Introduction
I –
You are your biggest problem
Nobody cares
It’s not about the loudest voice
Start with who: the company or you
Why you are your biggest problem
Get over yourself
II –
Your prospects have changed, but have you?
Eric’s schedule is a mess
Yeah, but no
Always be closing (ABC)?
Why care about the number 2?
Make it about them
The Why Now Model, or ‘Burning Down the House’
To each prospect his problem
III –
What is true value?
Inspire
Educate
Experience
Deliver
IV –
The Value Ladder
The value journey vs. willingness to buy
Freedom of choice, or the vegetable dilemma
Connecting the dots
Looking beyond the 25%
V –
Turning your expertise into thought leadership
Four stages to becoming a thought leader
The Holy Trinity
Moving up: going from mere expert to thought leader
Creating a movement
VI –
Everything you want is on the other side of production
Why producing content is so hard
Two solutions to solve your every problem
Making the right content choices
Everything needs to be geared towards production
Going multichannel
Schedule your distribution flow
What if video is not your thing?
Language, please!
Quality vs. quantity: let the fighting begin
VII –
Formats
Surveys
Use cases
Use cases done right
Mini-guides, whitepapers and other devils
Canvas
Webinars
Events
Video and podcast formats
Wait, what about newsletters and emails?
How soon can you expect results?
Pick your format(s) and start planning
VIII –
Getting ready for the Content Olympics
Build your content team
Sprint your way to scale
IX –
So what?
Epilogue
Thank you
The Rules