Innovation used to be a big event in the life of an organization that spent most
of its time operating and harvesting. Accelerating obsolescence of products
pushes us to a new model where innovation becomes Business As Usual.
Suddenly change is the status quo, and creative ability to invent new sources of
value becomes table stakes for staying in the marketplace.
Today’s consumer is raising their voice on social platforms and testing the limits of individual influence. They are empowered and enabled, and on a mission to matter. They’re no longer just complaining – they’re flexing social muscle to force brands to change. Whether an individual is campaigning for a cause, or on a quest for influence, or joining a rage-in on social media they can cause irreparable damage to a brand.
We are in a brutal cultural moment when the good, bad and ugly are indistinguishable to a call-out culture that can seem to care very little for the ‘why’ behind the ‘what’. Whether a brand has made an honest mistake or taken an ill-judged decision, social media enables and amplifies cycles of cruelty. To survive in the call-out culture world, brands need to think differently about how they react when they’re put under the spotlight, and how to make their brands less likely to be called out in the first place.
Nudgestock 2020 – Necessity is the Mother of ReinventionOgilvy Consulting
Every year, Ogilvy Consulting's Behavioural Science Practice hosts Nudgestock — the world’s largest festival of creativity and behavioural science. Ordinarily, this event is held on the British Seaside (a cunning strategy to help people focus on the day) with approximately 400 in attendance. However this year, as a result of Covid-19, we tried something different...and the results were astonishing.
What were the most interesting, informative, and provocative quotes from the 2015 Cannes Lions International Festival Creativity held in Cannes, France? Catch highlights from Monica Lewinsky, Kim Kardashian, Snapchat's Evan Spiegel, MRY's Matt Britton, Julia Louis-Dreyfus, Pharrell Williams, and other stars and senior executives.
Mindshare shares the highlights and takeaways from Cannes Lions 2017, working across five key trends: Authenticity, Equality, Adaptive Marketing, People vs. Machines, and China Day.
Innovation used to be a big event in the life of an organization that spent most
of its time operating and harvesting. Accelerating obsolescence of products
pushes us to a new model where innovation becomes Business As Usual.
Suddenly change is the status quo, and creative ability to invent new sources of
value becomes table stakes for staying in the marketplace.
Today’s consumer is raising their voice on social platforms and testing the limits of individual influence. They are empowered and enabled, and on a mission to matter. They’re no longer just complaining – they’re flexing social muscle to force brands to change. Whether an individual is campaigning for a cause, or on a quest for influence, or joining a rage-in on social media they can cause irreparable damage to a brand.
We are in a brutal cultural moment when the good, bad and ugly are indistinguishable to a call-out culture that can seem to care very little for the ‘why’ behind the ‘what’. Whether a brand has made an honest mistake or taken an ill-judged decision, social media enables and amplifies cycles of cruelty. To survive in the call-out culture world, brands need to think differently about how they react when they’re put under the spotlight, and how to make their brands less likely to be called out in the first place.
Nudgestock 2020 – Necessity is the Mother of ReinventionOgilvy Consulting
Every year, Ogilvy Consulting's Behavioural Science Practice hosts Nudgestock — the world’s largest festival of creativity and behavioural science. Ordinarily, this event is held on the British Seaside (a cunning strategy to help people focus on the day) with approximately 400 in attendance. However this year, as a result of Covid-19, we tried something different...and the results were astonishing.
What were the most interesting, informative, and provocative quotes from the 2015 Cannes Lions International Festival Creativity held in Cannes, France? Catch highlights from Monica Lewinsky, Kim Kardashian, Snapchat's Evan Spiegel, MRY's Matt Britton, Julia Louis-Dreyfus, Pharrell Williams, and other stars and senior executives.
Mindshare shares the highlights and takeaways from Cannes Lions 2017, working across five key trends: Authenticity, Equality, Adaptive Marketing, People vs. Machines, and China Day.
What's Next: Impact of Technology on Consumer BehaviorOgilvy Consulting
What are companies doing in the financial services industry to succeed at targeting a younger generation?
How did we get to a state in which we trust technology more than a face-to-face conversation?
Josh Peter, Senior Experience Designer at Ogilvy, leads this session on the business impact of technology on consumer behavior.
From insights on Generation Z, to the new developments around VR and robotics, check out Mindshare NA's insights and takeaways from SXSW Interactive 2016.
10 wisdom pills from The Next Web ConferencesAgustín Soriano
We have condensed what we found more inspiring at The Next Web conferences 2014. 10 pills of wisdom about technology, culture, Internet and consumers. Brought to you by Agustín Soriano and Simon van Oldeenbek, from the Planning department of JWT Amsterdam.
What's Next: Unlocking a powerful corporate culture in turbulent times and be...Ogilvy Consulting
Fast growth, diversification, turbulent times and beyond… when an organisation is at a turning point, its corporate culture is often harmed. This webinar helps leaders and companies to accompany their transformation and make their corporate culture a change accelerator, instead of an obstacle.
Starting with anthropological principles and ending with a bespoke method, the session considers inspiring cases of powerful corporate cultures that bring to life business strategy in the Covid context and beyond - to continue exciting and retaining talent!
BBDO Connect - The Importance of Storytelling When Building Your BrandBBDO Belgium
Most brands offer products or services comparable to what most competitors offer. Now every brand has landed a Facebook page, merely having one is no longer enough to differentiate. Having a great page still is. Great pages are mostly the work of great brands. Typical for great brands? Great content, great stories! With a focus on content and storytelling, every brand - big or small, love brand or a brand - can learn how to really differentiate. Come and discover how.
6 Key trends that every brand and every marketer should follow from this year Cannes Lions International Festival of Creativity. The trends where chosen based on the award winning campaigns and some talks and seminars.
I recently gave his presentation. It dispels some of today's popular, but baseless marketing myths and provides a path forward to brand growth. We should all thank Professor Byron Sharp and his colleagues from the Ehrenberg Institute in Australia for keeping it real.
