Introduces one major offering of LGA - how to create and implement a NEW VISION for clients looking to grow their business!

1. LYLE GOODIS
AND ASSOCIATES
IT’S ABOUT A NEW VISION
A RECIPE FOR CHANGE AND SUCCESS FOR 2008 AND BEYOND
LGA – New Vision 1 2/15/2008

2. WHAT IS YOUR VISION?
DO YOU WANT TO GROW YOUR BUSINESS?
ARE YOU REALLY AN INNOVATOR (OR WANT TO BE)?
IS YOUR COMPANY A LEADER OR FOLLOWER?
ARE YOU LOOKING FOR FRESH MARKETING IDEAS AND OPPORTUNITIES
THAT YOUR COMPETITORS HAVE YET TO SEE?
LYLE GOODIS AND ASSOCIATES CAN HELP
LGA – New Vision 2 2/15/2008

3. 1) SOMETIMES RADICAL CHANGE IS REALLY JUST A BLEND OF A FEW BRILLIANT FRESH IDEAS,
FLAWLESS EXECUTION AND GETTING STARTED
Growth starts with the desire to be more than you are today.
A more profitable company
A highly coveted brand
A better partner
A fiercely competitive player
A more skilled organization
A better place to work
Maybe even a legacy
Ignore the naysayers, the skeptics, just for today. And tomorrow.
LGA – New Vision 3 2/15/2008

4. 2) VISION AND CREATIVITY CAN BE YOUR COMPETITIVE ADVANTAGE
Vision gives your team the clarity to act, and the passion to weather downturns.
It gives investors confidence that you know what you are doing and where you’re headed.
It helps customers believe you are a long term, strong player.
It gives your market a lens through which to see and measure your actions.
All real change begins with a clear, compelling, relevant New Vision.
LGA – New Vision 4 2/15/2008

5. 3) WHAT IS YOUR FUTURE?
Companies, the media and analysts spend a lot of time predicting future sales. But, ironically, they spend little time actually
thinking in any deep way about that future, its business climate, dynamics, customers, key players, landscape, threats, their
staff, suppliers and new opportunities.
Take a bit of time to really look ahead – examine the world your company and brands will live in 2, 5, even 10 years from now.
Build scenarios; what will the new challenges really be?
Look at a different view of business, then collect some new perspectives on how to handle the present.
Then consider: Are you ready?
LGA – New Vision 5 2/15/2008

6. 4) A BRAND IS A PROMISE, YOUR VOICE, A BOND BETWEEN YOU AND YOUR STAKEHOLDERS
It is who you really are.
5) LGA WANTS TO BE YOUR BRAINTANK
Let’s book a half or full day.
We’ll find an empty room, one with lots of empty walls. Claim it.
Then, let’s assemble a team of Visionaries. They should include a variety of people from your business– sales, marketing,
engineers, front office and customer service staff, operations, and HR. As well as pragmatists, external market experts, key
partners, suppliers and customers. Cast a wide net, but be selective. Pick people whose point of view, experience or theories
can help chart the trajectory of your industry.
Declare this time and space the “CENTRAL COMMAND” for your Vision and strategic planning effort.
LGA – New Vision 6 2/15/2008

7. Let’s scribble, debate, pin up, tape, tear down, write, draw, doodle, record, cover the room with everyone’s ideas and
comments. Build, prioritize, discard. Listen, talk, debate. No phone calls. Blackberrys are off. Have an Agenda, but more vital –
have lots of ideas.
At the mid‐point of the exercise, we may invite in a “newbie” or two to explain the best thinking and directions to get their
opinions.
LGA – New Vision 7 2/15/2008

8. Then we’ll debate, refine and solidify the best into a Summary – “Our company’s new Vision is….”, an Action Plan and
Timetable.
Then when it’s over, let’s smile and remember how good it felt to go through this. And look forward to the next one.
6) MASTER JAMMING
No one person is as smart as everyone – that is what lays behind jamming. Jamming is the art of improvisational strategic
thinking. A cross between brainstorming and strategic planning, jamming encourages team members to build on the ideas of
others, much the way jazz musicians might build on each others’ riffs.
Jamming requires new kinds of discipline and is distinct from traditional meetings, team planning sessions, or other processes
in use. A real Jam session takes participants through a series of exercises that examine new product, service and business
ideas, the process of innovation and numerous creative exercises. When ideally structured, a good half day Jam session can
produce dozens of great new ideas to help move forward on your Vision.
LGA – New Vision 8 2/15/2008

