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True differentiation in business is rare. We live in an age of equivalency. Businesses need to find ways to stand out. This SlideShare shows the seven ways to leverage what makes you unique and wonder-full in business.

Stan Phelps
Keynotes & Workshops That Drive Loyalty and Sales
http://stanphelpsspeaks.com

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Pink Goldfish - Seven Ways to Embrace Weirdness & Amplify Weakness to Stand Out in Business


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    pink goldfish seven ways to embrace weirdness

    PINK GOLDFISH

    SEVEN WAYS TO

    EMBRACE WEIRDNESS

    & AMPLIFY WEAKNESS

    TO STAND OUT AND BE

    F.L.A.W.S.O.M IN BUSINESS

    STAN PHELPS

    PURPLEGOLDFISH.COM

    do you remember your first pet

    Do you remember

    your first pet?

    mine was a goldfish i was six years old

    Mine was a goldfish.

    I was six-years old

    ftw i won him at a carnival

    #FTW

    I won him at

    a carnival

    i thought all goldfish were small

    I thought all

    goldfish were

    small

    it turns out the

    It turns out the

    AVERAGE GOLDFISH

    is

    3 INCHES

    to put that in perspective that would be like

    To put that in

    perspective, that would

    be like bumping into

    someone who is three

    stories tall

    slide11

    5

    It turns out their

    Growth is Affected by

    Five Factors

    it turns out their growth is affected by five

    It turns out their Growth is

    Affected by Five Factors

    …and those same five things

    apply to the growth of your

    business

    5

    slide13

    1

    THE SIZE OF THE BOWL

    The bigger the bowl,

    the more the goldfish

    can grow

    slide14

    1

    THE SIZE OF THE BOWL

    In business that’s the market.

    The bigger the market, the

    more the business can grow

    = MARKET

    slide15

    2

    # OF OTHER GOLDFISH

    The more goldfish, the

    harder it is to grow

    slide16

    2

    # OF OTHER GOLDFISH

    = COMPETITION

    In business, the other goldfish

    are your competition. The

    more competitors, the harder

    it is to grow

    slide17

    3

    QUALITY OF THE WATER

    The more nutrients and/or less cloudiness

    in the water, the easier it is to grow

    slide18

    3

    QUALITY OF THE WATER

    = ECONOMY

    In business it’s the economy. The easier it is to get capital and/

    or better consumer confidence, the easier it is to grow

    slide19

    4

    FIRST 120 DAYS

    The better the growth

    of a goldfish in its first

    four months of life, the

    more it will grow

    slide20

    4

    FIRST 120 DAYS

    The better the growth

    of a business in its

    first four months of

    life, the better chance

    it will grow

    = START-UP

    slide21

    5

    GENETIC MAKEUP

    The better the genes of a goldfish and how it is

    separated from the rest, the more it will grow

    slide22

    5

    GENETIC MAKEUP

    = DIFFERENTIATION

    The more differentiated the business is and how it

    stands out in a sea of sameness, the more it can grow

    in business what do you have control over

    In business, what do you

    have control over?

    1. MARKET

    2. COMPETITION

    3. ECONOMY

    4. START-UP

    5. DIFFERENTIATION

    1 market 2 competition 3 economy 4 start

    1. MARKET

    2. COMPETITION

    3. ECONOMY

    4. START-UP

    5. DIFFERENTIATION

    5. DIFFERENTIATION

    1. MARKET

    2. COMPETITION

    3. ECONOMY

    4. START-UP

    Assuming you’ve been in business for more

    than four months, the only thing you have

    control over is how you differentiate yourself

    differentiation is key

    DIFFERENTIATION IS KEY

    “The number of companies who are

    truly able to achieve competitive

    separation is depressingly small.”

    -Youngme Moon, Different

    there are two keys to differentiation

    There are two keys to

    differentiation

    two keys

    TWO KEYS

    1. EMBRACE WEIRDNESS

    two keys 1

    TWO KEYS

    1. EMBRACE WEIRDNESS

    2. AMPLIFY WEAKNESS

    the problem everything we ve learned about

    THE PROBLEM

    Everything we’ve

    learned about

    weakness is wrong

    what makes us weak in business can also make

    What makes us weak in business…

    can also make us strong

    and what makes us weird is also what makes

    And what makes us weird…

    is also what makes us wonderful

    you need to stand out to succeed in a spectacular

    YOU NEED TO STAND OUT

    "To succeed in a spectacular fashion you

    have to be spectacularly unusual.”