Consumer trends in communications 2017 : Canvas8Canvas8
The key consumer trends and insights influencing communication in 2017 – based on consumer research and analysis from behavioural insights practice Canvas8.
Future of advertising - Some thoughts from the present to predict the future ...Agustín Soriano
I was asked to make this presentation for a conference and, despite the topic being really tricky, I've tried to place some bets about the future for agencies and brands. Don't take this really seriously because the future can't be guessed and there is only one prediction that is 100% sure...
Matt Bell, Head of Digital Strategy at MEC UK, gathers inspiration from outside the big 'hero' wins of Cannes Lions and asks marketers and agencies some key questions that are raised by the trends….
Connecting the Dots with @LinkedIn #CannesLions / #OgilvyCannesOgilvy
#CannesLions 2013 panel with Jeff Weiner of LinkedIn, Bob Lord of Razorfish, and Elyssa Grey of Citi on the evolving relationship between content and engagement.
SXSW 2016 Recap: Highlights of Brands and TechnologiesDavid Berkowitz
Which marketers stood out the most at South by Southwest Interactive? Which technologies look most impactful? Which speakers stood out? Find out in this annual tradition from MRY's David Berkowitz. Featured brands include Visa, Budweiser, Capital One, Miracle-Gro, McDonald's, Samsung, and more.
Domenico Rossetti di Valdalbero, Principal Administrator, European Commission. Presented at Crowdsourcing Week Europe 2015. For more information or to join the next event: http://crowdsourcingweek.com/
What's Next: Impact of Technology on Consumer BehaviorOgilvy Consulting
What are companies doing in the financial services industry to succeed at targeting a younger generation?
How did we get to a state in which we trust technology more than a face-to-face conversation?
Josh Peter, Senior Experience Designer at Ogilvy, leads this session on the business impact of technology on consumer behavior.
From insights on Generation Z, to the new developments around VR and robotics, check out Mindshare NA's insights and takeaways from SXSW Interactive 2016.
10 wisdom pills from The Next Web ConferencesAgustín Soriano
We have condensed what we found more inspiring at The Next Web conferences 2014. 10 pills of wisdom about technology, culture, Internet and consumers. Brought to you by Agustín Soriano and Simon van Oldeenbek, from the Planning department of JWT Amsterdam.
What's Next: Unlocking a powerful corporate culture in turbulent times and be...Ogilvy Consulting
Fast growth, diversification, turbulent times and beyond… when an organisation is at a turning point, its corporate culture is often harmed. This webinar helps leaders and companies to accompany their transformation and make their corporate culture a change accelerator, instead of an obstacle.
Starting with anthropological principles and ending with a bespoke method, the session considers inspiring cases of powerful corporate cultures that bring to life business strategy in the Covid context and beyond - to continue exciting and retaining talent!
BBDO Connect - The Importance of Storytelling When Building Your BrandBBDO Belgium
Most brands offer products or services comparable to what most competitors offer. Now every brand has landed a Facebook page, merely having one is no longer enough to differentiate. Having a great page still is. Great pages are mostly the work of great brands. Typical for great brands? Great content, great stories! With a focus on content and storytelling, every brand - big or small, love brand or a brand - can learn how to really differentiate. Come and discover how.
6 Key trends that every brand and every marketer should follow from this year Cannes Lions International Festival of Creativity. The trends where chosen based on the award winning campaigns and some talks and seminars.
I recently gave his presentation. It dispels some of today's popular, but baseless marketing myths and provides a path forward to brand growth. We should all thank Professor Byron Sharp and his colleagues from the Ehrenberg Institute in Australia for keeping it real.
Consumer trends in communications 2017 : Canvas8Canvas8
The key consumer trends and insights influencing communication in 2017 – based on consumer research and analysis from behavioural insights practice Canvas8.
Future of advertising - Some thoughts from the present to predict the future ...Agustín Soriano
I was asked to make this presentation for a conference and, despite the topic being really tricky, I've tried to place some bets about the future for agencies and brands. Don't take this really seriously because the future can't be guessed and there is only one prediction that is 100% sure...
Matt Bell, Head of Digital Strategy at MEC UK, gathers inspiration from outside the big 'hero' wins of Cannes Lions and asks marketers and agencies some key questions that are raised by the trends….
Connecting the Dots with @LinkedIn #CannesLions / #OgilvyCannesOgilvy
#CannesLions 2013 panel with Jeff Weiner of LinkedIn, Bob Lord of Razorfish, and Elyssa Grey of Citi on the evolving relationship between content and engagement.
SXSW 2016 Recap: Highlights of Brands and TechnologiesDavid Berkowitz
Which marketers stood out the most at South by Southwest Interactive? Which technologies look most impactful? Which speakers stood out? Find out in this annual tradition from MRY's David Berkowitz. Featured brands include Visa, Budweiser, Capital One, Miracle-Gro, McDonald's, Samsung, and more.
Domenico Rossetti di Valdalbero, Principal Administrator, European Commission. Presented at Crowdsourcing Week Europe 2015. For more information or to join the next event: http://crowdsourcingweek.com/
Geo-Search: Serving Location Based Search Results for Onsite Search. How Lokku's geo-coding and geo-build skills provide forward geocoding for address data to enable onsite location based search results that allow users to search for a place using their natural language for places, such as streets and colloquial names. How Lokku's geocoder can help provide more accurate location based search results for onsite search
Alternative Methods for Qualifying EEE Parts for CubeSatsCraig Hillman
CubeSats / Small Missions are an exciting revolution in Space Exploration. However, for them to be viable, a new way of selecting, qualifying, and testing their electronics must be identified. In this enlightening presentation, Dr. Craig Hillman provides insight into some of the limitations of the existing approach, surprises about the quality and reliability of commercial off the shelf electronics, and some critical thoughts on return on investment and the justification for virtual simulations
The CustomerLoop Customer Advisory Board modelChristine Nolan
Customer Advisory Board success is dependent on driving value for both the company and customers. This presentation shares strategies, a process and tips for success.
The Big, Fat Lies About Advertising reveals what is really going on with media habits today and provides new context on the importance of digital marketing.
