How to use strategic planning to develop a creative company where the experience comes first—for consumers, clients and employees. Prepared for a guest lecture at SF State University.

1. Designing a People Strategy
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2. @adamkleinberg
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4. How do you design a strategic people plan?
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5. People
Traction’s __________Process
Marketing
Strategy Concept Design Build Evolve
Identify & verify Articulate & visualize Develop & design a Build Tactical Measure, evaluate
your “One Thing” your “One Thing” go-to-market plan elements & launch & evolve
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6. One Thing.
In the mind of the consumer, you can be one thing.
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7. Psychology + Technology
Ideas that Work
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8. TO BE A RESPECTED
CREATIVE AGENCY WHERE
THE EXPERIENCE GETTING
THERE IS AS GREAT AS THE
WORK ITSELF.
IT’S THE EXPERIENCE
THAT MATTERS.
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9. NOT a shoe company NOT a coffee company NOT an airline
Customer experience Customer experience Customer experience
People People People
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10. People. Inextricably connected inside and outside.
PEOPLE (CUSTOMERS) PEOPLE (TEAM)
BE RESPECTED LEAD COMPETENT
CLIENTS & PORTFOLIO AVAILABLE
AWARDS REAL
GREAT WORK IDEAS COLLABORATION
EXECUTION PROCESS
RESULTS STANDARDS
GREAT EXPERIENCE NO SURPRISES “COMMUNICATIONSHIPS”
CONSISTENCY GROWTH
FUN FUN
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11. Be respected.
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12. COMPETENCE:
A Minimum Standard
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13. Everything is an Opportunity
The Burning Man Policy
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14. Availability
All-Hands
Team Meeting
1-on-1
Feedback
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15. Keep it real.
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16. “When in
doubt, lead.”
– Carly Fiorina
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17. Tactical Thought Leadership
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19. 2009 INTERACTIVE
AGENCY OF THE YEAR
2010 • 2011 RUNNER-UP
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20. Great work.
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21. COLLABORATION
CROSS-FUNCTIONAL TEAMS
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22. PROCESS = DELIVERY
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23. Standards: What do we expect?
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24. Results: What ultimately defines great work.
11,553
12,000
10,000
Offer 5
Offer 4
8,000
No. of Leads
6,000
Email
Offer 3
4,000
Offer 2
Banners
Offer 1
2,000
DM
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16
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25. Great experience.
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26. COMMUNICATIONSHIPS
WORKING RELATIONSHIPS THAT REALLY WORK
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27. Uncovering SEO (It’s really not that complicated)
A Content Strategy Toolkit
The Learn Phase A Power User’s Guide to LinkedIn
How to Avoid Masturbation in the Blogosphere
Trans-Media Storytelling
How to Optimize a PDF
Grid Design
Zimbra Refresher
Keynote Basics
Process Evolution Roundtable
HTML 5: The Geekening
Photo Search
How Can I Be a Better Manager
Battle Decks
Figuring Our Someone Else’s Website
7 Reasons Your Co-Workers Hate You
How to Write a Winning Presentation
Take a Trip on the Shortbus
How to be More Nimble 27

28. Fun is good business.
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29. 29

30. Thanks.
@adamkleinberg
www.linkedin.com/in/adamkleinberg
about.me/adamkleinberg
adam@tractionco.com
www.tractionco.com/blog
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