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EASY IS THE NEW HARD 
TAMSEN WEBSTER 
@tamadear 
SVP, Executive Communications 
!
Frameworks: 01 
Stack first. 
#HardIsEasy © 2014 @tamadear
#HardIsEasy © 2014 @tamadear
#HardIsEasy © 2014 @tamadear
#HardIsEasy © 2014 @tamadear
Frameworks: 02 
It’s easy to make things hard, 
but it’s not hard to make 
things easy. 
#HardIsEasy © 2014 @tamadear
No pain No gain 
#HardIsEasy © 2014 @tamadear
Frameworks: 03 
Hard ≠ Good 
Hard = Hard 
#HardIsEasy © 2014 @tamadear
Frameworks: 04 
Process 
#HardIsEasy © 2014 @tamadear
Frameworks: 04 
Process 
Connect 
#HardIsEasy © 2014 @tamadear
Frameworks: 04 
Process 
Connect Retrieve 
#HardIsEasy © 2014 @tamadear
Frameworks: 04 
Process 
Connect Retrieve 
#HardIsEasy © 2014 @tamadear
XCN 
NPH 
DFB 
ICI 
ANC 
AAX 
#HardIsEasy © 2014 @tamadear
X 
CNN 
PHD 
FBI 
CIA 
NCAA 
X 
#HardIsEasy © 2014 @tamadear
XCN 
NPH 
DFB 
ICI 
ANC 
AAX 
#HardIsEasy © 2014 @tamadear
Frameworks: 04 
Process 
Connect Retrieve 
#HardIsEasy © 2014 @tamadear
Frameworks: 04 
Simple 
Memorable Repeatable 
#HardIsEasy © 2014 @tamadear
Frameworks: 05 
Simple 
EASY 
Memorable Repeatable 
#HardIsEasy © 2014 @tamadear
frame•work 
/ˈfrāmˌwərk/ 
A basic conceptional structure 
#HardIsEasy © 2014 @tamadear
FRAMEWORKS = EASY 
#HardIsEasy © 2014 @tamadear
Frameworks: 06 
Eat food. 
Not too much. Mostly plants. 
#HardIsEasy © 2014 @tamadear
Frameworks: 07 
Always 
Be 
Closing 
#HardIsEasy © 2014 @tamadear
Frameworks: 08 
#HardIsEasy © 2014 @tamadear
Frameworks: 09 
A=B 
B=C 
A=C 
#HardIsEasy © 2014 @tamadear
FRAMEWORKS MAKE 
HARD THINGS EASY 
#HardIsEasy © 2014 @tamadear
Frameworks: 10 
The Defensible Brand 
CUSTOMERS 
COMPANY 
COMPETITORS 
Adapted from: Peterson, Erik and Tim Riesterer, Con...
Frameworks: 11 
The Marketing Funnel 
} } } } 
AWARENESS FAMI L IARI TY CONSIDERAT ION PURCHASE LOYAL TY 
#HardIsEasy © 20...
Frameworks: 12 
CUSTOMER/AUDIENCE 
PROBLEM 
ACTION 
INSIGHT LAYER 
DATA & ILLUSTRATION 
INSIGHT PATH 
The Pyramid of Plann...
Frameworks: 13 
#HardIsEasy © 2014 @tamadear
Frameworks: 14 
#HardIsEasy © 2014 @tamadear
Frameworks: 15 
Eat VEGETABLES more than 
Eat FRUITS more than 
Eat NUTS AND SEEDS more than 
Eat FISH AND LEAN MEATS more...
Frameworks: 16 
#HardIsEasy © 2014 @tamadear
Frameworks: 16 
(180 steps per minute) 
#HardIsEasy © 2014 @tamadear
Frameworks: 17 
1. Color 
2. Pattern 
3. Style 
4. Fit 
5. ❤ 
#HardIsEasy © 2014 @tamadear
Frameworks: 18 
#HardIsEasy © 2014 @tamadear
Frameworks: 19 
Touch it once. 
#HardIsEasy © 2014 @tamadear
Frameworks: 20 
#HardIsEasy © 2014 @tamadear
Frameworks: 21 
Partners. 
#HardIsEasy © 2014 @tamadear
Frameworks: 22 
Your framework ≠ my framework 
#HardIsEasy © 2014 @tamadear
EVERYTHING HAS A 
FRAMEWORK 
#HardIsEasy © 2014 @tamadear
Frameworks: 23 
1. Borrow 
2. Build 
#HardIsEasy © 2014 @tamadear
Frameworks: 24 
#HardIsEasy © 2014 @tamadear
? 
Frameworks: 25 
#HardIsEasy © 2014 @tamadear
Frameworks: 26 
WE CREATE THE WORLD 
WE THINK WE SEE. 
#HardIsEasy © 2014 @tamadear
Frameworks: 27 
Fret. Find. Frame. 
#HardIsEasy © 2014 @tamadear
EASY.
EASY IS THE NEW HARD [INBOUND 2014]
EASY IS THE NEW HARD [INBOUND 2014]
EASY IS THE NEW HARD [INBOUND 2014]
EASY IS THE NEW HARD [INBOUND 2014]
EASY IS THE NEW HARD [INBOUND 2014]
EASY IS THE NEW HARD [INBOUND 2014]
EASY IS THE NEW HARD [INBOUND 2014]
EASY IS THE NEW HARD [INBOUND 2014]
EASY IS THE NEW HARD [INBOUND 2014]
EASY IS THE NEW HARD [INBOUND 2014]
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Life is hard. We want to make it easy, but that’s hard, too. Why? Because too often, we think "hard" equals “good"...but it doesn’t. While it’s easy to make things hard, it’s NOT hard to make things easy — if you follow one simple rule: Everything has a framework. To learn how to make frameworks work for you, join Tamsen Webster as she reveals a framework for…frameworks, using examples for just about every aspect of life, picked up from her years as a Weight Watchers leader, reluctant runner, brand marketer, speaker whisperer, and “highest maintenance low maintenance person you'll ever meet." See? Easy.

