0:04We're doing a lot of work on value propositions um with many of our clients at the moment. So, we're going to share with you the playbook behind irresistible value propositions. Uh I hope you're looking forward to it.
0:15We are. Um, I'm Carol Hill, associate partner at Strategizer, and I'm joined by Alex, uh, founder and CEO, you know him, and also Kurt, who's been on a couple of last calls as well, one of our, um, fantastic playbook designers.
0:30Um, so today in this webinar, we're going to talk about generating value propositions with AI. We're going to talk about designing value propositions and we're going to talk about some of the work that we've been doing with customized enterprise playbooks. What a title. Um and then of course as per usual we will have some time at the end for Q&A.
0:55So just a bit of housekeeping uh to remember we're going to share lots of information with you today and we'll have some mentees and other opportunities for interactivity.
1:06As you have questions, please do put them into the Q&A um in your navigation toolbar. Um those questions we can actually um make sure we're prioritizing for the Q&A at the end. And if you have any kind of chats or comments that you want to share with us throughout, put those into the chat and then we can just make sure that we're looking at the right thing while we are um sharing this with you. Um Alex, did you want to talk about the playbook library um ahead of
1:38Yeah, I can just quickly uh jump in while we leave your slide up. So today, um Kurt is going to show a couple of those uh playbooks of the playbook library. Our goal is to populate, you know, all of the best things we do and put them into the playbook library. And the big shift is that we're not writing any books anymore. So I'm not in the business of writing books anymore, sharing that in books. But we do want to share, we're sharing all those things in
2:06our playbook library. So today you're actually going to see some new tools that we're going to share and the only place we're sharing them are in the playbooks directly to apply them. So it's very different format. It's very outcome oriented. But all of the newest work we're up to sharing it. We're actually going to share it much faster than we do with uh with books because they will all go into our playbook library. And that's where, you know, Kurt has to do some heavy lifting together with me and others and Latif
2:36and uh and we're gonna get everybody into this, right? Carol gonna write some playbooks together and put them into the library. So today you'll see a couple of playbooks around value proposition. So this is a code to give you access to the entire playbook library. So it's one code, one subscription, all of Strategizer playbooks. So almost like you get the steroids of all the books and beyond because the best stuff is what we're creating right now.
3:02And just to add one thing real quick there we talked about for this webinar this is the playbook behind irresistible value propositions. We probably should have said the playbooks. It's not as good of a title but there's multiple playbooks that we're even going to look at. And if you are interested in custom playbooks for your organization we do have that option as well. We'll touch on that more at the end. So I think there might be a poll from Jerry if you are interested and you can kind of fill that out.
3:28And super exciting that the the we're doing quite a lot of customized or custom playbooks for companies to roll it out at scale over hundreds and hundreds of people. Uh because a lot of people if we take value propositions they have to work on value propositions from marketers to product owners to communicators even to the agencies that they work with. So beyond making it accessible to everybody, we have some that are private just to uh our bigger clients.
3:56Absolutely. Super exciting stuff. Um great. So let's just move on then to one more little um plug for the boot camp. Um and Alex, this is you picture of you on it. So I don't know if you want to speak to that one as well.
4:13Yeah. Do we have a boot camp slide? This one is on the um master classes.
4:17Oh, sorry. No, this is boot camp.
4:21Okay. Oh, so yeah. So, we call it high impact. Oh, sorry. That's my wrong. I was I'm not good at reading. I saw my picture and got confused. So, we're running a boot camp on the on the top of a mountain. It's a full week locked in on top of the mountain. Locked in because actually there's no cable car going down after 4:00. Uh you're going to be able to work with uh Tendai, myself. We're going to be a whole strategizer team there. And in particular, they're going to be peers
4:49and we're going to go deep deep deep on all of the tools, all the process, all of the playbooks. So, you know, you we go that extra level. We share all of our secrets. We actually want, you know, people from companies, but also coaches and consultants. Doesn't matter if you're a freelance or if you're working at, you know, Boehner, Price, Waterhouse, Coopers. We're fine to share our secrets because we're in the business of selling playbooks. Uh, not just consulting. We still work with our clients of course because they want us
5:19to, but we want others. We want to increase the impact. So, one week with, you know, the creme of practitioners and our work and an opportunity to have really deep conversations. So, that's what the boot camp is about. Brilliant. That's great. Um, perfect. So, I think we're going to move into our first mentee and Alex Ken, it's over to you. You're doing all the heavy lifting today.
5:44Yeah. So, um, if we just, uh, maximize my screen if you unshare. So, um, just go and tell us who's here today. Okay, who's here today? So, pick a category.
5:58Um, are you a business leader? Are you a tech leader? Are you a sales leader? Are you a marketing leader? Are you a product leader? Are you an innovation leader? Are you an innovation coach consultant? Are you general coach consultant or other? And if you're in other, why don't you type into the chat window, you know, um who you are, what you do.
6:19So, we like um having this shared so that uh we get a bit of a feel of who's here because that influences our work obviously. Um and we're also going to ask you some product questions at the end. so that we can improve our playbooks for you. But we're going to share quite a lot around the playbooks so that you can uh im implement them. Oh, we got behavioral scientists. Love it. Okay. Consultants, business leader.
6:47Alex, if you could would you be able to just tell us who's 21% 16 because it's a little hard to read on the screen.
