play bigger lightning strike
The foundation of a flywheel is made up of the three elements we described early in the book: company design, product design, and category design. Step 4: Craft a Story, Rinse, Repeat In a limited number of powerful words, the POV should lay out the problem and its ramifications, describe a vision for the category, sketch a blueprint for how to build the category, and paint a picture of potential outcomes. So unless you are a rare company capable of continuous category design, it is better to let someone else create the category. If it doesnt, its finished. You have to blast your way into the mind. No one can hide. Founders, As a growing technology company, BlockSpaces was facing a critical challenge: how to communicate the value of their software integration platform to investors, partners, and potential customers. When category potential, position in the category, and execution all come together in investors minds, they see the future and want a piece of it. Most victims can survive a lightning strike; however, they need immediate medical attention. Who should monitor the weather and make the decision to stop activities? So far in the Mitchs Notes Project we have examined network effects and economies of scale in The Content Trap. The first woman to fly across the Atlantic Ocean was Amelia Earhart. Designate a "weather watcher" and a clear chain of command to monitor and respond to severe weather. Category kings take it upon themselves to design a great product, a great company, and a great category at the same time. A "watch" means conditions are favorable for severe weather to develop in an area; a "warning" means severe weather has been reported in the area and for everyone to take proper precautions. Lightning Do not use our data to protect There is no objective reality. There is no place outside that is safe when a thunderstorm is in the area. People who have been struck by lightning do not carry an electrical charge and are safe to handle. If possible, move the victim to a safer place inside away from the threat of another lightning strike. Play Bigger is a capstone project that brings these topics together and examines them through a category lens a market domination and monopoly lens. Substantial buildings with wiring and plumbing provide the greatest amount of protection. The greatest category designers in the technology industry never leave category to chance. The Lightning Strike playbook aligns every function of your business to work together to move the minds of your customers and users from the old way to the new way. Category design helps you own the control points that generate fierce loyalty and gratitude for your product and company. Customers use categories as mental tags for new products and companies. Make it emotional. The story leads potential customers on their from/to journey, so they understand both what is missing and why your company can fix that problem. The bare realities of what the company can accomplish become absolutely evident. Step 4: Create the Four Mobilization Documents You are designing a product, company, and category at the same time. Customers rush to a new category because it makes sense to them. At BombBomb, our goal for our lightning strike was to convince sales professionals that spam and other forms of digital pollution make it hard for sales professionals to build relationships. With that goal in mind, it was much easier for us to come up with ideas that could make that happen. Frotos the from/to journey you want customers to take. If youre actually working on a lighting strike, it means you have the chance to do something original and creative that could have a major impact. National Weather Service They dont sell us better. 1. Step 4: Listen for Different, Not Just Better. Please Contact Us. Share. The strategy has to start with the CEO and her leadership team identifying the right category to create, making sure the product and company fit the category., Category design involves product and ecosystem design. Design a Business That Dominates Its Niche Defining your companys point of view. They realize that no one wants the over produced glitzy BS and instead they just want to learn. You want to move your market category to action, by activating the most powerful, influential people in your category. Back in 1956, Myron Ligda, a meteorologist in Texas, used radar to detect a flash spanning more than 100 miles (160 km). Underworld. We took a similar approach with our film. "- Podcast Listener, "I like being exposed to people and thoughts that I wouldnt normally get to listen and learn from in the general day to day of life and business- Podcast Listener, "It is like being a fly on the wall in a high level conversation and there are great insights from people with proven legendary results "- Podcast Listener, Christopher Lochhead is the Joe Rogan of Business- Jon Bergoff, CEO, Flourishing Leadership Institute, "Christopher Lochhead is a human exclamation point"- Fast Company Magazine, "Christopher Lochhead is one of the best minds in marketing"- The Marketing Journal, Christopher Lochhead is an exploding star a quasar across the sky. Today the powerful transforming force is the category creating a new market for a new product, often (but not always) from a new company. Web10. The process of category design starts with discovery looking for those critical insights with the team through a series of conversations, interviews, whiteboarding sessions, or drinks.This becomes the first phase of real category design, converting insight into a plan for a worthy category, a compelling story, and a course of action for conditioning the market to see the world the way you do. Once they perceive you one way, thats it. The second requirement for content is that it has to evangelize the category problem first and your product or service second. Office buildings, schools, and