INBOUND 2015

1. Charles Schwab
INBOUND15
Leaving Fear Behind
Julian Aldridge
VP, Brand Evangelism, Charles Schwab

2. Fear

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Video - Fear

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What’s Your
Greatest Fear?

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528,000,000
96,500,000
34,100,000

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Too Much Too Little
Responsibility
Work
Expectation
Opportunity
Time
Pay
Appreciation
Pressure

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Maslow Had A Point
Need
Want
Desire
Fear
Anxiety
Concern

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“Wizard: Not having fear isn’t brave, it’s
foolhardy. Any real hero knows fear.
Cowardly Lion: I’ll tell you one thing
though, so does a real coward.
Wizard: The difference is, a hero
masters his fear”

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A Simple Formulae
Data
+
Creativity
+
Courage
=
Great Work

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Data

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Creativity

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Courage?

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It’s a Marathon, Not a Sprint

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26.2
26.2
= 1

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The Success Ladder

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Incremental Failure

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Venture Marketing
Definition: The adoption of a strategic portfolio approach to marketing
initiatives, in the way the Venture Capital firms do with start-ups.
It assumes that many initiatives will fail, or underperform, but that a few
will show the potential for massive, disproportionate and game-changing
success.

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Attitude and
Preparation
A Living
Methodology
Cementing an
Enduring Culture

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Attitude and Preparation
Venture Leadership
Lead from the Front
Walk to the Edge of
the Cliff
Practice the Circus
Bow

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Lead from the Front
Before you are a leader, success is all about growing
yourself. When you become a leader, success is all about
growing others. —Jack Welch

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Walk to the Edge of the Cliff
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“The bigger the ambition, the greater the freedom” –David
McGrane

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The Circus Bow
“The greatest glory in living lies not in never falling, but in
rising every time we fall” -Nelson Mandela

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The Circus Bow
“The greatest glory in living lies not in never falling, but in
rising every time we fall” -Nelson Mandela

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One Mile At A Time
Venture Marketing Tenets
Engaging the Driven Ideas29
Always in Beta The 20:80 Rule Amplify Everything

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One Mile at a Time

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Always in beta
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“Perfect is the Enemy of Good” –Voltaire

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20:80 Rule
“Practice isn't the thing you do once you're good. It's the
thing you do that makes you good” –Malcolm Gladwell

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Amplify everything
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“I like my music the way I like my life: everything louder than
everything else” –Jim Steinman

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DownloadedfromYouTube,courtesyofofKMart

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Lessons
Always in Beta
20:80 Rule
Amplify Everything

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Cementing an Enduring Culture
Venture Marketing Culture
Make Can/If
Thinking Central
OutSpire
Create Venture
Employees

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"I came to see, in my time at IBM, that culture isn’t just one aspect of the
game—it is the game … no enterprise … will succeed over the long haul if
(an authentic culture isn’t) part of its DNA.”
Lou Gerstner, Who Said Elephants Can’t Dance

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Make Can/If Thinking Central
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“Opportunity occurs when Ambition is matched by
Constraint” –Mark Barden

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Outspire
“A pessimist sees the difficulty in every opportunity; an
optimist sees the opportunity in every difficulty” –Winston
Churchill

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Create Venture Employees
“The most courageous act is still to think for yourself. Aloud.”
–Coco Chanel

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IKEA bookbook

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Venture Marketing Construct
Lead From the Front Practice the Circus BowWalk to the Edge of the Cliff
Attitude and Preparation: Venture Leadership
Can/If Venture EmployeesOutspire
Cementing an Enduring Culture: Venture Culture
One Mile At A Time: Venture Tenets
Always in Beta Amplify EverythingThe 20:80 Rule

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Data
CreativityCourage
Great Work
>

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TheWall
ofFear
idea
Land of Theory Land of Action

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TheWall
ofFear
idea
Land of Theory Land of Action

49. Confidential for internal purposes only

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Q&A

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