Collaborative notetaking platform for #C2MTL. Powered and curated by f. & co.
C2MTL 2014 takes place at l’Arsenal, in Montréal May 27th to 29th.
This aims to be a valuable compilation of quotes, key takeaways, and nearverbatim of all presentations done for C2 attendees by C2 attendees.
Table of contents
Day 1 Tuesday May 27th
. Noreena Hertz
. Nadia Lakdhari
. Tony Hsieh
. John Hardy
. Jonathan Becher
. Bobby Dekeyser
. Marie Saint Pierre & Rad Hourani
. Business Reimagined A Live Case Study
. Cindy Gallop
. Prof Muhammad Yunus
. Workshop : CelluForce Thinking small leads to big changes
Day 2 Wednesday May 28th
. Kevin O’Brien
. Simon Berry
. Estelle Métayer
. Denys Lapointe
. Bjarke Ingels
. Esther Lee
. Jonas Tahlin
. Abigail Posner
. Philip Sheppard
. Welby Altidor
. Vincent Dumez
Day 3 Thursday May 29th
. Princess Reema Bint Bandar AlSaud
. Graham Douglas & Rafik Belmesk
. Nathalie Bondil
. Ray Davis
. Andrew Wilson
. Zita Cobb
. Catherine Hoke (Rohr)
. Stefan Sagmeister
. Business Reimagined RESULTS
. Montréal City of Cinema
. James Murphy
. James Cameron
Collaborative Business Model Generation
. Problematic : Creative Talent Retention
. Problematic : Inspiring & Creative Workplace Environment
Comments on the Conference
Humans of C2
References and sources
By
. Amanda Levin
. David Rowley
. Francis Gosselin - CoFounder, f. & co
. Geneviève Dupuis Creativity Analyst at f. & co and Deputy Editor at cllbr
. LouisFélix Binette CoFounder, f. & co
. Mandeep Basi, Managing Editor of OpenBrain; Anthropologist (McGill University)
. Rémi Rivas Consulting Partner at Limejam Paris, France remi@limejam.com
. Roxanne Hamel
. Sarah Mackenzie
. Vincent Marceau, Managing OnSite Collaborative Business Model Generation
. Kim Auclair Présidente et animatrice de communauté Web chez Niviti
. Dani NgSeeQuan Content Marke
7. Sketchnote from @Saragrafix (Twitter):
Nadia Lakdhari
3 themes this year at C2:
● How could we redefine profit as a notion that goes beyond the definition of the word? How can we
integrate that into our notion of profit
● How can failure relate to success? We’d like to get into our speakers’ processes
● On relationships. No man is an island, no one does it alone. Collaboration is one of our key topics
this year.
Tony Hsieh
CEO, Zappos.com
Back to Table of Contents 7
8. [Social Media] > Twitter | LinkedIn
[Biography] > Wikipedia
[TED Talk] > Video
Key takeaways:
● Value (hire people according to your values) and vision (think big)
● Think of Return on Collision rather than ROI (return on investment)
● Internally we have a system that sell shoes, but we let our customers sell for us
● Our #1 priority is company culture, not client service. We think of our brand as “clothing,
customer service, culture”, hence delivering happiness. If company culture is #1 priority, the rest
of your business can take care of itself.
● To build a good brand, read these two books > Good to Great, and Tribal Leadership
○ It says: doesn’t matter what values you have, you just have to commit to those
○ Ingredient 1 : values hire people according to your values
○ Ingredient 2 : vision “Whatever you think, think bigger”
● When you build, focus on the 3Cs: collisions, colearning, connectedness.
○ Work on the long term ROC, return on community and colision instead of ROI
■ return on collision: the value of a resident that is in and out of a neighbourhood
and value of a visitor
○ alternative to a more expensive event or a big name
● A book to read: Triumph of the city, by Harvard professor
○ When a city doubles in size, innovation increases by 15%, but when a company double
in sizes, the opposite happens
○ At Zappos, we function more like a city than a company
■ 3 ingredients:
■ residential density
■ streetlevel activity
Sounds from the Twittersphere:
@DesignTandrup
@tonyhsieh best speech of #C2MTL Glad I came today. Thanks
Jeff Chu @jeffchu
No. 1 request from @zappos staff for a campus amenity: Doggy day care. "More than human
day care," says@tonyhsieh. #c2mtl
Jeff Chu @jeffchu
No. 1 request from @zappos staff for a campus amenity: Doggy day care. "More than human
day care," says@tonyhsieh. #c2mtl
#FashionUnfold @fashionunfold
"A great brand, company, city or community is a story that never stops unfolding." @tonyhsieh
Back to Table of Contents 8
22. Bobby Dekeyser
Chairman and Founder, DEDON
[Social Media] > Twitter | LinkedIn
[Wikipedia] > http://en.wikipedia.org/wiki/Robert_Dekeyser
[Article] >
Key takeaways:
● Crisis: it makes you think, it makes you change.
● It’s our energy that made the difference. We learned by doing.
