This presentation was given to NY Media Center's Creative>>Founder Lab in June 2016 to help budding entrepreneurs identify the key driving mission behind their business ideas.

1. Vision & Mission
Workshop
Terri Trespicio
Creative >> Founder Lab
NY Media Center
June 15, 2016

2. In this workshop you will:
• Identify the who, what, why & how of
your brand/business idea
• Clarify your mission and positioning
• Learn tools for communicating it

3. A little about me
I help individuals & brands make what
they do compelling to other people.

4. in the works…

5. Everyone wants
attention.

6. “There are only two ways to influence
human behavior: You can manipulate it,
or you can inspire it.”
– Simon Sinek, Start with Why

7. Let’s talk about brand
for a minute.

8. It’s what you do
& how you do it.

9. Premise. Promise. Practice.

10. Beyond feature &
benefit.

13. • Being good is not enough.
• Working hard is not enough
• Having passion is not enough.

14. Pain points.

15. Positioning.

16. Why. Who. What. How.

17. Why. Who. What. How.
Why does this matter to you?
Why should I care?
What’s at stake?
What do you believe in?
What are you on a mission to do?

18. Why you?

19. Why. Who. What. How.
Who are you?
What’s your story?
Who is your customer?

20. Picture the prospect.
Who is she?
What is her biggest fear?
What does she want the most?
Don’t just give me demographics.

21. Ask. (And then listen.)
Surveymonkey
Google forms
1:1 conversations
3 star Amazon reviews
Social media polling
Networking events

22. Why. Who. What. How.
Identify the problem.
Explain it to a fifth grader.
What are the objections?

23. Why. Who. What. How.
How does it work?
What one thing do you want me to do?
What will you change my mind about?
How will my life change?

24. How will you
change my life?

25. Write out your vision.

26. From business owner…
….to thought leader

27. Information vs. stance

28. Content strategy.

29. Media coverage.

30. Some reading to do
Linchpin by Seth Godin (really, anything by Seth Godin)
The Dip by Seth Godin (critical for this point in their business)
Purple Cow by Seth Godin (important to understand how marketing ha
dramatically changed)
Essentialism by Greg McKeown
Start with Why: How Great Leaders Inspire Everyone to Take Action
Stand Out by Dorie Clark
How the World Sees You by Sally Hogshead
Sell or Be Sold by Grant Cardone
Pitch Anything
Crush It by Gary Vaynerchuk

31. • Grow your existing brand
• Launch a new business or brand
• Find their niche
• Communicate your expertise and value
• Package/organize your services
• Understand what exactly you’re trying to do.
WHYYOU WORKSHOP
coming this summer!

32. Receive a FREE
copy of my new
ebook when you
sign up for my
(occasional)
newsletter!
Thank you!