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Great post on Hee-Haw marketing. Comforting to see more are seeing the change..

Please read it!

Here are some great parts out of that post:

 So, the picture should be even clearer. Advertising is dead, but marketing isn’t. We’ve started to adapt to this new environment by doing the only thing we could do, stop advertising, and just embrace the humanity of it all.

Now, we’ve become conversationalists, trying desperately to elicit some response where before we simply ignored it. And that’s a good thing. The implication is that we no longer own it or control it. Now we earn it.

While “targeting” the right consumers is more important than ever, our focus is expanding to trust, to improving the lives of our customers. It’s evidenced when you hear ad:tech attendees like Carver say, “The first question that should be hardwired in our product skulls is how will this help someone do something better, or faster or with more enjoyment…my mom, myself, my friends, etc. If we didn’t believe in our technology and the effort then there would be no enjoyment in bringing an app to market. In the end today’s market and media should be about many levels of choice and the opportunity to participate at whatever level a person finds most rewarding.”

As Harold Mann of Mann Consulting said, “But those that definitely work to improve people’s lives tend to make money more easily. When the money is the byproduct of the work and not the reason for it, it is easier to sustain one’s career.”

Just reading the 8th habit of Stephen R. Covey. What a treasure.. So inline with my thoughts and believes. Finally I can reference to a book 😉

Big difference is that I am not placing primarily individuals in this process of transformation but rather “legal persons” or objects(products, brands).

So many things I wish to share about this book…

Currently I am working on basically a presentation linking it all together( well atleast for me). Wondering if I should share it all openly.. It starts to be, I believe,  a powerful story..

The beauty is that what I am preaching I need to practice..

Arghh end of the week it is online…

Dear reader,

My proposal for a ChangeThis Manifesto was approved. Currently my proposal is up for voting. When I have enough votes(I have no idea what enough is) it will be published.

Here is my proposal:

Value Creation: The RIGHT way

19-March-2007

The coming years competitive advantage for corporations is created purely by right brain activities: creativity, intuition, emotion, communication and a holistic view of the world. This manifesto is about releasing the strength of the right side brain within businesses. It shows ways to create new value in an emotional driven world. This manifesto has the ambition to support companies to reach their true potential. Not through growth but through self actualization. “A company at best can be itself”

Thanks for voting for this manifesto!

Been busy working on a model for value creation. Nowhere have I found a model that I truely believe. Most of the current models about competitive advantage, blue oceans and innovations have a left brain way of solving the problem. It is often based on rational decisions, cause and effect, schematics and matrices. Well we have a right brain problem..and we try to solve it with left brain answers..

So after some investigations in how the brain works and how people self actualize I tried to create a wheel that seems more balanced between right and left brain activities and internal and external activities. The current model is 3/4 right brain and 1/4 only left brain. Alot more in balance to operate in this holistic, creative, emotional and communicative age. Hard to sell that 3/4 of the time people in your company are not productive in the traditional sense?

Something I am confident to share is that the first phase of the wheel is what I call “Imagine Intuition”. In this phase you create your wish, belief or challenge. This basically changes your perception. This is in my opinion the biggest achievement of the whole creation cycle. Many companies describe their goals through cause and effect( 10% more sales than last year, higher penetration in..) or they create a very functional mission(making the best shoes). BAM..There it just went wrong.. It doesn’t change your perception. How difficult is it to change if your perception of yourself in a larger context did not change. Therefore impossible to self actualize..(right?) Let go of your current situation. David Wolfe of Ageless Marketing wrote this about corporate selfactualization: “Maslow would view FoEs(Firms of Endearments) as having reached the organizational equivalent of self-actualization. To reach that level in human life requires “letting go” of the ego. With ego in recession, a person’s worldview changes from self-centeredness to others-centeredness. This doesn’t mean the sacrifice of one’s self-interest. Self-interest is all the better served at the highest levels of maturity. This is true of companies as well as human beings.”

So what I preach in the first step of the wheel is to wish, believe or challenge yourself. Free from form or function. This first step, often ignited by an event, is crucial in the process. Those who fail will describe themselves as” I am a moneymaking machine” those that succeed in this phase describe themself as ” I (wish) to support people in…” for example.

Have trust and let go. Believe that the rest of the creation process will fall into place. A company at best can be what it is.
Soon more on the subject. Any feedback or opinions are more than welcome..

