ValueTalk: Transformation hits Marketing hits Innovation

I LOVE Brazil! It was the best part  
of my Print World Tour in 2002!

Transformation hits
Marketing+Innovation

Transformation hits Marketing+Innovation
If you want to benefit from innovation to strengthen your
marketing success you have to be able to understand and
to handle transformation in the digital age properly.
That means: Innovative printing companies need to
transform their production business into a sustainable
and future oriented marketing solution provider
business to hit market and customer needs. And they
have to understand how to support their customers to
transform their marketing as well in a sustainable,
profitable way.

AGENDA
• Secrets of Transformation
• Impact on Print / Graphic Communications
• Learn from the best (selected cases)
• Guidelines to create a win-win-win momentum
NOTE: Link to Blogpost by Andreas Weber http://bit.ly/2wHQCXp

Transformation hits ANYTHING…
… and becomes overwhelming!

Transformation hits ANYTHING…
… and becomes overwhelming!
OOPS: Where is 
PRINT Technology?

BUT: complexity is a great opportunity  
for smart marketing solutions providers!

AGENDA
• Secrets of Transforma/on
• Impact on Print / Graphic Communica3ons
NOTE: Link to Blogpost by Andreas Weber hAp://bit.ly/2wHQCXp

Transformation
begins in the head.
And if the mission is
successful,  
it ends there again.

Secrets of Transformation
+ In fact it means a smart
METAMORPHOSES.
(Like MORPHING visuals… —
from Greek µεταµόρφωσις,  
"transformation, transforming", 
from µετα- (meta-), "change"  
and µορφή (morphe), „form".)
+ Always related to human culture!
≠ in any case not only a result of  
technological changes!

+ In fact it means a smart
METAMORPHOSES.
(Like MORPHING visuals… —
from Greek µεταµόρφωσις,  
"transformation, transforming", 
from µετα- (meta-), "change"  
and µορφή (morphe), „form".)
+ Always related to human culture!
≠ in any case not only a result of  
technological changes!
Secrets of Transformation

AGENDA
• Secrets of Transformation
• Impact on Print / Graphic Communications
NOTE: Link to Blogpost by Andreas Weber http://bit.ly/2wHQCXp

Impact on (or: via) Print
"Babylonian merchants began
producing stone tablets to
advertise their products while they
were visiting new towns."
Source: The History and Psychology of Direct Mail
≠ in any case a natural and cultural  
phenomenon since thousands of years!

”Ceci tuera cela!“ — This will kill that!
Victor Hugo describes in
’The Hunchback of Notre
Dame’ (Paris, 1831)
precisely the scenario that
we are currently facing:
through the innovations
in the publishing and print
industry, the existing
information architecture
is collapsing!

Transformation is driven by Print
What was the most  
sustainable step for
transformation in the
human culture?
— Gutenberg's
invention for print
innovation!

Transformation is driven by Print
09.06.16, 12:05
#drupa2016 #druparedsofa— Lessons learned. Think&Act #beyondtechnology!
#Transformation is key to #reinventyourself pic.twitter.com/jG2iftFBUW
drupa2016
red sofa —
statement by  
Andreas Weber:
”All about
print and
transformation,
beyond
technology!”

Learning: It is all about Human-to-Human

Only H2H leads to Transformation in the Digital Age!

What was the most  
sustainable step for transformation in the  
Digital Age?

„Götterdämmerung!“ | Gods Dawn

Who is #1 among the global brands when it  
comes to all things multichannel? — APPLE!
Main reasons why Apple became  
a global leader in transformation:
• Perfect website and web stores
• Best-in-class (physical) flagship
stores
• High value of PRINT (AirPrint, iPhoto
books, premium packaging…)
Key: Extraordinary market orientation
and performance promise — dedicated to
a sustainable digital lifestyle experience!

Who is #1 among the global brands when it  
comes to all things multichannel? — APPLE!
Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"Source: Apple Confidential. Steve Jobs 23. Sept. 1997
Steve Jobs is my idol forever!
Learning: A manifest, a master
plan oriented to the past is what
is always first needed to define
new guidelines for decades to
come.

Learning: Global Transformation  
via Print Innovations. BINGO!

Challenge: Consultancy fails in most cases!

GAFA (Google, Amazon, Facebook, Apple)
OTHERS

#Iot
#BigData
#Masscustomization
#H2H

Let's get disruptive! — Focus on ’Social’ as a resource!

Reminder: H2H leads to Transformation in the Digital Age!

Let's get disruptive! — Focus on Innovation
Crucial: Transformation
first to be able to
innovate! Not vice versa!
Transformation begins in
the head. And if the
mission is successful, it
ends there again.
Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"

This sweeps away all those  
who lead one to believe that
salvation lies in the inexhaustible
innovative power of the latest
technology.  
That is a fallacy.
Salvation lies in thinking  
based on a sound human
understanding that recognizes
fundamental needs and anticipates
the new!
Let's get disruptive! — Focus on Innovation

Let's get disruptive! — Learning from Social Media
From
Push
to Pull
to
Listen
Source: http://startupmywebsite.com/having-a-two-way-conversation-on-social-media/ Source: http://startupmywebsite.com/having-a-two-way-conversation-on-social-media/

Let's get disruptive! — Customer needs/behavior
Source: http://startupmywebsite.com/having-a-two-way-conversation-on-social-media/ Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"

Worst case: false focus leads to bankruptcy!

Let’s get disruptive! — Focus on Transformation
“Relive Your
Memories.
Automagically
Created for
You!”

Source: ValueDialog — Great task by PastBook’s CEO Stefano Cutello:
“Relive Your Memories. Automagically Created for You!”
“We live in an amazing Era of
exponential growth. The technology for
all of this exists already, it’s not
fantasy. I cannot wait to make it part of
my life and being able to contribute
to it.” —Stefano Cutello, Founder & CEO
of PastBook, at “Mobile Photo Connect”
in San Francisco end of October 2016.

Let’s get disruptive! — Print is Lifestyle
SOURCE: https://www.nettl.com/uk/

Let’s get disruptive! — Print is Lifestyle
SOURCE: https://www.nettl.com/uk/
Bernd Zipper and Peter Gunning

Best Partner: Print and Multichannel

Transformation hits Technology + Innovation
Source: ValueYouTube Channel: https://youtu.be/yDZdGksFoZ8

Think different to be disruptive!
Think about how to  
transform yourself to be
able to transform
established businesses
or markets!
Guidelines — Focus on Transformation

Guidelines — Focus on Transformation
Create and offer a
new way for a smart
and seamless
customer journey
driven by a great
customer
experience!

Guidelines — Time for a new Thinking
Needs are
the measure
of all things!
Source: Value Communication’s MANIFESTO

Guidelines — Time for a new Thinking
https://valuetrendradar.com/2014/01/20/needs-are-the-measure-of-all-things-2/
Needs are
the measure
of all things!

Guidelines & Conclusion
1. Disrupt your mind!
2. Learn from the best!
3. Transform yourself!
4. Identify the relevant technologies
plus the right innovation solution
partners!
5. De-construct — re-construct your
business + go-to-market scenario!
6. Really know your audience  
(don’t just assume you do)!
7. Keep your message relevant  
and simple! Via Social Media…
Last but not least:
Don't miss opportunities!

Transformation hits Marketing + Innovation
CONCLUSION
Become part of the game.
Enable Transformation
via Print Communication
Innovations — driven by
a sustainable Multichannel
approach!
It’s that simple…

ValueTalk: Transformation hits Marketing hits Innovation

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ValueTalk: Transformation hits Marketing hits Innovation