product matching in today's markets: insights into todays' realities & opportunities
DESCRIPTION
Presentation to Pacific Asia Indigenous Tourism ConferenceTRANSCRIPT
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Anna Pollock, DestiCorpDarwin, March 30th, 2012
PRODUCT MATCHING IN TODAY’S MARKETSInsights into marketplace realities and opportunities
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Farmer - Banker
Elder Visionaries - Mentors
Dee Hock
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“We are at that point of time when a four-hundred-year-old age is rattling in its deathbed and another is struggling to be born – with a shifting of culture, science, society and institutions enormously greater and swifter than the world has ever experienced…. Dee Hock, Founder of VISA and author The Birth of a Chaordic Organization
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Scientist - Philosopher
Elder Visionaries - Mentors
Willis Harman
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We are living through one of the most fundamental shifts in history – a change in the actual belief structure of western society.
No economic, political, or military power can compare with the power of a change of mind. By deliberately changing their images of reality, people are changing their world. Willis Harman, Founder World Business Academy
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Accelerated Consumption
Climate Change
Energy & Fuel
Material Resource Scarcity
Food scarcity
Water Scarcity
THE PERFECT STORM
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Accelerated Consumption
Climate Change
Energy & Fuel
Material Resource Scarcity
Food scarcity
Water Scarcity
Ecosystem Decline
Disparate Prosperity
Government Debt
Lack of Global Governance
Political Instability
Pandemics
THE PERFECT STORM
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How do you de-couple human progress from resource use and environmental decline?
Is economic growth essential, desirable, unavoidable?
What’s the relationship between wealth and well-being?
Are we measuring the right things? GDP or GNH?
How do you solve global problems when national mindsets prevail?
What’s the role of business?
How do we tweak /modify capitalism to make it benefit more than the 1%?
BIG QUESTIONS
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Growth
Demand Volatility
Commodification - declining yields
Increased Costs
Complexity – market fragmentation
Guest incompatibilities
Congestion & Backlash
TOURISM ISSUES
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TOURISM ISSUES
Source: UNWTO
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Growth
Demand Volatility
Commodification - declining yields
Increased Costs
Complexity – market fragmentation
Guest incompatibilities
Congestion & Backlash
TOURISM ISSUES
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Impact
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Impact
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Growth
Demand Volatility
Commodification - declining yields
Increased Costs
Complexity – market fragmentation
Guest incompatibilities
Congestion & Backlash
Sameness
Fewer Exotic Places to Discover
Destination Management
Reduced Government Funding
Fragmented Fringe
Lack of Leadership
TOURISM ISSUES
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Irresponsiblity
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Growth
Demand Volatility
Commodification - declining yields
Increased Costs
Complexity – market fragmentation
Guest incompatibilities
Congestion & Backlash
Sameness
Fewer Exotic Places to Discover
Destination Management
Reduced Government Funding
Fragmented Fringe
Lack of Leadership
TOURISM ISSUES
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Changing Consumers
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•Youthful, wired, highly educated, majority female
•Three times more likely to try new things
•Three times more likely to reward or punish a brand based on corporate practice
•Dedicated “box turner” but doesn’t trust corporate declaration
•One in four says they have no way of knowing if the product is green or does what it claims
•Even in the recession, the majority believe it important to make choices based on environmental and social benefits
•More than half are willing to pay more for sustainable brands
The Conscious Consumer
The Conscious Consumer Report, 2009, BBMG
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The Conscious Consumer Report, 2009, BBMG
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Source: Richard Barrett, Values Centre
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Search for Meaning& Purpose
A transition from material want to meaning want is in progress on
an historically unprecedented scale and may be the principal
cultural development of our ageGregg Easterbrook:
The Progress Paradox
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Conscious ConsumersWired to CARE
“Purpose is the new passionParticipation in the new
consumption”BBMG
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Search for Meaning & Purpose
Source: Edelman Good Purpose Study
Differentiate by Making a Difference
Strive to be the best for the world not in the world!
