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By the clicker that's thank you very
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much for the honour of being here and
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thanks to all my friends for being in
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the audience I a lot of what I'm a talk
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about many the people here who have
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then amazing inspirational partners. Um
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so I'm gonna talk about you know can a
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hundred fifty sure hope company act
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like a startup phenomena attempt to
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convince you that the answers a big
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yes. And by the way if in my American
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way I kind of start talking really fast
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it's okay to just slow me down I get
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that advice all the time. So so here's
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what I thought I would cover that it
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talk about a concept that is very close
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to my operating philosophy I call it
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the the work life advantage. And I
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think that will kind of become clear in
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just a moment when I give you some
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examples on the talk about you know I
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spent a lotta time men terrain and we
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dean younger are leaders in general and
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sleep to manage in a period of
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disruptive change. And I'm not about it
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you of any jean tension as a success
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criterion leadership in this new
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environment I'm going to share or
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something that I recently talked about
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at the nicely investor conference just
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a couple weeks ago I call it the
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innovation try fact there's a number of
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different things that we're pushing
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that I think are all kind of showing
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signs of be more like a startup but are
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also very central to how we grow our
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business an opportunity at necessarily
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and that's the internal innovation the
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extra no innovation. And then what
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we're about to soon announce around
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open innovation and then a few tips
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that's pretty much it to sound okay
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okay let's jump right it already so the
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work live. Um we always talk about work
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life balance but I want you to think
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about the work life advantage because
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in the digital space so much of what
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were doing in our personal lives has
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very unique value to what we're trying
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to do on the business right and for me
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you know having bin in the digital
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space for all of my career it's been a
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very important success criteria don't
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want you to really think about how that
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can work to your advantage so you know
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as you can see I'm I'm pretty obsessed
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with digitally kind of pervades my life
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these are you know the the the fire
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hydrant kinda describes my job you know
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trying to keep up with the digital
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world is like trick you know the fire
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hydrant but I do a lot of things in my
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personal life. I you know and get this
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kinda gives you a sense of like what's
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on the the the latest snapshot of my
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you know my mobile phone. And you can
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see that I'm a pretty active content
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greater you know I really like all of
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the different channels you know from
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zap chat to you to to you know face
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book of course modified alike and all
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of these are teaching you something
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really valuable lessons about how to
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get ahead in this S yes some of them
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have the risk of distraction. But the
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world that were working in about trying
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to reach consumers across the
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fragmented landscape presents a lotta
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challenges we have a need to dig in
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ourselves now we can give an example of
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one of my favourite phrases it nicely
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is trust your inner consumer and
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sometimes when folks get overly acted
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and mac or wanna for a lot of numbers
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have me I try to read balance by
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encouraging them to trust your consumer
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so he here's a really good example so
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I've been in Switzerland about five
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years well over five years. And I had
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some amazing experiences and I've
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learned a lot about what clicks and
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what does it just based on my own
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social me activity so for example I
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have learned that you know if I have a
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photo that I post on face book. Um and
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it has a swiss icon behind it like the
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matter horn that's probably worth you
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know hundred likes. Um if I add a
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little kid it's easily another hundred
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likes on top of that and if you add the
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dog you know you're probably adding
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another fifty likes of also learn if
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you add dad you have this abstract
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about a hundred likes to the effects.
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But my but the point is that the you
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learn a lot by doing test tomorrow and
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and your personal life and I'm what I'm
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constantly challenge to do it nicely
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you know we have two thousand brands
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three thousand only media properties
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we're trying to figure out what rising
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gauge meant and you know we obviously
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need to apply traditional research
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methods but we also need look like a
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lot of common sense and I use a lot of
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the the personal experience as a
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reference point maybe sometimes as a
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confidence boost. Um you know can work
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and of course we're now moving into
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marketing world that's heavily orient
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around visual communication small
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screen visual communication. Um now I
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wanted to make a confession about a my
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first brandy an experience for those
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things when I first got the nest in
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semester I'm like oh my gosh I tell
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people this I'm probably gonna get
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fired they're gonna think it's so crazy
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but I've always loved business since I
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was a kid my first business I actually
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sold avocados at the age of fifteen in
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southern California but my first real
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real business for a lot about branding
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I was an undergraduate at the
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university of California santa Cruz and
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I helped design the logo for are very
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the cure your if not iconoclastic mouse
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got a banana slug and the design was so
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popular I kind of help pay my way
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through college my first trip to
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europe. And well I was getting deep in
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student get in my first year at a
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Harvard business school I got a call
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from the university who told me that
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there is a director that wanted to use
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my teacher for a film it turned out to
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be quite carotene known you wanted to
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put it on john travolta and half in and
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a portion of like pulp fiction. And it
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was an interesting the polyphony for me
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because I was a a first your business
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school student kind of panic that I was
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probably gonna flunk out. And didn't
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have a lot of time to manage all these
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media queries that we're suddenly
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coming to me. So I decided to create a
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website called you know slow well it's
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like that dot com in this is back in
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nineteen ninety four now I should have
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called the Amazon five been really
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smart but but we would kind of put the
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information about the business and you
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know we moved a decent amount the short
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sales online but I learned a lot you
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know we all have our awakenings are
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tiffany's and this was one of the ones
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I was like oh my gosh the internet is a
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really big idea you know I could
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actually visualise my brand in this is
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this is right around the time that the
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mosaic browser first came out you know
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mark entries and and it really inspired
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a lot of my thinking and and and still
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to this day because the space continues
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to unfold I think when when mark soccer
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Burke says where only one or two
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percent complete I really believe that
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I think there's still a incredible
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innovation curve and for those of you
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that feel like you've been late too
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late or maybe too early for some
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marriages know that there's still a lot
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of opportunity on my other big Epiphany
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was I'm kind of obsessed with feedback
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and I was a Proctor and gamble for
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about you know let the first digital
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marketing team at Proctor relatively
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young age and which should give all
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this Compton it's never never be and
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never be I you know never be afraid to
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write the memo what always help me was
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just you know right in the memo saying
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if you're ready for someone to lead in
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the digital space read. And people do
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remember that and I was very fortunate
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and we we made a lot of progress in a
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shorter period time but the reason why
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left is that I I had another Epiphany
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which was that the internet was
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fundamentally about feedback loops. And
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we see social media this is back in two
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thousand but this notion of consumers
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sharing their opinion positive or
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negative and so I you know left Proctor
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at a time when the market was
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incredibly generous to entrepreneurs.
