Академический Документы
Профессиональный Документы
Культура Документы
- by Anton Chernikov
1. Reciprocation
2. Commitment & Consistency Blog Links
3. Social Proof http://casanovapendrillblog.com/
4. Authority 2012/07/cp-book-summary-influence-
the-psychology-of-persuasion/
5. Liking
6. Scarcity http://www.fripp.com/blog/why-do-
people-say-yes-the-6-weapons-of-
influence/
Read Nudge & Made to Stick
1. Simple
2. Unexpected
3. Concrete
4. Credible
5. Emotional
6. Stories
http://liveyourlegend.net/subscriber-only-tools/
http://liveyourlegend.net/connect-with-anyone-insiders-team-prelaunch/
http://www.forbes.com/sites/theyec/2012/04/25/the-7-pillars-of-connecting-with-absolutely-anyone/
http://liveyourlegend.net/the-31-habits-of-the-worlds-best-connectors/
http://liveyourlegend.net/subscriber-only-tools/
Are you surrounding ourself with people and opportunities that
will bring out your best? blog post
For Further Research Thinking Fast and Slow A great
foundational book to read on
http://www.mindvalleyinsights.com/how-to-connect-with-powerful-and- understanding human behaviour
influential-people-michael-ellsberg-at-awesomenessfest/
http://www.ted.com/talks/
dan_ariely_asks_are_we_in_control_of_our_own_decisions?language=en
http://razoofoundation.org/2012/10/three-ways-nonprofits-can-leverage-
behavioral-economics-in-social-fundraising/
http://www.ted.com/playlists/164/how_we_make_choices
http://www.ted.com/talks/rory_sutherland_life_lessons_from_an_ad_man
http://www.ted.com/talks/
julian_treasure_how_to_speak_so_that_people_want_to_listen
Building a network is Challenge :
essential to every
startup journey. Your Identify your top 10 role models. Who are the leaders in
network is your bank. It your field or industry? Which companies are scaling
is your source of talent fast? Do you know anyone who works for them?
and expertise. It is your
most powerful Pick an industry trend or question. Do some research, then use social
media to get their email and send them a request to meet or Skype to
accelerator. However, discuss a specific question or project. Get their attention, spark a
building and nurturing conversation and see if you can turn that conversation into genuine
a high quality network connection.
is not easy.
https://medium.com/this-happened-to-me/how-a-small-habit-created-
something-larger-34f2e2186f02
http://www.ballerdinner.com/#baller-dinner
http://bit.ly/lifejamming
http://liveyourlegend.net/world-tour
http://howwastheburger.com/i-just-bought-1000-burgers/
Purpose is the story you tell Begin with a subject you love, zero in
on what you most enjoy about it and
yourself that brings meaning then envision a new context for it.
to your journey.
Juan Guerra, CEO StudentFunder
What have Iaccomplished that I Is someone realistically going to pay me for this?
can unabashedly brag about?
What do I want to be
famous for? YOUR SUPER
YES NO
TALENTS / strengths? This is
your Niche!
CAREER HOBBY
What you do. What is the most obvious way that you can say what you do?
Polishing It needs to be so simple that even your Mum can get it and explain it to her
Your friends.
Pitch Why you do it. What is purpose of your venture? How will you make
peoples lives better? Make it real make it personal dont get lost in the
big words. Try to tell the story of your business through the eyes of one
If you want to build a beneficiary or one customer.
tribe / team around
your vision and How you are different. Know your market inside out, and never stop
researching. Where is the growth? What are the trends? Where will you be
business idea you focussing your energy that will give you the long term edge?
need to construct an
authentic and What you have done. This is where you demonstrate traction. Use logos of
compelling narrative. partners and clients. Show your team. Provide a few testimonials and a
couple of in depth case studies, if you have them. Always ask clients for a
testimonial when they have just paid your final invoice and are happy with
the work.
Whats the next step. Know how to answer the question How can I help
or get involved? Im sold, what are the next steps? Dont go into a meeting
or event without being clear on what you want.
Dont forget this!
Whats your brand message?
If you had to create a 60-90 second animation communicating the impact / vision /
purpose of your business venture what would you say? Check our AirBnbs branding
campaign Belong Anywhere. When networking you want to start the conversation
talking about your purpose. Why does your business really matter to you?
Whats your breakthrough product / market insight?
If I have seen further it If you want to win the trust and support
is by standing on the of smart people you need to have a
strong understanding of your market.
shoulders of Giants.
Tip: Keep a running list of useful links,
competitors / potential partners.
Isaac Newton.
