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People buy Y-O-U and
 W-H-Y you do what you do.
                                                               Presented by

                                               Charles J. Timmins
                                Founding Principal/Chief Innovation Officer
                                      CJT@SixFigureCareerMastery.com
                                                            610. 945. 1860



   ©2012. All rights reserved
Good morning, I’m Charley Timmins.
     Innovative • Collaborative • Authentic

 As a Personal Brand Strategist, I differentiate talented people
 who seek to grow their businesses - professionals, consultants
 and small business owners. Together we discover what makes
 them distinctive, who’s the “right fit” client for their products and/or
 services and how best to “stand out” to attract “right fit” clients.

 My clients and business colleagues over the last 25 years
 refer to me as the “go-to-guy” that talented individuals seek
 out when they sense their “Plan A” isn’t working.



            LinkedIn Recommendations:
         High Integrity • Expert • Great Results
The W-H-Y of Brand Y-O-U…
            Learning Points


I.   Conventional vs. 21st Century
                              Marketing Paradigm
2.   Making your business “bullet-proof”

3.   Four Questions that shift and elevate
     the trajectory of your business
Interactive Segment


         3 Companies you most admire

         Key Attributes

         Reason(s) for being in your
          business?

         What 3 words would your
          clients use to describe you
          and your business?
The W-H-Y of Brand Y-O-U…
       Conventional Marketing $$$

        Creating the quickest,
                      loudest buzz by–

        •   designing a killer value proposition,
        •   crafting the slam-dunk sales letter,
        •   creating brand messaging,
        •   building a “WOW” website,
        •   perfecting a clever ABOUT US page.
The W-H-Y of Brand Y-O-U…
        Conventional Marketing:
                    Mistake #1

          A focus upon the W-H-A-T,
                       i.e., what we do

             • Features
             • Benefits
             • Services
                                          ~75%
What does the W-H-A-T sound like?


             Our newest model has

             •   a 750ghz dual core,
             •   i7Core processor,
             •   up to 256 gig flash RAM,
             •   an Intel HD graphics 3000
                 with 256MB SDRAM shared
                 with main memory…
                                       Apple
The W-H-Y of Brand Y-O-U…
         Conventional Marketing:
                      Mistake #2

          A focus upon the H-O-W,
                i.e., how we do what we do

             • Process-based USP
             • Best Practices
             • Best Methods
                                        ~12%
What does the H-O-W sound like?


            Our computers are
            manufactured in the most
            advanced facility in the
            world, featuring
            nanotechnology infrastructure
            and real-time component
            construction…
                                       Apple
The Wisdom of my 45,000 Hours…
      Fatal Flaw within the
           Conventional Marketing Paradigm


               Competitors can replicate your
               W-H-A-T & H-O-W quickly

                         So what…

                        A Unique Company
                        becomes a “Me Too”
                        Company is record time!
The Wisdom of my 45,000 Hours…
   #1 Imperative of the New Paradigm

               Discovering your W-H-Y

               A business without a Purpose
               is a business in jeopardy.

               For example, we

                  •   change lives,
                  •   serve others,
                  •   make things better, or
                  •   remove problems for
                      others
The W-H-Y of Brand Y-O-U…
   A Guidepost of the New Paradigm




          “People buy with their
          hearts, not their minds.”

                    - Peter Drucker
What does the W-H-Y sound like?



          We believe in thinking different.

          We build beautifully designed
          tools that unleash your creative
          potential, to help you change the
          world.
                                      - Apple
What does the W-H-Y sound like?

            I navigate the healthcare system for you.

            I put all my nursing experience into making
            sure that when you leave our ER any
            healthcare need is taken care of –

            whether it’s priority appointments with
            specialists, testing or new prescriptions. I’ll
            even clear your insurance.

            You go home with all the arrangements made.

            I’m a Patient Navigator, RN.

            You get to our ER…I’ll take care of the rest.

                                            -Virtua Health System
What does the W-H-Y sound like?

           I change Corporate Culture.

           As an Executive Coach, I help
           successful leaders get even
           better by achieving
           positive, lasting change in
           behavior –
           for themselves, their people and
           their teams – that drops
           significant money to the bottom
           line.
                               - Marshall Goldsmith
What does the W-H-Y sound like?

            I am a CTO –
                  A Chief Triage Officer

            I work with operationally
            dysfunctional organizations to
            help them regain their market
            pre-eminence so they can
            justify value-based
            pricing, thereby generating
            bigger margins.
                              - Carolyn Picciotti
The W-H-Y of Brand Y-O-U…
Clues to discovering your W-H-Y

          • What do you believe in?

          • What matters most to you (or
            what’s non-negotiable)?

          • What makes you irrationally
            upset?

          • What brings you to tears when
            the subject is discussed?
What to do: 1st Action Step
            Get clear about…
              • the Authentic Y-O-U :
                 W-H-O you are,
                 your genuine self

              • W-H-A-T unique value do
                you offer – your “special
                sauce”

              • your higher purpose, that
                which inspires others –
                your W-H-Y
The W-H-Y of Brand Y-O-U…
 #1 Imperative of the New Paradigm

            Discover your W-H-Y

            •   serving others
            •   changing lives
            •   making things better
            •   removing problems for
                others
Interactive Segment:
       Replay

          3 Companies you most admire

          Key Attributes

          Reason(s) for being in your
           business?

