Simple Truths Ignite Reads: The Unconventionals Training Presentation Preview

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Process of Unconventional Thinking Question the prevailing wisdom to create outsized results and lasting change


The Origins of The Unconventionals Entrepreneurs and executives from some of the hottest companies discussed: • Foundation of their success • Brand strategy • Customer communication plan


Unconventionals Explained Unconventional companies turn traditional business practice on its head.


What Makes Them Unconventional? • Use the element of surprise • Question the status quo • Recognize that we all want meaning – as an employee and a customer


Foundation of Unconventional Success • Mining Gaps – opportunity to shift or reinvent their market • e.g., Lagunitas Brewing disrupting Big Beer with craft beer

• Defining Their Change – makes life better for buyers and favors what their company does best • e.g., Peloton shifting how buyers choose fitness programs

• Co-Creating with Their Crazies – they’re crazy about what you stand for • e.g., Waze reshaping the culture of GPS navigation by “outsmarting traffic together.”


Mine the Gaps


What Are the Gaps? • “Darwinian gaps” in the market that demand disruption • Companies can shift or even reinvent their market based on those gaps. • Create a new product type/service that surprises the market • Model-driven change

• Create a new product type/service that changes the market by shifting people’s perceptions • Brand-driven change