There are over 7 billion people in
#Know_Your_Market the world. Chances are someone
has thought of the same idea, and
perhaps even tried it and failed. It
It is SO IMPORTANT for you to really takes many years or exploring and
embed yourself into the ecosystem of experimenting in a niche market
until you know enough to have a
your market / industry. Go to the events, genuine breakthrough idea.
read the popular blogs, be aware of the
latest trends and buzz words. Ultimately, it is Getting positive feedback from
not your initial idea that matters but how fast your family and friends is going to
be less useful that getting
you can learn and pivot. Think of your first feedback from someone who
idea as a stepping stone towards knows your market, and has
understanding the details and dimensions of probably come across similar
ideas in the past. These are the
your market. Use it as a way to make people you want to meet. You
connections and get feedback from smart want them to be critical and to ask
people. the tough questions. You need to
go deep.
Heres my example
MY EXAMPLE : I STARTED WITH 3 BIG QUESTIONS & BRAINSTORMED WORDS
How do I want to live & work? What impact do I want to have? What am I passionate about?
Design - Applied to startup process Curation vs Teaching Future of Education Travel / Adventure / Being in Nature
Reading & Painting Always Curious & Open to New Experiences Partnership Mindset - New ways of working
MY SHINY GOAL FOR MY LIFE WHICH ALSO INSPIRED MY BUSINESS NAME!
PRINCIPLES
Freedom
Unrestricted autonomy & culture of partnership.
Meritocracy
Rewarding people based on results not rhetoric.
Impact
Working on meaningful problems.
Ultimately it all comes down to explaining one thing
No one makes a sale at a networking event, so dont try. Do you find networking a
The first step is to adopt a giver rather than a taker mentality. draining and exhausting
Develop a list of questions that you can ask to get people into experience? Are you fed up
their favourite topic of conversation. So whats the thing you
really care about? Perhaps starting with a more neutral How of collecting piles of business
did you end up being here today? ACTION - Studio X Online cards and connections that
discussion page what are the best (most creative) questions lead to nothing? We all want
to ask at a networking event?
to cut through the bullshit
Write it all down. of human interaction and
Develop a practice of mapping your connections, and logging get to the core (genuine
your interactions.After an event make a record of what you connection). But how can
learned. Think about potential synergies. How can you add
value to them? How could they help you? If you dont write it we do this?
down you will forget! Remember the line Its what you know
about who you know that counts.
Networking Tips
Ask the first question when the speeches / Thank the host.
talks finish. Send an email as well as saying thank you in
There is often a 5-10 second pause after the host person. This is a great way to be invited back and to
asks any questions make sure you hand is up potentially ask for an introduction a few months later.
with a question you prepared earlier. Asking a Hosts tend to be great connectors and useful
question gives you a great excuse to talk to the contacts.
speaker afterward to ask a follow up question
and grab their business card. It is also a great What if you lack confidence?
way to build connection and notoriety with the When starting out, networking events can feel
audience; you were the guy or girl who asked intimidating and awkward. The best advice would
that question be to visualise yourself going up to a group, smiling
Think about how to engage the speakers, while and saying hello and offering a simple question.
listening to the talks. Thats all it takes, really. Sometimes the simple act of
standing next to a group is all you need to do. Dont
think you are being rude or interrupting, the purpose
of networking is to meet new people.
Two questions to ask when you meet someone remarkable
When you buy your ticket for the event, set three
Be specific in your follow up. calendar events or reminders:
Explain why you want to meet
and share a few available
dates. It helps to get the ball
1. For the date and time of the event. (My hope is
rolling on their end. youre already doing this.)
2. For the evening before the event, so that you
Make sure you also connect with
them on Linkedin with a short
remember to do your research.
message referencing the email. 3. For your lunch hour on the day following the
People move jobs, change event, so that you take the time you need to
emails and business cards get
lost, but they will always have an
compose well-written follow-up emails to those
up to date Linkedin. interesting people you talked to.
Getting the meeting
How to write a purposeful and concise email that gets a response (and hopefully a meeting).
Hi Jessica,
Use a meaningful subject line.
Use their first name, never sir/madam. It was nice meeting you at the event the other day. I really
Reference how you met or got introduced. enjoyed our chat about I think I can help.
Google them and check out their recent blog posts, tweets,
A brief background. I work with insert brands and we have
etc make a positive point of feedback. achieved insert great stuff. We also share insert shared
Give them an ego boost. Flattery goes a long way connections. Small world!
Keep it short and to the point. Add video links.
(Your email shouldnt take more than 2 min to read). I read your article insert title or link, and you mentioned a
Name drop shared connections, recent achievements and few things that really resonated with me. I was hoping that
we could connect when you have a spare 15 minutes over
any brands you are associated with. coffee or Skype.
Explain clearly how you think they could help you and you
could help them. I would like to talk about something specific.
YOU suggest the day and time.
Be persistent. Here are times and days that work for me in the coming
weeks.
Always ask them Is there anyone you know that I could
benefit from meeting? Hope to speak with you soon,
Always say thank you, politeness goes a long way.