6:54Yeah, the text is small. So, we have general coaches 21%. We have 16% innovation coaches. we have 1616 other and then the the group on the very left is business leaders 15%. And then innovation leaders is the 12%. So we have a bit of a mix. Yeah. Yeah.
7:14My internet connection is not great today. So apologize for that. Good. Back over to you or do we have another question Carol Kurt? Maybe that was just just the one question for now.
7:25Okay then. Let's get get back to content. Oh, this is over to you, Alex, for that first section of content.
7:33Okay. So, well then I need to actually share my slides which just ran out because uh here there we go. So, let me jump in and get started with a a quick story actually to show you how we apply everything that we turn into playbooks as well because it it wouldn't be super credible if we didn't use our own tools, but also be transparent. You know, sometimes we move
8:02away from that and we don't and generally it turns out to be bad when we don't use our own medicine. So, we get sick and we do the things we shouldn't be doing. So the story I want to share is and I think Ash is here as well today. Um he was going to join. Ash is our product leader and myself. We were in London um in August and we were going to work a bit on marketing communications uh for you know the website and I'll
8:32show you a little bit what we did. That was in August and we followed what Curt is actually going to show you as a playbook structure. So our challenge was that we needed to and let me see if I can draw on top of my slide here. So we needed to this is the landing page. So this is the main page for this tab here for playbook subscriptions.
8:55We needed to create content specifically when people would click onto that they would go in and we needed a hero line, a hero paragraph and three bullet points for outcomes. Now this is the result.
9:09Okay. So this is what we designed. So you can see this is the hero line. This is the hero paragraph and this is the three bullet points. And you can see this was for solo practitioners and entrepreneurs. So this was specifically targeted at one segment. What are these playbooks good for? For solo practitioners and entrepreneurs. So now what you could do is you could go
9:36straight to AI and just ask him make a hero title and a hero paragraph and we're going to iterate. But we have a better way of doing this. So what we said is here's a challenge. Formulate a hero line. Formulate a hero paragraph.
9:52Hero stands for just the key thing on a website, right? Hero line, hero paragraph, and three benefits or three outcomes. That was our challenge. And we could have just words smmith based on our tools, but we actually used our tools and then used an LLM, Genai to do that. So how did we do this? We took some ingredients. I call these the value proposition ingredients. We took the customer profile, one of our tools, the value map, that's the left hand side,
10:21the the thing together here is the value proposition canvas. Then we took a list of this. We had to come up with alternative solutions for that one segment solo practitioners and uh entrepreneurs and then we used an LLM um in this case I think we worked with uh Chad GPT if I remember correctly and we threw it into the LLM with a prompt.
10:45I'll show you how we did this. So first one we needed to say okay who are we targeting in this case we said we're going to look at um the text the value proposition for solo practitioners and entrepreneurs what jobs you know are they trying to get done what are the pains and the gains and we'd look at the outcomes the benefits that create value for them so we would do this exercise now we have a new tool which Kurt is going to talk about the value stack so
11:14we use that as And then we took this and threw it into an LLM and with a prompt. So an AI, our AI of choice, in this case it was a chat GPT to generate the value proposition in the sense of the hero line, the hero paragraph and three outcomes. The prompt we used is use the screenshots of what I have here above. Create a hero line, a hero paragraph. Let me get out of the way. A hero wrong one. hero paragraph
11:43and three outcomes that they value. So that was the task. Now, we specifically didn't use uh the playbook because we've done this a couple of times. So, we went really fast, but we used uh the strategizer platform um free form. So, what we did is if I go here and I'll just show you this so you get a bit of a feel if my internet connection holds up.
12:07So what we did is here you can see this is the customer profile and the value map for solo entrepreneurs. So we uh mapped this out and turns out Ash actually um also went back to do a couple more interviews since then so we get even more refined you know jobs pains and gains with evidence. Then we looked at the second thing we looked at is what are all the alternatives that these solo entrepreneurs have different solutions they could use other than
12:37strategizer playbooks and then we did this so-called value stack. So Kurt is going to talk about that bit afterwards where we said this is the number one benefit second layer of benefits third layer of benefits. So I just wanted to show you how that looked like because we used that and then we packaged this into playbooks so that everybody can benefit with this you prompting of the strategizer tools the the concepts. We
13:05then created a spreadsheet where you have solo entrepreneurs, you have the hero line, you have the subhead header or the hero paragraph and you have the bullet points. So all we had to do is take images of those and work with the LLM. Now the question of course is well can we make that easier with a playbook?
13:28And that's what Kurt is going to talk to you a little bit about over the next uh couple of minutes. Um maybe not specifically this playbook but generally how do playbooks work and you know how can you generate value propositions with AI. So that's really um just to give you a bit of an idea that how we use our tools ourselves. And with that I'm going to hand over to you Kurt. Perfect. Yes.
13:53And one thing I did throw in the chat as well and Alice kind of alluded to this a little bit is we always want to validate things like those artifacts, those customer profiles and I will show you actually the playbook that will walk you step by step through that process. So let me share my screen here. And first I context as Alex just was mentioning on first before I show you a playbook on our platform. It's useful if you've never seen one before what a strategizer playbook is so you don't get lost as I'm
14:22showing it to you. So just to quickly give context before I show you the playbook on the platform. Our playbooks you can kind of see in this screen over here. There are four things that I want to point out. We have this timeline here and it's going to scroll down and you're going to have different timeline events as you go. And these are going to provide stepbystep guidance, stepbystep um activities and e-learnings that are going to show you what you need to know as you're kind of going through to reach
14:52that eventual outcome and the different types of timeline events that are along that timeline. First, you're going to have you'll see these teal uh we kind call them like e-learning or expert explanations. And if I show you what that looks like, it's going to be these short explainer videos from our thought leaders that are going to give you just the right context and the content that you need to know to take that next step.
