How Disruption Brought Order
Change by Design
Grow: Keep it going: evolving the ideal for comparative advantage
- Culture
- Company culture is everything
- History of TBWA, Chiat/Day, BDDP
- Creative is not a Department
- Values
- Transparency (Accounting, ethics)
- Audacity
- Open-mindedness
- Skills
- Organization: Matrix decision making between global and local
- Integration
- Action plans
- New business activity: Nothing left to chance
- Internal communication: Weekly employee memos
- Principles
- First convictions
- Accumulate experiences
- Counterprinciples
- Philosophy: disruption
- Challenging status quo
- Creating brand behavior for the modern world
- Start with brand belief (ideal)
- Human insight
- Brand behavior: way brand behaves to honor belief
- Gatorade: Win from within
- Change from hydration to helping before, during, and after
- Insight: athlete looks for edge at all 3 phases
- Pacific Standard Time art exhibit
- Pop culture meets art culture
- Insight: culturally curious ppl untapped
- Grammy's: Using technology to uncover raw emotion of music
- Insight: more than what hear, what feel
- Artists as unified with their music
- Integration between TV spots, interactive website, print, outdoor, wild postings, phone app
- Create artist out of the music
- Twitter concert on street (sing your tweets)
- Immerse themselves in client's problems
- Assessing new clients
- Clients need to understand that marketing is not necessary evil but hugely important in making diff in brand
- Do they have the power to see the ppl who can say yes
- Needs access to everything
- Need to be able to manage them profitably
- Ask clients who they admire, who want to be like
- Office
- Mix of private high-density seating and open spaces
- Unlocking playfulness
- 700 ppl office is village with different neighborhoods
- A building helps u manage your ppl
- Architectural mgmt
- Create an environment where creativity more likely
- Cool office with eclectic architecture
- Colors
- All open space
- Tons of dogs
- Sitting areas
- Everyone has MacBook and iMac
Change by Design
- The new social contract: we’re all in this together
- Every product is already a service
- HMW: how might we improve the airport security checkpoint experience?
- Not just buyers and sellers; participants in 2 way process (Wikipedia, Android)
- Not a computer scientist
- Reinvented industries
- Refused focus groups
Grow: Keep it going: evolving the ideal for comparative advantage
- Motorola Solution made posters of its ideal, video
- HP Ideal: human progress
- Finding and activating your ideal
- Pyramid of influence model (Nike)
- Athletes at top 5%
- Weekend warriors who play regularly 15%
- Mass market 80%
- If sell shoes to the athletes, weekend warriors will want and then mass market will want
- Nike started by first selling to athletes, then others got interested when those athletes won
- Everything is media
- Apple Stores (stores as media)
- Delivering an ideal-based brand experience
- Measurement
- Reveal your inspirational brand ideal and operationalize it
- Be clear what you stand for and be visible inside and out
- Design your organization for what you need to win: core work, capabilities, and career path
- Begin with a rough audit of work ... how close is your organization to the right design
- Get your team right.
- Champion innovation, especially disruptive innovation.
- Set your standards very high.
- The most powerful comment from a leader: “You are capable of so much more than this.”
- Train all the time.
- Do a few symbolic things (i.e., Brand Health Checks).
- Think like a winner, act like a winner.
- Live your desired legacy.
- Purpose inspired growth strategy
- Different relative importance of products for people’s lives
- Developing leaders
- Most promotion from within
- 30% come from acquisitions
- Do not use headhunters
- Very difficult to be good leader
- How many ppl consider you a role model?
- What impact are you making?
- You have responsibility if you are someone’s role model
- 3 categories of ppl: people who let things happen, who make things happen, who wonder what’s happening
- As a human, you’re in all 3
- You as a brand
- Are there stories about you?
- There are always stories; question is what are the stories?
- Do you care about the stories?
- What does a brand have?
- A target who (they want to go after): first decide who you want to sell to
- A positioning (they want to own)
- Want consistency in people’s response of 1-word equity behind brand
- Volvo = safety #1 around the world
- An image (they get as a result of the above)
- Technology/social media affects it
- Ask your friends: what is my 1-word equity?
- What is a brand?
- Product
- Service
- Experience
- Person
- Institution
- Place
- Promise
- Emotion
- Commitment
- Responsibility
- Team
- You as a brand
- Coke: $70B, Nokia: $30B
- How much are you worth?
- Who is your target?
- What is your positioning?
- What is your image?
- 2 concepts
- Strategies: when you’re making a clear choice w/ consequences
- Lose weight (goal) => join gym (strategy) => plan
- Choice that is really a choice
- it has clear consequences
- it comes before plans
- Strengths: before, focused on improving weaknesses (huge self-improvement industry in US)
- Now, focus on your strengths
- Must match strengths to job
- What are you really good at
- What you leverage most of the time
- What you keep working on
- Moroccan women spend 6 hours per day today washing stuff
- Tip #1: (try to) be clear about what matters to you the most
- Tip #2: change is the only constant. Embrace change. Learn how to thrive under change.
- Tip #3: treat everybody with respect, be straight and tell them the truth. Have a point of view.
- Tip #4: be yourself and leverage your strengths. We all make a lousy somebody else. Don’t imitate role models.
- Tip #5: have dreams, aspirations and ambitions. But focus your energy on the job you are doing, not the next one.
- Tip #6: you are only as good as other ppl think you are
- Annual 360 degree reviews of strengths & opportunities (give list of ppl to boss and boss subtracts and adds)
- Tip #7: always provide constructive criticism
- Tip #8: your personal leadership matters
- Tip #9: have fun
- Tip #10: always help others and feel comfortable to ask for help
- The best time to plant a tree is 20 years ago. The second best time is today. –Chinese Proverb
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