Jeffjochum.com take a giant step
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This document contains coaching materials from Jeff Jochum for entrepreneurs and creative business owners. It includes discussions of branding, positioning, customer wants, and building an authentic personal brand. Key points include that quality alone doesn't differentiate, branding is about how something feels and projects to others, and customers want to be known before knowing a company. The goal is to work happily ever after by becoming a "ME zilla" - a huge authentic version of oneself.
Jeffjochum.com take a giant step
- 1. “This is your life and it's ending one minute at a time.”
- 2. Who is Jeff Jochum? • Started & sold 3 tech.companies (’88-’01) • Senior Vice President: Pictage (’04-’07) • CMO: deviantART • CMO: SmugMug • Coached: Joe Buissink, Mike Colon, David Jay, Dane Sanders, Bob & Dawn Davis, ShootQ, ShowIt, Me Ra Koh, ShootDotEdit, Jim Garner, Mike Larson, & lots of creative photo businesses just like yours.
- 3. “Fight club isn't about winning or losing fights. Fight club isn't about words. You see a guy come to fight club for the first time, and his ass is a loaf of white bread. You see this same guy six months later, and he looks carved out of wood. ! This guy trusts himself to handle anything. “
- 5. It’s about being Intentional Your business doesn’t give a crap about what you want... unless you design it that way.
- 6. Work Happy
- 7. THE SYSTEM Generalist vs Specialist ✓ Discover - What makes you unique? ✓ Define - Why do you matter to the market? ✓ Declare - How does anyone know you matter? ✓ Deliver - The BIG version of you; i.e. how do you bring extraordinary happiness to your yourself and clients and let them be happy with YOU?
- 8. STAGE ONE: SPECIALISM REVIEW ! The Who of YOU (How are you YOUnique?)
- 9. STARTUP LIFE-CYCLE: • EGO-driven: I have an idea of how to do something pretty cool - so let’s see if I can make it work well enough that people will pay me. • SALES-driven: Anybody willing to give me money for any reasonable variation of my initial idea is a customer! • MARKETING-driven: Only people who buy what I make are customers. Aim>Ready>FIRE!>(repeat) Ready>FIRE!>Aim>FIRE!>Aim>FIRE!... Ready>Aim>FIRE! Where are you in this map?
- 10. WHERE ARE YOU TODAY? basics
- 11. BLACK/WHITE OR GRAY? People who see the world as Black & White tend to: • Speak their mind & make quick decisions • Be more predictable in decision-making • Be less anxious about making wrong choices • Have less drawn out relationship conflicts • Be less likely to consider alternate points of view People who see the world as GRAY tend to: • Procrastinate or avoid decision-making • Feel more regret after making a choice • Be thoughtful about making the right choice • Stay longer in unhappy relationships • Appreciate multiple points of view
- 12. THE LAW OF CHOICES Choosing is hard, and an emotional process that can't be controlled by logical arguments.
- 13. Who I want to be Specialist ME Who I am The True me The Bubble Diagram of YOU
- 14. Who I am Who I Authenwtiacn mt teo be The Bubble Diagram of YOU
- 15. THE LAW OF INDIVIDUALITY Anyone can copy what you DO Nobody can copy WHO you are.
- 16. If I wore a t-shirt with YOUR NAME on it... Shall we play a game? discovery ! What would that tell people about ME?
- 17. WHAT INGREDIENTS ARE WE WORKING WITH? Who are you (3 tombstone words?) Why are you here? What is your purpose in the world? (i.e. What do you stand for?)
- 18. The Test of Opposites Test the power of your positioning by reviewing its extreme opposite to be sure you aren't competing against a FAIL in the first place.
- 19. The Hitler Ambiguity If a word you use to differentiate yourself is so generic that Hitler could’ve used it to describe himself - you’re only better than BAD.
- 20. Generalize vs Specialize vs Specialism
- 21. CULTING YOUR BRAND: 3 LEVELS OF CLIENT-FANS Advocate Evangelist True Believer 330
- 22. STAGE TWO: DEFINITION ! Clarity + Choice = Polarization 2- 6
- 23. Why Specialism? Why now? It’s really about population density and marketing reach
- 24. The Business of Specialism Build Inside Out 1. Define YOU (why) 2. Define your BUSINESS (how) 3. Define your MARKET (who)
- 25. POWER OF SPECIALISM Upscale clothing for working women? The Limited Casual clothing for the young at heart? The Gap Wool & cotton clothing for young women? Benetton Sexy undergarments? Victoria’s Secret Upmarket casual wear? Banana Republic Upmarket organic wear? Anthropologie
- 26. IMMUTABLE LAWS OF POSITIONING 1. Law of Leadership - It’s better to be first than best 2. Law of the Category - If you can’t be first in a category, create a new one you can be first in. 3. The Law of the Mind - It’s better to be first in the mind than first in the marketplace. 4. Laws of Focus/Exclusivity - The most powerful marketing is owning a word (idea) in the prospect’s mind, and it can’t be owned by two companies. 5. Law of Sacrifice - You have to give something up to get something Respectfully Stolen from Al Ries & Jack Trout
- 27. MARKETING LAW OF SACRIFICE YOU HAVE TO GIVE SOMETHING UP TO GET SOMETHING By choosing one thing You must (defocus) EVERYTHING else. Respectfully Stolen from Al Ries & Jack Trout
- 28. THE LAW OF POLARIZATION To be loved, you must risk being unloved.
