1. “All significant breakthroughs were breaks with old ways of thinking” - Thomas Kuhn

2. Strategic Planning Workshop Discovering Your Value Proposition Brand Customer Loyalty Factors

3. Strategic Planning Workshop: Workshop Objectives As a result of this workshop you will:  Understand the value of identifying your organizations value proposition, desired brand message, and customer loyalty factors  Begin defining your companies value proposition, brand and developing a loyalty strategy  Develop a post workshop plan to complete the process you’ve started here to finalize and implement these strategies  Gain a competitive advantage over your competition that will be extremely difficult to duplicate

4. Strategic Planning Workshop: Workshop Guidelines  Clear your mind and stay in the moment!  Be ready to participate!  It’s OK to feel uncomfortable with your discoveries!  It’s OK not to have all the answers before you leave today!  Promise yourself to complete the post workshop homework!

5. Strategic Planning Workshop: Value Proposition Definition Value Proposition A unique and measurable benefit that is cherished by your clients and is extremely difficult for your competitors to duplicate.

6. Strategic Planning Workshop: Value Proposition Example Ferrari has won more Formula 1 championships than any other automotive manufacturer and transfers their new racing technology into their cars yearly.

7. Strategic Planning Workshop: Your Assignment  Using the value proposition definition as a guideline, take 3 minutes and define (in writing) your company’s value proposition for the market you compete in  Take 2 minutes to write down the data you have collected from your market that validates your value proposition  Take 2 minutes to write down what you are feeling about the ease or difficulty of this exercise

8. Strategic Planning Workshop: Your Homework  Contact one or two of your trusted client’s, using the value proposition definition as a guideline, work with them to create your organizations draft value proposition  Review it with a few other trusted client’s and finalize it  Make your value proposition message a cornerstone of your sales and marketing strategy

9. Strategic Planning Workshop: Brand Definition Brand The image the market has of your product or service and the clients experience associated with that image.

10. Strategic Planning Workshop: Great Brand Examples  Neiman Marcus  Rolls Royce  Rolex  Target  Kleenex (brand utopia)

11. Strategic Planning Workshop: Your Assignment  Using the brand definition as a guideline, take 3 minutes and write down what you believe your product or service brand image is in the market today  Take 1 minute and write down what hard data you have to prove what you’ve written down  Take 3 minutes and write down what you want your brand image to be in the market

12. Strategic Planning Workshop: Brand Development Homework  Develop your brand statement by defining what you want your clients outcomes to be and the experience you want them to have with your organization  Proactively manage every client touch point with your organization to deliver your brand statement  Measure, measure, measure, to get client feedback on the gap between your desired brand image and your brand image reality in the market  Make the needed changes in your organization to maintain the desired brand image

13. Strategic Planning Workshop: Client Loyalty Definition Client Loyalty A client that has rejected all of your competitors offerings over time and is an advocate of your brand leading to new business opportunities for your company.

14. Strategic Planning Workshop: Your Assignment  List your top three most loyal clients using our definition as a guideline (1 min)  List the things you’ve done to create that loyalty with those clients (3 min)  Homework: Develop a process to duplicate the actions you’ve taken to create your current loyal clients for your current client universe and measure it’s effectiveness regularly

15. Strategic Planning Workshop: A Final Thought The beginning is the most important part of the work. Plato