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.

Marketing

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

Frameworks: 01
Stack first.
#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

XCN
NPH
DFB
ICI
ANC
AAX
#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: 11
The Marketing Funnel
} } } }
AWARENESS FAMI L IARI TY CONSIDERAT ION PURCHASE LOYAL TY
#HardIsEasy © 2014 @tamadear

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

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 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

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

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EASY IS THE NEW HARD [INBOUND 2014]

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

16.

18.

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25.

31.

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

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

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

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55. EASY.

EASY IS THE NEW HARD [INBOUND 2014]

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