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Conscious Travellers...the essentials
1. Wired to Share2. Wired to Care3. Seek purpose and meaning4. Want to engage & give back5. Seek authenticity, local,
homegrown, one-off, artisan6. Want immersive, transformative
experiences,
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Impact on Business
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Conscious Capitalists•Whole Foods
•Southwest Airlines
•Zappos
•The Container Store
•Amazon
•Joie de Vivre
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Two roads diverged in a wood, and I, I took the one less traveled by,
And that has made all the difference. Robert Frost
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THE REALLY BIG QUESTIONS
What Kind of Destination do you want to be?
Which guest is right for you?
How are you going to measure success?
Quality or quantity? Short term wins or long term gains?
Growth + volatility OR sustainability + resilience?
Who do you care about – developers or operators?
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Two Roads: Two Kinds of Travel
Micro Conscious Travel
Considered, cautiousSeeking VALUE & meaningTravellers want to engage, participateTransforming
VALUE & YIELD
Uniqueness= scarcityAdvertising as SupportHigh ValueExperiences Not ProductsLocal sourcing, hand madeDiversityPersonalCustomers are Co-creative PartnersPromise of an Experience that PULLS
SUCCESS = NET BENEFIT TO HOST COMMUNITY
Mass Industrialised Tourism
Impulse, Frequent, “a right”Comfort & ConvenienceThe Packaged ProductPRICE a key decision factor
VOLUME
Abundance of ChoiceAdvertising as SpinCommoditizationStandardizationHomogenizationAutomationSamenessCustomers as TargetsNo Frills or No Surprises
SUCCESS = VOLUME OF VISITORS
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THREE KEY CONCEPTS
1. Mindset
2. Place
3. Transformation
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Why Mindset?
“The significant problems we face cannot be solved with the
same level of thinking or consciousness we used to
create them.”
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Worldview as a Set of Lenses
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Mainstream tourism borrowed its operating model from manufacturing
Product Centric. PackagedStandardization, Homogenization,
Economies of ScaleConsumers segmented & targeted
Transactional & Adversarial37
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Assumptions Underpinning An Industrial Worldview
It’s a material world – we’re physical beings & value lies in things The universe is like a machine with separate parts that can be
disassembled & measured We’re separate objects Only the fittest, strongest survive – It’s compete or die The earth is a lumberyard with resources to be used to make and
sell things The sole purpose of business is to make a profit Success is about having & doing more and status is related to what
you have or have achieved (money, power) Technology will solve all our our problems GDP measures prosperity
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An Alternative Worldview We’re not matter but energy (waves and particles) The universe is alive, not dead Everything is connected The earth is a living organism – natural law supersedes human
laws All beings are kin and we take only what we need and do so
with respect We prosper through cooperation and collaboration – a process
of give and take Wealth is not about stuff but well-being or “wellth” Status does not come from what you have but from what you
give away.
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The Power of PLACE Each place is unique 13.5 billion years of evolution – cannot be re-created or
replicated A blend of past, present, future Culture = relationships between people and earth Personality not brand Antidote to sameness and commoditization Stimulates all senses Satisfies needs of the whole person: body, mind, spirit and
soul Each place is Sacred – subject of wonder & awe
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From PRODUCT to PLACE
INDIGENOUS PEOPLE ARE THE CUSTODIANS
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HOSTS as AGENTS OF TRANSFORMATION TRANSFORM GUESTS
Help guests to switch lenses Engender reciprocity, respect Ignite a sense of wonder & awe
TRANSFORM COMMUNITIES Hosts as agents of change Create Places that CARE
ROLE OF INDIGENOUS PEOPLES Midwives Guides, Custodians
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Thank You!Anna Pollockwww.slideshare.net/AnnaPwww.conscioustourism.wordpress.comEmail: [email protected]