#bmgen: The Story of aBestselling Mgmt Book a tale of co-creation, social media and guerilla marketing                    ...
some industry      context
#                  number of books                            published exploding[Steven  Piersanti, President, Berrett-Ko...
1,000,000        new book titles were  published in the U.S. in ʼ10
11,000new business books  appear every year
#                 book sales declining                            (despite publ. explosion)[Steven  Piersanti, President, ...
12% decline of sales in majorbookstore chains (ʻ07-ʼ09)
#                 average book sales are                            shockingly small[Steven  Piersanti, President, Berrett...
250copies is the yearly sales of the average U.S. non-fiction book
A book has less than a 1%         #                  chance of being stocked in                            an average book...
250,000business books are fighting           for shelf space
buzzgroup
?    how would you create abestselling management book in          this context?
the traditionalpublishing model
tomorrow?
from a an authorʼs  from publisherʼs  industry today     perspective!
BusinessModelGeneration.com
?do you want to know   how we did it?
3 topicshow it all   the global     results, started     bestseller   learnings, +
how it allstarted...             1
I come from the land of Heidi…
I have a PhD in  the field of…
as a bookauthor I was a…
a no-name
but trysearching…
because of…
m y old  blog
because of…
Slideshare.net/Alex.Osterwalder
because of…
that led to...
where I talk about...
how to design& find newbusinessmodels
we decided to  write a …
BUT
“   you can’t write about    business model innovation    without an innovative    business model                   ”
right?
the globalbestseller             2
?what is it that you donʼtlike about business or management books?
we changed the    format
we listened to…
management books are  often…
toofat
toolight
toounpractical
Pellentesque sed quam in eros ultricies fringilla. Aliquam posuere massa tristique lacus porttitor rhoncus. Cras nec felis...
so we looked  outside…
made it moreappealing…
we decided todesigned the   book …
BOOKPROTOTYPE
what about the  business   model?
ld styleo
ld styleo
ld styleo
ld styleo
ld styleo
yawn
let’s forgetpublishers andbreak the rules
get people to pay to help       us write our book
buzzgroup
?how do you get people to pay  to help you write a book?
we already  had…
newstyle
we built a Hub…
newstyle
newstyle
newstyle
$24.-
$36.-
$54.-
$81.-
$250.-
why did people  pay for the    Hub?
be the first
be part of somethingBIGGER
learn fromeach other
what aboutproduction &distribution?
content, design& coordination?
print &distribution?
fulfillment by       Amazon
results,learnings,outlook             3
results
#   120ʼ000 #bmgen copies in    print (Feb ʼ11)
top 10 softcover business#   books year-to-date (after 9    months on the shelves)
#   17 #bmgen translations    planned for 2011
#   Business Model Canvas    used around the world
learnings
co-creation and#   transparency =    increased vulnerability
#   you canʼt control it so    you need to govern it
co-creation and open#   innovation is often    more work
distribution is a#   commodity / attention    is the new scarcity
most co-creators will#   be fairly passive most    of the time
outlook
150.- USD
THANK YOU!    BusinessModelGeneration.com             AlexOsterwalder.com     BusinessModelAlchemist.com          Twitter:...
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
#bmgen: The Story of a Bestselling Management Book
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#bmgen: The Story of a Bestselling Management Book

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These are the slides of my talk at the join IMD/MIT program "Driving Strategic Innovation". I talked about how we turned Business Model Generation into a bestseller with co-creation, design, and guerrilla marketing.

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#bmgen: The Story of a Bestselling Management Book

  1. 1. #bmgen: The Story of aBestselling Mgmt Book a tale of co-creation, social media and guerilla marketing AlexOst erwalde r.com @busin ess_des ign
  2. 2. some industry context
  3. 3. # number of books published exploding[Steven  Piersanti, President, Berrett-Koehler Publishers, 2010]
  4. 4. 1,000,000 new book titles were published in the U.S. in ʼ10
  5. 5. 11,000new business books appear every year
  6. 6. # book sales declining (despite publ. explosion)[Steven  Piersanti, President, Berrett-Koehler Publishers, 2010]
  7. 7. 12% decline of sales in majorbookstore chains (ʻ07-ʼ09)
  8. 8. # average book sales are shockingly small[Steven  Piersanti, President, Berrett-Koehler Publishers, 2010]
  9. 9. 250copies is the yearly sales of the average U.S. non-fiction book
  10. 10. A book has less than a 1% # chance of being stocked in an average bookstore[Steven  Piersanti, President, Berrett-Koehler Publishers, 2010]
  11. 11. 250,000business books are fighting for shelf space
  12. 12. buzzgroup
  13. 13. ? how would you create abestselling management book in this context?
