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Fear Factor

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fear factor - fear to differentiate is something that majority of brands suffer from today

fear factor - fear to differentiate is something that majority of brands suffer from today

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  • 1. Fear FACTOR Master’s Thesis, Lucia Tarbajovska
  • 2. Berlin School of Creative Leadership Master’s thesis Theme: Fear Factor Author: Lucia Tarbajovska, Class 2008 - 2009
  • 3. implications of fear factor
  • 4. implications of fear factor
  • 5. implications of fear factor
  • 6. implications of fear factor
  • 7. implications of fear factor organization
  • 8. implications of fear factor organization
  • 9. implications of fear factor organization
  • 10. implications of fear factor organization industry
  • 11. hypothesis Fear to differentiate is the primary driver of mediocrity for brands in the market. As if brands lost their guts and courage to stand out and stand for something crisp.
  • 12. How
to
create
 a
fearless
organization?
  • 13. lack of differentiation “2,500 brands we studied over three years time, where almost 70% were stagnant or declining in differentiation” “ Positioning guru Jack Trout and Kevin Clancyʼs research found that brand differentiation declined in 40 of 46 categories as studied by Copernicus/ Market Facts.” “Only 7% of prime time commercials were found to have differentiating messages.”
  • 14. lack of courage Brands have increasing difficulty in differentiating themselves. The only way they can create a realizable competitive advantage is by having a distinctive point of view. However stepping outside of the norms is highly risky. There is safety in being in the pack. Courage means confronting the anxiety that goes with difficult choices and then committing to the ideas that ensue.
  • 15. fearless leaders
  • 16. brand prostitution Sticker by Peter Saville, This is not a brothel, www.cpluv.com
  • 17. familiarity and fear Aesop's Fables (1884), 21. The Fox and the Lion.
  • 18. fearless cultures source: http://www.andrews.edu/~tidwell/bsad560/ source: http://gbr.pepperdine.edu/images/073/ua.gif HofstedeUncertainityAvoidance.html
  • 19. fearless org cultures Four freedoms of DDB - Freedom from fear, Freedom to fail, Freedom from chaos, Freedom to be.
  • 20. gap between strategic & creative Source: Marty Neumeier, Brand Gap
  • 21. smell of fear A recent study confirms presence of fear alarm center and alarm pheromones in the olfactory system. Grueneberg ganglion at the tip of a nose contains olfactory neurons with some specialized chemosensory functions. Source: Julien Brechbühl, Magali Klaey and Marie Broillet from University of Lausanne, Science in August 2008
  • 22. research
  • 23. a word on research • methodology - quantitative, qualitative • sample size - cca 50 respondents • interviews • self-study • errors - ambiguity of fear
  • 24. impact of fear on creativity
  • 25. I. fear influencing creativity
  • 26. II. positive vs. negative influence of fear on creativity
  • 27. III. positive influence of fear on creativity
  • 28. IV. negative influence of fear on creativity
  • 29. v. sources of fear in creativity
  • 30. impact of fear on leader
  • 31. leading yourself, employees and partners yes no 34,5% leader 67,3% 36,4% employees, teams 67,3% 40,0% leading leading employees & teams suppliers & partners
  • 32. impact of fear on organization
  • 33. I. influence of fear on organization
  • 34. II. influence of fear on vision & innovation
  • 35. iii. pretesting of products always sometimes never
  • 36. V. Criteria of p retesting p roducts
  • 37. vi. positive business case only
  • 38. impact of fear on industry
  • 39. influence of fear on industry
  • 40. How
to
create
 a
fearless
organization?
  • 41. Qualities of Fearless leaders
  • 42. Qualities of Fearless leaders challengers create religion blue ocean making tough calls love ideas fearless original zig zag listeners customer centric Gods love
crisis enterpreneurstrend setters adventurous mavericks out of the box corageous focused competitive lone dissenters create religion independent loving novelty distinctive visionary passionate provocateurs
  • 43. 10 freedoms from fear
  • 44. 10 freedoms from fear 1. Keep it low.
  • 45. 10 freedoms from fear 1. Keep it low. 2. Create culture free from fear.
  • 46. 10 freedoms from fear 1. Keep it low. 2. Create culture free from fear. 3. Find your own tribe/s.
  • 47. 10 freedoms from fear 1. Keep it low. 2. Create culture free from fear. 3. Find your own tribe/s. 4. Stop the brand prostitution.
  • 48. 10 freedoms from fear 1. Keep it low. 2. Create culture free from fear. 3. Find your own tribe/s. 4. Stop the brand prostitution. 5. Use your nose to smell the fear.
  • 49. 10 freedoms from fear 1. Keep it low. 2. Create culture free from fear. 3. Find your own tribe/s. 4. Stop the brand prostitution. 5. Use your nose to smell the fear. 6. Do you really need to test?
  • 50. 10 freedoms from fear 1. Keep it low. 2. Create culture free from fear. 3. Find your own tribe/s. 4. Stop the brand prostitution. 5. Use your nose to smell the fear. 6. Do you really need to test? 7. Middle is trouble.
  • 51. 10 freedoms from fear 1. Keep it low. 2. Create culture free from fear. 3. Find your own tribe/s. 4. Stop the brand prostitution. 5. Use your nose to smell the fear. 6. Do you really need to test? 7. Middle is trouble. 8. Linear thinking is predictable.
  • 52. 10 freedoms from fear 1. Keep it low. 2. Create culture free from fear. 3. Find your own tribe/s. 4. Stop the brand prostitution. 5. Use your nose to smell the fear. 6. Do you really need to test? 7. Middle is trouble. 8. Linear thinking is predictable. 9. Familiar is dangerous.
  • 53. 10 freedoms from fear 1. Keep it low. 2. Create culture free from fear. 3. Find your own tribe/s. 4. Stop the brand prostitution. 5. Use your nose to smell the fear. 6. Do you really need to test? 7. Middle is trouble. 8. Linear thinking is predictable. 9. Familiar is dangerous. 10. Have no set rules.
  • 54. Fear
Factor
  • 55. Fear Factor
  • 56. FEAR
FACTOR
  • 57. FEAR FACTOR