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Pink Goldfish - Seven Ways to Embrace Weirdness & Amplify Weakness to Stand Out in Business

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True differentiation in business is rare. We live in an age of equivalency. Businesses need to find ways to stand out. This SlideShare shows the seven ways to leverage what makes you unique and wonder-full in business.

Stan Phelps
Keynotes & Workshops That Drive Loyalty and Sales
http://stanphelpsspeaks.com

Publicado en: Empresariales
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Pink Goldfish - Seven Ways to Embrace Weirdness & Amplify Weakness to Stand Out in Business

  1. 1. PINK GOLDFISH STAN PHELPS PURPLEGOLDFISH.COM SEVEN WAYS TO EMBRACE WEIRDNESS & AMPLIFY WEAKNESS TO STAND OUT AND BE F.L.A.W.S.O.M IN BUSINESS
  2. 2. Do you remember your first pet?
  3. 3. Mine was a goldfish. I was six-years old
  4. 4. His name was Oscar
  5. 5. #FTW I won him at a carnival
  6. 6. I thought all goldfish were small
  7. 7. AVERAGE GOLDFISH is 3 INCHES It turns out the
  8. 8. The world record holder is nearly 20 inches
  9. 9. How is that possible?
  10. 10. To put that in perspective, that would be like bumping into someone who is three stories tall
  11. 11. 5 It turns out their Growth is Affected by Five Factors
  12. 12. It turns out their Growth is Affected by Five Factors …and those same five things apply to the growth of your business 5
  13. 13. THE SIZE OF THE BOWL1 The bigger the bowl, the more the goldfish can grow
  14. 14. = MARKETTHE SIZE OF THE BOWL1 In business that’s the market. The bigger the market, the more the business can grow
  15. 15. # OF OTHER GOLDFISH2 The more goldfish, the harder it is to grow
  16. 16. # OF OTHER GOLDFISH2 = COMPETITION In business, the other goldfish are your competition. The more competitors, the harder it is to grow
  17. 17. QUALITY OF THE WATER3 The more nutrients and/or less cloudiness in the water, the easier it is to grow
  18. 18. QUALITY OF THE WATER3 = ECONOMY In business it’s the economy. The easier it is to get capital and/ or better consumer confidence, the easier it is to grow
  19. 19. FIRST 120 DAYS4 The better the growth of a goldfish in its first four months of life, the more it will grow
  20. 20. FIRST 120 DAYS4 = START-UP The better the growth of a business in its first four months of life, the better chance it will grow
  21. 21. GENETIC MAKEUP5 The better the genes of a goldfish and how it is separated from the rest, the more it will grow
  22. 22. GENETIC MAKEUP5 = DIFFERENTIATION The more differentiated the business is and how it stands out in a sea of sameness, the more it can grow
  23. 23. 1. MARKET 2. COMPETITION 3. ECONOMY 4. START-UP 5. DIFFERENTIATION In business, what do you have control over?
  24. 24. 1. MARKET 2. COMPETITION 3. ECONOMY 4. START-UP 5. DIFFERENTIATION 1. MARKET 2. COMPETITION 3. ECONOMY 4. START-UP 5. DIFFERENTIATION Assuming you’ve been in business for more than four months, the only thing you have control over is how you differentiate yourself
  25. 25. DIFFERENTIATION IS KEY “The number of companies who are truly able to achieve competitive separation is depressingly small.” -Youngme Moon, Different
  26. 26. There are two keys to differentiation
  27. 27. TWO KEYS 1. EMBRACE WEIRDNESS
  28. 28. 1. EMBRACE WEIRDNESS 2. AMPLIFY WEAKNESS TWO KEYS
  29. 29. THE PROBLEM Everything we’ve learned about weakness is wrong
  30. 30. What makes us weak in business… can also make us strong
  31. 31. And what makes us weird…
  32. 32. And what makes us weird… is also what makes us wonderful
  33. 33. YOU NEED TO STAND OUT "To succeed in a spectacular fashion you have to be spectacularly unusual.” -Mike Burry
  34. 34. STAND OUT “Fitting in is a short term strategy. Standing out pays off in the long run.” -Seth Godin
  35. 35. TYPES OF PINK GOLDFISH F LAUNTING L OPSIDING A VOIDING W EAKENING S EPARATING O PPOSITIONING M ICRO-WEIRDING SEVEN WAYS TO EMBRACE WEIRDNESS AND AMPLIFY WEAKNESS
  36. 36. FLAUNTING1 “Don’t try to put in what was left out, try to draw out what was left in.” - Marcus Buckingham F.L.A.W.S.O.M
  37. 37. FLAUNT (verb) to parade without shame
  38. 38. CASE STUDY: RETAILFLAUNTING Julian Cromer founded Cromer’s in 1935 at the State Farmers Market. When part of the market was put under sheds, Cromer decided he would switch to selling only peanuts, to the dismay of his wife
  39. 39. CASE STUDY: CROMER’S PEANUTS A nearby vendor also sold peanuts and at one point attempted to stunt Cromer’s business with some negative advertising. He would call out all day long, “Don’t buy Cromer’s peanuts; they’re no good. Mine are the best”
  40. 40. CASE STUDY: CROMER’S PEANUTS Cromer ended up embracing the competitor’s pitch as a slogan. He took a piece of cardboard, wrote “worst in town” and put it in the bin of peanuts. The phrase stuck and Cromer’s eventually grew to become a thriving business.