          What 3 words would your
           clients use to describe you
           and your business?
People buy Y-O-U and
 W-H-Y you do what you do.
                                                               Presented by

                                               Charles J. Timmins
                                Founding Principal/Chief Innovation Officer
                                      CJT@SixFigureCareerMastery.com
                                                            610. 945. 1860



   ©2012. All rights reserved

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Duct tape cjt_presentation_v20_052312

  • 1. People buy Y-O-U and W-H-Y you do what you do. Presented by Charles J. Timmins Founding Principal/Chief Innovation Officer CJT@SixFigureCareerMastery.com 610. 945. 1860 ©2012. All rights reserved
  • 2. Good morning, I’m Charley Timmins. Innovative • Collaborative • Authentic As a Personal Brand Strategist, I differentiate talented people who seek to grow their businesses - professionals, consultants and small business owners. Together we discover what makes them distinctive, who’s the “right fit” client for their products and/or services and how best to “stand out” to attract “right fit” clients. My clients and business colleagues over the last 25 years refer to me as the “go-to-guy” that talented individuals seek out when they sense their “Plan A” isn’t working. LinkedIn Recommendations: High Integrity • Expert • Great Results
  • 3. The W-H-Y of Brand Y-O-U… Learning Points I. Conventional vs. 21st Century Marketing Paradigm 2. Making your business “bullet-proof” 3. Four Questions that shift and elevate the trajectory of your business
  • 4. Interactive Segment  3 Companies you most admire  Key Attributes  Reason(s) for being in your business?  What 3 words would your clients use to describe you and your business?
  • 5. The W-H-Y of Brand Y-O-U… Conventional Marketing $$$ Creating the quickest, loudest buzz by– • designing a killer value proposition, • crafting the slam-dunk sales letter, • creating brand messaging, • building a “WOW” website, • perfecting a clever ABOUT US page.
  • 6. The W-H-Y of Brand Y-O-U… Conventional Marketing: Mistake #1 A focus upon the W-H-A-T, i.e., what we do • Features • Benefits • Services ~75%
  • 7. What does the W-H-A-T sound like? Our newest model has • a 750ghz dual core, • i7Core processor, • up to 256 gig flash RAM, • an Intel HD graphics 3000 with 256MB SDRAM shared with main memory… Apple
  • 8. The W-H-Y of Brand Y-O-U… Conventional Marketing: Mistake #2 A focus upon the H-O-W, i.e., how we do what we do • Process-based USP • Best Practices • Best Methods ~12%
  • 9. What does the H-O-W sound like? Our computers are manufactured in the most advanced facility in the world, featuring nanotechnology infrastructure and real-time component construction… Apple
  • 10. The Wisdom of my 45,000 Hours… Fatal Flaw within the Conventional Marketing Paradigm Competitors can replicate your W-H-A-T & H-O-W quickly So what… A Unique Company becomes a “Me Too” Company is record time!
  • 11. The Wisdom of my 45,000 Hours… #1 Imperative of the New Paradigm Discovering your W-H-Y A business without a Purpose is a business in jeopardy. For example, we • change lives, • serve others, • make things better, or • remove problems for others
  • 12. The W-H-Y of Brand Y-O-U… A Guidepost of the New Paradigm “People buy with their hearts, not their minds.” - Peter Drucker
  • 13. What does the W-H-Y sound like? We believe in thinking different. We build beautifully designed tools that unleash your creative potential, to help you change the world. - Apple
  • 14. What does the W-H-Y sound like? I navigate the healthcare system for you. I put all my nursing experience into making sure that when you leave our ER any healthcare need is taken care of – whether it’s priority appointments with specialists, testing or new prescriptions. I’ll even clear your insurance. You go home with all the arrangements made. I’m a Patient Navigator, RN. You get to our ER…I’ll take care of the rest. -Virtua Health System
  • 15. What does the W-H-Y sound like? I change Corporate Culture. As an Executive Coach, I help successful leaders get even better by achieving positive, lasting change in behavior – for themselves, their people and their teams – that drops significant money to the bottom line. - Marshall Goldsmith
  • 16. What does the W-H-Y sound like? I am a CTO – A Chief Triage Officer I work with operationally dysfunctional organizations to help them regain their market pre-eminence so they can justify value-based pricing, thereby generating bigger margins. - Carolyn Picciotti
  • 17. The W-H-Y of Brand Y-O-U… Clues to discovering your W-H-Y • What do you believe in? • What matters most to you (or what’s non-negotiable)? • What makes you irrationally upset? • What brings you to tears when the subject is discussed?
  • 18. What to do: 1st Action Step Get clear about… • the Authentic Y-O-U : W-H-O you are, your genuine self • W-H-A-T unique value do you offer – your “special sauce” • your higher purpose, that which inspires others – your W-H-Y
  • 19. The W-H-Y of Brand Y-O-U… #1 Imperative of the New Paradigm Discover your W-H-Y • serving others • changing lives • making things better • removing problems for others
  • 20. Interactive Segment: Replay  3 Companies you most admire  Key Attributes  Reason(s) for being in your business?  What 3 words would your clients use to describe you and your business?
  • 21. People buy Y-O-U and W-H-Y you do what you do. Presented by Charles J. Timmins Founding Principal/Chief Innovation Officer CJT@SixFigureCareerMastery.com 610. 945. 1860 ©2012. All rights reserved