Tell Your Story Product Camp
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Presented by Ken Rutsky and Tim Johnson, shows how to build your breakthrough story, making your customer the hero. Ken walks through the framework and Tim show's how Electric Cloud used it. #GotoMarket #Messaging #storytelling
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Tell Your Story Product Camp
- 1. Tell Your Story FINDING MAGIC AND LEADING YOUR MARKET Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com
- 2. Market Leadership – What’s It Like Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com
- 3. A Little Bit About Us Ken Rutsky • B2B Go to Market Consultant • Storyteller and hero worshiper • Unverified Super Powers • Trend-spotting • Whistle blowing and card giving • Teenage mind-reading • Kenrutsky.com and gotomarketdojo.com Tim Johnson • Director, Product Marketing – Electric Cloud • Asker of awkward questions • Verified super powers: • Translates arcane tech stuff into understandable messages of value • Converts boys and girls into young leaders of character • Makes useful round wood things
- 4. Why’s This So Hard • Information Abundance aSearch to Triage • Crowded Markets a ROI to Return on Strategy • Independent Buyers a Selling Cycle to Buying cycle! Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com
- 5. What to Do About It? Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com
- 6. Take Your Customer on a Hero’s Journey Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com
- 7. Modeling the Hero’s Journey Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com
- 8. Messaging Hierarchy Brand – Our Shared Purpose Story – Why YOU Should Care Message – The Unique Value YOU Buy “Magic” “Mythos” “Money” “Method” Focus Value TransformaConal AspiraConal MoCvaConal FoundaConal How - CapabiliCes Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com
- 9. WORKSHOP Expected Solutions All Pain No Gain Better Mousetrap/AIM • Approach – • Innovation – • Mindset – Brave New World Our Roadmap Trendspotting/STEEP Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com
- 10. WORKSHOP Trendspotting/STEEP • Commitment to DevOps • Digital disruption and transformation • Software runs the business • Need for speed and agility in business Expected Solutions All Pain No Gain Better Mousetrap/AIM • Approach – • Innovation – • Mindset – Brave New World Step 1 – Today’s Reality Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com
- 11. • Societal-cultural • Demographic shifts, Gender role shifts, Consumption, Leisure patterns, Cultural norms... • Technological • Information technology changes, Telecommunication shifts, equipment and materials advances • Economic • Macro factors such as general economic trends, interest rates, labor supply and costs • Micro factors such as customer s customers industry, competitive dynamics, etc... • Environmental • Sustainability, Energy efficiency, Waste, Impact... • Political • National and international laws and legislation, compliance and disclosure requirements, electoral changes... STEEP Analysis
- 12. WORKSHOP Expected Solutions • Lots of scripting • Point tools • Islands of automation • All hands on deck, weekly releases • Straight path happy path assumptions • Saved by hero-ism All Pain No Gain • Wasted time • Error prone un- predictable release • Ops falling behind agile dev. Pace • Constant fire drills -> burnout and attrition • Failure at scale Trendspotting/STEEP • Commitment to DevOps • Digital disruption and transformation • Software runs the business • Need for speed and agility in business Better Mousetrap/AIM • Approach – • Innovation – • Mindset – Brave New World Step 2 – All Pain No Gain Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com
- 13. WORKSHOPBrave New World Trendspotting/STEEP • Commitment to DevOps • Digital disruption and transformation • Software runs the business • Need for speed and agility in business Better Mousetrap/AIM • Mindset:True transformation requires Operations to automate and deliver the same velocity and cadence as development at scale • Approach:Treat release and deployment pipelines as Agile products • Innovation: Single Integrated continuous deployment and release automation platform Step 3: AIM for A Better Mousetrap Expected Solutions • Lots of scripting • Point tools • Islands of automation • All hands on deck, weekly releases • Straight path happy path assumptions • Saved by hero-ism All Pain No Gain • Wasted time • Error prone un- predictable release • Ops falling behind agile dev. Pace • Constant fire drills -> burnout and attrition • Failure at scale Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com
- 14. APPROACH INNOVATION MINDSET RE-IMAGINED AND UNEXPECTED SOLUTION Methodology Go to Market Value Delivery Orientation Perspective Focus Technical Business Model Packaging AIM Framework Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com
- 15. WORKSHOPBrave New World • Release at speed • Release at scale • Eliminate Release anxiety • Match the cadence of SW releases • Full visibility and control Step 4: Define The Brave New World Trendspotting/STEEP • Commitment to DevOps • Digital disruption and transformation • Software runs the business • Need for speed and agility in business Better Mousetrap/AIM • Mindset:True transformation requires Operations to automate and deliver the same velocity and cadence as development at scale • Approach:Treat release and deployment pipelines as Agile products • Innovation: Single Integrated continuous deployment and release automation platform Expected Solutions • Lots of scripting • Point tools • Islands of automation • All hands on deck, weekly releases • Straight path happy path assumptions • Saved by hero-ism All Pain No Gain • Wasted time • Error prone un- predictable release • Ops falling behind agile dev. Pace • Constant fire drills -> burnout and attrition • Failure at scale Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com
- 16. WORKSHOP DevOps Big Bet Cadence Mismatch Adaptive Release Orchestration Release On Business Demand Step 5: Label Your 4 Acts Brave New World • Release at speed and scale • Start fast and adapt • Eliminate Release anxiety • Match the cadence of SW releases • Full visibility and control Trendspotting/STEEP • Commitment to DevOps • Digital disruption and transformation • Software runs the business • Need for speed and agility in business Better Mousetrap/AIM • Mindset:True transformation requires Operations to automate and deliver the same velocity and cadence as development at scale • Approach:Treat release and deployment pipelines as Agile products • Innovation: Single Integrated continuous deployment and release automation platform Expected Solutions • Lots of scripting • Point tools • Islands of automation • All hands on deck, weekly releases • Straight path happy path assumptions • Saved by hero-ism All Pain No Gain • Wasted time • Error prone un- predictable release • Ops falling behind agile dev. Pace • Constant fire drills -> burnout and attrition • Failure at scale Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com
- 17. Our Journey Today Tell Your Story! Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com
- 18. Questions ??? Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com
- 19. What’s It Worth? 6x in 6 months • Dramatic Revenue Marketing Metrics Improvement • Improved Sales Engagement and Conversion • High Test Fuel for Content Marketing Machine Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com
- 20. In Closing Ken Rutsky @ken_rutsky ken@kjrassociate.com Tim Johnson tcraigjohnson@gmail.com May 18 Workshop – gotomarketdojo.com/events/breakthrough-viewpoint-story-workshop