Ana Andjelic discusses the transformative impact of digital on markets, organizations, and brands, highlighting how digital business models like Airbnb can disrupt traditional industries. She emphasizes the importance of understanding consumer needs and focusing on user experiences to find new revenue opportunities. The presentation advocates for creating social and economic value while maintaining a flexible approach to business definitions.

1. digital playbook for brands
Webdagene, Oslo, October 16, 2014
ana ana andjelic, andjelic, @andjelicaaa

2. hello, I am Ana.
ana andjelic, @andjelicaaa

3. and these are the things that inspire me.
digital
branding
knowledge
networks organizational
ana andjelic, @andjelicaaa
innovation
new org forms
org structure
& media
distributed
cognition
actor-network
theory
org
management
media
management
media studies
media
business
technology
studies
social
psychology
cognitive
psychology
economic
design thinking sociology
behavioral
economics

4. i am here to talk about how digital transforms markets, organizations
and brands.
ana andjelic, @andjelicaaa

5. why is this question relevant?
anaa naan adnjdejelilcic,, @@aannddjejlieclaicaaaaa

6. Prices are at least one-sixth cheaper than its traditional rivals. AirBnB surpassed industry legacy Hilton Hotels in nights booked. 5th largest hotelier in the world.
ana andjelic, @andjelicaaa
Sources: http://www.fastcompany.com/3027107/punk-meet-rock-airbnb-brian-chesky-chip-conley and http://tctechcrunch2011.files.wordpress.com/2013/02/airbnb2.png?w=680&h=298
think airbnb ...

7. ana andjelic, @andjelicaaa
think uber ...

8. think american express ...
ana andjelic, @andjelicaaa

9. think general electric ...
ana andjelic, @andjelicaaa

10. digital has become an economic force, ranging from the emerging
businesses to the most established global corporations.
ana andjelic, @andjelicaaa

11. • a new source of economic value
• a marketplace
• a way to expand market share
• a new revenue stream
• fuel for business growth
• a source of competitive advantage
• a new link and/or a disruptive force in a value chain
• all of the above
ana andjelic, @andjelicaaa
it has become ...

12. systems disruption
connecting products and
services to create new value
market focus user focus
transformative value
incremental value
addition
design
making legacy business more
valuable
creating a new market
and/or value chain
human-centered
business solutions
ana andjelic, @andjelicaaa
digital playbook for brands

13. 1. addition
use digital to add a
marketplace to the core
business offering.
ana andjelic, @andjelicaaa

14. ana andjelic, @andjelicaaa
2. systems
the future of product
value resides in the
service designed
around it.

15. 3. design
ana andjelic, @andjelicaaa
intimate knowledge of its
consumers lets new
businesses come up with
initiatives that uniquely
respond to consumers
needs.

16. ana andjelic, @andjelicaaa
4. disruption
disruptors’ value chain
is different from the one
that dominates their
industry.

17. ok, now what?
ana andjelic, @andjelicaaa

18. “If there is a simple, easy design principle that binds everything together, it’s probably starting
with people.”*
*Bill Moggridge
find new
revenue
opportunities
at each stage
of the
experience.
organize
company
around each
stage of the
experience.
experience
design
make each
stage of the
experience
meet user
needs better.
ana andjelic, @andjelicaaa

19. “Above all else, align with customers. Win when they win. Win only when they win.”*
find new
revenue
opportunities at
each stage of
experience.
organize a
company around
each stage of
experience
make each
stage of
experience
meet user
needs better.
*Amazon Doctrine
experience
design
addition
design
systems
disruption

20. a few things to think about...
ana andjelic, @andjelicaaa

21. the starting point in your next project:
from: to:
what digital thing should i build? why is this a problem and how
can i use digital to solve it?
ana andjelic, @andjelicaaa

22. create social value AND economic value. it’s not that hard.
ana andjelic, @andjelicaaa

23. be aware of black markets.
ana andjelic, @andjelicaaa

24. think of an underserved demographic. it is also in the market of something.
ana andjelic, @andjelicaaa

25. close the value loop: create, distribute and capture value.

26. don’t be bogged down by the need to define what business you’re in.
ana andjelic, @andjelicaaa

27. “If you want something new, you have to stop doing
something old.”*
ana andjelic, @andjelicaaa *Peter Drucker

28. When the world is generous, transparent, sustainable and useful, our
solutions need to be like that, too.
ana andjelic, @andjelicaaa

29. Thank you.
(you can find me on medium: https://medium.com/
@andjelicaaa)
ana andjelic, @andjelicaaa