1. Fortune Magazine Leadership Summit - 2015
Top 5 Key Take Aways :
• Verne Harnish : Write a Book for your company to build credibility. Every day in your daily
Huddle ask one question for sure : What are your competitors launching?
• Christine Comaford - Smart Tribes - Neuroscience Leadership, Trust Building, IDP, Culture
• Nick Nanton - Branding your Organisation/Story Selling
• David Meerman Scott -- NewsJacking
• John Warrillow -- 9 models of Subscription
• Nir Eyal - Hooked
---- Rama Motwani

5. Credibility

11. The 3 Things All Humans
CRAVE
And How To Motivate Anyone,
Anytime, Anywhere
11

12. Christine Comaford
• Neuroscience-Based Growth Coach
• Former Microsoft, Apple engineer
• Deep operational expertise: sales,
marketing, tech, leadership
• Consulted/coached 2 USA Presidents, 4
Billionaires, 700 F1000, 300 SMEs
• Ensure leaders get the results they
want

13. Key Takeaways + Tools
Keep Brain in Smart State
Safety + Belonging + Mattering = Trust
• Tool #1: Create Safety, Belonging & Mattering
• Tool #2: Align with strong Mission, Vision and Values
• Tool #3: Aspire with Individual Development Plans
• Tool #4: Engage with Cultural Rituals, Rock Star, High Five,
Appreciation
• Tool #5: Communicate with Transparency, Accountability Structures,
Feedback, Fairness
Make these tools habits and to get leverage!

15. The Basics Of Your Brain

16. The Reptilian/Mammalian Combo: The
Critter State Has Limited Access

17. The Neocortex/Mammalian/Reptilian
Smart State Has FULL Access

18. Why You Want A SmartTribe100% more emotionally engaged
er, 44%+ more of pipeline closed
se up to 210% annually
n increases up 300%+

19. Behaviors That Lead To Critter or
Smart State
What Leads To Critter State What Leads To Smart State
Layoffs/reorganizations without explanation Clear messaging on what this layoff or
reorganization means and how it is for the
health of the company and team
Tight/unrealistic deadlines/excessive workload A culture of promises and requests. Clear
priorities, and safety in communication
Conflict avoidance/blowing up A culture that supports differing opinions and
acknowledges plus resolves conflict openly
Gossip/rumor spreading Zero tolerance for gossip, with full leadership
support
Political posturing/backstabbing/silos Zero tolerance for politics, backstabbing,
sabotage, and undermining, with full leadership
support

20. Behaviors That Lead To Critter or
Smart State – Cont’d
What Leads To Critter State What Leads To Smart State
Secrecy/the unknown/withheld info Consistent and transparent communication
Mixed messages/unclear expectations Explicit communication and needle movers
Budget cuts without explanation Clear messaging on “belt tightening” and how
we can all chip in
Imposed change without explanation Clear change messaging with an explanation
as to why and what it means
Revenue loss/key customer loss without
resolution
Clear messaging on how we’ll turn this around
Burnout/bad attitudes/cynicism Sustainable cultures with managed workloads

21. Tool #1: Create Safety, Belonging &
Mattering

22. The Three Things Human Beings CRAVE

23. Create Safety, Belonging, Mattering
in Behavior
• Truly engaging Mission, Vision, Values
• Individual Development Plans
• Cultural Rituals: Rock Star, High Fives—Public
Appreciation
• Transparency: Accountability Structures, Open
Communication, Feedback, Fairness

24. Create Safety, Belonging, Mattering in
Communication
• Safety: “I’ve got your back. Reach out to me if I can
provide any clarity, brainstorming, support of any kind.”
• Belonging: “I’m so glad you’re on the team. Who could you
bring into the loop or mentor to help them succeed too, and
to expand our tribe?”
• Mattering: “You’re my top pick to run this project--I totally
trust and appreciate you and your contributions and gifts.
How can I help you shine?”

25. Safety, Belonging, Mattering Sales
Communication & Process
• Safety: service level agreements, return policies, guarantees of any type.
Messaging: testimonials and other messages that stress how you came
through for the customer with high ROI
• Belonging: online community and physical events/conferences/annual
meetings, memberships, what it means to be a member of the tribe and
what’s meaningful about it. Messaging: testimonials and other messages
that stress the community, how you’re a partner and not a vendor.
• Mattering: customer case studies/celebration/appreciation/rewards,
loyalty/retention programs, customer satisfaction surveys. Messaging:
Testimonials and other messages that stress how well-cared-for a
customer felt, how you went out of your way, how generous you are and
the high level of service you provide.

