Presented by Ken Rutsky and Tim Johnson, shows how to build your breakthrough story, making your customer the hero. Ken walks through the framework and Tim show's how Electric Cloud used it. #GotoMarket #Messaging #storytelling

1. Tell Your Story
FINDING MAGIC AND LEADING YOUR MARKET
Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com

2. Market Leadership –
What’s It Like
Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com

3. A Little Bit About Us
Ken Rutsky
• B2B Go to Market Consultant
• Storyteller and hero worshiper
• Unverified Super Powers
• Trend-spotting
• Whistle blowing and card giving
• Teenage mind-reading
• Kenrutsky.com and gotomarketdojo.com
Tim Johnson
• Director, Product Marketing –
Electric Cloud
• Asker of awkward questions
• Verified super powers:
• Translates arcane tech stuff into
understandable messages of value
• Converts boys and girls into young leaders
of character
• Makes useful round wood things

4. Why’s This So Hard
• Information Abundance aSearch to Triage
• Crowded Markets a ROI to Return on Strategy
• Independent Buyers a Selling Cycle to Buying cycle!
Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com

5. What to Do About
It?
Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com

6. Take Your Customer on a Hero’s Journey
Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com

7. Modeling the Hero’s Journey
Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com

8. Messaging Hierarchy
Brand – Our Shared Purpose
Story – Why YOU Should Care
Message – The Unique Value YOU Buy
“Magic”
“Mythos”
“Money”
“Method”
Focus Value
TransformaConal
AspiraConal
MoCvaConal
FoundaConal How - CapabiliCes
Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com

9. WORKSHOP
Expected Solutions
All Pain No Gain
Better Mousetrap/AIM
• Approach –
• Innovation –
• Mindset –
Brave New World
Our Roadmap
Trendspotting/STEEP
Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com

10. WORKSHOP
Trendspotting/STEEP
• Commitment to DevOps
• Digital disruption and
transformation
• Software runs the business
• Need for speed and agility
in business
Expected Solutions
All Pain No Gain
Better Mousetrap/AIM
• Approach –
• Innovation –
• Mindset –
Brave New World
Step 1 – Today’s Reality
Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com

11. • Societal-cultural
• Demographic shifts, Gender role shifts, Consumption, Leisure patterns, Cultural norms...
• Technological
• Information technology changes, Telecommunication shifts, equipment and materials
advances
• Economic
• Macro factors such as general economic trends, interest rates, labor supply and costs
• Micro factors such as customer s customers industry, competitive dynamics, etc...
• Environmental
• Sustainability, Energy efficiency, Waste, Impact...
• Political
• National and international laws and legislation, compliance and disclosure requirements,
electoral changes...
STEEP Analysis

12. WORKSHOP
Expected Solutions
• Lots of scripting
• Point tools
• Islands of automation
• All hands on deck, weekly releases
• Straight path happy path assumptions
• Saved by hero-ism
All Pain No Gain
• Wasted time
• Error prone un-
predictable release
• Ops falling behind
agile dev. Pace
• Constant fire drills ->
burnout and attrition
• Failure at scale
Trendspotting/STEEP
• Commitment to DevOps
• Digital disruption and
transformation
• Software runs the business
• Need for speed and agility in
business
Better Mousetrap/AIM
• Approach –
• Innovation –
• Mindset –
Brave New World
Step 2 – All Pain No Gain
Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com

13. WORKSHOPBrave New World
Trendspotting/STEEP
• Commitment to DevOps
• Digital disruption and
transformation
• Software runs the business
• Need for speed and agility in
business
Better Mousetrap/AIM
• Mindset:True transformation requires
Operations to automate and deliver the
same velocity and cadence as development
at scale
• Approach:Treat release and deployment
pipelines as Agile products
• Innovation: Single Integrated continuous
deployment and release automation
platform
Step 3: AIM for A Better Mousetrap
Expected Solutions
• Lots of scripting
• Point tools
• Islands of automation
• All hands on deck, weekly releases
• Straight path happy path assumptions
• Saved by hero-ism
All Pain No Gain
• Wasted time
• Error prone un-
predictable release
• Ops falling behind agile
dev. Pace
• Constant fire drills ->
burnout and attrition
• Failure at scale
Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com

14. APPROACH
INNOVATION
MINDSET
RE-IMAGINED
AND UNEXPECTED
SOLUTION
Methodology
Go to Market
Value Delivery
Orientation
Perspective
Focus
Technical
Business Model
Packaging
AIM Framework
Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com

15. WORKSHOPBrave New World
• Release at speed
• Release at scale
• Eliminate Release anxiety
• Match the cadence of SW
releases
• Full visibility and control
Step 4: Define The Brave New World
Trendspotting/STEEP
• Commitment to DevOps
• Digital disruption and
transformation
• Software runs the business
• Need for speed and agility in
business
Better Mousetrap/AIM
• Mindset:True transformation requires
Operations to automate and deliver the
same velocity and cadence as development
at scale
• Approach:Treat release and deployment
pipelines as Agile products
• Innovation: Single Integrated continuous
deployment and release automation
platform
Expected Solutions
• Lots of scripting
• Point tools
• Islands of automation
• All hands on deck, weekly releases
• Straight path happy path assumptions
• Saved by hero-ism
All Pain No Gain
• Wasted time
• Error prone un-
predictable release
• Ops falling behind agile
dev. Pace
• Constant fire drills ->
burnout and attrition
• Failure at scale
Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com

16. WORKSHOP
DevOps
Big Bet
Cadence
Mismatch
Adaptive
Release
Orchestration
Release On
Business
Demand
Step 5: Label Your 4 Acts
Brave New World
• Release at speed and scale
• Start fast and adapt
• Eliminate Release anxiety
• Match the cadence of SW
releases
• Full visibility and control
Trendspotting/STEEP
• Commitment to DevOps
• Digital disruption and
transformation
• Software runs the business
• Need for speed and agility in
business
Better Mousetrap/AIM
• Mindset:True transformation requires
Operations to automate and deliver the
same velocity and cadence as development
at scale
• Approach:Treat release and deployment
pipelines as Agile products
• Innovation: Single Integrated continuous
deployment and release automation
platform
Expected Solutions
• Lots of scripting
• Point tools
• Islands of automation
• All hands on deck, weekly releases
• Straight path happy path assumptions
• Saved by hero-ism
All Pain No Gain
• Wasted time
• Error prone un-
predictable release
• Ops falling behind agile
dev. Pace
• Constant fire drills ->
burnout and attrition
• Failure at scale
Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com

17. Our Journey Today
Tell Your Story!
Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com

18. Questions ???
Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com

19. What’s It Worth?
6x in 6 months
• Dramatic Revenue Marketing Metrics
Improvement
• Improved Sales Engagement and
Conversion
• High Test Fuel for Content Marketing
Machine Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com

20. In Closing
Ken Rutsky @ken_rutsky ken@kjrassociate.com
Tim Johnson tcraigjohnson@gmail.com
May 18 Workshop –
gotomarketdojo.com/events/breakthrough-viewpoint-story-workshop