If you want to live life and love your work to the fullest, you can live your dream if you make it happen. This presentation was shared by author Chris Stevens, founding principal of Keurig Coffee Inc., at the Michiana Chapter of the American Marketing Association’s monthly luncheon on Tuesday, Jan. 21, 2014.
The goal of Mr. Stevens’ presentation is to inspire marketers and others to pursue their passion, whether they are entrepreneurs or “intra-preneurs”―or want to be. Chris has done both and will share lessons from his own career for marketers and nonmarketers alike.
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Livin The Dream Leadership and Learning are Indispensable to
each other- JFK
Keurig started as a dream 18 years ago 2
Its now a $5 billion brand Green Mountain Coffee Roasters is
actually changing the name of the company to Keurig Green Mountain,
Inc 3
4
Great Marketing Leaders Come in all Shapes and Vocations 5
Living your dream requires leadership you need to lead people
and manage processes to succeed Accounting? Finance? Marketing?
Sales? Consulting? IT Management? Law? Teaching? Coaching?
Medicine? Non-Profit or some area of Sustainability Anything you
so/choose to do, you will need to learn the technical aspects of
that field and after that it is about Managing processes strategic
thinking leading people thru change 6
What kind of a leader do you want to be? Different leaders have
different styles http://www.youtube.com/watch?v=I14b-C67EXY
http://www.youtube.com/watch?v=AuL2wu7j7vs 7
What do you think is the #1 reason that most new business
ventures fail? 8
They didnt sell enough!!! 9
You have to adapt to change and lead change processes and
people IBM adapted to changing times Wang did not Bed Bath and
Beyond went beyond Linens N Things did not Kodak and Polaroid didnt
adapt to the digital age Lehman Brothers, Bear Stearns got careless
Best Buy diversified Tweeter did not Toyota was on top Ford was
almost out of business look at them today 10
Some Big Companies Have Some Big Current Challenges 11
The world as we have created it is a process of our thinking.
It cannot be changed without changing our thinking. Albert Einstein
Successful Marketers Think Differently 12
Great Marketers become experts at Critical Thinking*** Ask the
right questions Evaluate the information given Gather evidence Draw
from our reasoning and existing knowledge Explore options to arrive
at thoughtful solutions based on evidence Exercise- There is one
light bulb inside a room. You are outside the room and are unable
to see if the light is on or off. In front of you, there are three
switches, all of them in the off position. Your challenge is to
find out which of the three switches controls the light bulb in the
room- yet you are permitted to enter the room only once. After you
open the door, you may not touch the switches. How do you figure
out which of the three switches controls the light bulb. Break into
teams of four and take 10 minutes to discuss *** Source:
Management- Neck, Lattimer, Houghtton 13
In 5 seconds, how many Fs are there in this sentence? FINISHED
FILES ARE THE RE- SULT OF YEARS OF SCIENTIF- IC STUDY COMBINED WITH
THE EXPERIENCE OF YEARS. FINISHED FILES ARE THE RE-SULT OF YEARS OF
SCIENTIF- IC STUDY COMBINED WITH THE EXPERIENCE OF YEARS. 14
Converse All=Stars Converse All-Stars 1970 the athletic shoe of
choice Strategy Functional Mens Athletic Shoe Variety High or
low-cut Black or white 15
Then along came 16
Converse Today Strategy Stylin for everyone!!! 17
This term I have @ 300 students in 4 classes Principles of
Management, Business Problem Solving, Change Management Name a
brand/company that was on top 10 years ago that is gone Name a
brand/company that barely existed 10 years ago that is a leader The
world is changing and we need to change with it- we need to create
it! 85 billionaires have more wealth than the poorest of the world
More babies of minority descent are born in the US annually than
whites Boomers are aging, Hispanics will 20% of the pop. in a few
years iMillennials have only known technology- texting, smart
phones, Cloud Data security will continue to be a major risk to all
companies U.S. debt will quickly be $20 trillion- how long can the
market stay strong? of all Government spending is borrowed from
China What happens if the dollar ceases being the worlds reserve
currency? What will be the next dot-com, smart phone, Cloud? I.T.
