American Fraternal Alliance -- Keynote & Breakout

What do YOU see?

Monday, April 18, 2011

*What could I
do in this moment
that would be
the exact OPPOSITE
of everyone else?


I have a commitment
and a confession:


Let me
SUGGEST
this:

Let me
ASK YA
this:

Fortunately:


Here’s the
reality:


That’s my
reality:


I don’t know the
ﬁrst thing
the fraternal industry.


Here’s what
I do know:


I know
what it’s like to
feel anonymous.


I know
what it’s like to
feel like your size
is a disadvantage.


I know
what it’s like to
feel like nobody
wants to join you.


What you do, matters.


You’re not here
because your job is to
sell insurance.


Your job is to
help people put
values in action.


‘
It’s not about
the nametag.


You actually let your
son wear a nametag
every single day?


Cool.


When people
bring you their
crazy ideas,
what’s the ﬁrst word
out of your mouth?

The real
question:


‘
What’s
your
nametag?


Practice.


Branding is
______________ .


TEXT your answer in
ﬁve words or less
to Scott’s cell:

314/374-3397
(no sexting you perverts)


Branding is
______________ .

314/374-3397
(Not kidding about the sexting.)


We did that
for three
reasons:


I’m not here because I
know branding:


I’m not here because I
teach branding:


BRANDING
is bringing your
humanity to
the moment.


BRANDING
is the best, highest
version of yourself.


BRANDING
is how people
experience you.


BRANDING
is how people
experience themselves
in relation to you.


BRANDING
is what you’re
known for, what you’re
known as and what you’re
known for knowing.

Branding is the price of admission.


Having a
cool logo.


Dressing for
success.


Self-serving
competitiveness.


Getting ahead of
people and
moving up
the ladder.


Delivering an
unforgettable,
value-added
unique selling
proposition to
stakeholders.

Integrating a sequence
of promises that
align with
organizational
initiatives.

Forcing people to
memorize
some empty, trite
mission statement.


Telling everyone
you meet how
awesome
you are.


1. Being
different is no
longer enough.


Your brand must offer:
purpose
driven
human
uniqueness

Just ask
your kids:


different
is something you
do deliberately


unique
is something you
are inherently


At my organization,
we’re branding our
______________


*Is your brand
truly unique,
or just different?


2. Branding
comes from
imagination,
not millions.


So, you’re small.


Big deal. Big deal.


Brands can
create millions
even if they didn’t
take millions to create.


Sioux City, Iowa
(try to contain your excitement)

Your office


“Flying sucks!”


Don’t
back away
from perceived
negatives.


Small is beautiful.

Small means
you can be honest.


Small means
reinvent in real time.


Small means
you can interact with
members directly
and humanely.


Small means
you can respond to
changing member needs
immediately.


Small means
you can preserve the
charm and intimacy of
connecting personally.


exercise

Small means
you can
______________.


Don’t go for bigness,
go for greatness.


3. Always retain
the emotional
connection
of your brand.


Humans are
emotional creatures:
Not integers, categories
or demographics.


Capture heartshare.

Heartshare is
the level of
emotional
responsiveness
your brand commands.


He didn’t have a plan,
he had a dream,
and he laid bare
his belief.


Figure out
the emotion.
you’re selling.


If everybody did
exactly what you said
what would the world
look like?


When it’s your heart,
you don’t have to
prove to anybody
that you can’t live
without it.


That’s
branding.


Follow the
musicians.


But there’s
one thing missing:


There are no
COVER BANDS
in the Rock ‘n Roll
Hall of Fame.


Yes, you can always play
someone else’s
material.


Even when it
seems easier.


Earn a nice
round of
applause
from the people
who matter most.


Make your
own music.

“So, Scott, what
do you actually
do all day?”


My job is to be a
resource to my
audiences and
clients.


Author.
Speaker.
Columnist.
Producer.
Mobile Host.
Mentor.
Artist.


Hey Scott,
can I pick
your brain
sometime?


Instead:


When I rent
your brain,
what can I
expect?


Rent Scott’s Brain
WHAT WILL BE
DIFFERENT IN
SO, HERE’S YOUR LIFE AS A
BRING AND I’LL IN A WITHOUT AND YOU BUT I’M WHAT THAT RESULT OF THIS
ME YOUR: OFFER MY: SPACE OF: ANY: WILL BE: NOT YOUR: MEANS: RELATIONSHIP:

