Post on 01-Nov-2014
description
mobileYouth Asia LIVE!Episode 10
The Small Little Things
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The next time you’re involved in …
flickr uofdenver
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… creating a Youth MVNO
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… launching a BIG ad campaign
flickr roytsaplinjr
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… or a multi-million dollar rebrand
~ $386,000 USD for a new logo
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Ask yourself
Does the answerreally need to be this
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Ask yourself
Does the answerreally need to be this
BIG ?
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Ask yourself
Does the answerreally need to be this
COMPLICATED ?
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Ask yourself
Does the answerreally need to be this
EXPENSIVE ?
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Often, simple is better
flickr minimalistphotography101.com
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Simple answers work
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What’s the appeal of big answers?
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Getting rid of excess budget?
flickr images_of_money
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Immortalizing yourself?
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Immortalizing yourself?
CC David Shankbone
"I don't wantto achieve immortality
through my work...I want to achieve itthrough not dying.“
—Woody Allen
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Or, do you want simple answers, but …
flickr: scrippsbee
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don’t really understand the question?
flickr: scrippsbee
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It happens to all of us
flickr joe crawford (artlung)
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Circle K is the firstand biggest
convenience storein Indonesia
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CC myke2020
In 2009,7-Eleven arrived
and young peoplesuddenly stopped
going to Circle K
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Circle Kstarted selling
whatever 7-Elevenwas selling …
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Circle Kstarted selling
whatever 7-Elevenwas selling …
and spending moremoney on advertising
…… to no avail
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Circle Kstarted selling
whatever 7-Elevenwas selling …
and spending moremoney on advertising
…… to no avail
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7-Elevenactually became
a COOL placeto hangout
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7-Elevenactually became
a COOL placeto hangout
a convenience store!?!
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7-Eleven became coolwith a shoestring
advertising budgetflickr calleecakes
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“Why would anyone hangout in front of Circle K? It’s usually dark and a bit scary. Maybe it’d be different if there weren’t those drunks and thugs with tattoos hanging out there. Or the drunk and tattooed thugs.”Iskandarsyah Putra, 19, Jakarta
While Circle K …
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flickr rebeccaselah
ThenCircle K
hada light bulb moment
… literally
7-Eleven had betteroutside lighting anda sitting area …
a comfortable placeto hangout
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It’s not aboutmaking the placea cooler hangout placethan the competitor
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It’s aboutproviding a placefor the young peoplewho already want tohangout at Circle K
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So they prototypeda store with brightoutside lightingand a sitting area
With great success
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flickr carbonnyc
The next time you have BIG answer …
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Ask yourself
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flickr eric molina
Am I answering the right question?
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flickr: robert couse-baker
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Maybe we can help youask better questionsContact us:Ghani KuntoBusiness Development Manager for Asiaghani.kunto@mobileYouth.org+852 8 176 365 0
http://mobileYouth.Asia
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or maybe you’re ready for some answers
http://mobileYouthReport.com