used to support the business- today I.T. IS the business- SAP CEO
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What do you see and what do you think of? 19
Creativity Creates Memorable brands Tastes great less filling
Whats in your wallet? Im loving it! Every kiss begins with ________
I cant believe he went to _______ The Ultimate Driving Machine 15
minutes can save you 15% on car insurance Youre in good hands with
____ Well leave the light on for you Discount double-check! Its not
complicated! What do you think this is a ______ ___? You can deal
with this or you can deal with that Youre gonna like the way you
look I guarantee it 20 Stay thirsty, my friends
This 18 minute Ted Talk I hope will help aide your journey It
certainly guides my thinking these days Simon Sinek The Golden
Circle http://www.youtube.com/watch?v=mqZyg2XAmDk 21
The Road of a Breakthrough brand Early 90s, John Sylvan, Peter
Dragone, Dick Sweeney develop Keurig concept Why do we brew coffee
a pot at a time but drink it a cup at a time? I joined the
co-founders in 96 to bring it to life but the brewer/pkg. line
didnt work We had 11 months and $1M to redesign brewer and
packaging line or shut it down 7 days a week for a year, we
redesigned everything and beta tested it in 25 locations Launched
in January 98 12 brewers and 40 cases of hand made K-Cups in NYC
Sold to offices first.. Theme- Coffee House Taste by the Cup Keurig
strategic advantages- variety, freshness, convenience, no waste, no
clean-up Classic razor/razor blade strategy- launched first with 8
Green Mountain coffees Added more lines of coffee- Gloria Jeans,
Millstone, Timothys. Tullys, Van Houtte Launched in Canada and in
Asia with a joint venture with UCC in 2001 Launched consumer model
in 2003; launched Bigelow and Celestial teas & Hot Cocoa First
year of profitability 2005; sold to GMCR in 2006 for 160x earnings
Over next four years, GMCR bought other roaster brands; launched
Brewed Over Ice Formed licensing deals with Cuisinart, Mr. Coffee,
Starbucks, Dunkin, Folgers, Snapple Most recent licensing partners-
Kirkland (Costco), Panera, Cinnabon, Campbells Soup! 2010- Became
#1 coffee brewer brand in North America 2013- Past holiday season-
60% brewer dollar share; past 12 months- $4.5 billion in sales
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The Marketers Life aint always gonna be fair stuff is going to
happen To enjoy the beauty of a rainbow, sometimes you have to put
up with a little bit of rain The road to your dream will have many
bumps in it 23
What do these Entrepreneurs/ Intrapreneurs have in common?
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According to MSN.com These highly successful chief executives
came from poor or desperate beginnings, and those origins can
sometimes explain how they achieved so much They became skilled at
selling their dreams and themselves They overcame tremendous
adversity to achieve their goals 25
Oprah Born into poverty in Mississippi- CEO of Harpo
Productions & more Sheldon Adelson Son of immigrants- Owns
Sands- $23 Billion net worth Ursula Burns- Born in NY projects to
single mom- Now CEO Xerox Sean Combs- Raised in Harlem projects-
now producer- billionaire- CEO Howard Schultz- Raised in Brooklyn
project- Starbucks CEO- billionaire John Paul DeJoria- Raised in
foster care- janitor- CEO- John Paul Systems Lloyd Blanfein- Raised
in Brooklyn project- now CEO Goldman Sachs Chris Gardner- Homeless
with young son- Founded Gardner Rich in 87 James Jackson III- Drug
dealer at age 12- shot 9 times- now 50 Cent G-Unit 26
I believe there are three kinds of people in this world People
Who Make Things Happen People Who Watch Things Happen and People
Who Wonder What Happened! In the world today, you have to make
things happen and to do that you better be able to sell your dream
It all starts with a dream.. If you can dream it, you can do it
Walt Disney 27
Life is not in holding good cards but playing well those you
are dealt 28
The road to success is rarely smoothly paved 29
Joe Girard Born into poverty in Detroit Father beat him
regularly Shined shoes in bars at age 9 Paper route at age 11
Kicked out of high school Arrested for breaking and entering at age
16 Kicked out of the Army Almost declared bankruptcy- owed $60k
Couldnt feed his family at age 35 Became car salesman- fired after
two months Convinced Chevy dealer to hire him 30
Joe Girard Totally turned his life around Became #1 big ticket
sales person ever!!!* Sold 13,001 cars one at a time from
dealership Averaged 6 car sales a day; 21 in one day He redefined
customer intimacy Maintained meticulous records of all prospects
Each prospect customer received at least 12 cards from him a year
usually more * Source- Guinness Book of Records 31
Soooo. What is Your Plan for Success? What are your goals for
your brand/company this year? Where do you want to be in 5 years?
