TNW Conference, April 25-26, Amsterdam


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These are my notes and key take aways from TNW Conference. I made this ppt as a report for work which is one of those big corporations that don't get off so easily here ;-) Have to say I agree with most of these views though, it was good to hear a different view.

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  • Alpha traits – charisma, indifference, leader, high achiever
  • TNW Conference, April 25-26, Amsterdam

    1. 1. The Next Web ConferenceAmsterdam, April 25 & 26Lisette Hoogstrate
    2. 2. Keynote 1Leonard Brody: The Big Re-writeLeonard Brody is a highly respectedentrepreneur, venture capitalist, best-sellingauthor and a 2 time Emmy nominated mediavisionary. He has helped in raising millions ofdollars for startup companies, been throughone of the largest internet IPOs in history andhas been involved in the building, financingand/or sale of five companies to date.
    3. 3. 3Society and human behavior have changed sodramatically in 20 years that we are not thesame as we were 20 years ago – we nowhave ―web dna‖
    4. 4. 4Time is shrinking on us - one hour now andwhat we can do, what happens in it, is not thesame as in 1994. Online dating, buying would not have believed it backthen.
    5. 5. 5Trust:We trust more in the virtual worldthen in the physical one - you wouldexpect it to be the other wayaround, but this is not the case.The larger your social graph thehappier, more succesful you are.
    6. 6. Large corporations are not set upproperly for innovation. They aretoo big, too dependent onshareholders, internal businessreviews, vertical lines, etc.But then how to survive?Co-production, tie in to start upsoutside of the company.Corporations work as entities butnot at innovating, admit that, findmodels that do work such as tyingyourselves to start-ups.Also: not pay attention to noise, bean alpha personality.
    7. 7. Keynote 2Marina Gorbis – The social-structed worldLocated in the heart ofSilicon Valley, the Institutefor the Future is a non-profitresearch organization thathas been forecastingpractical future scenarios forover forty years. MarinaGorbis is the executivedirector of this institute
    8. 8. Social-structed workIndividuals are socialstructing by fillinggaps—doing things that previously onlylarge institutions could do to createproducts and services—more efficientlyand with greater ease and access thanever beforeIn the scheme of time, large corporatestructures are recent, we have survived forcenturies without. Why are they here? Tolower transaction costs, maximize profit,increase scale of operations.However, with “socialstructing” you get acombination of initiative, passion, socialconnections, and the drive to build newthings outside of existing institutions,ultimately with more flexible and resilientresults.
    9. 9. Keynote 3 –Gary Shapiro - Strategies for InnovationGary Shapiro is the President andCEO of the Consumer ElectronicsAssociation. Shapiro is also theauthor of the best-selling bookNinja Innovation and numerousopinion pieces published inForbes, The Huffington Post, TheDaily Caller, and numerous otherpublications.
    10. 10. 10“Failure is a chance to learn”“A team needs diversity. People do notchange, if they are not good at finance, fe,that will remain so, you need tocomplement your team accordingly.”“Only constant is change, you need to lookforward. Large companies are usuallydisasters, getting something entreprenurialin large companies is impossible, too muchsaying "no", too many vertical layers.”
    11. 11. “Do not look at people as output devices,look at them as individuals, do not judgethem solely by what they produce.”“Frontline people, who are closestto our customers, are mostimportant, listen to them forinnovative ideas”
    12. 12. Keynote 4Loic Le Meur – The Sharing EconomyLoïc Le Meur is a serial entrepreneurbased in San Francisco. Loïc createdthe #1 European tech event LeWebwith his wife Geraldine. Accordingto The Economist, "LeWeb is whererevolutionaries gather to plot thefuture". LeWeb launched in Londonin addition to Paris and wasacquired by Reed Exhibitions in 2012.Previously, Loïc successfully startedand sold four companies.
    13. 13. ‘Greed is bad but money isgood.’Crowdfunding & Collaborativeconsumption are ‘the new normal’.Too much stuff does not make youhappy. Live with less.New products designed to last, notcrappy by design so you buy a new oneafter a year.New consumer mindset, with new valuesTrust in strangers
    14. 14. Big driver of the sharing economyis the recession, people are fed upwith waste, plastic in the oceanand want & need to save more andspend less.There is too much stuff we donot use, we have too much, wehave bigger houses but stillself-storage companies arebooming.We live in isolation, morepeople live alone todaythan 40 yrs ago.
    15. 15. Effects of the emerging sharing economy on brands and companieso No brand is the new brand.o No pushed or intrusive advertising.o Power goes to people with best reputations and networks and not to people withmoney and nominal power - trend.o Growth of sharing economy can be slowed down by large orginisations andgovernments as they have conflicting interests.o Need to adapt to a business model based on ―sharing and giving‖ instead of ―takingand earning‖.o Logos below are from companies that have successfully managed to do so.
    16. 16. Keynote 5Robert Scoble – The Age of ContextRobert Scoble is an American blogger,technical evangelist, and author. Scoble isbest known for his blog, Scobleizer,which came to prominence during histenure as a technology evangelist atMicrosoft.He currently works for Rackspace and isalso the co-author of NakedConversations: How Blogs are Changingthe Way Businesses Talk with Customerswith Shel Israel.
    17. 17. What‖s happening now:• Wearable computing - Google Glass, Pebble watch, health monitoringdevices• Big data & data computation - There is so much data flow from socialnetworks, location data, etc...that old databases cannot cope anymore,we need to look into new ways of storing and processing data.• Sensor data - plant sensors, thermostats
