Pb presentation oct 4, 2011 2


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  • Thanks to Dave Collins for inviting me to this event, and allowing me to share some of my experiences
  • I have a big sense of whimsy, and I love humor in the workplace When I started Analog Sherpa I used this illustration in one of my early posts.I love it because it captures the sense of dislocation I find in most of my clients…and many of my friends when it comes to understanding the new digital world we are finding ourselves.Digital Natives don’t really get the joke, but they laugh politely…that’s all I ask
  • ----- Meeting Notes (10/1/11 16:53) -----
  • Getting to the issue that is really important to most of us here today is the state of OUR business economy. The changes in media and marketing, combined with a stagnant economy are hurting all of us. There appear to be changes headed our way – and what should we make of them?I like the plan from the USPS to make the necessary cuts, but this is really filled with problems – both from the constituency – mail recipients and mailers. The big question is that will Congress act in the current political environment.Newspapers are facing similar challenges. One virtual monopolies that used their presses to print money, the now see those presses as boat anchors. Most newspapers are heavily in debt, with little prospect of regaining their past glory and financial fortunes. We are coming close to the day when newspapers no longer print – but are distributed via the web and on tables and hand held devices. This is how I get most of my news today, and I am a very heavy consumer of news…mainly for business purposes in consulting
  • Change has been a big factor since …forever. In 1998 Dr. Spencer Johnson, a co-author of One Minute Manager back in the 80’s publsihed Who Move my Cheese. It took off then, and is still selling well 13 years later. It uses the metaphor of mice who run a maze and having their cheese moved – it’s cute, but a little over simplified for my taste. But for many it helped them identifty change…especially the message that only by changing can you get your cheese.As I said it’s a little “cheezy” for my taste.
  • One of the key factors in business today is the factor of the multi generational workplace we have today. As a Boomer I enjoyed many benefits coming into the workplace back in the 70’s and those extended for many years with Boomers, and their distinct attributes leading the charge.This changed with the next distinct generation – Gen X a large group, but with many negative stigma attached to them. They have been called the ‘lost generation’ or slackers. Strong dislike for authority they were late coming into the workplace.The next change were the Millenials, those born after 1975, or so, and who came of age at the turn of the century. The are the counterpoint to Gen Xers and are industrious to a fault. They also grew up with computers and their education with highly collaboratve.The challenge for today is integrating all three of these generations….and that is not easy – for managers and for marketers
  • There are many leaders we could chose to observe, and perhaps, these guys are a little obvious, but there are complex stories behind their success and why they lead their markets, and how they have survived when many of their competitors have not.
  • In addition to the tools that you can use there are key places you can keep an eye on tech trends. Enough watching will help you to see the REAL trends that are coming – which ones to jump on and which ones to pass on.This will save you tons of money in the long run.
  • Pb presentation oct 4, 2011 2

    1. 1. Meeting the Challenge of Change<br />
    2. 2. “Toto, I don’t think that we are in Kansas anymore!”<br />
    3. 3. Our Rapidly Changing World<br />“May you live in interesting times”<br />If you feel stressed, you are not alone<br />Everything is changing and impacting all aspects of our lives<br />“Not the World we grew up in” – That Used to Be Us – Friedman<br />“Generations” as the great differentiator in our response to change – who you are determines much of how you think<br />Is this the new ‘normal’…yes!<br />
    4. 4. Today’s Mission<br />Talk about How Change is impacting all of us<br />Change is disruptive and technology distracting<br />Innovation as a key driver for positive change & growth<br />Tools and Recommendations for the knowledge you need<br />Question period at the end…but if just you can’t hold it – speak up<br />
    5. 5. The New Media Marketplace<br />
