Growth Conference Europe 2019 - Luca Senatore' Slides

Luca Senatore
Director at Genie Goals - Growth Entrepreneur & Consultant - Author
@lucasenatore - lucasenatore.co.uk - linkedin.com/in/lucasenatore

LET’S CONNECT
lucasenatore.co.uk
linkedin.com/in/lucasenatore
@lucasenatore

3
“People don’t
buy WHAT you
do.
They buy
WHY you
do it”.

“To organize the
world's
information and
make it
universally
accessible and
useful.”

9
“To
accelerate the
world's
transition to
sustainable
transport.”

10
“To
accelerate the
world's
transition to
sustainable
transport.”

11
“Our vision is to
be earth's most
customer-centric
company; to build
a place where
people can come
to ﬁnd and
discover anything
they might want to
buy online.”

12
“Our vision is to
be earth's most
customer-centric
company; to build
a place where
people can come
to ﬁnd and
discover anything
they might want to
buy online.”

Growth Conference Europe 2019 - Luca Senatore' Slides

“To create the best possible
environment for people to work in. We
want to surround ourselves with people
we admire, who inspire us and who we
like spending time with”.

THE WHY - ACTIONS:
● Read the book Sprint by Jake Knapp
● Take time to think of your WHY. Your mission.
Involve your key-stakeholders.
○ OKRs can help here
● Once you’ve gone through this process, write
it down everywhere and make it known – own
it, live by it.

31
“Don’t seek
to do what
you love.
Seek to love
what you
do”.

35
“Don’t seek
to do what
you love.
Seek to love
what you
do”.

37
Alexa von Tobel
Within three years,
LearnVest was oﬀering
support to millions of
people, and in 2015
Alexa sold the
company, reportedly
for about $250 million.

What do you do?
What’s remarkable?
What problem do you solve?
46

What do you do?
47
‘We revolutionise digital marketing campaigns and bring exponential
growth to retail brands investing between £30K and £500K/month in
digital marketing channels. We deliver relentless growth to retailers
through award-winning digital marketing. Our technology helps you
grow through smart bidding; Google awarded it the most innovative in
EMEA. You get a team of super-specialists with 13 native languages
who can help you create winning strategies and take your brand to the
next level, anywhere in the world.”

What do you do?
48
“Welcome to [Agency XY], a digital marketing agency based in [location],
London and [location]. Our honest and transparent digital marketing work
speaks for itself. We deliver a personal, passionate & tailored service to each
and every one of our clients, big or small, based in London or abroad.
We strongly believe that there’s no merit in a ‘one-size-ﬁts-all’ approach to
SEO, Content Marketing, Social Media or SEM. Our digital marketing methods
are innovative and always anticipate the intent of your customers and search
engines. If you want clear, honest and tangible results online with the
opportunity to learn how they’re achieved then get in touch now to see how we
can help.”

What do you do?
49
“Welcome to [Agency XY], a digital marketing agency based in [location],
London and [location]. Our honest and transparent digital marketing work
speaks for itself. We deliver a personal, passionate & tailored service to each
and every one of our clients, big or small, based in London or abroad.
We strongly believe that there’s no merit in a ‘one-size-ﬁts-all’ approach to
SEO, Content Marketing, Social Media or SEM. Our digital marketing methods
are innovative and always anticipate the intent of your customers and search
engines. If you want clear, honest and tangible results online with the
opportunity to learn how they’re achieved then get in touch now to see how we
can help.”

What do you do?
50
‘We revolutionise digital marketing campaigns and bring exponential
growth to retail brands investing between £30K and £500K/month in
digital marketing channels. We deliver relentless growth to retailers
through award-winning digital marketing. Our technology helps you
grow through smart bidding; Google awarded it the most innovative in
EMEA. You get a team of super-specialists with 13 native languages
who can help you create winning strategies and take your brand to the
next level, anywhere in the world.”

BE REMARKABLE:
● As part of their green initiative, Google rents
goats to mow the lawns of their mountain view
HQ.
● Google employees in the US get death beneﬁts.
This guarantees that the surviving spouse will
receive 50% of the employee’s salary every
year for a decade.
● In 2004, I made a mistake with AdWords and
spent £1K in one day. I asked for a refund and
they gave it to me, even though it was my
mistake.

BE REMARKABLE:
● Made electric cars that are sexy.
● Led the way in the renewable energy debate.
● Renewable energy focus in everything they do.

BE REMARKABLE:
● Revolutionised the mobile phone by creating a
radically diﬀerent smartphone – all others
followed. Even though the touchscreen
technology already existed, by improving it and
applying it to mobile phones, Apple
revolutionised not only the tech and the mobile
phone device, but also the way we consume
information and communicate.
● 10,000 songs in your pocket.

