1. #BIGstars
sfBIG
John Durham
President

2. #BIGstars

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#BIGstars
Thanks to
Buzz Feed

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#BIGstars
Thanks to
rocketfuel: advertising that learns

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#BIGstars
In 2011 It was: Be
BIG
BOLD
BALLSY

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#BIGstars
Thoughts from a grizzled veteran
The Underdog
Advantage

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#BIGstars
Agenda
Context
The End of Normal
Q&A
What it Means for You
Insurgents Rule
How They, and You, Do It

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#BIGstars
Exploding Choice.
Constant Change.
Infinite & Instant
Information.

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#BIGstars
It’s the toughest environment
in history for incumbents in
business, warfare and politics.

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#BIGstars
“We continue to be optimistic about
our long-term prospects for profitable
growth in BOTH traditional and digital
photographic markets…
(and oh crap we’re dead)”
- Kodak CEO George Fisher

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#BIGstars
“In this era of
intense global
competition, all
companies, whether
big or small, leading
or not, have to
adopt an underdog
insurgent strategy.”
-Pete Peterson, Chairman &
Co-Founder, The Blackstone Group

12. #BIGstars
Insurgentsvs Incumbents

13. #BIGstars
Insurgentsvs Incumbents
Speed
Customization
Goal-Driven
Decisive
Informal
Unorthodox
Love Change
Size
Optimization
Fear-Driven
Bureaucratic
Formal
Ritualistic
Hate Change

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#BIGstars
“We’re doing great
since we redefined
success as a
slowing of failure.”
- Pointy-Headed Boss, Incumbent

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#BIGstars
“Everybody
else sucks.”
-Steve Jobs, Co-Founder, CEO,
Insurgent, Apple Inc.

16. #BIGstars
Rules For Insurgents

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#BIGstars
Rules For Insurgents
1. It’s ourparty
2. Re-write the rules
3. Lock-down the loyalists
4. Play offense

18. #BIGstars
1. It’s our party

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#BIGstars
“The people
have spoken…
the bastards!”
-Mo Udall, former US Congressman
from Arizona, 1976 Presidential
Candidate

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#BIGstars
Perceptions Rule
Perceptions – Attitudes - Behavior
Sell the Way People Buy
Tell them “join us” vs. “we must join them”
Remember the “5 C’s”

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#BIGstars
The 5 C’s
1. Choice
2. Customization
3. Control
4. Convenience
5. Change

22. #BIGstars
2. Re-write the rules

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#BIGstars
“Be different or
be damned.”
-Roberto Goizueta, former CEO,
The Coca-Cola Company

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#BIGstars
The player who re-writes the
rules of the market will rule
the market.
Do the do-able: take what
they give you.
Use your strengths against
their weaknesses.

25. #BIGstars
Market Incumbents Market Followers Market Insurgents

26. #BIGstars
Market Incumbents Market Insurgents

27. #BIGstars
3. Lock-down
the loyalists

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#BIGstars
“The problem
with those
votes is you
can buy them,
but they don’t
stay bought.”
-Dan Rotenkowski, Former
Congressman from Illinois, felon.

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#BIGstars
Never break your pick on the
impossible.
Move the move-able.
Avoid the undecided.
Develop positioning
“according to the loyalists.”

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#BIGstars
Attitudes
H
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d
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u
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o
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t H
a
r
d
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u
p
p
o
r
t

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#BIGstars
The approach moves from identification to
understanding, stimulating activation against the hard
support
 Identifythe hard support in your current data based on
their preference and performance of the category and
brand.
 Then Understand the hard support in Demographic &
Psychographic terms; their attitudes and behaviors
toward the category and how they purchase/consume it
(occasions, market dynamics, substitutes, etc).
 Use understanding to drive plans to rebuild momentum
by activating with programs that focus on key
consumption occasions and activate the Hard Support
drivers of choice to win more occasions.
Identify
Understand
Activate

32. #BIGstars
4. Play offense

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#BIGstars
“There were two
hits in the fight.
I hit him.
And he hit the
floor.”
-Muhammed Ali, heavyweight
Champion

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#BIGstars
Use change to get control of the
dialogue.
Never meet armies with armies.
Discipline and speed win.
Everything communicates.
The most powerful propaganda is the
truth.
Be bold, for there’s magic in it!

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#BIGstars
So For 2013 Be
BIGGER
BOLDER
BALLS TO THE WALL