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And raised a bunch of venture money for
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a company called planet feedback dot
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com and was kind of one of the first
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early social media sites where we
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empower consumers to give to send
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letters you know positive or negative
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to companies and then we kind of
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analyse that data we sold about the
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companies in the early days companies
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didn't like us but then they realise it
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was actually there's a massive amount
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of value because what we were basically
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saying is that feedback is currency for
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relationship marketing something that I
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think most companies today understand
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and embrace and then the other thing
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that was a big ah ha for me is that
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there are very predictable talk drivers
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they get people to talk positively or
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negatively about companies. So we
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process like you know millions of
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pieces of feedback. Um one of the
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things we learned in the fast food
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industry was that the biggest negative
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talk driver was hygiene. So the
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bathrooms were grows everybody talked
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about it on the internet on in the
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retail industry it was a training of
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employees. So if your employees were
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well trained you got all sorts of word
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of mouth multiples in the wireless
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industry does anybody have any idea
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what would be the biggest talk driver
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it was a coverage close it was billing
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if you mess with people's money they go
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crazy they tell everyone. And this is
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something that I you know with a big a
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begins that we ended up the the
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business model kind of morphed in the
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vault and ultimately after a merger we
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sold it to Nielsen which was a very
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interesting experience for me but it
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kind of left with me this this passion
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around social media in feedback loops
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and understanding like what are the top
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drivers like what is it you know why do
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people talk positively or negatively
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about nicely sometimes it I like the ad
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and now I'm gonna share it onto later
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but a lot of times it's things like how
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well the product performs the customer
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service and this is really important to
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understand because the internet is a
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world of debits and credits and brands
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get those debits and credits based on
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their credibility wanna ultimately
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wrote a book of go back. Um what
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ultimately wrote a book called
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satisfied customers tell three friends
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angry customers tell three thousand it
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was all based on that notion that the
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most important thing in today's market
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environment is a nurturing credibility
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rang credibility that in a world of
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transparency authenticity that really
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matters. So that was something that
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really you know this kind of fuelled a
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lotta might thinking going into my my
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most recent opportunity with no sleep I
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love on on the person I I love one of
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the things that I like to do is I
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create a lot of media some of you may
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consider to be a little bit goofy but
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that's alright it's teaching me a lot
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about you know if you're trying to
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inspire a large organisation to move
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faster then it thinks it can move
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leading by example is really important
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and so one of the the thousand I have
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made. And it's not it's not a difficult
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val "'cause" I love it you know I I
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produce a lotta content one the roles
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that I have with my kids as fit and
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they they they'll probably will never
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forgive me when they get older but you
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know every time we go skiing in every
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time we visit amusing am every time we
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do an outing we create a video you know
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and and again we learned a lot about
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what gets engagement or not sometimes
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you have to have a ski crash in the
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first three seconds you know to try to
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get follow but we've got a lot and I'll
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get I'll give an example here's I was
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just at the the nest we just open up
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the nest. And we did a five minute
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video I kinda take about "'em" in in a
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minute they have to give you a sense of
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like the type of content that were
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creatine so let's let's run this clip
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real quick Uh_huh Okay I know my focus
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on the digital elements which I number
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pretty I have in yeah that is cool I
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know oh oh oh I know oh I guess. But so
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yeah I that's the tag line for my my my
