Your Core Ideal, Key Words and Phrases and Big Message

CREATE THE MARKET THEN SELL TO THAT MARKET OVERSUBSCRIBED CAMPAIGN STRATEGY LIFESTYLE BUSINESS PERFORMANCE BUSINESS ENTREPRENEUR JOINERY CREATE THE MARKET THEN SELL TO THAT

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P R I V A T E S T U D Y C O U R S E

CAMPAIGNDRIVENENTERPRISE

Y O U R C D E S T R A T E G Y G U I D E

DISCOVER YOUR BUSINESS IDEAL

DISCOVER YOUR BUSINESS IDE AL

CAMPAIGNDRIVENENTERPRISE

MODULE

D A N I E L P R I E S T L E Y

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CAMPAIGN DRIVEN ENTERPRISE HOME STUDY COURSE MODULE 01

© 2015 DANIEL PRIESTLEY/TCE 1

Your Big Message In this report, we will help you start to discover and explore the core ideal that underpins your business. This activity is part of the Campaign Driven Enterprise programme and the feedback we get from this segment is always enthusiastic. Even people running top performing businesses say they gained powerful insights. So enjoy. *** The Campaign Driven Enterprise (CDE) strategy combines your baseline, business-as-usual activities, quarterly campaigns powered by an overarching big message.

We know that your big message is a lot easier to articulate if your business is based on the core ideal that drives engagement in your business.



Your Core Ideal Between 2001 and 2011, Jim Stengel (Grow!, 2012) conducted a ten-year business growth study of more than 50,000 brands from around the world. He wanted to identify what makes a business grow beyond their competition? And importantly what powers any enterprise to the top and keeps it there? His extensive research concluded that high performers have a brand ideal and a higher-order benefit to authentically improve people’s lives. A brand ideal is in essence the reason why your business exists but underperformers typically lack clarity about their brand ideal. Improving people’s lives shapes the way you recruit, unite, move, touches and inspire everyone who connects with your business from employees to customers. At the heart of it is understanding who your target customers are; what their big problems are; what they value and subsequently designing a full and meaningful solution that will genuinely improve their lives. You will need to explore questions such as: • What’s special about my business? • What do I stand for? In my customers’ minds?

The concept here is having a bigger goal than selling stuff and increasing revenues – even though these are important – and ironically show up because the right people are clear about what you stand for.



Stengel also wanted to test if: • Do customers bond more with brands with ideals? • Are the bonds that people form with an ideal brand the

ultimate growth driver? • What bonds drive the most growth? • Can any business leverage the ideal-based business

concept? The answer is ‘Yes’. Stengel discovered: • Brand ideals do in fact drive performance of the highest

growth businesses • High performing businesses align with one of five

fundamental human values • Fast growing businesses are powered by teams that align to

and engage with the most appropriate ideal for that business

• The highest growth businesses translate activity into practices consistent with those ideals.

We would add • The highest growth businesses communicate their ideal

through a big message or big messages that are consistent with the brand ideal.

Stengel worked with Proctor and Gamble and as an example positioned Pampers brand ideal from selling the most disposable diapers to helping mothers care for their development needs of their babies and toddlers.



This workbook aims to get you to look beyond transactions and entertain the possibility of a big ideal that includes endless possibilities of growth and profit based on an ideal that suits your business. I will refer to big players BUT the ideas here apply to ANY business – and yours. You have to remember that many of Stengel’s top 50 brands started out as small businesses. As an example, Method was a very small business based in San Francisco that made eco-friendly cleaning products just for local customers living in the Bay district. UK businesses will be very familiar with Innocent drinks who started out selling smoothies at places like Glastonbury Festival. Anyone who has heard Richard Reed speak knows that Innocent was an amusing idea concocted by three university buddies. Stengel’s research discovered that top performing businesses: • Discover their brand ideal for improving people’s lives in

one of five fundamental human values • Build their organisational culture around that brand ideal • Communicate the ideal to engage employees and

customers • Deliver ideal-based customer experiences; and • Measure their progress against that ideal.

Importantly, if you embrace the ideal-based business concept it will necessitate change and growth. And this workbook first aims to help you identify your brand ideal.



