This document provides 10 ways for brands to innovate or risk failure. It discusses how brands must evolve to stay relevant as customer needs change. It provides examples of brands like Blockbuster that failed to innovate and were disrupted. The document emphasizes the need for brands to focus on execution, develop new revenue streams, and behave like startups to survive the modern economy.
Every startup begins with an idea. This is a talk on how to come up with startup ideas and how to use validation to pick the ones worth working on. It's based on the book "Hello, Startup" (http://www.hello-startup.net/). You can find the video of the talk here: https://www.youtube.com/watch?v=GkmiE8d_5Pw
Things I will tell my kids if they become entrepreneursLaurent Haug
The lessons I learned in 20 years as an entrepreneur. Partly inspired by Sam Altman's excellent course on How to start a startup, available on http://startupclass.samaltman.com
Feedback on laurenthaug at gmail dot com
Eric Ries, Author/Speaker/Consultant, The Lean Startup500 Startups
Presentation by Eric Ries (Author/Speaker/Consultant, The Lean Startup) at the 'Lean Startup, Lean Investor' event on November 3, 2010 (Produced by 500 Startups & Nokia/Nokia Growth Partners)
Product market fit is achieved by finding the successful intersection of product iteration, competition/market and go-to-market strategy. Finding product market fit (PMF), however, is hard when these three factors confound problem solving in the search for PMF.
Fortunately, competition tends to be roughly constant over the period in which a startup is solving for PMF. To control between product iteration and GTM, go-to-market can be broken into five sub-steps in any of which product changes are small enough not to confound. This allows GTM tactics and strategy to be tested and proven or disproven.
The five steps are first sale, founder sales, first sales person, sales leadership, scaling sales - each a distinct stage that can be tested and measured. There are metrics abound to measure sales performance, but many - including funnel conversion metrics, LTV and CAC - are fuzzy and imprecise in the early stages of a startup. What matters is whether a software business is adding adequate net new revenue per cash burned as measured by monthly increase in MRR per monthly net cash burned. Cash efficiency should go up at each successive go-to-market step.
Every startup begins with an idea. This is a talk on how to come up with startup ideas and how to use validation to pick the ones worth working on. It's based on the book "Hello, Startup" (http://www.hello-startup.net/). You can find the video of the talk here: https://www.youtube.com/watch?v=GkmiE8d_5Pw
Things I will tell my kids if they become entrepreneursLaurent Haug
The lessons I learned in 20 years as an entrepreneur. Partly inspired by Sam Altman's excellent course on How to start a startup, available on http://startupclass.samaltman.com
Feedback on laurenthaug at gmail dot com
Eric Ries, Author/Speaker/Consultant, The Lean Startup500 Startups
Presentation by Eric Ries (Author/Speaker/Consultant, The Lean Startup) at the 'Lean Startup, Lean Investor' event on November 3, 2010 (Produced by 500 Startups & Nokia/Nokia Growth Partners)
Product market fit is achieved by finding the successful intersection of product iteration, competition/market and go-to-market strategy. Finding product market fit (PMF), however, is hard when these three factors confound problem solving in the search for PMF.
Fortunately, competition tends to be roughly constant over the period in which a startup is solving for PMF. To control between product iteration and GTM, go-to-market can be broken into five sub-steps in any of which product changes are small enough not to confound. This allows GTM tactics and strategy to be tested and proven or disproven.
The five steps are first sale, founder sales, first sales person, sales leadership, scaling sales - each a distinct stage that can be tested and measured. There are metrics abound to measure sales performance, but many - including funnel conversion metrics, LTV and CAC - are fuzzy and imprecise in the early stages of a startup. What matters is whether a software business is adding adequate net new revenue per cash burned as measured by monthly increase in MRR per monthly net cash burned. Cash efficiency should go up at each successive go-to-market step.
Phil Dillard, Black Ant, @PhilD0210
The objective of the Lean Startup 101 training is to introduce the concepts, terminology and approaches — and, to help organizations overcome resistance accepting the new approach so that exploration and learning can begin. This practical, interactive session will provide a solid foundation for advanced sessions, including the Lean Startup 201 & 301. This training is designed for practitioners in both the enterprise and in startups who are relatively new to the Lean Startup approach or who are seeking a quick refresher. Lean Startup 101 is a perfect way to kick off your week of Lean Startup!
