Why are you in business: Starting with why to define your business and marketing strategy
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Following Simon Sinek's framework from "Start with Why" Kevin Oldham walks viewers through a framework to define marketing strategy, strategic planning and the all important "why" companies are in business. If you are in it only for the money and not receiving the results you desire this presentation will show the upside to starting with why first
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Why are you in business: Starting with why to define your business and marketing strategy
- 1. Kevin Oldham Chief Marketing Officer United Real Estate & Enhanced Marketing Solutions® WHY Are You In Business?
- 2. Today’s Presenter Kevin Oldham- is a marketing executive with over 20 years of experience focused on new business launches, strategic marketing and business development in the real estate and professional services industries. With a proven track record in client acquisition and consultation resulting in increased revenues, he is known for building and strengthening companies to lead in competitive industries and for delivering innovative marketing concepts and strategies. Kevin has led multiple start-up companies to astounding results. “I am obsessively curious about eliminating barriers to growth for businesses, principles and their employees. Through collaborative problem solving with partners, I help firms create value in markets by addressing and overcoming these challenges head on.”
- 3. Think Differently About Marketing for the Next Hour
- 4. WHY Are You In Business?
- 5. What is the commonality? THEY STARTED WITH WHY
- 7. What Every organization on the planet knows WHAT they do. These are products they sell or the services they offer. The Golden Circle
- 8. What Every organization on the planet knows WHAT they do. These are products they sell or the services they offer. How Some organizations know HOW they do it. These are the things that make them special or set them apart from their competition. The Golden Circle
- 9. What Every organization on the planet knows WHAT they do. These are products they sell or the services they offer. How Some organizations know HOW they do it. These are the things that make them special or set them apart from their competition. Why Very few organizations know WHY they do what they do. WHY is not about making money. That’s a result. It’s a purpose, cause or belief. It’s the very reason your organization exists. The Golden Circle
- 12. When Motivated by WHY, Success Happens Samuel Pierpont Langley •Turn of the century dot com boom •New technology changed how people imagined the future •Langley was an inventor focused on building world’s first lighter than air flying machine •Extremely well funded, educated, friends with Alexander Graham Bell and Andrew Carnegie •Money was no object - $50K grant from War Department (DoD precursor) •Dream team of brightest minds – NY Times followed everywhere WHA T
- 13. When Motivated by WHY, Success Happens So What’s The Problem? •Langley had a bold goal •No clear sense of WHY •His purpose for building a plan was defined in terms of WHAT he was doing and WHAT he could get •Passion for aeronautics since young age, but he did not have a cause to champion •Motivation: First, Fame and Wealth Result: •Test flight landed in Potomac River •Very few of us have heard of Samuel Pierpont Langley. •Cared so much about what others thought •Preoccupied with fame WHA T
- 14. When Motivated by WHY, Success Happens WHY The Wright Brothers •Same bold goal as Langley •No recipe for success (actually had a recipe for failure) •No funding or government backing •No high level connections •No college educations •Funded dream with their bicycle shop proceeds What was so special about the Wright Brothers? •They had a dream •Knew WHY it was important to build a flying machine •Believed if they could figure this problem out it could change the world •They imagined the benefits to society, not prestige
- 15. Result •December 17, 1903 •Kitty Hawk, NC •59 second flight •120 feet of altitude •Speed of a jog •Achievement went relatively unnoticed •Driven by something larger than fame or glory. •The brothers were content to wait to tell the world. When Motivated by WHY, Success Happens WHY
- 16. Wright Brothers • Tried to create flying machine • Highly motivated • Strong work ethic • Keen scientific minds • Excited by human spirit of those around them • Started with WHY and made history Wright Brothers Started with WHY WHY WHAT Samuel Pierpont Langley •Tried to create flying machine •Highly motivated •Strong work ethic •Keen scientific minds •Paid for talent to help him get rich •Started with WHAT and quit shortly after Wright brothers took flight. •He failed and not try to improve on their success.
