To quote Dan Heath, most mission statements are "really long on statement and really short on mission." We'll lead you through a series of questions to ask your team to discover what makes you truly unique and valuable to your customers.

1. STRATEGIC COMMUNICATIONS AND INTEGRATED MARKETING
uncoveringyour
uniquevalueproposition

2. MEDIA
CUSTOMER EXPERIENCE
MESSAGING

3. VETTING MEDIA
COMPANIES

4. 1) Ask for references of similar size organizations if
not similar business category.
2) What’s their churn? How long do they have/keep
clients? What’s their average length? Median length?
3) Ask for case studies of problems they've solved
using different media channels
4) Observe how they market themselves.
Do they walk their own talk?
5) Do you like them? Do they share your values?

5. THANK YOU TO OUR SPONSOR

6. OH, THOSE MILLENNIALS…

7. EACH TIME THEY COME INTO CONTACT WITH THE
REAL, THEY ARE BRUISED AND WOUNDED. IT LOOKS
AS IF THEY WERE VICTIMS OF A CONSPIRACY…
EACH DISCOVERY IS ANOTHER NAIL DRIVEN INTO
THE BODY ON THE CROSS OF LIFE.
W. Somerset Maugham
1915

8. OH, THOSE
MILLENNIALS!

9. OH, THOSE
GEN X’ERS!

10. OH, THOSE
BABY BOOMERS!

11. OH, THAT GREATEST
GENERATION…

12. YES! AT ONE TIME, EVEN
THE GREATEST GENERATION
WAS ANNOYING AF!!

13. IT IS NATURE’S CURSE FOR
YOUNG PEOPLE TO
EXASPERATE THEIR ELDERS.

14. IT IS ALSO
BEAUTIFUL.

15. IT IS ALSO
INEVITABLE.

16. The Tim Miles Super Successful Surefire
Six Sarcastic Steps (S6) To Resisting Change:
1.Stay scared. Call it "street smart."
2.Cultivate cynicism. Call it "straight talk."
3.Praise pessimism. Call it a "reality check."
4.Believe you are wiser than everyone else.
5.Feel secretly superior.
6.Take ABSOLUTELY NO ACTION WHATSOEVER
that might improve your condition.

17. IT LOOKS AS IF THEY WERE VICTIMS OF A
CONSPIRACY…
W. Somerset Maugham
THE CIVIC’S LESSONS

18. IT LOOKS AS IF THEY WERE VICTIMS OF A
CONSPIRACY… [FOR] THE CONVERSATION OF
THEIR ELDERS, WHO LOOK BACK UPON THE PAST
THROUGH A ROSY HAZE OF FORGETFULNESS [AND]
PREPARE THEM FOR AN UNREAL LIFE.
W. Somerset Maugham
THE CIVIC’S LESSONS

19. WE CAN LOOK TO THE PAST, BUT
WE CANNOT LIVE THERE

20. WE CAN LOOK TO THE PAST, BUT
WE CANNOT LIVE THERE
THE ONLY PATH IS
FORWARD

21. WE CAN LOOK TO THE PAST, BUT
WE CANNOT LIVE THERE
THE ONLY PATH IS
FORWARD
TOGETHER!

22. Goals &Values
Strategic Planning
Customer Experience
Messaging
Media
MEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CLIENT EXPERIENCE
MESSAGING
THE FIRST ORDER OF BUSINESS

23. WHY ARE VALUES SO
IMPORTANT?

24. VALUES DETERMINE THE
VALUE OF A BRAND

25. WHOAREYOU?

26. WHOAREYOU?
Values that are deeply
entrenched in your
character
Habits from when you
were a kid
Understand/Deconstruct
Market yourself to people
who have an intuitive
connection to you.

27. WHOAREYOU?
You have
these tools
built in you ...
… and you
have since
you were
born.

28. We buy what we buy because
our choices remind us -
and tell the world around us -
who we are.
WHOAREYOU?

29. WHOAREYOU?

30. We’re talking about who
you are to your customers.
WHOAREYOU?
We’re talking about
Brand Essence.

31. WHOAREYOU?

32. WHOAREYOU?

33. WHOAREYOU?

34. WHOAREYOU?
This brand essence is then
transmitted through every
contact (touch) point with the
customer: i.e. advertising,
merchandising, décor,
staffing and policies.

