Today there are three different core principles for running a business. Communication is a strategic tool for all of these models, but in completely different ways. What businesses need to do is accept that these different models exist, understand or decide which type of business they are, and then make sure to use the right type of communications portfolio to reach their goals.

2. Until now I found all the new and brilliant ideas to be just fragments, colliding against a better
knowing traditional business model... new ideas have been tested as satellites by the marketing
department, but the business itself has continued with their business as usual. But now, there
are voices shaping a new / next chapter of capitalism, where all these new ideas are merging
together and shaping a completely different way of thinking about business.

7. But, it doesn’t end here..

8. Sharp increases in higher education, standards of living,
social complexity, and longevity over the past century gave
rise to a new desire for individual self-determination: having
control over what matters, having one’s voice heard, and
having social connections on one’s own terms.
- Shoshana Zuboff

11. why do we have these shifts?
then:

12. why do we have these shifts?
now:

14. mmunication is about creating demand
then: co

15. mmunication is about creating culture
now: co

16. personal, long-term communication
companies want

19. The current state of tech, design and
communication in business is based on one
solid fact: that the way we do business
today, is a good way to do business...
But, is it?

23. “I’ve never met a company that understood its customers”

27. HMV and Jessops are both in
administration.
It’s not that people don’t
want to buy things, rather ..
they want more than just
to buy things

28. proof!

29. Culture
proof!
“Whether physically or through connected technologies,
shopping is still best experienced socially”
- PSFK Future of Retail report

30. t of a Belgian supermarket
Unilever, who was kicked ou
to bland has completely
some years ago for being
n outstanding success.
redire cted itself - the result is a

31. Now more than ever..

32. Today there are three different core principles for running a business.
Communication is a strategic tool for all of these models, but in completely
different ways. What businesses need to do is accept that these different models
exist, understand or decide which type of business they are, and then make
sure to use the right type of communications portfolio to reach their goals.