9. 7) MAP IT
As we are building this new Vision, you may find that your vocabulary can’t effectively describe an idea in your head. And this
idea in your head is similar to the idea in “David’s” head – but not quite – and David has no way to really describe how his idea
is different or better than yours.
So, we construct a Mind Map.
One of the quickest and clearest methods to enable teams to see the same Vision is to draw a mind map of it – literally a
map/flow chart that shows the key ideas that make up your Vision and how they’re related to each other. We’ll take a large
marker in hand and begin to diagram your idea and “David’s”. Along the way, others on the team can draw alternate diagrams
that capture their thoughts. In the process, we’ll hammer out the key differences and overlaps between ideas, and come to a
more unified, clear view. This map is important, but the shared Vision and language used to describe it is the real value.
8) HOW YOU TELL YOUR STORY DETERMINES WHO WILL LISTEN
You really can do more to express yourself than just bullet points, pie charts and graphs. What makes a Vision concrete and
believable is the storyteller who paints a picture of what is possible. Consider bringing your Vision to life in some other forms –
create a video, a mural, a new micro web‐site, a booklet, a model, a live performance….all compelling and worth hearing. Your
audience will listen. Better yet, they will engage. And that’s how to win converts. Get them to dive in on their own terms, and
make a memorable story relevant and real.
LGA – New Vision 9 2/15/2008

10. 9) MASTER YOUR ELEVATOR PITCH
Our company’s New Vision is….
We bring…
Our value is to….
What we deliver is ….
Our competitive advantage…
I am most proud of our …….
LGA – New Vision 10 2/15/2008

11. 10) MAKE A NAME FOR YOURSELF
What’s in a name: everything
It’s your first impression, your history and your future.
Remember, a successful name fits the personality of who you wish to be to your customers, investors, and media.
11) VISION TOOLS
You need to rally all levels of the company as everyone represents the brand and your Vision. Give them the tools (there are
many) to carry the company, product and New Vision to the world.
12) MAKE YOUR BRAND THE ULTIMATE MANIFESTATION OF YOUR VISION
LGA can help align every aspect of your brand – your products, your people and culture, your image, story, communications.
And how to employ great design to present that brand to the world in an interesting, creative, compelling way.
Thus, you will gain a real advantage over your competitors.
But, hey, business and life are not always fair.
LGA – New Vision 11 2/15/2008

12. 13) CONTROL THE MESSAGE AND ITS DELIVERY
Use the full spectrum of appropriate, smart communications – every ad, brochure, package, POS sign, truck, press release,
store design, staff uniform, website presentation to get your story clearly out to the world.
14) SET THE CLOCK
It is human nature to procrastinate. Without enforcement, good strategies remain exactly that: strategies with no action plan
or timetable to back them up and bring them to life. Avoid this trap: commit to taking your new Vision to the world, along with
proof that you’re executing against that Vision. Send out a News Release, hold a Press Briefing, announce it on the website,
take out a big powerful ad. Hold a staff meeting. Tell your customers. It will kick people, and yourself, into action. Fortunately,
it is also human nature to perform, especially when the clock is ticking down to “launch” and when the audience is large.
LGA – New Vision 12 2/15/2008

13. 15) HELP PEOPLE SEE THE END GAME
What does this new Vision really mean? Look at this from the perspective of your staff, your industry, and especially your
customers when they encounter your products (Note – have you ever seen how real customers use your product or service?
Go watch them and take notes).
LGA can work with you to create a New Vision scenario or storyboard of the actual experience.
By envisioning where you want to be, you can chart the course for getting there.
16) CREATE A TOTAL 360‐DEGREE EXPERIENCE
Start by mapping the journey your customers will take in relation to your company and products. How do they first experience
your brand? What happens when (if) they buy it, take it home and something does not work? How will you resolve this? Why
do they buy the other one and not yours? How do you stimulate interest, trial and then build some degree of loyalty?
(Note ‐ it’s not always about the sale price this week).
Now, let’s create a total brand experience around the customer, at every step, and let’s show how your actions live up to your
Vision.
Invest in great design and you will engage and impress your audience, often with the elegant simplicity, and clarity that your
brand needs.
After all, Branding is about delivering on the promise of your Vision in every action you take.
LGA – New Vision 13 2/15/2008