And when you identify your brand ideal then your big message lands as totally congruent. It resonates with your target customer. Improving people’s lives We need to double check if you genuinely are in the business of improving people’s lives. Genuinely. People say they are about improving people’s lives but the reality is most business people are about selling more stuff. When people join the Key Person of Influence Programme for many it is a huge shift to deeply consider who their target customers are and the problems those target customers are experiencing. It can be quite unsettling to be asked to describe in detail the target customer segments or to complete an activity called #100Problems. As an exercise I’d invite you now to write a list of at least 100 problems your target customers are experiencing. Don’t stop until you get at least 100 problems. This exercise will force you to deep dive into your target customer’s world. Then we get you to review that list and drill down to the top three problems and finally THE ultimate problem your target customer is experiencing. That is quite a challenge. Many delegates on the Key Person of Influence programme discover that their business in fact does not address big problems at all! That can come as a shock. They discover their marketing rarely mentions the big problems their customers are experiencing.



Their marketing is all about the products they sell and incentives to drive transactions. George did the #100problems activity and discovered a new target customer, three very distinct problems and a totally new business! George runs a cabinet making business but the new division now does multi-million dollar relocations and fitouts for medical centres who cannot afford to get it wrong. If you get this wrong you may not be improving people’s lives to the degree you’d prefer. The top five fundamental human values Stengel’s research consistently identified five ideals – one of which high growth businesses had aligned with. They are: • Joy – experiences of happiness, wonder and possibility • Connection – enhancing the ability for people to connect

and engage in meaningful ways • Exploration – enhancing people’s ability to discover and

explore new possibilities and experiences • Pride – giving people increased confidence, strength,

security and vitality • Impacting society – affecting society through contribution,

challenge and change



Here’s a snapshot of well-known brands and their core ideal Joy Connection Exploration Pride Impact society

Coca-Cola Blackberry Amazon Heineken Accenture

Emirates FedEx Apple Hugo Boss IBM

Lindt Starbucks Google Target Innocent

Moet Natura Samsung Mercedes Dove

Disney Pizza Hut EBay Jack Daniels Entrevo

Obviously, Apple, Amazon and Google are all about exploration and discovery. They might share the ideal of joy as well but the dominmant ideal is exploration. Once you know your ideal then words, stories and values linked to your ideal seem to magically appear. And you start to resonate with your target customers. But which one are you? Finding your ideal On the next two pages is an activity that will help you identify your ideal. Can I emphasise DO NOT CHEAT. Do not be tempted to skip ahead because you will confuse matters. Take your time to answer Part 1 honestly and thoughtfully BEFORE you go to Part 2.



Part 1 Circle or underline one word or phrase in each row that describes what your business is all about. “We’re all about … “ Line A B C D E

1

Happiness,

happy

Connecting,

connections

Vision,

dreams

Building confidence

Building esteem

Improving

innovating

2 Community Self expression Access Relating Wonder

3 Feelings Engaging others Immersive

experiences

Passion Causing change

4 Possibilities,

what-if?

Empathy

Genuine concern

Learning

Knowledge

Expecting more

Expecting the best

Easy interface

compatibility

5 Reaching

Touching

Emotions,

emotional

Curious,

curiosity

Caring for others Well known,

identity

6 Tools Relationships Stimulation Accomplishment Effectiveness

7 Together, team,

bonding

Strategies

Tactics

Harmony,

harmonious

History,

tradition

High standards

Pride

8 Perfection Revolution Wellbeing Stimulating Exploring

9 Sustainability Security Journey Care, caring Joy, fun

10 Reinvent

yourself

Environmental,

Green

Best practice Imagine!

What if …!

Relationships,

relating

11 Create, creative,

problem solving

Nothing but the

very best

Functions

better

Shared, sharing

socialising

Thrilling,

delighting

12 Challenging Conscious Realigning Changing Improving

13 Systems Travel Discovery Open access Exciting

14 Networking

Get-together

You need to

change!

We want a

revolution!

Premium,

High end

Deep

Deeply caring

15 Protecting,

Safeguarding

Rebel,

renegade

Ensuring,

insuring

Individual,

integrity

High performing

excelling



Now circle the numbers that match the same position

Line/Row A B C D E

1 1 2 3 4 5

2 5 4 3 2 1

3 1 2 3 4 5

4 1 2 3 4 5

5 2 1 3 5 4

6 3 2 1 4 5

7 5 3 2 4 4

8 4 5 2 1 3

9 5 4 3 2 1

10 3 5 4 1 2

11 3 4 5 2 1

12 5 5 5 5 5

13 3 3 3 3 1

14 2 3 5 4 1

15 5 4 5 4 3

Now tally up your scores. How many 1s, 2s, 3s etc?

