@congbo

THE GAP

@congbo

"We cannot solve our problems with the same thinking we used when we created them."

- Albert einstein -

(stolen from the people at third wave berlin)

@congbo

THE GAP

Applying a digital world view to the challengesand ambitions of complex organizations..

- stolen from Undercurrent.com -

The communication industry is doing the same thing it has been doing for the last fifty years.

George Lois - advertising Paul Rand - design Bill Bernbach - public relations

@congbo

THE GAP

what about the next fifty?

@congbo

THE GAP

WIRED UK: If you had to list some industries right now that are in either a state of disruptive crisis or will be soon, what would they be?

Journalism, certainly, and publishing, broadly. Anything supported by advertising. That all of this is being disrupted is beyond question.

- Clayton Christensen, Professor of Business Administration at the Harvard Business School, Awarded the Number 1 Management Thinker in the World

@congbo

THE GAP

Is technology changing people, or just our access to them?

@congbo

THE GAP

@congbo

THE GAP

...and technology does...

Image by Moff on Flickr.com

@congbo

THE GAP

1. Business

THE CHANGING ROLE OF THE CMO

CUSTOMERCENTRICITY

NEW DEMAND PATTERNS

PRODUCTS AND BUSINESS DESIGN

1a. The Changing role of the CMO

@congbo

Business

The changingrole of the cmo

@congbo

Business

The changingrole of the cmo

@congbo

Business

The changingrole of the cmo

"IN 2008 WE WERE ON BARACKOBAMA.COM, IN 2012 WE WERE EVERYWHERE"

- JIM MESSINA -

@congbo

Business

The changingrole of the cmo

@congbo

Business

The changingrole of the cmo

@congbo

Business

The changingrole of the cmo

1b. Customer Centricity

Image by Jonas K on Flickr.com

@congbo

Business

CustomerCentricity

"Customer centricity is not a new concept, but it has taken on increasing importance in today's business environment, marked by the empowered consumers who want to interact with a brand on their own terms. For many organizations, the challenge lies in finding innovative ways to capture the "voice of the customer"

and infuse customer insight across all business functions, from the point of sale to the call centre, in order to create business value."

- Voice of the customer, whose job is it, anyway? -SAS Institute and The Economist Intelligence Unit

@congbo

Business

CustomerCentricity

@congbo

Business

CustomerCentricity

@congbo

Business

CustomerCentricity

1C. New demand patterns

IMAGE BY MIUENSKI ON FLICKR.COM

This is not the first time:

"every century or so, fundamental changes in the nature of consumption create new demand patterns that

existing enterprises can't meet."- Shoshana Zuboff, McKinsey Quarterly -

[its not about you - its the market that changes, businesses can get busy or get protective]

@congbo

Business

New demandpatterns

@congbo

Business

New demandpatterns

@congbo

Business

New demandpatterns

@congbo

Business

New demandpatterns

@congbo

Business

New demandpatterns

@congbo

Business

New demandpatterns

then:why do we have these shifts?

@congbo

Business

New demandpatterns

Sharp increases in higher education, standards of living, social complexity, and longevity over the past century gave rise to a new desire for individual self-determination: having control over what matters, having one’s voice heard, and having social connections on one’s own terms.

- Shoshana Zuboff

@congbo

Business

New demandpatterns

Image by Den (Digital Erfgoed Nederland) on Flickr.com

@congbo

Business

New demandpatterns

now:why do we have these shifts?

@congbo

Business

New demandpatterns

Image by Lotus Carroll on Flickr.com

@congbo

Business

New demandpatterns

HMV and Jessops are both in administration.

It’s not that people don’t want to buy things, rather .. they want more than just to buy things

@congbo

proof!

“Whether physically or through connected technologies, shopping is still best experienced socially”

- PSFK Future of Retail report

@congbo

Business

New demandpatterns

1d. Products and business design

promise

proof

What does the brand want?

What does theconsumer want?

meeting place

@congbo

Business

Productsand business

design

promise

proof

What does the brand want?

What does theconsumer want?

meeting place

From promise to proof

@congbo

Business

Productsand business

design

promise

proof

What does the brand want?

What does theconsumer want?

meeting place

The elements of communication

CULTURE

Kulturbygging og identitetinternt

BRAND

SALE

Creating new customers

BUSINESS

DEVELOPMENT

Services- and product development

LOYALTY

Establish and strengthen relations

DELIVERYFRAGMENT

& CATEGORIZE

@congbo

Business

Productsand business

design

Customers are more interested in a company's integrity and engagement than their products.

- Edelman Trust Barometer -

We are seeing that where companies meet people are through their products, but where they mean something is thorugh their communication there is a gap and an opportunity here

@congbo

Business

Productsand business

design

1. Business

THE CHANGING ROLE OF THE CMO

CUSTOMERCENTRICITY

NEW DEMAND PATTERNS

PRODUCTS AND BUSINESS DESIGN

People, change, opportunity and choiceis [understanding]

2. technologynot 1's and 0's

Technology doesn't solve problems, it creates new ones. Technology invites people to change their habits and behavior - that's what it has always done. Our problems, and

especially in communications, is when we try to force new technology to solve old problems, or force it to prove its worth while doing stuff it can't do. or the other way around - use old technology to solve new problems - without adjusting it first.

Image by Stuck in Customs on flickr.com

@congbo

Technology

We think of technology as digital communications technology, but that is just a small - and one of the most recent forms of technology.

Technology is (almost) the consequence of all human

creation. It's all around us:bread, chairs, asphalt, shoes, pillows, coffee ...

Image by Claudio.Ar on flickr.com

Almost everything has at one point been a technology, but what happens is that

people adjust, and then we redesign the technology to accommodate this. So the technology creates a new need, and then we redesign the technology to this need.

Nobody used to sit on their sofa just staring at the wall, that is something we've started doing after we got the TV. It used to be

the case that people could bore themselves for two minutes - now we have our mobile phones.

The consequence of all new technology is change, and it is change people resist. Few people have anything against technology itself (that would be similar

to opposing water, our lunges or outer space). What people react to is change. (And then its good to know that the old stuff always survives).

Image by caste_aka_adrem on flickr.com

Technology

Image by caste_aka_adrem on flickr.com

What people, your customers, care about is change, technology is the stuff that makes change possible.

Instead of opposing or embracing technology we have to understand that technology itself is not interesting - its the change in habits and behaviors we have to study - and understand if

the consequence of new technology brings about new opportunities or new challenges.

@congbo

Technology

"If you have the whole world available through this box, why on earth would you sit there staring out the window inside a tunnel?"

- my sister -

@congbo

Technology

Technology is about people and change, more opportunities and choice

- not 1's and 0's -

Image by Tau Zero on flickr.com @congbo

Technology

3. the complete picture

HUMANS

TECHNOLOGY

BUSINESSBRAND

Putting the purpose, customer promise and positioning at the center of the company's customer experience demands that opportunities proposed by

technology, people or market get filtered by the brand.

Image by mark knol on Flickr.com

@congbo

THANK YOU Helge Tennø

@congboslideshare.net/helgetenno

HUMANS

TECHNOLOGY

BUSINESSBRAND