Thanks to Lean Startup Co.’s law firm, Orrick, for being the sponsor for this track.
What is Product/Market Fit? Why is it the Holy Grail of entrepreneurship?
Let me help you answer and understand the fundamental question for every early stage entrepreneur: Are you building a product/service people really want? Watch the video and learn everything about Product/Market Fit.
Twitter: https://twitter.com/m_vukas
Blog: http://www.milanvukas.com/blog/
This presentation is based on L.David Marquet's book, "Turn the Ship Around", a semi-autobiography on how he managed a crew of 135 men in a $2 billion nuclear submarine.
Empowering your staff to become an elite in their career path can be an almost impossible process - quite akin to leading a horse to water. Marquet details the four elements of what it takes to truly and permanently guide your team mates into transforming their outlook on work in a very meaningful, effective way.
Summer Series Session 1: Turn The Ship Around with David MarquetEngagio
Imagine a workplace where everyone engages and contributes their full intellectual capacity, a place where people are healthier and happier because they have more control over their work, a place where everyone is a leader.
Join David Marquet, Retired US Nuclear Submarine Captain, and author of Turn The Ship Around, in this presentation as he reveals his battle-tested plan for empowering people, creating technical competence, and gaining organizational clarity.
In this presentation, you’ll learn:
– How to create an environment where people are happier and healthier because they have more control over their work
– The steps to start the process of investing in people so that real change happens
– How to talk with your co-workers in an empowering way so that you create leaders at every level of the organization
– How to voice your opinions or disagree with colleagues but still feel safe and trusted
Leading in Paradox: An introduction to polaritiesCheryl Doig
We live in increasingly complex times. Such times require leaders to be adaptive and flexible, to accept that there may not be a ‘right’, ‘wrong’, or ‘single’ answer, and to be comfortable with uncertainty. This slideshare introduces leaders to understanding the difference between problems and polarities. It aims to start the conversation rather than provide the tools and strategies for leading in paradox.
Getting to Product Market Fit - An Overview of Customer Discovery & ValidationJason Evanish
An overview of the first two stages of Steve Blank's Four Steps to the Epiphany: Customer Discovery and Customer Validation. Includes in depth advice on the customer development interview as well.
I'm writing a book on How to Build Customer Driven Products based on tactics like the ones in this presentation. You can sign up to learn more here: http://eepurl.com/RZoO9
Dr Dave Chaffey explains the success factors for creating a digital strategy using the latest examples and research from a range of industries. Omnichannel is relevant to all sectors' and includes examples form sectors including Brands, manufacturers, retail, healthcare, FS and B2B.
The Lean Startup Basics and Intro for BeginnersBlaz Kos
The presentation focuses on providing an overview, fundamentals and history of the concept of the lean startup companies.
The presentation very clearly shows why business plans are not that much important anymore, what is waste in business and how to reduce it and why every start-up must be a learning organization.
What 'Milkshakes' and 'Jobs-To-Be-Done' can teach UX (UX New Zealand 2013)Christian Lafrance
The marketers and product managers have caught up. Suddenly they’re interested in embedding customer needs into their products and services through the Jobs To Be Done (JTBD) approach. Good news: JTBD aligns really well with UCD philosophy and can actually enhance our UX practice and effectiveness. Bad news: there’s a lot being written about it, but very little from a UX perspective. In this presentation we’ll try and fix this. We’ll explain how we’re applying it at the Australian Broadcasting Corporation, share our our war stories and (hopefully) accelerate your learning.
This talk is for people who want to move their UX practice upstream to ensure that product and service decisions are guided by customer insight. In it we’ll show how JTBD’s rigorous qualitative and quantitative approach can embed customer empathy in product and service roadmaps. And, how framing UX practice through a JTBD lens can make marketing and product managers our strongest allies.
http://uxnewzealand.co.nz/uxnz-2013/milkshakes-jobs-to-be-done/
Short presentation on the why, how and what of innovation requirements, and a possible implementation methodology to apply within big corporate institutions.