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014Shannon Lewis
As ever, the Cannes Lions International Festival of Creativity was a marathon of ideas and insights. Now into its 61st year, this action packed festival, set along the French Riviera, attracted over 12,000 people from 94 countries. There was no shortage of data or points-of-view.
Liberty & Co. took a few steps back to distill for you what we found to be the key, and consistent, themes.
Der rasante technologische und wirtschaftliche Wandel der letzten Jahre konfrontiert Brands heute mit einer neuen Generation von Konsumenten: Die Reset Generation ist anspruchsvoll, fordernd und gleichzeitig mächtig. In einer weltweit durchgeführten Studie hat sich die Mediaagentur Initiative auf die Suche danach gemacht, wie Marken dieser Generation begegnen sollten.
People are the Media (DDB Edmonton Edition)Eric Weaver
EDMONTON, AB, CANADA - April 28, 2010 - This is a revised edition of the keynote I gave at the Microsoft Social Media 201 Conference, with updates for DDB Edmonton clients.
AUDIENCE: Marketers, advertisers, brand managers
OPPORTUNITY: To rethink traditional approaches to marketing to leverage both traditional AND social means, to create engagement, influence and activation, rather than mere "awareness" or conversation.
Five awarded essays on branding by MEC's rising stars:
- I Believe in the Future Brands Must be Superhuman..
- I Believe that in the Future Brands will have to Earn the Right to Communicate
- I Believe the Future Belongs to Brand-Driven Businesses
- I Believe that the Future of Brands Lies in making Loving Fun
- Statics & Flows: The Creation of Brand Fame in theDigital Age
Brand Orbits - A New Language for Marketing in a Non-Linear WorldMark Bonchek
What does it take to create loyalty in an age of channel proliferation and fleeting differentiation? The secret is building Brand ORBITS - Ongoing Relationships Beyond Individual Transactions.
Womenomic Luxury, Cognitive Technology, New Wave Boomer Beauty—just a few items from our Future 100 list of what’s next in the year ahead.
It’s a wide-ranging compilation that reflects developments surfacing across sectors including technology, retail, food and beverage, travel, sustainability and luxury. The list also includes new types of goods or businesses, new behaviors and ideas with the potential to ladder up to bigger trends.
Design System as a Product - Maria Elena Duenias, Esther Butcher
Design systems are a great example where web development and design meet. You can find innumerable resources on the internet, books and conferences on how to build them, and how they are exactly what your organization needs. But, building one requires a lot more than following a recipe. In this talk we are going to discuss how to build a design system as an internal product, and how it evolves to become what the users need.
Designers, Developers and Dogs: Finding the magic balance between product and tech - Charlotte Vorbeck, ShareNow and Sahil Bajaj
How can an agile delivery team become a successful product team? When does collaboration between product and tech succeed and when not? Why do people in some teams inspire each other while others in the same environment don't speak the same language? In this talk we want to share our learnings and experiences from rebuilding an internal tool for customer support at ShareNow. What could have been just another boring rewrite surprisingly became one of our best experiences in collaboration. We will look at how a joint discovery phase helped us to come up with a shared vision, how a better team setup enabled us to do the necessary work, how focusing on the customer kept us aligned during our journey, and also how we built upon existing collaborative techniques to achieve this new level of cooperation and trust.
During this presentation, Ward Coessens, ThoughtWorks' Consultant will share best practice insights from the Daimler partnership, helping the automotive group on their cloud innovation journey.
How to create more business impact with flexible teams - Jan Hegewald, Zalando & Rebekka Beels, Zalando
Usually, Software Engineering teams are organized around a fixed set of components which they develop further and maintain. Such component teams gain a high level of expert knowledge about their services. However, with agile product development, it often is difficult to implement the most important initiatives with such teams. This leads to a situation where the teams do not work on the most relevant business topics but on those for the respective team. At Zalando, we introduced a new model where we shape teams flexibly around business goals to create the highest impact. How we organize these teams and which challenges especially for the software quality need to be addressed, will be explored in this talk.
Amazon’s Culture of Innovation & The Working Backwards session
Working Backwards; leading organisations achieve growth by marrying customer-obsession with a modern technology strategy. Where do you begin? By focusing on the customer.
During this webinar, Amazon will discuss key innovation principles which have been instrumental in their continued success and their Working Backwards approach.
Dual-Track Agile for Discovery & Development - Adriana Katrandzhieva
The talk will focus on one of the ways teams can ensure continuous delivery and design in their projects. The so-called ‘Dual-track’ model shows the parallel tracks of discovery and development throughout the product design and delivery process. These continually feedback into each other informing new hypothesis that can be tested in order to be proven/disproven. This model is not always easy to implement out of the box and so I will share my own experiences in applying it in practice - what worked, what didn't and how the model can be adjusted to fit different teams and organisational environments.
Designing the Developer Experience - Tanja Bach, Jacob Bo Tiedemann
Working with software that some other people have built, is not only daily business for private and business users but also for developers. Just like any other product, a product for developers needs to solve their problems and focus on the right jobs-to-be-done in order to be successfully adopted by the developer community. In this talk, we will explain why the developer experience matters not only to developers but also to the business. We will share our learnings and real-world examples of how we created a developer experience for a cloud infrastructure product and an IoT platform that the developers love.
When we design together - Sabrina Mach, Ammara Gafoor and James Emmott
From three distinct perspectives, this talk will contend that design is an activity undertaken by everyone in a software development team. It occurs throughout the process of delivery — not only at the beginning or the end — and it is a powerful instrument for learning about and adapting to the problems our work seeks to solve, which is a shared responsibility. Making the best use of our multidisciplinary expertise in the activity of design requires forms of collaboration that are too often disrupted by the role-based silos that keep us separated and weaken the valuable contribution our diverse approaches could make to our collective efforts. If you care about accelerating time to market, improving customer experience, or building happy and productive teams, you will want to know why and how it matters that we believe ‘design is in everything that we do’.
