Eleven's Russ Tucker and Wylie Fowler presented 'How to Keep Disrupting in a Disrupted World' at CommsCon 2021.

1. /Dɪsˈrʌpʃn/

2. Disruption

4. TRIGGER WARNING. IMAGES OF 2020

5. Global disturbance

6. Radical change

7. 2020
D I S A S T E R M O V I E
G L O B A L D I S T U R B A N C E + R A D I C A L C H A N G E

8. Baboons on the loose

10. In times of crisis, you gotta have a plan

12. How we
navigated the
most disruptive
time in recent
history.

13. A reactive moment of heightened emotions - characterised
by fear, denial and panic as people grieve normalcy.
“I want clear information and utility”
!13
Navigating
Uncertainty
Copyright
2020
1. RESPONSE 2. RECOVERY 3. REVIVAL
Evaluate and recalibrate: as we come to terms with the
new reality we begin to find our feet again as a
collective.
“I want utility and support”
A proactive moment of considered action -
we leave limitations behind and rebuild, deciding on what to keep
or discard.
“I want hope and optimism”
Y
=
An
oversimplified
infection
curve
X = Time — 12-18 Months
We identified three phases to this crisis

14. 1. RESPONSE
A reactive moment of heightened emotions - characterised
by fear, denial and panic as people grieve normalcy.
“I want clear information and utility”
!14
Navigating
Uncertainty
Copyright
2020
We identified three phases to this crisis and focused on the 2 we felt we could help brands navigate
2. RECOVERY 3. REVIVAL
Evaluate and recalibrate: as we come to terms with the
new reality we begin to find our feet again as a
collective.
“I want utility and support”
A proactive moment of considered action -
we leave limitations behind and rebuild, deciding on what to keep
or discard.
“I want hope and optimism”
Y
=
An
oversimplified
infection
curve
X = Time — 12-18 Months

15. CREATIVE
RESILIENCE
01
5
Navigating
Uncertainty
Copyright
2020
ELEVATED
HOMEBODIES
02 03
SOLO
SOCIAL
SATIRE-
SURVIVAL
04
COLLECTIVE
COMPASSION
06
CAUTIOUS
LIBERATION
07
FRUGAL
FUTURES
08
05
OPEN SOURCE
GENEROSITY
PHASE
TWO:
RECOVERY
PHASE
THREE:
REVIVAL

16. Navigating
Uncertainty
Copyright
2020
RECOVERY REVIVAL
Lead by being
helpful and
avoid being a
brand that feels
opportunistic
#2
#1
Show direction
and clarity
People are
looking for
comfort and
familiarity
#3
Act on the
shared values
of the company
People will
remember the
companies that
made a
difference
#1
Break away
from tradition
Identify new
opportunities
with the
resources
you have
#2
Think about
how you can
‘adapt’ your
purpose
so people will
care
#3
Reassess the
meaning of
your brand
values

17. Identify new needs
you can serve
!17
Navigating
Uncertainty
Copyright
2020
EMERGING
VALUE:
STRATEGIC
IMPERATIVE:
OBJECTIVE:
PURPOSE:
POSITIONING:
VALUES:
4Ps:
OPEN SOURCE
GENEROSITY
COLLECTIVE
COMPASSION
CAUTIOUS
LIBERATION
FRUGAL
FUTRES
Defend the core Differentiate your
product offering Build your reputation
# #2 #3 #4
Stay true to yours, but adapt to prove why people should care
PRODUCT PLACE PRICE PROMOTION
New ideas that
serve new needs
Distribute in a way that enables
everyone to benefit
Maximise availability and usability
e.g dynamic pricing
Value initiatives and helping people
reconnect and appreciate ‘the new normal’
Focus on your customers and become a comforting
choice that feels familiar
Create clear white space between products, people
will be looking for binary choices more than ever
Develop ‘value’ initiatives that build trust and lift
positive perceptions of the brand
FROM
Freedom
Exploration
Confidence
TO:
Hope
Care
Optimism
Reassess the meaning and relevance of your values
(e.g. they could shift to ones like ‘Self-Aware’, ‘Humility’, ‘Inclusion’, ‘Positivity’ - tone will never be more important)

18. Ok boomers,
show us some
work.

21. Observations

22. Disruption
Creates
Difference

23. Industrie
s
innovate
in a crisis
Navigating
Uncertainty
Copyright
2020

24. Communitie
s connect in
a crisis
Navigating
Uncertainty
Copyright
2020

25. Brands
are built
in a
crisis
Navigating
Uncertainty
Copyright
2020

26. Cultural
context
unlocks
opportunities

27. Brand
purpose is
your north
star

28. Creativity
is your
true value

29. We now all
know how
to use QR
codes

30. Questions?