Phil Dillard, Black Ant, @PhilD0210
The objective of the Lean Startup 101 training is to introduce the concepts, terminology and approaches — and, to help organizations overcome resistance accepting the new approach so that exploration and learning can begin. This practical, interactive session will provide a solid foundation for advanced sessions, including the Lean Startup 201 & 301. This training is designed for practitioners in both the enterprise and in startups who are relatively new to the Lean Startup approach or who are seeking a quick refresher. Lean Startup 101 is a perfect way to kick off your week of Lean Startup!
Thanks to Lean Startup Co.’s law firm, Orrick, for being the sponsor for this track.
What is Product/Market Fit? Why is it the Holy Grail of entrepreneurship?
Let me help you answer and understand the fundamental question for every early stage entrepreneur: Are you building a product/service people really want? Watch the video and learn everything about Product/Market Fit.
Twitter: https://twitter.com/m_vukas
Blog: http://www.milanvukas.com/blog/
This presentation is based on L.David Marquet's book, "Turn the Ship Around", a semi-autobiography on how he managed a crew of 135 men in a $2 billion nuclear submarine.
Empowering your staff to become an elite in their career path can be an almost impossible process - quite akin to leading a horse to water. Marquet details the four elements of what it takes to truly and permanently guide your team mates into transforming their outlook on work in a very meaningful, effective way.
Summer Series Session 1: Turn The Ship Around with David MarquetEngagio
Imagine a workplace where everyone engages and contributes their full intellectual capacity, a place where people are healthier and happier because they have more control over their work, a place where everyone is a leader.
Join David Marquet, Retired US Nuclear Submarine Captain, and author of Turn The Ship Around, in this presentation as he reveals his battle-tested plan for empowering people, creating technical competence, and gaining organizational clarity.
In this presentation, you’ll learn:
– How to create an environment where people are happier and healthier because they have more control over their work
– The steps to start the process of investing in people so that real change happens
– How to talk with your co-workers in an empowering way so that you create leaders at every level of the organization
– How to voice your opinions or disagree with colleagues but still feel safe and trusted
Leading in Paradox: An introduction to polaritiesCheryl Doig
We live in increasingly complex times. Such times require leaders to be adaptive and flexible, to accept that there may not be a ‘right’, ‘wrong’, or ‘single’ answer, and to be comfortable with uncertainty. This slideshare introduces leaders to understanding the difference between problems and polarities. It aims to start the conversation rather than provide the tools and strategies for leading in paradox.
Getting to Product Market Fit - An Overview of Customer Discovery & ValidationJason Evanish
An overview of the first two stages of Steve Blank's Four Steps to the Epiphany: Customer Discovery and Customer Validation. Includes in depth advice on the customer development interview as well.
I'm writing a book on How to Build Customer Driven Products based on tactics like the ones in this presentation. You can sign up to learn more here: http://eepurl.com/RZoO9
Dr Dave Chaffey explains the success factors for creating a digital strategy using the latest examples and research from a range of industries. Omnichannel is relevant to all sectors' and includes examples form sectors including Brands, manufacturers, retail, healthcare, FS and B2B.
The Lean Startup Basics and Intro for BeginnersBlaz Kos
The presentation focuses on providing an overview, fundamentals and history of the concept of the lean startup companies.
The presentation very clearly shows why business plans are not that much important anymore, what is waste in business and how to reduce it and why every start-up must be a learning organization.
What 'Milkshakes' and 'Jobs-To-Be-Done' can teach UX (UX New Zealand 2013)Christian Lafrance
The marketers and product managers have caught up. Suddenly they’re interested in embedding customer needs into their products and services through the Jobs To Be Done (JTBD) approach. Good news: JTBD aligns really well with UCD philosophy and can actually enhance our UX practice and effectiveness. Bad news: there’s a lot being written about it, but very little from a UX perspective. In this presentation we’ll try and fix this. We’ll explain how we’re applying it at the Australian Broadcasting Corporation, share our our war stories and (hopefully) accelerate your learning.