1s 2s 3s 4s 5s

Joy Connection Exploration Pride Impact

Why Who How Why When

If you have two ideals that scored similar explore which feels most like your dominant ideal and which is the secondary, overlapping or supportive deal. The words on the next page might help.



Words that describe your ideal Joy Connection Exploration Pride Impact society

What Who How/How else Why Where/When

Happiness Connecting Vision Confidence Improving

Happy Networking Experiences Self-expression Environmental

Joy Engaging Learn, learning Passion Green

Wonder Vision Tools Expect more Change

Feelings Reaching Discover, explore The best Changing

Emotions Community Reinvent Standards DKU!

Service Harmony Create, creative Principles Effective

Stimulate Wellbeing Expression Identity New

Stimulating Care, caring Self expression Individuality Together

Exciting Empathy Access Security Revolution

Delighting Relating Journey Leadership Function better

Thrilling Relationships Travel Premium Conscious

Enjoying Friendship Adventure Top shelf Challenging

Enthusiasm Heritage Challenge Renegade Realigning

Satisfaction Memories Potential Integrity Catalyst

Enchanting Bonding Realisation Proud Overhaul

Charming Together Reflection Cut-through Legacy

Fun Interacting Teaching Luxury Reengineering

Humour Support Exploring Stand alone Mission

Love brand Concern Confirm Remarkable Purpose

Silliness Uniting Create Envy Reimagining

Excitement Helping Story telling Excelling Driven

Surprise Meeting Thinking about Exclusive Required

Unexpected Sharing Self-made/DIY Select Mandatory



Finding your words Many people say finding their words and phrases was liberating. A business coach was using words like improving, functioning better, changing and realigning – all words associated with impacting society. But the company was all about discovery, exploring, possibilities and tweaking – words that are more about the ideal of exploration. That subtle shift had a huge impact on their marketing, their big message and attracting their target market. Read your website and marketing materials It might help to read your marketing material and underline words you are using now to describe your business. Do they feel right or do they feel not-quite-right or ill-fitting? Do they capture the spirit of your business? SEO/Keywords I struggled with SEO/keywords words for several years because I was still trying to think what would sell. But discovering our ideal plugged us into words that naturally describe what we do and who we are that just happen to resonate with out target clients. When we reread our website copy and brochure copy it became obvious that our key words did not align with our ideal. So our reader must have been confused. Certainly if you are running campaigns you need a big message that resonates. Read your website and brochures to see just how aligned your messages are.



History and heritage Stengel discovered that in most cases you will identify your ideal by exploring your history or heritage. This is recommended especially if you have lost your way. In 2009, Motorola had lost its way. They went back to their origins of 1928 and discovered that the company had a proud history pioneering two-way communication for essential services i.e., police, fire departments. I want to emphasise that I use well-known big brands because you can Google them (on Wiki perhaps) and read their stories. BUT this activity can be done by ANY sized business – even yours. Your business was started for a reason and it has a history. On the Key Person of Influence Programme we ask the delegates to dig into their personal story, the story of their business and their customer’s story. Invariably, when delegates explore Why Do I Do What I Do? or Why did I start my business? or Why do I come to work? they reconnect with the essence of the business. Often it is long-forgotten and the reunion is sweet. Motorola’s renewed success came because they tapped back into their heritage – and reconnected with their ideal – pride – a long proud history of enabling communication in moments that matter. That ideal has reshaped Motorola. Josine VL has a long track record in helping people make important changes that have to be made - impacting society – yet her marketing did not reflect that ideal and therefore her big message was off-message.



Josine’s big message is about future-proofing but the ideal is all about impact. Entrevo frequently uses words like revolution, change, keeping up, standing head and shoulders above, standing out and standing for something – impact. Our big messages – the things we bang on about - are consistent with that ideal. Importantly, this is something our staff and customers engage with. Our clients are on a mission to deliver meaningful results – to make a difference - and they rally to that call. Our staff want to improve people’s lives by making a big difference. Where do you find your words? The Fast Method If you take the key ideal titles and simply look up a Thesaurus you will find a list of words that are similar or related. Simply read those words and identify any that resonate strongly. For example: Joy

amusement, bliss, charm, cheer, comfort, delight, elation, glee, humour, pride, satisfaction, wonder, alleviation, animation, diversion, distraction, ecstasy, festivity, gladness, gratification, gratitude, hilarity, indulgence, jubilance, lively, luxury, fulfilment, prize, mirth, rapture, enjoyment, fun, treasure, relief, thankfulness, praise.

If your ideal is Joy, what words sound most like your business? (I’ve included a thesaurus check for each ideal in the Appendix).