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my dad brand so you know it's
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interesting you know to my point about
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the work life advantage I think I I I
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probably stress out a lot of people it
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nicely because all do these videos and
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all cranked "'em" how often times in
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the matter sometimes like print them
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out within an hour sometimes you know
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we'll it'll it might take it day but
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this is an environment where yeah I
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think about when I first started you
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know Proctor and gamble like you know
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you'd be lucky if you can crank out a
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video from from from an agency in a
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matter of months you know and suddenly
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you've got this world of friction free
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content creation were all the Powers in
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our hands everything I create we create
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is through a mobile phone but ninety
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you know in that case that was through
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the eye pad but I'd say ninety percent
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of videos we do through just the I move
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the activity in this is open you know a
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lot of possibilities more people say no
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no no P let me tell you how it really
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works. It's gonna take a lot longer
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it's gonna cost ten times more money
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and blah blah blah I reference that
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personal experience and I know that
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some of its sticky because sometimes
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we'll get a couple hundred likes and
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there's appeal and and that that's the
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digital opportunity gives us the
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opportunity to get early early proof
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points to leverage the power feedback
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loops to kinda give us a sense the
00:16:25
weather were moving ahead and again the
00:16:29
role of entrepreneurs are to kind of
00:16:31
make a company more like this service
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startup is to really give that that
00:16:35
that confidence in this is something
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that I've been doing ever since I've
00:16:38
been it nicely so again the work life
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advantage now on the second area that I
00:16:45
wanted to talk about is the issue of
00:16:50
managing tension a lot of times when we
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talk about digital it gets way too
00:16:54
technical it gets into do you know
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search do you know how to do online
00:16:59
video. Um you know and and what I
00:17:03
remind everybody that the the critical
00:17:05
skill is to you know to lead in a
00:17:08
destructive environment is to manage
00:17:11
not resolve tension the digital space
00:17:14
is loaded with tension points that we
00:17:16
need to understand and manage and I've
00:17:18
kind of call these I call them digital
00:17:20
dualism as and I've written a fair
00:17:22
amount if you wanna take a you know
00:17:24
look it up and you know and then in
00:17:26
double you can find some of the
00:17:27
articles are written but I want to give
00:17:29
you a sense of what I'm talking about
00:17:31
so here's here's the big one that I
00:17:34
think we all deal with every day I'm
00:17:37
sure all of you have had debates on
00:17:39
this you know the first one is like
00:17:40
this notion of integration versus
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stimulation should digital be stand
00:17:45
alone or should it be integrated into
00:17:48
everything and the answer is yes. And
00:17:50
yes it all depends on context to kinda
00:17:54
drive an organisation for you need to
00:17:56
get comfortable in that grey zone and
00:17:59
to understand where you dial things up
00:18:01
or down things out. So giving good
00:18:02
example so one of the things that
00:18:04
attracted me to nicely is they have a
00:18:06
that outstanding brand building. And
00:18:09
foundation called brand building the
00:18:10
nest leeway. And you know it's divided
00:18:13
into a number of rooms in within each
00:18:16
room there's winning actions and and
00:18:19
these all sound pretty basic it's kind
00:18:22
of these are free digital truths or
00:18:23
principles and in one reason why I
00:18:28
think we've been able to move
00:18:29
relatively fast it nicely is by
00:18:32
reference seen the foundations. And and
00:18:35
this kind of speak integration
00:18:37
principles so you know the way you know
00:18:39
I think about you know something like
00:18:42
Reading engaging brand experience
00:18:44
that's a pretty digital concept but we
00:18:46
know the digital world really really
00:18:49
ignites the power of it you know online
00:18:52
communities service apps you know
00:18:57
interactive video so your ability to
00:18:59
drive engaging this is is is huge and
00:19:02
again the the the the the opportunity
00:19:04
for leaders is to understand where to
00:19:06
drive stimulation "'cause" sometimes
00:19:08
you do need a kick in the pants you
00:19:09
need that you know that push but you
00:19:12
also need to integrate across the
00:19:14
organisation sometimes I remind the
00:19:17
managers at work from as they don't go
00:19:19
for the digital job go for the CMO job
00:19:22
because ultimately everything's gonna
00:19:23
be digital in fact I I can't imagine CM
00:19:26
most of the future getting hired
00:19:28
without having strong digital
00:19:30
credentials. But in that early stage
00:19:33
you may need the rock the boat because
00:19:35
it's hard to give it a large
00:19:37
organisation so you really need to know
00:19:39
how to play that play that tension
00:19:42
another good one is are alive verses
00:19:43
intuition you know I've now work for
00:19:46
two very very large companies I've also
00:19:49
ran a startup and you know we need data
00:19:53
to justify big investments that's the
00:19:56
responsible thing to do but we can also
00:19:59
leverage intuition more aggressively in
00:20:02
the digital space which is why product
00:20:03
that really point about about kind of
00:20:06
the work life advantage you know we're
00:20:08
processing a lotta numbers more more
00:20:10
thinking about how many likes or shares
00:20:13
we're gonna get on or face per page and
00:20:14
we can make certain leaps of a and it's
00:20:17
not one of the other it's managing that
00:20:19
you what I generally found as I thought
00:20:22
about the leaders that are really
00:20:24
gotten ahead it nicely couple more
00:20:26
right in front of me they understand
00:20:29
that tension they can know the space
00:20:31
intuitively they don't need a million
00:20:34
proof points they know when to use data
00:20:37
shrewdly but it's at balancing act in
00:20:39
it's not one or the other. Here's
00:20:43
another one this is a this is a big one
00:20:45
at necessarily. It's probably the one
00:20:47
that I've that's most captivated me you
00:20:52
know a hundred fifty year old company
00:20:56
is the balance between formal and
00:20:58
informal power you know large companies
00:21:02
can be very hierarchical there are
00:21:04
rules of admission and there are
00:21:07
there's protocols and yet here comes
00:21:11
the digital space that like it or not
00:21:14
is kind of and power in lower levels
00:21:17
millennial that know how to use a lot
00:21:19
of the communication tools are kinda
00:21:21
gaining leverage in communication in
00:21:24
ways that sometimes challenges upper
00:21:28
management at the same time the more
00:21:30
progressive managers realise that
00:21:31
that's an opportunity. And I think the
00:21:34
leader needs to really understand how
00:21:35
to work the system yes you gotta bring
00:21:38
something you're exactly the boarding
00:21:39
get that finding but there's also
00:21:42
informal ways of driving influence what
00:21:45
I've tried to do is is play both sides.