- 29. Self-trust is the first secret to success. -Emerson
- 30. BRAND USED TO BE ABOUT HOW STUFF WAS MADE... Then the brand-world turned inside out New Branding is totally about how it feels and what it projects to others by adoption.
- 31. BRAND ISN’T ABOUT QUALITY Quality means “It works” (i.e. good enough) Quality cannot make you appear better than your competition. Quality cannot be part of your brand identity Brand is about Trust
- 32. THE LAW OF QUALITY Quality won’t differentiate you… unless it’s BAD.
- 33. WHAT’S IN CUSTOMERS’ MINDS DISCOVERING THE “CULTURAL UNCONSCIOUS” The Culture Code’s Principle #1: “You can’t believe what people say.” • Jeep means HORSE in USA; LIBERATOR in France • Toilet paper means what to Ritz Carlton? • INDEPENDENCE • USA Code for Work is WHO YOU ARE • USA Code for Money is PROOF • USE Code for Quality is IT WORKS • USA Code for Perfection is DEATH The Culture Code is written by Clotaire Rapaille
- 34. THE LAW OF DISCOUNTING Reducing your price to attract clients that otherwise would've ignored you is promoting your own failure
- 35. THE LAW OF AUTHENTICITY Authentically exposing your non-critical imperfections enables Trust (the suspension of skepticism).
- 36. HAPPY JEFF SAYS... Being you is effortless
- 37. “Sticking feathers up your butt does not make you a chicken.”
- 38. HAPPY JEFF SAYS... People trust people before they trust companies, logos or taglines. You are your own icon, and must stand for something in the minds of a market.
- 39. THE LAW OF PERFORMANCE Personal business has become a performance art, not a production art.
- 40. WHAT DO CUSTOMERS WANT?
- 41. WHAT DO CUSTOMERS WANT? 73% - Integrity (friendly employees & knowledgeable CS) 55% - Transparency (honest, easy access to help) 36% - Community (customer networks & collaboration) According to Oracle 2012
- 42. WHAT DO CUSTOMERS WANT? 86% - Are willing to pay 25% more for a better experience 89% - Will jump brands after one bad experience 79% - Complained online after their complaints were ignored According to Oracle 2012
- 43. WHAT DO CUSTOMERS WANT? One in Five posted a positive comment after a positive experience. According to Oracle 2012
- 44. BUT... WHAT DO THEY REALLY WANT?
- 45. HAPPY JEFF SAYS... Customers want you to know them before they will make an effort to know you.
- 46. STAGE THREE: DECLARATION ! Why Buy You? (What can you do for me?) 2- 6
- 47. THE SECRET TO NEW CLIENT MEETINGS Spend the first 10 minutes of every new client meeting ending EVERY sentence in a question.
- 48. HAPPY JEFF SAYS... People love to buy and hate being sold to. Great marketing creates a boat that fish are excited to jump into. Nets are obsolete.
- 49. HAPPY JEFF SAYS... Selling is extinct. ! It was killed by increasingly well-informed customers BUYING what they want.
- 50. Jeff’s Rule of {X}actitude Every. Word. Matters. Like-ability implies competency. Creating an image in consumers’ minds requires relentless attention to detail, as one errant word can take you from Hero to Zero.
- 51. STAGE FOUR: DELIVERY ! Walking the Walk 2- 6
- 52. HAPPY JEFF SAYS... Happy people are bosses. No one can fire you from your life.
- 53. EMPLOYEES •Get paid for their time/effort •Biggest fear is getting fired/failing •Always try to make the right decision •Minimize risk in their lives •Focus on security (college funds, 401k)
- 54. BOSSES •Get paid for their ideas •Biggest fear is missing opportunities •Always try to make the best decision •Get paid for risk in their lives •Focus on achievement (failure=learning)
- 55. BE THE (effen) BOSS That’s why you’re an entrepreneur!
- 56. WEBSITES, BIOS & BLOGS 1. Intro page (aka “logo” page) ๏ 8-10 iconic images in a slideshow ๏ 60-90 second video of YOU shooting, laughing & performing (not talking) 2. Bio page / Declare page ๏ 30-45 seconds to hook them, fun, confessional, signed 3. Leadership page (optional) ๏ Short, sweet, strong - “I have a dream” 4. Contact / Price ๏ Starting at... 5. Extras (optional) 6. Blog (link: This is where the real stories live)
- 57. HOMEWORK 1130 AUTHENTICITY Words: ONLY 3 INTRO: 60 second presentation of why you do what you do, how you specialize and who you do it for. ANCHOR: ONE image that represents YOU
- 58. FIGHT CLUB
- 59. FIGHT CLUB
- 60. HOMEWORK REVIEW YOUR NAME in <SUBJECT> *3* AUTHENTICITY WORDS *1* paragraph INTRO *1* Anchor Image (ATTACHED) ! to TeamXbiz@gmail.com On FaceBook - Join TeamXCafe group Jeff's Coaching: http://JEFFJOCHUM.COM Community Mentoring: http://TeamXbiz.com
- 61. Become a ME zilla A HUGE version of YOU
- 63. WORKHAPPY BOOK.COM TODAY! FREE! wheafree.gr8.com
- 64. THE GOAL Work. Happily. Ever-After.