“We’re all about … fun.” “We’re all about … gratitude.” “We are the happiest place on earth.” (Disney). Of course the challenge is to deliver customer experiences aligned to that ideal. I need to remind you – I am not talking about big companies. Please don’t think, “Oh, that’s OK for Disney … but not me.” This is all about you! And your business. Stengel’s research is entirely relevant for any sized player. His parting word in his bestselling book Grow! are: “Start big or start small, but start now.” The Substantial Method The other method takes more time but will ultimately yield superior results. Past, present, future Heritage and History When I’m working with a business I always first go back to the history of the business. I ask questions like: • How did you start this business? • Why did you start your business? • What is your history? • What did you believe and value when you started your

business?



For example, when Pizza Hut started in 1958 it was started by two mates and was intended as a way for family and friends to connect over a cheap, fun and easy meal. By 2009 they had lost that ideal. After an intensive global exercise in self-reflection Pizza Hut had realigned with that original ideal. That reflection included customers and staff. One question that played an important part in their renewal was asking their staff: What motivates you to keep coming to work here? Why do you buy from us? A business never leaves its heritage behind even if it evolves over time. Emirates airlines started in 1985 as a shuttle for oilfield and mining workers between the UAE and Africa. Then it became an ’armchair in the sky’, then ‘the only choice’ and then about ‘connectivity’. But it has always been about the making flying a joy. So start by revisiting why you started your business in the first place. Yes, it was to improve other people’s lives but it also met your needs too. Get your voice recorder out and just simple talk about: • Why did you start the business? • What were you attempting to do?



This can be a misleading question because you might say, ‘I was simply trying to use my skill set doing something I loved and provide an income to support my family.” Or “I started this business so I could afford to go snowboarding on the best ski slopes each winter.” And look, that’s OK to answer from your personal self-serving perspective. Nothing wrong with that. But you might also answer these questions: • What were you trying to do … for your customers? • What was the purpose of this business from a customer’s

perspective? • What was the benefit for them?

But this is about exploring the past and reviewing history and the origins and heritage of the business. Jack Daniels whiskey was all about the quality of the distillery process. Did you know that most of Jack Daniel’s early advertising was telling people why they couldn’t buy Jack Daniel’s. Jasper Newton Daniels was immensely proud of his distilling process and the quality of the whiskey. That meant it could not be made in large quantities so it became a premium product where demand genuinely exceeded supply. And it became the favourite of renegades like Frank Sinatra and Keith Richards. If ever Hollywood wants to portray an individual and someone to be reckoned with they show them drinking Jack Daniels.



Jack Daniels has had three or four owners but the slow paced, quality controlled, sleepy Lynchberg, Tennessee story … and the pride of the workers who make the whiskey … has remained central to their marketing. In fact their quality distilling methods were the thing they were most proud of. Transition Do you need to be a global player like Pizza Hut or Jack Daniels? Josine is a business coach based in Holland and she does turnarounds for once established family businesses. Her approach is designed to future-proof that business and create legacy. To make a lasting impact. In this case the impact is not on society but impact on a family business and their ‘society’ of customers. But the ideal is still to make an impact. Her story is compelling. She worked in the family business and when her father retired he left it to two brothers who fought over the direction the business should take. She stood on the sidelines watching an intergenerational family business self implode. Eventually she intervened and bought that business back under control. A key problem was the brothers had different ideas about who the company was now. One felt that the company needed to remain true to the vision of the founder – their grandfather – and the other brother felt it needed a new vision and an identity.



The questions that needed addressing were certainly who were we when we started but also who are we now? • Who are you now? • What are we all about? • What are we known for? • What do we want to/need to be known for?

Ironically, like Pizza Hut and Jack Daniels Josine’s family business needed to return to their central ideal: making an impact on society. Yes the offering has evolved but the core ideal was always a constant even if they forgot. Pizza Hut and Jack Daniels have also modified their offering but Pizza Hut is still all about Connection and Jack Daniels is still all about Pride. I am using lofty examples but anyone – including you - can determine the central ideal that drives your business. These questions help you to consolidate your best guess as to what is your central ideal. The words you choose to describe your business and answering these questions give you clues. You may simply rediscover your ideal.



Direction You might rediscover your ideal by exploring your vision for the future. • Where is this business going? • Who can we become? • Who should we become? • What can we do next? • What do we need to do next? • Do we need to change? Why? • Where do we want to go? • What does the future look like ideally?

