1. Creating Existence
By Peter Baskerville
14/07/2019

2. 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

3. 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

4. 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

5. 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

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

7. 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

8. 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

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

10. 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

11. 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".

12. 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”

13. 14/07/2019