“Named a Young Global Leader by the World Economic Forum in 2014, Dave is a globally recognised expert in Social Business, and a pioneer in the field of Digital Leadership. A passionate educator, Dave is CEO of Treeshake, which provides a range of learning solutions for companies to respond to the latest digital opportunities and trends. He developed Africa’s first Social Media and Mobile Marketing curriculum for the University of Cape Town’s Graduate School of Business. He also launched the Ogilvy Digital Marketing Academy. Dave serves on Endeavor’s Venture Corps; as a Trustee for Mxit Reach; and board member of several high-growth tech startups. He does a weekly social media segment on GoodhopeFM, as part of the Ozone show that won best afternoon drive show at the MTN Radio Awards this year. As a counter-balance to his hyper-connected work context, Dave is an avid bicycle commuter, public library user, and outdoor gym enthusiast. He is a highly engaging speaker, whose talks are often described as inspiring, thought-provoking, and transformational.”

1. Building your Guiding Principle
Forward Thinking
Presented by @DaveDuarte for the @UCTupstarts

2. Busy or productive?

3. No business plan survives first contact with the customer
get beyond product

5. Trends are not on the
side of traditional
toymakers

7. Lego isn’t just a toy-maker. It’ s more than the bricks. It is a belief system with iconography that
reminds of the the tenets: play well, connect with others, remix everything, build your world.
What is Lego?
Danish: leg godt, play well.
Italian: I connect.

8. THE GOLDEN CIRCLE
WHATHOWWHY
BORING INSPIRING
“PEOPLE
DON’T JUST
BUY WHAT
YOU DO,
BUT WHY YOU
DO IT.”
Simon Sinek
WHAT HOW

9. Each aspect of your business is like a little
piece of Lego

10. …meaningless on its own, but magical when
combined with a creative vision.

11. @Treeshake, 2015
Your Guiding Principle Company:
What problem do you solve?
Your top valuesYour MAIN community
Date:
Guiding Principle: What belief unites your community
What’s your vision:
What are you AGAINST?What are you FOR?
What’s your mission
What is your guiding principle?

12. Your MAIN community
@DaveDuarte

13. 1% > 9% > 90%
Create ConsumeShare

14. Start Small

15. @Treeshake, 2015
Your Guiding Principle Company:
What problem do you solve?
Your top valuesYour MAIN community
Date:
Guiding Principle: What belief unites your community
What’s your vision:
What are you AGAINST?What are you FOR?
What’s your mission

16. What problem do you solve?

17. @PhotoMatt

18. Vitamin or Aspirin?

20. Your Name:
The Guiding Principle Canvas
Project:
What problem do you solve?
Your top valuesYour MAIN community
Date:
Guiding Principle
What’s your vision:
What are you AGAINST?What are you FOR?
What’s your mission
@treeshake 2015

21. What is your mission?

22. - Raymond Ackerman
you are in business to
maximize your mission!
You are not in business to
maximize profit;

23. Your Name:
The Guiding Principle Canvas
Project:
What problem do you solve?
Your top valuesYour MAIN community
Date:
Guiding Principle
What’s your vision:
What are you AGAINST?What are you FOR?
What’s your mission
@treeshake 2015

24. Your Vision
If you fulfil your mission, what would that look like?

25. Fill in the picture with details, like:
• What would it be like to achieve your Mission?
• What evidence is their of your success?
• What is different in your client’s world?
• What is different in your world?
• How does it feel, look, sound, taste etc.
A mission statement can be understood, but
to make people BELIEVE it you need a vision

26. #Purpose

27. Your Name:
The Guiding Principle Canvas
Project:
What problem do you solve?
Your top valuesYour MAIN community
Date:
Guiding Principle
What’s your vision:
What are you AGAINST?What are you FOR?
What’s your mission
@treeshake 2015

28. Your Values
what are the emotions that drive your business?

29. Many companies have nice sounding value
statements, such as:
29
Integrity
Communication
Respect
Excellence

30. Enron, whose leaders went to jail,
and which went bankrupt from fraud,
had these values displayed in their lobby:
Integrity
Communication
Respect
Excellence
30
(These values were CLEARLY NOT what was really valued at Enron)

31. Every contact point should reflect your values

32. Values make HOW you do your work
different to others companies.
p.s. they can seem INCONVENIENT at times.

33. Your Name:
The Guiding Principle Canvas
Project:
What problem do you solve?
Your top valuesYour MAIN community
Date:
Guiding Principle
What’s your vision:
What are you AGAINST?What are you FOR?
What’s your mission
@treeshake 2015

34. attracting followers in a complex context
Defining your Big Ideal

35. Whatever the story, it is what you have to
overcome that makes it interesting.

36. The situation and context the brand
is at it’s best self – its values and
beliefs.
Which cultural tensions exist in
the lives of our target group?
BRANDS BEST SELF CULTURAL TENSION
THE BIG IDEAL
(WHAT ARE YOU FOR) (WHAT ARE YOU AGAINST)
#Purpose
BIG
IDEAL

37. Dove believes the world would be a better place if women were allowed to feel good about themselves.

38. For Scrabble, the world would be a better place if we
rediscovered the magic of words.

39. #purpose

40. Cultural Tension:
Teen vocabularies are considerably
smaller than they were twenty years ago.
Ideal Self:
Scrabble makes
learning new words fun
and social.

41. What is your guiding purpose?
The filter through which all your work
will pass.

42. @Treeshake, 2015
Your Guiding Principle Company:
What problem do you solve?
Your top valuesYour MAIN community
Date:
Guiding Principle: What belief unites your community
What’s your vision:
What are you AGAINST?What are you FOR?
What’s your mission

43. In Conclusion…

44. Big Picture. Small Wins.
1% improvement
1% Decline
Time
“The Aggregation of Marginal Gains”
Sir Dave Brailsford, Team Sky

45. Dave Duarte
www.treeshake.com
@DaveDuarte
THANK YOU