Session 1: True Differentiation What makes your brand truly different? This document provides an overview of the True Differentiation session conducted by Justin Foster, Tricycle’s Managing Partner. The Rules: This session should be attended by all top executives that affect the organization’s strategic direction. The Format: Justin Foster will lead your team through a workshop-style session. The format of the session is interactive. Debate and challenging assumptions are both expected. Sessions are typically 1 – 2 full business days, but can be compressed to ½ day depending on the objectives. The Agenda: The agenda will cover the following areas but leave plenty of room to be flexible per client situation. Introductions and Expectations Definition of “brand” and “branding” Review of Commander’s Intent Assessing the current state of your brand. File Folder exercise Core Values exercise Reviewing key competition Creating a profile of the ideal customer Oatmeal v Bacon™ differentiation exercise Determining Right Now steps True Differentiation is step 1 of 3 in creating a relevant brand. Step 2 is Sharp Messaging; Step 3 is creating a Right Now sales plan. For additional details, please see their respective overview documents. For questions, call 208-841-3497 or e-mail email@example.com. To learn more about Justin and his team, visit www.thetricycle.com.