SlideShare a Scribd company logo
1 of 32
Download to read offline
Clue 23
The Role of Positioning in the Age of Conversation




                 Giovanni Rodriguez
               The Conversation Group
             “There’s a New Conversation”
                     Palo Alto, CA
                       May 2008
Then


“Companies attempting to ‘position’ themselves
need to take a position. Optimally, it should relate
to something their market actually cares about.”

The Cluetrain Manifesto (1998)
Now


“We believe the world would be a better place if
brands realized their Big Ideals.”

Steve Hayden, Ogilvy (2007)
Somewhere Near the Middle


“Corporate governance is concerned with
holding the balance between economic and
social goals and between individual and
communal goals. The aim is to align as nearly as
possible the interests of individuals, corporations
and society.quot;

Adrian Cadbury
It Begs the Question


“Can good be monetized?”

Tyrone Davis (2008)
Lowering the Costs of Transaction



Conversational media is:

*DIY

*Space binding

*Fungible

*Inclusive

*Time binding
Why We Position




Identity
Why We Position




Role
Why We Position




Valuation
In summary ...




Who you are, and what you do, determine your
value in the market.
The Challenge




Conversational media is challenging our
perspective on all three: our identity, our role,
our method for growing valuation.
Five Questions
Who are we, and what is our role?

Who are they, and what is their role?

What’s our bargain with them?

What about the rest of the market?

What’s the big idea(l)?
Who Are We? (Then)


We were a small group of people: C-level execs,
marketing folk, and salespeople. And on the
front lines -- the people who were sanctioned to
engage with the market -- were an even smaller
group people we called ... ahem ... spokespeople.
Who Are We? (Now)


Now anyone -- at least in theory -- is a
spokesperson, and anyone has the ability if not
permission to engage with the market. But
note ... we are the market.
Who Are They? (Then)



We approached the market by connecting with
various and sundry external “constituencies” --
investors, employees, customers, partners,
media, etc. We then devised messages for them.
Who Are They? (Now)

Today, almost anyone can join a market, and the
roles that traditional constituencies once played
are collapsing.
What is Our Contract With Them? (Then)


Our relationships with were based on
professional engagements -- they were either
paid by us, or by sponsoring organizations. We
needed to do nothing more than participate in the
existing system of rewards and incentives.
What is Our Contract With Them? (Now)


We now understand that many people who make
up the market have no professional relationships
with us. We must support a new complex of
appropriate incentives.
What About the Competition (Then)?


In the day, the competition was perhaps the most
important point of focus in positioning exercises.
We defined who we were by defining what we are
not.
What About the Competition (Now)?


Today, it is more effective to regard the
competition -- just as we regard ourselves and
our partners -- as part of the market. We define
ourselves relative to the entire market, not to any
of its constituents.
What About the “Big Idea”? (Then)


The “Big Idea” was a story about what a
company will do to a market. It was a work of art
that looks at a market from the outside.
What About the “Big Idea”? (Now)



Today, the Big Idea is a path for what a company
will do for a market. It is a plan of action that
looks at a market from the inside.



   http://www.salesforce.com/appexchange/
What About the “Big Ideal”? (Then)




We used to look at social causes as activities that
were extraneous to our business. We’ve come a
long way in our thinking, but the consensus is
still there.
What About the “Big Ideal”? (Now)


Again, it’s a matter of perspective.
Conversational media is time binding, not just
space binding -- enabling the market to look both
forward and backward.
Looking Backward


There was a time when various sectors of the
retail business -- particularly pharmacy -- served
a distinct social need: the neighborhood store.
For many reasons, the stores -- and the
neighborhoods disappeared.
Looking Forward


Elephant Pharm is reimagining the neighborhood
drugstore in an age when there are very few
neighborhoods left. And by supporting a broad
range of citizens dedicated to both community
and wellness, Elephant is helping to serve an
even large market in a cost-effective way.
Back to our premise ...