:-)
Dont be pushy Interesting sparks for
further research
Anytime you ask for voluntary support, make sure
you provide plenty of time flexibility and Kevin Kelly :
empathise with the fact that they are probably Attracting 1,000 true fans
very busy. You dont know the context of their
day / week. During a busy time, making any https://medium.com/@stanbugaev/
demand in an impolite and aggressive tone, even 1000-days-of-building-our-first-start-
to friends, can enrage the other person. Never up-epiclist-ea0c07a7964b
show rudeness or impatience. Say thank you, and
http://vimeo.com/63654060
make it easy for the other person to gracefully say
Im snowed in, maybe another time. http://kk.org/thetechnium/
2008/03/1000-true-fans/
Tip: Start your email with a bit of flattery, make
your ask super specific, explain why it matters http://paidtoexist.com/the-secret-to-
right now and end with a Thank you for attracting-1000-true-fans/
considering, it means a lot.
Create You Own Networking FAQs & Answers Doc
And keep adding to it!
Finding a date
Do helps
people run
productive
meetings.
Two beautiful apps, one for email and
the other for your calendar
If you find yourself doing the same task over and over, find a
Digital Tips way of automating it or at least speeding it up. The best way to
do this is to customise your toolbars and your desktop sidebar
favourites. Also, use the columns display in your Mac finder. Saving
just 5 min every day with quick shortcuts adds up to over 4 months
over the course of your life / career.
Use Cmd f as a shortcut to search for keywords in your browsers, Google docs, preview files and webpages.
Dive into this great
Gmail resource How to manage your email
Think of your email inbox in the same way
as you think of your desktop. You wouldnt
have every file on you computer on your
desktop. You would create folders and sub
folders. Its the same principle for you
email. However, with email, not only do you
have folders but you also have filters that
automatically move your incoming
messages to where they need to be. This
Gmail plugins is a great article on how to set up Gmail
filters. This is extremely useful if you are
managing several projects at once.
Why you should be using Search is key
Google The most important feature of any email
service is search. This is what Google
When it comes to digital tools and devices we all does better than anyone else. Also,
have out own preferences. However, when it they have supplemented their email
comes to business development and sales Gmail service with loads of great collaboration
is essential. The reason for this is due to the and file sharing tools. And its free!
plugins that you can add to Gmail. Also, Gmail
automatically saves everyone you communicate There is just so much you can do
with Gdrive
with in your contacts.
https://medium.com/adventures-in-
consumer-technology/5-reasons-
why-google-drive-is-awesome-for-
ux-designers-4244de5d093
https://www.streak.com/
z
You can use http:// Where to go to export all your
rapportive.com/, a Gmail connections on Linkedin
App for quickly building up LinkedIn hides this well
your Linkedin connections
without leaving your inbox.
It is also a useful way to
quickly check if you have
mis-typed an email address
or not. Just hover over the m
address and the social
profiles should appear.
Why you should be connecting with
as many people on Linkedin as
possible
The more connections you have, the more second and third
degree connection you will have. Linkedin allows you to
message second degree connections directly when you
click to connect with them. LinkedIn also allow you to view
the full profiles of your third degree connections. Most
people are on Linkedin today, so the more connections you
have the easier it will be for you to get information and send
messages to people you havent yet met. Rather than
wasting time attending events, you can focus on targeting
specific influencers in your market through online referrals
and introductions. You can quickly move towards having
lots of one-to-one meetings, which are much more
enjoyable and impactful than suffering through big events
and conferences. (especially for undercover introverts)
Stretching your networking
limits
Use Evernote to log the information
Researchers claim there is a human limit to that you gather about people in your
the number of people with whom one can network. Things you read online, things
maintain stable social relationships. This you hear at events, email exchanges
number lies between 150 and 250 and is and of course rigorous post meeting
called Dunbars Number. It is based on two review notes. You can then search their
factors knowing who each person is and name and find what you need to know
in seconds. Trello is good if you have
how each person relates to every other
networking actions to manage Its
person. However, by developing smart like a dynamic virtual to do list.
information habits and leveraging the latest
digital tools and social networking platforms
I believe it is possible to stretch that number Context : A great Guardian blog about
to over 1,000. If we use digital in the right Dunbars number
way, we can literally develop superhuman
networking powers.
Linkedin is good for building a mailing list Challenge : Build an excel doc of
that never expires and seeing what 1,000 people who you trust and
connections you share with people. admire and then actively try to
engage and support them. Send
Twitter is good for promoting stuff when them articles and ideas. Refer them
you need to, and getting a live feed of to any people, books, networking
content. opportunities and events that you
know they will have an interest in.
However email is still by far the best Set up Google alerts so you can
when it comes to engagement. Get into send them a message straight after
the habit of sending high quality content a big press release. Also, be open
to your connections. Make sure to mention about your life vision and career
any recent accomplishments and wider goals to your list of 1,000. This
long term goals. These emails can generosity and openness is central
become great sources for introductions to building your personal brand and
and collaboration sparks. to developing a proactive network.
Trello is a powerful tool. Think about how
you could use it to maintain and grow your
network.