Hardware is hard(er): designing for distributed user experiences in IoT - Claire Rowland, www.clairerowland.com
Designing connected devices and hardware-enabled services is significantly more complex than pure software. There are more devices on which code can run, connectivity and data sharing patterns to consider, and often multiple and varied touchpoints for users to interact with. Pulling this all together into a coherent experience involves strong collaboration between design and engineering, and a systems thinking approach to UX. In this talk, we’ll introduce what designers need to know about the tech, what engineers need to know about UX for IoT, and how to facilitate the whole-collaboration needed to create great products.
www.clairerowland.com
Customer-centric innovation enabled by cloudThoughtworks
Working Backwards - Leading organisations achieve growth by marrying customer-obsession with a modern technology strategy. In this upcoming webinar, we’ve partnered with AWS to bring you exclusive insights from one of the world’s most innovative companies, Amazon.
Working Backwards - Leading organisations achieve growth by marrying customer-obsession with a modern technology strategy. In this upcoming webinar, we’ve partnered with AWS to bring you exclusive insights from one of the world’s most innovative companies, Amazon.
Find out how to validate hypotheses quickly using feedback that comes from a (large enough) number of actual users interacting with your product. In this talk, we will show you the technical foundations, research techniques and organisational setup that we have used successfully on large-scale products. These will save you development time, enable you to go live with confidence, make decisions based on real behaviour instead of best guesses, and solve the actual problems your users are facing.
As a tech leader at ThoughtWorks, a large part of my job involves recommending practices to our clients so they can build and deliver good quality software faster. In doing so repeatedly for many clients I have created a toolkit that contains practical advice from being on the ground. This is what we do, we know it works. When Julius Caesar entered Rome with his army by crossing the river Rubicon, he did something that couldn’t be undone ever again. In your journey as a leader, avoid mistakes that are difficult to correct later. Here are a set of practices that you want to adopt as soon as possible.
Handling error conditions is a core part of the software we write. However, we often treat it as a second class citizen, obscuring our intent through abuse of null values and exceptions that make our code hard to understand and maintain. In the functional programming community, it is common to use datatypes such as Option, Either or Validated to make our intentions explicit when dealing with errors. We can leverage the compiler to verify that we are handling them instead of hoping for the best at runtime. This results in code that is clearer, without hidden path flows. We’ll show how we have been doing this in Kotlin, with the help of the Arrow library.
Mutation testing in software development surfaced in academia during the 70's and has recently seen a resurgence in popularity as a legitimate tool in your testing arsenal. In this session we review the conventional testing pyramid, modern approaches to testing software and look at how mutation testing can help fill in those blind spots.
The continued adoption of containers for deployments has introduced a new path for security issues. In this talk, we will cover the most common areas of vulnerabilities, the challenges in securing your containers, some good practices to help overcome these issues and how to run container security scanning as part of your deployment pipeline.
Mainframes handle 30 billion business transactions each day and 87% of all credit card transactions*, they are not traditionally associated with flexible, fail-fast development approaches. Can we bring the practices of agile, CI/CD and fully automated deployments to applications running on a mainframe? During our talk, we'll tell you a story about test automation; redefining the smallest testable unit of a program. And we'll discuss our learnings from introducing continuous integration and agile practices to the world of insurance and mainframes.
*9 Mainframe statistics that may surprise you
ThoughtWorks' Lucy Kurian, James Lewis & Kief Morris discuss tech trends in our latest Technology Radar, covering techniques, platforms, tools, languages and frameworks.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
10. “Heav’n has no Rage, like
Love to Hatred turn’d,
Nor Hell a Fury, like a
Woman scorn’d”
William Congreve | The Mourning Bride, Act III
11. Travelers frustrated with their primary hotel
programs are projected to move more than
in spending
this year to competing programs.
Is Hilton HHonors attempting
to be sneaky here?
Flyertalk.com
$10 BILLION
NY Times reporting on a CG42 Loyalty Study
33. In 2014, 36% of global consumers are willing to
share their current location with retailers via GPS
That’s almost double the number who were in 2013.
IBM, January 2014/ trendwatching.com
35. Nike| Mechanic | Department Store | Artist | Teacher | Advisor Doctor
INFINITE TOOLKIT
Health Club
Organic Grocer
Running Partner
Nutritionist
The Dog
lululemon
36. The time for transformation
is cut in half and still falling
Larry Downes / Paul Nunes
Serial Value
Innovators
40. 40
Phone – Reservations tonight
When? – after sunset
Weather – rain
Restaurant – lighting report
Closet – knows the dress
Time arrived home – in a rush
Right makeup choice
Mirror recognition / guidance
Dark table! / Sweat! UPDATE!
41. 41
Adults follow paths…
children explore
Neil Gaiman | The Ocean at the End of the Lane
42. 3 READS FOR CREATIVE MARKET DISRUPTION
42
Dan McClure
dmcclure@thoughtworks.com
Editor's Notes
The title of this get together has been paradigm shift. We’ve had great discussions and insights. I don’t know about you but I have pages of notes.
The only thing I would fault us for is making it sound like too much fun. Paradigm shifts are a bitch. The put people out of business. They make the way you think obsolete. A paradigm shift is a trauma on the body of the economic system.
There’s an interesting concept that has gotten a lot of press lately. It’s the distinction between Robust and Resilient. Robust things are sturdy and perform according to specification … until they crumble and fail. Robust business strategies are strong but brittle.
In contrast, Resilient adapts to change, and gains its strength through flexibility and responsiveness. The paradigm shift ahead is all about change, and so our holy grail should be a Resilient Loyalty strategy. A vision of customer engagement that can survive the tumultuous change ahead.
https://thoughtworks.app.box.com/Photo-Library/1/2060862288/17923000072/1
You’re not going to like it though. So I’d like to start by bashing a couple of the long term stalwarts that underlie a great many of our loyalty strategies. Lets take a look at the idea of Trusted Brand and Reward Programs and understand why it will be absolutely essential to kill these darlings.
