Creating Existence By Peter Baskerville 14/07/2019

Ideas rule … NOT “I have so many great ideas” “How do I stop others from stealing my idea?” “When I win the lottery I am going to execute my idea” Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive

Illusion of ideas We think they are valuable We think they are real (dreams)… but they are a trap for inaction Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive

You need to create existence Making it happen Idea Commitment You need to create existence Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive Your mind needs to see your idea as existing in real life … Existence = care & attention. Belief follows Existence

Create existence Tactile Values Names Presentation documents Certificate/receipt Printed Logo - Letterhead Values Make meaning – Why! Manifesto – what you believe Mantra – reason for existence Names Domain (*.com, *.com.au, new) Business & Product Trademark Logo Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive

Creation – Public Declaration Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive Website - Wordpress, Blogger, Weebly Business card – link Verbal conversations

Why is this important? Change your thinking Previously thinking What you plan to do How you plan to do it WHY you are doing this Change your thinking Initial perspective on you but success is seeing through your stakeholder’s eyes Previously thinking What your going to do and how your going to do it But stakeholders want to know why The best WHY gets the best resources & customers Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive

First … make meaning Why are you doing this? Possible meanings … For you or for others Possible meanings … solve a pressing problem/pain Satisfy a human need increase the quality of someone’s life change people’s lives for the better right a terrible wrong prevent the end of something good Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive

”People are not looking for a better product … they want a better life”

Founder’s manifesto Manifesto is the founder’s belief statement describing what you believe in: Failure of existing offers Future for the market Needs and problems facing your target customers The solution should look like Founding principles Make it tactile Present it. Frame it. Poster or infographic

What’s your mantra? The reason for the existence of the business Mantra - "create transformation” - overarching guidance - when required "to think". 2-3 word summation – internal stakeholders – rarely changes By-line – external clients – marketing – changes often A Mantra - `sacred utterance‘ designed to "create transformation” - oft repeated phrase to aid concentration, evoke energy and provide overarching guidance in decision making when required "to think".

Names that create existence Domain names – Virtual real estate (*.com or *.com.au, new extension) Business name - ASIC Company names – business structure - ASIC Australian Trademarks – Local law protection – IP Australia Product names – “Big Mac”

14/07/2019