From Consumerism to Relationships
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This is the presentation I gave at GEC2016 in Medellín, Colombia. Its major theme is trust, particularly Design from Trust.
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From Consumerism to Relationships
- 1. Jerry Michalski, Founder of REX GEC2016 Medellín — 15 March 2016 The Future of Marketing: from Consumerism to Relationships Albert Robida 1 GEC
- 10. TheREXpedition.com Consumer Language of War Mass Marketing
- 28. 24
- 30. TheREXpedition.com – David Ogilvy “If you have nothing to say, sing it!”
- 32. TheREXpedition.com Today’s Tech Trends • Smartphones • Social Media (data trails) • Big Data Analytics • Machine Learning • Automation of all work • Internet of Things (IoT) • Bitcoin/Blockchain • 3D Printing • Virtual & Augmented Reality • Robocars and Drones • Wearable fitness trackers • Sensors everywhere
- 36. TheREXpedition.com If we: Stretch the truth
- 37. TheREXpedition.com If we: Stretch the truth Call you “consumers”
- 38. TheREXpedition.com If we: Stretch the truth Call you “consumers” Go to war on you
- 39. TheREXpedition.com If we: Stretch the truth Call you “consumers” Go to war on you Treat you like cattle
- 40. TheREXpedition.com If we: Stretch the truth Call you “consumers” Go to war on you Treat you like cattle Fill your world with noise
- 41. TheREXpedition.com If we: Stretch the truth Call you “consumers” Go to war on you Treat you like cattle Fill your world with noise Stalk you
- 42. TheREXpedition.com If we: Stretch the truth Call you “consumers” Go to war on you Treat you like cattle Fill your world with noise Stalk you Deny mistakes and wrongdoing
- 43. TheREXpedition.com If we: Stretch the truth Call you “consumers” Go to war on you Treat you like cattle Fill your world with noise Stalk you Deny mistakes and wrongdoing Don’t really listen or engage
- 44. TheREXpedition.com If we: Stretch the truth Call you “consumers” Go to war on you Treat you like cattle Fill your world with noise Stalk you Deny mistakes and wrongdoing Don’t really listen or engage Why trust us?
- 66. TheREXpedition.com We consumerized: • Consumer Packaged Goods • Culture (the Entertainment Industry) • Sports • Education • Health • Government • Food • Religion • Finance • Housing • Urban Design • Transportation • Parenting • Relationships
- 67. TheREXpedition.com Then we wonder… • Why don’t citizens vote? • Why do students tune out? • Why aren’t workers engaged?
- 68. TheREXpedition.com We’ve been treating them (us) as mere consumers
- 70. TheREXpedition.com Good consumers • Amass goods and services • Buy what’s on offer • Don’t ask too many questions • Don’t make the good or service themselves • Buy a lot (or the economy fails!)
- 71. TheREXpedition.com Better words Customer Client Student PatientAudience Individual Fan Family Guest Participant Member Household Citizen User* Ally *which some people can’t stand, but I really like Person
- 74. TheREXpedition.com Language shift Metaphors of war and cattle herding Metaphors of…
- 75. TheREXpedition.com Language shift Metaphors of war and cattle herding Metaphors of… Community
- 76. TheREXpedition.com Language shift Metaphors of war and cattle herding Metaphors of… Community Relationship
- 77. TheREXpedition.com Language shift Metaphors of war and cattle herding Metaphors of… Community Gardening Relationship
- 78. TheREXpedition.com Language shift Metaphors of war and cattle herding Metaphors of… Community CultivationGardening Relationship
- 82. TheREXpedition.com Why? Every company is doing it
- 83. TheREXpedition.com Why?MASS markets — too many people! Every company is doing it
- 84. TheREXpedition.com Why?MASS markets — too many people! Every company is doing it Can’t do it any other way
- 85. TheREXpedition.com Why? Other approaches are risky MASS markets — too many people! Every company is doing it Can’t do it any other way
- 86. VillagersCobbler
- 88. TheREXpedition.com Supply Chain Producer Consumer Store Shelf Distribution Center Wholesaler Transport Retail Location Retailer
- 89. TheREXpedition.com Supply Chain Producer Consumer Store Shelf Distribution Center Wholesaler Transport Retail Location Retailer Demand crisis!
- 90. TheREXpedition.com Consumer Mass Marketing Producer Consumer Store Shelf Distribution Center Wholesaler Transport Retail Location Retailer Indie Film Studio Ad Agency Marketing Department Multichannel Distribution Devices
- 101. Peers
- 102. Peers Relationship
- 104. TheREXpedition.com What Is a Relationship?
