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What the Bakery has learnt baking brands and "start ups" together
 

What the Bakery has learnt baking brands and "start ups" together

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This was a talk I gave at KPMG's "meet the new kid".

This was a talk I gave at KPMG's "meet the new kid".
Its about what brands and start ups / innovative tech companies have learnt working together to take technology to market

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  • About a year ago today I left a comfortable job to dive into my new job
  • About a year ago today I left a comfortable job to dive into my new job
  • TO UNDERSTAND WHAT WE DO NEED TO UNDERSTAND WHY WE STARTED WE SAW A HUGE GAP
  • THIS IS HOW WE TALK ABOUT OURSELVES
  • ITS REALLY WEIRD LOOKING AT BIG COMPANIES….THEIR IS A CULTURE OF HOW NOT TO ACTUALLY GET THINGS DONEUNDER EUPHEMISMS OF: “WE NEED TO GET IT RIGHT, “WE NEED TO ONBOARD SUCH AND SUCH”
  • WE LIVE IN A WORLD WHERE WE TRUST THE OPINION OF STRANGER FORM WIGAN OVER A BRAND ADVERT IN A CULTURE OF ABUNDANCE – ANYTHIGN ANYTIME – NO SUBSTITUTE FOR GREAT PRODUCTS AND SERVCIES NO GLOSS CAN COVER UP
  • 1. The early stagers are tomorrow’s second marketIf investing over 3-5 year horizons, these are the guys 45% of GDP in US made by companies that didn’t exist 20 years ago 98% of new jobs created by companies born in last 5 years b) The articles need to be right - No provision for it in articles big barrier to later adoptio2. The success of the market depends on early education
  • ALL THESE BRANDS HAVE GIVEN US PROBLEMS REFRAIN IS THE SAME….WE JUST CANT DO THIS STUFF AND THAT’S GREAT….
  • FINDING THE BEST TECH IS A BIT LIKE PANNING FOR GOLD YOU NEED TO GO THROUGH A LOT OF SLUDGE
  • BMW TECHNOLOGY – FIRST PITCH WAS ABOUT
  • THERE ARE EXCEPTIONS BUT BRANDS WANT ‘PLUG AND PLAY’ AS MUCH AS POSSIBLE
  • WERE HUMANS
  • About a year ago today I left a comfortable job to dive into my new job Ive now done both things and ive got lots of points of view

What the Bakery has learnt baking brands and "start ups" together What the Bakery has learnt baking brands and "start ups" together Presentation Transcript

  • 1 Year In what the Bakery has learned taking new technologies to trial market for brands
  • How we get tech to market for brands Why It Matters What we’ve learnt
  • How we get tech to market for brands Why It Matters What we’ve learnt
  • DIFFERENT WORLDS. Different languages. Different expertise.
  • THE UNIQUE THING WE DO IS “FIND THE MARKET” FOR THE TECH COMPANIES
  • HOW WE TAKE TECH TO TRIAL MARKET IN 8 WEEKS
  • examples
  • examples
  • How we get tech to market for brands Why It Matters What we’ve learnt
  • Software is eating the world
  • Innovation is doing not talking
  • Experiences > comms Thanks  to  John  V  Willshere  
  • How we get tech to market for brands Why It Matters What we’ve learnt
  • 1.  The appetite is huge AND GROWING
  • 2. Curation Matters
  • 3. BRANDS DON’T care about the technology “A  virtual  assistant  that  can  help  by  finding  the  best   answer    to  a  ques>on  be?er  than  human”  
  • 4. Stage Matters
  • 5. Process Matters TIMING  PLAN       Wednesday:  Source  Data  Feeds     Friday:  Start  Tes4ng       Tuesday:  Finish  Tes4ng  and  get   Client  Feedback       Thursday:  Amends       Frday:  Go  Live      
  • 6. People matter as much as product
  • AND ONE THING THAT DOESN’T matter: location
  • WE’RE GREAT AT GETTING THINGS TO TRIAL THAT NORMALLY WOULDN’T “We  spent  6  months  planning  an  innova>on  and  got  the  plans   signed  off  at  every  level.  And  then  it  got  killed”  (O2)         We  basically  prototyped  Nike  Fuel  Band  3  years  before  Nike  and   it  got  killed”  (Phillips)  
  • 1 Year In what the Bakery has learned taking new technologies to trial market for brands