15:17So often you're going to have those expert explanations and then you're going to jump to pre-structured activities where you take that knowledge and immediately put it to use. So, for example, here we have learning about the business small canvas. You're going to practice using it. And then here's an example of there's a workspace that you would navigate into and you're going to be able to have guidance. Again, another video showing you how to use the workspace to do that activity. And then within those workspaces, you can kind of collaborate. So, if I show you what this
15:44looks like on our platform, I can switch over. We actually have so if I highlight one of the playbooks of the 20 or so that we have in the library, we have a playbook called Strong Value Propositions and Differentiation with Gen AI. And if I switch over here, I have it pulled up. And so you'll see here this timeline. If I scroll through, Alex was kind of talking earlier about customer profiles, mapping out your customer profile. We also want to make
16:12sure later, can we validate, can we make sure those are right? And if I scroll all the way to the end at the last section, we start looking at how do you craft value propositions using AI. So just to highlight again videos. If you click on some of those videos, we have the workspaces. So this is a little bit of an introduction and the first playbook, but like I mentioned a second ago, we have a whole library of different playbooks around value propositions that you can access and run
16:40through. So, I want to swing it back over to Alex and he's going to kind of hit on another uh one of our playbooks and let me stop sharing so you can take over.
16:50Okay. So, I'm actually not going to share the playbook per se. I'm going to share the kind of foundation from a conceptual point of view of some thinking that even I did and that we didn't turn into a book because we immediately went for the playbook. So together with Kurt, we took this idea of patterns of value creation and instead of, you know, spending years writing a book and then going through a publisher, we made it extremely applicable by putting it into a playbook. So I'll show
17:20you and it's simply the fact that we had I can move here. We had this tool, okay, the value proposition canvas and we had a book called value proposition design.
17:36But we did something in this book here which is newer than these two which is called the invincible company. We created something that we call business model patterns. So these are very similar behaviors across business models that you can use as an inspiration to come up with better business models. Now the thing is that we never created patterns for value propositions and I was a bit holding off hesitating but
18:05then you know there was a point where I went to Eve and said hey let's do it could we create value proposition patterns and we kind of rebaptized them into patterns of value creation and with these patterns we can get you to think more systematically of how you're creating value for customers.
18:25you brainstorm and you take those pieces and then with a value stack, this other tool that we're again we're not putting into books, we're putting them right into playbooks, we show you how to really make your value proposition explicit. So that was the task that we've done this year with Eve. We said, hey, could we take these tools, the book, everything we've learned over the last couple of years and come up with patterns of value creation? And we
18:53actually came up with six patterns of value creation and 27 flavors. And we're using these now in all of our client engagements and is in our master class as well. But we also package them in a playbook because again we you know want to bring them to everybody. So um I think Kurt is going to walk us through the patterns of value creation. Is that correct?
19:19Yes. So super exciting. Here, I'll take over the screen share.
19:24And I feel like people who know me, they know I kind of geek out a little bit. I don't know if you can still see me. I have so many Strategizer books. But what I love lately about the playbooks is we are constantly updating and making changes. So, even with all this content that I'm about to show you, we've literally have worked with enterprises, help them apply these patterns. Alex has then tinkered with it, made it a little bit better. We make updates. We use it again with the next enterprise. We use it at a master class and we keep
19:54updating it. And I think people always are kind of asking like, "Oh, when's the next Strategizer book going to come out?" Like especially, Alex knows me. I nerd out with the the format of these books, the visual spreads and all of that. And we really want to make this point around the playbooks cuz we have so much like people love to hear about our new books, but we have so much of that that's been packaged into playbook.
20:15So, it's really this book version two.
20:17So all this content that you might normally think of in a book and a brand new tool with a value stack that Alex alluded to earlier. Normally in the past 5 10 years ago strategizer would have a new book that would announce that that would have that all out there. We've now made the shift to playbooks where we can immediately get it in your hands and then make updates and continue to put our best thinking into that. So if I look here again at the playbook library, there is a playbook up here in the top right. master the patterns of value
20:46creation. And if I go over when we think about again books to playbooks, we might in the past think about Alex explaining the value stack through the book. But now when we look, I've opened up one of the e-learning videos. We have these short videos that are going to walk you through and again just in time learning, give you the exact content that you need to know to learn this tool to get up to speed with it. And if I look at one of the workspaces. So I'm here now in this
21:15uh excuse me playbook. I can kind of scroll up and down. You see there are different videos that I can click on to learn. And then I can click into the different workspaces. So if I click into one of these workspaces, you see again content that might if you know our books look like something from our books, but we've now packaged it into playbooks and we're going to help you not only learn the content, but apply it and reach an outcome with it. So even here you'll see we have the value stack package in a
21:44pre-structured activity workspace. It's going to guide you through how to use it. And this is actually one of the ones that we use. I have filled in here. This is a customer profile that we have filled out. We vowed with our customers and an actual value sack. So again going back to Alex kind of taking our own medicine. But just to reiterate this is live now. This is our latest thinking.
