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Introduction
Disruption is a peculiar word. Some perceive it as rather
negative in the traditional dictionary definition of ‘throwing
into confusion or disorder’, in marketing reality it’s often
confused with plain ‘interruption’, Silicon Valley labels almost
every innovation as ‘disruptive’, and futurists proclaim a
whole new ‘age of disruption’ for us to come.
First there were millions, thousands, hundreds of years for adaption to change.
* Malcom Gladwell in an interview on his book “David and Goliath: Underdogs, Misfits, and the Art of Battling Giants”
In other words:
Wait a minute...
*
* The fine print:
The distinction, the one that people constantly
miss, is that real disruption is almost impossible to
see until it’s too late, because the technology or
business is so different from what already exists.
www.wk.com/incubator
Early digital marketing evangelist, Joseph Jaffe, has
built a whole new agency model around this:
www.startupsforbrands.com
Growth Hacking?
Growth Hackers are a hybrid of marketer and coder.
They have a mindset of data, creativity, and curiosity.
Growth hackers build the
product's potential growth,
including user acquisition,
on-boarding, monetization,
retention, and virality, into
the product itself.
“Are the foundations of
the ad industry being dis-
rupted the same way that
the start-up world was?
I think the answer is
clearly “yes.”
Where
is your
team?
Heinemann
Episode with Gerald
Flagship Store Opening
In 2005, my business partner and I had a disruptive moment of enlightenment: There were
no advertising matches in the country yet! So we founded our first South African start-up
and provided the hospitality industry with branded matchboxes and bookmatches...
After 3 years of igniting restaurants, bars and
hotels one by one, we had a decent list of some
of the most renowned clients in SA to show off.
Next
Adapt or die.
The following images are from Jimmy Nelson’s photographic journey on endangered tribes: “Before they pass away” - www.beforetheypass.com
It’s not just a threat!
Take the opportunity to invent the unexpected.
Refine your competitive
Constantly challenge your status quo and create a
edge.
captivating narrative for your tribe.
No gurus required.
A disruptive mindset needs to be internalized by all members of
your business ecosystem, not only by a Chief Disruption Officer.
So what do you expect
of your creatives today?
Big ideas, engaging
crossmedia orchestration,
relevant content, successful
conversion strategies,
and the like?
Expect more.
We need a broader understanding of creativity in today’s economy.
Creative Entrepreneurial
Expertise Spirit
Disruptive
Mindset
And keep in mind:
“We are still very much in the ideas business. Despite how much
more sophisticated the algorithms get at search, contextual and
behavioral ad serving, advertising still has to move you.”
Alan Schulman,Vice President and CCO of North America’s largest digital agency,
SapientNitro, NY. Harvard Business Review Insight Center: “The Future of Advertising”
Thank you.
Find me on:
fiehn.thomas@gmail.com