- Why chose to read the book
- Create a new category to be number 1 in
- Be #1 in something
- Be specific with details for what the product is and what it can do for customers (eg: lower prices vs. 40% off)
- Create trust (credibility, believeablity, reference-ability, consistency and a primary "why")
- Find desire, then create product
- Superlative, Important, Believable, Memorable, and Tangible
- Case studies about making sure your tagline appeals to people's senses and desires
1. Be the only one in a market
2. Claim an attribute all to your own
3. Create a new speciality (maybe only that you can do)
Process:
1. Confirm your current speciality
2. List the key attributes and the degree that you possess them
3. Define competitor's specialities and prospective new specialities
4. Choose #1 speciality based on the above scoring test
5. Write 2-3 sentence speciality statement
6. Reduce down to proposed DSI (also known as UVP)
- Your company name is VERY important
- Make sure it is: direct, colorful, ownable by you, and easy/pleasing to say
- Movies titles pass the same test
- Don't get too name happy
End of Book
- 8 Weeks to define your DSI
- Great quotes throughout from Guru Mahatma Goldberg
- Get out there and ask questions real people about products and view of your organization
- Focus groups aren't helpful (one or two people dominate)
- In person meetings (1v1s with people inside the organization and outside)
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