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EASY IS THE NEW HARD [INBOUND 2014]

  1. 1. EASY IS THE NEW HARD TAMSEN WEBSTER @tamadear SVP, Executive Communications !
  2. 2. Frameworks: 01 Stack first. #HardIsEasy © 2014 @tamadear
  3. 3. #HardIsEasy © 2014 @tamadear
  4. 4. #HardIsEasy © 2014 @tamadear
  5. 5. #HardIsEasy © 2014 @tamadear
  6. 6. Frameworks: 02 It’s easy to make things hard, but it’s not hard to make things easy. #HardIsEasy © 2014 @tamadear
  7. 7. No pain No gain #HardIsEasy © 2014 @tamadear
  8. 8. Frameworks: 03 Hard ≠ Good Hard = Hard #HardIsEasy © 2014 @tamadear
  9. 9. Frameworks: 04 Process #HardIsEasy © 2014 @tamadear
  10. 10. Frameworks: 04 Process Connect #HardIsEasy © 2014 @tamadear
  11. 11. Frameworks: 04 Process Connect Retrieve #HardIsEasy © 2014 @tamadear
  12. 12. Frameworks: 04 Process Connect Retrieve #HardIsEasy © 2014 @tamadear
  13. 13. XCN NPH DFB ICI ANC AAX #HardIsEasy © 2014 @tamadear
  14. 14. X CNN PHD FBI CIA NCAA X #HardIsEasy © 2014 @tamadear
  15. 15. XCN NPH DFB ICI ANC AAX #HardIsEasy © 2014 @tamadear
  16. 16. Frameworks: 04 Process Connect Retrieve #HardIsEasy © 2014 @tamadear
  17. 17. Frameworks: 04 Simple Memorable Repeatable #HardIsEasy © 2014 @tamadear
  18. 18. Frameworks: 05 Simple EASY Memorable Repeatable #HardIsEasy © 2014 @tamadear
  19. 19. frame•work /ˈfrāmˌwərk/ A basic conceptional structure #HardIsEasy © 2014 @tamadear
  20. 20. FRAMEWORKS = EASY #HardIsEasy © 2014 @tamadear
  21. 21. Frameworks: 06 Eat food. Not too much. Mostly plants. #HardIsEasy © 2014 @tamadear
  22. 22. Frameworks: 07 Always Be Closing #HardIsEasy © 2014 @tamadear
  23. 23. Frameworks: 08 #HardIsEasy © 2014 @tamadear
  24. 24. Frameworks: 09 A=B B=C A=C #HardIsEasy © 2014 @tamadear
  25. 25. FRAMEWORKS MAKE HARD THINGS EASY #HardIsEasy © 2014 @tamadear
  26. 26. Frameworks: 10 The Defensible Brand CUSTOMERS COMPANY COMPETITORS Adapted from: Peterson, Erik and Tim Riesterer, Conversations That Win the Complex Sale. New York: McGraw-Hill, 2011. #HardIsEasy © 2014 @tamadear
  27. 27. Frameworks: 11 The Marketing Funnel } } } } AWARENESS FAMI L IARI TY CONSIDERAT ION PURCHASE LOYAL TY #HardIsEasy © 2014 @tamadear