  14. 14. the traditionalpublishing model
  15. 15. tomorrow?
  16. 16. from a an authorʼs from publisherʼs industry today perspective!
  17. 17. BusinessModelGeneration.com
  18. 18. ?do you want to know how we did it?
  19. 19. 3 topicshow it all the global results, started bestseller learnings, +
  20. 20. how it allstarted... 1
  21. 21. I come from the land of Heidi…
  22. 22. I have a PhD in the field of…
  23. 23. as a bookauthor I was a…
  24. 24. a no-name
  25. 25. but trysearching…
  26. 26. because of…
  27. 27. m y old blog
  28. 28. because of…
  29. 29. Slideshare.net/Alex.Osterwalder
  30. 30. because of…
  31. 31. that led to...
  32. 32. where I talk about...
  33. 33. how to design& find newbusinessmodels
  34. 34. we decided to write a …
  35. 35. BUT
  36. 36. “ you can’t write about business model innovation without an innovative business model ”
  37. 37. right?
  38. 38. the globalbestseller 2
  39. 39. ?what is it that you donʼtlike about business or management books?
  40. 40. we changed the format
  41. 41. we listened to…
  42. 42. management books are often…
  43. 43. toofat
  44. 44. toolight
  45. 45. toounpractical
  46. 46. Pellentesque sed quam in eros ultricies fringilla. Aliquam posuere massa tristique lacus porttitor rhoncus. Cras nec felis sit amet magna suscipit consequat. Nulla id tinciduntneque. Donec at nisl vel nisl varius dapibus et quis leo. Sed malesuada semper mauris vel aliquet. Nullam condimentum sollicitudin risus, eu porttitor arcu pulvinar id. Vestibulumvel augue nibh. Praesent sit amet tellus placerat velit dictum accumsan at eu arcu. In semper, quam eu dignissim imperdiet, quam ante fringilla nisl, cursus porttitor ligula diameget nibh. Maecenas eget libero est. Duis pharetra justo eget diam accumsan at cursus nisl accumsan. Cras placerat purus eu sapien convallis ac ultrices augue suscipit.Praesent eros metus, pellentesque et accumsan sed, accumsan id mi. Sed nec nisl ipsum. Vivamus imperdiet, leo eget commodo dapibus, nunc tellus vestibulum metus, velvenenatis neque mi vitae tortor. Aenean dui neque, vehicula id dictum eget, interdum ut enim. In euismod consectetur ultrices. In nulla nulla, porttitor id iaculis ac, porttitor eu diam.Morbi pellentesque ultricies lacinia. Duis sit amet ipsum risus, eu pulvinar diam. Vestibulum lacinia, elit et dictum sagittis, mauris tortor viverra augue, a vehicula libero sapien necarcu. Vestibulum bibendum dictum tellus at vulputate. Ut ut volutpat odio. Integer sit amet neque non nisi tincidunt consectetur. Praesent hendrerit tristique porttitor. Nullam inligula eget risus sodales dictum. Quisque sed nibh at ante volutpat venenatis in sit amet enim. Phasellus in mauris non purus gravida mattis nec ut augue. Etiam eget nisl id quamvolutpat facilisis nec quis arcu. Maecenas pharetra tristique urna, quis convallis odio dictum vel. Aliquam mi tortor, adipiscing non interdum eget, commodo et felis. Pellentesquealiquam, ante vitae venenatis cursus, tortor neque ultricies tellus, aliquam adipiscing dolor ipsum eget mi. Donec eu mauris sed nibh egestas vulputate quis sed neque. Nunchendrerit tempor nulla mattis sollicitudin. Donec pulvinar est id lorem cursus elementum. Nunc condimentum dapibus libero a porttitor. Nulla id turpis metus. Morbi nisi lacus,luctus sed ultrices pulvinar, fermentum eget diam. Aenean ante quam, mattis at commodo id, volutpat sagittis magna. Ut pharetra fringilla tristique. Donec feugiat, nisl ut sagittisfacilisis, tortor justo pharetra magna, sit amet euismod nulla justo et enim. Sed at elit id nibh feugiat viverra. Mauris mollis sapien id augue facilisis viverra. Curabitur eleifend too text-posuere eros, quis feugiat mauris viverra consequat. Proin ut arcu vel nibh suscipit placerat nec non neque. Maecenas lectus velit, egestas at molestie a, aliquam nec nulla. In inlectus vel nisl porttitor eleifend