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Welcome to the Ship Show

Kevin Indig
October 19, 2024
1.2k

Welcome to the Ship Show

Kevin Indig

October 19, 2024
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Transcript

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  4. 5 26.2% 27.3% 19.8% 26.7% 0.0% 5.0% 10.0% 15.0% 20.0%

    25.0% 30.0% <25% 25-50% 50-75% >75% How many of your SEO recommendations get shipped? n=172
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  7. 14 We make sense of things through stories. Executives just

    need to see the right data to say yes. Common assumption But actually…
  8. 15 95% of all cognition occurs in the subconscious mind.

    - Harvard prof. Gerald Zaltman https://hbswk.hbs.edu/item/the-subconscious-mind-of-the-consumer-and-how-to-reach-it
  9. 16 45% of executives rely more on instinct than on

    facts and figures in running their businesses. - survey from May 2002 by executive search firm Christian & Timbers https://hbr.org/2003/05/dont-trust-your-gut
  10. 18 Tie recommendations to the company situation 1 - 100,000

    200,000 300,000 400,000 500,000 600,000 - 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000 Accelerate Turn around
  11. 19 Tie recommendations to the company situation 1 STARS -

    Company situations Start-up Get something new off the ground Turnaround Save the business Accelerate growth Manage a rapidly expanding business Realignment Re-energize a previously successful organization Sustain success Sustain the success of something that has been performing well Michael Watkins - The first 90 days
  12. 20 Focus on stakes, not just gains 2 What leaders

    care about Money Revenue, profit, cost Michael Watkins - The first 90 days
  13. 21 Focus on stakes, not just gains 2 What leaders

    care about Money Revenue, profit, cost Market Market share, time-to-market Michael Watkins - The first 90 days
  14. 22 Focus on stakes, not just gains 2 What leaders

    care about Money Revenue, profit, cost Market Market share, time-to-market Exposure Retention, risk Michael Watkins - The first 90 days
  15. 23 Focus on stakes, not just gains 2 Point of

    view (recommendation) + Stakes (result/consequences)
  16. 25 Make it personal 3 How to address leaders Backchannel

    1on1s before big presentation Individual goals What do they optimize for?
  17. 26 Make it personal 3 How to address leaders Backchannel

    1on1s before big presentation Individual goals What do they optimize for? Wording Use their wording
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  19. 29 Executives mostly care about hitting the goal. Executives want

    to scrutinize everything. Common assumption But actually…
  20. 30 85% of leaders suffer from decision distress. - Study

    of 14,000 employees and leaders across 17 countries https://www.prnewswire.com/news-releases/global-study-70-of-business-leaders-would-prefer-a-robot-to-make-their-decisions-301799591.html
  21. 31 72% admit the sheer volume of data and their

    lack of trust in data has stopped them from making any decision. - Study of 14,000 employees and leaders across 17 countries https://www.prnewswire.com/news-releases/global-study-70-of-business-leaders-would-prefer-a-robot-to-make-their-decisions-301799591.html
  22. 33 Work backwards 1 Headline Lorem ipsum dolor sit amet,

    consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Grab attention Define audience & problem you solve Describe benefits Provide FAQ
  23. 35 Ditch the details 3 Red Flags Unimportant details Big,

    weak claims Uncertainty, doubt, skepticism
  24. 36 Ditch the details, bring the buckets 3 Red Flags

    Green Flags Unimportant details Revenue, market share, growth Big, weak claims Significant wins Uncertainty, doubt, skepticism Clearly articulated problems with solutions
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  26. 39 Missing clarity makes it less likely for a team

    to pick up the work. Teams will figure out what we want. Common assumption But actually…
  27. 40 86% of executives identify ineffective communication as a major

    cause of failure in business. - Study of 14,000 employees and leaders across 17 countries https://www.salesforce.com/ca/blog/how-soft-skills-are-crucial-to-your-business/
  28. 43 Understand the root cause of the issue 1 Outcome

    Symptom Root cause Rank drop 404 errors Database crash
  29. 45 Get packaging right 2 Don’t Do Just describe the

    problem Provide context Assume they know what to do Split the task in sub-tasks
  30. 46 Get packaging right 2 Don’t Do Just describe the

    problem Provide context Assume they know what to do Split the task in sub-tasks Be vague Be hyper-specific
  31. 47 Get packaging right 2 Don’t Do Just describe the

    problem Provide context Assume they know what to do Split the task in sub-tasks Be vague Be hyper-specific Send a spreadsheet without clear instructions Bucket works into streams
  32. 48 Describe the ideal outcome 3 Reasoning through ideal outcomes

    What number are you trying to move? Where should that number be? Why should it be there?
  33. 49 Describe the ideal outcome 3 Reasoning through ideal outcomes

    What number are you trying to move? 404 errors in GSC Where should that number be? < 50 Why should it be there? 0 is unrealistic but we want to minimize
  34. 51 1 Build a story You need data but it

    won’t resonate without a strong story. What does it take?
  35. 52 1 Build a story You need data but it

    won’t resonate without a strong story. 2 “Exec speak” Decision makers think different and have short attention. 3 What does it take?
  36. 53 1 Build a story You need data but it

    won’t resonate without a strong story. 2 “Exec speak” Decision makers think different and have short attention. 3 Make it easy Don’t make others go through discovery hoops What does it take?
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