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Marketers wear glasses not ties - IMD 1st General Management Week 2014

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The 1st General Management Week hosts senior executives of areas of general management promoting a high level of interaction with the MBA Candidates at the IMD Business School.
MC Casal enabled a future general manager, who does not have a marketing background, to ask critical questions and hold an intelligent conversation with marketing executives.
Her talk made sure the future managers are aware of key global trends in marketing like Lean and Digital Transformation.

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Marketers wear glasses not ties - IMD 1st General Management Week 2014

  1. 1. MARKETERS WEAR GLASSES NOT TIES MC Casal (@mccasal) at IMD - Lausanne 2014 General Management Week Use #IMDgmw Relax In The Air Relax In The Air 2014
  2. 2. A presentation that includes everything usually achieves nothing. Graham Davies
  3. 3. You will remember what I want you to remember.
  4. 4. 2012 Better haircut than today
  5. 5. LEAN Don’t try this at home
  6. 6. Relax In The Air Once upon a time... “What you call love was invented by guys like me … to sell nylons.” Relax In The Air 2014 / @mccasal / #IMDgmw
  7. 7. Relax In The Air Ooops. Too late! Relax In The Air 2014 / @mccasal / #IMDgmw
  8. 8. Relax In The Air Lists, lists, lists of features Relax In The Air 2014 / @mccasal / #IMDgmw
  9. 9. Relax In The Air I don’t give a f* s* Relax In The Air 2014 / @mccasal / #IMDgmw
  10. 10. Relax In The Air What is lean? Relax In The Air 2014 / @mccasal / #IMDgmw
  11. 11. Relax In The Air The question is NOT, «Can you build it?» The question is, «Should you build it?» Relax In The Air 2014 / @mccasal / #IMDgmw
  12. 12. Relax In The Air How do you know if your idea is worth your time, money and effort? Relax In The Air 2014 / @mccasal / #IMDgmw
  13. 13. Relax In The Air Experimenting and optimising Relax In The Air 2014 / @mccasal / #IMDgmw
  14. 14. Relax In The Air Lean is about eliminating waste ! «Waste is any human activity which absorbs resources but creates no value.» Relax In The Air 2014 / @mccasal / #IMDgmw
  15. 15. Lean is about validating hypothesis Relax In The Air ! A product is a set of hypothesis to be validated. We do research to know what a customer really wants. Relax In The Air 2014 / @mccasal / #IMDgmw
  16. 16. Lean is about testing on real stuff Relax In The Air ! Customers are not in your office. Talk to people and learn from them, early. Get out of the building. Test the hypothesis, to learn, to be sure you don’t waste time and money. Relax In The Air 2014 / @mccasal / #IMDgmw
  17. 17. Relax In The Air Lean is about LEARNING ! Continuous customer interaction and reality check in order to make products customers want. Incremental releases (small batches). Getting fast feedback from users. Relax In The Air 2014 / @mccasal / #IMDgmw
  18. 18. Relax In The Air Lean is NOT cheap, easy, crappy. Relax In The Air 2014 / @mccasal / #IMDgmw
  19. 19. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Refinement of a single big idea * Best solution is missed
  20. 20. * Refine from here Relax In The Air Exploration of many alternate solutions Relax In The Air 2014 / @mccasal / #IMDgmw
  21. 21. Relax In The Air From theory to practice Say hello to @tendayiviki Relax In The Air 2014 / @mccasal / #IMDgmw
  22. 22. Relax In The Air Switzerland we have a problem Fictional case Relax In The Air 2014 / @mccasal / #IMDgmw
  23. 23. Fictional case Relax In The Air Switzerland we have a problem No swiss based cloud storage Relax In The Air 2014 / @mccasal / #IMDgmw
  24. 24. Relax In The Air Here’s the process, buddy 1. Define customer and problem 2. Investigate assumptions 3. Setup a test 4. Measure customer behavior 5. Evaluate success 6. Pivot, persevere or invalidate Relax In The Air 2014 / @mccasal / #IMDgmw
  25. 25. 1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate 1. Define customer and problem Relax In The Air Who is it for? (Customer segment and personas) _______________ What can the user do that wasn’t possible before? _______________ What features does the user need for that? Relax In The Air 2014 / @mccasal / #IMDgmw
  26. 26. Relax In The Air innovators early adopters early majority late majority laggards B2B Customer segment Relax In The Air 2014 / @mccasal / #IMDgmw
  27. 27. 1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate 2. Investigate assumptions How do you know if your idea is worth your time, Relax In The Air money and effort? _______________ Is it a high-value problem? _______________ Will users pay for it? Relax In The Air 2014 / @mccasal / #IMDgmw
  28. 28. Relax In The Air Assumptions Users want better services than the competitors Users need a secured based cloud storage in Switzerland Users want an affordable service Relax In The Air 2014 / @mccasal / #IMDgmw
  29. 29. Relax In The Air Riskiest assumption for our telco Users want better services than the competitors Users need a secured based cloud storage in Switzerland Users want an affordable service Relax In The Air 2014 / @mccasal / #IMDgmw
  30. 30. 1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate 3. Setup a test Relax In The Air Test your assumption by asking users ! Find out if they have this problem _______________ «GET OUT OF THE BUILDING» ! IT’S TIME FOR THE MVP! Relax In The Air 2014 / @mccasal / #IMDgmw