Picture from ThoughtWorks library
https://dl.boxcloud.com/bc/4/3a646ff60643249fa404073a2902a78c/PpYBqpDjFSjMJ1YpsPUWQ8MGrP7E5q5Pu3-2wAKFhslH3HYvGzjDnp8J_uwiry6lLGBkRRYQ0twOQMn1Sok_nA_LRBn22ieBSAzwhq4OLc9YgwTFjI2ryWNTDy5e4Mi6u3QdNMNjZCMmMCeQQ_T58vV5cOSplBHgY2tEFKImUflLkSH0N_9TYyWLVLG7BTdr-TRl3uAi9AgQUiALoruDnB1cViZyiun2O8JaIq34rrVLTV-4YdWAKsJL2lXl2-vrbNwYTLshb-Mq_xULGoxCD-FvwQeLHuBQ95E6kh5hVGJCkpzKx1WKbDIrG3Pwm0KadSK2ws845CMtMbI_0mSCynJkvHqu_H9LIlfmgM-PJ4gjB7EKhs3XNgw_osPmceQ9n4CisK6pLR4E1XJ0rdxy3cfimTbI3yP0E12kNhBI1Z43BdQnehnyMOHUEUXjwfJDb1A-Rs-J7In0Z_dWDFr5OrVqqnuagGWLOXZVcqiHYdsnhX6ySJOk3IW5w80DWRtfnJoXqhJ0N6W5I0viJix4ZmesA1y9kShdAWVCKkiuAHT2sOtaWfMhFbqTFO4kWzMYD-ZjFYaWXP8zOem944Xw35G0f54zH5J3iXfCgLU_XoaCStULenuygi0FKQ05nQvdRntyEP1w4mxLzCvNkhFt42B5KWkHPhtynB-0Tr9KO78ub-gIDS73d3oBp1ujhAVa8fbVSWeEJeTmGBMnlLdqfcAEO2m3slJFa20ASSDdC85YLzOg5BIzNRZ7pXwTMKNz98c8B5fyraNQn_lIPy13kX_Kw_gv3KEQgjM7w_qCxp0yY1zXFgEL5siPs8HAUVvfMAU4SfCAcERvyYmtqiTjDIVXBzfoNuQl5bAOrqf2mvdnq2yoyedZb303SRItUIcz-UQjpcmqOD2neyWmYQXA_PbO-z2O8YDeF5KLiDZl9KuMraHuPvcCJQL2FLqD_EYI9-GJ9idW6Pv_OLx1fq-GOv9QUSx8mmplG7HNrqYBGMU3VnE8I06LXkaRoOO_fMJBdLy5YfbDW9QYp-n1of7G1tSRRMs-VI9PnlQ5H3XdbrD5e7nC6X3rSHUEOaYnjevSGXE3/, https://thoughtworks.app.box.com/Photo-
Trusted brands are an invention of the 20th Century mass market. It makes an implicit promise to the family sitting around the television. Buy this brand and you know that you will get predictable quality and results. well you get the point. Note that I’m not talking about personal identity brands here … the designer logo or your iphone … this is about the safety of choice. With a trusted brand you can build habits based on safe choices.
http://upload.wikimedia.org/wikipedia/commons/9/97/Family_watching_television_1958.jpg
What’s wrong with that? Let’s dig into what really going on here. As a tool lets leverage Maslow’s famous pyramid of needs. At the bottom are the most basic needs. Food and water. Then comes security and shelter. As we go up higher we get to more personal values of relationship, social status, and self actualization.
In a world of limited information the trusted brand addresses a basic human need for security. Trusted brands play on fear. Am I being to harsh if I say we love a trusted brand because it is the best way to avoid a bad surprise in a world where most important information is hidden or unavailable.
This is actually a pretty good gig. We get to keep our customer close because they are afraid to leave. We can be mediocre, or even unfair … just so long as we keep the feeling of security intact. What our brand feels like becomes as important as what our product is.
The enemy of this strategy is information. People don’t need to be afraid of their marketplace anymore.
A great fuss is made of the Millennial’s lack of brand loyalty. There is a strong temptation to see this as something about unique about the individuals, as if human nature was reinvented somewhere in the 1980’s. A much more reasonable explanation might be that they have tools that expose the marketplace in real time. Market transparency is an assumption for them and if it isn’t already for the rest of us, it will soon be. Our friends share on Facebook. Yelp crowd sources food reviews. Fandango mixes the crowd and authorities. And these ratings aren’t just for “things”, services are equally open to rating.
You don’t need a trusted brand to protect you. As a strategy it is dead, and while we may use brand for other purposes (for example status), the trusted brand of 1950 is gone.
In a very real sense Fandango makes us fearless.
