To quote Dan Heath, most mission statements are "really long on statement and really short on mission." We'll lead you through a series of questions to ask your team to discover what makes you truly unique and valuable to your customers.

1. STRATEGIC COMMUNICATIONS AND INTEGRATED MARKETING
uncoveringyour
uniquevalueproposition

2. Goals &Values
Strategic Planning
Customer Experience
Messaging
Media
MEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CLIENT EXPERIENCE
MESSAGING
THE FIRST ORDER OF BUSINESS

3. WHY ARE VALUES SO
IMPORTANT?

4. VALUES DETERMINE THE
VALUE OF A BRAND

5. WHOAREYOU?

6. WHOAREYOU?
Values that are deeply
entrenched in your
character
Habits from when you
were a kid
Understand/Deconstruct
Market yourself to people
who have an intuitive
connection to you.

7. WHOAREYOU?
You have
these tools
built in you ...
… and you
have since
you were
born.

8. We buy what we buy because
our choices remind us -
and tell the world around us -
who we are.
WHOAREYOU?

9. We’re talking about who
you are to your customers.
WHOAREYOU?
We’re talking about
Brand Essence.

10. WHOAREYOU?
This brand essence is then
transmitted through every
contact (touch) point with the
customer: i.e. advertising,
merchandising, décor,
staffing and policies.

11. WHOAREYOU?
Strong brands
purposefully choose
them to align directly
with their core values.
Touch Points:

12. WARM-UP EXERCISE
TOUCHPOINTS
LIST EVERY TOUCH POINT IN
YOUR CUSTOMER
EXPERIENCE

13. Are you willing to repel three
prospects to gain one for life?
WHOAREYOU?
THE PRICE:

14. WHOAREYOU?

15. WHOAREYOU?

16. WHOAREYOU?

17. WHOAREYOU?

18. Truett Cathy
“To glorify God by being a faithful steward of all
that is entrusted to us and to have a positive
influence on all who come into contact with
Chick-fil-A.
“Nearly every moment of every day we have the
opportunity to give something to someone else –
our time, our love, our resources. I have always
found more joy in giving when I did not expect
anything in return.”
CHICK-FIL-A CORPORATE PURPOSE:

19. CHICK-FIL-A CORPORATE PURPOSE
CHICK-FIL-A STATEMENT OF VALUES
CHICK-FIL-A CREDO
CHICK-FIL-A UNIQUE SELLING PROPOSITION
CHICK-FIL-A UNIQUE VALUE PROPOSITION
CHICK-FIL-A MISSION STATEMENT

22. WHAT

23. HOW

24. WHY

25. CREATING YOUR
U.V.P.

26. UNIQUE

27. VALUE

28. PROPOSITION

29. WHO
WHAT
HOW

30. WHO
WHO
HOW
WHY
WHY

31. WHO we are
WHO we serve
HOW we serve
WHY we serve
WHY you should care

32. 7 EXERCISES
TO DEVELOP YOUR
UNIQUE VALUE
PROPOSITION
& BRAND DIAMOND

33. SEVEN FOR YOUR
TEAM

34. EXERCISE #1
THREE WORDS
WHAT THREE WORDS BEST DESCRIBE
OUR COMPANY/PRACTICE

35. EXERCISE #2
FOURTH WORD
THE FOURTH WORD CHALLENGE

36. EXERCISE #3
FAVORITE CUSTOMER
Who’s your favorite customer or patient?
Why? What is it about her or him?

37. EXERCISE #4
FAVE EMPLOYEE
Go around the table. Tell the rest of your
group what it is about your favorite team
member you admire.
Write those values down.

38. EXERCISE #5
PARTIES / PROJECTS
What are the last three things you celebrated
as a team? To what causes do you give, and
how do you give to them? With your time,
talent, and/or treasure?

39. EXERCISE #6
DRIVE-YOU-CRAZIES
NEVER-EVERS
List out all the stuff people in education do
that you’d NEVER do… that drives you
crazy… that hurts the credibility of the
perception of your profession. Then list what
you do differently.

40. EXERCISE #7
SIMILARS
What companies outside our industry,
famous or otherwise, are we like? Why?

41. ONE FOR YOU

42. WRITE A
LETTER
Write a letter to your favorite teacher.
Tell em about what you do, how you help
teachers, and tell ‘em why you get out of bed
each morning to go do what you do.

43. CREATING YOUR
U.V.P.

44. UNIQUE

45. VALUE

46. PROPOSITION

47. WHO
WHAT
HOW

48. WHO
WHO
HOW
WHY
WHY

49. WHO we are
WHO we serve
HOW we serve
WHY we serve
WHY you should care

50. timmilesco.com/
tfobesity2

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