  41. 41. WEIRD | WEAK NORMAL | STRONG “MORE” FLAUNTINGFLAUNT “LESS” UNDERSTANDING THE FLAUNTING MATRIX
  42. 42. WEIRD | WEAK NORMAL | STRONG UNDERSTANDING THE FLAUNTING MATRIX THE Y AXIS MEASURES THE AMOUNT OF WEIRDNESS AND WEAKNESS “MORE” FLAUNTINGFLAUNT “LESS”
  43. 43. WEIRD | WEAK NORMAL | STRONG UNDERSTANDING THE FLAUNTING MATRIX THE X AXIS MEASURES YOUR FLAUNTING. YOU CAN FLAUNT THAT YOU DO “LESS” OR YOU CAN FLAUNT THAT YOU DO “MORE” “MORE” FLAUNTINGFLAUNT “LESS”
  44. 44. WEIRD | WEAK NORMAL | STRONG UNDERSTANDING THE FLAUNTING MATRIX THE GOAL IS TO BE IN THE PINK ZONE. FLAUNT THAT YOU DO “LESS” OF WHAT’S NORMAL OR FLAUNTING THAT YOU DO “MORE” OF WHAT MAKES YOU WEIRD OR WEAK “MORE” FLAUNTINGFLAUNT “LESS” FLAUNTING
  45. 45. WEIRD | WEAK NORMAL | STRONG UNDERSTANDING THE FOUR QUADRANTS “MORE” FLAUNTINGFLAUNT “LESS” 1 2 4 3
  46. 46. WEIRD | WEAK NORMAL | STRONG CONFORM UNDERSTANDING THE QUADRANTS EVERY COW IS UNIQUE, THEIR SPOTS ARE LIKE FINGERPRINTS. THEY ARE BLISSFULLY UNAWARE AND WALK THE ESTABLISHED COW PATH “MORE” FLAUNTINGFLAUNT “LESS”
  47. 47. WEIRD | WEAK NORMAL | STRONG STRUTCONFORM PEACOCKS AND THEIR FEATHERS ARE ALSO UNIQUE. UNLIKE COWS THEY OWN IT. PEACOCKS PURPOSEFULLY STRUT, FLAUNT, AND SWELL TO STAND OUT AMONGST THE FLOCK “MORE” FLAUNTINGFLAUNT “LESS” UNDERSTANDING THE QUADRANTS
  48. 48. WEIRD | WEAK NORMAL | STRONG MATCH STRUTCONFORM ZEBRAS ARE BLACK WITH WHITE STRIPES. THEIR STRIPING IS DETERMINED BY GENETICS. EVEN THOUGH ZEBRAS ARE UNIQUE, THE STRIPES BLEND IN AND THEY ARE HARD TO TELL APART AMONGST THE HERD “MORE” FLAUNTINGFLAUNT “LESS” UNDERSTANDING THE QUADRANTS
  49. 49. WEIRD | WEAK NORMAL | STRONGSUBTRACT MATCH STRUTCONFORM POLAR BEARS AREN’T WHITE. THEIR FUR IS TRANSLUCENT. THE HOLLOW HAIRS ABSORB AND TAKE AWAY ALL THE COLORS IN THE SPECTRUM SO THEY APPEAR WHITE “MORE” FLAUNTINGFLAUNT “LESS” UNDERSTANDING THE QUADRANTS
  50. 50. LOPSIDING2 “True differentiation is rarely a function of well-roundedness; it is typically a function of lopsidedness.” - Youngme Moon, Different F.L.A.W.S.O.M
  51. 51. WEIRD | WEAK NORMAL | STRONG LOPSIDINGEMBRACING YOUR WEIRDNESS/WEAKNESS AND ACCENTUATING THEM “MORE” FLAUNTINGFLAUNT “LESS”
  52. 52. CASE STUDY: COUGH SYRUPLOPSIDING Cough syrup tastes like medicine. Most companies try to mask it with a variety of flavors
  53. 53. CASE STUDY: BUCKLEY’S Buckley’s cough syrup is nasty and they are proud of it. They aren’t trying to hide it
  54. 54. CASE STUDY: BUCKLEY’S Buckley’s made the bad taste the focus of their advertising campaign by comparing it to trash bag leakage and sweaty gym socks
  55. 55. CASE STUDY: BUCKLEY’S It takes courage to call attention to existing weaknesses, but takes even more courage to make those weaknesses worse, to exaggerate them.