22:05Super exciting. New tools, new content, all packaged up, ready to go right now on this playbook. And now, one of the things we often get is sometimes folks want to take this content and apply it in their organization. So, I'm going to shift it over to Carol now who's going to talk about what does it mean to have customized enterprise playbooks.
22:26Thank you, Kurt. All right. So I'm just going to share a little bit about some of the work that we've been doing with a number of organizations around value propositions and other things with um customized playbooks. So not straight from the library but using some of the great same great tools um and and processes that we have there.
22:51One moment, one second. I am just going to replace my share. Hold on one second. I I can see you were following my slides. Very cool.
23:02Got got super excited about listening, right?
23:05No. Oh gosh. Hold on. It's all gone wrong. One second.
23:11That's the experimentation which we're very good at.
23:15One minute. One minute. Apologies.
23:18So, one of the things while it's okay, while Carol is is kind of getting into this, um, you know, I think what what um Kurt said is something I would want to emphasize because we learn every single time we work, you know, we do a master class, we work with clients, we have conversations. So we try to update these playbooks constantly and Kurt is often on the receiving end because you know um he has to then implement some of this
23:48but what I love and you write a blog post about this or LinkedIn post right Kurt said the exciting part is that we don't just leave it the way it is now some playbooks are a little bit behind our practice but the goal is is like software as a service that we can update this constantly for you so you always get access to our very very best practices which is impossible with books and books are like very dense a lot of content here we help you work towards outcomes based on what we know works and what doesn't work
24:17over to you Carol perfect and just to finish on that as well we are literally iterating on some of these tools in between workshops as we're getting live feedback from from some of our from some of our clients right so as soon as we take that get that feedback we're we're use using it okay now I'm on the right slide apologies Let's talk about customized enterprise playbooks. So, um I want to just share some of the um learnings that we've had
24:44recently with some of our clients um using value proposition playbooks. Um we have recently coached approximately 10 different product teams um in a very short period of time using some of these newer tools that we have. Um and what we've done is we've put some playbooks together for them. Um, and it's looked something like this, right? Over a couple of weeks, we started with customer understanding and then looking at value and differentiation and
25:13willingness to pay and then kind of putting the story together. Um, and because it's such a short time period, although as Kurt was saying before and Alex has said as well, the important thing is not just putting your ideas on paper around what you believe to be true, but to actually then test it as well. So that testing piece has sat outside of the four weeks. For many of our clients, they weren't able to to put all of that in together. Um but um the plan there's a plan there for them to continue and they can repeat the
25:42playbook as well. So we've had 10 teams over four weeks um doing some asynchronous work ahead of each of the the sessions and then having um coaching sessions with us where we can talk through any questions they have and challenging them to ensure that they're um putting in the information that they really should be doing. and using the tools correctly and thinking really challenging their their mindset.
26:07So the playbook itself looks something like this um where you will you've already seen from Kurt and from Alex what that could look like. Um but having e-learning workspaces and also spaces for for presentations as well. Uh, and these are three of the key aha moments I think that I want to really share with you when we were talking about value propositions. And the first one was really around how many of our clients
26:35are really thinking internally inside out and forgetting to really focus on the customers. So our story was about us and not our customers. And for all of you who've used the value proposition canvas before, you know the circle should not be about us or about your product. It's really about what are the jobs, pains, and gains, and that's where the story should really start. Alex, you piped up there. I don't know if you wanted to say something.
26:59Uh, no. What did I do? I'm not realizing it. Yeah. No. Did I put my hand up? I'm fine. I'm fine.
27:05All good. All good. And then um the second aha moment for for many of um the folks that we were working with was around the table stakes um this new tool that we have. And one thing that we uh asked many of the teams to do was to map out their value proposition as they know it today. Some of the teams already had their product live in the market.
27:29Um and then to tell us what what do you believe your key differentiator is? What are your top three differentiators even?
27:36And they would put that together and then they would use the table stakes um value stack tool to identify what the table stakes were versus their value driver. Um and almost every single time um they found that what they were considering their differentiators were actually table stakes which basically means it's expected. It's what you have to do to just enter the game right. Um so that was a real aha moment for them to think oh this is what all of the other competition is doing as well and
28:05what we thought was unique was in fact not. And then the third is really around what we're talking about with evidence, right? Proof it works isn't proof that they care. So ensuring that when you are gathering evidence that you are gathering the right kind of evidence. So um quite consistently when we talk to clients and we ask what kind of customer evidence do you have around the jobs pains and gains? We often hear about tests that they've done that's feasibility testing that the solution
28:34works that they might want to um use the solution but not about their actual jobs pains and gains. So really all of it is about going back to the basics starting your story with the customers.
