1. MIND THE GAPS
Business Model Change versus Brand-Driven Change
• Has your company produced a new product or service that surprised the market? If so, what was it and why did it shake things up? If not, is there a gap in the market you could fill with something new?
• What is the current perception people have of your market? Is there something you could do to shift that perception? (Think Dove’s Real Beauty campaign.)
Your Market Has a Gap You Can Fill Better Than Anyone
• Within your market, are there dead-end conventions everyone still uses, such as suboptimal practices or poor customer experiences? What could your company do to change things up?
• What are the blind spots within your market?
• Think about how products/services are delivered or an untapped segment of the market – is there a way your company could tap into these areas of potential?
• What is both true and uncomfortable about your market that could be turned to your company’s advantage?
From Gap to Opportunity
• Think about what your market category offers and what those customers accept. Try asking some “what if” questions about how you could transform your customers’ experience.
• Has your company produced a new product or service that surprised the market? If so, what was it and why did it shake things up? If not, is there a gap in the market you could fill with something new?
• What is the current perception people have of your market? Is there something you could do to shift that perception? (Think Dove’s Real Beauty campaign.)
Your Market Has a Gap You Can Fill Better Than Anyone
• Within your market, are there dead-end conventions everyone still uses, such as suboptimal practices or poor customer experiences? What could your company do to change things up?
• What are the blind spots within your market?
• Think about how products/services are delivered or an untapped segment of the market – is there a way your company could tap into these areas of potential?
• What is both true and uncomfortable about your market that could be turned to your company’s advantage?
From Gap to Opportunity
• Think about what your market category offers and what those customers accept. Try asking some “what if” questions about how you could transform your customers’ experience.
2. DEFINE THE CHANGE
Putting Your Brand to Work to Drive Change
• What do you consider your company’s greatest assets (those things that make your company great, such as vision, values, heritage, insights behind your products, etc.)?
• How can you use these assets to drive change within your market?
The PJA Change Ladder
• What is a common assumption among your customers that you would like to change?
• Where do you have the greatest chance to influence change within your market?
Brand Role: What Will You Fight For?
• Name one word that encompasses everything your company does.
• Why does your company do what it does?
• What does your company give the world that wouldn’t exist without you?
The Art of the Experience: Inviting People In
• Think about your most important customers/prospects – is there something that you can give them of value without any strings attached?
• Is there a way you can promote what you and your customers/prospects care about without promoting your products?
Putting Your Brand to Work to Drive Change
• What do you consider your company’s greatest assets (those things that make your company great, such as vision, values, heritage, insights behind your products, etc.)?
• How can you use these assets to drive change within your market?
The PJA Change Ladder
• What is a common assumption among your customers that you would like to change?
• Where do you have the greatest chance to influence change within your market?
Brand Role: What Will You Fight For?
• Name one word that encompasses everything your company does.
• Why does your company do what it does?
• What does your company give the world that wouldn’t exist without you?
The Art of the Experience: Inviting People In
• Think about your most important customers/prospects – is there something that you can give them of value without any strings attached?
• Is there a way you can promote what you and your customers/prospects care about without promoting your products?
3. CO-CREATE WITH YOUR CRAZIES
Mission Stakes: “People Come Alive” • How do you make life better for your customers?
• Are there any bigger problems your company is trying to solve that are connected to what you sell? What are they?
Career Stakes: Personal Risk Makes Us Crazies • We all choose brands that help us succeed. What does your brand do to help your customers succeed in their professional and/or personal life?
Business Stakes: Creating a Band of Bedfellows • Think about your business ecosystem (i.e. channel partners, your general customers, agents, brokers, suppliers, etc.) and focus on one particular group.
• Is there a way you could support them using your business without focusing on building your business? For example, forming an online community where people can discuss issues related to your market.
Mission Stakes: “People Come Alive” • How do you make life better for your customers?
• Are there any bigger problems your company is trying to solve that are connected to what you sell? What are they?
Career Stakes: Personal Risk Makes Us Crazies • We all choose brands that help us succeed. What does your brand do to help your customers succeed in their professional and/or personal life?
Business Stakes: Creating a Band of Bedfellows • Think about your business ecosystem (i.e. channel partners, your general customers, agents, brokers, suppliers, etc.) and focus on one particular group.
• Is there a way you could support them using your business without focusing on building your business? For example, forming an online community where people can discuss issues related to your market.
Reinventing your company (or starting a new one) can be easier than you think. Turn the unexpected into the expected, and you’ll become an Unconventional, too! By seeing things differently, leading brands are able to question the prevailing wisdom and create outsized results and lasting change.
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