Who you are, and what you do, determine your
value in the market.
Who you are



It used to be about a few people, at the top of the
organizational ladder. Now it’s about everyone,
on the edges of the organization.
What you do



It used to be about competing in a market. Now
it’s more about joining and serving that market.
Creating value



It used to be about sizing the company according
to its share of the market. Now it’s about how the
company serves the whole market. We are
remapping the reach of an organization by
integrating ourselves into the market.
Question



Is there an opportunity for your company to right
a wrong in your market.
Cluetrain 23:  Positioning in the Age of Conversation

More Related Content

Similar to Cluetrain 23: Positioning in the Age of Conversation

Marketing: notions de base #ma1rp
Marketing: notions de base #ma1rpMarketing: notions de base #ma1rp
Marketing: notions de base #ma1rpFrédéric Wauters
 
The Art Of The Start G Kawasaki LA2M
The Art Of The Start   G Kawasaki LA2MThe Art Of The Start   G Kawasaki LA2M
The Art Of The Start G Kawasaki LA2Mdemometrics
 
Marketing, Get Real! No More Bullshits
Marketing, Get Real! No More BullshitsMarketing, Get Real! No More Bullshits
Marketing, Get Real! No More BullshitsMamazen
 
Authenticity-final-b
Authenticity-final-bAuthenticity-final-b
Authenticity-final-bMatt Drought
 
Transient Identiti: University Maryland - Strategic Innovations in Marketin...
Transient Identiti:   University Maryland - Strategic Innovations in Marketin...Transient Identiti:   University Maryland - Strategic Innovations in Marketin...
Transient Identiti: University Maryland - Strategic Innovations in Marketin...IdentitiLab
 
grow Thoughts Issue 8
grow Thoughts Issue 8grow Thoughts Issue 8
grow Thoughts Issue 8anthony ryman
 
What's The big ideaL? by Colin Mitchell and John Shaw
What's The big ideaL? by Colin Mitchell and John ShawWhat's The big ideaL? by Colin Mitchell and John Shaw
What's The big ideaL? by Colin Mitchell and John ShawNOEMÍ MEDINA
 
Creating meaning in the way we satisfy consumer needs and engage with them
Creating meaning in the way we satisfy consumer needs and engage with themCreating meaning in the way we satisfy consumer needs and engage with them
Creating meaning in the way we satisfy consumer needs and engage with themDrthomasbrand Limited
 
Youtube philip kotler marketing
Youtube philip kotler marketingYoutube philip kotler marketing
Youtube philip kotler marketingselinasimpson715
 
Dentsu media trends_report_2022
Dentsu media trends_report_2022Dentsu media trends_report_2022
Dentsu media trends_report_2022Steven Wong
 
Working with Uncertainty
Working with UncertaintyWorking with Uncertainty
Working with UncertaintyPaul McEnany
 
Who we are
Who we areWho we are
Who we areSocialab
 
What are people saying about direct selling
What are people saying about direct sellingWhat are people saying about direct selling
What are people saying about direct sellingenergizenj
 
Transcript of Escaping the Matrix presentation - Justin Basini Battle of the ...
Transcript of Escaping the Matrix presentation - Justin Basini Battle of the ...Transcript of Escaping the Matrix presentation - Justin Basini Battle of the ...
Transcript of Escaping the Matrix presentation - Justin Basini Battle of the ...Justin Basini
 
Edmonton Journal Capital Ideas
Edmonton Journal Capital IdeasEdmonton Journal Capital Ideas
Edmonton Journal Capital IdeasCameron Bayly
 
Killing Marketing Come prima uccidere e poi far rinascere il marketing 3.0
Killing Marketing Come prima uccidere e poi  far rinascere il marketing 3.0Killing Marketing Come prima uccidere e poi  far rinascere il marketing 3.0
Killing Marketing Come prima uccidere e poi far rinascere il marketing 3.0Adv Media Lab
 

Similar to Cluetrain 23: Positioning in the Age of Conversation (20)

Marketing: notions de base #ma1rp
Marketing: notions de base #ma1rpMarketing: notions de base #ma1rp
Marketing: notions de base #ma1rp
 
MUDRA
MUDRAMUDRA
MUDRA
 
The innovation challenge
The innovation challengeThe innovation challenge
The innovation challenge
 