homes are examples of buildings that would offer good protection. It does not have to be raining for lightning to strike. Uber was valued at 25x that of Lyft. Program for Injury Prevention in Youth Sports, A Detailed Analysis of Lightning Deaths in the United States from 2006-2013. Now, lets talk about how to stand out; An excerpt from Play Bigger reads: A great lightning strike is a category-defining event. NWS It tells the world that this company knows how to define the problem and knows how to solve it. ULTIMATE Dangerous Lightning Strike Compilation First comes category potential. Someone outside the companys day-to-day operations, yet has the full trust of the CEO, Step 2: Fact Finding Strategic and Cultural Questions. Without a category strategy, sooner or later the market will slap a tag on you. Most victims can survive a lightning strike; however, they need immediate medical attention. We recommend creating four seminal documents: a category blueprint, product taxonomy, customer use cases, and category ecosystem. Lightning Strikes Step 3: Plant the Event venue, attendance, logistics. Category kings need to establish different, not just better. National Oceanic and Atmospheric Administration There are many good sources of up-to-date weather information including NOAA Weather Radio. It does not have to be raining for lightning to strike. There are no best products. CPR or an AED may be needed to revive them. Many victims were either headed to safety or just steps away from safety at the time of a fatal lightning strike. An inventor sees a way to create something thats never before existed, often hoping that a worthwhile problem can be found that the invention will solve. The Big Fish Software is part of the Big Fish Offerings. All NOAA. This is much more than messaging and branding., Above all, category design is making all of these components work together, in lockstep, feeding off each other, so each action builds momentum for the category and its king.. Play Bigger is a capstone project that brings these topics together and examines them through a category lens a market domination and monopoly lens. Feel free to. According to the National Weather Service (NWS), more than 400 people in the United States are struck by lightning each year, resulting in an average of 49 deaths. It is a strategy for setting the buying criteria for the space. In the absence of a substantial building, a hard-topped metal vehicle with the windows closed provides good protection. Dave, Al and Iare former entrepreneurs and operating guys turned coaches. Free access to maps of former thunderstorms. The Law of Focus The most powerful concept in marketing is owning a word in the prospects mind. Youve got to do something to cut through the noise and get into peoples brains. Step 5: Package the Work after 10 revisions you can commit and start sharing the initial results. Get the newsletter that will help you become a better category designer. It is taking a disproportionate amount of your marketing resources and execute in a very short period of time, against a small number of targets to get the maximum leverage. There are no facts. By Blitzortung.org and contributors. Safety1325 East West HighwaySilver Spring, MD 20910Comments? When a business has a novel idea, theres one challenge that almost inevitably follows: communicating the importance of that idea to potential customers, investors, and employees seems to require a herculean level of effort. Subscribe. A categorys non-kings struggled. Play Bigger Lightning Strikes condition the entire market and anchor your targets in your category definition and point of view. So many companies and so many products and services get unleashed on the public and compete for space in our brains. Play Bigger Your POV frames the problem, explains the ramifications for not acting, presents a vision for the future and explains the business outcomes of embracing this vision. While our message of getting outside, enjoying nature and promoting physical activity remains unwavering, the American Academy of Pediatrics (AAP) policy statement, Baseball and Softball,advises all coaches and officials to be aware of extreme weather conditionsincluding lightningand to postpone or cancel games if conditions worsen and players are at risk. WebSee lightning strikes in real time across the planet. The Lightning Strike playbook aligns every function of your business to work together to move the minds of your customers and users from the old way to the new way. May 30, 2023 2:00 PM. First you come to terms with the fact that companies and products dont live in space. Lightning Information for Organized Sporting Events 6-time contributor to the future labor force. This excerpt from Play Bigger says it best: A great lightning strike is a category-defining event. Pay close attention to these signs and any issued warnings. Lightning Strikes These companies dont only invent something to sell us. The 4-Step Category POV Process Part I: Problem Thesis, BlockSpaces Case Study: Using Category Design to Align Team Direction, Play Bigger Co-Author Kevin Maneys Insights on Category Design. All thunderstorms produce lightning. John Rougeux is VP Marketing Strategy at BombBomb. This book is about the strategy that builds category kings. Play Bigger is a capstone project that brings these topics together and examines them through a category lens a market domination and monopoly lens. In the end, the company that defines space and its problem is best positioned to dominate it. And since Zoom told us that our attendance rate was over 90%, it gave us early encouragement that our message resonated. Activities should be delayed if a thunderstorm is approaching before or during a practice or a game. This website uses cookies to improve your experience. Strike a player with a WebSee lightning strikes in real time across the planet. In some cases, the event can