You can also use Trello collaboratively with your team as a
makeshift CRM system. Everyone add names and companies to
the board and then you can search anytime to see if someone in
the team has made contact with that organisation or person
recently. Give it a try. Trello can become a power tool for getting
things as a team.
If you are planning to sell any product or service
to a large or medium sized organisation you are
going to have to master complex sales.
Connect with people on a Be theatrical. Get the client to Play hard to get. Ask new
human, emotional and personal break out of their critical clients to pay up front to make
level. Build social capital by perspectives, and encourage sure you dont miss the next
making introductions and them to really imagine what is ride (only 20 places left for next
offering your advice free of possible with you. year!). Mention other high
charge. profile clients and partners who
are involved / signing up.
B2B Sales Offer a commission to consultants who regularly meet
with potential clients. 5% for a successful introduction.
Tactics 10% if they are involved in the process (attending multiple
meetings, advising on the proposal document, etc).
relationships with each decision makers Great articles to read for further
within the organisation research
1) Economic Buyer - Pays the invoice and agrees with the http://www.millerheiman.com/
strategy. Our_Products/Manage-Opportunities/
2) User Buyer - The promoters / enthusiasts who will drive Advanced-Concepts-for-Strategic-
early adoption. Selling/
3) Technical Buyer / Project Manager - The gatekeeper https://medium.com/@Saurabhm6/
who will sign off your plan / product. caught-in-a-never-ending-sales-
4) Coach / Sponsor - The person who brings you in and cycle-21c12ebc1ca8
champions your product or service. https://medium.com/@anjismail/why-
complex-on-boarding-works-
better-1b000f1c2304
& Remember
The Power Pitching a solution often divides a room.
People take sides and you end up with
of Co-creation tension and argument rather than
Create a sense of alignment and co-operation. When dealing
ownership! with complex problems we must embrace
co-creation. Dont get attached to any
Nobody in the history of the single solution or idea. Instead evangelise
world has ever wax polished
their rental car. We have a
the co-creation process and the need for
tendency to undervalue everyone to be united and invested in a
things that arent ours and to common purpose. Start by listening and
overvalue things because
facilitating a rich dialogue and then
we own them or have
participated in creating eventually you will figure out what the best
them. idea or solution pitch really is.
Negotiations
DEMAND
VA L U E F L O W M A P P I N G
VA L U E FO R T H E M VA L U E FO R YO U
STA K E H O L D E R 1
P R E S E N TAT I O N S STA K E H O L D E R 2
TA I LO R E D F O R E A C H STA K E H O L D E R
STA K E H O L D E R 3
STA K E H O L D E R 4
F O R C E S F I E L D A N A LY S I S
3 3
3 3
3 NEW REALITY 3
3 3
3 3
TOTA L : TOTA L :
C O N V E R S AT I O N M A R K E T I N G PERSONA
W H AT S T H E U N D E R STA N D I N G C H A I N ? E M PAT H Y M A P
NAME
? ? ?
? ? ?
S AY I N G
HEARING
Q:
A: Q:
Q:
A: SEEING
Q: A:
THINKING
A:
Q: Q:
A: A:
FEELING DOING
W H AT Q U E ST I O N S W O U L D YO U C L I E N T &
CUSTOMER ASK & IN WHICH ORDER?
Make it about them, not about you.
Make a good first impression. Investors make Talk about the black box. Investors are looking
an intuitive Yes or No judgement in the first few for scalability. What can you build once and sell
minutes. So look smart, smile, be calm, show many more times, and how much profit will you
confidence, tell your story and dont over sell. make per sale? It is also important to demonstrate
Leave them wanting to know more, but never that you have management experience in the
bullshit. Be genuine. Win their trust. team.Ultimately it will come down to a judgement
call of do we believe they can execute?
Have good answers. Know your competition and
how you differentiate. Dont bullshit. Be honest Keep your accounts in order. All investors will
about where you are in your journey. No startup is want to see your history of monthly accounts that
perfect in every department. Everyone has gaps you can bring to board meetings. Getting a
and strengths. For the difficult questions the key system (probably outsourced, one day a month to
is to emphasise the quality of your team and the an accountant) in place early on will make life a
people you are working with. This will indirectly lot easier. You want to show that you are
demonstrate your leadership and management organised and on top of your numbers!
qualities.
The ingredients that investors look for
Big Market. Good Idea. Right Team. Traction.
With a ready to go platform, a client deal worth 30-50k, a
Raising Investment strong group of advisors and a smart team of 2-4 people
at a 1M-1.5M you could raise between 150-250k at a valuation of
1-1.5M. At the end of the day you need to demonstrate
valuation that you are making money and that there is a pipeline for
your sales to grow.
If you take investment you will have to spend half your life managing
your board and dealing with lawyers and paperwork. If you can
bootstrap or consult-strap, then this is by far the best way to go.
