e qwe - where did we go wrong? #smc2010
Post on 19-Oct-2014
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DESCRIPTION
My 9-min presentation for the 29th International Marketing Congress on 'Return on Relevance', in Ghent, on the 3th and 4th of December 2010.TRANSCRIPT
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E Qwè?!!Where did we go wrong?!
@lucgaloppin!
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E Qwè!“What’s happening?”!
“What’s up?”!
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Cherry Picking Marketing Insights!
My Early Career Anchors!
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2005:!PowerPoint Change Manager
#fails
Diagnosis:!If you want to be relevant
without permission, forget it.!
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#1 Go local. Be there. Spend time.!
#2 Knowledge is in the community, not in a handbook.!
#3 Be a platform! !
#4 Work WITH Tribes, Not against them.!
#5 Ask “Why?” and “So what?” often.!
My Quest For Relevance!
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#1 Ask Mom & Dad!
me!Dad!
Go local. Be there. Spend time.
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#2 Photocopier Anthropology!
Knowledge is in the community
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#3 LinkedIn Overdose!
Be a Platform
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#4 Military Mindset!Malik
Noorafzhal, tribal leader!
Maj. Jim Gant!
INFLUENCE WITHOUT AUTHORITY!
Work WITH tribes, not against them
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#5 Learn From Children!
#1 WHY?!#2 SO WHAT?!
Ask “Why?” and “So what?” often
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#1 Go local. Be there. Spend time.!
#2 Knowledge is in the community, not in a handbook.!
#3 Be a platform! !
#4 Work WITH Tribes, Not against them.!
#5 Ask “Why?” and “So what?” often.!
My Quest For Relevance …!
… turns out to be all about permission!!
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Relevancy != !
co-creation!
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E Qwè!= !
1. What about you?!2. Find your E Qwè!