1. Module 12.3
Business Concept
Jim Beach & Chris Hanks

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Vision
• Vision without action is a daydream
• Action without vision is a nightmare
Slide 12.3-2

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Value
• Customer experience must dominate everything
you do
• Create enduring value and
equity
• Value proposition must be
the #1 focus of all of your
attention
Slide 12.3-3

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Advantage
• If you don’t have a competitive advantage, don’t
compete
Slide 12-3.4

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Description Test
• If you cannot describe what makes you different,
don’t fix your copy, fix your business
Slide 12.3-5

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Resonate
If everyone feels comfortable
with your idea – it’s an
imitation.
Push beyond that towards the
edge, towards something
like a fingerprint, something
so distinctive, it resonates
powerfully with a few.
Slide 12.3-6

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Concept
• Make Idea Compelling & Provocative (25 Words)
• Establish Credibility
• Describe Product / Service & Benefits (Customer)
• Identify Mental Image
• Points of Contact
Slide 12.3-7

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Book Store Game
• Exterior • Shelving
• Parking • Payment
• Accessibility • Terms
• Hours • Printed Information
• Signage • Personal Advice
• Entrance • Packaging
• Greeting • Frequent Buyer Programs
• Products Offered • Author Events
• Amenities • Other Events
Slide 12.3-8

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Questions to Ask
What might you do?
What is possible?
What has no one done?
Slide 12.3-9

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The Result?
• Create and identify the difference
• The difference is shown, felt, measured,
managed every step of the way
• Relevant Differentiation
Slide 12.3-10

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THANKS!
Buy or Review!
Next: Lesson 12-4
Market Analysis
Slide 12.3-11