● Corporate culture is important
Sounds from the Twittersphere:
Francis Gosselin @monsieurgustave
“We’re so bored about being consumers, we want to be creators” @DEDON's Bobby
Dekeyser #C2MTL
Francis Gosselin @monsieurgustave
"Its when you let people explore their own talents, develop their own solutions that business
progresses" @DEDON's Bobby Dekeyser #C2MTL
Fatboy USA @fatboyusa
Welcoming to the @C2MTL stage @DEDON founder, Bobby Dekeyser! Like Fatboy USA, he
believes in giving back & has a huge desire to inspire!
Poudre Noire @poudrenoire
"When you let people free and trust them, they can do anything". @DEDON founder speaks
about his HR approach based on love #C2MTL
Jeff Chu @jeffchu
Every @DEDON office closes at lunch "for 1 hour so everybody can eat together. Crucial,"
says Bobby Dekeyser, for creativity + fun. #c2mtl
POIESIS @poiesisudem
Bobby Dekeyser : "A company isn't about selling, it is about sharing '' @DEDON #C2MTL
#inspiring#bobbydekeyser
Poudre Noire @poudrenoire
"One hour a day, we close the office so everybody can eat together, these are the best
meetings". @DEDON#C2MTL
Sonia Basili @sonia_basili
Back to Table of Contents 22
30. Cindy Gallop
International Business and Brand Innovator
[Social Media] > Twitter | LinkedIn
[Wikipedia] > http://en.wikipedia.org/wiki/Cindy_Gallop
[TED Talk] > Make love not porn (MLNP)
Key takeaways:
● Sex sells, but only a certain depiction of sex sells. MLNP seeks to change that.
● This is a tech start up with lots of potential for growth. The focus on (real) sex prevents it from
receiving the benefit of business solutions.
● Fear of what people will think is the single most paralyzing dynamic of business and life.
● Here’s a venture that was conceived of by a woman, that was founded by two women and a man,
and that was built by a tech team that was mostly female in an industry that has been
maledominated. What of the other 50%? MLNP can be enjoyed by all.
Sounds from the Twittersphere:
Commerce+Creativity @C2MTL ∙ 11 h
"You’ll never own the future if you care what other people
think." @cindygallop, #C2MTL #MakeC2MTLLoveNotPorn
@cvharquail
I spent my Friday afternoon w @CindyGallop & #MakeLoveNotPorn What happened next
surprised even me! http://bit.ly/1mymsJT
[NOTES FROM THE CONFERENCE]
One or two clicks away you can change the world through sex. First of all, think of all the money to be
made out of sex. The market never goes away. The money we make out of socially accepted sex. Then you
quadruple the amount of money to make.
“No startup knows about business than Make Love not Porn, because it changes the way we think about
business.” If you think what my team is doing is interesting.
Women change the way. Back women. When we have an industry thats leads 5050 by equal genders.
Makes 50% of women as much as men, then we have an industry that’s more creative.
Please everybody, rent a video, it will help our business.
Forthly, we need open minded investors. And I’m looking for the people to do that. And I really want people
who understand that to invest. And I want brands to support us.
Back to Table of Contents 30
40. changes
Key takeaways:
● “Play poker, not chess” Jean Moreau, CEO of CelluForce
● Lessons pour un startup : Détermination, résillience & collaboration
●
Sounds from the Twittersphere:
CelluForce is the world leader in the commercial development of NanoCrystalline Cellulose (NCCTM
). The
company is a joint venture of Domtar Corporation and FPInnovations and was created to manufacture NCCTM
in the world’s first plant of its kind, located in Windsor, Québec.
NCC is abundant, renewable, recyclable and biodegradable. It is expected to become a major contributor to
the green economy in the coming decades, and should serve as a strategic platform for sustainable
development.
Backed by a patented process, CelluForce develops and markets new applications for NCCTM
under the
“Impact” and “Allure” brands. With its corporate headquarters in Montréal, CelluForce employs a total of
about 30 people.
To learn more about the company : http://celluforce.com/en/
[NOTES FROM THE CONFERENCE] Jean Moreau / CEO of CelluForce
Le challenge est de vendre un produit qu’on ne voit pas, et qui est nouveau sur le marché. Le nano est une
unité de mesure = 10^9. (10 à 20k fois plus petit qu’un cheveux).
Nanocelluse existe depuis la présence de végétaux sur la planète. Dans le cas de CelluForce, la
nanocellulose est extraite d’un bois qui a déjà été raffiné, suivit d’une réaction chimique qui isole le crystal
du bois, en retirant le sucre de celuici.
Il s’agit d’un produit qui découle de l’innovation.
Les lessons acquises :
Détermination
Résillience
Collaboration : Grand challenge au niveau du partage de la propriété intellectuelle.
La nanocellulose peut se retrouver dans une multitude de produits : Peinture, textiles, chimiques,
Back to Table of Contents 40
47. Estelle Métayer
President, Competia and Adjunct Professor, McGill University
[Social Media] > Twitter | LinkedIn
[Website] > http://www.competia.com/
[Biography] > http://www.competia.com/about/
[Article] >
Key takeaways:
● The pervasiveness and availability of information everywhere.
