5. Sensing
Real-time feedback
Constant adaptation
Self-organization
Smart systems
6. Hyper-connectivity creates hyper-disruption
as industry boundaries blur, partners become
competitors and vice versa, and ecosystems
emerge as the critical advantage.
Logo mashups by Mario Amaya
7. Brand.com -> search “brand” on Google ->
Facebook.com/brand -> Twitter.com/brand ->
brand app -> SMART BRAND
30. Activating valuable connections
What are the dormant or active What are the programs and
networks that matter? And tools you use to activate
which are strong/weak ties? connections and unlock
- Customer network their value?
Connections
- Influencer or decision-maker
networks
Activating - Account marketing
- VIP customers
- Conference networks - Strategic partnerships
- School (alumni) networks Thought leadership
- Media community - Publishing
- Analyst community - High-touch events
- Investor community - Social media
- Alumni network - PR
- Employee networks
- Revenue contribution
Valuable - Customer database
- Direct/indirect lead funnel - Access to knowledge and experts
contribution - Growth of VIP customer network
- Extension/diversification - Customer satisfaction
of portfolio How do you - Marketing value-add for customers
- Brand recognition, loyalty, qualify and - Employee satisfaction and engagement
and goodwill quantify the value
you create?
39. A daptive T ransparent O pen M icro
Conversations Everything is visible
Easy to join Content
instead of messages to everyone
The more you
Feedback = creation Easy to co-
share, the more you Distribution
create/hack
will receive
Permanent beta Authenticity Easy to share Timing
Only 48 seats
61. Being Wrong =
Seeing the world as it
is not
See the world as it is not
62. Everyone can see everything
What you do affects everyone
Everyone can share with anyone what you do
and how you do it
63. “The reason that Apple is able to
create products like iPad is
because we always try to be at the
intersection of technology and
liberal arts, to be able to get the
best of both.”
Steve Jobs
64. “Our world is being dramatically
reshaped. The rules of the past no
longer apply. In the 21st century,
it's no longer what you do that
matters most but how you do it.”
Dov Seidman
65. 1) Deliver WOW Through Service
2) Embrace and Drive Change
3) Create Fun and A Little Weirdness
“Our world is being dramatically
4) Be Adventurous, Creative, and Open-
Minded
reshaped. The rules of the past no
5) Pursue Growth and Learning
6) Build Open and Honest Relationships
longer apply. In the 21st century,
With Communication
it's no longer what you do that
7) Build a Positive Team and Family Spirit
8) Do More With Less
matters most but how you do it.”
9) Be Passionate and Determined
10) Be Humble
DoSeidman
Culture
66. - Open door office policy
- Publication of financial results unusual
for a private company
- Meetings open to the public and phone
numbers and video conference URLs
posted on their wiki
- Public road map: Future tech direction of
company easily accessible on wiki
Culture
70. Traditional brands Smart brands
Strategy Beliefs
Plan Action
Process Principles
Annual/quarterly horizon Daily adaptation
ROI Meaning
Control Permanent crisis
Consistency Serendipity
Big Data Big Intuition
Fast turn-around Real-time
Centralized knowledge Decentralized knowledge
Command and coordination Empowerment and networks
Go-to-market Distributed presence
Message Content
72. “Managerial capitalism asks everyone
to leave randomness at home and
come to work as a hard-headed
pragmatist, a heat-seeking problem
solver. But managing, creating, and
delivering randomness means living
with variation. It means asking people
to get in touch with their differences
instead of asking them, as we usually
do, to converge on a shared facsimile of
selfhood.”
Grant McCracken – Chief Culture Officer