    -Mike Burry

    stand out fitting in is a short term strategy

    STAND OUT

    “Fitting in is a short term strategy. Standing out

    pays off in the long run.”

    -Seth Godin

    types of pink goldfish seven ways to embrace

    TYPES OF PINK GOLDFISH

    SEVEN WAYS TO

    EMBRACE WEIRDNESS

    AND AMPLIFY WEAKNESS

    F LAUNTING

    L OPSIDING

    A VOIDING

    W EAKENING

    S EPARATING

    O PPOSITIONING

    M ICRO-WEIRDING

    f l a w s o m

    F.L.A.W.S.O.M

    FLAUNTING

    “Don’t try to put in what

    was left out, try to draw

    out what was left in.”

    - Marcus Buckingham

    1

    flaunting

    FLAUNTING

    CASE STUDY: RETAIL

    Julian Cromer founded Cromer’s in 1935 at the State Farmers Market. When part of the market was put

    under sheds, Cromer decided he would switch to selling only peanuts, to the dismay of his wife

    case study cromer s peanuts

    CASE STUDY: CROMER’S PEANUTS

    A nearby vendor also sold peanuts and at one point attempted to stunt Cromer’s business with some negative

    advertising. He would call out all day long, “Don’t buy Cromer’s peanuts; they’re no good. Mine are the best”

    case study cromer s peanuts 1

    CASE STUDY: CROMER’S PEANUTS

    Cromer ended up embracing the competitor’s pitch as a slogan. He took a piece of cardboard, wrote “worst in town”

    and put it in the bin of peanuts. The phrase stuck and Cromer’s eventually grew to become a thriving business.

    understanding the flaunting matrix

    UNDERSTANDING

    THE

    FLAUNTING

    MATRIX

    WEIRD | WEAK

    FLAUNT “LESS”

    “MORE” FLAUNTING

    NORMAL | STRONG

    understanding the flaunting matrix 1

    UNDERSTANDING

    THE

    FLAUNTING

    MATRIX

    WEIRD | WEAK

    FLAUNT “LESS”

    “MORE” FLAUNTING

    THE Y AXIS MEASURES THE AMOUNT

    OF WEIRDNESS AND WEAKNESS

    NORMAL | STRONG

    understanding the flaunting matrix 2

    UNDERSTANDING

    THE

    FLAUNTING

    MATRIX

    WEIRD | WEAK

    FLAUNT “LESS”

    “MORE” FLAUNTING

    THE X AXIS MEASURES YOUR

    FLAUNTING. YOU CAN FLAUNT

    THAT YOU DO “LESS” OR YOU CAN

    FLAUNT THAT YOU DO “MORE”

    NORMAL | STRONG

    understanding the flaunting matrix 3

    UNDERSTANDING

    THE

    FLAUNTING

    MATRIX

    WEIRD | WEAK

    F L A U N T I N G

    FLAUNT “LESS”

    “MORE” FLAUNTING

    THE GOAL IS TO BE IN THE PINK

    ZONE. FLAUNT THAT YOU DO “LESS”

    OF WHAT’S NORMAL OR FLAUNTING

    THAT YOU DO “MORE” OF WHAT

    MAKES YOU WEIRD OR WEAK

    NORMAL | STRONG

    understanding the four quadrants

    UNDERSTANDING

    THE FOUR

    QUADRANTS

    WEIRD | WEAK

    1

    2

    FLAUNT “LESS”

    “MORE” FLAUNTING

    4

    3

    NORMAL | STRONG

    conform

    CONFORM

    UNDERSTANDING

    THE QUADRANTS

    WEIRD | WEAK

    FLAUNT “LESS”

    “MORE” FLAUNTING

    EVERY COW IS UNIQUE, THEIR SPOTS

    ARE LIKE FINGERPRINTS. THEY ARE

    BLISSFULLY UNAWARE AND WALK

    THE ESTABLISHED COW PATH

    NORMAL | STRONG

    understanding the quadrants

    UNDERSTANDING

    THE QUADRANTS

    WEIRD | WEAK

    STRUT

    CONFORM

    FLAUNT “LESS”

    “MORE” FLAUNTING

    PEACOCKS AND THEIR FEATHERS ARE

    ALSO UNIQUE. UNLIKE COWS THEY

    OWN IT. PEACOCKS PURPOSEFULLY

    STRUT, FLAUNT, AND SWELL TO STAND

    OUT AMONGST THE FLOCK

    NORMAL | STRONG

    understanding the quadrants 1

    UNDERSTANDING

    THE QUADRANTS

    WEIRD | WEAK

    CONFORM

    STRUT

    FLAUNT “LESS”

    “MORE” FLAUNTING

    ZEBRAS ARE BLACK WITH WHITE STRIPES.