The Art Of The Start G Kawasaki LA2M
The Art Of The Start   G Kawasaki LA2MThe Art Of The Start   G Kawasaki LA2M
The Art Of The Start G Kawasaki LA2M
 
Marketing, Get Real! No More Bullshits
Marketing, Get Real! No More BullshitsMarketing, Get Real! No More Bullshits
Marketing, Get Real! No More Bullshits
 
Authenticity-final-b
Authenticity-final-bAuthenticity-final-b
Authenticity-final-b
 
Transient Identiti: University Maryland - Strategic Innovations in Marketin...
Transient Identiti:   University Maryland - Strategic Innovations in Marketin...Transient Identiti:   University Maryland - Strategic Innovations in Marketin...
Transient Identiti: University Maryland - Strategic Innovations in Marketin...
 
grow Thoughts Issue 8
grow Thoughts Issue 8grow Thoughts Issue 8
grow Thoughts Issue 8
 
What's The big ideaL? by Colin Mitchell and John Shaw
What's The big ideaL? by Colin Mitchell and John ShawWhat's The big ideaL? by Colin Mitchell and John Shaw
What's The big ideaL? by Colin Mitchell and John Shaw
 
Creating meaning in the way we satisfy consumer needs and engage with them
Creating meaning in the way we satisfy consumer needs and engage with themCreating meaning in the way we satisfy consumer needs and engage with them
Creating meaning in the way we satisfy consumer needs and engage with them
 
Youtube philip kotler marketing
Youtube philip kotler marketingYoutube philip kotler marketing
Youtube philip kotler marketing
 
The relationship between ‘brand purpose’ and ‘brand communication’
The relationship between ‘brand purpose’ and ‘brand communication’The relationship between ‘brand purpose’ and ‘brand communication’
The relationship between ‘brand purpose’ and ‘brand communication’
 
Dentsu media trends_report_2022
Dentsu media trends_report_2022Dentsu media trends_report_2022
Dentsu media trends_report_2022
 
Industy 4.0 : The Human Factor
Industy 4.0 : The Human FactorIndusty 4.0 : The Human Factor
Industy 4.0 : The Human Factor
 
Working with Uncertainty
Working with UncertaintyWorking with Uncertainty
Working with Uncertainty
 
Who we are
Who we areWho we are
Who we are
 
What are people saying about direct selling
What are people saying about direct sellingWhat are people saying about direct selling
What are people saying about direct selling
 
Transcript of Escaping the Matrix presentation - Justin Basini Battle of the ...
Transcript of Escaping the Matrix presentation - Justin Basini Battle of the ...Transcript of Escaping the Matrix presentation - Justin Basini Battle of the ...
Transcript of Escaping the Matrix presentation - Justin Basini Battle of the ...
 
Edmonton Journal Capital Ideas
Edmonton Journal Capital IdeasEdmonton Journal Capital Ideas
Edmonton Journal Capital Ideas
 
Killing Marketing Come prima uccidere e poi far rinascere il marketing 3.0
Killing Marketing Come prima uccidere e poi  far rinascere il marketing 3.0Killing Marketing Come prima uccidere e poi  far rinascere il marketing 3.0
Killing Marketing Come prima uccidere e poi far rinascere il marketing 3.0
 

More from Giovanni Rodriguez

More from Giovanni Rodriguez (12)

A short story about story
A short story about storyA short story about story
A short story about story
 
The Day After (The 2016 Election)
The Day After (The 2016 Election)The Day After (The 2016 Election)
The Day After (The 2016 Election)
 
The silicon valley latino ecosystem
The silicon valley latino ecosystemThe silicon valley latino ecosystem
The silicon valley latino ecosystem
 
A New Narrative for Santa Maria
A New Narrative for Santa MariaA New Narrative for Santa Maria
A New Narrative for Santa Maria
 
Borders
BordersBorders
Borders
 
The Happiness House Party: In Five Easy Steps
The Happiness House Party:  In Five Easy StepsThe Happiness House Party:  In Five Easy Steps
The Happiness House Party: In Five Easy Steps
 