Paul is an investment manager and the business looks after assets for wealthy clients. But Paul has a passion for helping clients with diminished mental capacity. These clients have had a traumatic, life changing accident where they will never work again. Usually there is an insurance claim, a law firm appointed, a court case, a settlement and a compensation pay out is awarded. That might be £500,000 or £5M but that money has to be invested because it has to provide for that person for the rest of their life. It might fund a carer or disability-friendly home renovations. But that money is held in trust by a law firm and a trustee or a financial deputy is appointed whose job it is to invest that money so that it generates a dividend year in and year out. The problem is most trustees simply flip the funds to a financial advisor and have very little knowledge or understanding as to whether the right products were selected or even if that portfolio is performing or not.



Products, performance and fees are now very much on the radar of the Office of Public Guardian (UK) and there are stiff penalties where dereliction of duty of care can be shown. But while their might be reputational damage it’s not mandatory or law yet. Just inconvenient. Paul wants to change all of this. He wants the law to change and he has become the UK defacto benchmark for best practice. If you haven’t guessed Paul’s business is all about making an impact. Paul’s business is transitioning form managing wealth to ensuring lawyers work in their client’s best interests. So the ideal hasn’t changed even though the product and service offering has. He is going through this process of determining where his business is going next. The idea is to: • Express your ideal explicitly. Write down what you think it is

and why. Share your best thinking with your team or your customers.

• Make sure you have identified your primary dominant ideal.

It’s either Joy, Connection, Exploration, Pride or Impacting Society. You may have a secondary ideal but identify the dominant ideal.

• Consider how that shows up in your business – importantly

your marketing. When you run a campaign it needs a big



message and that message is a lot easier to identify once you know the dominant ideal.

For example, Entrevo bangs on about being a Key Person of Influence, the entrepreneur revolution and being oversubscribed but the ideal is about impacting society. It is easy for us to broadcast those messages because they are consistent with our ideal of impacting society.

You might ask: • Is the ideal consistent with your history? • Does the ideal make sense? Does it resonate? • Do you get a sense that you understand the DNA of

your business a lot better? • Can you start to see how your marketing might be

enhanced or change as a result of identifying your dominant ideal?

• Does identifying your ideal open up marketing or campaign possibilities for your business?

Let me know how you go I’d love to hear what you discovered? Please email me at [email protected] Visit https://www.facebook.com/andrewr.priestley# If you wish to know more about Key Person of Influence (available in UK., US, Australia and Singapore) or Campaign Driven Enterprise please email [email protected]



Appendix: Thesaurus Joy

amusement, bliss, charm, cheer, comfort, delight, elation, glee, humour, pride, satisfaction, wonder, alleviation, animation, diversion, distraction, ecstasy, festivity, gladness, gratification, gratitude, hilarity, indulgence, jubilance, lively, luxury, fulfilment, prize, mirth, rapture, enjoyment, fun, treasure, relief, thankfulness, praise.

Connection

contact, network, relation, relationships, acquaintance, agent, ally, friend, friendship, associate, association, go-between, connector, support, supporter, kin, family, mentor, messenger, sponsor, relative, referral, referee, join, tribe, gang, group, community, partnership, interaction.

Exploration

analysis, examination, expedition, exploration, tour, trip, journey, travel, search, curiosity, curious, inquiry, assess, research, ask, explain, probe, scrutinise, learn, discovery, sense, unearth, delve, dig, diagnose, discern, distinction, distinguish, experiment, trial, tweak, test, identify, learn, study, locate, inspect, audit, check, review, observe, question, quiz, checklist, scan,

Pride

delight, dignity, ego, happiness, satisfaction, self-confidence, self respect, honour, pleasure, luxury, face, fine, arrogance, proud, superior, choice, prime, select, exclusive, exceptional, acquisition, achievement, merit, award, benefit, wealth, net worth, inheritance, legacy, prize, profit, rich, enriching, best, supreme, top, top shelf, class, optimum, outstanding, paramount,



Impact society shock, bang, blow, crunch, smash, rock, shake, shake-up, revive, adjust, develop, advance, change, modify, reverse, reengineer, restructure, revolution, revise, review, transform, transformation, transition, variation, correction, correct, diversify, reconstruct, rebuild, tweak, refine, alter, innovate, innovation, evolve, adapt, turnaround, reform, advance, boost, progress, recover, elevate, gift, estate, legacy, heritage, contribution, improvement, charity,

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Your Core Ideal, Key Words and Phrases and Big Message

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Transcript of Your Core Ideal, Key Words and Phrases and Big Message