et non mauris. Pellentesque imperdiet, felis eu laoreet feugiat, urna purus vulputate leo, a cursus nulla massa ac turpis. Fusce eu mauris in nibhdignissim porta sit amet vitae nulla. Cras venenatis odio at enim iaculis aliquam. In rutrum ornare quam, nec ultrices justo euismod vel. Donec in ligula lacus. Class aptent tacitisociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Morbi feugiat elit a turpis ullamcorper scelerisque. Etiam ut tincidunt leo. Vestibulum quis ullamcorpermauris Integer venenatis tellus a augue venenatis lobortis. Donec rhoncus nisi fringilla erat tempus pulvinar. Nullam eu erat lacus, ut sollicitudin massa. Nullam nulla nisl, posuereid auctor ac, bibendum ac nisl. Vestibulum consequat ultricies risus, eu tincidunt enim feugiat interdum. Etiam cursus adipiscing libero, eu commodo metus imperdiet et. Aliquambibendum posuere mauris sit amet egestas. Aliquam mattis mi nec sapien condimentum et luctus ligula ornare. Donec eu lorem nisi. Maecenas ut mauris diam. Vestibulum vel veliteu justo malesuada pellentesque. Donec enim orci, congue at sollicitudin eget, imperdiet in magna. Quisque sed velit justo. Aenean pulvinar erat id massa laoreet vitae sagittislectus aliquam. Maecenas tristique nunc eget sem tempus fringilla. Sed vel purus a mauris semper interdum. Pellentesque sed quam in eros ultricies fringilla. Aliquam posueremassa tristique lacus porttitor rhoncus. Cras nec felis sit amet magna suscipit consequat. Nulla id tincidunt neque. Donec at nisl vel nisl varius dapibus et quis leo. Sed malesuada heavysemper mauris vel aliquet. Nullam condimentum sollicitudin risus, eu porttitor arcu pulvinar id. Vestibulum vel augue nibh. Praesent sit amet tellus placerat velit dictum accumsanat eu arcu. In semper, quam eu dignissim imperdiet, quam ante fringilla nisl, cursus porttitor ligula diam eget nibh. Maecenas eget libero est. Duis pharetra justo eget diamaccumsan at cursus nisl accumsan. Cras placerat purus eu sapien convallis ac ultrices augue suscipit. Praesent eros metus, pellentesque et accumsan sed, accumsan id mi. Sednec nisl ipsum. Vivamus imperdiet, leo eget commodo dapibus, nunc tellus vestibulum metus, vel venenatis neque mi vitae tortor. Aenean dui neque, vehicula id dictum eget,interdum ut enim. In euismod consectetur ultrices. In nulla nulla, porttitor id iaculis ac, porttitor eu diam. Morbi pellentesque ultricies lacinia. Duis sit amet ipsum risus, eu pulvinardiam. Vestibulum lacinia, elit et dictum sagittis, mauris tortor viverra augue, a vehicula libero sapien nec arcu. Vestibulum bibendum dictum tellus at vulputate. Ut ut volutpat odio.Integer sit amet neque non nisi tincidunt consectetur. Praesent hendrerit tristique porttitor. Nullam in ligula eget risus sodales dictum. Quisque sed nibh at ante volutpat venenatisin sit amet enim. Phasellus in mauris non purus gravida mattis nec ut augue. Etiam eget nisl id quam volutpat facilisis nec quis arcu. Maecenas pharetra tristique urna, quisconvallis odio dictum vel. Aliquam mi tortor, adipiscing non interdum eget, commodo et felis. Pellentesque aliquam, ante vitae venenatis cursus, tortor neque ultricies tellus,aliquam adipiscing dolor ipsum eget mi. Donec e mauris sed nibh egestas vulputate quis sed neque. Nunc hendrerit tempor nulla mattis sollicitudin. Donec pulvinar est id loremcursus elementum. Nunc condimentum dapibus libero a porttitor. Nulla id turpis metus. Morbi nisi lacus, luctus sed ultrices pulvinar, fermentum eget diam. Aenean ante quam,mattis at commodo id, volutpat sagittis magna. Ut pharetra fringilla tristique. Donec feugiat, nisl ut sagittis facilisis, tortor justo pharetra magna, sit amet euismod nulla justo et enim.Sed at elit id nibh feugiat viverra. Mauris mollis sapien id augue facilisis viverra. Curabitur eleifend posuere eros, quis feugiat mauris viverra consequat. Proin ut arcu vel nibhsuscipit placerat nec non neque. Maecenas lectus velit, egestas at molestie a, aliquam nec nulla. In in lectus vel nisl porttitor eleifend et non mauris. Pellentesque imperdiet, feliseu laoreet feugiat, urna purus vulputate leo, a cursus nulla massa ac turpis. Fusce eu mauris in nibh dignissim porta sit amet vitae nulla. Cras venenatis odio at enim iaculisaliquam. In rutrum ornare quam, nec ultrices justo euismod vel. Donec in ligula lacus. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos.Morbi feugiat elit a turpis ullamcorper scelerisque. Etiam ut tincidunt leo. Vestibulum quis ullamcorper mauris Integer venenatis tellus a augue venenatis lobortis. Donec rhoncusnisi fringilla erat tempus pulvinar. Nullam eu erat lacus, ut sollicitudin massa. Nullam nulla nisl, posuere id auctor ac, bibendum ac nisl. Vestibulum consequat ultricies risus, eutincidunt enim feugiat interdum. Etiam cursus adipiscing libero, eu commodo metus imperdiet et. Aliquam bibendum posuere mauris sit amet egestas. Aliquam mattis mi necsapien condimentum et luctus ligula ornare. Donec eu lorem nisi. Maecenas ut mauris diam. Vestibulum vel velit eu justo malesuada pellentesque. Donec enim orci, congue atsollicitudin eget, imperdiet in magna. Quisque sed velit justo. Aenean pulvinar erat id massa laoreet vitae sagittis lectus aliquam. Maecenas tristique nunc eget sem tempusfringilla. Sed vel purus a mauris semper interdum. nostra, per inceptos himenaeos. Morbi feugiat elit a turpis ullamcorper scelerisque. Etiam ut tincidunt leo. Vestibulum quisullamcorper mauris Integer venenatis tellus a augue venenatis lobortis. Donec rhoncus nisi fringilla erat tempus pulvinar. Nullam eu erat lacus, ut sollicitudin massa. Nullam nullanisl, posuere id auctor ac, bibendum ac nisl. Vestibulum consequat ultricies risus, eu tincidunt enim feugiat interdum. Etiam cursus adipiscing libero, eu commodo metus imperdietet. Aliquam bibendum posuere mauris sit amet egestas. Aliquam mattis mi nec sapien condimentum et luctus ligula ornare. Donec eu lorem nisi. Maecenas ut mauris diam.
  47. 47. so we looked outside…
  48. 48. made it moreappealing…
  49. 49. we decided todesigned the book …
  50. 50. BOOKPROTOTYPE
  51. 51. what about the business model?
  52. 52. ld styleo
  53. 53. ld styleo
  54. 54. ld styleo
  55. 55. ld styleo
  56. 56. ld styleo
  57. 57. yawn
  58. 58. let’s forgetpublishers andbreak the rules
  59. 59. get people to pay to help us write our book
  60. 60. buzzgroup
  61. 61. ?how do you get people to pay to help you write a book?
  62. 62. we already had…
  63. 63. newstyle
  64. 64. we built a Hub…
  65. 65. newstyle
  66. 66. newstyle
  67. 67. newstyle
  68. 68. $24.-
  69. 69. $36.-
  70. 70. $54.-
  71. 71. $81.-
  72. 72. $250.-
  73. 73. why did people pay for the Hub?
  74. 74. be the first
  75. 75. be part of somethingBIGGER
  76. 76. learn fromeach other
  77. 77. what aboutproduction &distribution?
  78. 78. content, design& coordination?
  79. 79. print &distribution?
  80. 80. fulfillment by Amazon
  81. 81. results,learnings,outlook 3
  82. 82. results
  83. 83. # 120ʼ000 #bmgen copies in print (Feb ʼ11)
  84. 84. top 10 softcover business# books year-to-date (after 9 months on the shelves)
  85. 85. # 17 #bmgen translations planned for 2011
  86. 86. # Business Model Canvas used around the world
  87. 87. learnings
  88. 88. co-creation and# transparency = increased vulnerability
  89. 89. # you canʼt control it so you need to govern it
  90. 90. co-creation and open# innovation is often more work
  91. 91. distribution is a# commodity / attention is the new scarcity
  92. 92. most co-creators will# be fairly passive most of the time
  93. 93. outlook
  94. 94. 150.- USD
  95. 95. THANK YOU! BusinessModelGeneration.com AlexOsterwalder.com BusinessModelAlchemist.com Twitter: business_design
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