it's not you, it's me: three steps to winning in the collaborative economy

IT’S NOT YOU IT’S ME*

*and everybody else

Three Steps to Winning in the Collaborative Economy

THE AVERAGE DRILL IS USED

FOR 13 MINUTES IN ITS ENTIRE

LIFETIME

THE AVERAGE DRIVEWAY SITS EMPTY FOR 7.6 HOURS A DAY

THE AVERAGE DRESS IS WORN

JUST SEVEN TIMES

PEOPLE CAN GET WHAT THEY

NEED FROM EACH OTHER

WE ARE MOVING FROM A WORLD

BASED ON OWNERSHIP TO ONE BASED ON ACCESS

WELCOME TO THE COLLABORATIVE

ECONOMY

BUT HOW DOES THIS AFFECT BRANDS

AND HOW CAN THEY WIN?

IT’S NOT YOU IT’S ME*

*and everybody else

A SIMPLE PHILOSOPHY

1. IT’S NOT YOU Customers are sharing with or without you. It is not about your brand. Brands who succeed in the collaborative economy will recognise this and work to put themselves at the heart of their

consumer’s existing behaviour. To do this brands must either compete against rival services or create with existing ones.

COMPETE CREATE

2. IT’S ME Brands should start with the customer, amplify customer experience

and add real value. Treat your customer as an individual. Resist pigeon-holing, they are real people with real problems. There aren’t

‘ABC1 Females called Nina aged 37 who has two kids and a budgie’. Everyone is different and that’s the opportunity.

Steer away from one-size fits all experiences. Whenever you find

yourself on the side of the majority, it’s time to pause and reflect. Put convenience first. Be useful. Create individual personal experiences.

Close the value loop.

VALUE LOOP

MAKE

DISTRIBUTE

SELL

PUSH

PULL START WITH ME

MAKE DISTRIBUTE PROMOTE

IDENTIFY NEEDS ENGAGE FIND SOLUTIONS

VALUE CHAIN

MARKETING AGENCY

3. AND EVERYBODY ELSE ‘My biggest competitor today is a person with an idea’

Nabil Sakkab, P&G

No matter who you are, the smartest people work for someone else. This shouldn’t scare us, it should excite us. After all what’s the difference between an employee and a customer anyway? Who’s an amateur and who’s a pro?

And who gets to decide? Brands need to bring their audience into the core of their business and co-create with them.

CO-CREATION MODEL: (Credit, Victor & Spoils)

BRAND

FANS

EXPERTS WILD CARDS

SUPRISING IDEAS

IT’S NOT YOU IT’S ME*

*and everybody else

Three Steps to Winning in the Collaborative Economy