    THEIR STRIPING IS DETERMINED BY GENETICS.

    EVEN THOUGH ZEBRAS ARE UNIQUE, THE

    STRIPES BLEND IN AND THEY ARE HARD TO

    TELL APART AMONGST THE HERD

    MATCH

    NORMAL | STRONG

    understanding the quadrants 2

    UNDERSTANDING

    THE QUADRANTS

    WEIRD | WEAK

    CONFORM

    STRUT

    FLAUNT “LESS”

    “MORE” FLAUNTING

    POLAR BEARS AREN’T WHITE.

    THEIR FUR IS TRANSLUCENT. THE

    HOLLOW HAIRS ABSORB AND TAKE

    AWAY ALL THE COLORS IN THE

    SPECTRUM SO THEY APPEAR WHITE

    MATCH

    SUBTRACT

    NORMAL | STRONG

    f l a w s o m 1

    F.L.A.W.S.O.M

    2

    LOPSIDING

    “True differentiation is rarely

    a function of well-roundedness;

    it is typically a function of

    lopsidedness.”

    - Youngme Moon, Different

    lopsiding embracing your weirdness weakness

    LOPSIDING

    EMBRACING YOUR

    WEIRDNESS/WEAKNESS AND

    ACCENTUATING THEM

    WEIRD | WEAK

    FLAUNT “LESS”

    “MORE” FLAUNTING

    NORMAL | STRONG

    case study cough syrup

    CASE STUDY: COUGH SYRUP

    LOPSIDING

    Cough syrup tastes like medicine. Most companies try to mask it with a variety of flavors

    case study buckley s

    CASE STUDY: BUCKLEY’S

    Buckley’s cough syrup is nasty and they are proud of it. They aren’t trying to hide it

    case study buckley s 1

    CASE STUDY: BUCKLEY’S

    Buckley’s made the bad taste the focus of their advertising campaign

    by comparing it to trash bag leakage and sweaty gym socks

    case study buckley s 2

    CASE STUDY: BUCKLEY’S

    It takes courage to call attention to existing weaknesses, but takes even more

    courage to make those weaknesses worse, to exaggerate them.

    f l a w s o m 2

    F.L.A.W.S.O.M

    AVOIDING

    3

    “Every limit is a beginning as

    well as an ending.”

    - George Eliot

    weird weak

    WEIRD | WEAK

    LOPSIDING

    FLAUNT “LESS”

    “MORE” FLAUNTING

    AVOIDING

    TAKING AWAY WHAT IS

    EXPECTED OR ELIMINATING

    CHOICES ALL TOGETHER

    NORMAL | STRONG

    case study artist

    CASE STUDY: ARTIST

    AVOIDING

    Art requires a steady hand and creativity

    case study phil hansen

    CASE STUDY: PHIL HANSEN

    When Phil Hansen was in art school, he developed a shake and this was the straightest line he could draw

    case study phil hansen 1

    CASE STUDY: PHIL HANSEN

    WE NEED TO FIRST

    BE LIMITED IN

    ORDER TO BECOME

    LIMITLESS

    He decided to embrace the shake. It was the first time he encountered the

    idea that embracing a limitation could actually drive creativity

    avoiding

    AVOIDING

    CASE STUDY: SALONS

    Most salons offer wash, cut, dry and color treatments

    case study blo dry bar

    CASE STUDY: BLO DRY BAR

    Blo has built a brand out of 'amplifying' the fact that it doesn't offer traditional hair services

    f l a w s o m 3

    F.L.A.W.S.O.M

    WEAKENING

    “I don't know the key to success, but the key

    to failure is trying to please everybody.”

