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@henryrobben
marketingstrategy
Marketing With Balls
reinventing the way marketers do marketing
Prof.dr. Henry ROBBEN
Nyenrode Business Universiteit
Nice to meet you!
Let’s stay in touch.
Professor of Marketing
● Advisor ●
Catalyst ● Strategic
decision processes ●
Reading ● First-Person
Shooters ● Cycling ●
Oranje
+31 626 556 572
Henry Robben
henry_robben
henryrobben
henryrobben.com
h.robben@nyenrode.nl
2
@henryrobben
marketingstrategy
It’s a page-turner,
innovative, fast-
paced, normative,
eye-opening,
science-based,
and sphincter-
tightening.
3
discover
manage
respect
maintain
reclaim
embrace
passion ● curiosity ● imagination
vision ● decisiveness ● execution
authenticity ● balance ● openness
our raison d’être
the impact we have lost
in a transparant society
@henryrobben
marketingstrategy
dear marketer!
5
@henryrobben
marketingstrategy
6
There’s something rotten in the state of Marketing
n o t s e e n a s l e a d e r s ! n o t i n t h e b o a r d ! n o t l e a d i n g
@henryrobben
marketingstrategy
@henryrobben
marketingstrategy
@henryrobben
marketingstrategy
9
marketing is:
building sustainable
business
a competence, not a
department
by definition, it is people
business
@henryrobben
marketingstrategy
10
@henryrobben
marketingstrategy
The Bright Side
Passion
Curiosity
Imagination
Vision
Decisiveness
Execute
Authenticity
Balance
Openness
@henryrobben
marketingstrategy
CompanyPerformance
Characteristic / Behavior Characteristic /
@henryrobben
marketingstrategy
The Offside The Bright Side The Dark Side
apathetic passionate obsessed
disinterested curious paranoid
sterile imaginative disconnected
purposeless visionary fundamentalist
undecided decisive arrogant
paralysed executive bully
subjugated authentic fake
meaningless balanced instrumental
unreceptive open rude
@henryrobben
marketingstrategy
What is the
value
proposition
of the
marketer
in the digital
arena?
Leadership Behavior
social ! on all levels ! situational
@henryrobben
marketingstrategy
Marketing
Leadership
Behavior = ⨍(Personality, Environment)
16
@henryrobben
marketingstrategy
So what
should I
do as a
marketer?
@henryrobben
marketingstrategy
Look at yourself
as a Piece of Art
Self-
Management
Discovery
Respect
BHAG
R&R
C2C
18
discover
passion!curiosity!imagination
@henryrobben
marketingstrategy
Marketers need to pay more attention.
20
Making something great is the goal—Ed Catmull
@henryrobben
marketingstrategy
Markets have become arenas.
If you don’t win, you die.
22
@henryrobben
marketingstrategy
@henryrobben
marketingstrategy
Globalization!Digitization!Responsibilizati
on
Analog
Customer
Exploitation
Closed
Digital
Arena
Exploration
Open
a marketer faces four paradoxes.
@henryrobben
marketingstrategy
manage
vision!decisiveness!execution
we know what to do,
we know why we
should do it, and we
know how to do it
yet most businesses
and individuals don’t
do
what’s good for them.
@henryrobben
marketingstrategy
@henryrobben
marketingstrategy
Exploration
changing the business
Exploitation
running the business
Capture
value@company
Creation
value@customer
@henryrobben
marketingstrategy
Disruption is everywhere.
“Disruptive Innovation?” by Christensen, Raynor & McDonald
Harvard Business Review, December 2015
Retailing: Amazon (1994) Auctions: eBay (1995)
business disruption
Search & Advertising: Google (1998) Television: YouTube (2005)
“Now that the asteroid of digitized
information has hit, the global
economy has changed forever. The
era of traditional, hierarchial
market domination by dinosaur
companies is coming to an end.
The world now belongs to smarter,
smaller and faster-moving
enterprises. This is certainly true
now for information-based
industries, and it will soon be true
for more traditional industries as
well.”
Salim Ismail – p. 135
The new 

Cambrian 

explosion?
@henryrobben
marketingstrategy
respect
authenticity!balance!openness
De Volkskrant, April 23, 2016
@henryrobben
marketingstrategy
43
@henryrobben
marketingstrategy
44
@henryrobben
marketingstrategy
45
@henryrobben
marketingstrategy
46
Marketing Leadership
Be on the forefront, creating a significant positive
and enduring difference.
@henryrobben
marketingstrategy
Thank you!
That’s it folks!
Let’s stay in touch.
+31 6 26 556 272
h.robben@nyenrode.nl

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