Does your entrepreneurial idea fill or create a need? What is your
competitive advantage? How do you know? New Job Search? What does
your resume look like? Does your resume speak to your strengths?
What is your networking plan? How many calls a day will you make?
To whom? Do you follow-up each call with hand written note? Will
you be the Joe Girard of your industry? Do you have a portfolio?
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I have made a lot of mistakes in life and I have tried to learn
from them Soooooo. I give you the Coffee Mans Top 10 Tips for
living a good life 33
#10 Respect Be nice to the people you meet on the way up cause
you never know who youll run into on the way down. Les Brown I tell
my kids, Bill Gates was rightBe nice to the nerds, cause youll
probably be working for one some day. 34
#9 Integrity Integrity retained is invaluable, integrity once
lost is irretrievable do the right thing. Respect is built up
through hundreds of positive deeds and destroyed by one stupid one
Ask Lance, Barry Bonds, Marion Jones and others if it was worth it
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#8 Set Your Goals High Shoot for the moon even if you fail, you
will still be among the stars. Jimmy Durante Dont let what you
cannot do interfere with what you can do John Wooden The quality of
a mans life is his commitment to excellence, regardless of his
chosen field of endeavor Vince Lombardi 36
#7 Empower People Power doesnt matter people do A great manager
does not build the business a great manager builds the
organization, for it is the organization that builds the business
Empower your teammates, friends and eventually employees Praise in
Public Correct in Private The secret to my success is finding good
people, giving them the tools to do the job; then getting out of
the way and letting them do it- President Reagan 37
#6 Keep Learning Every week, learn something new Do pro rookie
athletes stop training upon graduation? Do cooks cease looking for
new recipes? Your journey through life should be a constant voyage
of self improvement in mind, body and spirit- there is no other way
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#5 Get Organized and Follow Through Life is like golf, its the
follow-through that counts Dont be afraid to admit mistakes Write
personal hand written thank you notes Be the Joe Girard of your
world Do not squander time for that is what life is made ofCarl
Sandburg Dont forget to keep The Notebook 39
#4 Maintain Balance in Life Its never too early to start
creating your legacy It is also never too late to be the son you
want to be, the brother you want to be, the teammate you want to be
Dont be defined by your successes be defined by your character
Maintain a balance in life and insist your team does the same I
have never read a tombstone that says I wish I spent more time at
the office 40
#3 Give Back, Give Often Seniors Respect them always The Poor-
Drop a $5 in a bums cup every chance you get The Mormons give 10%-
how much will you? Take time to help in a real way- volunteer Be an
inspiration to kids Dont forget those who got you where you are
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#2 Keep a Spiritual Connection Keep your Higher Power as your
CEO Remember the world does not revolve around you and it will
still be here when you are not. Take time to quiet the voices, get
outside your head and give thanks for your gifts. Be happy with
what you have today while you pursue what you want tomorrow. Enjoy
the ride, it is the only one we know of 42
#1 Honor Those Who Serve and Protect The blanket of freedom we
enjoy today has been earned by our forefathers standing up to those
who would impose their own agendas-Nazis, Al Quaeda, Communists Pat
Tillman is my ultimate hero He gave up millions to stand up for us
all and gave his last full measure of devotion Do Your Part Find a
way to serve in some way 43
In closing live your dream Confucius said: Choose a career you
love and you will never have to work a day in your life The secret
to happiness in life is to find something you love to do and then
find someone who is willing to pay you to do it Pursue what you
love and the happiness will follow 44
Thanks for your attention Good luck this year If I can ever
[email protected] 617 510-5028 I text too! Dont ever forget
Whatever you give in life, you will get back twice in return!
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