Keynote presentation at Riga Business School Annual Networking Dinner, April 6, 2017 @ Latvian National Library

1. Growing Wisely
Zigurds Zaķis
@zz_zigurds
Rīga, 6/04/2017
Keynote presentation at Riga Business School (RBS/RBI) annual Networking Dinner, 2017

2. @zz_zigurds
56.25%RBI/RBS
zz

3. @zz_zigurds
Culture,
Media,
Creativity
Strategy
Strategic Planner / Account Planner / Strategist
Customer and Society
Economy
and
Business
Technology, tools, opportunities
Directing, Inspiring and Evolving
Creative Work

4. @zz_zigurds
Strategist
CEO, CFO, COO, CIO
Marketing Director
Brand Manager
Head of Coroporate
Communication
=

5. @zz_zigurds
A B
The role of communication
What do they
DO today? Why?
How do we
change their behavior?
Changing behavior
of person, group, society
What do we
want them to DO?

6. @zz_zigurds
Growth = Change

7. @zz_zigurds
How do we grow?

8. @zz_zigurds
● Our own ● Our craft ● Our company ● Our industry ● Clients ● Latvia ● Europe ● World ●
Changing with the time?
Predicting future?
Building the future

9. @zz_zigurds
You change the story
people tell themselves about the future
they will live in!”
Brian David Johnson,
INTEL, futurist
How do you change the future?

10. @zz_zigurds

11. @zz_zigurds
Estonia
("Brand Estonia")Countries 2007-2017
Significant, most successful change of
positioning (strategic story):
e-stonia

12. @zz_zigurds

13. @zz_zigurds
“Designer (Business Leader, Marketer)
is master storyteller whose skill is measured
by his or her ability to craft a compelling,
consistent and believable story (narrative)”
“Change by Design”
Tim Brown, IDEO
!

14. @zz_zigurds
Compelling,
consistent
and believable
strategic story (narrative)
!

15. @zz_zigurds
Communication Strategy
Strategic Communication
not just
but

16. @zz_zigurds
Why stories?

17. @zz_zigurds
Articulate aspirations and expectations
Provide direction
Make us feel safer
Motivate / mobilize / recruit
Are key to changing collective action
Stories:
Essentially, a story expresses how and why life changes

18. @zz_zigurds
Where strategic stories come form?

19. Rethinking
the Past
Reimagining
Future Possibilities
Reconsidering
Present Concerns
Creating Strategic Narratives

20. @zz_zigurds
Focusing on people and society,
rather than us.
Insights. New perspectives.
Designing value.
Doing things.
Sources
of strategic
stories:

21. @zz_zigurds
The role of strategist (leader)
is to design conditions that creates
better opportunities (conversations)
to re-imagine our future
better
conversations
Better
future
starts with

22. @zz_zigurds
How do we grow wisely?

23. @zz_zigurds
Systemic
view
Having bigger picture.
Digging deeper.
Having systemic view.
Focusing on WHY?
Creating change.

24. @zz_zigurds
What is the key to wise growth?

25. @zz_zigurds
You!

26. @zz_zigurds
1. People
2. Society
3. Culture
4. Politics
5. Ethics
6. Economics & Logistics
7. Organization
8. Administration
9. Information and Intelligence
10. Strategic Theory and Doctrines
11. Technology
12. Operations
13. Command
14. Geography
15. Friction, Chance, Uncertainty
16. Adwersary
17. Time
17competences
of strategist
via Lawrence Friedman "Strategy. The History"

27. @zz_zigurds
Knowledge & Models
Case studies
and history Practice
Tools
Theory, Mental Models, Applications
Trial and error, learning,
experience
Digital, Analogue, Physical, Mental

28. @zz_zigurds

29. @zz_zigurds
Personal professional growth
is a non-negotiable
minimum standard
and the key to growth
=David Maister=
"True Professionalism"
Professional Services Firms (PSF)

30. @zz_zigurds
There are NO shortcuts. There never will be.

31. @zz_zigurds
"Reading is for
awesome people"
! Imagination ! Empathy ! Insights ! Mental Models ! Theory !
=Faris Yakob=
YOU (!)
have to do
the homework

32. @zz_zigurds
based on
= Hegarty on Advertising =
Creativity (business) is expression of self.
Be interesting
and your work will be interesting
+ [zz] Dig deep and your work will be meaningful
+ [zz] Have your own beliefs, theories and stands

33. @zz_zigurds
Stratēģija ● Komunikācija ● Zīmolvedība ● Dizains
Dzeltenā Zemūdene
STUDIJA
tw: @zz_zigurds
blogs: www.ZigurdsZakis.lv