Uncovering Your Unique Value Proposition (UVP): Explore Minnesota 2017
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Transcript of Uncovering Your Unique Value Proposition (UVP): Explore Minnesota 2017
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?
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 Maugham1915
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.
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
Goals & ValuesStrategic PlanningCustomer Experience
MessagingMediaMEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CLIENT EXPERIENCE
MESSAGING
THE FIRST ORDER OF BUSINESS
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.
We buy what we buy because our choices remind us - and tell the world around us - who we are.
WHOAREYOU?
WHOAREYOU?
This brand essence is then transmitted through every contact (touch) point with the customer: i.e. advertising, merchandising, décor, staffing and policies.
WHOAREYOU?
Strong brands purposefully choose them to align directly with their core values.
Touch Points:
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:
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
EXERCISE #3 FAVORITE CUSTOMER
Who’s your favorite customer or patient? Why? What is it about her or him?
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.
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?
EXERCISE #7 HEROES
Who are your heroes? Why? With which four people—living or dead—would you like to sit
down to dinner? Why?
EXERCISE #8 VILLAINS
Who disgusts you? Why? Who would make you quit rather than serving them? Who
DON’T we want as customers?
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.
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.
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.