00:21:49
And I think the leaders they get ahead
00:21:51
very effectively play both sides and
00:21:54
you have to really think about a lot of
00:21:56
just old fashioned powered influence
00:21:58
but I do believe that the digital space
00:22:01
has really opened up the informal power
00:22:06
area. And I'll get I'll come back to
00:22:08
that in a moment when I give an example
00:22:10
of what we're doing through Nestle
00:22:11
these internal social network this is a
00:22:17
big one enabler versus a gatekeeper you
00:22:21
know is leaders we have a fiduciary
00:22:23
responsibility to drive compliance to
00:22:27
enforce privacy and there are some non
00:22:29
negotiable do's and don'ts at the same
00:22:33
time and then there's often very good
00:22:35
reason to say no at the same time if
00:22:38
you're trying to make an organisation
00:22:40
more like a start up you have to be an
00:22:42
enabler you have to encourage you have
00:22:45
to like push then the take that leap
00:22:46
and it's not one of the other you gotta
00:22:48
walk that that that that that that kind
00:22:51
of tension when I first took my job it
00:22:53
nicely you know a lot of people were
00:22:56
kind of afraid to call the centre yeah
00:22:59
they're afraid we would say no you
00:23:00
can't do that you know "'cause" it's a
00:23:02
very decentralised network we have over
00:23:04
a hundred markets. And and there are
00:23:07
some areas where I wouldn't tell
00:23:08
markets no but generally I try to
00:23:10
encourage a lot of experimentation you
00:23:13
have to test like crazy to get ahead in
00:23:15
the digital space you need also say
00:23:18
when when the testing needs to and but
00:23:21
this is a super super important tension
00:23:23
and then the last one I call out not
00:23:25
all come to provide more details on
00:23:26
this later on but this whole
00:23:28
collaboration versus chaos you know we
00:23:30
all talk about the power of
00:23:31
collaboration you know managing and
00:23:34
social media but I can quickly digress
00:23:36
in the chaos. And you really need to
00:23:39
manage it super carefully in the
00:23:41
leaders that when here are incredibly
00:23:44
attentive to that to that to that
00:23:46
tension line and I know I'm sure in
00:23:48
some broad concepts here but you know
00:23:52
I've I've seen a lot of leaders get
00:23:55
ahead and I've seen a lot of leaders
00:23:58
inspired your organisation to think
00:24:00
bigger. I've seen a lot of leaders that
00:24:02
have become like mentors to top
00:24:04
executives. And I've concluded it's not
00:24:07
because they know all the digital
00:24:08
vocabulary words of buzzwords it's
00:24:10
"'cause" they understand the tension
00:24:12
you know lean and a all tell
00:24:14
environment how to work that okay. So
00:24:17
now let's get into some of the
00:24:19
necessarily some and nasty things going
00:24:22
on so I wanna focus on the innovation
00:24:24
side that let me kind of first talk
00:24:25
about what we're trying to accomplish.
00:24:28
Um you know I think one of the first
00:24:32
things. You you need to do to move an
00:24:36
organisation forties you just have to
00:24:37
set a high ambition I don't need to
00:24:39
tell you this but you know I think I
00:24:42
you know when I got the Nestle and I
00:24:43
kinda said let's declare it is a goal
00:24:47
that will be the leader and the number
00:24:49
one player and leveraging digital and
00:24:51
social media build brands in the like
00:24:53
consumers they probably thought I was a
00:24:55
little bit knots but we can develop
00:24:57
that I but I no a she's like kind of
00:24:59
like land out there because you know
00:25:01
I'd run a start up and start up folks
00:25:03
tend to be a little bit naive about you
00:25:05
know you know what's possible and so
00:25:07
you know but everyone kinda rally
00:25:09
behind that and and we really believe
00:25:11
and I think we've now gone through
00:25:13
several road maps and I think there's a
00:25:15
really strong conviction that we have
00:25:18
the potential to leave but you have to
00:25:20
kinda declare that ambition even if it
00:25:22
may be may seem unattainable initially
00:25:26
so what we've tried to do is you know
00:25:29
kind of again you know this is from our
00:25:32
most recent roadmap we just share this
00:25:33
with our investors not leveraging
00:25:35
digitally commerce to enhance lives.
