1. Creating
the Wow
2013 Executive Leadership Conference
Richard Currier

2. Wows/Breakthroughs: Getting There
The breakthrough rules:
1. Real customers with clear, pressing needs
2. Listen to customers to learn how to lead them
3. Showcase theme-based problem-centric stories
4. Change the game to win
5. Only leaders thrive
The “must do’s” for selling breakthroughs
• Thought lead your market
• Thought lead accounts
• Obliterate obstacles

3. #1 Real customers/ clear pressing needs
Populations
Needs: Recognized urgent needs
Target Urgent
Markets Important
Useful

4. #2 Listen to Customers to Lead Them
Useful Important
Talk Passion
Talk volume
Urgent
Need Categories

5. #3 Showcase Thematic Problem Stories
The formula for great stories:
•They need to be crisp, clear and compelling
•They are problem-centric
• The problem is compelling, easily understood, quick to tell and highly empathetic
•Story artifacts make them more compelling
• Name dropping (especially people/ peers)
• Numbers (especially numbers about the problem)
• Visual or metaphorical
•You should build a compendium of stories
• Multiple stories are needed to accommodate different situations

6. #4 Change the Game to Win
• It starts with a vision
Usually focusing on a different problem
• It requires high impact sales/ marketing
•Thought leadership for accounts/ markets
•Change the way you sell and market
•Change the way they buy
• It is anchored in compelling product attributes
• Sometimes new product is required

7. #5 Only Leaders Thrive
Breakthrough apps that wow!
revenue
time

8. Where to Start
Goals, objectives,
aspirations Key strategies,
themes,
Long, medium and short term stories,
…
Problems, barriers
to success
Target Markets Buyer Needs

9. HealthShare Needed a Breakthrough
Ensemble’s underwhelming results
A great product loved by customers with a mixed market reception
Ensemble’s missed market positioning
•Composite apps
•Messaging engines
HealthShare’s slow start
•Great product but slow uptake
•Questionable market (buyer viability, only needed: “simple”?)

10. HealthShare: A Wow / Breakthrough
Re-positioned product, re-targeted market:
•Key benefit:
HealthShare rapidly delivers high-payback (breakthrough) benefits to some of the
most pressing, vexing healthcare problems
•What sets HealthShare apart:
HealthShare is an innovative strategic healthcare informatics platform that efficiently
delivers far greater value than tactical point solution alternatives
•The three keys to the HealthShare breakthrough:
•Strategic interoperability
•Engaged communities
•Analytics in the active dimension

11. HealthShare: Driving the Wows
• Market targeting
• Sales training
• The Roadshow
• Targeted thought leadership programs

12. Creating
the Wow
2013 Executive Leadership Conference
Richard Currier