  56. 56. “Every limit is a beginning as well as an ending.” - George Eliot AVOIDING3 F.L.A.W.S.O.M
  57. 57. WEIRD | WEAK NORMAL | STRONG LOPSIDING AVOIDINGTAKING AWAY WHAT IS EXPECTED OR ELIMINATING CHOICES ALL TOGETHER “MORE” FLAUNTINGFLAUNT “LESS”
  58. 58. CASE STUDY: ARTISTAVOIDING Art requires a steady hand and creativity
  59. 59. CASE STUDY: PHIL HANSEN When Phil Hansen was in art school, he developed a shake and this was the straightest line he could draw
  60. 60. CASE STUDY: PHIL HANSEN WE NEED TO FIRST BE LIMITED IN ORDER TO BECOME LIMITLESS He decided to embrace the shake. It was the first time he encountered the idea that embracing a limitation could actually drive creativity
  61. 61. CASE STUDY: SALONSAVOIDING Most salons offer wash, cut, dry and color treatments
  62. 62. CASE STUDY: BLO DRY BAR Blo has built a brand out of 'amplifying' the fact that it doesn't offer traditional hair services
  63. 63. WEAKENING4 “I don't know the key to success, but the key to failure is trying to please everybody.” - Ed Sheeran F.L.A.W.S.O.M
  64. 64. WEIRD | WEAK NORMAL | STRONG LOPSIDING WEAKENINGDOING “MORE” OF WHAT MAKES YOU UNIQUE AND DIFFERENT “MORE” FLAUNTINGFLAUNT “LESS” AVOIDING
  65. 65. CASE STUDY: RESTAURANTWEAKENING Courteous and responsive service is part of a good hospitality experience
  66. 66. CASE STUDY: RESTAURANT All restaurants struggle with the occasional rude waiter
  67. 67. CASE STUDY: DICK’S LAST RESORT Dick’s could have tried to fix this industry-wide weakness. Instead they turned the weakness into their greatest strength. They are known to have the most obnoxious waitstaff in the world
  68. 68. WEIRD | WEAK NORMAL | STRONG LOPSIDING WEAKENING “MORE” FLAUNTINGFLAUNT “LESS” AVOIDING WEAKENINGDOING LESS THAN WHAT’S CONSIDERED NORMAL
  69. 69. CASE STUDY: FITNESS CLUBWEAKENING Fitness clubs are in the business of selling memberships to all prospects
  70. 70. CASE STUDY: PLANET FITNESS Planet Fitness is not for everyone. They want a judgement free zone
  71. 71. CASE STUDY: PLANET FITNESS It’s not a place for meathead bodybuilders who “lift things up and put them down”
  72. 72. SEPARATING5 ”Deviance will always generate external pressures to conform… If you perform beyond the norms, the systems will adjust and try to make you normal.” -Robert Quinn, Deep Change F.L.A.W.S.O.M
  73. 73. WEIRD | WEAK NORMAL | STRONG LOPSIDING WEAKENING SEPARATING AVOIDING “MORE” FLAUNTINGFLAUNT “LESS” WEAKENING DEVIATINGFROM THENORM
  74. 74. CASE STUDY: SOCKSSEPARATING Socks come in pairs and can be annoying when you lose one
  75. 75. CASE STUDY: LITTLE MISSMATCHED SOCKS Little Missmatched – a sock company that sells socks that do not match
  76. 76. CASE STUDY: LITTLE MISSMATCHED SOCKS They sell three mismatched socks to a pack. Mixing patterns and colors to let you be YOU!
  77. 77. CASE STUDY: RETAILSEPARATING Black Friday is an iconic day in retail. Door busting sales and long days abound
  78. 78. CASE STUDY: REI For the last three years, REI, the nation’s largest consumer co-op and specialty outdoor retailer closed its doors on Black Friday
  79. 79. OPPOSITIONING6 "Be fearful when others are greedy, and be greedy when others are fearful.” -Warren Buffett F.L.A.W.S.O.M
  80. 80. WEIRD | WEAK NORMAL | STRONG WEAKENING SEPARATING AVOIDING “MORE” FLAUNTINGFLAUNT “LESS” GOING AGAINST THE GRAIN TO DO THE OPPOSITE LOPSIDING SEPARATING OPPOSITIONING WEAKENING
  81. 81. CASE STUDY: QSROPPOSITIONING One of the weaknesses of fast food is that its unhealthy. A decade ago, nearly every QSR was busy trying to moderate the weakness by offering water, salads, and fruit.