#Keep your freedom. Focus on what matters sales & impact.
Nailing Pitch Day : Presenting
Try not to fill your talk with everything. Instead think about what
you want the core message to be and the impact that you
want to have on the audience (e.g. what actions do you want
to inspire?). Write down 5-10 tweets (your killer memes,
soundbites or phrases). These act as scaffolding for the
content of your talk. Then fill in the gaps with stories,
examples and questions. Try to pause regularly at key point to
add emphasis. Repeat key phrases. Think of your talk as a
performance. How will you build suspense? How can you take
the audience down and then raise them up again like they do
in the movies?
Grant Fundraising
Its all about the details. Submitting the same application (with a few
Focus is Key tweaks) to dozens of grant funds does not work. Every grant is different
and to be successful you need to know the hidden (organisational and
political) agendas behind the fund. And then you have to spin the story
to fit their goals. Just like a school exam or essay you need to know the
mark scheme and tick their boxes. You need to use their language and
know their rules. Then there is the personal touch. Meet and network with
the decision makers. Build familiarity and get into their good books.
When the decisions are being made you want a champions (influencer)
fighting your corner.
Funded organisations Its best to focus on a few grant funds that are best suited to your startup. Focus on
that are able to deliver building a long term relationship with the funding team. Keep them posted on
on their promises are progress. Try to schedule meetings a few times a year. Help where you can. Also,
much more likely to get connect with bid writers and fundraisers that have a track record with a specific fund.
follow on funding.
Dont overcommit and make sure the terms and promises of the Grant funding is
aligned to the strategic direction of you business. Otherwise, you will be distracted
and drift from your core mission / strengths. If you are hungry in a supermarket
everything looks good. Beware! If you take funding and under deliver you risk
repetitional damage that is difficult to repair.
Fundraising is Sales! When fundraising, it is
important to treat your funders
as customers. Your job is to
Traditional sales involves selling products and figure out how you can best
services to other businesses (B2B) or directly serve them. You must seek to
to individual customers (B2C). When you are build a relationship, and make
fundraising you are not selling a concrete yourself familiar to them. Read
product or service, but rather you are selling their website content thoroughly.
an idea or the promise of growth. Nonetheless, Listen to the language they use
at events. Understand their
many of the same principles of sales apply.
priorities and needs. In return,
How you package your idea or your you will eventually win their
investment opportunity can make all the business (i.e. funding), because
difference. Ultimately, the decision to allocate unconsciously they will be
funding or investment is made by people. fighting your corner when the
They are likely to be very smart people, but final funding decisions are being
they are still human beings, influenced by made.
emotion and mood.
A great article
Educational Fundraising
The most important aspect of
fundraising large sums is a
strong vision combined with
compelling and tangible
projects. It's a long game that
could take between 12-18
months (with 5 different
conversations spread out
across that time - getting high
value individuals and
company leaders to come
together takes time). The
diagram below shows the
different layers at play, and
how each level is built on the
level below >>>
A quick tip : dont go into battle blind
Write your own When dealing with bid writers (that you do not know well and trust) do not
contracts. sign their contract, or at least have a lawyer (friend) check it over. If you
are being rushed into an agreement (with the funding dealing close),
dont sign. Instead, create your own simple one pager document /
contract that keeps everything super simple and clear. Stick to a no win
The top bid writers can no fee arrangement at first. Dont give away equity (this is for investors
earn in excess of 50k and team members who are in it for the long term). If the bid writer backs
for a weeks work. Dont out of the agreement then you know that they didnt really think your bid
think for a second they was likely to be successful.
are doing you a favour.
This is their business, The best bid writers have a track record, and usually focus on specific
and you need to define funds (e.g. like TSB / UK innovate). Each bid has its own unique
the terms. language and criteria. You want to work with proven bid writers who have
been successful with the funder you are aiming for. Do your due
diligence and clarify exactly what is expected from both sides.
Fundraising and raising investment is time consuming. The
There is no such second you take someones money you are tied to their
agenda.
thing as free
money! On the receiving side, its often comes down to suffering
through endless forms, tiresome events and valueless
meetings. https://medium.com/@Photocritic/to-startups-
If you can, dont get free-money-from-the-uk-government-is-anything-
but-326be348443d. On the VC and investor side, its about
investment, bootstrap
spending days of your life with lawyers reviewing complex
(grow through sales) shareholder agreements.
and consult-strap
(consult on the side In both cases it is easy to get distracted. You end up
while developing your chasing the money and managing investors rather than
product). Its amazing building your business (e.g. delivering great products and
how much you can do services). If you are looking to build a business and exit in
3-5 years then this is the road for you. However, if you are
with less.
building a business to solve a problem you care deeply
about or you want the freedom to control your schedule
and do work you enjoy, then you should be wary of going
for funding or investment.
Balancing selling and doing is a very challenging part of
Startup Zen being an entrepreneur.
