Do or Die - Clark Kokich, Razorfish ChairmanPresentation Transcript
Do or DieClark Kokich
• What I hear CEO’s saying: “We seem to be trying all of these new technologies, and while some of it seems to be working, it doesn’t add up to anything that matters. I don’t need a bunch of $10-million ideas. I need a $1-billion idea.”• What we want CEO’s to be saying: “We’ve used digital technologies to completely transform our relationship with our best customers. It’s given us a sustainable competitive advantage, and as a result, we’re increasing sales and profits.”
Our challenge for the past fifty years:Change perceptions.
Our challenge today: Change reality.
Three key challenges:• Redefine the definition of a “big idea.”• Reverse the process, from “Channel Up” to “Idea Down.”• Master the art of collaboration.
Vail Case goes here
What Robert Katz and Vail got right:Developed a business idea, not just anothermarketing idea.• Reversed the process, from “Channel Up” to “Idea Down.”• Mastered the art of collaboration.