BE REMARKABLE:
● 500 in-house customer services employees:
focus on customers – for real.
● Once they ran out of a product and instead of
telling a customer they had run out and leaving
them with the problem, a rep travelled to a
competitor’s store, bought the shoes and
delivered them to the customer personally.
● A customer who phoned Zappos to find out
how to return an item said she suffered from a
condition that made her feet hyper-sensitive
and therefore could not wear the shoes. They
sent a note in the flowers wishing the
woman well.

BE REMARKABLE:
● Speak into your phone, click one button and 24
hours later (often much sooner than that) get an
accurate transcription for very little money.
● Amazing customer service.
● You rate the work less than 3, they will assign a
new trasbriber to you.

BE REMARKABLE:
Everything in the restaurant is for sale: the chair you
sit on, the table you eat at, the plates… everything.

60
“You must solve the customer’s problem. It
starts with solving the customer’s need.”

63
Stripe helps more than 100,000 businesses deal with
online transactions, processing tens of billions of dollars
in transactions annually.
Stripe went from 80 employees to 750 in three years.
They charge a fee on each transaction, which makes
Stripe a very interesting business, valued at a massive
$9.2 billion at the time of writing.

THE WHAT - ACTIONS:
1. Read the chapter on THE WHAT at:
https://bit.ly/2Z0jHKP
2. What are the things you really want to do but
you don’t have time for? Can you make the part
of your professional proﬁle?
3. What are the things you absolutely want to do
every week/day? Make these part of your
non-negotiables.
4. Quit or delegate all the things you hate doing.
5. Answer these questions:
a. What do you do?
b. What’s remarkable?
c. What problem are you solving?

‘OKR’ stands for
Objectives and Key Results.
A methodology applied to goal setting,
pioneered by Intel and Google and adopted
by Genie Goals to great eﬀect.

● Deﬁning a clear focus and direction
that the team/company/department
can get behind
● Deﬁne and map what is important
to you
● Encourage you to think big by
providing you with clear goals, KPIs
and roadmap
● Allow you to both allocate resource
and to take risks
● Guarantees alignment across the
business
What’s the point?

Structured thinking.
Define the most important goals,
identify effective KPIs and a detailed
roadmap detailing who needs to do what
Alignment of goals.
All individual and team OKRs line up
with the overall company goals.
Understanding what matters.
Using OKRs as a reference point helps
us, on a day-to-day basis, decide what
to work on.
Benefits

Objective
KR 1 KR 2 KR 3
Roadmap item 1 Roadmap item 1 Roadmap item 1

GROWTH Objective 2018: Build and execute a client acquisition strategy which allows
us to meet our financial goals, deliver an unbelievable customer experience and help
our team develop and grow
KR1: 17 new services sold
in 2018
KR2: GP per client
increased to £7.5k
KR3: Increase number of
services to 2.0 per client
Send 20 ABM boxes per
quarter to Heads of eComm,
Marketing Directors, etc. at
target retail companies
Write to all clients,
communicating new services
to them to ensure they are
aware of new opportunities
with Genie Goals
Create a cross-channel
methodology, with the
intention of both practically
creating coordination at 'Head
of' level, and communicating
value of having more than
one channel with Genie Goals
Meet at least 3 new Heads of
E-Commerce or similar target
position in target companies
per month
During sales process, ensure
our proposals are
cross-channel where
appropriate
Identify opportunities, and
ensure that cross-channel
methodology is
communicated in all pitches
and marketing
Deliver on the promise of
delivering audit requests
within two weeks, but aim to
do so within a working week
Build a pitching doc that sells
cross-channel methodology
Reach out to 60 target people
per week in target roles for
target companies on LinkedIn

THE PLAN - ACTIONS:
1. Book one day for OKR planning out of the
office.
2. Download The OKRs Strategy Session Format
document: https://lucasenatore.co.uk/okrs.
3. Invite all key staff members. Depending on
how many people work with you, you might
invite all staff, perhaps for certain sections.
4. Follow up with all staff members.
5. Communicate clearly what the OKRs for the
period ahead are.
6. Assign owners to roadmap items/projects.

77
With the right
people, you’ll go
through hell and
come out stronger.
The wrong people
will drive you to
jump oﬀ the walls
of heaven.

78
THANK YOU!
KEEP TALKING:
lucasenatore.co.uk
@lucasenatore
linkedin.com/in/lucasenatore

Growth Conference Europe 2019 - Luca Senatore' Slides

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