This talk is for people who want to move their UX practice upstream to ensure that product and service decisions are guided by customer insight. In it we’ll show how JTBD’s rigorous qualitative and quantitative approach can embed customer empathy in product and service roadmaps. And, how framing UX practice through a JTBD lens can make marketing and product managers our strongest allies.
http://uxnewzealand.co.nz/uxnz-2013/milkshakes-jobs-to-be-done/
Short presentation on the why, how and what of innovation requirements, and a possible implementation methodology to apply within big corporate institutions.
This presentation we have given to the one competition of young managers from Baroda Management Association. It was nice learning and great experience during the journey of this competition,
we were tree member in the team and we work hard to prepare this presentation.
I have designed this presentation with examples and very effective design techniques.
"Онлайн и офлайн конверсии. Как Hoff оптимизировал рекламный бюджет с помощью...Calltouch
Выступление Дмитрия Дворецкого (Hoff) на PLUS-Forum Online & Offline Retail 2015 с докладом на тему "Онлайн и офлайн конверсии. Как Hoff оптимизировал рекламный бюджет с помощью сервиса коллтрекинга Calltouch"
This presentation describes the basic elementary teachings about Christ and also the foundation Christian creeds that form the basis of Christian Doctrinal setting.
Quotes are a great source of insight and inspiration. They give us a view into some of history's greatest minds and a wealth of profound wisdom. Here are 10 of our all-time favorite Winnie the Pooh (A. A. Milne) quotes.
"We need to innovate. Now!" Dealing with the pressure of trying to achieve th...CharityComms
Julie Dodd, creative director (UX &D), Zone
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Entrepreneurship Ecosystem Map of Jordan 2015Jamil AlKhatib
Entrepreneurship Ecosystem Map of Jordan 2015. Developed for Internal purposes of the German Jordanian University Program Innovation & Entrepreneurship
Retail 2020: Retail Will Change more in the Next 5 Years than the Last 50FITCH
Against a backdrop of seismic shifts in our retail landscape, Christian Davies, Executive Creative Director, Americas at FITCH took the audience on a global tour of the major trends that will be the norm by the time we’re ringing in the New Year of 2020. Emerging trends are mapped against new shopper behaviors and the rise of Gen Z – set to be the largest group of shoppers globally by 2020 – and by new realities of retail operations, language and purpose. This presentation was given at Globalshop in Las Vegas on March 26th, 2015.
Killer Content Marketing for Boring BrandsAran Jackson
10 tried and tested tips & tricks to make any ‘boring’ brand shine…and then some!
What will this ebook do for me?
• Teach you how to create a marketing masterpiece for your wallflower brand.
• Give you 10 actionable content tips for success.
• Spark your creativity and get you thinking outside the box
• Give you stats to fire your content campaigns.
Rediscover and reconnect with your brand in our SynergyHSV Branding Workshop. We’ll solve your biggest brand strategy challenges.
Learn how to establish you own brand and critique others. Come with questions and a hungry mind. Suitable for new & established businesses, marketing staff and serious design students.
Por que as pessoas amam produtos e marcas? O que sustenta esta paixão? Essas foram as duas questões principais feitos pelo Love Index 2016, estudo feito pela Accenture Interactive, em parceria com a Fjord.
Starting up a business has many challenges and demands. This paper from Swystun Communications provides ways and examples for how branding can better ensure success if the focus is there from the start.
What makes people LOVE a product or brand?
What sustains that love?
These are the questions Accenture Interactive and Fjord set out to answer when embarking on The Love Index study.
The Love Index 2016 is the first annual report that measures brands – and in particular, the services and experiences they offer – on a 10-point scale across five F.R.E.S.H. dimensions plotted on a pentagon
How can diversification be used as a strategic marketing communications tool? We look at why the diversification trend is gathering pace and three ways brands can use diversification to grow.
3 Lessons for Brands
Technology killed cheating.
Weaknesses are your greatest strengths.
Brands with purpose do better.
3 Lessons for Agencies
Agencies need more diversity.
Strategy is knowing what not to do.