    18. 18. This leads to• A highly personalized world, will be tracked.• Also a highly anticipatory world, your next move is foreseenbased on your data and you get relevant info based on yourprofile and calendar. Example is Google Now.• You will be able to see everything in sharp detail in yourbusiness- Knowing your customer in deep detail - example of Ritz hotelwhere Scoble checked into with foursquare 250 times but theystill do not know him. This will change in a few years.• Better health.• New kind of marketing - example Vintank for wine. Analysesposts, tweets on wine and uses that data in combinations withgeomaps around wineries. When you show up at a winery now,they will give you a tour based on this data and preferences. Ifon Instagram, you get a more visual tour than if you are not.
    19. 19. Keynote 6Jonathan MacDonald – The Signal Path toSuccessJonathan MacDonald is the co-founder ofthis fluid world, a strategic think-tank forclients such as: IKEA, Bacardi, GeneralMills, DDB, and JWT. Jonathan is widelyconsidered to be one of the primarystrategists and thought-leaders in digitalmedia.He has been a Senior Consultant at Ogilvy,Sales Director of Blyk, Commercial Directorof Ministry of Sound, CEO of a Sky TVchannel, advisor to British Government,owner of one of the first online musicstores, and a Chairman of the British MusicIndustries Association.
    20. 20. 20De-noise: look at your internal resonantsignal as a person, then as a company. As acompany you need a clearly defined purposethat all believe in. This will make yourcompany exceptional.Shared passions, shared beliefs.De-Noise74% of employees in top 500 companies inUS are actively disengaged.Engaged employees are 50% moreproductive.How do you get theseengaged employees?
    21. 21.  Back in the business world, launching products or services into market hasalways been about resonance too. How your offering makes sense topeople and connects with their hearts. As people decide in groups, herds or tribes, the ambition for individualunderstanding we see around us in marketing today is largely mistaken.The reality is that its far more effective to resonate with how groups feel,believe and care. The good news is that today its theoretically more possible to interpretwhat people care about, the bad news is that we tend to think that a clickequals a like, a like equals a love and a purchase means a preference. None of this is resonance. Almost all of it is noise. Meaninglessnessdressed up in a funky mobile app
    22. 22. "High performance organisations display a strongsense of purpose through shared values both inside(among employees) and outside the organisation(among customers, suppliers, and otherstakeholders)"source: Gartner22"What talented people want has changed. Theyused to want high salaries to verify their valueand stable career paths to allow them to sleepwell at night. Now they want purposeful workand jobs that fit clearly into the larger contextof their career“Source: HBR 2013
    23. 23. Keynote 7 –Mark Earls - HERDMark Earls is the author of the hugelyinfluential book Herd: How to ChangeMass Behaviour by Harnessing Our TrueNature. For many, he‖s Britain‖s answerto Malcolm Gladwell without the hair. Hehas a habit of digging underneath ourassumptions like a forensic detective toget us to re-think things. As Mark says inhis book, we are ―a super-social ape‖. Hebelieves we exist to converse, to chat, togossip. In fact whole social movementscan be explained by utilising this coretheory. An influential thinker for thismodern complex yet simple world we livein.
    24. 24.  We are not as individualistic as we think, we are much moremass-oriented. This insight leads to new ways of marketing;moving away from individual targeting, towards groupbehavior and understanding. Copying is not a bad thing, expand upon it, make it better ordifferent, the need to always be original can actually beconstraining. We‖re all obsessed with the idea of innovation and what thenext big product, service or trend will be in the technologyindustry. The word ―innovation‖ derives from the latin term ―innovare‖,meaning ―to renew or change‖. It was never meant to infersomething altogether new or different, but an evolutionarystep forward in the ideas or objects that already exist.
    25. 25. Ryan Holiday, American Apparel- Trust me I am lying, on media manipulation. He pranked US media by pretending to be an expert on whatever on the HAROnetwork which connects reporters to people when in need of a quote. PR agentssell themselves on there, saying ―What do you need, I will talk about it as youwish―. We live in an “Attention Economy" - Reporters do not check sources as they getpaid by views of their content and it needs to go fast. Not enough content andviews? You are fired. Marketers and the media are on the same team now - not good for objectivity. Journalists use blogs and social media as sources more and more, but these donot constitute quality sources, at least not all the time.Katherine Barr, General Partner at Mohr Davidow Ventures. We need Life Resource Planning, like ERP in companies. There are individualapps for this but not one dashboard, we need a holistic solution. Retail innovation - retail is not dead. There are still things that shoppers want tofeel and smell. You now see more pure online shops moving into the offlinespace as well. Logistics & supply chain management is an area of interest for investors.2 last presentations
    26. 26. Key take aways Innovation is necessary but does not always have to be ground-breaking, revolutionary Most large corporations are not well-suited for fast innovation dueto their heavy internal and shareholder focus Out-sourcing this part of your business to small & pure innovatorcompanies could be a solution Having a shared purpose, as a company, that all believe in, is animportant determinant of how succesful you are We trust more online than we do offline The Sharing Economy is on the rise Online marketing will not only be personalized but also highlyanticipatory However, people act more as part of a group, herd, than asindividuals, acknowledging this fact leads to a new view onmarketing