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http://streetfightmag.com/wp-content/uploads/6ff22b47-99f2-4199-a098-cc47b4e213e0People-Love-Us-on-YELP-LOGO.jpg
http://cdn.phys.org/newman/gfx/news/hires/2013/facebook_like_thumb.jpg
https://dl.boxcloud.com/bc/4/009bff7ccd4a58bf26ae6fa943c538f6/nFjCW_ZBNlFSCoABF8ekQoX1lnhiO_T8ciKJnhNKJyU6K96oOehHYDp3NWhDfHJvZUL0caPxtl-fHyrXMZdfGkcW4ZPFKLJbYpUlVIGBQ6UzquNiDPqaJp4Ei5UWMFbiljhO2VgojJFho3EaeBqgtbTPHTYRFI-tEl-WHznUsLARKw5PgtpPtmREf_jUvDG2mcDZWVPN5tHWVmLOmdO9bF_NMNrsQwn3Y6W1qDqXSxRoSnYp1Q9BBLS9dF53VCkV-K2zaYiMwsWyP3vEIixhZJvEJ-QFIFdKkTRQ_bycFG6zgyDu5elSZJAOmpnv1Rdgmh3obu6NAk0ysfTx1yRb-f3WwHFjGkk-uCKGN16-RC3mgs9y9V3H8NTrLQXQyNcaZrIY1ql3rNpgeYbHjlnmoRwoRbzoAx6S9gT7KzpG_oXvItDn40VjDizGbPkiDXFHqScfYQFnMwxw63rkrMJTpAhzxRwuXfNNpOYQgrWqIE7GvmsErsEgBgrxOvc_p9iTwv5rypJi7HgpAkztj963bFxmuYEV5ZRzji73GC66Gg2Efljk1pIwYenfcBPGapiqVBcBjWvqZ12c_cTWngr0XRaXrhX4GNI3itsqD2Ng3bx4R4Kwfkt0GuEmRaDsc29ud3oWLubrtDxSRcJMOkky-lREHa0UYlleXKy9OWNXZCfj2XIIAZ8B4IqXwcrtsYDyjlY_8Jp18sXGDa4P0HUOOtGffwsSk63CZ7qobnzCVlCxYXBpx1QmhVGwqjcCnIcy76kszpn3_pZ5_VIwQh-nCKKHmhFaP2gckA-O_PW4pUYPp6YsvMRU104SZZdahuMODUJBrYtsTBuajZarjQbIOV3YwEU9C-JtQcsu7_Xqdknhl0xsW0zdQsgcBWYAfZ7zOb-PonxCebVw-xP8kMgWSuvX7QxOjp3Ntb_ybLuXidO1YV3X7b0eJ1peNSLb27MWnh9JjGBSihdqtOn3RyofuCmhjKFd_5M_c-QQeEuLs6S10Ku1kZJeosM3N_KqwCvzU8TPlMIm7J4Rk5y4nhabKDKooawWVFjnnPjMeW-1LOKD0aFGVzIok0KaRoNs8yn4OA../, https://thoughtworks.app.box.com/Photo-Library/11/1822858901/17381859895/1
OK … so the whole Trusted Brand things feels a bit dated anyway. What about the very current infatuation with Rewards Programs? Now here is a growth industry. Airlines, grocery stores, coffee shops, even my dog’s kennel has a reward program. There is a deep underlying model for rewards an other programs
http://upload.wikimedia.org/wikipedia/commons/8/89/Hawaiian_Airlines_Boeing_767_(N597HA)_taking_off.jpg
We are addicted to bribery. Most reward programs exist in a world outside the actual products and services being offered. We fly the airline, stay at the hotel, shop at the grocery often in spite of the inconvenience or flaws in service because we’re racking up our points and privileges. Bribes work, and so we use them in all sorts of forms. Those coupons that we are getting really good at targeting. Those basically bribes. Special offers to sign up, or renew, or take a test drive. Bribes.
We’ve managed to move down the pyramid with this one. Now we’re dealing in the space of greed and avarice. Boy this is sounding more and more like true love. (Here’s a quick test to determine if your “incentive” is love or a bribe. Imagine you’re standing next to your soul mate and you want to pop the question. Would that conversation go better if you offered a $200 money back coupon is they said yes? Or would they slap you in the face. In a real relationship, a bribe gets you slapped in the face.
So most you have probably heard this line a thousand times. There is no fury like woman scorned. I always thought this was a bit from Shakespeare. Nope. According to trusty wikipedia its from William Congreve. Who knew? In ways it doesn’t matter. He was wrong.
http://en.wikipedia.org/wiki/William_Congreve#mediaviewer/File:William_Congreve_by_Sir_Godfrey_Kneller,_Bt.jpg
http://en.wiktionary.org/wiki/hell_hath_no_fury_like_a_woman_scorned
True scorn is a frequent traveler who’s reward points are devalued. A CG42 study projected billions in defections in a single year and social media can be filled with snarky comments.
http://thepointsguy.com/2013/02/hilton-hhonors-changes-5th-award-night-free-for-elites-new-tierds-and-seasonal-pricing/
http://www.flyertalk.com/the-gate/blog/14700-more-points-needed-to-redeem-for-hilton-hhonors-reward-nights.html
http://www.insideflyer.com/articles/article.php?key=6029
http://www.nytimes.com/2012/07/17/business/unhappy-travelers-can-swap-out-of-hotel-loyalty-programs.html?_r=0
How is it that we can afford this kind of payment? Reward programs, coupons, and any bribe really costs money. Why would we choose to invest our revenues there?
Who can tell which room is a Hilton and which is a Marriott.
Reward programs work well in saturated markets that have largely become commodified. Airlines, Hotels, and Retailers have all seen their product offerings converge, and therefore look for non-product areas to compete.
http://doubletree3.hilton.com/resources/media/dt/NYCBPDT/en_US/img/hotel/roomtypeimages/main/NYCBPDT_DoubleTree_by_Hilton_Hotel_New_York_City_Financial_District_room_type_ND2C_1_386x310_FitToBoxSmallDimension_Center.jpg
http://cache.marriott.com/propertyimages/m/mexsf/phototour/mexsf_phototour03.jpg?Log=1
But when the world changes, these extraneous costs become vulnerable. We’ve seen it before. Back in the 1960’s grocery stores and other retailers passed out S&H green stamps to families who dutifully pasted them into books and traded them in for something unrelated to the original purchase. Sound familiar? They were fabulously successful, until retail models shifted with new store formats and a sudden downward pressure on prices. S&H still exists, but as a ghost of its former reward program glory.
http://www.bonanza.com/listings/S-H-Green-Stamps-Original-1968-Vintage-Print-Ad-Color-Photo-Sperry-and-Hutchinso/194145247?gpid=18283950120&gpkwd=&goog_pla=1&gclid=CIv414Ch1MACFQto7AodgXgAcA
That kind of change is on our doorstep, so Reward Programs … and the other well practiced forms of bribery are soon to be under attack.
Since the beginning of the mass market, this has been the curve that represents our investment model. We invest early on in an invention, generating a dip in revenue, but make it up over a long and happylife where we fine tune product for ever larger markets.
Big global trends are changing this curve. Technology innovations create the ability to imagine and deliver new ideas to market. Integrated global markets mean that ideas can originate anywere and make it to market in our backyard. And what that means is that the lifespan of a new idea is getting shorter everyday. Obsolescence is reducing the time we have to harvest the value of our investments. Paying bribes to someone to stay your customer only works if you have something that people still want to buy.