28:48And so I just want to show you what this looks like then um very briefly thinking about how we translate that into best practice and what that looks like in the the workspaces as well. So if we think about a best practice really thinking always about starting with the customer or the circle however you want to refer to it um ensuring that you think about your customer before the product um to ensure that you're focusing on that and not really focusing on features and firsts and specifications which is what
29:17we often find when people are talking about their value propositions. So instead of that we really want to see what are the jobs pains and gains what are they trying to do and why does it matter to them what are the outcomes and so in order to do that you might use the customer profile and ensure that you have got your key jobs pains and games ranked and quantified and all the rest of it. So if you were to hide the product name for example is it still
29:45about the customer and really really challenging yourself to think about that. The second one then is focusing on um ensuring that you're not just looking at what's expected but what's different to really ensure that you are um identifying what sets you apart from your competitors. So that value stack as we said before one key value driver a number of reinforcing benefits and at the bottom you're thinking about the table stakes or what's expected um and
30:14that looks something like this which is prepopulated with um a a madeup product that I put together on a travel um coffee mug for commuters.
30:27Okay. And the um last one is around buyers and really thinking about um not just one buyer or decision maker but the whole ecosystem. So especially in B2B but also in DTOC you can have a number of stakeholders who are going to um have some um part in the decision to buy. So you are looking at um decision makers, budget holders, influencers, end users, channel partners, saboturs, right? all
30:56those folks can be shaping that. So this new tool is also really interesting the buyer decision map to identify who are those stakeholders that are that will have some kind of impact on the decision to buy. What is the criteria? What are the conditions and what do you know about the the budget? One thing that's super interesting here is really thinking about what else is competing for the budget. So really stretching you and challenging you to think outside of
31:26your particular product.
31:29And then the final one um is evidence before claims. So really again thinking about the difference between say and do evidence. Uh we all know what they say and what they do is different. So listen to what they say, pay attention to what they do, and ensure that you're gathering the right kinds of evidence at the right time so that you're not just thinking about fantasy. And that's um what we've been doing. And if you're interested, there's two ways as as we've
31:58said before that you can do this with your teams. We have playbooks that are coached and we have playbooks that you can use on your own that are self-guided um in the library and also customizable. So with that, I think I am going to now um hand it over to Kurt.
32:15Yes, I can jump back in. So kind of building on this idea of this customized playbook piece, I want to talk about something super super exciting is the fact that we now have custom organization libraries. And what I mean by this is so often people look at our books, they look at our content, they like the tools, and they then have to figure out how do I implement this? How do I set this up in my organization? And obviously, if we come in and do a custom enterprise playbook for you, we're figuring out how to make it fit into
32:45your context. How do we take the Strategizer methodology and toolkit and make sure it fits and gels with your processes and what you currently have there? And a piece of this that I want to show you is the ability to have custom organization libraries. So, if I just look at what this looks like, seems like such a simple thing. If I go to our projects page and you'll see here there are two different sections and I just want to call out again such a simple thing but we can have cohorts. So as Carol was mentioning you can have us
33:14come in we can kind of walk you through whether there are existing playbooks or customized ones. But a new thing that we have that we've made even more accessible to anyone which when we think about transforming an organization using these tools using these methodologies you want to think about doing this at scale and having the ability to now have a custom playbook library for your organization. We have the ability now and we're starting to do this with orgs to do that at scale. So I want to show you what that looks like. So if I was to
33:41click in here. So cohorts, this is where you can run live workshops and sprints, be guided step-by-step with live coaching. Now the custom playbook library, you can either pull in existing strategizer playbooks that we have from our library or you can have customized ones built for your enterprise that are custom fit. So if I come into this uh new view of this project, you can see here I loaded up a couple playbooks already. You see the one I mentioned
34:10earlier around value props with AI master the patterns of value creation.
34:15But if I was to click here on run a playbook, I set this up. So right now this is just kind of a webinar demo. But you could imagine this would be your organization and you could pick which playbooks and we can custom set up the list of playbooks that you can run. But one of the things you can do is now have org specific playbooks. And this to me is super exciting because it allows you to take and apply what we have with Strategizer to your organization's context. So if I shift over here, I can show you a little bit of what this looks
34:45like. So if I am here, we have different cohorts. Maybe you're running some workshops, some sprints with us. You can also get people used to these playbooks and have them come in here. If I click on run a playbook here, it's then going to allow, and this is where if you had org specific playbooks, you could then set up those playbooks to be able to be used across your organization as needed and they can run those async. So, we have the ability to run the live ones.
35:13We have the async libraries and these custom libraries. The reason I get excited about this is because it's allowing people to access our best practices at scale in a customized way for their organization because so many times people come to something like a master class with us and they say this is great. I love these tools. I'm using it with my team but how do I scale this across my organization and this is a huge step forward for us to allow that on our platform.
35:40Alex, did you want to jump in?
35:42Yeah. So just a quick comment um to give you a real case since we're talking about value propositions. So uh we're working with one organization where we're asking us okay what kind of value proposition playbooks does this organization need. So maybe we have one playbook like the one we're implementing at scale right now is the full process and it takes some time to go you know what Carol just said customer value proposition differentiation
36:11but then what if you have little time and you need in three weeks to get go as fast as you can to validate your your value proposition. Well, then you could have a short playbook, a sprint. So, you can pick and choose the right kind of process if you want for the right kind of context. So, that's what gets us excited about these custom playbook libraries because in an organization, you'll define what are the three or four
36:40contexts and outcomes we want to achieve. Let's design a playbook for each one. One is maybe for leaders to assess playbooks. Another one or to assess value propositions. Apologies.
36:52One is if we have three weeks, what's the best way to get the fastest evidence? One is the full monty, right?