00:25:37
And that ties to our NHW addition build
00:25:40
brands and accelerate profitable growth
00:25:42
and there's gonna to building blocks of
00:25:44
that on one that speaks heavily to RRRE
00:25:48
commerce agenda is sustainable and
00:25:50
profitable online market sure about
00:25:52
offline on and then significant
00:25:54
increase in online content quality and
00:25:57
media efficiency notice I didn't use a
00:25:59
lot of digital buzzwords I mean it's
00:26:01
kind of just like basic marketing but
00:26:04
we know that digital is bringing is is
00:26:07
is opening up incredible opportunity to
00:26:09
make things happen on that front and
00:26:11
then I think our vision is kind of
00:26:12
powered by data you know automation. Um
00:26:16
scalability and of course obviously
00:26:19
great people talent. And now there's a
00:26:23
lot of building blocks there but I'd
00:26:24
say that's kind of the but part of what
00:26:27
we're trying to accomplish we have
00:26:28
something that we called E business
00:26:29
flywheel we'll get into the details
00:26:31
there but it serves as a a very helpful
00:26:33
compass of our work but if I had a boil
00:26:37
it down to like two critical things
00:26:39
that I think about everyday it's like
00:26:41
you know more impact will content more
00:26:44
receptive audiences and there's a lot
00:26:46
of work to do under those areas you
00:26:49
know and you think about all these
00:26:50
different channels that are merging how
00:26:52
do I make video work on face but how do
00:26:54
we make it work on to enter what about
00:26:56
spot a five and you know it's kind of
00:26:59
the same question you had with TV it's
00:27:02
just that it's much more fragmented.
00:27:04
And it's right richer in many respects.
00:27:07
And this guy gets into the whole target
00:27:09
you know yeah no we made some good
00:27:11
progress a you know I think one of the
00:27:15
benefits of kinda declaring an ambition
00:27:17
so we I do you think that you know one
00:27:21
of the one thing one of the one of the
00:27:22
roles I've kind of rules of thumb. And
00:27:26
is that if you declare in addition to
00:27:28
be a leader you know vendors tend to
00:27:31
run twice as fast to you and sometimes
00:27:33
at a discount because they know that by
00:27:35
co investing with you everybody wins
00:27:38
and so we've we've really made an
00:27:39
effort to not just play catch up but to
00:27:43
kind of be one of the first companies
00:27:44
that S these new ad formats. So if you
00:27:46
look at a lot of the areas that Nestle
00:27:48
the face book is unveiling instead
00:27:51
around here you know waiter we want to
00:27:55
be the first to test even if we you
00:27:59
know we aren't sure if it's gonna work
00:28:01
you know the key is they have good
00:28:02
methodologies to know when to pull back
00:28:05
on the spend but we're making good
00:28:07
progress more in taking pride in the
00:28:09
fact that some of our some of our
00:28:11
managers are starting to get
00:28:12
recognition which is really important
00:28:14
that we wanna recruit the best talent.
00:28:16
And the folks are thinking about doing
00:28:19
a startup are going to one of our peers
00:28:21
you know we wanna remind them that you
00:28:23
Nestle actually is you know move a lot
00:28:27
faster than you think in these things
00:28:28
are really important. You know these
00:28:30
are the things that you know I think
00:28:32
really you know nurture that startup
00:28:34
candy mentality I won't get into all
00:28:39
this except to say that you know these
00:28:43
are just some data that supports you
00:28:45
know the the the tangible progress for
00:28:48
making you know are are are media
00:28:50
investment as a percentage of working
00:28:52
media is over indexing the industry or
00:28:56
you know we're getting some good
00:28:58
recognition on creative quality not
00:29:00
just on digital but across the whole
00:29:03
canvas of creative we just got awarded
00:29:05
a couple months ago by the F T.'s and
00:29:08
and relative to some of our peers in
00:29:09
the food industry I'm particularly
00:29:12
proud of this area you know we probably
00:29:15
done more testing on platforms like
00:29:17
face puck and were over indexing the
00:29:21
industry. Now you have to be very
00:29:24
humble about these things because the
00:29:26
ad formats are changing constantly you
00:29:29
know so obviously you know in the last
00:29:31
few years everything on face focused
00:29:33
gone the mobile we're doing very well
00:29:34
there but now it's moving the to video.