Modern creativity demands collaboration.
Bonus Lesson
Take risks to stand out.
Top 8 eCommerce Business Ideas for 2021 | eCommerce Startups & Project IdeasMariya James
Want to know about the most trending eCommerce business ideas that can be highly profitable in 2021. Explore these eCommerce startup ideas that are with discussing for the coming year.
http://www.bizsum.com - Ideas are what keep businesses alive. Without new ideas, any business stands a good chance of slowly declining and eventually dying. The best companies never stop evolving and generating new ideas, and putting these ideas into action.
“Follow the Other Hand” by Andy Cohen gives a new, fun, and practical strategy to energizing your business by learning to think out of the box and come up with brilliant ideas. Through the metaphor of magic and a story of how a real company used magic to transform itself into a vibrant, profitable business, Cohen offers magical secrets to entrepreneurs and business people on how to turn their businesses into successful enterprises.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
1. Innovate or Die
10 Ways To Build
Your Brand…A Casket
2. Will We Be Mourning Your Brand or Industry Next?
Before you go reaching for the box of tissue, this presentation isn’t meant to be a downer. It’s to
inspire new innovative ways for looking at your business. It’s quite simple really, those brands that can
rethink and re-imagine their core strategies will live longer, healthier, and more prosperous lives. But
those that fail to embrace change and take intelligent risks, will likely become another sad statistic.
Is your business model as sound as it is fearless? Is your brand strategy as compelling as it is
differentiating? It’s time to pay tribute to some recent unexpected traumas, epic disasters, and
shocking casualties of the new economy.
3. #1
Veering Off By Staying On Course
So your parent company has been standing tall for 40 years. You’re an international success story.
You’ve built up a quirky brand personality. You were once the loud trendsetter in the affordable but
stylish apparel business. But that’s when your competition was thin and your pockets were fat.
Now you’re scratching your head wondering where it all went wrong. Just being ‚the cheapest cool
money can buy‛ can’t keep you perched atop the merchandising mountain for long. Customers are
increasingly demanding more style for their money (yes, that means you have to pay attention to
them). Just because an old business model got you to where you are today, doesn’t mean it’ll be
around to thrive tomorrow.
4. #1
Treat Your Customers Like Individuals
Everyone loves a great deal, but that doesn’t mean they’re comfortable running around in Mom Jeans.
You don’t have to run a fashion blog to know that personal style is where it’s at these days. The
economy may be going backward, but affordable fashion is charging forward.
Swedish retailer H & M recognized that consumers wanted high fashion at value prices. So instead of
following the lead of its U.S. competition and rolling out merchandise on a ‘seasonal’ basis, this
discount fashion chain has been winning by introducing new, fresh designs daily and they turn over
their entire store inventory at least eight times a year. The result? Fuller dressing rooms and a long
line of happy consumers that can’t wait to see ‘what’s new.’ Speed can be a powerful asset.
5. #2
Falling In Love With Your Own Voice
When things are going great, it’s easy to drink your own Kool-Aid. As the music industry quickly
discovered, over-confidence (okay, arrogance) usually leads to under-performing. Two pioneers of the
record superstore concept have learned this lesson the hard way. Did Tower and Virgin fail because
music was dying and the demand for CDs was in sharp decline? Partly, but, they kept their prices
high, failed to develop new distribution models, and largely ignored the more wired consumer. It’s not
that music fans didn’t want new music, they just didn’t want to get dressed, leave their house, and
hunt for a parking space in Times Square.
6. #2
Bring New Flavor To An Old Industry
While the old guard was asleep at the wheel, an innovative outsider was able to swoop in and build
up a loyal following of white headphone wearing music lovers. Apple may not have been the first
hardware company to find new ways to make money off music, but they were the first to offer a
complete and seamless ecosystem (content + device) for the new digital consumer.
By outthinking and out executing the blindsided music labels and chain retailers, Apple was able to
make the unheard of transition from consumer electronics brand to one of most powerful
entertainment brands in the world. Psst…since 2003, they’ve sold more than 6 billion songs through
their iTunes store and roughly 200 million iPods. How ‘bout them apples?