36:58How can we go? So, this is really really powerful because it's very outcome oriented. And when it comes to value propositions, it's the one of the reasons why we chose those that theme today. It's so important across organizations that it's not good enough to hand out a couple of books. Like we love it when people get our books. um we put a lot of effort into them but it's very hard to change an organization based on books. That's why we pivoted to
37:27playbooks so that we can get organizations to work to certain outcomes and that's for organizations or coaches. We had quite a lot of coaches here. Use the playbooks with your clients, right? You get the best of what we do and you can make money from coaching them. You'll make a lot more money than a license of a playbook. So we're doing this also to self-disrupt.
37:48So other coaches and consultants can get our secret sauce and apply it to clients.
37:55I just wanted to add one point to that as well and that is that we we were talking to a client the other day who said we we attended a a training. It was great. We learned all about jobs, pains and gains. Um and and the team took away some great learnings. And so the key thing that these playbooks do is it's it's different from books or just it's not just a training. It's actually getting teams to then use it on repeat.
38:18So the playbooks are there and they have them they can access them when they need them, right? And repeat them and actually do it to achieve the outcomes as Alex was saying. So and Rick was asking, "Where can I find the video that explains the value stack?" Well, guess where? You can get them in the playbooks. Now, because you're here, you took time for the webinar, I'm quickly going to show you a very basic explanation of the value
38:48stack, but if you really want to learn how to apply these and not just learn, but actually do. So, I have a little bit of analogy of the word learning because, you know, nobody has time to learn. It's all about doing. I'll quickly show you the value stack, but you really get much much more when you go and get the playbook on the value stack and the patterns of value creation. It's very simple, three levels. First one is what's your primary value driver of your products and services. Shouldn't be a
39:16feature. It's the thing, the outcome, the benefit, the main reason customers are going to pick you over alternatives, including doing nothing. Doing nothing is an alternative. So that's the first level. The second level of a value stack is the reinforcing benefits. These might be differentiators, but it's not the reason why customers pick you. It's the additional benefits that strengthen and amplify your primary value driver. And
39:46then we have the table stakes. Somebody was asking what what what do you mean with table stakes? It means these are the expected features and benefits industry standards that customers expect. And in particular when you're innovating and you come up with something new, they want to know that you've covered the table stakes. So let me give you an example. If we take Gmail, so um I'm going to not use the value stack but the value map the value
40:14stack. What's the primary uh value driver? Why did people pick Gmail when they were entering the market and tried to disrupt Hotmail? Well, they gave away one gigabyte storage for free. That was the feature, but the benefit was never delete email again. So, for those of you who are a little bit ear older, this was in 2004 if I remember correctly or 20 2007, something like that. That was
40:43radical. It disrupted the market because it was before storage was free. So that's the key value driver, the primary value driver. But they did a lot of other interesting stuff, but it wasn't the reason why customers would switch.
40:58Like finding messages with Google quality search in your email inbox or conversation threading is also something new that they came up with. great differentiator but it's rarely the reason why people would come and pick you in in this case for web mail and then we have the kind of you know expected things like reliable email delivery sharing files etc. So you can see how you can apply the value stack.
41:25We've been doing it intensively in businessto business and it's honestly been um a gamecher. We came up with this together with Eve. Actually we iterated on the tool with with Genai but it turns out to be an extremely extremely powerful tool. I think Carol, you know, referred to this uh when she was talking about the insights she had with the coaching because uh it's a it's a very fresh and new tool that we've only been applying a lot more recently and
41:54everything we learn around these tools goes into the uh playbooks. So that was one example and I'll throw it back I think to uh Carol to wrap it up. Is that correct?
42:04Yeah, we were going to have a couple of mentees. So actually I'm just going to pass it right back to you. I'll put my screen up for a second just so people can see the screen. Um, but Alex, if you wanted to then throw up the last two questions.
42:19We're going meta with it. We're testing our value prop a little bit here as we talk about irresistible value props. We're again taking our own medicine here. You'll see in a second with the menty.
42:29Okay. Yes. And we're asking a a question that maybe not ideal. We we usually say don't ask would, but it gives us a little bit of an indicator. So, I'm going to get out of the way here. Um, which features of Strategizer playbooks would you find valuable if you don't have them yet? So, uh, give it some scores, you know, jump in. We'd love we'd love we'd love to hear. Um,
42:58I don't know. This is our head of product Ash who set it up. Was it with scoring? Do you have to give points? I can't remember.
43:05You rank. So, you take it and you can move things up or down. So it's a stacked twist right now. And then if it's really important to you, you find it really valuable, move it to the top.
43:13If it's not valuable to you, just drag it down to the bottom.
43:16It's almost like a value stack, right?
43:18To certain extent because you're we should have almost had categories. So you're pulling up what you find most valuable. So um you'd be very helpful while you're doing this. Um we can also answer some questions. I don't know if anything came up, Carol or Kurt, while people We have a couple questions in the Q&A.
43:38Um the first one is around um how do we coach our clients who raise the barrier around organizations not allowing them to enter information, customer information, value prop information into Gen AI platforms for security reasons.
43:57Yeah. So that's that's a huge challenge.
