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E Qwe - Where did we go wrong? #SMC2010

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Luc Galoppin
Luc Galoppin

My 9-min presentation for the 29th International Marketing Congress on 'Return on Relevance', in Ghent, on the 3th and 4th of December 2010.

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E Qwè?!! Where did we go wrong?! @lucgaloppin !
E Qwè! “What’s happening?”! “What’s up?”!
My Early Career Anchors ! Cherry Picking Marketing Insights!
2005:! PowerPoint Change Manager #fails
 Diagnosis:! If you want to be relevant without permission, 
 forget it.!
My Quest For Relevance ! #1 Go local. Be there. Spend time.! #2 Knowledge is in the community, not in a handbook.! #3 Be a platform! ! #4 Work WITH Tribes, Not against them.! #5 Ask “Why?” and “So what?” often.!
#1 Ask Mom & Dad ! Dad! me! Go local. Be there. Spend time.  
#2 Photocopier Anthropology ! Knowledge is in the community  
#3 LinkedIn Overdose ! Be a Platform  
#4 Military Mindset ! Malik Maj. 
 Noorafzhal, Jim Gant! tribal leader! INFLUENCE WITHOUT AUTHORITY! Work WITH tribes, not against them  
#5 Learn From Children ! #1 WHY?! #2 SO WHAT?! Ask “Why?” and “So what?” often  
My Quest For Relevance … ! #1 Go local. Be there. Spend time.! #2 Knowledge is in the community, not in a handbook.! #3 Be a platform! ! #4 Work WITH Tribes, Not against them.! #5 Ask “Why?” and “So what?” often.! … turns out to be all about permission! !
Relevancy ! = ! co-creation!
E Qwè! = ! 1. What about you?! 2. Find your E Qwè!

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E Qwe - Where did we go wrong? #SMC2010

  • 1. E Qwè?!! Where did we go wrong?! @lucgaloppin !
  • 3. My Early Career Anchors ! Cherry Picking Marketing Insights!
  • 4. 2005:! PowerPoint Change Manager #fails
 Diagnosis:! If you want to be relevant without permission, 
 forget it.!
  • 5. My Quest For Relevance ! #1 Go local. Be there. Spend time.! #2 Knowledge is in the community, not in a handbook.! #3 Be a platform! ! #4 Work WITH Tribes, Not against them.! #5 Ask “Why?” and “So what?” often.!
  • 6. #1 Ask Mom & Dad ! Dad! me! Go local. Be there. Spend time.  
  • 7. #2 Photocopier Anthropology ! Knowledge is in the community  
  • 8. #3 LinkedIn Overdose ! Be a Platform  
  • 9. #4 Military Mindset ! Malik Maj. 
 Noorafzhal, Jim Gant! tribal leader! INFLUENCE WITHOUT AUTHORITY! Work WITH tribes, not against them  
  • 10. #5 Learn From Children ! #1 WHY?! #2 SO WHAT?! Ask “Why?” and “So what?” often  
  • 11. My Quest For Relevance … ! #1 Go local. Be there. Spend time.! #2 Knowledge is in the community, not in a handbook.! #3 Be a platform! ! #4 Work WITH Tribes, Not against them.! #5 Ask “Why?” and “So what?” often.! … turns out to be all about permission! !
  • 12. Relevancy ! = ! co-creation!
  • 13. E Qwè! = ! 1. What about you?! 2. Find your E Qwè!