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.

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


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


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


IInfluence on your BRAIN…nfluence on your BRAIN…






DeliberateDeliberateThinkingThinking

YES/NOYES/NO

YES/NOYES/NO

YES/NOYES/NO

YES/NOYES/NO

YES/NOYES/NO


PProduct roduct MMarketing arketing and/or Brandingand/or Branding

Product Marketing life cycles

Deliberately ThinkingDeliberately Thinking- Evaluating- Evaluating- Testing- Testing- Comparing- Comparing


IInfluence on your BRAIN…nfluence on your BRAIN…






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


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


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


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


… … so so YESYES … …

stillstill

Globalization is a TeamEffort in the Baltic States

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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