26. Safety, Belonging, Mattering Net-Net
• Prospect must code you as “same as” to buy, client to buy more
• Example: client webinar to healthcare prospects. Promise:
• Crucial and controversial new legislation (reptilian and
prefrontal)
• To ensure you know how to make best choices (mammalian
and prefrontal)
• To build trust with your community (mammalian and reptilian)
• Webinar results:
• Record high attendance
• Record high demand generation
• Throughout client reinforced the participant’s deepest
subconscious needs

27. Tool #2: Truly Engaging Mission,
Vision, Values

28. Copyright 2012-2015 SmartTribes® Institute, LLC – www.SmartTribesInstitute.com – 415-320-6580 28
Tool #3: Individual Development Plans
1. 2 or more possible evolutions 1-3 years from now:
– Job skills that need to be gained for each
– Leadership skills that need to be gained for each
2. Timeline for acquiring skills
3. Plan, budget, leadership commitment
4. Next steps & quarterly check-in
5. Plan driven by the individual, supported their leader

29. Copyright 2012-2015 SmartTribes® Institute, LLC – www.SmartTribesInstitute.com – 415-320-6580 29
Tool #4: Cultural Rituals, Rock Star,
High Five, Appreciation

30. Rock Star, High Fives

31. High Fives, Shout Outs

32. Appreciation & Acknowledgement High
Five Hand

33. Tool #5: Transparency, Accountability
Structures, Feedback, Fairness

34. Copyright 2012-2015 SmartTribes® Institute, LLC – www.SmartTribesInstitute.com – 415-320-6580 34
Weekly Status Using Needle Using Needle Movers
Completed Week of
October 8
Not Completed
and Why
Key Projects
Week of Oct 15
October Needle
Mover Status
YTD Status on
KPIs
Design Retailer sales kit
Meet with Development to
consolidate product lines
Meet with Finance re: DSO
reduction
Strategic planning offsite
4 client meetings re: 2015
orders
Weekly Win:
2 new Strategic Accounts
on-boarded
Interview sales
intern
Why:
Underestimated
time required to on-
board new
accounts
Meet with Client Care
to design Client Service
Rep up-sell/down-
sell/cross-sell scripts
Meet with Inventory
team to set fill rates,
turn, aging rates for
2015
Train new Account
Manager in sales
process
5 client meetings re:
2015 orders
Monthly Revenue:
Current $2.97mil
T: $4.6mil
MB: $6mil
Monthly Gross
Margin: Current 7%
T: 8%
MB: 10%
2011 Rep Quotas,
Sales Process,
Training Dates Set
T: 10/19
MB: 10/12
Revenue:
Current $46mil
T: $57.5mil
MB: $60mil+
Gross Margin:
Current 7.35%
T: 8%
MB: 10%+
% Revenue From
Channel:
Current 40%
T: 41%
MB: 45%+

35. Copyright 2012-2015 SmartTribes® Institute, LLC – www.SmartTribesInstitute.com – 415-320-6580 35
Conversations & Feedback
• Feedback Frame
– What worked/What I liked was ______
– What I’d like to see more of is _______
• 4 Conversations (be curious!):
– Are you OK?
– Is there too much on your plate?
– Is this role not the right fit for you?
– Do you really want to work here?
• Counseling Process is available in SmartTribes Playbook

36. Copyright 2012-2015 SmartTribes® Institute, LLC – www.SmartTribesInstitute.com – 415-320-6580 36
David Meerman Scott : News Jacking and Real Time Marketing
After Super Bowl MVP New England Patriots QB Tom Brady was handed a 4 game suspension for his
assumed role in the Deflategate scandal.Canadian Outback Adventures & Events tweeted a fun image
of a raft with: Tom, we'll ensure your family's raft is properly inflated. #Deflategate #LS15NOw
@dmscott @NFLCanada @TSN_Sports

37. Automatic Customer
-- John Warrilov
The lifeblood of your business is repeat customers. But customers can be fickle, markets shift, and competitors are
ruthless. So how do you ensure a steady flow of repeat business? The secret—no matter what industry you’re in—
is finding and keeping automatic customers.
These days virtually anything you need can be purchased through a subscription, with more convenience than ever before. Far
beyond Spotify, Netflix, and New York Timessubscriptions, you can sign up for weekly or monthly supplies of everything from
groceries (AmazonFresh) to cosmetics (Birchbox) to razor blades (Dollar Shave Club)
Warrillow provides the essential blueprint for winning automatic customers with one of the nine subscription business models,
including:

38. ● The Membership Website Model: Companies like The Wood Whisperer Guild, ContractorSelling.com, and
DanceStudioOwner.com offer access to highly specialized, high quality information, recognizing that people will pay
for good content. This model can work for any business with a tightly defined niche market and insider information.
● The Simplifier Model: Companies like Mosquito Squad (pest control) and Hassle Free Homes (home maintenance)
take a recurring task off your to-do list. Any business serving busy consumers can adopt this model not only to
create a recurring revenue stream, but also to take advantage of the opportunity to cross-sell or bundle their
services.
● The Surprise Box Model: Companies like BarkBox (dog treats) and Standard Cocoa (craft chocolate) send their
subscribers curated packages of goodies each month. If you can handle the logistics of shipping, giving customers
joy in something new can translate to sales on your larger e-commerce site.
This book also shows you how to master the psychology of selling subscriptions and how to reduce churn and provides a road
map for the essential statistics you need to measure the health of your subscription business.
Whether you want to transform your entire business into a recurring revenue engine or just pick up an extra 5 percent of sales
growth, The Automatic Customer will be your secret weapon.

43. John Sviokla