Tag Archive | "Transformative"

Join Sonia Next Month for a Transformative ‘Slow Business Adventure’ in Norway!

Looking for a break from the stress and overwhelm of your business? Want to make some amazing connections with your…

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I Want Every American To See The Transformative Impact Of 5G, Says Verizon CEO

“We pride ourselves with the best network,” says Verizon CEO Hans Vestberg. “We have had that all the time in 4G and we’re going to have it on 5G. We’ve invested very prudently with our network, but network is our strategy and it has been that since the inception of the company. At Verizon, we’re proud of it. I just want every American to have a 5G phone in their hands and see the huge impact it will have in a transformative way that 5G will make in this country.”

Hans Vestberg, CEO of Verizon, discusses his desire for every American to soon experience the huge transformative impact that 5G will have in an interview on CNBC at The Allen & Company Sun Valley Conference”

I Want Every American To See The Transformative Impact Of 5G

We have been on to 5G for seven years now. We were first in the world to launch 5G Home broadband. We were first in the world with 5G mobility. We now have four cities up and we’re going to have 30 cities this year. We have three 5G phones already out. So we, of course, are ahead of the game but we respect all the competition. We pride ourselves with the best network. We have had that all the time in 4G and we’re going to have it on 5G. 

We’ve invested very prudently with our network, but network is our strategy and it has been that since the inception of the company. At Verizon, we’re proud of it. That’s important to us. I just want every American to have a 5G phone in their hands and see the huge impact it will have in a transformative way that 5G will make in this country.

We’re In the Middle Of a Very Big Transformation

It’s always been a competitive market. I mean the wireless market in the US is extremely competitive. It’s nothing new to us and we are prepared. We’re in the middle of a very big transformation of the company. We have changed the network, we have a new go-to-market, and we have a voluntary offering where almost 10,400 people are leaving us. So we are prepared. Whatever comes up Verizon will respond quickly and we will manage our shareholders or customers or employees and society in general. That’s our work.

It’s a very exciting market to be in with mobility and broadband and 5G and all of that. Of course, there is a lot of hype and discussion about it and the US is in the lead with it. It’s an exciting time to be here and work. We will compete. I think that we already have the best 4G network and we’re ready with being first in word with 5G. We will just hammer on and execute. I have a great team that is doing that every day. Our main focus is really to execute right now and then a lot of things will happen around us.

Regulation Of Tech Is Difficult

First of all, we understand the concerns (around big tech) and all of that. Ultimately, we need to remember that mobility, broadband, and cloud, that combination is a 21st-century infrastructure. If you can scale that you can actually solve problems in the rest of the world that you have never thought about. If we start to chop that up by regulation we cannot give the same opportunities for everyone in this world. So that’s very important. 

Secondly, I think the technology is moving so fast that if you do regulation, it’s just moving so fast that it’s hard. I think it’s up to responsible leaders and ultimately the customer will be after you if you do stupid things. We’re building our brand on trust and innovation. We know that we need to fight every day to get that trust and one thing you do wrong you lose the trust. That has to regulate and that’s more important in the end.

I think that regulation is difficult in the tech sector and customers will ultimately judge them. I’m worried that if you’re going to have different regulations all around the world for platforms, for example, which means that the officials that were getting from them today, that people can get digital health care and digital educational platforms, we’re going to lose that. With the sustainable goals that we have in the world, we want everybody to have the same chance. I think that would be bad.

I Want Every American To See The Transformative Impact Of 5G, Says Verizon CEO Hans Vestberg

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The Transformative Effect of a Well-Built Brand Statement

How to define your brand

I spent this past weekend among a group of smart writers at Jeff Goins’s first Tribe Conference in Nashville, Tennessee.

Jeff asked me to speak about content marketing (one of my favorite topics).

But I was an attendee as well. Jeff populated the conference with lots of excellent speakers, some of whom I’d never heard speak before.

So I took advantage of the invitation to learn as well as speak. On the morning of the first day, I sat down at a table full of experienced and aspiring authors to absorb as much as I could.

That day, Jeff asked us to do a simple branding exercise. He shared it off the cuff — almost as an aside — and gave us a few minutes to fill in the following blanks he provided for the exercise:

  • I help _____
  • (do) _____
  • so they can _____.

A short exercise that leads to powerful results

I recognized the power of this short exercise as soon as Jeff shared it. And I also knew I could help the people seated at my table. Branding is kind of my thing.

So during the next break we had, I asked the person next to me what she’d written down for her branding statement.

When she shared it, I made a suggestion that resulted in a shorter and more direct statement.