44:01Um let me appear here bug you a little bit. So already what we do is you know we have AI features in our platform but we also know that they're very reluctant to use AI outside of the tools that they already use inside. So what we often do is we work on the objects in our platform. Um and then you know sometimes they're okay with some of the AI features. Sometimes we need to turn them
44:28off and then we copy paste it into for example co-pilot if they use co-pilot because you always have some approved platforms. Are they the best? No. But like we have to work with what's there and when we show the power of this because there's one thing that I'm a big believer in. We're actually getting people to do the work. Create your customer profile. Create a value stack.
44:53When you do the work and you validate those, you're capturing all of the data while you're working, you don't need to do anything else specifically. And that data is the context that AI can use. So when we work with companies, we actually just start to get them there by showing the value of working like this. But we're not the decision makers inside of a company around AI. We can only show what you're losing out on. But there is
45:21a reluctance. Um so we start by using the tools inside the company together with our tool and we often have to kind of copy paste. We are going to work on APIs is a bit more complicated but that's that's as far as we could go.
45:36Perfect. And then we have a another question around uh it's the age-old question. What tool would you recommend the team uses first? They're a startup that needs to define the value proposition and also the product portfolio. Should they start with the value proposition or the business model canvas or another?
45:54Yeah. So, it doesn't matter. You know, I'll tell you why it doesn't matter because you're going to go back and forth between them as anyways. So, if you start with the value proposition, you know what? Then you're going to say, okay, for this value proposition, what business model would we need? And then all of a sudden you realize, oh, it's way too costly. So, you're going to have to go back to the, you know, you're going to navigate between the two. So, it's really iterative. People who think it's a linear process, they've never actually built anything because there's
46:22no way you can say what's first or second because you're going to toggle between these and the best innovators and entrepreneurs. So, uh, Steve Lank is a is a good friend and I remember talking to him about these tools and saying, "Well, Steve, you succeeded. You had multi-billion dollar exit. Well, why do you need these tools?" And he says, "Well, I would have less scars, you know, and and I I wouldn't have made these mistakes." And then when we get into these conversations, it clearly is
46:49what he says, what I say is good entrepreneurs are pattern recognizers. So they intuitively do some of the things we do more explicitly with tools.
47:00But with the tools, you can navigate. So business model canvas is here. You zoom into the value proposition canvas. You zoom into the customer profile. But then maybe you need to zoom out to the competitive environment. So the best people go up, go down, go left, go right. It's not a linear process. So don't worry what comes first and second.
47:20Worry if your customer cares, they care about your value proposition. You can capture value and you know and and with revenue streams and then it becomes a management challenge to scale that. So that's also one of the things with the playbooks. We made them modular in a way that you can go back and forth between the different topics.
47:42Okay. So, I'm going to just kick off the next question uh for you because I think we got a couple of answers. So, the um ones that you picked on top, why are your top ranked features important to you? So, I think this is just a textbased Kurt, is that correct?
48:00Just write in your answers. Yep.
48:04We'll give it a moment of silence so you can start writing. And if we see people starting to write, we're going to answer more questions. So, we're going to make this an incentive game. Okay, maybe there's Yeah, we got examples. Awesome. So, first people writing, you just unlocked more Q&A answers. Awesome. Okay, Carol.
48:35What? What? What else? What else? Let's go. Do you do you have a question that you wanted that that you think is interesting? There's a couple about playbooks. Maybe you want to choose one of them.
48:44There was a question around if my goal is to strengthen my product value proposition to improve win rate, which playbook should I start with? So, they're just looking at all the different playbooks. They see stuff around value scenes, pattern creation, they see the genai. They were wondering about how do they kind of figure out where to start?
49:02What would your recommendation be, Kurt?
49:04One of the things I'll immediately say is we have some homework to do to give your to give you kind of what we call a playlist. So a sequence of playbooks. So we haven't done that yet. That's on us. So part of our our task, but we have so much client work that sometimes we can't get everything right into the library.
49:23But so I would say if there is a sequence, I would always start with the customer. Um because you know the the tools we put there mapping out your customers customer interviews with customer profile interviews. So we have a little feature that's quite cool to run customer profile interviews. I definitely start with that before you go specifically to the value propositions.
49:46Anything you would want to add add?
49:47Yeah, I think to me I would just emphasize that point of like let's make sure we get the basics down. So like mapping out your value proposition canvas, mapping out your customer profile, making sure you have those basics. you have a customer, you know, their jobs, pains, and gains, you validated that those are real, you're providing value for those jobs, pains, and gains. And then as you're kind of getting those basics of developing the value prop, if you want to then look at formulating, and then when you think about improving win rate, maybe you're thinking about, as Alex shared earlier, like the hero page, some landing uh
50:16landing pages, brochures that you're using in your sales materials, maybe the strong value propositions and differentiation with Genai, Gen AI, that one might help you there. But again, we're going to continue to look to add more. But I I would look at those ones. Even though they're basic, some of the ones are like mapping out your customer.
50:34Even though it's basic, I would still make sure you you solidify that. Make sure it's actually evidence-based that those customer jobs, pains, and gains are true.