The Marketing of the President: 2012
The Marketing of the President: 2012The Marketing of the President: 2012
The Marketing of the President: 2012
 
Omaha2
Omaha2Omaha2
Omaha2
 
#thecause: how mass movements are made on the new social Web
#thecause:  how mass movements are made on the new social Web#thecause:  how mass movements are made on the new social Web
#thecause: how mass movements are made on the new social Web
 
Latinosphere
LatinosphereLatinosphere
Latinosphere
 
Unbundled
UnbundledUnbundled
Unbundled
 
Barackfinalgr
BarackfinalgrBarackfinalgr
Barackfinalgr
 

Recently uploaded

NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
NewBase  19 April  2024  Energy News issue - 1717 by Khaled Al Awadi.pdfNewBase  19 April  2024  Energy News issue - 1717 by Khaled Al Awadi.pdf
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdfKhaled Al Awadi
 
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCRashishs7044
 
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607dollysharma2066
 
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaoncallgirls2057
 
Call Girls Contact Number Andheri 9920874524
Call Girls Contact Number Andheri 9920874524Call Girls Contact Number Andheri 9920874524
Call Girls Contact Number Andheri 9920874524najka9823
 
Investment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy CheruiyotInvestment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy Cheruiyotictsugar
 
Market Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 EditionMarket Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 EditionMintel Group
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Pereraictsugar
 
PB Project 1: Exploring Your Personal Brand
PB Project 1: Exploring Your Personal BrandPB Project 1: Exploring Your Personal Brand
PB Project 1: Exploring Your Personal BrandSharisaBethune
 
8447779800, Low rate Call girls in Dwarka mor Delhi NCR
8447779800, Low rate Call girls in Dwarka mor Delhi NCR8447779800, Low rate Call girls in Dwarka mor Delhi NCR
8447779800, Low rate Call girls in Dwarka mor Delhi NCRashishs7044
 
Entrepreneurship lessons in Philippines
Entrepreneurship lessons in  PhilippinesEntrepreneurship lessons in  Philippines
Entrepreneurship lessons in PhilippinesDavidSamuel525586
 
8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCRashishs7044
 
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...ssuserf63bd7
 
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCRashishs7044
 
Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Kirill Klimov
 
8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCRashishs7044
 
Organizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessOrganizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessSeta Wicaksana
 
Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Riya Pathan
 

Recently uploaded (20)

NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
NewBase  19 April  2024  Energy News issue - 1717 by Khaled Al Awadi.pdfNewBase  19 April  2024  Energy News issue - 1717 by Khaled Al Awadi.pdf
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
 
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
 
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
 
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
 
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
 
Corporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information TechnologyCorporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information Technology
 
Call Girls Contact Number Andheri 9920874524
Call Girls Contact Number Andheri 9920874524Call Girls Contact Number Andheri 9920874524
Call Girls Contact Number Andheri 9920874524
 
Investment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy CheruiyotInvestment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy Cheruiyot
 
Market Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 EditionMarket Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 Edition
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Perera
 
PB Project 1: Exploring Your Personal Brand
PB Project 1: Exploring Your Personal BrandPB Project 1: Exploring Your Personal Brand
PB Project 1: Exploring Your Personal Brand
 
8447779800, Low rate Call girls in Dwarka mor Delhi NCR
8447779800, Low rate Call girls in Dwarka mor Delhi NCR8447779800, Low rate Call girls in Dwarka mor Delhi NCR
8447779800, Low rate Call girls in Dwarka mor Delhi NCR
 
Entrepreneurship lessons in Philippines
Entrepreneurship lessons in  PhilippinesEntrepreneurship lessons in  Philippines
Entrepreneurship lessons in Philippines
 
8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR
 
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...
 
