern Management Technology Defined,
“Positioning” p. 398
*
16. “Fast communication is most easily done by
comparisons…
“So we get a law which is this:
“THE UNFAMILIAR IS RAPIDLY
INTRODUCED OR
COMMUNICATED BY COMPARING IT TO
A FAMILIAR.”
L. Ron Hubbard, Management Series, Vol. 3
“Marketing Series 5, PR Series 30, Positioning, Philosophic Theory” p. 181-182
19. POSITIONING, PHILOSOPHIC
THEORY
“There is an excellent booklet called:
“The Positioning Era” put out by Ries
Cappiello Colwell, Inc., 1212 Avenue of
the Americas, New York, NY 10036,
which has been reprinted and issued as
HCO PL 13 Sept. 88R, Marketing Series
24, THE POSITIONING ERA. It is an
excellent book”. – LRH
HCO PL 30 January 1979, POSITIONING,
PHILOSOPHIC THEORY
20. THE POSITIONING ERA
“The little booklet on this is proved
below – “The Positioning Era,” written
by Jack Trout and Al Ries, published
by
Ries Cappiello Colwell, Inc., 1212.
It is a vital tool.” – LRH
HCO PL 13 Sept. 88R, Marketing Series 24, THE
POSITIONING ERA
21. 1. THE LAW OF LEADERSHIP
“It’s better to be first than it is to be
better.
The basic issue in marketing is
creating a category you can be first
in. it’s the law of leadership. It’s better
to be first than it is to be better.”
22. THE LAW OF LEADERSHIP
What’s the name of the first person to fly
the Atlantic Ocean solo? Charles
Lindbergh, right? What’s the name of
the second person to fly Atlantic Ocean
solo? Not so easy to answer, is it?
Niel Armstrong was the first person to
walk on the moon. Who was second?
George Washington was the first
president of the United States. Who was
second?
23. 2. THE LAW OF THE
CATEGORY
If you can’t be first in a category, set up
a new category you can be first in.
The most successful computer company
of the seventies and eighties next to IBM
was Digital Equipment Corporation. IBM
was first in computers. DEC was first in
microcomputers.
Many other computer companies
became rich and famous by following a
simple principle: If you can’t be first in a
category, set up a new category you can
be first in.
24. NUMBER TWO STRATEGY
“Most companies are in the No. 2,3,4
or even worse category. What then?
“simply stated, the first rule of
positioning is this:
You can’t compete, head-on against a
company that has a strong,
established position. You can go
around, under or over, but never
head-to-head.”
25. The classic example of No. 2 strategy is
AVIS. But many marketing people misread
the AVIV story. They assume the company
was successful because it tried harder.
Not at all. Avis was successful because it
related itself to the position of Hertz. Avis
preempted the No. 2 position. (if trying harder
were the secret of success, Harold Stassen
would be President.)
*preempted: to take the place of something else.
26. Most marketplaces have room for a
strong No. 2 company provided they
position themselves clearly as an
alternative to the leader…
27. 3. THE LAW OF THE MIND
It’s better to be first in the mind than to be first
in the marketplace.
The law of mind follows from the law of
perception. If marketing is a battle of
perception, not product, then the mind takes
precedence over the marketplace.
For example, IBM wasn’t first in the
marketplace with the mainframe computer. But
thanks to a massive marketing effort, IBM got
into the mind and won the computer battle
early.
28. 4. THE LAW OF PERCEPTION
Marketing is not a battle of products,
it’s a battle of perceptions.
29. 5. THE LAW OF FOCUS
The most powerful concept in marketing
is owning a word in the prospect’s mind.
A company can become incredibly
successful if it can find a way to own a
word in the mind of the prospect. Not a
complicated word. Not an invented one.
The simple are best, words taken right
out of the dictionary.
30. MARKETING:
“The conceiving and packaging and the
moving of a specific product into public
hands. It means to prepare and take to
and place on the market in such a way
as to obtain maximum potential and
recompense.”
L. Ron Hubbard, Management Series, Vol. 3 p. 174
“Marketing, Promotion and Dissemination Defined”.*
31. Motivation Scale
Duty highest
Personal conviction
Personal gain
Money lowest
L. Ron hubbard, Motivation scale
32. Products and exchange
Conditions of exchange
1. Rip-off
First consider a group which takes in
money but does not deliver anything in
exchange. This is called rip-off.
2. Partial exchange
The group takes in order or money for
goods and then delivers part of it or a
corrupted version of what was ordered.
L. Ron Hubbard, Finance series 36
33. Products and exchange
Conditions of exchange
3. Fair exchange
One takes in orders and money and one
delivers exactly as was ordered.
4. Exchange in abundance
Here one does not give two for one or free
service but gives something more valuable
than money was received for.
Л. Рон Хаббард, Серрия Финансы 28
34. The Emotional tone scale
4.0 Enthusiasm
3.3 Strong interest
3.0 Conservatism
2.5 Boredom
2.0 Antagonism
1.5 Anger
1.1 Covert Hostility
1.0 Fear
0.5 Grief
0.05 Apathy
L. Ron Hubbard, The emotional tone scale
35. 4 exact steps
Contact
Handle
Salvage
Bring to understanding
L. Ron Hubbard, Dissem drill
36. 4 exact steps in sales
CONTACT
Clear and simple
On a fair
On a meeting
In a train, ….