    6. 6. Crowd Sourcing on Your Digital Proclivities<br />Texting<br />Tweeting<br />Facebooking<br />Posting / Blogging<br />LinkedIn<br />Yelp / Foresquare<br />Google +<br />MySpace<br />Nike +<br />Reader<br />How many are doing integrated marketing now<br />
    7. 7. Technology Comes at a Price<br />Los Angeles Times, Sunday October 2, 2011<br />Following a family from OC on the aspects of how we leave digital footprints everywhere<br />Nearly all sites on the web follow – cookies<br />iPhones record location and activities<br />Data is sold to data aggregators.<br />Even I am alarmed – we tend to forget how open we are<br />
    8. 8. Origins of My POV<br />Studied American, European, Russian and Japanese history. History is great for perspective and has served me well.<br />I have extensive experience and success leading sales and leading organizations<br />Start-ups and Turnarounds are my hallmark<br />Iam an Early Adopter and kind of geek on technology<br />
    9. 9. My Experience<br />Disneyland<br />Xerox<br />Nuclear Plants<br />Harte-Hanks<br />OC Register<br />Diversified Direct<br />Signs of Support<br />Names In the News<br />Direct List Technology<br />Consulting – Bunch & Co<br />Trojan Wire<br />Blogebrity<br />Blogs with Balls<br />Ballers Network<br />SEO Intelligence<br />Pinacol / Blazonco<br />InterActTeamworks<br />Analog Sherpa<br />
    10. 10. Genesis of Analog Sherpa<br />An off shoot of my 20 year consulting Lyn Bunch & Company.<br />Guide people up the digital mountain, and back down again!<br />Consult and strategize with individuals and organizations with a focus on the integration of digital and analog skills and tools to emerging business situations.<br />Most of my clients by relationship or referrals<br />Also into Behavioral Technology and Digital Humanities<br />
    11. 11. The Elephant in the Room Today<br />The declining volumes & revenues for direct mail & print advertising – newspapers.<br />This is my core business areas, and where most of my clients have been over the last 20 years.<br />USPS Plan – I love the honesty, but will cause dislocation and with political risk<br />Newspapers – News without Paper<br />
    12. 12. Change - It’s All About the Cheese <br />Who Moved My Cheese – Dr. Spencer Johnson<br />Small book with very large sales in 1998<br />Still going strong…if not stronger today<br />About coping with change<br />We were feeling the impact of the changes back then, and even more today<br />
    13. 13. Generational Impact on Business<br />Traditionals – Before 1946<br />Boomers – Beginning 1946 ending in 1964<br />Generation X – Mid Sixties to Mid Seventies – 51M<br />Millennials – Mid Seventies – 75M<br />Each generation has it’s own unique characteristics including work and communications styles – causes friction between generations<br />
    14. 14. What Digital Natives Look Like in Their Habitats<br />
    15. 15. What DN’s Wear to Their Wedding<br />
    16. 16. The Path of Technology<br />Trend line of history – both building and cumulative<br />What Technology Wants – Kevin Kelly<br />Where Good Ideas Come – Stephen Johnson<br />Follow the inventors and creators, but invest in the 2nd movers – that’s where the money is.<br />
    17. 17. The Three I’s<br />These are three key areas that I focus on in my initial consulting with new clients. I’ve found that they are helpful in 80% of new engagements…<br />Innovation<br />Integration<br />Implementation<br />
    18. 18. Innovation<br />Innovation takes many forms for major to minor<br />Disruptive innovation – coined by Clayton Christiansen<br />Little Bets – Peter Sims<br />Innovation should be a continual process in every orgranization – is the key to digital world<br />
    19. 19. Tips on How to Innovate from Borrowing Brilliance (Left)<br />Defining – Deine the problem you are trying to solve<br />Borrowing – Borrow ideas from places with a similar problem<br />Combining – Connect and combine these borrowed ideas<br />Incubating - All the combinations to incubate into a solution<br />Judging – Identify the strength and weakness of the solution<br />Enhancing – Eliminate the weak points while enhancing the strong ones<br />
    20. 20. Mastering the 5 Skills of Disruptive Innovators (Right)<br />Discovery Skill 1 – Associating<br />Discovery Skill 2 – Questioning<br />Discovery Skill 3 – Observing<br />Discovery Skill 4 – Networking<br />Discovery Skill 5 - Experimenting<br />
    21. 21. The Business of Innovation …is Profitable<br />The Innovators DNA<br />The Myths of Innovation<br />The Art of Innovation<br />The Myths of Innovation<br />The Ten Faces of Innovation<br />Borrowing Brilliance<br />Little Bets<br />The Comeback<br />Think Better<br />