- 107. CLV
- 112. TheREXpedition.com How to build trust • Gestures of trust • Openness • Listening • Not betraying trust • Moments of risk • Vulnerability • Gifting • Treating people well • Handling crises well • Relying on community • Minding the Commons
- 113. TheREXpedition.com Trust is the new differentiator
- 119. TheREXpedition.com If you designed from trust, you’d build a different system
- 120. TheREXpedition.com If you designed from trust, you’d build a different system 2000
- 121. TheREXpedition.com Examples of Design from Trust
- 122. TheREXpedition.com Examples of Design from Trust Open Source Software
- 123. TheREXpedition.com Examples of Design from Trust Open Source Software The Sharing Economy
- 124. TheREXpedition.com Examples of Design from Trust Open Source Software Participatory Budgeting The Sharing Economy
- 125. TheREXpedition.com Examples of Design from Trust Open Source Software Unconferences Participatory Budgeting The Sharing Economy
- 126. TheREXpedition.com Examples of Design from Trust Open Source Software Unconferences Participatory Budgeting UnschoolingThe Sharing Economy
- 127. TheREXpedition.com Examples of Design from Trust Open Source Software Unconferences Participatory Budgeting Unschooling Traffic Calming The Sharing Economy
- 128. TheREXpedition.com Examples of Design from Trust Open Source Software Unconferences Participatory Budgeting Unschooling Traffic Calming Animal Gentling The Sharing Economy
- 129. TheREXpedition.com Examples of Design from Trust Open Source Software Unconferences Participatory Budgeting Unschooling Traffic Calming Animal Gentling Restorative Justice The Sharing Economy
- 130. TheREXpedition.com Examples of Design from Trust Open Source Software Unconferences Participatory Budgeting Unschooling Traffic Calming Animal Gentling Restorative Justice The Sharing Economy Natural Farming
- 131. TheREXpedition.com Examples of Design from Trust Open Source Software Unconferences Participatory Budgeting Unschooling Traffic Calming Animal Gentling Restorative Justice Workplace Democracy The Sharing Economy Natural Farming
- 132. TheREXpedition.com Examples of Design from Trust Open Source Software Unconferences Participatory Budgeting Unschooling Traffic Calming Animal Gentling Restorative Justice For-Benefit Companies Workplace Democracy The Sharing Economy Natural Farming
- 133. TheREXpedition.com Trust is cheaper than control
- 134. TheREXpedition.com Trust is cheaper than control Control is expensive!
- 135. TheREXpedition.com Trust is cheaper than control Control is expensive!
- 136. TheREXpedition.com Trust is cheaper than control Control is expensive!
- 137. TheREXpedition.com Trust is cheaper than control Control is expensive!
- 138. TheREXpedition.com Trust is cheaper than control Control is expensive!
- 139. TheREXpedition.com Trust blows the ceiling off
- 141. TheREXpedition.com Design from Trust is often: • Counterintuitive • Uncomfortable • Less expensive • More effective • Regenerative, reconnecting • But: • It’s social, so there are no guarantees • It’s nested inside other problems
- 143. TheREXpedition.com Trust is broken in: • Consumer Packaged Goods • Culture (the Entertainment Industry) • Sports • Education • Health • Government • Food • Religion • Finance • Housing • Urban Design • Transportation • Parenting • Relationships
- 145. TheREXpedition.com Wonderful design questions • What new kinds of value can we uncover?
- 146. TheREXpedition.com Wonderful design questions • What new kinds of value can we uncover? • How should companies communicate?
- 147. TheREXpedition.com Wonderful design questions • What new kinds of value can we uncover? • How should companies communicate? • What offers can we invent?
- 148. TheREXpedition.com Wonderful design questions • What new kinds of value can we uncover? • How should companies communicate? • What offers can we invent? • What company structures should we use?
- 149. TheREXpedition.com Wonderful design questions • What new kinds of value can we uncover? • How should companies communicate? • What offers can we invent? • What company structures should we use? • How should we measure success?
- 150. TheREXpedition.com Wonderful design questions • What new kinds of value can we uncover? • How should companies communicate? • What offers can we invent? • What company structures should we use? • How should we measure success? • How do we redesign our institutions?
- 151. TheREXpedition.com Wonderful design questions • What new kinds of value can we uncover? • How should companies communicate? • What offers can we invent? • What company structures should we use? • How should we measure success? • How do we redesign our institutions? • What does it mean for a company to be vulnerable?
- 152. TheREXpedition.com Wonderful design questions • What new kinds of value can we uncover? • How should companies communicate? • What offers can we invent? • What company structures should we use? • How should we measure success? • How do we redesign our institutions? • What does it mean for a company to be vulnerable? • How do we earn trust?
- 153. TheREXpedition.com Thorny Questions Stalk or serve? Are people really trustworthy? How do we shift from mistrust to trust? How do we deal with the bad actors? How do we manage the Commons together?
- 154. TheREXpedition.com Does it treat me as a consumer?
- 156. Serve, don’t stalk
- 157. TheREXpedition.com Thank you. Jerry Michalski sociate@gmail.com @jerrymichalski REX: the Relationship Economy eXpedition TheREXpedition.com JerrysBrain.com (bonus credit)