7. #3
Relying On One Revenue Stream
According to www.mediafinder.com, 525 magazines went bye bye in 2008. Sure, ad spending is down
and the internet and social media have changed the game, but many of these page flippers didn’t fold
because of a lack of loyal readers. They failed because they were unable to develop more future forward
monetization strategies. Just last year music giants Blender and Vibe, each with circulations over
800,000, had to unplug their amps. With that many loyal eyeballs, it seems a little too convenient to just
blame the ad economy for your recent obituary.
8. #3
Embrace The ‘New’ In New Media
When most magazine publishers were watching their ad revenues plummet, a few off today’s media
survivors were seeking new and different ways to earn revenue beyond just ads.
Many thought ESPN (and Disney) were nuts when they launched a sports magazine to complement
their popular sports network, but no one’s laughing now. When they spotted trouble, they quickly put
a bullet in their magazine’s website and have merged all of their online content into the premium
ESPN Insider service, which costs $6.95 a month, or $39.95 a year. So far the Insider has 350,000
paying subscribers and has other media executives watching the ball go over the fence. Freemium
business models aren’t for every industry, but for these sports guys it’s been a home run.
9. #4 Don’t Act Desperate Or You’ll Get Dumped
A nasty side effect from being desperate or maybe just intoxicated by their own success, brands can
themselves in places they just shouldn’t be. Seriously, what makes a seemingly wise executive green
light crazy ass (and expensive) brand extensions that on paper smell more like Saturday Night Live
skit ideas than they do viable revenue-generating opportunities? When you’re done booking your
flight on Hooter’s Airlines and applying that Cheeto’s Flavored Lip Balm, take a moment to re-focus.
Before you even think about developing a brand extension to try to ring out the last drops of
credibility from your brand, first figure out how to extract the most value from your core
competencies.
10. #4
Be The Best In The World At One Thing
After trailing in the gaming race for two generations by selling ‘me too’ consoles, Nintendo took a
challenger approach with the Wii. Instead of hitting consumers over the head with a massive list of
features and an even longer list of instructions, Nintendo kept things simple by creating a game that
everyone (not just hardcore gamers) could play and enjoy by offering up a high-value, low effort
experience. They differentiated themselves from the competition by being the best in the world by
focusing on one core competency. In the words of Seth Godin,‛ If you're the best in the world, the
market cares. The secret, if you have limited resources (don't we all) is to make 'world' small enough
that you can actually accomplish that.‛ By shrinking their world, the Wii is now the console of choice
with families, and yes, even seniors.
11. #5
Going ‘Back To Basics’
To break through and create demand in tough times, it takes a helluva lot more than just slashing
prices or trumpeting basic brand benefits such as easier, faster, healthier, and earth friendlier.
Those antiquated tactics may have worked yesterday, but in today’s consumer-controlled economy
you attract eyeballs and make cash registers ring by offering up remarkable brand value. Sure, all
consumers watch their wallets, but brands must move beyond price to truly break through and
compel a consumer. Get to know them. Emotionally connect with them. They will gladly dole out a
few more cents for a higher quality and more meaningful customer experience. Make your brand
stand out (again) or you could soon find yourself gasping for air instead of performing your
customary yodel.
12. #5
Smart Strategy Trumps One-Off Tactics
When you’re at the top, you must be able to withstand blows from your harshest critics. Say what you
want about Wal-Mart, but the retail giant continues to hum along, having just re-branded their image
to emphasize more value and sophistication. Their new tagline, ‚Save Money. Live Better‛ tells
consumers they can still live their lives with the same luxuries they’re accustomed to, but they’ll just
need to shop smarter (take that Target…).
The best re-branders are those companies that consistently deliver on their respective brand
promises, continuously explore unchartered waters, put strategies ahead of tactics and listen to and
understand their core target (Hi mom!) like attentive psychiatrists.