- 17. If Apple Communicated Like Most Companies: •We make great computers •They’re beautifully designed, simple to use and user-friendly. •Want to buy one? How Apple Communicates: •Everything we do, we believe in challenging the status quo. We believe in thinking differently. •The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly. •And we happen to make great computers. •Want to buy one? Apple Starts With WHY
- 18. Martin Luther King Jr. Started with WHY Are these people here to see Dr. Martin Luther King Jr.? NO…… •Dr. King wasn’t the only person alive during the 60’s who knew WHAT had to change to bring about civil rights in America •His clarity of WHY gave him the strength and energy to continue to fight against all odds •Many others like him who gave up after defeat •No one person can effect lasting change •It took others who believed Dr. King’s WHY •250,000 people showed up…for themselves
- 19. Martin Luther King Jr. Started with WHY Dr. King’s WHY was developed as a result of the time and place in which he was born and the color of his skin, but the civil rights movement served as the ideal platform for him to bring his WHY, his belief in equality, to life.
- 20. WHAT at Work • We’ve got a product, a new product. • It pauses live TV. • Skips Commercials. • Rewinds live TV. • Memorizes your viewing habits and records shows on your behalf without you needing to set it. Consumer response: “I don’t understand it. I don’t need it. I don’t like it. You’re scaring me.”
- 21. Same Product…starting with WHY • If you’re the kind of person who likes having total control of every aspect of your life, boy do we have a product for you. • It pauses live TV. • Skips commercials. • Rewinds live TV. • Memorizes your viewing habits and records shows on your behalf without you needing to set it up. • Wanna buy one?
- 22. WHAT at Work • Used features to sell (170 channels / no commercials / celebrity endorsements) • Satellite has not displaced commercial radio in a meaningful way • Merged XM and Sirius hoping the joint forces would change their luck • Today – offering discounts, promotions and a claim of being “America’s #1 satellite radio service with over 170 channels” to push the product
- 23. MARKETING YOUR BUSINESS DIFFERENTLY Start with WHY
- 24. Start with WHY: Marketing Your Business Differently WHY
- 25. Start with WHY: Marketing Your Business Differently WHY
- 26. Start with WHY: Marketing Your Business Differently WHY
- 27. Final Thoughts On Starting With WHY… • Start with WHY to stand out from the crowd • Start with WHY to recruit team members with common values • Start with WHY to convey the reason(s) you wake up every day and choose to be in your chosen profession. • Start with WHY to position your product or services differently in the market place • Start with WHY because your competition isn’t
- 28. For More Information on Kevin Oldham or how he can help you visit: www.kevinoldham.net
- 29. Kevin Oldham Chief Marketing Officer United Real Estate & Enhanced Marketing Solutions® WHY Are You In Business?
Notas do Editor
- Every single organization on the planet, even our own careers, always function on three levels. What we do, How we do it and Why we do it. When all those pieces are aligned, it gives us a filter through which to make decisions. It provides a foundation for innovation. When all three pieces are in balance, others will say, with absolute clarity and certainty, “We know who you are,” “We know what you stand for.” Whether they realize it or not, all great and inspiring leaders and organizations think, act and communicate just like each other…and it’s the complete opposite from everyone else.
- Very few people and organizations can clearly articulate WHY they do what they do. Why is a purpose, a cause or a belief. It provides a clear answer to Why we get out of bed in the morning, Why our company even exists and why that should matter to anyone else. Making money is NOT a Why. Revenues, profits, salaries and other monetary measurements are simply results of what we do. The Why inspires us.
- We naturally communicate from the outside-in, we go from the clearest thing to the fuzziest thing. We tell people WHAT we do, we tell them HOW we’re different or special and then we expect a behavior like a purchase, a vote or support. The problem is that WHAT and HOW do not inspire action. Facts and figures make rational sense, but we don’t make decisions purely based on facts and figures. Starting with What is what commodities do. Starting with Why is what leaders do. Leaders inspire.
- Leaders and organizations with the capacity to inspire think, act and communicate from the inside-out. They start with Why. When we communicate our purpose or cause first, we communicate in a way that drives decision-making and behavior. It literally taps the part of the brain that inspires behavior.