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Disruptive Thinking

Jason's talk from AMI SA Breakfast March 31

"Disruptive thinking has been, and will increasingly be, critical in solving marketing and strategic challenges and guiding growth, particularly in the digital space.
Using dynamic case studies, Martin Read of Deloitte and Jason Dunstone of Square Holes will discuss and debate hot topics such as why thinking disruptively is so important and how to do it successfully.
Old thinking doesn't cut any more following the GFC in light of the bumpy economic road ahead and the transforming consumer and digital landscape.

Attend this breakfast to:
>> Hear about what disruptive thinking is and why you should care
>> Consider why disruptive thinking and digital disruption are critical factors for marketers
>> Learn to think disruptively in times of high pressure and high expectations
>> Gain a new approach to disruptive strategy using high profile examples and case studies
>> Understand diverse industry sector digital disruption hot spots from the consumers' perspective
>> Navigate into the new world of disruptive thinking with confidence and success"

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Disruptive Thinking

  1. 1. Jason Dunstone
 MD Square Holes and Consumer Researcher
  2. 2. Four disruptive thinkers Eric MigicovskyMark ZuckerbergHenry FordSteve Jobs
  3. 3. “Trying to get back to the basics of great products, great marketing, and great distribution.” “Apple has drifted away from doing the basics really well.” “Our customers want to know who is Apple, and what is it we stand for, where do we fit in this world? And what we’re about isn’t making boxes for people to get their jobs done (although we do that well, we do that better than almost anybody in some cases). But Apple is about something more than that. Apple at the core, it’s core value, is that, we believe, that people with passion, can change the world for the better.” 1997 Steve Jobs on 'Think Different'
  4. 4. Creators Itch Scratchers Pattern followers Visionaries Customer Focused Disruptivethinkers
  5. 5. “Right now, with social networks and other tools on the Internet, all of these 500 million people have a way to say what they're thinking and have their voice be heard.” 
 Mark Zuckerberg
  6. 6. No brand is an island, it sits within a broader context
  7. 7. Broader Context Aligned categories Direct ‘competitors’ Brand Product “How can you make my life better, easier …?” “How do these products make my life better, easier …?” Red Ocean Blue Ocean
  8. 8. Focus on your product value and strategy.
 Don’t get scared or distracted by competitors! Eric Migicovsky Steve Jobs 20152015 Tim Cook 2012
  9. 9. Demographics Passions Aspirations Category Interactions Experiences Frustrations Communications Brand Opportunities Disruptive Thinking! Value Life Product Growth
  10. 10. “Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”
 Tim Brown, president and CEO IDEO An approach to disruptive thinking…
  11. 11. Do marketers own 
 disruptive thinking?
  12. 12. Generally not, but opportunity and even permission to be
  13. 13. Brand ambassador Consumer ambassador 1 2 1 2 1
  14. 14. Jason Dunstone Square Holes Twitter LinkenIn Email