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MassiveHACK DBN Mqondisi Gumede 24th August 2018

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Mqondisi Gumede presents the Strategy and the Why for the HACKTOURISM event in Durban with MassiveHACK

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MassiveHACK DBN Mqondisi Gumede 24th August 2018

  1. 1. CONSUMER CENTRIC THAT THING ABOUT BEING
  2. 2. #HACKTOURISM 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
  3. 3. #HACKTOURISM NOW THAT I KNOW WHO How do I find my what?
  4. 4. #HACKTOURISM WHY IS THE POWER!
  5. 5. The Social Opportunity Neo Meets the Merovingian Go in search of the power first, above all things, understand why?
  6. 6. #HACKTOURISM WHEN WE KNOW WHY, THE WHAT IS MUCH EASIER
  7. 7. #HACKTOURISM 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.
  8. 8. 10 Copyright of the materials is reserved to Fogg Agency who retain the intellectual property rights for all elements submitted
  9. 9. #HACKTOURISM
  10. 10. #HACKTOURISM WHEN WE KNOW WHY, THE WHAT IS MUCH EASIER
  11. 11. #HACKTOURISM 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?
  12. 12. #HACKTOURISM 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
  13. 13. #HACKTOURISM DOMINOES STORES LOOK LIKE THIS
  14. 14. #HACKTOURISM 400 GRADI LOOKS LIKE THIS
  15. 15. #HACKTOURISM DOMINOES - SOCIALLY SPEAKING
  16. 16. #HACKTOURISM 400 GRADI - SOCIALLY SPEAKING
  17. 17. THANK YOU DURBAN #HACKTOURISM

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