35. WHOAREYOU?
Strong brands
purposefully choose
them to align directly
with their core values.
Touch Points:

36. WARM-UP EXERCISE
TOUCHPOINTS
LIST EVERY TOUCH POINT IN
YOUR CUSTOMER
EXPERIENCE

37. Truett Cathy
“To glorify God by being a faithful steward of all
that is entrusted to us and to have a positive
influence on all who come into contact with
Chick-fil-A.
“Nearly every moment of every day we have the
opportunity to give something to someone else –
our time, our love, our resources. I have always
found more joy in giving when I did not expect
anything in return.”
CHICK-FIL-A CORPORATE PURPOSE:

38. CHICK-FIL-A CORPORATE PURPOSE
CHICK-FIL-A STATEMENT OF VALUES
CHICK-FIL-A CREDO
CHICK-FIL-A UNIQUE SELLING PROPOSITION
CHICK-FIL-A UNIQUE VALUE PROPOSITION
CHICK-FIL-A MISSION STATEMENT

41. WHAT

42. HOW

43. WHY

44. CREATING YOUR
U.V.P.

45. UNIQUE

46. VALUE

47. PROPOSITION

48. WHO
WHAT
HOW

49. WHO
WHO
HOW
WHY
WHY

50. WHO we are
WHO we serve
HOW we serve
WHY we serve
WHY you should care

51. 10 EXERCISES
TO DEVELOP YOUR
UNIQUE VALUE
PROPOSITION
& BRAND DIAMOND

52. NINE FOR YOUR
TEAM

53. EXERCISE #1
THREE WORDS
WHAT THREE WORDS BEST DESCRIBE
OUR COMPANY/PRACTICE

54. EXERCISE #2
FOURTH WORD
THE FOURTH WORD CHALLENGE

55. EXERCISE #3
FAVORITE CUSTOMER
Who’s your favorite customer or patient?
Why? What is it about her or him?

56. EXERCISE #4
FAVE EMPLOYEE
Go around the table. Tell the rest of your
group what it is about your favorite team
member you admire.
Write those values down.

57. EXERCISE #5
PARTIES / PROJECTS
What are the last three things you celebrated
as a team? To what causes do you give, and
how do you give to them? With your time,
talent, and/or treasure?

58. EXERCISE #6
SIMILARS
What companies outside our industry,
famous or otherwise, are we like? Why?

59. EXERCISE #7
HEROES
Who are your heroes? Why? With which four
people—living or dead—would you like to sit
down to dinner? Why?

60. EXERCISE #8
VILLAINS
Who disgusts you? Why? Who would make
you quit rather than serving them? Who
DON’T we want as customers?

61. EXERCISE #9
DRIVE-YOU-CRAZIES
NEVER-EVERS
List out all the stuff people in meticulosity do
that you’d NEVER do… that drives you
crazy… that hurts the credibility of the
perception of your profession. Then list what
you do differently.

62. ONE FOR YOU

63. WRITE A
LETTER
Write a letter to your favorite mentor - maybe
it’s your dad or your mom or grandma or a
pastor or that guy from the arcade when you
were 7.
Tell em about what you do, how you help
teachers, and tell ‘em why you get out of bed
each morning to go do what you do.

64. CREATING YOUR
U.V.P.

65. UNIQUE

66. VALUE

67. PROPOSITION

68. WHO
WHAT
HOW

69. WHO
WHO
HOW
WHY
WHY

70. WHO we are
WHO we serve
HOW we serve
WHY we serve
WHY you should care

71. Miles & Company’s a family business that helps other
family businesses and community organizations
communicate more powerfully by being true to and proud
of who they are and how they serve.
With so much information—and misinformation—out
there about marketing and management consulting, we
want our clients to tell others we’re the least full of crap
people they’ve ever heard on the subjects by being clear,
generous, and well-researched. We’ll help them using our
First Order of Business Methodology.
We believe family businesses and community
organizations are—and will continue to be —the
foundation of this country, and they deserve the best
information they can find on marketing, management, and
motivation in this age of rapid distraction.

72. GetTims.Email
3-5x/week Saturday
Digest

73. timmilesco.com/
minnyuvp