FUTURELAB
The Marketer’s Bushido
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The Days of Simple Truths and Models are Over
• Principles & Beliefs
• Techniques
• Adaptive Learning
FUTURELAB

Chaos, where great dreams begin
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Insight
Respect
Bold Restraint
Financial Acumen
Inclusion
Perspective
Passion
FUTURELAB
The Marketer’s Bushido

INSIGHT
Understand what
truly drives your
customers
FUTURELAB

RESPECT
Let go of “bad” segmentation
Keep the promises you make
Don’t be a “one night brand”
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BOLD RESTRAINT
Understand the Power of WOM
Give People Stories to Tell
Practice the Art of Resonating Focus
One Whisper Can Conquer a Thousand Cries
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FINANCIAL ACUMEN
Show me the Money
• Establish structural measurements
• Pragmatically start connecting initiatives
• To customer lifetime value
• To choice drivers
• To actual media consumption
• Don’t take no for an answer

INCLUSION
THE MOMENT OF TRUTH
Your brand communicates every time
it touches a customer.
As a marketer you need to manage
this communication.
This makes you responsible for each
“moment of truth”
And every employee that affects it
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PERSPECTIVE
Be responsible AND make money
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FUTURELAB
Passion: Be the First Penguin

Insight
Respect
Bold Restraint
Financial Acumen
Inclusion
Perspective
Passion
FUTURELAB
The Marketer’s Bushido

FUTURELAB