50:43I was typing an answer here. Noel ask actually asked. So Noel, good good that you're here. um you know is strategizer able to provide customer references who have gone the route you are suggesting to overcome security concerns like for evidence and so so we actually um have quite a lot of customers but we can't publicly advertise them you know chief technology officers of really big companies and they're always happy to
51:10talk to other chief technology officers um you know how those things go people want to talk at the same level so just get in touch with us and uh the you know sales team, customer delivery team can see do we have a reference so always happy to help with that because that is is clear evidence right um so definitely I think we have one more menty question as well one last one yeah okay so let's go to the last one and let's give it a bit more
51:39participation please please please and at the same time um let's just go what's stopping you from purchasing a strategiz izer playbook subscription today. Look at our excitement. Our excitement is not just because we want to sell. Our excitement is genuine. We actually do think that this move from books to playbooks is a quite phenomenal one. So um we're really really really excited about this and we are you know also
52:08looking at how we can you know improve this and increase uh the number of people who try this out because we really really want to get you to benefit because um you know it's stuff we're making accessible to uh customers who are paying hundreds of thousands of dollars. We want to make this accessible to a much much larger group including coaches who can use this with their own clients. So we're almost self-disrupting to a certain extent.
52:37Okay. So while we have this up Yeah. Go ahead.
52:40I was just going to say I just love the meta moment of like a webinar on value props and then we're like testing our value prop and getting information and data and making some getting some evidence from it. I just I love that meta meta moment there and we appreciate appreciate your input like we're really really interested in your feedback. Um Ash again I don't know if he's here because I think he can't unmute as a participant in the in the webinar. Uh we're talking to a lot of customers to understand job spins and
53:09gains better to understand how we can improve playbooks uh because we want to make the pl the the public library as good as the private enterprise library.
53:20Okay. So, um maybe we can launch either the I don't know Jerry if we start with the NPS or with the Shaun Ellis and at the same time maybe one or two very last questions on content around value propositions. So, we have our little Shaun Ellis experiment first. Sean Ellis actually has a very good product market fit test or um value proposition test if you want to shift it away from product towards value creation because value
53:49propositions is how products and services create value. Slight different difference right so we like talking about value propositions not just about products.
54:00Okay. We do have one question that I want to call out around how do you apply this to nonprofits andor NOS's and it's actually a segue into our next webinar a little bit Alex I want to bring that question up.
54:13Cool. Yeah. So first and foremost it's even easier to apply the value proposition stuff to not for profits because we're not looking at how to make money per se. We're looking at customer jobs pains and gains. So doesn't matter if you you know the beneficiaries whoever you're creating value for you're going to have to address their jobs pains and gains. That's number one. And then the benefits also have nothing to do with um the you know forprofit or not for profofit. Where there is a
54:42difference in these playbooks is when we talk about willingness to pay. So you could only apply that to donors which could be you know uh donor countries if you're talking about international organization or donors to a typical kind of not forprofit. Um but that is is the same thing value proposition is even easier. Um I talked about Steve Blank.
55:03Steve Blank actually applies this with the state department in defense. So they have a a thing called hacking for defense where they use these tools as well. Um I do need to remind me get back to Steve. So he actually adopts the value stack as well because we haven't kind of pushed that to to him yet. But definitely the same thing. And quick input, we also have the mission model canvas if you want to, you know, um have a a better I' I'd say an additional alternative to the business model
55:33canvas, which is more um um focused on making money. And then what Kurt is saying, so maybe we can launch the slide, Carol, just so everybody can see it. Um we do have a uh future webinar on something that is relevant for everybody but we're testing it first with a uh and we can talk about this with the police force of Hessen of the state of Hessen that police force including admin is
56:0022,000 people and we created a tool specifically in the process of working with them but a very broad tool called the problem framing m okay awesome. October 29th, we're announcing the problem framing map and the playbook.
56:20And the reason we did this is so that we're under pressure to deliver the playbook because we're doing it again with a uh public client, but we want to make it accessible. It does require a little bit of different work. So, this puts us under pressure that latest on the 29th, hopefully before the problem framing map is one of our playbooks. and Kurt, right? This you like this because it puts pressure.
56:44The clock is ticking. The clock is ticking. Yes, the clock is ticking. Okay. So, um I don't know if Jerry we still have the MPS. I think we did this Sean Ellis. I don't know if we still need to throw up the MPS and we can maybe end with and if we don't that's okay. We end with one last question. We have a minute. Who wants to or is there anything else we need to show? I'm always a bit just one more question. It was about are uh is it possible for a consultant to create specific repeatable playbooks for
57:13different types of customers and can I add my own materials into the playbook?
57:17Yeah, that is coming. So we can discuss that. We we haven't we haven't you know write to us and we'll put you in touch with uh the head of pro product Ash. We do it with some exceptions. We want to make that standard, but it does require some of the things are just not plugandplay yet, but it's absolutely possible because we do it. So, it's possible for everybody. It's just not plug-and-play, but get in touch with us.
57:44We'd be happy to set you up potentially to do that. Um, that is definitely a feature that's coming. So, reach out uh and uh Ash will have a conversation with you. With that, we can maybe just put up the the QR code again so you can get the 20% discount. We're going to send out the videos, the slides, and everything.
58:07Uh, we shall with that say thank you very much. I want to say thank you to my co-hosts Kurt and Carol. Now, I'm big on the screen. Shouldn't be like this. So, if you can unmaximize me and put us up there. Yeah. Okay. So with that, thank you very much for joining today and we will see you on October 28th and hopefully before because we are going to launch the problem framing playbook before the 28th, right Kurt? Are we
58:37going to get Oh yeah, it's it's happening. We have we have a client deadline, so you know it has to happen. That's how we like to get stuff out the door. There we go.
58:44Let's do it. Thanks everybody for joining.
