1. Creating A Mission Worthy of Being Alive

2. Agenda Having Your Mission BE BRILLIANT Benefits vs Values Being Clear on the “Benefits” of Your Product/Service Creating Your Own Super Niches Planning for the Fulfillment of your Vision

3. The Steps to Creating A Brilliant Mission – Worthy of Being Alive Let’s have a quick reminder on what a Mission Statement is… A mission statement is a statement of the purpose of a company, organization or person, its reason for existing 1.What do we do? 2.For whom do we do it? 3.Why do we serve our clients in the way that we do? 4.How do we serve our clients in the way that we do? 5.Why are we in this industry? 6.Why did we start this business? 7.What image of our business do we want to convey?

4. Things to Keep in Mind When writing your mission statement, use vibrant, exciting words. Create dynamic, visual images and inspire action. Describe your purpose using unusual, colorful verbs and adjectives to spice up your statements. Drop in words like “passion,” “sizzle,” “outrageous,” “fun,” and “marvel” to add zest. Keep your mission statement fairly short and make sure that it feels really good when you read it and say it. It signals what your business is all about to your customers, employees, suppliers and the community.

5. Other Things to Consider When you live your mission through your business brand, then amazing, phenomenal things start to happen. Your perfect, dream clients are drawn to you. People get really excited about what you are doing. They spread the word to their friends, they sign up for your services, they give you great testimonials. You get more customers, make more revenue, and your business grows with ease. And best of all – your team is more creative and having more fun than ever before because everyone is in absolute alignment with your Why.

6. Nike: To bring inspiration and innovation to every athlete in the world. Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Chevron: To be the global energy company most admired for its people, partnership, and performance. Amazon: To be the most customer-centric company in the world, where people can find and discover anything they want to buy online. Intel: Delight our customers, employees, and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live. Ebay: Provide a global trading platform where practically anyone can trade practically anything. Some Great Mission Examples

7. Features, Benefits and Value It is often confusing for the entrepreneur to distinguish between Features, Benefits and Values So let’s look at some simple basic definitions Features: What your product or service has or does Benefits: something of value or usefulness. In marketing, a benefit explains what the features mean and why they are important. Values: Your ethical and moral compass, the foundation of your decision making.

8. Let’s Look at Benefits Benefits often answer questions for the Customer or address their “pain” A benefit can also bring to light solutions to problems that a customer didn’t even know she or he had.

9. Identifying and Creating Your Benefits Step 1 Assess your product or service Brainstorm the major uses of your product or service, and focus on the top one to three benefits it offers others. What do you offer that’s special, unique, fantastic and useful? If you benefits statement includes 10 items – no one will remember them It is ALL about how it benefits others

10. Identifying and Creating Your Benefits Step 2 Distill your product's benefits into one clean, clear, sharp statement. Use strong action verbs and easy-to- understand words. For Example: "My Green Clean company saves you time spent on cleaning and saves the environment for generations to come,“ Or "ABC camera takes the guesswork out of picture- taking, making it easy for you to take pictures and enjoy beautiful, colorful images."

11. Identifying and Creating Your Benefits Step 3 Memorize and rehearse your benefit statement. It is your elevator speech, your sales pitch, your mantra. Make sure it flows when you speak it out loud and looks good on paper as well.. Finally, share your product or service's benefits with others--put your benefit statement to practice

12. Let’s Look at Values Business values can be: the principles you stand for personally - for example, integrity, perseverance, determination, innovation, respect, passion and fair-mindedness the beliefs and attitudes you and your staff have in common in the workplace - how people should behave, the way managers should act, how work should be done, how staff should treat each other at work your organization's standards of behaviour - what is acceptable business practice. From a customer viewpoint, values are the kind of service they can expect to get when they deal with your business.

13. Values Exercise I have created a document called the Values Identification Exercise that you can download here: http://radicalideas.ca/creating-a-mission-worthy-of-being-alive/ I will send you the link with a copy of these slides for everyone that attended.

14. Creating Your Own Super Niches What is a niche? –A niche is a subset of the market on which a specific product or service is focusing The more you specialize – the higher your price tag By taking your current target market and “super niche’ing’” it even once per month – you create your own market.

15. Super Niche –ing Cont’d What does it take to Super Niche It? –Determine the target market and choose one particular group that would use your product or service. –Now ask yourself – what particular problems do they have with using your kind of service or product that other do not have –Create statements dealing with that problem –Then create perks that would appeal directly to that group

16. Planning for the Fulfillment Of Your Vision Having a Plan means Creating an opportunity for success These plans have different names depending on your methodology, coach and industry Some examples: –Plan for Performance –Strategic Plan –Architecture –Merlin’s Principle

17. Success is Determined by Planning for It Instead of starting at A, start at B and work your way backwards. Your ability to cause results will depend on how detailed you plan is. Attend the Speed Coaching for Entrepreneurs event Sept. 14 and get feedback on your plan: www.speedcoachingresults.com

18. SAVE THE DATE The last Saturday of each year I host the GREAT EXPECTATIONS WORKSHOP Where we: Complete 2013 and Powerfully Create 2014 Create the actions and both big games and small games Work with partners and others to brainstorm the most powerful way to reach your end results. Saturday, December 28 th, 2013 - 9:30-5:30