Jonathan David Lewis

1. @JonathanD_Lewis
Using Survival
Psychology to Build a
Resilient Brand

4. No difference between
those that crash on a
mountain
and you

5. 10-80-10

6. 10-80-10
Prepared

7. 10-80-10
Paralyzed

8. 10-80-10
Panicked

10. UNCE TA NTY IS A LA K OF IN ORMA ION

11. UNCE TA NTY IS A LA K OF IN ORMA ION
AMBIGUITY IS UNCLEAR INFORMATION

12. WHAT IS GOING ON?

13. 7FACTORS

14. 1. Economy
2. Industry Disruption
3. Competition
The Wild

15. 1. Lack of Consensus
2. Loss of Focus
3. Loss of Nerve
4. Inconsistency
The Wild Inside

16. Loss of Nerve
Loss of Focus
Inconsistency
Lack of Consensus
Economy, Disruption, Competition

17. Loss of Nerve
Loss of Focus
Inconsistency
Lack of Consensus
Economy, Disruption, Competition Lost

18. Loss of Nerve
Loss of Focus
Inconsistency
Lack of Consensus
Economy, Disruption, Competition Lost
Afraid

19. Loss of Nerve
Loss of Focus
Inconsistency
Lack of Consensus
Economy, Disruption, Competition Lost
Afraid
Adrift

20. Loss of Nerve
Loss of Focus
Inconsistency
Lack of Consensus
Economy, Disruption, Competition Lost
Afraid
Adrift
Wild

21. Loss of Nerve
Loss of Focus
Inconsistency
Lack of Consensus
Economy, Disruption, Competition Lost
Afraid
Adrift
Wild
Savage

22. THE RESILIENT SURVIVE

23. WINNERS
EMBRACE
UNCERTAINTY
1

25. “Companies and people look at the pace of
change as a challenge, an obstacle, a
hurdle…We like to look at it as opportunity:
Get on the offense.”
- Mark Parker, CEO, NIKE

26. Healthy
Conflict

27. Fail
Budget
10%

28. FLEXIBILITY
BEATS
EFFICIENCY
2

29. “Ambiguity is… not something to be feared but
something that is a given…We never have complete
and perfect information. The best way to succeed is
to revel in ambiguity.”
- Grant Hammond
The Mind of War: John Boyd and American Security

34. CONNECTION
DEFUSES
DECAY
3

35. SECOND LAW OF THERMODYNAMICS
“a natural tendency of any isolated system to degenerate into a
more disordered state”

37. OWNED
PAID
EARNED

38. OWNED
PAID
EARNED
Experiential
Marketing
Content Marketing
Social
Media
Native
Advertising

40. “A winner is someone who
can build snowmobiles.”
- John Boyd

41. Hire it

42. Hire it
Encourage it

43. Hire it
Encourage it
Document it

44. WINNERS EMBRACE UNCERTAINTY
1
FLEXIBILITY BEATS EFFICIENCY
2
CONNECTION DEFUSES DECAY
3