On one side you are telling people the vision and how money
One question that is rarely asked should be thrown at you left right and centre because this is
by entrepreneurs is the life vision the next big thing. On the other hand you are back in the
question How do you want to office and no one is doing their work properly, you are
live? behind on technology and its a nightmare. But at the same
time if you lock yourself up in a bubble and all you do is
Surely your life vision should be build product, then you wake up one day and ask why isnt
driving your career, not the other anyone using it or buying it and whats going on.
way around? What is the lifestyle
design that you aspire to? The constant oscillation between selling and doing is part of
the journey and designing silence and mindfulness in your
week is important. Because you can reflect on where you are
on that balance. Even though it can be appealing to run
after bigger and better deals it might not always be the
smartest thing long term.
Sales can become
addictive
These are the questions we ask ourselves Another smart approach is to offer a
price range. The client can choose
Will we learn something? what is fair once the service has been
Do we believe in the project / business? delivered. You are trusting their
Do we like and believe in the person? honesty and as a result building their
Can we make money now? trust in you. Also, make sure you get
Can we make money later? payment upfront (e.g. 30-50%).
How can we add lots of value without committing
too much of my time?
The goal is not perfection. It is
Design Services : We only give to solve the clients problem in
the client ONE option the minimum time possible.
This means leading the client
through your process rather
Today, our golden rule when it comes to design and branding
than letting them order you
services is only give the client one option. It never ceases to
around in an unfocussed way.
amaze us how much indecision and time wasting can be
generated when you give a client more than ONE option. One
We have a minimal and flat
option has two responses I like it or I dont. With options the
design style that we know how
client begins to suggest different combinations Maybe we
to execute on fast and at a high
could do something in the middle a little bit to the left or a little
quality. If a client wants
bit tot he right and then you send the next two weeks messing
something else, we politely
around.Beware the paradox of choice.
encourage them to look
elsewhere. Our goal is to deliver
The ONE option rule will lose you some clients. However, the
results fast and if we are
goal is not to attract lots of clients. The goal is to secure a few
messing around with hand-
brilliant clients. The ONE rule is a great filter for identifying
drawn sketches, textures and
quality clients who share your desire to avoid waste and get the
gradients then we will not
job done fast. Remember, your are not just saving your own
maximise the returns on our
time, you are also saving their time.
time.
Sometimes Before offering any suggestions ask many
rigorous questions. Try to get under the skin of
its good to the business model. Do your own market
ignore the research. You are the expert, thats why the
client brief. client is coming to you. You need to lead the
process and they need to be comfortable with
following. The way to create this level of trust is
to demonstrate early on to the client that you
understand their core business needs and
market differentiation.
Position yourself not as a designer who needs
to be managed. Instead you are a fellow
entrepreneur who can leverage the design
process to deliver high quality results, fast.
A consulting trick
JUST PAY ME THE VALUE OF WHAT YOU LEARN FROM ME
ENGAGEMENT
send thousands of emails to your network.
However, it is in fact much more powerful
to start by focusing on building one-to-one
relationships and then testing whether
those connections would be willing to
promote your product or service to their
networks. Remember, you can only do one
or two big blasts to your own network
without falling into the category of spam,
so you need to make them count. Thats
INFLUENCE
why it is wise to start by testing how viral
your value proposition really is.
http://www.slideshare.net/robfitz/mom-test-customer-development-30m
http://www.slideshare.net/xamde/summary-of-the-mom-test
http://www.slideshare.net/robfitz/how-to-actually-do-customer-development-and-
not-waste-your-time?related=1
Research and draft a list of potential The outreach needs to be genuinely personal with a focus on user motivations. It
founding members for your community. is essential to understand what the audience is motivated by. This, as per our
In creating this list you should aim for second lesson, will usually be something primal in human nature. For example,
100-150 founding members. We this might be the need to be appreciated, the need for power, the need for
already have this we just need to get recognition, etc.
the platform / pitch right.
Be sure that youre inviting your founding members to do something
Write an outreach message which you specific within the community, not just join the community itself. This will
can use when reaching out to your usually be to contribute a piece of content, rate a topic on a poll, suggest
potential founding members for the ideas or provide their expertise/perspective on a topical debate. After the
first time. initial contact, it is usually acceptable to follow-up once, but not more than
once.
1) The organization must select a specific person for a specific reason. What
Brief does each individual contribute to the community?
Guidelines 2) Every e-mail must be personally written. Every outreach message should be
for Outreach personally written and not copy/pasted. These messages should include
personal information about the individual discovered through research of the
individual.
9) Stay informal and in the first person. That means I think you would be
perfect for this community as opposed to We at Widget Inc. would cordially
like to invite you to join the community.
