Tapping on word of mouth – how to get your customers to bring you more customers

Art and science of value proposition design

Trend – atomisation of value propositions

Digital trust builing – simplicity over legacy

Overload – radically short attention spans

ADHD and the chronic boredom epidemic

Value creation – perception is reality

Alpha brands never chase

Commodities compete only on price

Complexity compensates lack of originality

Insurance – from passive to passionate

The anecdote of 'sold, not bought'

Even tax return software can be engaging

Infusing insurance into lives, not opposite

How do I advocate intangible future value?

And then, there's the fine print...

Steps to success

Eradicate product and experience complexity

Create 'taste-tests' for your target audience

Trust customers when things get real

Freemium – entry level, at-cost propositions

Affinity – stand up for a worthwhile cause

Harness instant gratification – the good kind

Takeaways

Empower customers to elevator pitch you

Plug into experiences that already matter

Start small, simple, free and purposeful.

Thank you!