• Brand. • Access. • Acceptance. • Agenda-pushing. • Accelerated. • 12-step sponsor. • I place ideas at your feet for • You will develop a daily
• Business. • Advice. • Affirmation. • Bullshit. • Challenged. • 24-hour hotline. your consideration. practice.
• Career. • Attitude. • Candor. • Cloning. • Clarified. • 411 call. • I will not lead you beyond • You will use writing to solve
where I’m living or have your problems, drive your
• Challenges. • Counsel. • Comfort. • Excuses. • Disturbed. • 911 dispatch.
lived. success and achieve your
• Concerns. • Creativity. • Compassion. • Fixing. • Energized. • Accountability partner. objectives.
• I’m responsible to you, not
• Content. • Ears. • Confidence. • Have-tos. • Enlarged. • Assembly line. responsible for you. • You will have productive
• Dilemma. • Energy. • Confidentiality. • Formulas. • Enthused. • Babysitter. • The onus is on you to be dialogues with yourself.
• Ideas. • Enthusiasm. • Creativity. • Judgment. • Expanded. • Boss. responsible to the wisdom • You will achieve my level of
• Intuitions. • Examples. • Depth. • Musts. • Heard. • Change agent. provided. success without being my
• We share the relationship clone.
• Questions. • Experiences. • Enthusiasm. • Need-tos. • Infected. • Codependent
but you own the results. • You will capture, own and
• Roadblocks. • Feedback. • Facilitated discovery. • Prescriptions. • Inspired. • Daily Grind. convert your thoughts into
• Will plant a seed and enable
• Situation. • Frames. • Flexibility. • Scripts. • Invigorated. • Doormat. others to figure it out on money.
• Stuckness. • Honesty. • Fun • Shoulds. • Met where you are. • Easy button. their own over time. • You will brand your own
• Uncertainty. • Hope. • Gentle elbowing. • Superimposing. • More aware. • Editor. • You don’t act – you don’t language and turn your
• Website. • Humor. • Honesty. • Motivated. • Final authority on life. grow. thoughts into value
messages.
• What Ifs. • Insight. • Helping and teaching. • Nourished. • Hand-holder. • You don’t ask – you don’t
get. • You will accrue a creative
• Knowledge. • Humility. • Pushed. • Muse. inventory.
• Life lessons. • Imperfection. • Questioned. • Parent. • You drive the deliverables.
• You will build an idea
• Mistakes. • Insinuation, not imposition. • Refueled. • Pastor. • You must be mentorable
factory.
and pushable.
• Models. • Intimacy. • Reminded. • Permanent leaning post. • You will propel your own
• You must fully commit to
• Observations. • Laser-like focus. • Renewed. • Physician. momentum by mastering
this process.
dependence avoidance
• Opinions. • Learning. • Stirred. • Problem-solver. • You reach out to me when without be an island.
• Passion. • Mutual respect. • Strengthened.` • Rabbi. you have a need.
• You will build a DIY kit for
• Perspective. • Openness. • Stretched. • Secretary. kicking your own ass.
• Philosophy. • Patience. • Thinking differently. • Soul mate. • You will customize litmus
• Presence. • Personal growth. • Thinking harder. • Spouse. tests and opportunity filters
• Processes. • Playfulness. • Unblocked. • Therapist. for give yourself
permission/discernment,
• Questions. • Professionalism. • Uncomfortable. • Unlimited advice dispenser.
decision-making processes.
• Recommendations. • Relaxation. • Unleashed.
• You will never be alone in
• Reflections. • Reasonable response time. • Unstoppable. this journey.
• Reservoir. • Responsive spirit. • You will fall in love with
• Resources. • Safety. yourself.
• Selfhood. • Specificity. • You will give your river a
• Silliness. • Spontaneity. voice.
• Sounding board. • Springboard-ness. • You will move your thinking
forward.
• Stillness. • Timely response.
• You will be heard.
• Stories. • Timely touchpoints.
• You will delete average,
• Strength. • Transparency. boring and anonymity out of
• Thought process. • Trust. your career.
• Time. • Understanding.
• Truth.
• Verbal mirror.
• Wisdom.

HELLO, my name is Scott! 7563 Oxford Drive #2S / St. Louis, MO 63105 / scott@hellomynameisscott.com


“Yeah, but what if
I’m a cheapskate
and don’t want to
give you any money?”


GOODBYE,
your name
was Scott!


*Is YOUR
commitment
unquestionable?


Consistency is
far better than
rare moments
of greatness.


*If they can’t
come up to you,
how will they ever get
get behind you?


The Nametag
Principle
TM


To be joinable
is to be
______________ .


Most people only get
ONE THIRD
of the equation...


To be
approachable
is to be three things:


Trustable.


Buyable.


Call-back-able.


Relatable.


Listenable.


Yessable.


Referable.


Brandable.


Follow-up-able.


Here’s what’s going
to happen:


1. Demonstrate
interest in the
person, not just
the potential.


Thank you nametag!


Here’s what
happened:


Here’s the question
that matters:


What do you
see when you
see people?


“I see you.”


280


“We never
got lazy
with each other.”


*What’s your
best practice
for making members
feel seen?


2. Being
bought is
not enough.


Good brands
are bought,
great brands
are joined.


To join a brand is to
CONNECT
with it on a
visceral level.

ENGAGE
with it on a
human level.

UNITE
with it on a
personal level.

Otherwise
people are just
giving you money.


You know what
your members want:


Engagement
is the only unit
of marketing
that matters.


I don’t
pass them out
to make people
wear nametags.

What matters
is that they join me
in that spontaneous
moment of human
interaction.

An act deepens
the emotional
connection
over time.


My brand seeks to create:

Acts of
________
in moments of
_________.

Acts of connection
in moments of isolation.

3. Surrender
is the new
control.


Enable members to
take your brand into
their own hands
by openly embracing
a fan mentality.

This demonstrates:
Trust
Ownership
Vulnerability.


*What’s your
best practice
surrendering control to
your members?


4. Engagement
is more than
participation.


Don’t make your
online efforts a
one way street.


Interact with
people in a way no
other organization
can touch.

Why this thing
works:


It’s fun.


It’s funny.


It’s organic.


It taps into their
creative ﬂair.

It meets them
where they are.

It ﬂips the
spotlight.

It opens a
direct channel.

It provides
free research.


It doesn’t require
much thought.

It introduces an
element of intrigue.

It never has a
right or wrong
answer.

It spices up their daily
journey, giving them
a reason to reengage
over and over again.

It gives people space to
express themselves
on my platform.

This type of
engagement involves:
Risk taking,
spontaneity
socially supported
co-creation.

*What’s your
best practice
for helping members
express themselves on
your online platform?


You see that
face to face
is making a
comeback.


You see that being
approachable
isn’t a function
of mindset.

You see that to
engage the people
who matter most, you
have to treat them
like people.

You see that your
humanity
is your brand’s
greatest competitive
advantage.

American Fraternal Alliance -- Keynote & Breakout

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