A community manager has two paths to
acquire influence in the community:
3 simple engagement tips: 1) Become a highly respected member of the community
platform. This would involve being highly active, gaining
The community manager should
keep a calendar highlighting which credibility amongst members and being well liked by
content will be created and members. This means to literally become an influential
published every day. This calendar member of the community in their own right.
should repeat the same categories
of content every week/month. 2) Build relationships with influential members of the
community. The second approach is to build relationships
1) Create a 1-month calendar of
content with the influential members of the community. The community
manager may then work with these members to make things
2) Recruit 3 members to write happen within the community. This is a consultation process
regular guest columns for the in which the community manager receives feedback on plans
community and builds a base of support for what s/he wishes to achieve
3) Write a daily news post updating
the community on whats new
Likability requires two consistent attributes: positivity and
friendliness. Friendly and frequent.
Start with a very small market. 1) Show genuine interest in other people.
2) Talk in terms of the other persons interest.
Always err on the side of starting 3) Make the other person feel important, and do it
too small. The reason is simple: sincerely. 4) Show respect for peoples opinions.
its easier to dominate a small 5) Admitmistakes.
market than a large one. If you 6) Appeal to noble motives.
think your initial market might be 7) Show praise.
too bit, it almost certainly is. 8) Dont criticise or complain.
The most successful companies The mantra to this approach is interact less, but better.
focus on dominating a specific The community manager should take the time in every
niche and the scaling to adjacent contribution they make to the community to ensure its
markets. Focus on the customers unique and adds insight/value that cannot be gained
/ power user who really need from elsewhere. This will be in the form of exclusive
your product. information, a deeper analysis of the situation or a unique
opinion/perspective to the discussion.
Community content should include more in depth feature articles. There are a
variety of potential feature articles:
Concentrate activity in as few places Analysis. Content may include in-depth analysis on relevant issues within the
as possible. The activity in a community. These issues may be gathered from the sector analysis described in
community should be concentrated in Lesson 3. These should ideally be based upon data and evidence.
as few places as possible. Empty/
unused areas of the community make Stories/Articles. A major source of articles are stories about members of the
the community feel empty. Remove community and information articles on an interesting topic. Stories might involve
any feature/area that is not highly how members became interested in the community, the opinions other members
used. have of the member and their achievements. Articles can concern any topic of
Expand slowly. The community should interest to the community. This might be a profile of a relevant company or
grow slowly. Dont try to predict what individual, an overview of a major issue or a narrow focus on something specific.
will be popular, dont launch with
hundreds of features. Add new Surveys. A community may undertake a survey and collect research that it can
features/groups carefully and promote later publish as a feature article.
each until they have gained a high
amount of use. Reviews / Previews. As we covered in the previous lesson, the community may
publish reviews or previews of upcoming events, products, services or
happenings within the eco-system.
Product launches. A community might celebrate the launch of a new product or
service within that category. This can include building anticipation of the product/
service through a gossip column about possible features of the product/service, a
live-blog leading up to the launch, and/or discussion threads asking members to
Types of Community Event submit their views and thoughts on the topic. These threads will be sticky for the
day/week.
.
Events play an essential role in Member achievements. The community may also celebrate the achievements of
the growth and development of a member. This might be the release of a book authored by the member, a birth of
communities. a child, gotten married, the launch of a new company or anything the regular
member takes a significant amount of proud in.
They unite audiences and create
Small, frequent, events. Communities that are either localized around a specific
the social foundations for great
area or have clusters of members living in close proximity may consider holding a
things to happen. Events can regular meet-up. This is usually a monthly event in which members gather in a
make communities more fun and nearby venue (usually rented) and talk about their communitys interest. This
provide a cause for constant usually requires very little planning and, indeed, might be organized by community
activity. Events give members a members.
reason to visit frequently to see . .
Decentralized gatherings. Some communities with a large following have recently
what is happening in the
begun asking members to organize their own events local to them. Mashable will
community and provide select a day and then invite members to create events for community members to
motivation for lurkers to attend near their city.
participate.
Thoughts. Members of the community, the community manager or people within
the organization may write thought posts on a topic of their passion. This should
rotate between different people to sustain a high level of interest. Members who
contribute good ideas consistently should be invited to provide a weekly column
Show activity on the landing page. for the community.
Cultivate more engaging landing page Predictions. The community manager or others may create prediction posts about
material. Many communities show an upcoming topic. Or, better, the community manager may ask 10 to 20
newcomers a static, welcoming, community members to make predictions on a topical issue relevant to the
landing page graphic. This is a community. These predictions can then be presented as a single feature on the
mistake (we will cover this in a future community.
lesson). It is better to ensure a visitor
can see the most recent, featured, and
most popular discussions taking place Members will share content or invite people to join the
within a community at any single time.
community for one of four reasons:
This increases their propensity to sign
up and participate in discussions.
1) Increase status within the community
When a newcomer joins the
2) Increase status amongst friends
community they are likely to be
seeking to satisfy an immediate need. 3) Support community
What is the immediate need you are 4) Support friends
trying to satisfy?