  31. 31. Relax In The Air Minimum Viable Product ! • Minimal features’ set that solves the problem and provides value. • To avoid waste of time and money. • Something that can be measured and tuned. Relax In The Air 2014 / @mccasal / #IMDgmw
  32. 32. Relax In The Air Concierge Delivering a service manually Wizard of Oz. Service looks real to customer, but manual behind the scenes Landing page Test interest in a product pitch by getting sign ups Interviews Find out if the customer has the problem before you solve it Video Demo what your product can do through a video Mockup Drawing or hi-fi mockup of what your product will look like Emails Pitching or delivering your services through emails Relax In The Air 2014 / @mccasal / #IMDgmw
  33. 33. Relax In The Air Concierge Delivering a service manually Wizard of Oz. Service looks real to customer, but manual behind the scenes Landing page Test interest in a product pitch by getting sign ups Interviews Find out if the customer has the problem before you solve it Video Demo what your product can do through a video Mockup Drawing or hi-fi mockup of what your product will look like Emails Pitching or delivering your services through emails Relax In The Air 2014 / @mccasal / #IMDgmw
  34. 34. Relax In The Air You’re a telco, use the phone Relax In The Air 2014 / @mccasal / #IMDgmw
  35. 35. 1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate 4. Measure customer behavior Relax In The Air Qualitative (i.e. Interview) _______________ Quantitative (i.e. Web analytics, data) based on use, but doesn’t explain the behavior Relax In The Air 2014 / @mccasal / #IMDgmw
  36. 36. • We called 20 small businesses. • 15 are using cloud storage. • 72% said that storage out of Switzerland is a privacy issue. BUT • 86% said that sharing stuff for free with their clients is amazeball. Relax In The Air Measurement Relax In The Air 2014 / @mccasal / #IMDgmw
  37. 37. 1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate 5. Evaluate success Relax In The Air Reality check. What did you learn? Relax In The Air 2014 / @mccasal / #IMDgmw
  38. 38. You learned something without spending $$$$ Relax In The Air 72% Measurement Relax In The Air 2014 / @mccasal / #IMDgmw
  39. 39. 1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate 6. Pivot, persevere or invalidate Assumption validated: Persevere by testing your next most riskiest hypothesis Relax In The Air ! Assumption invalidated: a) Pivot b) Invalidate and stop here Relax In The Air 2014 / @mccasal / #IMDgmw
  40. 40. Relax In The Air Users want an affordable service Our telco is testing next assumption Relax In The Air 2014 / @mccasal / #IMDgmw
  41. 41. Emails Pitching or delivering your services through emails Relax In The Air Our telco is testing next assumption Relax In The Air 2014 / @mccasal / #IMDgmw
  42. 42. Relax In The Air Iterations Experiments 1 2 3 Customer Small/medium business Small/medium business Riskiest a. Need a swiss secured based cloud storage Want affordable service Result 11/20 Validated Learned Care about pricing Decision Persevere Relax In The Air 2014 / @mccasal / #IMDgmw
  43. 43. Relax In The Air evaluer Learn Design Evaluate Ideas Product Data Iterate Relax In The Air 2014 / @mccasal / #IMDgmw
  44. 44. Break…
  45. 45. DIGITAL TRANSFORMATION Star Wars - Episode 8
  46. 46. Context Copyright© Relax in The Air
  47. 47. Copyright© Musées d’art et d’histoire de Genève - http://www.flickr.com/photos/mahgeneve/7830868710 Global experience
  48. 48. Align people Copyright© lajeunessenicoise.com
  49. 49. Change Holistic perspective Customer oriented change process Human infrastructure & organization Definition of roles & responsibilities
  50. 50. Governance & processes ! Policies & guidelines ! People ! Metrics
  51. 51. Governance & processes ! Policies & guidelines ! People ! Metrics
  52. 52. Relax In The Air Relax In The Air 2014 / @mccasal / #IMDgmw
  53. 53. Relax In The Air Relax In The Air 2014 / @mccasal / #IMDgmw
  54. 54. Relax In The Air Relax In The Air 2014 / @mccasal / #IMDgmw
  55. 55. Relax In The Air Relax In The Air 2014 / @mccasal / #IMDgmw
  56. 56. • Adapt and improve roles and responsibilities Relax In The Air • Be collaborative, conversational and empowered • Spread knowledge and awareness across your company Relax In The Air 2014 / @mccasal / #IMDgmw
  57. 57. Governance & processes ! Policies & guidelines ! People ! Metrics
  58. 58. Being open requires more - not less - rigor and effort than being in control. ____________________ Charlene Li, Altimeter Group
  59. 59. Give up the need to be in control ! Inspire/Stimulate engagement Copyright© Relax in The Air
  60. 60. Governance & processes ! Policies & guidelines ! People ! Metrics
  61. 61. Communicate Communicate
  62. 62. Governance & processes ! Policies & guidelines ! People ! Metrics
  63. 63. Externe Keep learning Copyright© Relax in The Air
  64. 64. Results
  65. 65. Social business
  66. 66. Leadership
  67. 67. THE WONDERFUL WORLD OF MANAGEMENT for (not so) dummies
  68. 68. It’s better to hang out with people who are better than you. Pick out associates whose behavior is better than yours and you’ll drift in that direction. Warren Buffett
  69. 69. Investing in people. This is management.
  70. 70. Thank you The happiness we bring to our customers gives our work all its value. relaxintheair.com @mccasal mc@relaxintheair.com © Harlow and Sage

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