be moved indoors. It can take many forms. A good lightning strike is a core part of any good category design strategy. Amazon.com: Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets: 9780062407610: Ramadan, Al, Peterson, Dave, Lochhead, Christopher, Maney, Kevin: Books Books Business & Money Management & Leadership Fast, FREE Delivery Buy new: $26.06 List Price: $29.99 Details Save: $3.93 (13%) FREE Grow it by expanding the category potential. The timeframe for evacuation depends on how fast the storm is approaching and the layout of the venue (the timeframe needed for everyone to seek safe shelter). The Law of the Category If you cant be first in a category, set up a new category you can be first in. 10. Apple took 93% of the profits in smartphones. The CEO or equivalent leader has to be the driver of category design. Define the problem in such a way that only you can solve it. If all three are strong and working in synch, they reinforce one another and create a compounding effect on both the company and market. Heres how our second lightning strike turned out: While every lightning strike will be different, there are some principles that should apply regardless of specifics. Youll come up with lots of crazy ideas, which is great fun. William Kent Krueger talked about his 2021 book, "Lightning Strike, at Talking Volumes. You want these biases working in your favor. Connect with John on LinkedIn. Category designers are master storytellers and the story they tell is a Point of View. Once you commit to the new category, there is no turning back. If thunderstorms are forecast, organizers should consider canceling or postponing the activity or event. Step 7: Geter Done The biggest challenge is getting everyone to the moment of the lightning strike so everything is in place and works as it should. If you can hear thunder, the storm is close enough for lightning to strike. Disruptive Design How to Design a Business That Dominates Its Niche Follow this new concept in strategic decision-making that goes beyond innovation and disruption. Because electrical charges can linger in clouds after a thunderstorm has seemingly passed, experts agree that people should wait at least 30 minutes after the last thunder before resuming outdoor activities. May 30, 2023 2:00 PM. Develop and practice lightning strike prevention and treatment protocols as part of your EAP. We call it the category lifecycle: In a markets earliest stage, the number of companies in the space explodes. Can you give us an outline of the process? Call 911 for medical help. Please enable scripts and reload this page. Most often, direct strikes occur to victims who are in open areas. Thank goodness we used an outstanding agency called Hackstone, or we never would have gotten it done! Use human words, not business or technology words. Train, certify, make it religion, conditional for employment. It can be tied to a product unveiling or a new round of funding. They introduce the world to a new category of product or servicelike Clarence Birdseye creating the very idea of frozen food a century ago or Uber defining on-demand transportation in recent years. Call 911 for medical help. One way to get shelf space in the brain is to do something so big and audacious, it gets the target audiences attention and establishes a thought that goes like this: That company understands my problem better than any other, and must have the solution.. By far my favorite podcast really enjoy the straightforward, no BS conversations- iTunes Reviewer, #1 Podcast for a reason- iTunes Reviewer, This is not your average self help podcast- iTunes Reviewer, Quite frankly, unlike any other podcast- iTunes Reviewer, "Real conversations with no bullshit - the guests get driven away from their standard form responses, and irreverence is valued"- Podcast Listener, "I listen during my commute. A CEO has limited time and mental resources, and devoting them primarily to product design at the beginning is probably the best move. Play Bigger Coaches, trainers, and field managers who are responsible for several locations will find this CoachSmart incredibly useful! John Rougeux is a Category Designer-at-Large at Category Design Advisors. American Academy of Pediatrics (Copyright 2016). Lightning Strikes condition the entire market and anchor your targets in your category definition and point of view. Listen to customers so that you understand what the root problem is rather than just doing the solution, because if we just do what were told, they wouldnt need us, and if they didnt need us, we wouldnt be able to generate the kind of profitability and competitive advantage that it takes to define a category. He is an Assistant Professor of Pediatrics and Orthopaedics at Vanderbilt University Medical Center and the Monroe Carell Jr. Children's Hospital at Vanderbilt where he specializes in pediatric sports medicine. Lightning Strike Now that work has to be transferred into print and infused into everything the company presents. Now, lets talk about how to stand out; An excerpt from Play Bigger reads: A great lightning strike is a category-defining event. This results in many companies attacking new markets in remarkably similar ways by focusing on two dimensions: 1) Build great products (and technology) 2) Build a great company. If you feel your skin tingling, you are in more immediate danger. These influencers not only helped us get the word out, the credibility they added helped drive sales. You may be trying to access this site from a secured browser on the server. The film will still have an impact, but without a strong push out of the gate, some of the lightning was taken out of our strike. Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger. Step 6: Evaluate and Keep Going Look for signs of your strikes impact on competitors and pour gas on those fires. Underworld. It could be a manufactured industry summit for the sole purpose of the strike.. What will the strike deliver? Remember that thunderstorms and lightning aren't the only weather hazards. Subscribe. What should be done if someone is struck by lightning? In the event of impending thunderstorms, those in control of the event/venue should cancel the event, warn participants and spectators of the lightning danger, and specifically instruct on the proper procedure for evacuation. The story evokes something different from what came before, not just better., Category design is marketing, public relations, and advertising when it is all focused on conditioning the market to desire and need whatever youre giving it. 647K views 7 months ago. The purpose of packaging and presenting a category design document is to refine it, nail it down, and get complete buy-in. Step 3: Take Advantage of Time 610 year window to become king. 12 Minutes of Extreme Lightning Strikes. Free access to maps of former thunderstorms. Lightning Information for Organized Sporting Events. Find CoachSmart on iTunes. If youre running out of category potential and need to expand it in a meaningful way, then its time for your company to go back to the start of this book and go through category design once again. Once a mind is made up, it rarely, if ever, changes. They replace our current point of view on the world with a new point of view. Put another way: winning companies today market the problem, not just the solution. March 4, 2023. William Kent Krueger talked about his 2021 book, "Lightning Strike, at Talking Volumes. They identify a new problem or an old problem that can be solved in a new way. The CEO has to throw all of her political capital behind the lightning strike. Categories evolve in a predetermined manner. There is an emerging consensus in Silicon Valley that there is too much at stake to leave the category un-designed. A POV tells the world youre a company on a mission, not a missionary company looking to make money any way it can. I dont have time to listen to podcasts, but I make the time to listen to this one- iTunes Reviewer, So, so good!!! A category king builds an ecosystem, and the ecosystem in turn adds momentum to the flywheel. How the company and product are different, How the company will create the product that solves the problem. When you begin looking for the right lightning strike idea, its tempting to go right into the brainstorming phase. lightning But I suggest starting with a simple question: What do we want to change in the minds of our audience?. To hear more about specific real-life lightning strikes event, download and listen to this episode. Some other tasks that have to get done in the run-up to the strike include creating new sales decks; writing and producing the lightning strike press materials; updating the brand so it lines up with the POV; preparing analysts so they understand the use cases, company, and category strategy; nailing the growth hacking approaches required to drive digital metrics; and readying the company website so it reflects the POV and takes full advantage of the strike. They know that markets can only evolve as fast as perception and human behavior can evolve. We found a simple way to do this at BombBomb. Event Planner. Lightning Strikes condition the entire market and anchor your targets in your category definition and point of view. What should be done if someone is struck by lightning. Character-driven stories with emotional content result in a better understanding of the key points a speaker wishes to make and enable better recall of these points weeks laterIn terms of making an impact, [storytelling] blows the standard PowerPoint presentation to bits. Larger competitors have time, start-ups dont. Real Time Lightning The Law of the Mind Its better to be first in the mind than to be first in the marketplace. Follow the 30/30 rule. Step 1: Who? In that sense, a problem is a category. Lightning will terrify you after watching this. Lightning can strike and injure players and spectators in outdoor stadiums during a sporting event. Power it with lightning strikes and mobilizations. That is ultimately what is in it for you, your employees, and your stakeholders. This site complies with the HONcode standard for trustworthy health information: verify here. Flywheel of additional benefits widens the gap for category kings. It tells the world that this company the one initiating the strike knows how to define the problem and knows how to solve it. Lightning & Sports Safety: When Thunder Roars But for the smartest pirates, dreamers, and innovators on the planet, disruption is never the goal. That container is a category. Lightning safety plans should specify that someone be designated to monitor the weather for lightning. Your customers are already bought into what your brand stands for, so who better to help you create momentum for your lightning strike? 8.3K. Trees, flagpoles/light poles, tents, bleachers, dugouts, storage sheds, and open garages are not safe shelters! Check out other weather apps and resources. The first to define and develop a category is a category king to be followed. 1. by Chris Krenn @Chris_Krenn / TampaBayLightning.com. Amazon.com: Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets: 9780062407610: Ramadan, Al, Peterson, Dave, Lochhead, Christopher, Maney, Kevin: Books Books Business & Money Management & Leadership Fast, FREE Delivery Buy new: $26.06 List Price: $29.99 Details Save: $3.93 (13%) FREE Lightning Strike The Big Fish Software is part of the Big Fish Offerings. WARNING: 7-minutes of extremely close lightning strikes. This applies to politics as well (laughs). Design a Business That Dominates Its Niche To keep the flywheel spinning true and not flying off its axis, a king needs a strong POV. The Law of the Ladder The strategy to use depends on which rung you occupy on the ladder. 2.
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