    - Ed Sheeran

    4

    weird weak 1

    WEIRD | WEAK

    LOPSIDINGWEAKENING

    DOING “MORE” OF WHAT MAKES

    YOU UNIQUE AND DIFFERENT

    FLAUNT “LESS”

    “MORE” FLAUNTING

    AVOIDING

    NORMAL | STRONG

    case study restaurant

    CASE STUDY: RESTAURANT

    WEAKENING

    Courteous and responsive service is part of a good hospitality experience

    case study restaurant 1

    CASE STUDY: RESTAURANT

    All restaurants struggle with the occasional rude waiter

    case study dick s last resort

    CASE STUDY: DICK’S LAST RESORT

    Dick’s could have tried to fix this industry-wide weakness. Instead they turned the weakness into

    their greatest strength. They are known to have the most obnoxious waitstaff in the world

    weird weak 2

    WEIRD | WEAK

    LOPSIDING

    WEAKENING

    FLAUNT “LESS”

    “MORE” FLAUNTING

    WEAKENING

    DOING LESS THAN WHAT’S

    CONSIDERED NORMAL

    AVOIDING

    NORMAL | STRONG

    case study fitness club

    CASE STUDY: FITNESS CLUB

    WEAKENING

    Fitness clubs are in the business of selling memberships to all prospects

    case study planet fitness

    CASE STUDY: PLANET FITNESS

    Planet Fitness is not for everyone. They want a judgement free zone

    case study planet fitness 1

    CASE STUDY: PLANET FITNESS

    It’s not a place for meathead bodybuilders who “lift things up and put them down”

    f l a w s o m 4

    F.L.A.W.S.O.M

    ”Deviance will always generate

    external pressures to conform… If

    you perform beyond the norms, the

    systems will adjust and try to make

    you normal.”

    -Robert Quinn, Deep Change

    SEPARATING

    5

    weird weak 3

    WEIRD | WEAK

    LOPSIDING

    SEPARATING

    WEAKENING

    DEVIATING FROM THE NORM

    FLAUNT “LESS”

    “MORE” FLAUNTING

    WEAKENING

    AVOIDING

    NORMAL | STRONG

    separating

    SEPARATING

    CASE STUDY: SOCKS

    Socks come in pairs and can be annoying when you lose one

    case study little missmatched socks

    CASE STUDY: LITTLE MISSMATCHED SOCKS

    Little Missmatched – a sock company that sells socks that do not match

    case study little missmatched socks 1

    CASE STUDY: LITTLE MISSMATCHED SOCKS

    They sell three mismatched socks to a pack. Mixing patterns and colors to let you be YOU!

    separating 1

    SEPARATING

    CASE STUDY: RETAIL

    Black Friday is an iconic day in retail. Door busting sales and long days abound

    case study rei

    CASE STUDY: REI

    For the last three years, REI, the nation’s largest consumer co-op

    and specialty outdoor retailer closed its doors on Black Friday

    f l a w s o m 5

    F.L.A.W.S.O.M

    OPPOSITIONING

    6

    "Be fearful when others are

    greedy, and be greedy when

    others are fearful.”

    -Warren Buffett

    oppositioning

    OPPOSITIONING

    WEIRD | WEAK

    GOING AGAINST THE GRAIN

    TO DO THE OPPOSITE

    LOPSIDING

    SEPARATING

    WEAKENING

    FLAUNT “LESS”

    “MORE” FLAUNTING

    SEPARATING

    WEAKENING

    AVOIDING

    NORMAL | STRONG

    case study qsr

    CASE STUDY: QSR

    OPPOSITIONING

    One of the weaknesses of fast food is that its unhealthy. A decade ago, nearly every QSR

    was busy trying to moderate the weakness by offering water, salads, and fruit.

    case study hardee s

    CASE STUDY: HARDEE’S

    Hardee’s moved in the opposite direction. It took courage to make those weaknesses worse

    and then to exaggerate them. That is what Hardee’s did and it saved their company

    case study hardee s 1

    CASE STUDY: HARDEE’S

    They said, “our food is fat and nasty and will make you fat and nasty.” And it worked

    case study hardee s 2

    CASE STUDY: HARDEE’S

    They took fatty foods and made them fattier. They took nasty food and made it nastier

    case study flowers

    CASE STUDY: FLOWERS

    OPPOSITIONING

    All flower delivery companies sell the same thing. Fresh flowers and nicely decorated bouquets

    case study dirty rotten flowers

    CASE STUDY: DIRTY ROTTEN FLOWERS

    Bad breakup? Good sense of humor? Have enemies but you're not quite ready to hire a hitman?

    case study dirty rotten flowers 1

    CASE STUDY: DIRTY ROTTEN FLOWERS

    BOUQUET:

    I LOVE YOU, NOT

    $30

    Dirty Rotten Flowers sends bouquets of dead, rotting flowers to your not-loved ones

    it s part of your job as a marketer to find

    “It's part of your job as a

    marketer to find the truths in a

    company, and you let them

    shine through in whatever

    weird way it might be.”

