Think about some of the big moments in your life. Maybe it was when you walked across the stage to accept your diploma or crossed the finish line at your first marathon. Maybe it’s when you and your work colleagues won a huge industry award. People build their lives and careers around pivotal and personal moments.
Just like successful people, brands, and the executives who guide them, also understand the fundamental importance of critical moments. Over the past year, we’ve taken a hard look at this concept and found (not surprisingly) the brands that outshine their competitors realize that each day provides distinct opportunities to win moments - whether it’s with customers, shareholders, employees, colleagues or clients.
Over the course of the next few weeks, we’ll scratch the surface and explore the idea of winning the moment in greater detail. From breaking down the concept to hearing from experts on what they’ve done to succeed, we’ll help further define the value of the concept and how you can take action to position your company for success.
Since there’s no time like the present to jump right in, we developed a list of people that are vital for brands to win over.
- Reporters and editors have two objectives: report news and tell interesting stories in a way that keeps readers engaged. Securing interviews, guest columns and coverage requires companies to craft and deliver well-timed content and stories that reporters can use to inform and/or entertain their readers.
- Venture capitalists don’t invest in companies, they invest in people. For many companies in need of financing, there is no more important moment to win than when you are presenting to a potential investor. Preparation and intimate knowledge of the details can make you a standout.
- Industry Analysts by design are curious people on the lookout for what’s next. Winning them over stems from your ability to educate and bring a unique perspective to their area of research. Does your narrative show you can help them understand what’s coming next?
- Conference organizers have an almost unending supply of experts, gurus and self-promoters knocking on their doors to speak at their conference.Winning over an organizer and securing that keynote or spot on the panel requires proving you can bring a fresh perspective or unique vantage point to the table while leaving the sales pitch at home.
- Conference attendees end up tapping away on their phones and sipping on flat soda by day two of a conference...they need a lift. If you’ve been lucky enough to secure a coveted speaking slot, you need to deliver something that grabs people’s attention, keeps them engaged and makes them think “I need to talk to this guy/gal afterwards.”
- Customers are spoilt for choice and are no longer beholden to brand loyalty. The difference between earning a purchase can be as simple as a social media interaction. Creating a story or narrative that resonates across each and everything you to do is paramount to success.
There are of course many others.
Feel free to reach out if you have a story of winning the moment to share or an example that will benefit others.
Enjoy the series.