00:29:37
And so we still have quite a bit alert
00:29:39
learning but you know we're using the
00:29:41
metrics to kind of you know guide you
00:29:43
know guide are working more pretty
00:29:44
we're pretty happy with the progress
00:29:46
but you can't rest on your laurels and
00:29:48
and this and that I think that's one
00:29:50
that's one characteristic of a startup
00:29:52
that big companies always need to
00:29:54
embrace which is that you know the bar
00:29:56
just keeps going up and oftentimes the
00:29:58
environment keeps moving faster. Um one
00:30:01
one big area that you know you probably
00:30:05
hear more you know we I I don't like
00:30:07
the term see a ram it kinda reminds me
00:30:09
of like yesterday's communal legacy
00:30:11
marketing so the term or using is
00:30:15
called PCE which stands for personalise
00:30:18
consumer experience we're trying to
00:30:19
build some really smart discipline in
00:30:22
this area you know and PCE applies to
00:30:26
only as much as paid media like how do
00:30:29
you really do targeting we sin where we
00:30:31
see the big opportunity is you know and
00:30:33
you for this all the time but I do
00:30:35
think worded tipping point in the
00:30:37
opportunity you know Taylor the right
00:30:38
message at the right time to the right
00:30:41
consumer you know where we think
00:30:43
there's opportunity for us is bringing
00:30:46
more buyers in the franchise usability
00:30:48
of using the internet to find unknown
00:30:50
consumers as a massive opportunity you
00:30:53
know obviously more spend per buyer.
00:30:56
That's a timeless principle of loyalty
00:30:58
but I think in in the internet age
00:31:01
where you can convert consumers to E
00:31:03
commerce buyers is lots of opportunity
00:31:06
and then this one's huge and this goes
00:31:09
back to pete's planet feedback passion
00:31:11
you know more media per buyer. So if we
00:31:14
really can tailor content services
00:31:17
messaging the consumers and do it in a
00:31:19
way that's sensitised to their
00:31:22
preference not interactive they're
00:31:24
gonna love us morn they're gonna talk
00:31:26
more and that will lower cost of
00:31:28
marketing because we know earn media's
00:31:30
a lot more affected than paid media
00:31:32
okay but you have to do a lot of work
00:31:34
there so that's a big that's a big
00:31:36
focus hopefully next time we talk
00:31:38
together a lot more to share on it but
00:31:40
that's a very central piece of our
00:31:41
roadmap okay so I kept that part really
00:31:46
short we could talk for hours about a
00:31:48
lot of different case examples but
00:31:51
there's a lot of there's a lot of work
00:31:53
going on on the basic marketing
00:31:54
capability what I wanted to cover now
00:31:58
is this whole area of innovation and I
00:32:03
kind of put it into this notion of like
00:32:04
all the the innovation try faq a these
00:32:07
are all areas I play a either a leading
00:32:09
role or a pretty active you know
00:32:12
ownership role one is is very internal
00:32:15
innovation the second is extra all and
00:32:17
the third is open innovation and I want
00:32:20
to start with the internal peace which
00:32:22
I suspect some of your further than we
00:32:24
have at least one alumni of the program
00:32:26
in the frame the front of the audience
00:32:28
so here's the story. Um you know if you
00:32:34
wanna move a large organisation you
00:32:36
have to find points of inspiration to
00:32:38
kinda motivate and maybe even scare
00:32:40
management in fact I I I like to use
00:32:42
the term constructive paranoia I in one
00:32:45
of the first things that we did when we
00:32:46
got to you know as part of our strategy
00:32:49
we bought a bunch of executives out to
00:32:51
the silicone valley. And you know only
00:32:53
takes a few minutes in the valley to
00:32:55
feel a little bit insecure if you
00:32:57
little restless in even I when I go out
00:33:00
there and I talk to my friends and
00:33:01
business school I kind of feel a little
00:33:03
bit like an impostor like oh my gosh
00:33:05
they're just moving too fast and it's
00:33:07
good it's a very healthy tension and
00:33:10
you know we went out there we kinda saw
00:33:11
the packets on culture and you know we
00:33:16
were quite inspired we love the I think
00:33:18
we've got the notion that you know
00:33:19
Google would come up with the product
00:33:21
and then face but would lock the
00:33:22
engineers in a room and they come out
00:33:24
the next morning with some type of
00:33:25
alternative and that's just a different
00:33:28
speed of execution then you see in
00:33:30
large companies so it inspired us to
00:33:32
think about a different type of model
00:33:34
like could we bring you're not gonna be
00:33:36
able that you know press a press a
00:33:40
press a button and expect all of nicely
00:33:42
to be doing that. But we doctors of
00:33:44
what if we what if we created a program
00:33:47
where we invited some of our best
00:33:49
talent to park themselves in a kind of
00:33:53
a startup environment right above are
00:33:55
exactly this we for eight months at a
00:33:58
time. And that led to this program that
00:34:00
we call the digital acceleration team
00:34:03
and rather than embellish it I want to
00:34:05
show a video that I think really brings
00:34:07
the concept to like every we've
00:34:09
graduated we're back to graduate or
00:34:12
seven class every class kinda creates
00:34:14
their own video and this is their story
00:34:17
let's run the video think it is to
00:34:30
avoid the problem with the different
00:34:33
everything just wanted and we need to
00:34:36
do some work radiation simple maybe I
00:34:39
think if we had more intuitive your
00:34:42
work so it's hard to say but like
00:34:46
everything we do here next week no I
00:34:49
don't think that's lead people
00:34:51
recognise continued either leveraging
00:34:53
digital any covers all this to do the
00:34:56
consumers and slides great friends and
00:34:59
to make it affordable it is with other
00:35:02
right. T in R estimate curious always I
00:35:06
got the profitability occasionally
00:35:08
challenge that positive here. And we we
00:35:11
see that as a strong focus a rapid
00:35:16
prototyping of this response at that's
00:35:18
a circle value innovation outputs a
00:35:20
that happened on this area that that
00:35:23
leadership program is routed review
00:35:25
fundamentals listening engaging and
00:35:28
transforming little a we see the final
00:35:32
more yeah lots of or happy hour holder
00:35:35
to address extraordinary challenges and
00:35:37
opportunities Nasa we participate in
00:35:40
fighting monthly jewel training program
00:35:42
that's read it in print only the
00:35:44
nothing like an E commerce principles.
