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Uncovering Your Unique Value Proposition (UVP): Explore Minnesota 2017

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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.

Published in: Leadership & Management
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Uncovering Your Unique Value Proposition (UVP): Explore Minnesota 2017

  1. 1. STRATEGIC COMMUNICATIONS AND INTEGRATED MARKETING uncoveringyour uniquevalueproposition
  2. 2. MEDIA CUSTOMER EXPERIENCE MESSAGING
  3. 3. VETTING MEDIA COMPANIES
  4. 4. 1) Ask for references of similar size organizations if not similar business category. 2) What’s their churn? How long do they have/keep clients? What’s their average length? Median length? 3) Ask for case studies of problems they've solved using different media channels 4) Observe how they market themselves. Do they walk their own talk? 5) Do you like them? Do they share your values?
  5. 5. THANK YOU TO OUR SPONSOR
  6. 6. OH, THOSE MILLENNIALS…
  7. 7. EACH TIME THEY COME INTO CONTACT WITH THE REAL, THEY ARE BRUISED AND WOUNDED. IT LOOKS AS IF THEY WERE VICTIMS OF A CONSPIRACY… EACH DISCOVERY IS ANOTHER NAIL DRIVEN INTO THE BODY ON THE CROSS OF LIFE. W. Somerset Maugham 1915
  8. 8. OH, THOSE MILLENNIALS!
  9. 9. OH, THOSE GEN X’ERS!
  10. 10. OH, THOSE BABY BOOMERS!
  11. 11. OH, THAT GREATEST GENERATION…
  12. 12. YES! AT ONE TIME, EVEN THE GREATEST GENERATION WAS ANNOYING AF!!
  13. 13. IT IS NATURE’S CURSE FOR YOUNG PEOPLE TO EXASPERATE THEIR ELDERS.
  14. 14. IT IS ALSO BEAUTIFUL.
  15. 15. IT IS ALSO INEVITABLE.
  16. 16. The Tim Miles Super Successful Surefire Six Sarcastic Steps (S6) To Resisting Change: 1.Stay scared. Call it "street smart." 2.Cultivate cynicism. Call it "straight talk." 3.Praise pessimism. Call it a "reality check." 4.Believe you are wiser than everyone else. 5.Feel secretly superior. 6.Take ABSOLUTELY NO ACTION WHATSOEVER that might improve your condition.
  17. 17. IT LOOKS AS IF THEY WERE VICTIMS OF A CONSPIRACY… W. Somerset Maugham THE CIVIC’S LESSONS
  18. 18. IT LOOKS AS IF THEY WERE VICTIMS OF A CONSPIRACY… [FOR] THE CONVERSATION OF THEIR ELDERS, WHO LOOK BACK UPON THE PAST THROUGH A ROSY HAZE OF FORGETFULNESS [AND] PREPARE THEM FOR AN UNREAL LIFE. W. Somerset Maugham THE CIVIC’S LESSONS
  19. 19. WE CAN LOOK TO THE PAST, BUT WE CANNOT LIVE THERE
  20. 20. WE CAN LOOK TO THE PAST, BUT WE CANNOT LIVE THERE THE ONLY PATH IS FORWARD
  21. 21. WE CAN LOOK TO THE PAST, BUT WE CANNOT LIVE THERE THE ONLY PATH IS FORWARD TOGETHER!
  22. 22. Goals &Values Strategic Planning Customer Experience Messaging Media MEDIA GOALS AND VALUES STRATEGIC PLANNING CLIENT EXPERIENCE MESSAGING THE FIRST ORDER OF BUSINESS
  23. 23. WHY ARE VALUES SO IMPORTANT?
  24. 24. VALUES DETERMINE THE VALUE OF A BRAND
  25. 25. WHOAREYOU?
  26. 26. 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.
  27. 27. WHOAREYOU? You have these tools built in you ... … and you have since you were born.
  28. 28. We buy what we buy because our choices remind us - and tell the world around us - who we are. WHOAREYOU?
  29. 29. WHOAREYOU?
  30. 30. We’re talking about who you are to your customers. WHOAREYOU? We’re talking about Brand Essence.
  31. 31. WHOAREYOU?
  32. 32. WHOAREYOU?
  33. 33. WHOAREYOU?
  34. 34. WHOAREYOU? This brand essence is then transmitted through every contact (touch) point with the customer: i.e. advertising, merchandising, décor, staffing and policies.
  35. 35. WHOAREYOU? Strong brands purposefully choose them to align directly with their core values. Touch Points:
  36. 36. WARM-UP EXERCISE TOUCHPOINTS LIST EVERY TOUCH POINT IN YOUR CUSTOMER EXPERIENCE
  37. 37. 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:
  38. 38. 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
  39. 39. WHAT
  40. 40. HOW
  41. 41. WHY
  42. 42. CREATING YOUR U.V.P.
  43. 43. UNIQUE
  44. 44. VALUE
  45. 45. PROPOSITION
  46. 46. WHO WHAT HOW
  47. 47. WHO WHO HOW WHY WHY
  48. 48. WHO we are WHO we serve HOW we serve WHY we serve WHY you should care
  49. 49. 10 EXERCISES TO DEVELOP YOUR UNIQUE VALUE PROPOSITION & BRAND DIAMOND
  50. 50. NINE FOR YOUR TEAM
  51. 51. EXERCISE #1 THREE WORDS WHAT THREE WORDS BEST DESCRIBE OUR COMPANY/PRACTICE
  52. 52. EXERCISE #2 FOURTH WORD THE FOURTH WORD CHALLENGE
  53. 53. EXERCISE #3 FAVORITE CUSTOMER Who’s your favorite customer or patient? Why? What is it about her or him?
  54. 54. 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.
  55. 55. 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?
  56. 56. EXERCISE #6 SIMILARS What companies outside our industry, famous or otherwise, are we like? Why?
  57. 57. EXERCISE #7 HEROES Who are your heroes? Why? With which four people—living or dead—would you like to sit down to dinner? Why?
  58. 58. EXERCISE #8 VILLAINS Who disgusts you? Why? Who would make you quit rather than serving them? Who DON’T we want as customers?
  59. 59. EXERCISE #9 DRIVE-YOU-CRAZIES NEVER-EVERS List out all the stuff people in meticulosity 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.
  60. 60. ONE FOR YOU
  61. 61. WRITE A LETTER Write a letter to your favorite mentor - maybe it’s your dad or your mom or grandma or a pastor or that guy from the arcade when you were 7. 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.
  62. 62. CREATING YOUR U.V.P.
  63. 63. UNIQUE
  64. 64. VALUE
  65. 65. PROPOSITION
  66. 66. WHO WHAT HOW
  67. 67. WHO WHO HOW WHY WHY
  68. 68. WHO we are WHO we serve HOW we serve WHY we serve WHY you should care
  69. 69. Miles & Company’s a family business that helps other family businesses and community organizations communicate more powerfully by being true to and proud of who they are and how they serve. With so much information—and misinformation—out there about marketing and management consulting, we want our clients to tell others we’re the least full of crap people they’ve ever heard on the subjects by being clear, generous, and well-researched. We’ll help them using our First Order of Business Methodology. We believe family businesses and community organizations are—and will continue to be —the foundation of this country, and they deserve the best information they can find on marketing, management, and motivation in this age of rapid distraction.
  70. 70. GetTims.Email 3-5x/week Saturday Digest
  71. 71. timmilesco.com/ minnyuvp

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