You can also read our article on
Digital Engagement
Start with a very small market. Leveraging Network Effects
Always err on the side of starting
too small. The reason is simple:
To reap the rewards of the network effect
its easier to dominate a small you must focus completely on your early
market than a large one. If you adopters / power users. By generating value
think your initial market might be for your first customers you enable
too bit, it almost certainly is.
networkeffects to kick in.
The most successful companies
focus on dominating a specific
niche and the scaling to adjacent
markets. Focus on the customers
/ power user who really need
your product. Kevin Kelly Ted talks
https://www.youtube.com/
watch?v=GS1xL1qcBa4
https://www.youtube.com/
A great article by Kevin Kelly watch?v=ap-ZC21bk18
Every business is successful to the Design Hybrid Systems. Think in terms of
extend that it does something
others cannot. What is your unique technology-enable innovation.
angleor insight that will help you
rise above the competition in your Men and machines are good at fundamentally different things.
niche? Thats why we need to build hybrid systems. The computer
flags the patterns and out of the ordinary content via a well-
Beware the copycat game where designed user interface / dashboard and then the human
you lose focus on your vision and makes the final judgement.Software is great at extracting
start focussing on your rivals patterns in data through statistical analysis of huge bodies of
instead. What can your company text.The human brain is great at comparison and interpreting
become the best in the world at? complex behaviour. Actionable insight can only come from a
human analysts.
One of the best questions to keep
asking as an entrepreneur is how Computers are complements for humans, not substitutes. The
can computers (tech) help most valuable businesses of the coming decades will be built
humans to solve hard by entrepreneurs who seek to empower people rather than try
problems? to make them obsolete. Man and machine together can
achieve dramatically better results than either could attain
See Palantir. alone. What valuable businesses could be built around this
core principle?
If you dont measure the details, you wont
Designing
know what is working and what is not
Exponential working. A carefully designed dashboard /
Systems interface for you business is essential for
sustained exponential growth.
Dive deep into
the meaning of Avoid vanity metricssuch as free users, free downloads, visitors, etc that
your data / might give you a false sense of security. Focus instead on the rate of
change month on month so you can better understand the seasonal cycles
metrics
of your market as well as noticing when you have a big drop or jump in
performance. Think about your real value metrics like repeat usage,
retention percentage, monetisation and the Net Promoter / Virality Score
(how many times a new user or customer is likely to promote your product
or service to their friends and colleagues).
Dont just think about the metrics. Think about how that data can be
communicated to your team (ideally in real time) so that they can make
better decisions. Too many numbers lead to confusion and paralysis. You
want to get everyone in the team to think creatively around how they can
leverage data to optimise their performance one small insight and change
at a time.
Deciding what to All smart systems start as manual processes
Measure that gradually become automated around
the edges. Eventually, the process becomes
Most organisation are set up to a platform / digital interface that enables an
scale efficiencies. In the new
digitised knowledge economy what
organisation to seamlesslyscale, especially
we actually need to scale is on a global level.
learning. What is needed now are new
dashboards that measure the learning A good way to develop your business dashboard is to start by
capability of organisations.
mapping out all the activities that happen within your
Ask yourself organisation. Then brainstorm all of the touch points where your
How many (Lean Startup) experiments organisation interacts with customers / users. Then brainstorm
or A/B-tests did customer service run all the metrics that you can measure and how you can collect
last week? this data. Just keep digging down into the detail and intuit
How many innovative ideas have been which metrics are most important. Make sure you relate your
collected over the past year? How
metrics to your finances (bottom line) as well as your long term
many have been implemented?
What percentage of total revenues is impact goals (purpose).
driven by new products from the last
three years?
Deciding what to
Dave McClures AARRR Model
Measure Acquisition: How do users find you? - growth metric
Activation: Do users have a great first experience? - value metric
Good metricslist for a digital product Retention: Do users come back? - value metric
Revenue: How do you make money? - value metric
Total users Referral: Do users tell others? - growth metric.
New guests within last day
Total number of Personal Users (active) Ask these questions Periodically.
New Personal User registrations Who is your customer?
within last day Which customer problem are you solving?
Percentage of New Personal What is your solution and does it improve the status quo by at least 10x?
Users vs new Guests within last day How will you market the product or service?
Total Pro Subscribers How are you selling the product or service?
New Pro Subscriberswithin last day How do you turn customers into advocates using viral effects and technology
Percentage of New Pro Subscribers vs. to drive down the marginal cost of demand?
new Personal Users within last day How will you scale your customer segment?
Total Cash receipts How will you drive the marginal cost of supply towards zero?
Cash receipts within last 30 days
Cash receipts within last day When designing a product or service think about how you will measure
performance from the very beginning. When you start to grow, you will be
Capturing this information each month will thankful that you designed smart analytics into your product, trust me.
give you unique market intelligence and
customer insight.
A few digital tools to explore
A few digital tools to explore
If you dont know, Ask!
https://growthhackers.com/ https://learn.onevest.com/