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Marketo EE Summit - April 2018

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by

Carla Johnson

on 3 December 2018

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Transcript of Marketo EE Summit - April 2018

We suffer from
OUR PROBLEM
You may have
BRAND
DETACHMENT
DISORDER
IF...
You may have
BRAND
DETACHMENT
DISORDER
IF...
You may have
BRAND
DETACHMENT
DISORDER
IF...
Don't discount great
creative work...
Use it for inspiration.
DIAGNOSE
BRAND
DETACHMENT
DISORDER
The tendency to dismiss the relevancy and application of great ideas because our brand or product is different or unique.
STUFF
COOL
BDD recovery starts
with admitting
we have a problem.

STAPLER
Josh Reeves
CEO
WHERE'S MY
Mohamed Hayel Saeed
WHAT WOULD
GREAT
FEAR IS THE BIGGEST HURDLE
We need a process to make new ideas feel safe and
familiar.
SMALL STEPS =
BIG OUTCOMES
We need to make creativity a habit and consistently practice in small amounts.
PROCESS OVER PRODUCT
We need to focus on the process that we use to get there, not the product we create.
FIND
INSPIRATION EVERYWHERE
Be open to what's around you anytime, anyplace.
PRACTICE CREATIVITY
Repetition builds muscle, which makes you more aware of
creativity.
COMPETE ON A BROADER SCALE
Look at ANY brand a customer or employee might love.
BRANDS
DO?
BECOME THE



BRANDS DO
ICONIC
WWDD?
BRAND
DETACHMENT
DISORDER
About Gusto
Gusto's mission is to create a world where work empowers a better life. By making the most complicated business tasks simple and personal, Gusto is re-imagining payroll, benefits and HR for modern companies. Gusto serves over 40,000 companies nationwide and has offices in San Francisco and Denver.

"We want to build tools that turn workplaces into communities and take the human experience into account. We want our software to be about bigger things like, how can you give someone a great first day on the job? How can you not only process the paperwork for a new teammate, but also celebrate them joining your community?"


DISTILLING
Gives

to the minutia.
OBSERVING


CONTRARIAN
meaning
Gives

to the minutia.
context
INNOVATIVE
COMPANIES
FEARLESS INNOVATORS
VS.
TRANSPLANT
CONDUCT A BRAND
FEARLESS INNOVATORS USE
UNRELATED INSPIRATION TO DELIVER
EXPONENTIAL BUSINESS OUTCOMES.
EVERYONE CAN BE A FEARLESS INNOVATOR. EVEN YOU.
COMPANIES
THAT
INNOVATE

BREAK
THE
CYCLE
GENERATE
PITCH



THE PROCESS


All follow the same process...
even if they don't realize it.
EXPONENTIAL
OUTCOMES








OBSERVE
DISTILL
RELATE
GENERATE
PITCH
RELATE
OBSERVE
DISTILL
DISTILL
OBSERVE
GENERATE
PITCH
FEARLESS
INNOVATION

How the world's most innovative teams surface the best ideas - and then use them to deliver exponential outcomes.
@CarlaJohnson
CarlaJohnson
RELATE
INNOVATIVE BRANDS
BELIEVE GREAT IDEAS
ARE EVERYONE'S
RESPONSIBILITY
WHAT IF
INSPIRED
FOOTBALL
Allison Canty
Customer Engagement
Manager
"Nothing is worse than views that come based on promotion. They're not engaged, they don't talk about it, they're just numbers. We try to do the pure minimum just so that the video can be seen by the people who we want to target..."
EXPERIENCES?
CONTENT
Tim Washer
Creative Director
COMEDIANS
LET
DESIGN
"It's not about selling...it's about sharing. Analysts and the media love it...they see humanness in Cisco. This builds a stronger, deeper relationship earlier in the process, which creates trust. People want to do business with people they know, like and trust."
RELATING
Gives credibility to outside inspiration.
Tim Irwin
Global Brand Director
"We've stuck with the brand essence...that truth is stranger than fiction. If it's traditional wine thinking, then we think differently. There's an appreciation of a story that's unique and interesting."
FEARLESS
INNOVATORS
DOA
CARLA JOHNSON
Chief Experience Officer
Type A Communications

Carla@TypeACommunications.com
(720) 219-3062

The
Gladiator Effect
kills more than ideas...it kills
"What I like..."
"What I wish...

gives people validation, and that leads to excitement.
gives people guidance, and that leads to focus.
courage.
Full transcript