Prof. Drucker Would Like a Word . . . Tim Walker @Hoovers @Twalk

Surface = different Core = same

Surface = different

Core = same

“ The purpose of a business is to create a customer.”

“ The purpose of a business is to create a customer.”

1. Create a customer. 2. Build enterprise value. 3. Differentiate. 4. Short term / long term.

1. Create a customer.

2. Build enterprise value.

3. Differentiate.

4. Short term / long term.

Core questions Social

Core questions

Social

The ecosystem evolves.

. . . Ops Sales Mktg.

IT . . . Ops Sales Mktg.

IT . . . Ops Sales Mktg.

IT . . . Ops Sales Mktg.

$$ IT . . . Ops Sales Mktg.

$$ IT . . . Ops Sales Mktg.

Two Modes

A world of knowledge

The emotive social Web Awareness of brand, product, etc. Sentiment Narrative . . .

Awareness of brand, product, etc.

Sentiment

Narrative

. . .

Essentials Iterate. Be authentic. Have conversations. — Know the goal.

Iterate.

Be authentic.

Have conversations.

—

Know the goal.

Mindset Hear the TRUTH. Find / serve AUDIENCE.

Hear the TRUTH.

Find / serve AUDIENCE.

“ How can I be of use?”

“ How can I be of use?”

Fodder Platforms. Entrepreneurial strategies. R.O.I. Play + discovery. Compliance. Institutional inertia.

Platforms.

Entrepreneurial strategies.

R.O.I.

Play + discovery.

Compliance.

Institutional inertia.

I’d love to hear from you. [email_address] @Hoovers @Twalk

I’d love to hear from you.

[email_address]

@Hoovers

@Twalk

A: Entrepreneurial Strategies Being “Fustest with the Mostest” “ Hitting Them Where They Ain’t” Ecological niches Changing values & characteristics

Being “Fustest with the Mostest”

“ Hitting Them Where They Ain’t”

Ecological niches

Changing values & characteristics

1: “Fustest” / “Mostest”

1: “Fustest” / “Mostest”

2: “Where They Ain’t” Creative imitation Entrepreneurial judo

Creative imitation

Entrepreneurial judo

3: Ecological niches Toll-gate – Alcon, Google Specialty-skill – records management Specialty-market – casino suppliers

Toll-gate – Alcon, Google

Specialty-skill – records management

Specialty-market – casino suppliers

4: Values & Characteristics Create utility – Lenox bridal registry Pricing – Gillette (price per shave) Adapt to customer reality – McC.’s reaper Deliver value – as defined by the customer

Create utility – Lenox bridal registry

Pricing – Gillette (price per shave)

Adapt to customer reality – McC.’s reaper

Deliver value – as defined by the customer

B: Windows of Opportunity

1: Strange success / failure

1: Strange success / failure

2: Incongruities

2: Incongruities

3: Process needs

3: Process needs Self-contained process Weak / missing link Clear objectives Clear specifications “ There ought to be a better way.”

Self-contained process

Weak / missing link

Clear objectives

Clear specifications

“ There ought to be a better way.”

3: Process needs

4: Structural change

4: Structural change

5: Demographic change

5: Demographic change

6: Changed meaning

6: Changed meaning

7: New knowledge