17. The
Vitruvian
Man
is
a
drawing
created
by
Leonardo
around
1490.
It
is
accompanied
by
notes
on
proporDons
based
on
the
work
of
the
ancient
Roman
architect
Vitruvius.
The
image
epitomizes
the
blend
of
art
and
science
during
the
renaissance.
18.
19. Renaissance
Man
A
person
whose
experDse
spans
a
significant
number
of
different
subject
areas;
such
a
person
excels
at
mulDple
fields
of
arts
and
sciences,
and
draws
on
complex
bodies
of
knowledge
to
solve
specific
problems.
21. Renaissance
Brand
A
brand
with
experDse
that
spans
a
significant
number
of
different
subject
areas;
such
a
brand
excels
at
mulDple
fields
of
arts
and
sciences,
and
draws
on
complex
bodies
of
knowledge
to
create
context
in
people’s
lives.
34. Business
objecDves
Consumer
behavior
&
needs
Digital/tech
assets
A
strategy
that
combines
3
vectors,
incorporaDng
business
and
tech
to
deliver
superior
consumer
experiences
(=
contexts)
36. It’s
strategy
for
a
digital
world
There’s
a
difference.
Offline/physical
businesses
that
build
a
“digital”
strategy
get
blindsided
by
companies
that
simply
think
digitally
(e.g.,
because
they
are
naDve
to
it)
–
see
Best
Buy
vs.
Amazon.
41. Network
power
P2P
Data
&
big
data
Free
or
“free”
Beta
So#ware
layer
Private
vs.
public
Google
economy
Real-‐Dme
Let’s
look
at
soJware
layer.
A
soJware
layer
consists
of
the
technological
interfaces
used
to
interact
with
the
product
or
service,
whether
by
consumers,
businesses,
applicaDons
or
other
devices
(APIs,
machine
to
machine
communicaDons/
Internet
of
Things,
data
collecDon
and
analysis
etc.)
42. Nike + Apple
Nike, Apple unite to create Nike+iPod
May 24, 2006
Nike and Apple said Tuesday they have formed a
partnership to create a line of Nike+iPod products.
The first product will be the Nike+iPod Sport Kit, a wireless system that
allows Nike+ footwear to communicate with iPods via an in-shoe sensor
and a receiver that attaches to an iPod. The Sport Kit will provide users with
information on time, distance, calories burned and pace, which is stored in
and displayed on the iPod screen; real-time audible feedback also is provided
through headphones. Accessories will enable consumers to access
iTunes.
…The Kit is expected to be available… for a suggested retail price of $29.
The new Nike+ Air Zoom Moire is the first footwear designed to talk to an iPod.
Nike plans to make many of its leading footwear styles Nike+ ready,
connecting millions of consumers to the Nike+iPod experience.
“We’re working with Nike to take music and sport to a new level,” Steve Jobs,
Apple’s CEO, said in a statement. “The result is like having a personal coach
or training partner motivating you every step of your workout.”
Who thought a shoe could interact with the world? With you?
57. Jean-‐Mar1n
Charcot
(1825
–
1893)
was
a
French
neurologist
and
professor
of
anatomical
pathology.
He
is
known
as
"the
founder
of
modern
neurology"
and
is
"associated
with
at
least
15
medical
eponyms",
including
Charcot-‐Marie-‐Tooth
disease
and
amyotrophic
lateral
sclerosis.
Charcot
has
been
referred
to
as
"one
of
the
world's
pioneers
of
neurology".
58. In
one
of
his
research
sessions,
Charcot
hypnoDzed
a
paDent,
gave
her
an
umbrella
and
asked
her
to
open
it.
When
released
from
her
hypnosis,
she
was
surprised
to
find
that
she
was
holding
an
open
umbrella.
At
that
moment
Charcot
asked
her
why
is
it
that
she’s
holding
an
open
umbrella
when
they
are
indoors.
The
woman
looked
confused;
she
looked
at
the
ceiling
and
replied:
because
it
was
raining.
59. 95%
95%
of
the
Dme
we
act
unconsciously,
unaware
of
the
reasons
for
our
acDons.
It’s
(almost)
all
in
the
sub-‐conscious.
There,
in
the
depths
of
our
mind,
are
hidden
thoughts,
formed
out
of
complex
connecDons
of
memories,
beliefs,
insDncts
and
intuiDons.
In
many
cases,
decisions
are
formed
long
before
they
float
and
rise
to
our
conscious
mind,
where
they
are
“polished”;
where
a
primordial
decision
is
given
a
raDonal
coaDng.
The
reason
we
chose
this
minivan
or
that
family
car
is
much
more
primiDve
that
the
most
recent
consumer
reports
ranking.
But,
since
we
are
highly
developed
beings,
we
convince
ourselves
that
our
choices
are
much
more
raDonal
that
that
of
a
lizard’s
brain.
