The document discusses focusing on understanding why something is important rather than what specifically. It notes that humans are predictably irrational and that behavioral economics can help identify human motivations. It then provides an example of whether a Domino's pizza restaurant would hire the world champion Neapolitan pizza maker Johnny Di Francesco. It summarizes that Domino's focuses on speed of delivery while 400 Gradi focuses on showcasing artisanal Neapolitan pizza, so they have very different positioning that makes hiring between the two unlikely.

1. CONSUMER CENTRIC
THAT THING ABOUT BEING

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CONSUMER CENTRIC
▸ BE STRATEGIC - First who, then what?
▸ BE FOCUSSED ON THE WHY - Why is the power?
▸ HUMANS ARE NOT GOOD AT MAKING DECISIONS - They are predictably
irrational

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NOW THAT I KNOW WHO
How do I find my what?

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WHY IS THE POWER!

7. The Social
Opportunity
Neo Meets the Merovingian
Go in search of the power first, above all things, understand why?

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WHEN WE KNOW WHY, THE WHAT IS MUCH EASIER

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HUMANS ARE NOT GOOD AT MAKING DECISIONS
“Economists think people are rational. Behavioural Economists know that people are irrational but believe that
they are predictable.”
Behavioural economics is the lattice work that helps identify and make sense of human motivation.

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WHEN WE KNOW WHY, THE WHAT IS MUCH EASIER

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THE POSITIONING QUESTION
You run a Dominoes pizza restaurant.
The Campionato Mondiale Della Pizza, aka Pizza World Champion Johnny Di Francesco of 400 Gradi came
for an interview.
Would you hire him?
Why?

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POSITIONING SUMMARIZED
Their positioning is clear
It is very clear that Dominoes is about serving food fast. Everything the company does has the speed of
getting food to people at the centre.
For example:
• 3 rings on a telephone
• Distribution of stores
• Staff that are accurate rather than slow and artisan – unlikely to work at restaurant on a wine estate.
Conversely, nobody who works at Dominoes is likely to be hired at 400 Gradi too. Their positioning is about
Neapolitan style Pizza being a beautiful thing.
For example:
• 400 Gradi positions itself as a showcase of food where wood fire pizza and seafood are always the star
• They offer Master Classes to learn the art of making Neapolitan pizza
• They have a sommelier that curates the wine list

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DOMINOES STORES LOOK LIKE THIS

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400 GRADI LOOKS LIKE THIS

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DOMINOES - SOCIALLY SPEAKING

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400 GRADI - SOCIALLY SPEAKING

20. THANK YOU DURBAN
#HACKTOURISM