Keynote presentation made to the Maryland Library Association on April 22. 2010

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thefastgrowthblog.com
Travel Agencies & Libraries:
A Manifesto
for Change

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My First Question
What Am I Doing Talking To A Bunch of
People Who Run Libraries
Wouldn’t My High School Media
Director Be Proud?

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www.imaginellc.com
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thefastgrowthblog.com
What I Do For Companies:
✔ More Sales?
✔ Faster Sales?
✔ More Profit Per Sale?

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What Is Was A Salesperson?

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Think About The Last 5 Years Trend
Noise In Attention Competition
Budgets Loyalty
The World Available for Attention

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Think About The Last 5 Years Trend
Noise In Attention Competition Budgets Loyalty
The World Available for Attention

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WHERE ARE WE?

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What Did You Do 15 Years Ago
Information Information Research
on an Air on a Stock
Ticket

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Your Biggest Competitors

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What’s Changed
Supply/
Demand Access to
Information

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So, What Can I Contribute
• Quite a lot, actually.
• Peter Drucker said…
• Where Did It Break
• It Reminds Me of a Story

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A Story

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A Story

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The Moral of My Story
RELEVANCE

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We’re Broke

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We Must Become
RELEVANT &
INDISPENSABLE

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HOW’D WE GET HERE

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Gödel's Law
You Cannot Understand a System
From Within The System

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A Brief History

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In the beginning

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The First Wave

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The Second Wave

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The Third Wave

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THE CHALLENGE OF THE
TOO’S

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Too Many Choices
Too Little Difference
Too Much Information

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Have You Ever…

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Information
Data
Knowledge
Understanding

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Wisdom
Creating Context
How information impacts me in relation to
the results I want to achieve at this
moment in time.

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www.imaginellc.com
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At/Below Market Growth Rates
Demand
Fulfilment
The Commoditization
Trap
95%

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5%
Disproportionate
Rewards
Demand
Creation
5 - 10x Market Growth Rates
At/Below Market Growth Rates
Demand
Fulfilment
The Commoditization
Trap
95%

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thefastgrowthblog.com
5%
Disproportionate
Rewards
Demand
Creation
5 - 10x Market Growth Rates
5
The
The
Missing 4
Unbreakable
Structure 3 Rules for
Creating
2 Demand™
1
At/Below Market Growth Rates
Demand
Fulfilment
The Commoditization
Trap
95%

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MAKING IT HAPPEN

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THE UNBREAKABLE RULES
FOR CREATING DEMAND

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Rule
Know & Understand Your
Customer Better Than They
Know & Understand Themselves

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Rule
Identify The Critical Results
& Identify the Barriers to
Achieving Them

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Rule
Create Value In
Everything You Do

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Definition
DOING SOMETHING THAT
SOMEONE IS WILLING TO
PAY MORE FOR.

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FREE

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Rule
Focus on The Problem – Not
The Solution

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What’s the Cost of Not Utilizing You?

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THE 5 ACTIONS EVERY
LIBRARY SHOULD TAKE

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1 • Create a powerful message
2 • Engage, Engage, Engage
3 • Start a Blog
4 • Embrace Social Media
5 • Have Fun

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5 Components of Message
1. Simple
The tennis ball theory
2. Emotional (Story)
3. Concrete (Anchor)
4. Context (ME – Results – Now)
5. Polarizing

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It’s All About Story – What’s Yours

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Commonalities
• No focus on product features or benefits
• It’s about the customer
• It focuses on the problem
• It provokes
• It’s a story
• There’s an enemy
• It focuses on a key attribute

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Engage, Engage, Engage

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Embrace Social Media

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Make It Fun

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My Promise
• Have Fun
• Engage
• Sell your wisdom
• See the world through your customers’ eyes
• And
• The Future Will be Far Greater Than The
Past