The 16 Minute th

Revised January 2009

Next live performance @ ASTD

International Conference,
Washington, DC, Summer 2009

 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 1

Let’s start right now creating your
personal brand.

Construct a sign using only graphics or numbers that

illustrates your personal brand. Use the 5X8 cards and
crayons on the table. NO TEXT ALLOWED.
Then describe your brand with others.

 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 2

 Your Agenda

 Discussion
– What’s your brand right now?
– Intersection of brand factors
– Brand Goes Up & Down

 Discovery & Decision

– The Puzzle of Marketing Gravity
– Your new brand environment
– Thinking up a S*M*A*R*T brand

 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 3

 Brands at Top of Mind
 Name a
laundry
detergent

 Name a
carbonated soft
drink beverage

 List personalities recognized

by one-name
 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 4
Brand
Factors Market
Needs

 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 5

 Brand Factors
Market Needs

Skills

 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 6

 Brand Factors
Market
Needs

Passion
Skills

 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 7

Where does your brand
intersect?
Market
Passion 2
Needs
4
1 3

Skills
 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 8
 Get Doug
Caldwell!!!

Get someone close to Doug Caldwell

Get Doug Caldwell if you can.

Get me a young Doug

Caldwell.
Get me that guy Doug Caldwell.

Who’s
Doug
Who’s Doug
Caldwell?
Caldwell?

 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 9

 Creating Marketing Gravity
Pro bono work Commercial
publishing
Products
Alliances
Position
papers
Teaching
Radio
Print Your Services and interviews
interviews
Relationships
Referrals TV
Print appearances
Newsletters
Web 2.0+
Advertising
Third-party
endorsements
Passive
Speaking listings
Trade
association Word of Networking
leadership mouth
Electronic
newsletters
 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 10
 Creating the new
environment for your brand
Trade
publication

TV
speaker interview

Your brand
Trade
association
leadership

 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 11

 Importance of Word of Mouth
“People” (friends, family, or other people) are among
the two or three “best” sources of ideas and
information
“People” “Advertising” Point difference
Restaurants to try 83% 35% 48 points
New meals, dishes to try 73% 24% 49 points
Places to go on visit 71% 33% 38 points
Prescription drugs to try 71% 21% 50 points
Hotels to stay in 63% 27% 36 points
Which brands are best 60% 33% 27 points
Retirement planning 58% 9% 49 points
Saving and investing money 57% 12% 44 points
Finding a new job 47% 54% -7 points
Computer equipment 40% 18% 22 points
Web sites to visit 37% 12% 25 points

 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 12

What’s your S*M*A*R*T* action to have a 16th Minute?

Specific
Measurable
Achievable
Realistic
Timely
= S*M*A*R*T* action
 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 13
 Is your action worth “35” points?

1. Use a 3X5 card

– Write down your SMART action
– Must be completed within 48-72 hours by you.
l Start signal. Get up and exchange cards with many people.
l Stop signal
– FREEZE, find a partner
– Discuss the ideas on the two cards and award points.
– Split seven points in any combination [0 + 7, 5 + 2, 4 + 3 ] between the
two cards.
– Write the score [0-7] for that idea on the back of that card.
l Repeat exchanges/scoring four more times
l After fifth round, return to your seat, add up score on the card.

 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 14

 Moving organizations from
conversations to action

• Doug Caldwell
• +1.214.641.4084
• doug@dougcaldwell.net
• www.dougcaldwell.net
• View/download this show @ www.slideshare.net

 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 15

 Credits
•Organizational Consulting, Alan Weiss, Wiley & Sons, 2003.
•How to Establish a Unique Brand in the Consulting Profession,
Alan Weiss, Wiley & Sons, 2008.
•Value-Based Fees:How to Charge and Get What You are Worth,
Alan Weiss, Wiley & Sons, 2008.
•The Influentials, Ed Keller and Jon Berry, The Free Press, 2003.

 Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084. 16