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
 
Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024
 
8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR
 
Organizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessOrganizational Structure Running A Successful Business
Organizational Structure Running A Successful Business
 
Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737
 

Cluetrain 23: Positioning in the Age of Conversation

  • 1. Clue 23 The Role of Positioning in the Age of Conversation Giovanni Rodriguez The Conversation Group “There’s a New Conversation” Palo Alto, CA May 2008
  • 2. Then “Companies attempting to ‘position’ themselves need to take a position. Optimally, it should relate to something their market actually cares about.” The Cluetrain Manifesto (1998)
  • 3. Now “We believe the world would be a better place if brands realized their Big Ideals.” Steve Hayden, Ogilvy (2007)
  • 4. Somewhere Near the Middle “Corporate governance is concerned with holding the balance between economic and social goals and between individual and communal goals. The aim is to align as nearly as possible the interests of individuals, corporations and society.quot; Adrian Cadbury
  • 5. It Begs the Question “Can good be monetized?” Tyrone Davis (2008)
  • 6. Lowering the Costs of Transaction Conversational media is: *DIY *Space binding *Fungible *Inclusive *Time binding
  • 10. In summary ... Who you are, and what you do, determine your value in the market.
  • 11. The Challenge Conversational media is challenging our perspective on all three: our identity, our role, our method for growing valuation.
  • 12. Five Questions Who are we, and what is our role? Who are they, and what is their role? What’s our bargain with them? What about the rest of the market? What’s the big idea(l)?
  • 13. Who Are We? (Then) We were a small group of people: C-level execs, marketing folk, and salespeople. And on the front lines -- the people who were sanctioned to engage with the market -- were an even smaller group people we called ... ahem ... spokespeople.
  • 14. Who Are We? (Now) Now anyone -- at least in theory -- is a spokesperson, and anyone has the ability if not permission to engage with the market. But note ... we are the market.
  • 15. Who Are They? (Then) We approached the market by connecting with various and sundry external “constituencies” -- investors, employees, customers, partners, media, etc. We then devised messages for them.
  • 16. Who Are They? (Now) Today, almost anyone can join a market, and the roles that traditional constituencies once played are collapsing.
  • 17. What is Our Contract With Them? (Then) Our relationships with were based on professional engagements -- they were either paid by us, or by sponsoring organizations. We needed to do nothing more than participate in the existing system of rewards and incentives.
  • 18. What is Our Contract With Them? (Now) We now understand that many people who make up the market have no professional relationships with us. We must support a new complex of appropriate incentives.
  • 19. What About the Competition (Then)? In the day, the competition was perhaps the most important point of focus in positioning exercises. We defined who we were by defining what we are not.
  • 20. What About the Competition (Now)? Today, it is more effective to regard the competition -- just as we regard ourselves and our partners -- as part of the market. We define ourselves relative to the entire market, not to any of its constituents.
  • 21. What About the “Big Idea”? (Then) The “Big Idea” was a story about what a company will do to a market. It was a work of art that looks at a market from the outside.
  • 22. What About the “Big Idea”? (Now) Today, the Big Idea is a path for what a company will do for a market. It is a plan of action that looks at a market from the inside. http://www.salesforce.com/appexchange/
  • 23. What About the “Big Ideal”? (Then) We used to look at social causes as activities that were extraneous to our business. We’ve come a long way in our thinking, but the consensus is still there.
  • 24. What About the “Big Ideal”? (Now) Again, it’s a matter of perspective. Conversational media is time binding, not just space binding -- enabling the market to look both forward and backward.
  • 25. Looking Backward There was a time when various sectors of the retail business -- particularly pharmacy -- served a distinct social need: the neighborhood store. For many reasons, the stores -- and the neighborhoods disappeared.
  • 26. Looking Forward Elephant Pharm is reimagining the neighborhood drugstore in an age when there are very few neighborhoods left. And by supporting a broad range of citizens dedicated to both community and wellness, Elephant is helping to serve an even large market in a cost-effective way.
  • 27. Back to our premise ... Who you are, and what you do, determine your value in the market.
  • 28. Who you are It used to be about a few people, at the top of the organizational ladder. Now it’s about everyone, on the edges of the organization.
  • 29. What you do It used to be about competing in a market. Now it’s more about joining and serving that market.
  • 30. Creating value It used to be about sizing the company according to its share of the market. Now it’s about how the company serves the whole market. We are remapping the reach of an organization by integrating ourselves into the market.
  • 31. Question Is there an opportunity for your company to right a wrong in your market.