00:35:46
So your program that innovation things.
00:35:49
So parameters that and it's an
00:35:52
opportunity to work with you know what
00:35:54
I media partners set asked me year. And
00:35:57
it's what we what their markets I
00:36:00
peeled a long lasting relationship with
00:36:02
the little is something that we can use
00:36:04
to help yeah markets actually digit as
00:36:07
you can see technology continues to I
00:36:10
say probably have on your means a lot
00:36:14
command of the fabric. So so not online
00:36:17
E commerce is not just a channel it's a
00:36:20
business is into corners we something
00:36:23
is we need to be three one two usually
00:36:25
three and so that you know it was
00:36:28
system disrupts everything we do have
00:36:30
from the way we operands to the basket
00:36:33
projects that that that was not very
00:36:35
sit on the sidelines over what steadily
00:36:37
looking at the construct of the show
00:36:39
the fact that remarked women and there
00:36:43
are at least me optimised yeah that's
00:36:46
true. That's about it encompassed by
00:36:48
first of all the great that we've got I
00:36:51
think to be better the problem that's
00:36:53
the most important number one benefit
00:36:55
is actually right from the word. But we
00:36:58
are at the how to third very well. And
00:37:01
number to benefit is actually bring to
00:37:04
the company if you to use the method
00:37:06
you know with that so is that hopefully
00:37:11
it is the racy that's so we have no
00:37:14
control over we use the following his
00:37:16
school obviously stakeholder. It's time
00:37:18
to read this and there is increasingly.
00:37:23
I think nothing and always wondered
00:37:25
anywhere I suppose to get it so that we
00:37:27
as consumers like you know because
00:37:29
there is an heart of everything we do a
00:37:32
lot of what some might be less no
00:37:34
visitors to the consumer. This is a
00:37:37
black star Amazon after basically are
00:37:40
that number is expected device that
00:37:41
integrated in encounters I think it's
00:37:43
incredible channels you on the one hand
00:37:45
embrace acceleration Everything is
00:37:47
changing in the digital world. staying
00:37:50
rounded the fundamentals of time with
00:37:52
the link I think in that sense this
00:37:54
that number so three oh what a and a
00:37:58
great story talent time. And that that
00:38:01
we need to raise the bypass that for
00:38:03
that at all oh yeah I can get it just
00:38:07
wasn't real time data or insights into
00:38:11
how aggressive leaders and markets
00:38:12
celebrity converse design social yeah
00:38:15
this one's five recriminations parties
00:38:18
and most importantly that that
00:38:20
leadership program has extended
00:38:22
eighteen different markets with several
00:38:25
more to be launched nobody next year.
00:38:28
We're investment the less risky that
00:38:30
bring them to display okay well
00:38:32
including the landscape and overall.
