CUSTOMER

FOCUSED
PUBLISHING
             Michael S. Hyatt
               President & CEO
               Thomas Nelson

  ...
“How Thomas Nelson
  moved away from
imprints and closer to
  customer wants”
THOMAS NELSON 1.0
1798
THOMAS NELSON 2.0
18
Separate Imprints
THOMAS NELSON 3.0
PBS, “Fish Commercial”
Video Clip in Actual Presentation
Current        Current         Current
  Thinking        Actions        Outcomes




                                Extra...
BAU
                                   A New
           Current
                                   Reality
          Think...
One Company
ynapmoC enO
Organizing Around
Consumer Categories
It’s not about us.
It’s about the customer.
Inside-Out Perspective



 Most publishing companies start with
themselves and then look at the market.
Outside-In Perspective



     We wanted to start with our
customers and then look at ourselves.
Children



Business         Gift
W
         Books
Nelson             Rutledge
Books                Hill
         Nelson
         Current
Strategic Publishing Units

  Bibles       Brands     Trade 1      Trade 2      Specialty


                          Spir...
Functional Silos




Editorial        Marketing     Sales
Focused Teams
Focusing on the
Thomas Nelson Brand
Asylum Records
Epic Records
Atlantic Records
Top Selling Albums
# Artist         Album           Sales Label
4 Pink Floyd     The Wall        23M Columbia
5 Billy Joel...
20th Century Fox
20th Century Fox
Dreamworks
Top Grossing Movies
 # Movie                      Gross Label
 4 E.T.                       $435M Universal
 5 Star Wars: ...
Retailers?
Authors?
Publishers!
EDS, “Airplane Commercial”
Video Clip in Actual Presentation
Bene ts (so far)
1. A simpli ed business model
2. Better internal collaboration
3. Greater consumer focus
4. More market v...
Q&A
      Michael S. Hyatt
           President & CEO
           Thomas Nelson

              May 31, 2007
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
Customer Focused Publishing
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Customer Focused Publishing

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Excellent presentation at the Book Expo America, June 2007, by Michael S. Hyatt (President & CFO Thomas Nelson Publishers). More background on this presentation can be found on http://tinyurl.com/2jlj2j. Audio is available on http://tinyurl.com/2kwbd4. Uitgebreid Nederlands artikel op: http://tinyurl.com/2mja9c

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Customer Focused Publishing

  1. 1. CUSTOMER FOCUSED PUBLISHING Michael S. Hyatt President & CEO Thomas Nelson May 31, 2007
  2. 2. “How Thomas Nelson moved away from imprints and closer to customer wants”
  3. 3. THOMAS NELSON 1.0
  4. 4. 1798
  5. 5. THOMAS NELSON 2.0
  6. 6. 18 Separate Imprints
  7. 7. THOMAS NELSON 3.0
  8. 8. PBS, “Fish Commercial” Video Clip in Actual Presentation
  9. 9. Current Current Current Thinking Actions Outcomes Extraordinary Extraordinary Extraordinary Outcomes Thinking Actions
  10. 10. BAU A New Current Reality Thinking Reality Thinking the Crisis Unthinkable; Taking Unorthodox Action Possibility
  11. 11. One Company ynapmoC enO
  12. 12. Organizing Around Consumer Categories
  13. 13. It’s not about us. It’s about the customer.
  14. 14. Inside-Out Perspective Most publishing companies start with themselves and then look at the market.
  15. 15. Outside-In Perspective We wanted to start with our customers and then look at ourselves.
  16. 16. Children Business Gift
  17. 17. W Books Nelson Rutledge Books Hill Nelson Current
  18. 18. Strategic Publishing Units Bibles Brands Trade 1 Trade 2 Specialty Spiritual Study Gift Books Business, Growth Lucado Culture Eldredge & People Maxwell MacArthur Practical Readability Children McLaren Living McManus Miller General Stanley Interest WOF & Lifestyle Curriculum Fiction Spanish
  19. 19. Functional Silos Editorial Marketing Sales
  20. 20. Focused Teams
  21. 21. Focusing on the Thomas Nelson Brand
  22. 22. Asylum Records
  23. 23. Epic Records
  24. 24. Atlantic Records
  25. 25. Top Selling Albums # Artist Album Sales Label 4 Pink Floyd The Wall 23M Columbia 5 Billy Joel Greatest Hits 21M Columbia 6 AC/DC Back in Black 21M Epic 7 Garth Brooks Double Live 20M Capitol 8 Shania Twain Come on Over 20M Mercury 9 The Beatles The Beatles 19M Capitol 10 Fleetwood Mac Rumours 19M Warner
  26. 26. 20th Century Fox
  27. 27. 20th Century Fox
  28. 28. Dreamworks
  29. 29. Top Grossing Movies # Movie Gross Label 4 E.T. $435M Universal 5 Star Wars: Episode I $431M Lucas lm 6 Pirates of the Caribbean $423M Disney 7 Spider-Man 1 $404M Columbia 8 Star Wars: Episode III $380M Lucas lm 9 The Lord of the Rings $377M Newline 10 Spider-Man 2 $374M Marvel
  30. 30. Retailers?
  31. 31. Authors?
  32. 32. Publishers!
  33. 33. EDS, “Airplane Commercial” Video Clip in Actual Presentation
  34. 34. Bene ts (so far) 1. A simpli ed business model 2. Better internal collaboration 3. Greater consumer focus 4. More market visibility
  35. 35. Q&A Michael S. Hyatt President & CEO Thomas Nelson May 31, 2007
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