13. #6
Betting Everything On The Brand
(don’t forget about the product…)
Starting your own MVNO (aka cellular re-seller) is already an extremely risky proposition but
that didn’t stop Amp’d Mobile and their convincing CEO from raising a cool $360 million dollars
to launch one with a core value proposition based entirely on content. If that idea wasn’t thin
enough (similar plays from Disney, ESPN, and Helio have all failed in the states), their phones,
service, and content were being marketed and sold to free-spending (but cash-strapped and
internet savvy 18-24 year olds). Unfortunately even a powerful, sexy brand can’t overcome a
bad business model and flawed execution. Bottom line: if the smarts coming out of the
company’s executive offices aren’t as sharp as the target consumers on the street, you’ll have a
very short shelf life and probably wind up in court.
14. #6
Execution From Production To Promotion
It’s hard enough to develop and launch one product or service, but imagine having 300 consumer
brands to manage. Procter & Gamble has 23 billion-dollar global brands with sales totaling $75 billion
worldwide. Throughout the years, they’ve been known as a bit of a breeding ground for aspiring brand
police, but the real secret to their success? Brilliant execution.
When you have to acquire raw materials, manufacture, and then market multiple products, you must
be able to deliver the right brand to the right place at the right time. To make this happen, supreme
execution must happen internally as well as externally with all retailers, agencies, and strategic
partners. You can have the greatest product in the world, but if you can’t get it into the hands of
consumers when they want it and need to buy it…game over.
15. #7
Launching ‘Me Too’ Brands
In a rush to capitalize on clear market trends, many corporations fall under the spell of seeing a clear
gap (no pun intended) and wanting to fill it with a new product or service. But just because you spot
a hole and see an opportunity, doesn’t mean you should always enthusiastically jump at the chance
to fill it . Talk (and listen) to consumers. Something may be working in another industry, but it doesn’t
mean that it will generate significant sales in yours. Launching the wrong new product or spinning out
a new division can quickly chew up cash and devalue your brand in the process.
16. #7 If You Can’t Beat Them, Buy ‘Em
For many corporations, developing new brands and products internally is just not a cost-effective solution. If the goal is
to penetrate an emerging (and growing) market in the quickest and most efficient manner, you’ll see them hunt down
strategic acquisition targets rather than try to build a new sticky brand and quality product internally.
Recently, there’s been a spike in the number of acquisitions in the growing ethical consumer packaged goods space.
By acquiring smaller but more socially-constructive brands, some of the world’s biggest consumer brands are reaping
both financial and social rewards. Whether it’s Colgate-Palmolive acquiring Tom’s of Maine or Kellogg’s snatching up
Kashi Foods and Gardenburger, these partnerships are designed to boost both profit but also to rub off that glaring
missing ingredient in the bigger parent organization – responsibility.
17. #8
Slow To Respond To Market Shifts
Let’s see, what do you get when you add up a lack of foresight, a lack of innovation, and a profound lack of timing?
Blockbuster was one of the most powerful brands in home video (and the U.S. for that matter), but now like an omitted
scene from a movie on their shelves, they too could wind up on the cutting room floor (and you can’t blame the
economy for this one).
The very first national video chain who was known for charging late fees is now on the verge of going out of business
for their own delayed response. We know how this movie ends…
18. #8
Unleash A Disruptive Solution
It doesn’t matter how big and scary your company is, there’s always an aggressive innovator lurking in the shadows just
waiting for the perfect moment to take you out.
Netflix was able to slay the home video giant by not doing anything too complex, but by simply offering up a more
customer-centric solution and experience. They disrupted the market by introducing only two changes to Blockbuster’s
model; they first eliminated those annoying late fees and then flipped the script on how movies were distributed –
through the mail and delivered right to your doorstep. Do you have a market disruption strategy for your brand?
19. #9
Teaming Up With A Bloated AOR
A surefire way to cripple innovation and keep a brand or business from reaching its upmost potential is to build an
organization or partner with one that has more ‘busy doers’ than ‘big thinkers.’ The former are typically concerned with
how they can keep stress levels low, not rock the boat, and do just enough to keep their job or their chunky retainer.
While most organizations strive for greatness, they wind up settling for mediocrity just because once bloat has infected
a corporate culture it’s impossible to reverse it.
