My 9-min presentation for the 29th International Marketing Congress on 'Return on Relevance', in Ghent, on the 3th and 4th of December 2010.

1. E Qwè?!!
Where did we go wrong?!
@lucgaloppin !

2. E Qwè!
“What’s happening?”!
“What’s up?”!

3. My Early Career Anchors !
Cherry Picking Marketing Insights!

4. 2005:!
PowerPoint Change Manager
#fails
Diagnosis:!
If you want to be relevant
without permission,
forget it.!

5. My Quest For Relevance !
#1 Go local. Be there. Spend time.!
#2 Knowledge is in the community, not in a handbook.!
#3 Be a platform! !
#4 Work WITH Tribes, Not against them.!
#5 Ask “Why?” and “So what?” often.!

6. #1 Ask Mom & Dad !
Dad!
me!
Go local. Be there. Spend time.

7. #2 Photocopier Anthropology !
Knowledge is in the community

8. #3 LinkedIn Overdose !
Be a Platform

9. #4 Military Mindset !
Malik
Maj. Noorafzhal,
Jim Gant! tribal leader!
INFLUENCE WITHOUT AUTHORITY!
Work WITH tribes, not against them

10. #5 Learn From Children !
#1 WHY?!
#2 SO WHAT?!
Ask “Why?” and “So what?” often

11. My Quest For Relevance … !
#1 Go local. Be there. Spend time.!
#2 Knowledge is in the community, not in a handbook.!
#3 Be a platform! !
#4 Work WITH Tribes, Not against them.!
#5 Ask “Why?” and “So what?” often.!
… turns out to be all about
permission! !

12. Relevancy !
= !
co-creation!

13. E Qwè!
= !
1. What about you?!
2. Find your E Qwè!