Dan Coughlin

• Learn the Five Myths of Innovation and why innovation is a necessary daily activity.
• Learn the five steps in The Process of Innovation and how the creation of value is based on carefully studying your desired customers.
• Learn why the most important step in business is to step back and think.
• Learn how to master the four phases in The Cycle of Innovation that produce a steady flow of profit-generating ideas for sustained excellence.
• Learn how to find the profit-generating gap between a customer’s expectations and desires.
• Learn to schedule thinking and non-thinking time and how they drive innovations month after month.
• Learn how sacrifice accelerates innovation and why “N” and “O” are the most important letters in i-n-n-o-v-a-t-i-o-n.
• Learn how to find organizations that have matching definitions with yours and how they provide a steady stream of ideas for improving your performance.
• Learn to study Centers of Excellence and how to extract useful ideas from them for your organization.

Every attendee will receive a copy of Dan Coughlin’s 30-Day Innovation Action Guide that will help him or her convert the ideas from this session into a personalized plan of immediate action upon returning to work.

Strengthen Your Brand for Long-Term Success

Your brand is your reputation in the marketplace. Your brand is the value that customers think they receive when they buy from your organization or potential customers think they will receive if they do buy from your organization. Your brand is not what you want to be. It's what customers and potential customers believe you are right now.

Dan Coughlin, who has worked with such great brands as Toyota, McDonald's, Marriott, GE, Coca-Cola, Prudential, Subway, Ace Hardware, Jack in the Box, Boeing, Kiewit, and the St. Louis Cardinals, provides penetrating insights into the dos and don'ts of building the brand you want. He explains the importance of defining and owning a performance category that matters deeply to customers and will generate the financial outcomes your organization desires.

He walks the audience through the importance of a brand audit and the steps necessary to complete it successfully. He demonstrates how an obsession with undisciplined experimentation can ruin a brand and destroy the sustainable, profitable growth of an organization.