    - Alex Bogusky

    F.L.A.W.S.O.M

    MICRO-WEIRDING

    7

    weird weak 4

    WEIRD | WEAK

    LOPSIDING

    OPPOSITIONING

    SEPARATING

    WEAKENING

    W

    FLAUNT “LESS”

    “MORE” FLAUNTING

    W

    MICRO

    WEIRDING

    LITTLE THINGS TO ENHANCE

    YOUR UNIQUENESS IN

    CUSTOMER EXPERIENCE

    SEPARATING

    WEAKENING

    AVOIDING

    NORMAL | STRONG

    micro weirding

    MICRO-WEIRDING

    CASE STUDY: MAGIC CASTLE HOTEL

    “Amazing! Excellent service from the moment you walk through the doors. Perfect location if you are staying in hollywood. I was there visiting from

    Chicago to run the Hollywood 1/2 Marathon. The location was less than 5 minutes walking distance!! Very family friendly! There are free snacks and a

    cool red phone next to the pool that when picked up, calls the service desk to bring you a popcicle. I will definitely be back.” - Trip Advisor Review

    micro weirding 1

    MICRO-WEIRDING

    CASE STUDY: BEN & JERRY’S

    "We opened in May of 1978, and things went well during the spring and summer. Then the winter came around. At minus 20 degrees, not many

    people wanted to lick ice cream cones. We decided to come up with this promotion called P.O.P.C.D.B.Z.W.E. (Penny Off Per

    Celsius Degree Below Zero Winter Extravaganza)—“The colder it gets, the more you save!” - Ben Cohen, Founder

    awareness weaknesses are important clues

    AWARENESS

    Weaknesses are important

    clues to strengths. Become

    aware of what makes you

    unique and different

    1

    acceptance accept our weirdness weakness

    ACCEPTANCE

    Accept our weirdness/weakness as

    an organization. Then develop an

    appreciation of those things as gifts

    2

    alignment make sure that your weirdness weakness

    ALIGNMENT

    Make sure that your

    weirdness/weakness

    aligns with what your

    customers value

    3

    amplification turn your weirdness weakness

    AMPLIFICATION

    Turn your weirdness/

    weakness up to 11 and

    avoid following the herd

    4

    weird weak 5

    WEIRD | WEAK

    READY TO BE

    F.L.A.W.S.O.M?

    LOPSIDING

    OPPOSITIONING

    CONFORM

    STRUT

    SEPARATING

    WEAKENING

    F LAUNTING

    L OPSIDING

    A VOIDING

    W EAKENING

    S EPARATING

    O PPOSITIONING

    M ICRO-WEIRDING

    W

    W

    “LESS” FLAUNTING

    “MORE” FLAUNTING

    SEPARATING

    WORSENING

    MATCH

    SUBTRACT

    AVOIDING

    NORMAL | STRONG

    final thought don t try to stand out from

    FINAL THOUGHT

    Don’t try to stand out from the crowd

    final thought don t try to stand out from 1

    FINAL THOUGHT

    “Don’t try to stand out from the crowd.

    Avoid crowds altogether.”

    - Hugh MacLeod, Gaping Void

    golden goldfish is about your vital few little

    Golden Goldfish is about

    your “vital few”… little

    things for your top 20% of

    customers and employees

    Pink Goldfish is the sixth color

    in the Goldfish Series of Books

    2014

    Purple Goldfish is about

    little things that improve

    customer experience and

    drive word of mouth

    Blue Goldfish is about

    technology, data, and

    analytics… little things to

    drive profits and prophets

    2012

    2016

    Green Goldfish is about

    little things that improve

    employee engagement

    and reinforce culture

    Red Goldfish is about

    leveraging passion +

    purpose in business to

    drive loyalty and sales

    2013

    2017

    author stan phelps

    Author:

    Stan Phelps

    stan@purplegoldfish.com

    +1.919.360.4702

    author dave rendall

    Author:

    Dave Rendall

    dave@drendall.com

    +1.919.222.6295

    keynotes and workshops little things can make

    KEYNOTES AND WORKSHOPS

    Little Things Can Make the Biggest Difference

    +1.919.360.4702

    stan@purplegoldfish.com