  82. 82. CASE STUDY: HARDEE’S Hardee’s moved in the opposite direction. It took courage to make those weaknesses worse and then to exaggerate them. That is what Hardee’s did and it saved their company
  83. 83. CASE STUDY: HARDEE’S They said, “our food is fat and nasty and will make you fat and nasty.” And it worked
  84. 84. CASE STUDY: HARDEE’S They took fatty foods and made them fattier. They took nasty food and made it nastier
  85. 85. CASE STUDY: FLOWERSOPPOSITIONING All flower delivery companies sell the same thing. Fresh flowers and nicely decorated bouquets
  86. 86. CASE STUDY: DIRTY ROTTEN FLOWERS Bad breakup? Good sense of humor? Have enemies but you're not quite ready to hire a hitman?
  87. 87. CASE STUDY: DIRTY ROTTEN FLOWERS BOUQUET: I LOVE YOU, NOT $30 Dirty Rotten Flowers sends bouquets of dead, rotting flowers to your not-loved ones
  88. 88. MICRO-WEIRDING7 F.L.A.W.S.O.M “It's part of your job as a marketer to find the truths in a company, and you let them shine through in whatever weird way it might be.” - Alex Bogusky
  89. 89. WEIRD | WEAK NORMAL | STRONG OPPOSITIONING LOPSIDING WEAKENING AVOIDING SEPARATING SEPARATING W W MICRO WEIRDING “MORE” FLAUNTINGFLAUNT “LESS” LITTLE THINGS TO ENHANCE YOUR UNIQUENESS IN CUSTOMER EXPERIENCE WEAKENING
  90. 90. CASE STUDY: MAGIC CASTLE HOTELMICRO-WEIRDING “Amazing! Excellent service from the moment you walk through the doors. Perfect location if you are staying in hollywood. I was there visiting from Chicago to run the Hollywood 1/2 Marathon. The location was less than 5 minutes walking distance!! Very family friendly! There are free snacks and a cool red phone next to the pool that when picked up, calls the service desk to bring you a popcicle. I will definitely be back.” - Trip Advisor Review
  91. 91. CASE STUDY: BEN & JERRY’SMICRO-WEIRDING "We opened in May of 1978, and things went well during the spring and summer. Then the winter came around. At minus 20 degrees, not many people wanted to lick ice cream cones. We decided to come up with this promotion called P.O.P.C.D.B.Z.W.E. (Penny Off Per Celsius Degree Below Zero Winter Extravaganza)—“The colder it gets, the more you save!” - Ben Cohen, Founder
  92. 92. FOUR A’S CREATING PINK GOLDFISH
  93. 93. AWARENESSWeaknesses are important clues to strengths. Become aware of what makes you unique and different 1
  94. 94. ACCEPTANCEAccept our weirdness/weakness as an organization. Then develop an appreciation of those things as gifts 2
  95. 95. ALIGNMENTMake sure that your weirdness/weakness aligns with what your customers value 3
  96. 96. AMPLIFICATIONTurn your weirdness/ weakness up to 11 and avoid following the herd 4
  97. 97. F LAUNTING L OPSIDING A VOIDING W EAKENING S EPARATING O PPOSITIONING M ICRO-WEIRDING WEIRD | WEAK NORMAL | STRONG SEPARATING “MORE” FLAUNTING“LESS” FLAUNTING LOPSIDING WEAKENING AVOIDING OPPOSITIONING WORSENING SUBTRACT MATCH CONFORM STRUT SEPARATING W W READY TO BE F.L.A.W.S.O.M?
  98. 98. FINAL THOUGHT Don’t try to stand out from the crowd
  99. 99. FINAL THOUGHT “Don’t try to stand out from the crowd. Avoid crowds altogether.” - Hugh MacLeod, Gaping Void
  100. 100. Purple Goldfish is about little things that improve customer experience and drive word of mouth 2012 2014 2013 2016 Green Goldfish is about little things that improve employee engagement and reinforce culture Golden Goldfish is about your “vital few”… little things for your top 20% of customers and employees Blue Goldfish is about technology, data, and analytics… little things to drive profits and prophets Red Goldfish is about leveraging passion + purpose in business to drive loyalty and sales 2017 Pink Goldfish is the sixth color in the Goldfish Series of Books
  101. 101. Author: Stan Phelps stan@purplegoldfish.com +1.919.360.4702
  102. 102. dave@drendall.com +1.919.222.6295 Author: Dave Rendall
  103. 103. KEYNOTES AND WORKSHOPS +1.919.360.4702 stan@purplegoldfish.com Little Things Can Make the Biggest Difference

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