Once she finished editing it, I could see the relief in her eyes. And the excitement, too.

So I continued around the table, talking about and honing brand statements. Each time we finished polishing a brand statement, I saw a light bulb go off.

Here’s the thing: an effective brand statement isn’t just for your prospects and customers.

An effective brand statement is for you.

What a brand statement impacts

When you can boil down what your business is about and crystallize what it offers, that helps you:

  • Create content that’s on-target and effective.
  • Build products and services that meet the needs of the people you want to serve.
  • Filter new ideas and check them against your business’s true purpose as reflected by your brand statement.
  • Feel emboldened to meet the audacious statement you create: it’s like a mini manifesto for your business.

So let’s dive in to this brand statement process. I want to see a light bulb go off over your head, too!

Warning: don’t be deceived by the simplicity of this exercise.

Going through the steps will yield a short statement you can put the full force of your business behind.

Step 1: “We/I help ____”

In this first section, you’re going to identify the people you help.

And please, don’t fill this blank with the word “people.” It’s important to specify exactly who you help.

Your ideal customer will recognize himself when you describe him in this section, and that’s the point.

When we talked about this at my table, I reminded the group of a few things to keep in mind:

  • You can’t serve everyone. If your brand statement makes it sound like you do, the resulting sentence will be bland and uninspiring.
  • Even though you target a specific customer, you’ll attract others. Specifying who you help doesn’t limit your options as much as you may think. By describing your ideal customer, you’ll attract that customer and anyone who aspires to be that ideal customer.
  • Remember your true client. One person at our table gave inspirational speeches to high school students. At first glance, you might think his ideal customer is a high school student. But it’s the adults in those students’ lives — the high school administrators — who hire the speakers. When he edited his brand statement to target that group, everything fell into place. Your true client is the one who makes the decision to buy your products or services: be sure that’s who you’re describing.

Keep your answers here as short as possible. Ideally, the entire brand statement will fit into one sentence, so use the least number of words possible.

Examples:

A firm that offers security systems for the residential market:

“We help homeowners …”

A company that provides virtual assistance for digital marketers:

“We help busy digital business owners …”

An individual who coaches authors who want to have speaking careers:

“I help authors …”

Step 2: “(Do) ____”

What product or service do you offer, and what does it do? Be specific.

Remember that:

Examples:

A firm that offers security systems for the residential market:

“… protect their valuable residences and personal property …”

A company that provides virtual assistance for digital marketers:

“… make the most of their limited time …”

An individual who coaches authors who want to have speaking careers:

“… become powerful public speakers …”

Step 3: “So they can ____”

In this part of the brand statement, you’re going to describe the transformation your ideal customers will experience once they engage with your product or service.

This is the part of the brand statement that will play the biggest part in getting your prospects excited about working with you, so spend plenty of time on this one.

Examples:

A firm that offers security systems for the residential market:

“… so they can sleep peacefully, travel confidently, and feel secure.”

A company that provides virtual assistance for digital marketers:

“… so they can make more money doing the things they love.”

An individual who coaches authors who want to have speaking careers:

“… so they can expand their reach, grow their audiences, and boost their profits.”

What does that give us?

Let’s see how our three example businesses fared with their brand statements:

A firm that offers security systems for the residential market:

We help homeowners protect their valuable residences and personal property so they can sleep peacefully, travel confidently, and feel secure.

A company that provides virtual assistance for digital marketers:

We help busy digital business owners make the most of their limited time so they can make more money doing the things they love.

An individual who coaches authors who want to have speaking careers:

I help authors become powerful public speakers so they can expand their reach, grow their audiences, and boost their profits.

Not bad, right? These short statements pack a lot of punch and demonstrate the high value each business offers — and who each one serves.

It’s your turn

Now that you know how to put one together, it’s time for you to write your own powerful brand statement.

This simple exercise will help set the direction for everything you do. You can use it on your About page, in your social media profiles, and even when you’re doing in-person networking.

Once you’re finished — and that light bulb goes off — share your brand statement with us on LinkedIn!

About the author

Pamela Wilson

Pamela Wilson is Executive Vice President of Educational Content at Rainmaker Digital. Follow her on Twitter, see her Copyblogger images on Instagram, and find more from her at BigBrandSystem.com.

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Innovative Marketers, Transformative Technologies: Attend MarTech in Boston, Register Now & Save

In less than two months, the community of innovators pioneering marketing technology adoption and operations will gather at MarTech: The Marketing Tech Conference in Boston, August 19-20. The MarTech agenda is focused on the rising tide of marketing technology and the people driving implementation…



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