Leading Results

I had the opportunity to attend the Entrepreneurs Organization University in Boston last week –  more on that in another post – and got a chance to listen to one of the more interesting speakers I have heard in a while – Simon Sinek.

Simon runs a consulting company that is focused on helping companies find compelling insights that they can act on.  His presentation was supposed to be on customer loyalty, but in reality, it was on taking a value centered approach to everything you do, because customers (and employees) that share your values, and your mission, are by default, loyal.
 
Simon has developed a model around helping companies determine the “why” they do what they do (as opposed to the what they do or how they do it) and I think he is dead on.  The why is easy when you are small – if you are an entrepreneur, it is why you started your business – and the how and the what (process and features) spring from there. When you get larger, the why starts to blur – since that is the hard part to measure  (the process – how; and features – what; are far more tangible)

And coming from a marketing perspective, Simon’s point is that you should be trying to attract the customer that believe what you believe – because they will become your loyal and raving fans, leading to more customers  (and so on, and so on…)  Said in more pragmatic terms – focus on the innovators and early adopters because they’ll bring you the early majority.

If you want more on this, check out Simon’s blog at www.simonsinek.com; his company website at www.sinekpartners.com or for an oldie but goodie, go read Guy Kawaski’s “The Macintosh Way”.

In past posts I have commented on checkbook marketing (limited effectiveness without P/O/E involvement) and on not confusing advertising with lead generation…  Well, here is a good example of how SAP is helping partners get the most out of their checkbook, with lead generation marketing.

http://www.channelinsider.com/c/a/News/Email-Marketing-Can-Bring-Incredible-Bang-for-the-Buck/

There is so much that is right about this service and the way the reseller is using it:  First, it is multi-touch with multiple types of content supported; second, it is drip marketing at its best – in the ERP buying cycle, you never know when someone is really ready to buy; and third, the reseller is using their mdf or co-op funds to buy down the cost.  Smart, smart and smart!

Can you clearly articulate the value of your company/product and move people to action in 7 minutes?  Sure you say.. its not that hard.  After all, you’ve developed an “elevator pitch” and a mission statement.. But wait.  I am not talking about a 7 minute conversation where someone can ask you for clarification or futher description.  I mean a 7 minute lecture (demonstration if needed) from a stage, with a timer counting down and a room full of people that may or may not be paying attention.   Sound a little harder?  It is.

I just had the opportunity to watch 15 companies do this in a “shoot-out”.  Some were entertaining; some were educational; some were boring as all get-out.   I thought I would quickly share my “rules” for do and don’ts for you, if you every have the opportunity (challenge?) to do this…

Rule # 1 – 7 minutes is MUCH shorter than you think it is (especially when the timer starts)

Rule # 2 – Energy counts as much as content.  In a theater production, directors often talk about pushing your (the actors) energy off the stage into the audience.  A great 7 minute presentation starts with high energy from the presenters and GOES HIGHER.  Many of the presentations I watched started off with a bang and got the audience attention – then they fizzled

Rule # 3 – If you decide to use a theme (costumes, approach, game show, etc) – stick with it throughout the entire presentation..

Rule # 4 – Powerpoint DOES NOT work in this environment.  Period.  People will not have time to read or digest what you put on a slide and it just distracts from what you are saying.  If you are using Powerpoint as a script or prompt for what you are saying, you need to reherse more.  Show products, use video, use props.  Make it memorable and have a hook the the audience will remember.

Rule # 5 – practice, reherse, refine… I know people that prepared 10 hours for every minute on stage.  Yes, it is that hard to do this well.  You can get 1 or maximum of 2 key messages across in 7 minutes… that’s it.  What is the message going to be?

A great presentation can have lasting effect – I have a friend who did one of these in a green spandex costume and 15 years later, still gets comments about people remembering him and his company.  If you get the opportunity to a shoot out or showdown, grab it!  And then use the opportunity for everything it is worth.