And it pushes us into a new model of business. Innovation used to be a once in a while kind of thing. A big event in the life of an organization that spent most of its time operating and harvesting. Accelerating obsolescence pushes us to a new model where Innovation become Business As Usual. Products don’t have a chance to become commodified and stable. They are made obsolete or simply unprofitable.
Suddenly change is the status quo, and creative ability to invent new sources of value becomes table stakes for staying in the marketplace.
It isn’t just the pace of innovation that is accelerating. The nature of a competitors offerings is changing radically too. For years we’ve been told by Harvard trained business strategist that success lay in finding our core competency. Price, Performance, or Service. We were to become hedghogs who focused on one end of the market or the other. If you are a premium brand be the very best at being the best. If we have chosen to compete in the commodified mass market. Then master the art of efficiency and operational discipline. Focus was the word and innovations were designed to move us up one notch on our chosen dimension of competition. This new marketplace will make roadkill of the hedgehogs. New innovations don’t just incrementally raise the bar in one direction. The new innovators are capable of driving improvement in every key performance metric. The new guy can be better, cheaper and more customized.
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TWO PART BUILD - (1) INITIAL IMAGE AND UBER NAME, (2) NICER, ETC. AS A GROUP
Consider Uber. Taxi cabs are a venerable institution with standardized pricing and service models. When Uber enters the fray, they don’t do it in the same way that Black Limo Services did. The Limo’s were a classic premium service play. Pay more, get a fancier car and better service, but loose on other dimensions of convenience and price. They competed by segmenting the market. Uber steals the market. They offer greater convenience, better cars, predictability and reliability, and with a flexible market based pricing model, they respond directly to price signals from the market. In short, they are better at everything.
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Think what this means for reward programs. When a competitor enters the field and beats you on every dimension, that overhead to bribe for loyalty just adds to your cost. The fear based trusted brand becomes a joke. When you are made obsolete the fear and avarice no longer motivate your customer. You’re market is blown up. This will happen with ever greater frequency, overturning established business models and relaitonships. That’s why Richard Florida, the Carnegie Mellon researcher that identified the phenomena of the Creative Class, calls this the greatest economic disruption of all times.
There is a path forward from here that engages customers in ways that provide a foundation for genuine loyalty, provides an ability to repeatedly innovate value, … and conveniently it takes advantage of huge world changing evolution in technology. Let’s take a look at that.
http://www.peachridgeglass.com/2013/01/grocery-stores-from-yesteryear/ image. He’s pouring fresh milk into her glass pitcher. Plus. I want that dog.
There is a powerful new ecosystem of innovation that is custom made for making customer experiences. It is one those ground breaking confluences of capability that change the way the world works. We saw a similar flood of innovation with the 2007 introduction of the Smart Phone and the beginning of the Mobile era. This ecosystem has the potential to dwarf that for impact. Here are the parts. We start with Big Data. Big Data is the path to Insight. We can understand who are customer is, what they are doing and where they are. To date we’ve used this knowledge of the gods for delivering a coupon … bettering our ability to bribe our customers. But that won’t limit the future innovators in this space. They will have access to a near infinite toolkit living in the Cloud and interoperable with one another that can deliver rich high value services. It won’t just be about facilitating the purchase, it will be about creating value directly. And all these highly personal engagement can happen anywhere. The emergence of the Internet of things, smart hardware that clings to our body, lives in our car, and connects our kitchen will mean that the moment of need can become the moment of satisfaction,
Where would Maslow place these generators of loyalty? They are hardly bribes or even appeals to fear. They help create better lives. They are genuine reasons for loyalty in a changing world. Yes I understand that there is an disturbing message here. We can’t sit on our haunches and harvest our market share. We have to constantly innovate and extend to remain relevant. On the other hand the tools we have at our disposal are truly revolutionary. Let’s look at one last example and get a bit fanciful about where we might go.
STANDARD SLIDE – NO SPECIAL BUILD
This is the difference between a Rewards program which engages through quid pro quo. Give me a treat, and I‘ll do a customer trick!
https://farm3.staticflickr.com/2528/3883465877_1f2084a3e3.jpg
STANDARD SLIDE – NO SPECIAL BUILD
And loyalty which is based on a different type of relaitonship. One of creating new and deeper value. That‘s what we‘re aiming for here. Replace Rewards with Loyalty. The good news is that we‘ve only just begun to scratch the surface of the possibilities in this new technical ecosystem.
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While this new ecosystem is still in its early stages of development, threre are organizations experimenting with ways to create a different kind of loyalty … based on intimate value and tailored to moment in our lives. Two traditional retailers have shifted their perspective of a customer relationship with these new technologies as the lever of action. Let’s compare them.
Lululemon is a premier athetic wear retailer. They make great stuff, and it would be perfectly reasonable to expect the quality of clothing to stand on its own. But one of the principle s of this new type of loyalty is that we don’t have to just sell stuff. We can claim a bigger role in people’s lives than merchant.
LuLu Lemon has done this by seeing their mission as helping us create a healthy life. This is more than marketing speak. They sponsor yoga classes in their stores and help create communities of practitioners in their neighborhoods. They touch life in an individual and personal way.
https://www.youtube.com/watch?v=gQ63nBPHzew#t=11
The shift in mindset and purpose is the root of this strategy, but there’s a role for technology here too. LuLuLemon provides a mobile app. Instead of focusing on coupons, it provides a way for you to locate and engage with yogi and other health focused professionals.
http://www.lululemon.com/omfinder?mnid=mn;community;om-finder
Nike took this a step further with the idea of a quantifiable self. They redefined their role in our lives from footwear to wear while running to a lifestyle made better by running. Here big data is met with wearable technology and ends up in tools that can understand the information in useful and uniquely persona ways. Now its fair to point out that Nike is stepping back from the actual manufacturer of the Fuel Band … but is this relavant? Their play is not just to sell another something to you, their goal is to have a role in your life that makes them meaningful on an ongoing basis. If Apple ends up making the watch, that’s fine. It’s the integration of data, creation of insight, and making that all actionable that matters. The shift of value and the driver of loyalty becomes one of depth and meaning.