On holiday
In a restaurant
Use tone scale
37. 4 exact steps in sales
HANDLE
Handle all antagonism towards YOU
and towards your product and your
company
Control, direct, ….
38. 4 exact steps in sales
HANDLE
Interest
Communication
Control
Help
L.Ron Hubbard Precession proces
39. 4 exact steps
Salvage
What does the person need?
Why doe she need this?
How does this have an effect upon him?
What would happen if he wouldn’t get
what he needs?
How long is this going on?
Does he really think he can get it?
40. 4 exact steps in sales
Bring to understanding and propose
False objection : is changing
Do not change – come back with
same proposal
Real objection is coming back
41. 4 exact steps
Closing with real objection
1. Understand the objection
2. Find something the person is right and
acknowledge this
3. Wait
4. Come back with your proposal
5. Ask for his solution
Never give a solution, give data.
42. Conditions and formulas
10
9
8
7
6
5
4
3
2
1
0
W1 W2 W3 W4 W5 W6 W7 W8
Non-existence
1. Find a communication line.
2. Make yourself known.
3. Discover what is needed or wanted.
4. Do, produce and/or present it.
10
9
8
7
6
5
4
3
2
1
0
1 2 3 4 5 6 7 8
L. Ron Hubbard, Ethis, the Condtions formulas
43. Conditions and formulas
Danger
1. Bypass habits or normal routines.
2. Handle the situation and any danger in it.
3. Assign self a Danger condition.
4. Get in your own personal ethics by
finding what you are doing that is out-ethics
and use self-discipline to correct
it and get honest and straight.
5. Reorganize your life so that the
dangerous situation is not continually
happening to you.
6. Formulate and adopt firm policy that will
hereafter detect and prevent the same
situation from continuing to occur.
10
9
8
7
6
5
4
3
2
1
0
1 2 3 4 5 6 7 8
L. Ron Hubbard, Ethis, the Condtions formulas
44. Conditions and formulas
Emergency
1. Promote. That applies to an organization.
To an individual you had better say
produce.
2. Change your operating basis.
3. Economize.
4. Then prepare to deliver.
5. Part of the condition of Emergency
contains this little line—you have got to
stiffen discipline or you have got to
stiffen ethics.
L. Ron Hubbard, Ethis, the Condtions formulas
10
9
8
7
6
5
4
3
2
1
0
1 2 3 4 5 6 7 8
45. Conditions and formulas
Normal
1. The way you maintain an increase is
when you are in a state of Normal
Operation you don’t change
anything.
2. Ethics are very mild, the justice
factor is quite mild, there are no
savage actions taken particularly.
3. When a statistic betters then look it
over carefully and find out what
bettered it, and then do that without
abandoning what you were doing
before.
4. Every time a statistic worsens slightly,
quickly find out why and remedy it.
L. Ron Hubbard, Ethis, the Condtions formulas
10
9
8
7
6
5
4
3
2
1
0
1 2 3 4 5 6 7 8
46. Conditions and formulas
Normal
1. The way you maintain an increase is
when you are in a state of Normal
Operation you don’t change
anything.
2. Ethics are very mild, the justice
factor is quite mild, there are no
savage actions taken particularly.
3. When a statistic betters then look it
over carefully and find out what
bettered it, and then do that without
abandoning what you were doing
before.
4. Every time a statistic worsens slightly,
quickly find out why and remedy it.
L. Ron Hubbard, Ethis, the Condtions formulas
10
9
8
7
6
5
4
3
2
1
0
1 2 3 4 5 6 7 8
47. Conditions and formulas
Affluence
1. Economize. Now the first thing you must
do in Affluence is economize and then
make very, very sure that you don’t buy
anything that has any future
commitment to it
2. Pay every bill.
3. Invest the remainder in service facilities;
make it more possible to deliver.
4. Discover what caused the condition of
Affluence and strengthen it.
L. Ron Hubbard, Ethis, the Condtions formulas
20
19
18
17
16
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
0
1 2 3 4 5 6 7 8
48. Conditions and formulas
Power
The first law of a condition of Power is don’t
disconnect. You can’t just deny your
connections; what you have got to do is
take ownership and responsibility for your
connections.
2. The first thing you have got to do is make a
record of all of its lines. And that is the only
way you will ever be able to disconnect. So
on a condition of Power the first thing you
have to do is write up your wholepost. You
have made it possible for the next fellow in
to assume the state of Power Change. If
you don’t write up your whole post, you are
going to be stuck with a piece of that post
since time immemorial, and a year or so
later somebody will still be coming to you
asking you about that post which you
occupied.
3. The responsibility is write the thing up and
get it into the hands of the guy who is going
to take care of it.
4. Do all you can to make the post occupiable.
L. Ron Hubbard, Ethis, the Condtions formulas
20
19
18
17
16
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
0
1 2 3 4 5 6 7 8