Leave Them Wanting Moore

What a day I had last Wednesday. Not only did I get to meet one of my favorite authors, bloggers, and marketing thought leaders, I got to listen to him deliver 2 great speeches and co-present with him. John Moore was kind enough to come to Dayton last week, and I can not tell you how fantastic he was – but of course I’ll give it a shot.

The day began on a cold, rainy sidewalk outside of the Kuhn’s Building at 6:30, where John and I met up to prepare for the PRSA Masters Series meeting. In spite of the time difference between Dayton and his home town of Austin, TX, and the ridiculously miserable weather, he was bright eyed and full of energy. We headed into the Kuhn’s Building and up to Hafenbrack. Once inside, I asked John to autograph my copy of Tribal Knowledge, which he gladly did for me. (I know, I am a dork. I keep telling you that.) I gave him the 50 cent tour of the place, and then we went downstairs to the meeting room to get set up. The PRSA meeting got underway at just before 8:00 – following the resolution of some technical difficulties. David Knopf from OneSource was kind enough to provide us with fresh brewed coffee by the cup courtesy of his Flavia machine, (See picture) which perked everyone up for John’s discussion on Starbuck’s Tribal Knowledge. On an aside, this thing was a huge hit. It makes a variety of specialty coffees, teas, and wellness drinks by the cup. Very cool and very tasty. Thanks David. Anyway, John delivered a great presentation to the group, discussing his views on the success of Starbucks. His presentation lasted for just over an hour, and he then hung around and answered a slew of questions from the group. Everyone who attended was delighted. Not to mention all of the Hafenbrack employees were jazzed about getting drinks from the coffee machine for the next 3 hours. A very productive, caffeine fueled afternoon followed at Hafenbrack.

Following the PRSA meeting, John and I made the rainy trek uptown to the Schuster Center for the AMA luncheon. People came from all across the Miami Valley to hear John speak, and yet again he delivered. There were roughly 40 people in attendance for the luncheon, and John dazzled all with another heaping helping of Tribal Knowledge. In addition to the amazing antidotes and stories from his experience at Starbucks that he discussed, John also outlined 9 key takeaways:

  1. Building the Business Creates the Brand
  2. Make the Common, Uncommon
  3. Products Fulfill Needs, Experiences Fulfill Desires
  4. There’s a High Price to Low Prices
  5. “Just Say Yes” and “Be Clean, Be Nice”
  6. Tell the Story. Don’t Make Up the Story
  7. Marketing Has Two Audiences
  8. Make the Company Something to Believe In
  9. Be Mission Driven to Change the World

Of course he expanded on all of these points, but if you really want to learn more about his take on Marketing, buy the book Tribal Knowledge. It is a great read and loaded with nuggets of wisdom. OR, look up John at BrandAutopsy.com and invite him to speak in your town.

As if that was not enough, I was then given the privilege to share the stage with John at the University of Dayton, where we spoke to a group of professionals and graduating seniors about social media, blogging, and leveraging the web to make connections and further your career. We began by introducing each other – stating that while we have “known” each other for years, today was the first time we had actually met. That is illustrative of the connective power of the web. It was great fun sharing the stage with John, who is a passionate guy and a great presenter. I was truly honored. I believe that the audience enjoyed it – I know I did. Thanks to all who attended.

In sum, it was a highlight reel type of day. A day that never would have happened if I had not decided to use my voice and write a blog. Thanks again John. I feel confident that I speak for everyone here in Dayton who heard you speak in saying you are a a brilliant marketer, an amazing speaker, and above all else a tremendous person.

Here are some pictures from the day.

John Moore Dayton Ohio

2 Responses to “Leave Them Wanting Moore”

  1. 2 Brett October 11, 2007 at 6:03 pm

    I’ve happened upon John’s blog from time to time, but I’ve never really dug into it. I love these points:

    Products Fulfill Needs, Experiences Fulfill Desires
    There’s a High Price to Low Prices

    On pricing, marketers love using the excuse that their product is too expensive, when in fact they are just too lazy to communicate its value. Most of the time, products could (and should) be higher-priced.

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