62. Thinking
fast,
thinking
slow
System
1
•
•
•
•
•
•
Always
alert
Aims
for
easy,
quick,
not-‐necessarily
raDonal
conclusions
Relies
on
intuiDon,
stereotypes,
generalizaDons
OJen
uses
heurisDcs
and
thumb-‐
rules
Shallow
and
oJen
mistaken
Tackles
“comfort
zone”
quesDons
instead
of
dedicaDng
energy
to
search
for
answers
System
2
•
•
•
•
Slow,
very
lazy
Excels
at
raDonal
thinking,
but
lengthy
sessions
require
a
heavy
mental
load
Its
logic
is
much
more
accurate
than
System
1’s,
thus
mistakes
are
fewer
Even
though
System
2
is
the
one
responsible
for
decision
making,
it
will
oJen
Dmes
accept
System
1’s
quick-‐draw
and
mistake-‐prone
judgement
63. A
majority
of
the
mistakes
we
make
are
a
direct
result
of
blind
faith
in
our
“intuiDon”
(System
1);
this
belief
is
present
even
in
situaDons
in
which
the
right
decision
is
simply
to
force
ourselves
“to
think
it
over”
(i.e.,
put
System
2
into
acDon)
66. “It’s
not
the
consumers’
job
to
know
what
they
want”
67. “People
don’t
know
what
they
want
unDl
you
show
it
to
them.
That’s
why
I
never
rely
on
market
research.
Our
task
is
to
read
things
that
are
not
yet
on
the
page”
75. In
the
spring
of
89,
NBC
were
happy
to
discover
they
had
a
new
hit
sitcom:
in
research,
viewers
loved
“Sister
Kate”,
which
revolved
around
a
nun
who
adopts
a
group
of
orphans.
The
audience
was
much
less
enthusiasDc
about
another
comedy
series,
the
pilot
of
which
was
aired
on
July
1989
and
then
shelved.
The
nun
and
here
orphans
survived
for
18
episodes
–
and
yes,
that’s
Jason
Priestley
down
on
the
right.
A
year
later,
NBC
took
the
other
sitcom
off
its
shelves,
and
the
rest
is
history.
76. Viewer
tesDng
in
1989
was
almost
responsible
or
Seinfeld
being
thrown
into
history’s
dumpster.
The
overall
score
was:
“Weak”.
Some
of
the
comments:
“You
can't
get
too
excited
about
two
guys
going
to
the
laundromat";
"Jerry's
loser
friend
George
is
not
a
forceful
character";
"Jerry
needs
a
stronger
supporDng
cast";
and
"Why
are
they
interrupDng
the
stand-‐up
for
these
stupid
stories?”;
the
show
was
is
"too
Jewish”;
the
show
is
“too
New
York”.
77. Responses
to
the
iPod
at
launch
were
negaDve
as
well:
“Who
cares
about
a
stupid
mp3
player?”,
“This
won’t
sell.
It’ll
die
quickly.
It
lacks
funcDonality”,
“Jobs
is
out
of
his
mind
if
he
thinks
this
will
be
a
hit”
78. In
consumer
tesDng
before
the
launch
of
Red
Bull
the
researchers
commented
that
“never
has
a
product
received
such
negaDve
responses
from
consumers”.
The
look,
the
taste
and
the
feeling
in
the
mouth
were
all
defined
as
“disgusDng”,
and
the
idea
that
the
drink
vitalizes
the
body
and
the
mind
was
not
helpful
in
convincing
consumers
that
the
taste
is
bearable.
Today
it
sells
$3Bn
per
year
and
founder
Dietrich
Mateschitz
is
one
of
the
richest
men
in
Europe.
79. People
will
(almost
always)
cite
price
as
the
most
important
decision
criteria
80.
81.
82. Think
how
oJen
we
outsource
decision
making
to
consumers
103. Culture
in
a
broad
sense:
from
music,
books,
cinema
and
art,
through
sports
and
fashion,
to
cultural
heroes
of
different
kinds,
to
norms
and
taboos.
109. Environmental
studies
Economics
History
A
Renaissance
Brand
needs
to
know
numerous
other
disciplines
Physics
Entrepreneurship
MathemaDcs
EducaDon
Law
114. The
observer
effect
Measurements
of
certain
systems
cannot
be
made
without
affecDng
the
systems.
Same
with
consumers
–
the
very
act
of
observing
them
changes
their
behavior.
115. nd
Law
Newton’s
2
Newton’s
2nd
Law.
Force
=
Mass*AcceleraDon.
The
larger
mass
you
have,
the
more
effort/force
required
to
change
course.
Same
with
brands
and
posiDoning.
116. Lest
we
forget…
You
need
to
know
MARKETING,
as
well.
4
principals
to
remember
117. 1.
Consumers
idenDfy
a
business
–
a
company
–
with
a
brand;
they
don’t
separate
the
two
–
why
do
businesses
do
it
then?
118. Case
in
point:
many
of
the
world’s
most
admired
employers
are
also
happen
to
be
the
world’s
strongest
brands
119. 2.
MarkeDng
is
everything/EVERYTHING
is
markeDng.
Org’s
that
don’t
get
it
end
up
in
such
cartoons.
133. OpDmist
=
one
who
believes
that
any
problem
that
does
not
contradict
the
laws
of
physics
can
be
solved
A
nice,
intriguing
definiDon
of
opDmism
–
not
merely
“people
with
a
hopeful
view
of
the
future”.
Based
on
David
Deutsch,
The
Beginning
of
Infinity
