"DIFFERENTIATE   

OR

DIE"

- Steve Rivkin -

MOVE Hanoi 2016 & MOVE HCM 2016

 

STEVE RIVKIN 

DIFFERENTIATE OR DIE

(2 DAYS WORKSHOP)

About Steve Rivkin

 

Steve Rivkin is a marketing and communications consultant, author and speaker. His books and business philosophy together with his partners became the one of the most important business guidlines as well as valuable documentaries for businessmen and investors all over the world.

 

Steve Rivkin is the co-author of six books on business and marketing strategy:

  • Differentiate or Die, by Jack Trout and Steve Rivkin, 2008

  • The Power of Simplicity, by Jack Trout and Steve Rivkin, 1998

  • The New Positioning, by Jack Trout and Steve Rivkin, 1996

  • Repositioning: Marketing in an Era of Competittion, Change and Crisis, by Jack Trout and Steve Rivkin, 2010

  • Ideawise, by Steve Rivkin and Fraser Seitel, 2002

  • The Making of a Name, by Steve Rivkin and Fraser Sutherland, 2004

 

Steve Rivkin is not only famous in branding and positioning but also in supervising for such famous clients in the world as Leica Cameras, Western Union, Ernst & Young, Bata Shoes, CitiBank, Hewlette-Packard, M&M, Philippine Airlines, etc.

 

 

 

 

 

 

 

 

OVERVIEW

 

“There is no such thing as a commodity.  All goods and services can be differentiated,” says Theodore Levitt, Harvard Business School professor and editor of the Harvard Business Review.

 

"Choice" is a cruel master in the marketplace.  In today’s economy, everyone is after everyone’s business.  So you want to stand out and stand apart. This first day of the seminar spells out how to make differentiation your business weapon.

 

Modern-day marketing began with Rosser Reeves and his "Unique Selling Proposition (USP)."  Today, that concept is all but forgotten.  This program brings it back to life for today’s hyper-competitive world.

 

For openers, there is no such thing as a commodity.  As Professor Levitt insists, all goods and services can be differentiated.  Some proven ways to differentiate: Market leadership, market heritage, market specialization, customer service. Other techniques: Owning an attribute, being first, going against the grain.

 

Numerous examples and mini-case histories will bring each point to life.

 

This part of the seminar is based on the books co-authored by Steve Rivkin (including Differentiate or Die, The Power of Simplicity, and Repositioning), and his 30+ years of helping his clients differentiate their companies, brands, products and services. 

 

 

 

             The value & benefits of this program:

       

This one-day program will help attendees:

 

  • Appreciate the tyranny of choice that exists in many markets.

  • Understand the “law of division” – how every category becomes two or more categories.

  • Understand what differentiation is, and is not.

  • Realize that a slogan is not the same as a true point of difference.

  • Learn how to apply a “unique selling proposition” to their business.

  • Identify the four building blocks to differentiation.

  • Master six successful differentiation strategies.

  • Understand the psychology behind each strategy.

  • Learn about the power of the name in differentiating.

 

 

             Timeline:

 

   9:00-10:30 

  • Welcome and introduction.

  • What does it mean to be different?

  • The tyranny of choice.

  • The law of division.

  • Brands and branding.

  • Case studies and exercises.

  • The unique selling proposition.

  • Discussion.

 

   10:45-12:15 

  • Differences or slogans?

  • Differentiation via “Leadership”  (psychology, examples, discussion).

  • Differentiation via “Attribute”  (psychology, examples, discussion).

  • Differentiation via “How It’s Made”  (psychology, examples, discussion).

 

   12:15-14:00  Luncheon

 

   14:00-15:30 

  • Differentiation via “Specializing”  (psychology, examples, discussion).

  • Differentiation via “Customer Service”  (psychology, examples, discussion).

  • Differentiation via “Preference”  (psychology, examples, discussion).

 

   15:30-17:15 

  • The power of the name in differentiating.

  • Proven techniques for creating new names.

