2. “Because the purpose of business is to
create a customer, the business enterprise
has two—and only two—basic functions:
marketing and innovation.”
Peter Drucker
6. Macro-trends
FROM POST- TO ULTRA-MODERNITY:
“Man as the measure of all things”
Downshifting -> Simplicity
Value for money, price sensitivity, discounts
Transparency -> Clarity
Open communications, clear essence
Selfness -> Control
Self-governance, tangibility
Age of Less -> Substance
Long-term thinking, lightness
7. “The job of leadership today is not
just to make money. It is to make
meaning.” – John Hagel
9. MEANING
FUTURE
GREEN Self- SOCIAL
actualization
SOCIAL SOCIAL
Self-esteem
Sense of belonging
Safety needs
Physiological needs
FUNCTIONALITY
PRESENT
EMOTIONAL UTILITARIAN
The pyramid
is a cube
10. MEANING
FUTURE
GREEN Self- SOCIAL
actualization
SOCIAL SOCIAL
Self-esteem
Sense of belonging
Safety needs
FUNCTIONALITY
Physiological needs
PRESENT
EMOTIONAL UTILITARIAN
32. “It has to be based on truth. Has to have a sense of wonder.
You must bring something to it that no one else has because of who you are.
What’s interesting about you is you.”
– Alonzo King
54. Shorter
Hyper-
attention
connectivity
spans
Economy of
micro-scale
Miniaturization of Hyper-
content, products, transparency
and services
Only 48 seats of
Fragmentation
demand and
supply
55. DISTRIBUTION
TIMING
TIMING DISTRIBUTION
Widgets
Lean into the Social media
frame
SHRINK YOUR
Take advantage of
the new prime BRAND!
times
Democratic
exclusivity
Adjust your
marketing cycle
CONTENT/FORMAT
Micro-blogging Video/audio-snacking “Small” amateur stories
Only 48 seats
CONTENT/FORMAT
56. The Seven Rules of the Chief Meaning Officer
RULE #3
ACTIVATE YOUR CUSTOMERS
57. “Brands aren’t defined by campaigns
anymore, but by the consumer ecosystems
we nurture to support them.”
-Mike Mendenhall, CMO, Hewlett-Packard
58. “Open it up and it will design itself.”
Norman Lewis
Top innovators are 19% more likely to have an open approach to
innovation compared to the average company. They are especially likely to
open up their business intelligence and idea development to third parties
- Arthur D. Little innovation report 2009
58
80. “Media is inherently social.
It provides an idea pathway between people.”
- Faris Yacob
81. Social media will be THE media
Social Media is here to stay.
The influence of the masses will only continue to grow as
Social Media tools improve and more and older consumers
climb the Social Technographics Ladder, moving from in-
actives, spectators, and joiners to collectors, critics, and
creators.
83. All products and services will be SOCIAL
Where?
Social networks
What?
Social content
How?
Social publishing Social search
Social gaming Social shopping
What for?
Social impact Social currency
101. The Seven Rules of the Chief Meaning Officer
1. LISTEN AND CONVERSE (CONVERGE)
2. ATOMIZE!
3. ACTIVATE YOUR CUSTOMERS
4. THINK AND ACT LIKE A MEDIA
COMPANY
5. GIVE MORE THAN YOU TAKE
6. BE THE CHANGE
7. DISRUPT!
102. PURPOSE
[Transcendence]
MEANING
Internal PRODUCT/SERVICE External
brandholders [Scarcity] brandholders
Real-time conversations
Micro-content
Open collaboration
COMMUNITY
[Sociality]
103. Chief Meaning Officer checklist
SMALL DRAMATIC SOCIAL CONVERSATIONAL DISRUPTIVE RESPONSIBLE
Micro Making sense Connecting Listening Making you think Doing good
Customizable Cohesion Community Empathy Disruption Political
Relevant Convergence Belonging Adaptive Divergence Socially responsible
Actionable Morale Identity Changing messages Deconstruction Eco-friendly
Eye-to-eye Consistency Like-minded Two-way Surprise Ethical
Direct Imagination Affinity Let go of control Shock Human rights
Instant Entertainment New people Open Unexpected Values
Accessible Cultural relevance Status Respect Unlikely Family
Sharable Characters Compassion Flow Challenging Nation
Atomized Suspense Fun Topical status quo Common Good
Comedy Love Point-of-view Unique Earth
Tragedy Friendship Attention-grabbing
Identification Hobbies Different
Fans In your face