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Apply your marketing themes to a contentframework •Invent potential marketing themes thatwould leverage both your business goals andsuccess factors from previous marketing initiatives.
Example: Our firm will help prospects rethink innovationin the pharma industry
1.2.3.•Take a second look at your list of potentialmarketing themes. Which one holds the most initialpromise, when considered in the context of theexternal marketplace? Write that theme downhere:
Example: Our firm will help prospects rethink innovation in the pharma industry
Now,
restate that theme
. Turn it into a predictive,prescriptive or provocative statement. (This may feeluncomfortable. Do it anyway.)
Example: SuccessfulPharma CEOs will invest more dollars in fewer drugs in2010
Test your theme/Point of View against a storyframework.
Choose 3 of the following examples
:
•
Could it become an
instructive story or a lessonlearned?
If yes, describe:
Example: 2009 RecessionChanges Pharma CEOs’ R&D priorities
•
Could it become a
“what‐if” scenario?
Describe:Example: Will Pharma CEOs Finally Solve the PipelineProblem?
•
Could it become an
underdog story
? Or, are youa “Goliath” that’s helping the little guy? Describe:
Example: Small
Pharmas could hold the key to thehealthcare conundrum
•
Could it be a
romance
? In business, many kinds of “marriages” exist. Describe:
Example: Expect Pharmas to acquire fewer biotechs in 2010
•
Could it be the story of a
villain
? If there is a badguy or bad situation, leverage it. Describe:
Example:Recession’s silver lining: Pharma Boards give CEOs permission for radical R&D changes
•
Could it be the story of a
hero
? Or even better, the
unexpected hero
? Describe:
Example: Pharma’smiddle mgmt layer may hold the keys to solving theR&D dilemma
•
Is it a theme that lends itself to
visualrepresentation
? Describe:
Example: Create a bar chart that demonstrates cost of failing pipeline, thencreate secondary image (e.g., another chart) that shows how your strategy will help to solve that
Use your conclusions to build a
story inventory:
Pre‐existing content that lends itself to this theme and can beupdated:
Example: 2009 speech listed several opportunities tosolve pharma R&D challenges
1.2.3.4.5.Content Gaps
that must be filled to fully support themarketing theme:
Example: Do not currently havecontent that ties industry R&D concerns to regulatory trends; create piece that helps make correlation
1.2.3.4.5.Apply your marketing themes to a contentframework •Invent potential marketing themes that wouldleverage both your contribution goals for thisemployer (what you can do for the employer) andsuccess factors from previous jobs.
Example: Iconstruct dynamic, top-producing sales organizationsthrough proven leadership and management style,strategic partnering, design of tactical sales initiatives,and implementation of key account-management methodologies.
1.2.3.•Take a second look at your list of potentialmarketing themes. Which one holds the most initialpromise, when considered in the context of theexternal marketplace? Write that theme down here:
Example: I construct dynamic, top-producing salesorganizations through proven leadership and management style, strategic partnering, design of tacticalsales initiatives, and implementation of key account-management methodologies.
Now,
restate that theme
. Turn it into a predictive,prescriptive or provocative statement. (This may feeluncomfortable. Do it anyway.)
Example: I will transform your sales organization to enable you to capture market share.
Test your theme/Point of View against a storyframework.
Choose 3 of the following examples
:
•
Could it become an
instructive story or a lessonlearned?
If yes, describe:
Example: Tell a story of asales lesson you learned that led to later success.
•
Could it become a
“what‐if” scenario?
Describe:Example: What if I could solve your sales-management problems? (Tell story of how you’vedone that for a past employer).
•
Could it become an
underdog story
? Or, are you a“Goliath” that’s helping the little guy? Describe:
Example: Tell a story of how you led a small company to grab market share in a field of much larger competitors.
•
Could it be a
romance
? Describe:
Example: Tellthe story of how you are the perfect match for theemployer.
•
Could it be the story of a
villain
? If there is a badguy or bad situation, leverage it. Describe:
Example:Tell how your sales leadership has enabled the salesteam to hold its own even in the face of a downturned economy.
•
Could it be the story of a
hero
? Or even better, the
unexpected hero
? Describe:
Example: In a job-search situation,
you
are the hero who increased sales and turned the company around. Or perhaps you managed a problematic member of the salesteam to become an unexpected hero.
•
Is it a theme that lends itself to
visualrepresentation
? Describe:
Example: Create a bar chart that shows how your leadership has enabled your team to increase sales year over year.
Use your conclusions to build a
story inventory:
Pre‐existing content that lends itself to this theme and can beupdated:
Example: You’ll use these stories in your resume, cover letter, and interviews.
1.2.3.4.
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