  • The 4 steps to differentiation.

 

 

 

 

 

 

 

 

OVERVIEW

 

“Every product, every process, every technology, every market eventually becomes old,” says management guru Peter Drucker.

 

If differentiation is the goal, then new ideas are essential to propel existing companies, new companies, products and services.  Innovation is a critical factor in business success.  But we often find ourselves “stuck” when trying to come up with truly new ideas. 

 

Day two of this seminar reveals a simple approach for understanding where new ideas come from.  For openers, attendees will see that it’s not necessary to reinvent the wheel in order to be truly innovative.  Instead, you will learn that the most creative and dynamic ideas already are close at hand, just waiting for you to shape them to your needs.

 

This part of the seminar is based on the books co-authored by Steve Rivkin (including IdeaWise, Differentiate or Die and The Power of Simplicity), and his 30+ years of helping clients innovate.   This day presents a series of proven techniques to collect, borrow and adapt innovative new ideas for your company and your brands.

 

This program will demystify the creative process and show you how to foster fresh thinking that solves problems and propels your business.

 

“Defending yesterday – that is, not innovating – is far more risky than making tomorrow,” says Peter Drucker.  That’s why this seminar is all about inventing tomorrow.

 

 

             The value & benefits of this program:

 

This one-day program will help attendees:

 

  • Understand the six-step model for problem solving.

  • Learn the essential steps for successful brainstorming.

  • Learn how to work more effectively by yourself on new ideas.

  • Identify techniques for locating and stockpiling idea-starters.

  • Master six steps for adapting an existing idea.

  • Evaluate your new idea through a series of essential checkpoints.

 

 

               Timeline: 

 

 

   9:00-10:30 

  • Welcome and introduction.

  • Brainstorming for a new idea.

  • The 6-step model of problem-solving.

  • The essence of innovation: C-B-A.  (Collect, Borrow, Adapt).

  • Case studies and exercises.

  • How to adapt an existing idea.

  • Discussion.

 

   10:45-12:15 

  • What could you substitute?  (techniques, examples, exercise/discussion).

  • What could you combine?  (techniques, examples, exercise/discussion).

  • What could you magnify or minimize?  (techniques, examples, exercise/discussion).

 

   12:15-14:00  Luncheon

 

   14:00-15:30 

  • What else could it be?  (techniques, examples, exercise/discussion).

  • What could you eliminate?  (techniques, examples, exercise/discussion).

  • What could you bring back?  (techniques, examples, exercise/discussion).

 

   15:30-17:15 

  • Evaluating your ideas: Questions and checkpoints.

  • Closing session: A take-home action agenda.

 

   17:30-18:30 Book signing, photoshoot and networking with Steve Rivkin (only for VIP guests).

  

 DAY 1- "DIFFERENTIATE OR DIE" 

DAY 2 -"INNOVATION: THE LIFEBLOOD OF YOUR BUSINESS"

COURSE AGENDA

 Date and Location 

Ho Chi Minh City

18-19 JUNE 2016

 

 

Ha Noi

11-12 JUNE 2016

 

 

VIP TICKET

STANDARD TICKET

TIME-BASED PRICING

COURSE FEE:

  • Priority entrance

  • Main Stage front of stage viewing

  • Course certificate

  • Complementary lunch

  • Book signing and photoshoot with Steve Rivkin

  • Networking with Steve Rivkin

- Course certificate

- Complementary lunch

 

13.200.000 VND

From 29 Dec 2015 - 20 May 2016

17.600.000 VND

19.800.000 VND

15.400.000 VND

From 20 May 2016 onwards

Before 28 December 2015

16.500.000 VND

10.780.000 VND

*** If you are interested in becoming a sponsor, please email us at info@movevietnam.org.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Matching of Visionaries & Entrepreneurs Investment Joint Stock Company – M.O.V.E JSC

Add: Level 6, Hoang Kim Building, 30 Nguyen Khang, Cau Giay Dist., Ha Noi, Vietnam

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