● We are not gathering our data from the right places.
● It is important to go beyond your bubble and networks to meet people who can provide you with
different insight.
Sounds from the Twittersphere:
[NOTES FROM THE CONFERENCE]
People take pictures of graffiti, and they look at where the colors are coming from. Artists were given paint
by companies. All these street artists are basically shaking the world and society and the way they want to
see things in the future. How do we translate this?
“What food will you be eating?” “A watch company wanted to pick early signals” A company was trying to
figure out how they should market their product. They turned to rappers they were good at picking up
signals from their target markets. Rapgenius looks at rap lyrics and searches for which artists in listing a
brand name in their songs (comment from Mandeep though the speaker is probably speaking of more
wholesome consumption and leisure habits: Adderall broke through in rap lyrics in 2007:
http://www.projectknow.com/discover/hiphopdrugmentions/).
It is all about tapping into counter cultures.
Today, there is information everywhere. it is important to know how to tap into the information. Companies
today share information more than facebook does. You can buy satellite pictures. Recently, UBS the bank
was attacked because they were using these kind of pictures (spying on Wal Mart parking lots). They were
able to predict revenue and the profit of Wal Mart. The transparency about company information is
unparalleled.
I love the Swiss. They have this app that is called “Car Index” that gives you access to private information
from knowing plate numbers. There is so much data available. companies twist tools to gain insight. You
can pick data up and/or ask for it. Companies are crowdsourcing and using this tool smartly. Companies are
decreasing their costs because of this.
Back to Table of Contents 47
49.
Key takeaways:
● Quantifying innovation types
● Market disruption maintenance
● There is an important link between creativity and commerce. Products need to be innovative and
differentiated.
Sounds from the Twittersphere:
[NOTES FROM THE CONFERENCE]
I went to school to study the art of communication, where I had to face my biggest fear of doing public
presentations *crowd laughs*.
You may know us (BRP) for our engines. I always like when I do a conference like this to make a link
between corporate world design and the business side of things. Creativity and commerce.
Quote: “Wall street refuses to appreciate bottom line growth when top line stagnates”. It is not about
creating profits, it is about creating growth.
Fortune 500 ranking: companies are falling off the chart. They do not identity the next paradigm. We have
made our own system to qualify innovation types. Great companies must understand paradigms. Apple
never stops reinventing new categories.
We need to learn from mistakes we have made in the past. “Me too” products: not a good strategy. With
these, there is a year in, year out in the market. When you innovate and come up with differentiated
products, that’s when you get good results.
BRP Design Philosophy:
Highly innovative
Functionality: The product must deliver what it promises. Important to have good graphic interface.
WOW Factor: The product must be seductive. It is important to play with colors and textures.
Proportions
Our challenge: How can we bring back fun with stateoftheart technology? By offering two for the price of
one. We need to dig deeper.
Using analogous market penetration strategies (ipod touch, nano) to drive design and recognize needs.
The success: design awards globally
Back to Table of Contents 49
51. Bjarke Ingels
Architect
[Social Media] > Twitter | LinkedIn
[Website] > http://www.big.dk/
[Biography] > http://en.wikipedia.org/wiki/Bjarke_Ingels
[TED Talk] > 3 wrapspeed architecture tales
[Article] >
Key takeaways:
● Architecture is about accommodating life and your environment.
● Sustainable architecture
● Social infrastructure and architecture as a hybrid. Architecture should incorporate and respond to
the environment, climate, and social life.
● Architecture alchemy. Combining simple “normal” ingredients produces something unique.
Sounds from the Twittersphere:
[NOTES FROM THE CONFERENCE]
Architecture is about accomodating life. it is important to incorporate sustainability.
It is about finding ways to build buildings that respond to their surroundings. There are organic qualities that
make the building look different and perform differently. Facades express and respond to a climate.
We created the red square, the black market and the green market in Copenhagen. We used
crowdsourcing. We incorporated themes from different countries not just because we were being “fair”.
Bringing different communities together with architecture from everywhere around the world.
Exciting artifacts from different culture.
Advertising things we cannot find in Denmark. We made an app where you could see who did what and how
it integrates in urban space.
Also, history can shape a building. We suggested to turn the doc inside out to preserve the doc. All we did
was design 3 bridges. Basically, we solved this dilemma by turning the museum inside out, we could create
this void and turn it into a museum.
There’s no theatre, it’s really the space we are working with. I really like the coexistence between history
and modern architecture.
Back to Table of Contents 51
![Collaborative notetaking platform for #C2MTL
Powered and curated by f. & co
C2MTL 2014 takes place at l’Arsenal, in Montréal May 27th to 29th.
This aims to be a valuable compilation of quotes, key takeaways, and nearverbatim of all
presentations done for C2 attendees by C2 attendees.
Join our growing list of contributors:
email openbrain@fandco.ca with your GoogleDocsasssociated email to be granted
editor status
Share!
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Link to OpenBrain 2013 > http://fand.be/openbrain2013
See next page for the Table of Contents.
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