  28. 28. Frameworks: 12 CUSTOMER/AUDIENCE PROBLEM ACTION INSIGHT LAYER DATA & ILLUSTRATION INSIGHT PATH The Pyramid of Planned Outcome is the property of Oratium, LLC. All rights reserved. #HardIsEasy © 2014 @tamadear
  29. 29. Frameworks: 13 #HardIsEasy © 2014 @tamadear
  30. 30. Frameworks: 14 #HardIsEasy © 2014 @tamadear
  31. 31. Frameworks: 15 Eat VEGETABLES more than Eat FRUITS more than Eat NUTS AND SEEDS more than Eat FISH AND LEAN MEATS more than Eat WHOLE GRAINS more than Eat DAIRY PRODUCTS more than Eat REFINED GRAINS more than Eat FATTY MEATS more than Eat SWEETS more than #HardIsEasy © 2014 @tamadear
  32. 32. Frameworks: 16 #HardIsEasy © 2014 @tamadear
  33. 33. Frameworks: 16 (180 steps per minute) #HardIsEasy © 2014 @tamadear
  34. 34. Frameworks: 17 1. Color 2. Pattern 3. Style 4. Fit 5. ❤ #HardIsEasy © 2014 @tamadear
  35. 35. Frameworks: 18 #HardIsEasy © 2014 @tamadear
  36. 36. Frameworks: 19 Touch it once. #HardIsEasy © 2014 @tamadear
  37. 37. Frameworks: 20 #HardIsEasy © 2014 @tamadear
  38. 38. Frameworks: 21 Partners. #HardIsEasy © 2014 @tamadear
  39. 39. Frameworks: 22 Your framework ≠ my framework #HardIsEasy © 2014 @tamadear
  40. 40. EVERYTHING HAS A FRAMEWORK #HardIsEasy © 2014 @tamadear
  41. 41. Frameworks: 23 1. Borrow 2. Build #HardIsEasy © 2014 @tamadear
  42. 42. Frameworks: 24 #HardIsEasy © 2014 @tamadear
  43. 43. ? Frameworks: 25 #HardIsEasy © 2014 @tamadear
  44. 44. Frameworks: 26 WE CREATE THE WORLD WE THINK WE SEE. #HardIsEasy © 2014 @tamadear
  45. 45. Frameworks: 27 Fret. Find. Frame. #HardIsEasy © 2014 @tamadear
  46. 46. EASY.
  • chenkamfatt

    Aug. 7, 2017
  • gerrylynch1

    Jan. 30, 2016

Life is hard. We want to make it easy, but that’s hard, too. Why? Because too often, we think "hard" equals “good"...but it doesn’t. While it’s easy to make things hard, it’s NOT hard to make things easy — if you follow one simple rule: Everything has a framework. To learn how to make frameworks work for you, join Tamsen Webster as she reveals a framework for…frameworks, using examples for just about every aspect of life, picked up from her years as a Weight Watchers leader, reluctant runner, brand marketer, speaker whisperer, and “highest maintenance low maintenance person you'll ever meet." See? Easy.

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