Smartees Summer School: the Consumer-Activated Company

COMPANY

TOWARDS THE

consumer-activated

THE AGE OF

RELEVANCE

#1

DOES THE FUTURE

OF YOUR BUSINESS

DEPEND ON LUCK?

@KRISTOFDEWULF

@KRISTOFDEWULF

WAS MADONNA

JUST LUCKY?

I want to escape the limitations of my

daily routine life and enjoy the activity

of fantasizing about alternative

identities, lives, or positions

Her insight …

@KRISTOFDEWULF

@KRISTOFDEWULF

STEPHEN HAWKING

@KRISTOFDEWULF

@KRISTOFDEWULF

“The consumer is not a

MORON, she is your WIFE.”

DAVID OGILVY

@KRISTOFDEWULF

@KRISTOFDEWULF

“When your EYES are

looking at the company, your

ASS is facing the consumer.”

@KRISTOFDEWULF

@KRISTOFDEWULF

@KRISTOFDEWULF

@KRISTOFDEWULF

IT’S HARD TO

STAND OUT

BRAND USERS KNOW

VERY LITTLE ABOUT YOU

@KRISTOFDEWULF

PERCEPTIONS ARE

NOT STABLE

@KRISTOFDEWULF

50/20 RULE

@KRISTOFDEWULF

CONSUMERS ARE

EMPOWERED

@KRISTOFDEWULF

BB: “These are the rules”

X: “I don’t follow the rules”

Y: “Let’s co-create the rules”

Z: “I create my rules”

JUST LISTENING

IS NOT ENOUGH

@KRISTOFDEWULF

IT IS HARD TO STAND OUT

CONSUMERS DO NOT KNOW MUCH

PERCEPTIONS ARE NOT STABLE

50/20 RULE

CONSUMERS ARE EMPOWERED

JUST LISTENING IS NOT ENOUGH

A BRAVE NEW WORLD

@KRISTOFDEWULF

THE CONSUMER-

ACTIVATED

COMPANY

#2

@KRISTOFDEWULF

COPERNICUS

IS BACK

“There is only one BOSS,

the CUSTOMER.”

SAM WALTON

@KRISTOFDEWULF

@KRISTOFDEWULF

Did you

use your own

brand or product?

@KRISTOFDEWULF

Did you directly

talk to a consumer

about your brand

or product?

@KRISTOFDEWULF

Did you learn

something new

about your market?

@KRISTOFDEWULF

Did you

start a meeting

with a story

on a consumer?

@KRISTOFDEWULF

@KRISTOFDEWULF

What’s your

score?

0

12

3

4

COMPANY

CENTRIC

@KRISTOFDEWULF

CONSUMER

CENTRIC

COMPANY

CENTRIC

@KRISTOFDEWULF

CONSUMER

ACTIVATED

CONSUMER

CENTRIC

COMPANY

CENTRIC

@KRISTOFDEWULF

Co- isn’t short for consumer

@KRISTOFDEWULF

“99.9% of the world’s

SMARTEST people don’t

work for us.”

STIVEN KERESTEGIAN, LEGO

@KRISTOFDEWULF

LEAD

USERSMAKERS

From few lead users to a lot of makers

@KRISTOFDEWULF

@KRISTOFDEWULF

THE CONSUMER-

ACTIVATED

EMPLOYEE

#3

@KRISTOFDEWULF

STIMULATING

IMPACTFUL

CREATIVITY

@KRISTOFDEWULF

SPEEDING UP

INTERNAL CLOCK

@KRISTOFDEWULF

BECOMING

FUTURE PROOF

@KRISTOFDEWULF

1.

@KRISTOFDEWULF

YOU ARE NOT

YOUR CONSUMER

@KRISTOFDEWULF

SPEND TIME WITH

PROBLEMS

DEVELOP DAILY

RITUALS

@KRISTOFDEWULF

1 2 3 4 5 6

7 8 9 10 11 12

13 14 15 16 17 18

19 20 21

@KRISTOFDEWULF

@KRISTOFDEWULF

ONGOING DIALOGUE

WITH BUS USERS

@KRISTOFDEWULF

2.LOOK AT THE WORLD

LIKE A TRAVELER

現場@KRISTOFDEWULF

@KRISTOFDEWULF

IKEA

EFFECT

@KRISTOFDEWULF

3.KEEP QUESTIONING

WHY WHY WHY

@KRISTOFDEWULF

WHAT EXPLAINS

DYSON’S SUCCESS?

Aha!

@KRISTOFDEWULF

4.ZOOM OUT

TO SEE MORE

@KRISTOFDEWULF

@KRISTOFDEWULF

WHAT MADE THE

BEETLE A SUCCESS?

@KRISTOFDEWULF

THE POWER OF

EMOTIONAL SWEAT

@KRISTOFDEWULF

DISCONNECT

TO REFLECT

5.SHOW EACH OTHER

THE WAY

@KRISTOFDEWULF

@KRISTOFDEWULF

LET MY PEOPLE

GO SURFING

@KRISTOFDEWULF

CONSUMER

HAPPINESS CULTURE

@KRISTOFDEWULF

YOU ARE NOT YOUR CONSUMER

THINK LIKE A TRAVELER

WHY? WHY? WHY?

ZOOM OUT TO SEE MORE

SHOW EACH OTHER THE WAY

THE CONSUMER-ACTIVATED EMPLOYEE

@KRISTOFDEWULF

INSIGHT ACTIVATION STUDIO

@KRISTOFDEWULF

Ready It starts with you.

@KRISTOFDEWULF

Set It’s a marathon. Not a sprint.

@KRISTOFDEWULF

Go The world is your playground.

@KRISTOFDEWULF

LET’S GO

TO THE Q&A