Tamsen Webster's INBOUND Bold Talk "Easy is the New Hard." INBOUND Bold Talks are bold, powerful talks from diverse, exciting, and influential people. These riveting presentations will educate, challenge, and impress you in 12 minutes or less!

1. TAMSEN WEBSTER
@tamadear
SVP, Executive Communications
!
EASY IS THE NEW HARD

2. @tamadear© 2014#HardIsEasy
Stack first.
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It’s easy to make things hard,
but it’s not hard to make
things easy.
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No pain No gain

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Hard ≠ Good
Hard = Hard
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Process

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Connect
Process

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Connect Retrieve
Process

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Connect Retrieve
Process

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XCN
NPH
DFB
ICI
ANC
AAX

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X
CNN
PHD
FBI
CIA
NCAA
X

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XCN
NPH
DFB
ICI
ANC
AAX

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X
CNN
PHD
FBI
CIA
NCAA
X

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Connect Retrieve
Process

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Memorable Repeatable
Simple

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Memorable Repeatable
Simple
EASY

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frame•work
/ˈfrāmˌwərk/
A basic conceptional structure

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Eat food.
Not too much. Mostly plants.
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Michael Pollan, “In Defense of Food”

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Always
Be
Closing
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FRAMEWORKS MAKE
HARD THINGS EASY

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The Defensible Brand
CUSTOMERS
COMPETITORS
COMPANY
Adapted from: Peterson, Erik and Tim Riesterer, Conversations That Win the Complex Sale. New York: McGraw-Hill, 2011.
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} } } }
AWARENESS FAMILIARITY CONSIDERATION LOYALTYPURCHASE
The Marketing Funnel

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KNOW - BELIEVE - DO

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1. Eat VEGETABLES more than you…
2. Eat FRUITS more than you…
3. Eat NUTS AND SEEDS more than you…
4. Eat FISH AND LEAN MEATS more than you…
5. Eat WHOLE GRAINS more than you…
6. Eat DAIRY PRODUCTS more than you…
7. Eat REFINED GRAINS more than you…
8. Eat FATTY MEATS more than you…
9. Eat SWEETS more than you…
10.Eat FRIED FOODS.
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Adapted from “The New Rules of Marathon and Half-Marathon Nutrition,” by Matt Fitzgerald

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(180 steps per minute)

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1. Color
2. Pattern
3. Style
4. Fit
5. ❤
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Touch it once.
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Partners.
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Your framework ≠ my framework
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EVERYTHING HAS A
FRAMEWORK

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1. Borrow
2. Build
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?
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WE CREATE THE WORLD
WE THINK WE SEE.
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Fret. Find. Frame.
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48. EASY.