Is your organization and outside agency properly staffed and positioned to break out of its comfort zone to develop
‘never been done before’ ideas? If not, it may be time to grill a few of those sacred cows at the next company BBQ.
20. #9
Call In A Team Of Rule Breakers
Want to produce game-changing strategy? Want to take a hard left while your competition is heading right? Then look
outside the big time agency ‘account farmers’ for inspiration and tap some external strategic muscle to spin out a new
brand, develop a new product or service, or to just challenge ‘business as usual’.
Outsiders can think outside of the corporate box because they don’t have to live everyday within those walls. In turn,
they can bring a refreshing perspective to an initiative. You need a team that isn’t concerned with protecting existing
fiefdoms, and who will never ever sit in a meeting and utter ‘the’ innovation kryptonite, ‚but that’s the way we’ve always
done it‛. Lastly, if you go this route, make sure you assign an internal all-star to help champion this new breed of thinking
to their peers.
21. #10
Behave Like A Start Up
For established revenue-generating brands (50+ employees) it sometimes desirable to operate more
like a tech start up and quickly be able to change your product/service offerings, methods of
production and distribution, and if necessary, move your staff around like they’re playing musical
chairs.
The shift to doing more with less is not just an economic trend, it’s smart business. But you need to
be very selective about the entrepreneurial principles you choose to embrace, because choosing the
wrong ones will likely cause a brand to spin wildly out of control. For instance, when you’re having
your staff wear multiple hats, or worse, force them to play way out of position it creates a very
‘reactive’ work environment where people are fumbling for answers instead of creating breakthrough
ideas. And you guessed it, when this is the case, you have very little proactive thinking going on to
develop the revolutionary strategies your organization (or party…) so desperately needs.
22. #10
Behave Like A Start Up
Innovation is indeed the backbone of our economy. Without it, we simply won’t have the game-saving
economic growth needed to end our global financial crisis. Is it today’s corporations our government
and media are expecting to dig us out of this mess? Nope. It’s the start ups of tomorrow. Yep, those
fearless companies that are breathing down your neck and constantly thinking of new and improved
ways to run your business (or industry). Study up on what makes on what makes them so successful.
Learn their secret sauce. Take pride in your fears. You can innovate just like them. You just may not
know it yet…
23. Tomorrow Will Belong To The Unafraid
To survive and thrive in today’s economy, it takes a lot more than just clinging to yesterday’s
strategies and hoping for the best. Sure, budgets are tighter and consumer’s have become more
difficult to reach, but don’t wave that white flag yet.
Now’s the time to move faster, smarter, and more aggressively.
The future will belong to those that don’t just settle for trying to re-create their past. After all,
innovation only comes to those that relentlessly pursue it…
24. Recent brands we’ve helped break through… North is a California-based ‘rethink tank’ that
helps select companies reinvent and re-position
North played a key strategic role in the
themselves to break through in today’s idea-
development of play.it, CBS Radio’s new driven economy.
media player application. play.it brings all
stations and assets in the CBS Radio
network together, providing a wide choice If you have an exciting and challenging initiative
of formats for both users and advertisers.
and want to get it pointed in the right direction
send a short email introduction to
sharpen@dontgosouth.com and we’ll set up a
In just 90 days, the North team built out a
comprehensive brand communications strategy, time to talk shop.
developed the global call to action, and created
and wrote all consumer-facing messaging for the
historic 7-continent concert series that inspired a
global movement to combat the climate crisis.
Remember, if you’re not growing - you’re dying.
North was asked by Peet’s Coffee & Tea to
parachute in and brainstorm ways to
accelerate trial and loyalty across their new
and current geographies and retail channels
by positioning Peet’s as ‘the’ specialty coffee
thought leader.
SanDisk, the world’s largest supplier of flash memory
cards, tapped North to develop the new consumer- Northern California Southern California
facing brand strategy and three-year business 1729 Telegraph Ave. 4302 Melrose Ave. ‚C‛
strategy to transform their MP3 brand from generic Oakland, CA 94612 Los Angeles, CA 90029
manufacturer to a formidable player in the digital
entertainment space, in turn, helping grow their
content distribution and consumption story. www.dontgosouth.com