R ecipe for S uccess - what they don’t teach you at the Business School Jørn W.Phigalt CEO – ITM Europe Baltic IT&T 2007, Riga, Latvia The Brain.
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RRecipe for ecipe for SSuccessuccess- what they don’t teach you at the Business School- what they don’t teach you at the Business School
Jørn W.PhigaltJørn W.PhigaltCEO – ITM Europe
Baltic IT&T 2007, Riga, LatviaBaltic IT&T 2007, Riga, Latvia
The BrainThe Brain
ITM Europe Baltic IT&T 2007Baltic IT&T 2007 Riga, LatviaRiga, Latvia
……66 years ago… years ago…
GGlobal lobal MMarketingarketing
SSelling/elling/BBuyinguying
BBranding randing
ITM Europe Baltic IT&T 2007Baltic IT&T 2007 Riga, LatviaRiga, Latvia
GGlobal Marketing – lobal Marketing – SSelling/elling/BBuying - uying - BBranding randing
DeliberateDeliberateThinkingThinking
Un- or SubconsciousUn- or SubconsciousBrain PowerBrain Power
Previous experience – accumulated knowledge – episodesPrevious experience – accumulated knowledge – episodes
• Reactions• Spine activities• Rational combinations
• Right now
• Logic thoughts and decisive actions• Consequence of here-and-now• Wisdom – Intelligence – Usability
• Past – NOW - Future
This part of the Brain (Mind) is inspired by a problem or episodeand it works on habits, experiences and attitude
BUT IT TAKES NO CONSEQUENCESit reports therefore here-and-now and gives you ‘Best Practice’
The brain can be divided into three parts: the forebrain - midbrain and hindbrain - the forebrain includes the several lobes of the cerebral cortex that control higher functions, while the mid- and hindbrain are more involved with unconscious, autonomic functions
ITM Europe Baltic IT&T 2007Baltic IT&T 2007 Riga, LatviaRiga, Latvia
PProcess for Market Penetration…rocess for Market Penetration…
ImageImageExperienceExperience
MarketingMarketingactivitiesactivities
Sales processSales process
DeliveryDeliveryof Serviceof Service
• Awareness of the selection of options• Limitations
• Country Identity • Articles and stories in news
• TV and media• Living
• Job trailers
• Attracting Customers• Magazine articles
• Broadcasting messages• Conferences and seminars
• Exhibition participation• Advertisements
• Networking• Decisive promotion
• Single customer identification• Sales material/Brochures• Contact methodology• Confirmations• Sales Presentations• Terms & Conditions• Price level• Contracts and legal issues
• Argumentation• Sales Techniques
• Confirmations, plans, time and schedules• Products & Services equal Image Profile• Delivery equal to sales activities• Material equal to marketing• EXPECTATION MANAGEMENT
Use ofUse ofServiceService
ITM Europe Baltic IT&T 2007Baltic IT&T 2007 Riga, LatviaRiga, Latvia
IInfluence on your BRAIN…nfluence on your BRAIN…
ImageImageExperienceExperience
MarketingMarketingactivitiesactivities
Sales processSales process
DeliveryDeliveryof Serviceof Service
Use ofUse ofServiceService
DeliberateDeliberateThinkingThinking
YES/NOYES/NO
YES/NOYES/NO
YES/NOYES/NO
YES/NOYES/NO
YES/NOYES/NO
ITM Europe Baltic IT&T 2007Baltic IT&T 2007 Riga, LatviaRiga, Latvia
PProduct roduct MMarketing arketing and/or Brandingand/or Branding
Product Marketing life cycles
Deliberately ThinkingDeliberately Thinking- Evaluating- Evaluating- Testing- Testing- Comparing- Comparing
ITM Europe Baltic IT&T 2007Baltic IT&T 2007 Riga, LatviaRiga, Latvia
IInfluence on your BRAIN…nfluence on your BRAIN…
ImageImageExperienceExperience
MarketingMarketingactivitiesactivities
Sales processSales process
DeliveryDeliveryof Serviceof Service
Use ofUse ofServiceService
Experienced based Re-thinkingExperienced based Re-thinking
- the more customers - the more companies - the more solutions - the more staff - the more satisfaction - the more activities
ITM Europe Baltic IT&T 2007Baltic IT&T 2007 Riga, LatviaRiga, Latvia
Product Marketing and/orProduct Marketing and/or BBrandingranding
Branding life cycles
Experienced based Re-thinkingExperienced based Re-thinking- Previous experience & habits- Previous experience & habits
- Accumulated knowledge- Accumulated knowledge- Best Business Practice - Best Business Practice
– – EpisodesEpisodes
ITM Europe Baltic IT&T 2007Baltic IT&T 2007 Riga, LatviaRiga, Latvia
PProduct roduct MMarketing and/or arketing and/or BBrandingranding
Branding life cyclesProduct Marketing life cycles
Deliberately ThinkingDeliberately Thinking Experienced based Re-thinkingExperienced based Re-thinking
ITM Europe Baltic IT&T 2007Baltic IT&T 2007 Riga, LatviaRiga, Latvia
Some trends that drives the human brain…Some trends that drives the human brain…
IIn the knowledge-based economy..n the knowledge-based economy..
A sA shift in the mentality towards more soft valueshift in the mentality towards more soft values– environment, humanitarian aid, family values, testimonials
Direction to involve human aspects moreDirection to involve human aspects more– visible in working relations and cases, user-friendliness
Greater achievements through othersGreater achievements through others– using PartnerShip values, teams and strategic alliances
More security, stability and visible successesMore security, stability and visible successes– focus on visions & perspectives, results and re-use
To have great relations to everyoneTo have great relations to everyone– multiple resources in each operation
The negative wave is on returnThe negative wave is on return– communicate in a positive matter
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