Very inspirational clip with Neil Gerschenfield on TED Talks about Personal (Digital) Fabrication. Especially after 1/3 of the clip when he starts about Digital Fabrication where computer are tools and products are created through code. Talking about FabLabs which are platforms empowering anybody to fabricate..

Basic idea is that anybody can fabricate anything right from home.. Fueling my thought of a new democracy where ALL resources(media, space, production, time) are ‘owned’ by all.

Reshaping production and distribution.

Thanks to Tom van Brunschot.. Powerful documentary(23 parts).. This is the beginning of the doc.. Setting the scene. Reminds me of my post on What Business Am I In?

On the great blog BrandAutopsy I reacted on a blogpost from John about Starbucks. He asked readers to react on how Starbucks should act now(read here the cause of the story). He will compile the answers and a make an e-book out of it. Well here the answer I mailed.

Hi John,

 

Well you challenged me with your question what should Starbucks do. First of all I don’t know Starbucks very well, but the situation Starbucks is in is not unique. Many companies have drifted it away from their original intended experience or mission. The last 20 years businesses and brands have been the center of our society. They were the engine and many their fuel. Our firm belief was businesses(brands) need to grow. Growth is good! It brings us wealth, jobs and power. Times have changed. We are at a changing point. At the end of a consciousness. We understand that “isolated growth” and abundance in choice don’t bring us satisfaction. We are building a new consciousness. One where we divert from products, brands and companies being the beatmasters of our lives. There is a shift in power.

The current movements in media and internet are showing where the world is going. Connected and empowered people are the new centerpiece. Money is not the fuel for this motor.. It is emotions and experiences. Now that people are driving the world. They start repossessing property long lost to again the brands. Property like space(ads), time(ads), production(co-creation) and media(web 2.0). All examples of the consumer having a greater influence on our available resources. These consumers need to be facilitated and served. Like we served the brands and large corporates. Focus needs to be on co-created value.

So how should companies act how’s life have been about production. How can you change if your whole house has been constructed to produce. Here is the real advice!!(better reference me)

  1. Start cutting the company up in to clear functions(production, distribution, innovation, retail)
  2. Resource analysis: Examine where you truly outperform your competition. Examine where you have unique qualities. Access to resources and skills
  3. Ask yourself if you still wish to be active in each function.( We live in a transparent world where only those how are excellent survive)
  4. In your chosen functions start developing a way how you could serve a connected, demanding and involved customer. Open your function. Create platforms to play. Invite customers. Give access to your resources and skills. Teach them, learn them, create together, improve together, market together.

Only those how can facilitate customers to jointly create great experiences will survive.


Power to the people


Raimo van der Klein

Looking forward to an article in HBR about a new role emerging in the Open Innovation Process. See preview below..

In March’s upcoming Harvard Business Review, Professors Mohan Sawhney of Northwestern Unversity and Satish Nambisan of Rensselaer Polytechnic Institute define a valuable emerging role in the open innovation process–what they call an “innovation capitalist.”An IC firm would identify and license ideas and technology from various sources, and sell them to an established companies looking for new and innovative products. Yet it would do more than simply broker the idea between inventor and acquiring company.

The IC would develop prototypes, conduct market research, perform initial branding and packaging–but would stop short of fully developing or commercializing the concept. That would be left to the acquiring company.

The acquiring company pays less than it would for a market-proven product. But it also gets to observe and assess products well past the idea stage, and thus increases its innovation yield.

Product marketing consultants, you have a new job title: Innovation Capitalist.

Contribution Marketing

Contribution Marketing is the activity of focusing on creating intrinsic ‘product’ value with the purpose to contribute to individuals, groups and this planet. The coming years competitive advantage is created purely by right brain activities: creativity, intuition, communication and a holistic view of the world. This blog is about releasing the strength of the right side brain within businesses. It shows ways to create new value in an emotional driven world. This blog has the ambition to support companies to reach their true potential.

Companies applying Contribution Marketing see themselves as a part of society(instead of isolated closed entities) with a clear definition of their role on how to contribute to this society. These companies are not primarily focussed on growth, more profit or marketshare increase. These companies are focussed on creating TRUE(e.g. not aspirational) value to a group and extract sufficient value to be able to keep facilitating their selected group of people.

“Self Actualization is the intrinsic growth of what is already in the organism, or more accurately, of what the organism is.”
Maslow

A COMPANY AT BEST CAN BE ITSELF
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