14. 17) BUILD A CULTURE OF RADICAL IDEAS
To sustain your new Vision for the long term, your entire company must live in a state of constant innovation and excitement,
where radical ideas and actions should become the norm. Then they won’t be so radical.
Are you capable of leading that sort of change? Of inventing the Next Big Thing?
LGA – New Vision 14 2/15/2008

15. 18) DON’T THROW ANYTHING OUT
Some good ideas never leave the BrainTank.
But don’t always shred them. Some day soon the world and your company may be ready for them.
And, some of them might be next year’s best ideas.
19) DEVELOP YOUR VOICE
As your mother often said, “Slow down and speak clearly”. Attention to words, tone, pace, choice of words tells the world that
you’re attentive to other details too. When you speak and write in plain English, you make yourself heard. It is concrete. You
strike a link with your audience. You can win their trust. Being totally clear in communicating your ideas often signifies huge
change to your audience, and makes people listen.
LGA – New Vision 15 2/15/2008

16. 20) GRAB PEOPLE’S ATTENTION: ENGAGE, ENLIGHTEN, ENTERTAIN
And then they may buy you.
The usual examples, tired old ideas, comfortable, safe approach, and same old Marketing, Sales, Advertising and Promotional
Plan. All part of an uninspired company that are not true innovators, nor leaders.
Well, it’s time to unleash massive and overwhelming force.
A swift, effective change tactic is to break clear of your and your company’s Comfort Zone and say/do something unexpected.
Run a different ad, revise your website opening, change your packaging, fire‐up a guerrilla marketing campaign. Sample
product somewhere different. Make a major Announcement. Think and act different. Refresh yourself and your brand.
Then step back, analyze and do it again!
If done well, you’d be surprised how people react.
21) GOOD DESIGN IS GOOD BUSINESS* * TOM WATSON IBM PRESIDENT
The world’s most successful companies put a high priority on good design. They understand that articulate, inspired,
expressive, smart design helps carry your message far, solidifies your brand, attracts great people and inspires your
stakeholders.
LGA – New Vision 16 2/15/2008

17. 22) MOST REVOLUTIONS ARE SPARKED BY THE ACTIONS OF A FEW ORDINARY PEOPLE
The most powerful ammunition for change often comes from everyday people, not always the President, Owner or CEO.
These “everyday” others’ biggest asset is a clear mind and a big idea. You should listen, ask questions, and include them.
LGA – New Vision 17 2/15/2008

18. 23) EVERYONE IS THE BRAND
Everyone must be a keeper of the new Vision. Not just the President, Owner or even V.P. Marketing or Sales. Everyone should
be a brand champion (think: Apple, WestJet, Kiehl’s, the New England Patriots, Jones Soda, Starbucks, and even that great
little local fruit market!).
LGA – New Vision 18 2/15/2008

19. 24) A REAL DECISION TODAY IS TWICE AS VALUABLE AS A DECISION TOMORROW
There are 5 reasons people put off making decisions:
1. Not enough information
2. Too much information
3. Tortured by the potential hassle of backlash.
4. Don’t know a decision is really needed
5. Fear – of affecting a relationship, or losing their job.
Real success today is less about 6 month long strategic planning exercises, more on strategic thinking and being nimble and
smart when opportunities pop up.
The one thing that 95% of Owner/Senior Managers forget is that to not decide results in more problems down the road and
derailed efforts than any other cause.
So, get going!
LGA – New Vision 19 2/15/2008

20. 25) NOW, LET’S GET STARTED
Big Change starts with big ideas and a big New Vision. Great, but then how and when can you deliver on this?
That’s where LGA can help.
We find the spark point to make a chain reaction. Then, let’s light it up!
Call us today
We’ll help grow your business.
Lyle Goodis
President
Lyle Goodis and Associates
Ph: 416‐464‐0999 E: lyle2131@sympatico.ca
www.lylegoodis.com
LGA – New Vision 20 2/15/2008