#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 …

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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  • 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. some industry context
  • 3. # number of books published exploding[Steven  Piersanti, President, Berrett-Koehler Publishers, 2010]
  • 4. 1,000,000 new book titles were published in the U.S. in ʼ10
  • 5. 11,000new business books appear every year
  • 6. # book sales declining (despite publ. explosion)[Steven  Piersanti, President, Berrett-Koehler Publishers, 2010]
  • 7. 12% decline of sales in majorbookstore chains (ʻ07-ʼ09)
  • 8. # average book sales are shockingly small[Steven  Piersanti, President, Berrett-Koehler Publishers, 2010]
  • 9. 250copies is the yearly sales of the average U.S. non-fiction book
  • 10. A book has less than a 1% # chance of being stocked in an average bookstore[Steven  Piersanti, President, Berrett-Koehler Publishers, 2010]
  • 11. 250,000business books are fighting for shelf space
  • 12. buzzgroup
  • 13. ? how would you create abestselling management book in this context?
  • 14. the traditionalpublishing model
  • 15. tomorrow?
  • 16. from a an authorʼs from publisherʼs industry today perspective!
  • 17. BusinessModelGeneration.com
  • 18. ?do you want to know how we did it?
  • 19. 3 topicshow it all the global results, started bestseller learnings, +
  • 20. how it allstarted... 1
  • 21. I come from the land of Heidi…
  • 22. I have a PhD in the field of…
  • 23. as a bookauthor I was a…
  • 24. a no-name
  • 25. but trysearching…
  • 26. because of…
  • 27. m y old blog
  • 28. because of…
  • 29. Slideshare.net/Alex.Osterwalder
  • 30. because of…
  • 31. that led to...
  • 32. where I talk about...
  • 33. how to design& find newbusinessmodels
  • 34. we decided to write a …
  • 35. BUT
  • 36. “ you can’t write about business model innovation without an innovative business model ”
  • 37. right?
  • 38. the globalbestseller 2
  • 39. ?what is it that you donʼtlike about business or management books?
  • 40. we changed the format
  • 41. we listened to…
  • 42. management books are often…
  • 43. toofat
  • 44. toolight
  • 45. toounpractical
  • 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. so we looked outside…
  • 48. made it moreappealing…
  • 49. we decided todesigned the book …
  • 50. BOOKPROTOTYPE
  • 51. what about the business model?
  • 52. ld styleo
  • 53. ld styleo
  • 54. ld styleo
  • 55. ld styleo
  • 56. ld styleo
  • 57. yawn
  • 58. let’s forgetpublishers andbreak the rules
  • 59. get people to pay to help us write our book
  • 60. buzzgroup
  • 61. ?how do you get people to pay to help you write a book?
  • 62. we already had…
  • 63. newstyle
  • 64. we built a Hub…
  • 65. newstyle
  • 66. newstyle
  • 67. newstyle
  • 68. $24.-
  • 69. $36.-
  • 70. $54.-
  • 71. $81.-
  • 72. $250.-
  • 73. why did people pay for the Hub?
  • 74. be the first
  • 75. be part of somethingBIGGER
  • 76. learn fromeach other
  • 77. what aboutproduction &distribution?
  • 78. content, design& coordination?
  • 79. print &distribution?
  • 80. fulfillment by Amazon
  • 81. results,learnings,outlook 3
  • 82. results
  • 83. # 120ʼ000 #bmgen copies in print (Feb ʼ11)
  • 84. top 10 softcover business# books year-to-date (after 9 months on the shelves)
  • 85. # 17 #bmgen translations planned for 2011
  • 86. # Business Model Canvas used around the world
  • 87. learnings
  • 88. co-creation and# transparency = increased vulnerability
  • 89. # you canʼt control it so you need to govern it
  • 90. co-creation and open# innovation is often more work
  • 91. distribution is a# commodity / attention is the new scarcity
  • 92. most co-creators will# be fairly passive most of the time
  • 93. outlook
  • 94. 150.- USD
  • 95. THANK YOU! BusinessModelGeneration.com AlexOsterwalder.com BusinessModelAlchemist.com Twitter: business_design