    22. 22. Integration<br />Integration is critical to future success – your customers expect it, and will follow those who do it<br />Integration includes the total communications channel across multiple media plaforms<br />The true ‘integrator’ will control the customers buy<br />The integrator is at the top of the food chain<br />Integration is strategic – not tactical<br />
    23. 23. Implementation<br />AKA - Execution<br />Most organizations are inherently poor at implementation.<br />We like to start things, but follow-up and follow though are HARD for most<br />I’ve found this to be key to implementing change and innovation – takes time and diligent follow through<br />
    24. 24. Learning from Key Business Leaders<br />Apple<br />Amazon<br />Nike<br />Walmart<br />Follow others who are breaking away from the pack – why, and how can you use those insights and tools<br />
    25. 25. Apple<br />Steven Jobs – the face of innovation<br />A key driver of “Innovation Premium”<br />Several acts and reloads – not all successful<br />Selling products at a premium – when others can’t<br />Designing products that people don’t know they need<br />The Apple store – a sea of blue t-shirts<br />New OSX – moves to the Cloud<br />
    26. 26. Amazon<br />“The earth’s biggest bookstore”<br />Survivor of the dot com bust<br />Smart learning organization<br />Amazon ‘Prime’ – double/triple sales volume<br />Online advertising data<br />Server space – the leader in digital server space<br />New tablet is Cloud driven – fits Amazon model<br />
    27. 27. Nike<br />World’s largest athletic shoe and clothing company<br />Really a digital platform for sport & technology<br />2007 devoted 80% of marketing into digital<br />Nike + - major tech win<br />Ballers Network – not so much<br />Sustainable Business & Innovation Lab – start-up for environment and healthy lifestyles<br />
    28. 28. Walmart<br />World’s largest retailer<br />Purchase of Kosmix for 300M – ‘social genome’ project<br />Leading transition to ‘social commerce’ <br />Referrals to e-commerce & Facebook<br />Volumes – live time social media filters<br />6.1M photos daily through<br />830M items on Facebook<br />
    29. 29. Lessons Learned from These Leaders<br />There are second chances…and even thirds<br />Leaders continue to innovate to remain market leadership<br />Innovation happen even in mundane applications<br />Sometimes you follow the crowd – sometimes you lead the crowd, and they will follow<br />Engagement sells – online and in-person<br />
    30. 30. The Dark Side - Distraction<br />Distraction – Maggie Williams<br />Alone Together – Sherry Turkle<br />Articulates the basis for a new study on the relation of digital tools in our lives and workplace<br />Numerous additional studies in a growing field of study on the negative consequences of our new digital work and life style<br />My larger clients are now starting to take this into account in their workplace design and staffing plans<br />
    31. 31. Tools YouCan Use<br />Google Reader – by Google, a customizable source<br />Amazon – Synopsis of all books they sell – reader reviews<br />getAbstract – brief synoposis of key business books<br />Alltop – by Guy Kawasaki – your sources on a web page<br />Follow companies like: Gallup, McKinsey, Accenture and Edleman<br />Follow other key thought leaders by linking to them<br />Above all – stay current and watch trends<br />Yes, and… key to improvization, and a key tool for education and innovation<br />
    32. 32. Tech Sites to Trend Watch<br />Tech Crunch<br />BGR<br />Gizmodo<br />Engadget<br />Mashable<br />Lifehacker<br />Wired Top News<br />ARS Technology<br />Read Write Web<br />Mobile Crunch<br />Boing Boing<br />
    33. 33. The Future of Mail<br />No great growth spurts projected<br />First Class mail is like to continue to decline<br />Mail will continue to be an integral component of many marketing campaigns<br />As USPS reduces costs there should be additional opportunities for services to facilitate timely mail<br />
    34. 34. The Future of Newspapers<br />No longer a monopoly with total pricing power<br />Paid newspaper circulation will continue to decline in US, while increasing in overseas markets<br />Will become integrated marketing companies that provide targeted advertising services across a number of platforms<br />Newspapers are currently planning for the day they cease to print for daily publication<br />
    35. 35. In Conclusion<br />Embrace change for the opportunities it brings<br />Aggressively look for ways to innovate to take advantage of changing environment<br />Be THE driver of integration to maintain client control<br />Keep Calm & Carry On<br />