Effective startup PR: C.S.R. is the answer. (Lee Na-ri)
A summary of the forum's key takeaways
I hesitated but signed up, and it was really impressive.
I'm adding related info and links as I transcribe.
A. Know yourself
1. Character, story, result
1) Character: who am I
- The meaning I pursue
- What I want to devote my passion to
- The world I want to change
* When it becomes a livelihood, or money is the goal, you end up failing.
(1) Ironically, pursuing a huge money goal itself
requires a huge amount of money.
So bold investment either shrinks dramatically or gets abandoned.
(2) On top of that, after hitting the goal, there's no direction, and you soon fall off a cliff.
2) What story have I built
- one that protects my character
- one that doesn't betray your character
- the path I've walked to realize my and our vision
* chatter < uniqueness, primal meaning, motive, beginning-middle-end
* like capturing onto film, in order, the images running through your head
* Most founder stories resemble the hero/myth story
1) Joseph Campbell's "Hero's Journey" or "Monomyth" (#abulaphiaa)
http://abulaphiaa.wordpress.com/2011/10/25/heros-journey-original-form-of-storytelling/
2) A heroic life means running 'your own adventure.' (#travel culture planner)
http://sentipark.tistory.com/469
3) The 12 stages of the hero's journey
http://blog.naver.com/PostView.nhn?blogId=deviltrill&logNo=130109141459
4) Schematic of the hero's adventure
http://quigon.egloos.com/3936817
5) The Hero with a Thousand Faces (Koo Bon-hyung Change Management Institute)
http://www.bhgoo.com/2011/index.php?mid=r_review&document_srl=477918
6) Superhero's death and return to the status quo
http://gcolon.co.kr/front/php/product.php?product_no=221&main_cate_no=39&display_group=1
3) What have I achieved (outcomes)
- What did I build that wasn't in the world
- What value and novelty did I add
- How did I change and grow through that
2. Thought = action = result must sit in the same thread.
1) Thought
- apple: something that the iPhone alone can't explain
- TOMS: he was doing relief work and ended up making shoes.
What if a fashion person made it just for style and sales?
- Olle Trail: Spain's Camino de Santiago -> Jeju's Olle Trail
- More than original charm or personality, the belief or their 'crazy' behavior rests on
a yearning they can't suppress, paired with matching relentless execution.
- Through books read in middle school (at that specific moment), sadness, passion, lack,
a person (or company)'s life, look, and direction emerges.
- In the end, it's the output of the person's ongoing interests and life questions.
What if someone who hates dirt and feces tried to plan and build the Olle Trail?
* Seo Myeong-sook: http://ko.wikipedia.org/wiki/%EC%84%9C%EB%AA%85%EC%88%99
2) Action
- Mirae Asset's Park Hyeon-joo: lost father and brother, last in class for 3 years of high school, took the GED
- 1980: used tuition money for stocks, mid-20s—running unlicensed consulting in Myeongdong,
- Disciple of 'Granny Baek,' protege of a Dongwon Securities executive, assistant manager in 3 months, at 33 the youngest-ever securities branch manager
- Founded a securities firm in his 40s: Dongwon Securities members, launched the first mutual fund right after the IMF crisis
- Ran an ad in local papers using a photo with securities folks, moved the office to the second floor and cut trading fees to 1/10
* Watch what they do at each crisis (?) moment to protect their character!
3) Results
- SoftBank: an absurd M&A, a long speech, tears, attitude unchanged even after the company grew
- Lady Gaga: prodigy who skipped grades -> got into a top school -> dropped out
-> Harlem bars -> built up a group -> album release failed -> songwriting for famous artists
-> fame -> keeps pulling crazy moves, constantly manufacturing issues that an established singer wouldn't need to
- Baedal Minjok: always thinking about what to do for the restaurant owners
- Flyers -> expanding consumer touchpoints -> CRM -> providing reports -> supplying food ingredients
- Because they're philanthropists? -> ultimately always "modernizing delivery culture"
- Zappos: even after being sold to Amazon for 1.2 trillion won, kept the same operating principles
- Bought up all of Las Vegas and remodeled it -> always 'Delivering Happiness'
* Zappos's 10 core values, why Amazon paid attention to Zappos: http://nanumnow.com/1787
* Zappos's 7 customer-service principles: http://bit.ly/14FJUyv
* To get great at Texas hold 'em poker, love the game, live with it and sleep with it.: http://gatorlog.com/?p=2222
* Fresh milk served every morning for employees' bones: http://mba7.kr/276
3. Simon Sinek
- Samsung's usual attitude: 1) We know what we need to do. We're making XX.
2) We know how to make it, or we're working to figure it out.
- Apple: we didn't know what it was, but following our belief (why) we searched for the method (how), and the what got built out of that.
" why -> how -> what "
* Simon Sinek: http://www.ted.com/talks/lang/ko/simon_sinek_how_great_leaders_inspire_action.html
4. Who—why -> through what story—how -> driving what change—what
