Dear Portland Craft of Business Summit participant,
This is a follow-up to our workshop on the 13th and 14th of this month at Portland's Ace Hotel.
1. First, a reminder about homework.
When we met I asked you to make the time to do a two-part homework assignment:
The first is to reach out to at least three clients and conduct a "dialog interview". I assure you that the hardest part of this assignment is getting over your reluctance and simply reaching out. To coach you in setting up and conducting the interview here's a blog post on the topic.
After you have talked to your clients, the second part of the homework is to revisit the brand promise you began to develop at the Ace. Our goal is to refine the promise in anticipation of sharing it in a group setting in an online webinar early next month.
A note about this exercise. When I presented this assignment I suggested that you may want to reach out to your workgroup for support. In hindsight I'm not sure that the workgroups provided a lot of value. So, instead, if you have questions as you do the exercise, do not hesitate to reach out to me directly.
2. Toward the end of the workshop I shared with you a Clarity Brand Study that my team had recently completed for a social service agency. Many expressed and interest in having access to the study for their own edification. In hindsight I feel uncomfortable sharing such proprietary client information, but I'm glad to share a series of studies that have been stripped of client id.
This is a series because it spans a number of years. Study number one (the one with two millennials showing each other their phones) was done first. Two years later, after two years of sales data, we updated the study (the one with two millennials looking straight at the camera). The third deck, the one with white type on blue background, is the results of a standalone dialog interview exercise.
3. Schedule for the follow-up webinar. The intention of this 60 minute online gathering is to give you a chance to share your learning experiences to date, ask questions as they emerge, and to test-drive your evolving brand promise.
We will meet at 2 PM Pacific time on Wednesday, December 13. Please RSVP to me at this email address. I will then send call-in details to all participants directly.
4. Finally, so that can I learn and improve, I ask you to take just a few minutes to answer this survey. It's short, there are only 8 questions. It will take less than three minutes. Really, really short survey.
Thank you for being such a great class. I really had fun meeting you, and sharing what I'm learning about branding, a powerful and too often underutilized art and science.
Warmly,
Mitch
P.S. I've taken the liberty of subscribing you to my weekly newsletter. I'd love to hear your reactions to that missive as well.
Mitch Anthony
Clarity
Working where mission fuels message
1.413.530.6978
mitch@clarity-first.com
http://clarity-first.com
https://twitter.com/MitchAnthony
www.linkedin.com/in/mitchanthony/
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