wearable technology is slated to be a $30 billion industry by 2018.
interGreen Research Inc. calculates that ear-based wearables alone will account for $1.84 billion by 2016. S
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This is Nate Silver. He made a name for himself by having terribly accurate projections of results for national elections. His book The Signal and the Noise is a particularly readable study for the lay person on the pitfalls of using a wealth of data to predict things that matter. One of his counterintuitive claims is that the explosion of big data may actually make our predictions even worse by injecting noise and false hints of causality into already messy questions … such as how likely is it that Sam will actually go out running past the Cinnabon bakery tonight and will he succumb to buying some as “gifts” for his family.
http://upload.wikimedia.org/wikipedia/commons/6/6c/Nate_Silver_2009.png
This is where we need context. We need to not only understand the data trail of your past life, but true tailoring of value requires insight into what you are doing now and where. Context changes the potential of the data we have. And this only becomes more powerful when we start connecting the world of ubiquitous touch together. I’m from Detroit and I can tell you that the automotive manufacturers are looking to hook up as much of the world as possible through your car. Your house is well on the way to the same connected state. Put some wearable technology on your dog and your care can tell you before you leave work weather you should drive to the gym to work off the donut you bought with your debit card that morning or if you should head home to take the pooch out for a run.
So this is about the time in the discussion that people start getting that look on their face and ask … “Isn’t this kind of creepy … you know Big Brother creepy”. Data security, privacy, and permissions to engage in our lives are all areas that will need to push forward with this disruptive set of changes. It needs attention … but before we throw the baby out with the bathwater, lets think about how engagement in our lives changes.
The challenge is that we must dream bigger dreams and do it more often. That’s something few organizations are prepared to do … fortunately there are some really cool things happening that open the doors to a new kind of business and a new and better approach to loyalty.
Its tempting to see these as closed ecosystems where we can “own the customer”. That has been a popular play at Apple with the mobile ecosystem, and it seems like this strategy begs for it. But that’s not necessary or even productive. The value here comes from the richness of the engagement. A bigger toolkit … creates more opportunities to leverage insight and touch to deliver value.
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So this is the way that I see the future. Loyalty is going to stop being something that can be slapped on to the side of a product or business. Instead creating sustainable loyalty by repeatedly creating unique personal sources of value becomes the standard business that thrive in this space. It loyualty that is creatied by making individual lives better rather than deploying a mass market play to millions. It’s a model of business that embraces the harsh reality of change that lies ahead, and uses the new gifts of insight, unlimited tools, and ubiquitous touch that we’ve been given to rise to the challenge.
http://cdn1.yourstory.com/wp-content/uploads/2014/03/LarryDownesPaulNunes.jpg
This is an amazingly powerful ecosystem of innovation, that is still very much in its early days. Let’s look at another case of new technology in practice … and then stretch it to create a web of value that gives real meaning to the new case for loyalty.
http://www.marchpr.com/blog/2012/07/a-big-data-beauty-secret/
Sephora has partnered up with Pantone to create a new level of personalization in makeup. Combining their data and insights on color, Pantone and Sephora have created a map of human skin tones. This would be fascinating in its own right, but it gets interesting (as most big data initiatives do) when the data is combined with a means of delivering value to the customer.
http://www.marchpr.com/blog/2012/07/a-big-data-beauty-secret/
In this case it’s a scanner that can read your skin tone and match your skin color to one of the big data driven pallets. With that it becomes possible for Sephora to personally and precisely recommend the makeup that is literally right for you.
The challenge here is that this is still only available in-store. It combines insight and a cool tool kit … but it doesn’t leverage the potential of ubiquitous touch.
http://www.marchpr.com/blog/2012/07/a-big-data-beauty-secret/
So now lets stretch this idea. How could we really make this experience of beauty even more personal and relevant?
Fernanda gets a message on her phone with the propose plans for dinner tonight. Automatically the sea of data begins to form around her. The time. Its going to be later so its easy to find out that’s going to be after sunset. Weather information flows in for the location of the restaurant … Rain! And the building system in the restaurant chimes in with an announcement of its planned lighting levels at the time of the reservation. When she takes a dress out of the closet the closet knows which one, what kind of fabric it is and the color. That’s all good because Fernanda has arrived home in a rush.
Now a traditional loyalty program would take this moment of insight and need to send her a coupon for 20% off on waterproof makeup. A bribe that does nothing for her life that evening.
Our new ecosystem though, marries these insights with an application in the cloud the creates make up recommendations. Those are delivered through a point of ubiquitous touch, the mirror on her dressing room table. Its personal, relevant and timely.
Now she makes her way to the table and automatically her wearable technology determines that the table she is at is actually darker than promised. Plus she’s a bit nervous and is beginning to sweat. Her hand mirror advises on a makeup update the next time she leaves the table.
This kind of engagement isn’t going to change the world, but it is going to change the way Fernanda approaches makeup. It’s miles beyond a coupon or blind mass market loyalty. Plus its ready to stretch with new insights, tools, and points of engagement. It’s a platform for earning personal loyalty.
THREE PART BUILD (1) IMAGE AND CREDIT (2) ADULTS FOLLOW PATHS… (3) CHILDREN EXPLORE
Neil Gaiman’s latest book the Ocean at the End of the Lane has a provocative quote that for me, captures the soul of this new era of loyalty. It begins, with the observation that Adults Follow Paths. We’ve gotten quite good at that really. But it ends with this thought. Children Explore. We are in an age where we can continually explore new possibilities for value and loyalty. There is a chance to be children again with our imagination and our energy. I for one find that a rather attractive proposition.
http://www.geekpeeks.com/wp-content/uploads/2013/08/oceanlane.jpg
Thanks! If you’re interested in these ideas of change and serial innovation here are three books. Big Bang Disruption talks about the depth of the change ahead and the reasons behind it. Resilience examines the shift in the types of solutions that are created, ones with more flexibility and tailoring to varying individual circumstance. Lean Enterprise is written by several thought leaders from Thought Works and talks about how an organization can survive and maybe even thrive as a Serial Innovator.