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.

1. EASY IS THE NEW HARD
TAMSEN WEBSTER
@tamadear
SVP, Executive Communications
!

3. Frameworks: 01
Stack first.
#HardIsEasy © 2014 @tamadear

5. #HardIsEasy © 2014 @tamadear

6. #HardIsEasy © 2014 @tamadear

7. #HardIsEasy © 2014 @tamadear

8. Frameworks: 02
It’s easy to make things hard,
but it’s not hard to make
things easy.
#HardIsEasy © 2014 @tamadear

10. No pain No gain
#HardIsEasy © 2014 @tamadear

11. Frameworks: 03
Hard ≠ Good
Hard = Hard
#HardIsEasy © 2014 @tamadear

12. Frameworks: 04
Process
#HardIsEasy © 2014 @tamadear

13. Frameworks: 04
Process
Connect
#HardIsEasy © 2014 @tamadear

14. Frameworks: 04
Process
Connect Retrieve
#HardIsEasy © 2014 @tamadear

15. Frameworks: 04
Process
Connect Retrieve
#HardIsEasy © 2014 @tamadear

17. XCN
NPH
DFB
ICI
ANC
AAX
#HardIsEasy © 2014 @tamadear

19. X
CNN
PHD
FBI
CIA
NCAA
X
#HardIsEasy © 2014 @tamadear

21. XCN
NPH
DFB
ICI
ANC
AAX
#HardIsEasy © 2014 @tamadear

22. Frameworks: 04
Process
Connect Retrieve
#HardIsEasy © 2014 @tamadear

23. Frameworks: 04
Simple
Memorable Repeatable
#HardIsEasy © 2014 @tamadear

24. Frameworks: 05
Simple
EASY
Memorable Repeatable
#HardIsEasy © 2014 @tamadear

26. frame•work
/ˈfrāmˌwərk/
A basic conceptional structure
#HardIsEasy © 2014 @tamadear

27. FRAMEWORKS = EASY
#HardIsEasy © 2014 @tamadear

28. Frameworks: 06
Eat food.
Not too much. Mostly plants.
#HardIsEasy © 2014 @tamadear

29. Frameworks: 07
Always
Be
Closing
#HardIsEasy © 2014 @tamadear

30. Frameworks: 08
#HardIsEasy © 2014 @tamadear

32. Frameworks: 09
A=B
B=C
A=C
#HardIsEasy © 2014 @tamadear

33. FRAMEWORKS MAKE
HARD THINGS EASY
#HardIsEasy © 2014 @tamadear

34. 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

35. Frameworks: 11
The Marketing Funnel
} } } }
AWARENESS FAMI L IARI TY CONSIDERAT ION PURCHASE LOYAL TY
#HardIsEasy © 2014 @tamadear

36. 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

37. Frameworks: 13
#HardIsEasy © 2014 @tamadear

38. Frameworks: 14
#HardIsEasy © 2014 @tamadear

39. 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

40. Frameworks: 16
#HardIsEasy © 2014 @tamadear

41. Frameworks: 16
(180 steps per minute)
#HardIsEasy © 2014 @tamadear

42. Frameworks: 17
1. Color
2. Pattern
3. Style
4. Fit
5. ❤
#HardIsEasy © 2014 @tamadear

43. Frameworks: 18
#HardIsEasy © 2014 @tamadear

44. Frameworks: 19
Touch it once.
#HardIsEasy © 2014 @tamadear

45. Frameworks: 20
#HardIsEasy © 2014 @tamadear

46. Frameworks: 21
Partners.
#HardIsEasy © 2014 @tamadear

47. Frameworks: 22
Your framework ≠ my framework
#HardIsEasy © 2014 @tamadear

48. EVERYTHING HAS A
FRAMEWORK
#HardIsEasy © 2014 @tamadear

49. Frameworks: 23
1. Borrow
2. Build
#HardIsEasy © 2014 @tamadear

50. Frameworks: 24
#HardIsEasy © 2014 @tamadear

51. ?
Frameworks: 25
#HardIsEasy © 2014 @tamadear

53. Frameworks: 26
WE CREATE THE WORLD
WE THINK WE SEE.
#HardIsEasy © 2014 @tamadear

54. Frameworks: 27
Fret. Find. Frame.
#HardIsEasy © 2014 @tamadear

55. EASY.