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How to Keep Disrupting in a Disrupted World
- 1. /Dɪsˈrʌpʃn/
- 2. Disruption
- 4. TRIGGER WARNING. IMAGES OF 2020
- 7. 2020 D I S A S T E R M O V I E G L O B A L D I S T U R B A N C E + R A D I C A L C H A N G E
- 8. Baboons on the loose
- 10. In times of crisis, you gotta have a plan
- 12. How we navigated the most disruptive time in recent history.
- 13. A reactive moment of heightened emotions - characterised by fear, denial and panic as people grieve normalcy. “I want clear information and utility” !13 Navigating Uncertainty Copyright 2020 1. RESPONSE 2. RECOVERY 3. REVIVAL Evaluate and recalibrate: as we come to terms with the new reality we begin to find our feet again as a collective. “I want utility and support” A proactive moment of considered action - we leave limitations behind and rebuild, deciding on what to keep or discard. “I want hope and optimism” Y = An oversimplified infection curve X = Time — 12-18 Months We identified three phases to this crisis
- 14. 1. RESPONSE A reactive moment of heightened emotions - characterised by fear, denial and panic as people grieve normalcy. “I want clear information and utility” !14 Navigating Uncertainty Copyright 2020 We identified three phases to this crisis and focused on the 2 we felt we could help brands navigate 2. RECOVERY 3. REVIVAL Evaluate and recalibrate: as we come to terms with the new reality we begin to find our feet again as a collective. “I want utility and support” A proactive moment of considered action - we leave limitations behind and rebuild, deciding on what to keep or discard. “I want hope and optimism” Y = An oversimplified infection curve X = Time — 12-18 Months
- 15. CREATIVE RESILIENCE 01 5 Navigating Uncertainty Copyright 2020 ELEVATED HOMEBODIES 02 03 SOLO SOCIAL SATIRE- SURVIVAL 04 COLLECTIVE COMPASSION 06 CAUTIOUS LIBERATION 07 FRUGAL FUTURES 08 05 OPEN SOURCE GENEROSITY PHASE TWO: RECOVERY PHASE THREE: REVIVAL
- 16. Navigating Uncertainty Copyright 2020 RECOVERY REVIVAL Lead by being helpful and avoid being a brand that feels opportunistic #2 #1 Show direction and clarity People are looking for comfort and familiarity #3 Act on the shared values of the company People will remember the companies that made a difference #1 Break away from tradition Identify new opportunities with the resources you have #2 Think about how you can ‘adapt’ your purpose so people will care #3 Reassess the meaning of your brand values
- 17. Identify new needs you can serve !17 Navigating Uncertainty Copyright 2020 EMERGING VALUE: STRATEGIC IMPERATIVE: OBJECTIVE: PURPOSE: POSITIONING: VALUES: 4Ps: OPEN SOURCE GENEROSITY COLLECTIVE COMPASSION CAUTIOUS LIBERATION FRUGAL FUTRES Defend the core Differentiate your product offering Build your reputation # #2 #3 #4 Stay true to yours, but adapt to prove why people should care PRODUCT PLACE PRICE PROMOTION New ideas that serve new needs Distribute in a way that enables everyone to benefit Maximise availability and usability e.g dynamic pricing Value initiatives and helping people reconnect and appreciate ‘the new normal’ Focus on your customers and become a comforting choice that feels familiar Create clear white space between products, people will be looking for binary choices more than ever Develop ‘value’ initiatives that build trust and lift positive perceptions of the brand FROM Freedom Exploration Confidence TO: Hope Care Optimism Reassess the meaning and relevance of your values (e.g. they could shift to ones like ‘Self-Aware’, ‘Humility’, ‘Inclusion’, ‘Positivity’ - tone will never be more important)
- 18. Ok boomers, show us some work.
- 21. Observations
- 23. Industrie s innovate in a crisis Navigating Uncertainty Copyright 2020
- 24. Communitie s connect in a crisis Navigating Uncertainty Copyright 2020
- 25. Brands are built in a crisis Navigating Uncertainty Copyright 2020
- 29. We now all know how to use QR codes
- 30. Questions?