The document discusses how businesses should focus on making users happy rather than advertising. It emphasizes that business success is defined more by how companies treat users through things like customer experience strategy. While most large organizations are not focused on users, the document provides examples of how some brands are solving user problems simply and creating passionate user communities through platforms. It concludes by outlining an action plan for businesses to get out of offices, focus on users, think less, get lean, and love testing in order to better serve users.

1. Don’t advertise.
Make people happy :-)
Or,
The annoying problem of
connected people.
1
@martinbailie

2. 2
Isobar: 34 markets, digital
strategy and creativity

3. What do your users need?
3

4. It’s unlikely to be advertising.
It’s more likely something your
brand can do...
but your organisation can’t.
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6. Business success in a digital
age is defined less by the
WHAT
and more by the
HOW.
6

7. Test
learn
test
learn...
because no one knows the answer.
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8. What’s your customer
experience strategy?
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Source: Forrester 2012

9. 9
prospect
potential employee
category
influencer
employee
brand fan
USERS
partner
customer
Source: Aaron Shapiro

10. happy users =
retention
acquisition
NPS
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Source: Forrester 2012

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Samsung Galaxy:
‘designed for humans’
As opposed to whom?

12. “The best innovative examples
we’ve seen, no matter how
beautiful or the tech involved
have a human truth right at
the centre of them.”
Will Sansom, Contagious
12

13. Yet most large
organisations are
not focused on users.
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Under 50% of Fortune 500 have a
measurable Customer Experience
strategy & most of their staff don’t think
they have one.
While the average company is sitting on 658 TB of unused data:
53% German
43% French
38% UK
% of Companies making use of their ‘Big’ Data
Source: Forrester 2012, Vanson Bourne Big Data Report

15. So which brands are
getting it right?
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16. Most aren’t.
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17. 17
FAIL
Of 26k iOS apps registered a month
The simplest
way to solve
the problem
A platform
for others

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The simplest
way to solve
the problem
A platform
for others
So let’s apply this a client’s existing Value Network:

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Problem: Value Networks are complicated to navigate

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Problem: Value Networks are complicated to navigate

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The simplest
way to solve
the problem
A platform
for others

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Prices problem
solved
The simplest
way to solve
the problem
A platform
for others

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File share
problem solved
Share files
The simplest
way to solve
the problem
A platform
for others

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Easy computing
problem solved
Computing
passion shared
The simplest
way to solve
the problem
A platform
for others

25. 25
Room problem
solved
House design
passion
The simplest
way to solve
the problem
A platform
for others

26. 26
Keep fit
problem solved
Keep fit
passion
The simplest
way to solve
the problem
A platform
for others

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Design
passion
Save images
problem solved
The simplest
way to solve
the problem
A platform
for others

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Finding your
friends
The simplest
way to solve
the problem
A platform
for others

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Social clutter
problem solved
The simplest
way to solve
the problem
A platform
for others

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Getting closer to
hero problem
solved
The simplest
way to solve
the problem
A platform
for others

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Getting a cold
beer on a hot day
The simplest
way to solve
the problem
A platform
for others

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‘I’ll never be on
Desert Island Discs’
problem solved
The simplest
way to solve
the problem
A platform
for others
Music nostalgia
passion

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Find a need,
then simplify.
The simplest
way to solve
the problem
A platform
for others

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Digital natives find it easier to
simplify than digital immigrants
Technology to answer user need Technology to answer business need
Driven by the idea Driven by marketing objectives
Disruption is a business advantage Disruption kills the cash cow
Being open is an advantage Being open is a threat
Trade on user goodwill Little room for failures
Earn users Buy users

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Digital natives disrupt
Technology to answer user need
Driven by the idea
Disruption is a business advantage
Being open is an advantage
Trade on user goodwill
Earn users
Simpler
Cheaper
Faster
Lower tech

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1. Most technology costs of entry have leveled
2. Lean can be done by Big or Small companies
3. Big companies have distribution and insight in spades
The emerging
Corporate Garage.

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An action plan
Get out of the office

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An action plan
Focus on users above all else

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An action plan
Think less

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An action plan
Get Lean

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An action plan
Love testing

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It’s a pain but..
If you don’t make
your users happy,
someone else will ;-)

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Good luck!
@martinbailie