00:38:34
I'd be like in like ho to you I mean it
00:38:40
will need to convince I wanted after
00:38:44
eight Munster in reader to our
00:38:46
respective markets just health and
00:38:49
surgery into cell. And be faster over
00:38:52
there and this one hundred bits you're
00:38:54
all company is looking to develop the
00:38:56
capabilities to build sustain that
00:38:59
marketing sales individuals were the
00:39:02
only mine are for the actual nutrition
00:39:05
help them well and we want to raise the
00:39:07
bar operation knowledge sharing and
00:39:11
addition it online raw offline I okay
00:39:24
we did this is an experiment we didn't
00:39:27
really know words in it where was gonna
00:39:29
go we we had no idea that twenty twenty
00:39:35
three markets would embrace the model
00:39:37
and it reminds me I always I always
00:39:39
tell people never underestimate the
00:39:41
power of organisational virology good
00:39:43
ideas really do fly and sometimes the
00:39:47
markets will raise the bar in their own
00:39:49
way I was just an hour France market a
00:39:51
couple a couple weeks ago and there
00:39:54
that was incredibly inspiring and a had
00:39:56
sections in the room for phase bucking
00:39:59
Google and weirder and some of the
00:40:01
local vendors and it was just really
00:40:03
really powerful and we're trying to
00:40:05
build this ecosystem. And I I didn't
00:40:09
you know we knew that the hack at times
00:40:11
we're gonna be really powerful but we
00:40:12
didn't quite realise what a big impact
00:40:15
that they would have and you know this
00:40:18
notion of fast problem solving all give
00:40:19
a good example we one of the one my
00:40:22
favourite projects last year's that
00:40:24
they came up with this model took
00:40:25
almost great like and number of nest
00:40:27
lee kitchens nicely has all these
00:40:30
kitchens across the nest lean at work
00:40:32
and you know we're trying to figure out
00:40:34
how do we create more content how do we
00:40:36
win with recipes and we thought well
00:40:39
why can't we create a model where the
00:40:40
US wants a a mexican recipe or turkish
00:40:45
recipe they just kind of call another
00:40:46
market they might have an employee
00:40:49
gotta be the content creator a local
00:40:51
you tube star but the idea of kind of
00:40:53
thinking about you know digital
00:40:55
principles of excess cap asset
00:40:57
utilisation that was the dad idea. They
00:41:00
also developed a mobile activation
00:41:02
program and central west Africa so in
00:41:06
just you know be then obviously that
00:41:08
the you know in a lot of money on
00:41:11
employees bring a certain mobile by
00:41:13
design mindset in that opens up a lot
00:41:15
of possibilities. And for those of you
00:41:17
in management the question is like how
00:41:19
do you open up the door to that type of
00:41:21
thinking and do it in a way that
00:41:22
doesn't go too far again it's that it's
00:41:24
that managing intention but it's really
00:41:27
surprise that's in a lot of ways and
00:41:30
and and the best part and I can I
00:41:32
didn't anticipate this either but you
00:41:34
know exactly is are really embraced it
00:41:37
sometimes all walk and they're all see
00:41:40
our chairman our RCEO or one of our top
00:41:43
executives you know spending time we've
00:41:45
now reverse meant toward about a
00:41:47
hundred exactly this and they to bring
00:41:50
a lot of humility which is like what
00:41:51
can I learn from the digit variety or
00:41:55
the line deals we just had a bulky in
00:41:57
that that just a few days ago and you
00:42:00
know sometimes they'll use the group as
00:42:02
a sounding board but of course
00:42:04
obviously these these leaders can
00:42:06
benefit so much from you know spending
00:42:09
time with the top executives so we get
00:42:11
one of the opportunities for all of use
00:42:13
it how do you you know how you about
00:42:15
how you mix and match the formal and
00:42:17
the informal power. So that's the data
00:42:21
so you know how you any back more like
00:42:23
a startup you kind of Ukraine a little
00:42:25
bit of a started out those and see what
00:42:27
happens on the second part is you know
00:42:31
it's one thing to you know try to
00:42:34
emulate a startup in a three and forty
00:42:37
thousand person company B it's also
00:42:39
really important to be in the
00:42:41
environment that is moving fast and so
00:42:44
the other thing that we've done which
00:42:45
isn't necessarily an original idea a
00:42:47
lot of companies are doing this but I
00:42:48
think our approach is is is is quite
00:42:52
unique we are we have a silicon valley
00:42:55
innovation outpost that we established
00:42:58
just a couple years ago it kind of
00:43:01
started is a bit of an experiment where
00:43:03
one of our employees a swiss employee
00:43:06
Stephanie in the galley she was gonna
00:43:10
be in the united states on a and she
00:43:12
said I'd love to test LB nicely gets
00:43:15
closer to start ups and I said why not
00:43:19
and literally in a matter of you know
00:43:22
about a short period of time less than
00:43:24
a year she had established amazing
00:43:26
relationships with these see young
00:43:28
entrepreneurs from entrepreneurs think
00:43:31
tanks and I was like oh my gosh if one
00:43:33
person can do that imagine if we build
00:43:36
it up an hour board enthusiastically
00:43:38
agreed we added a few more people and
00:43:40
now we have a a big strategy around you
00:43:43
know how do we get ahead in somebody's
00:43:44
critical areas like nutrition infant
00:43:47
solutions you know it's it's a fast
00:43:50
moving space and yeah we have our own
00:43:52
already approaches but we also need to
00:43:54
be extra tall and there's a lot of
00:43:56
activity taking place and market places
00:43:58
like San Francisco Burrell and you know
00:44:02
change high and you know we're trying
00:44:04
to you know what we have a physical
00:44:06
presence in the valley were trying to
00:44:07
be close all these innovation hub so so
00:44:09
kind of the three areas were putting a
00:44:11
lot of attention on our kind of
00:44:12
nutrition and food solutions and hands
00:44:15
brand experiences a lot that gets in
00:44:17
the internet of things as big data
00:44:19
areas and of course there's a ton of
00:44:21
startups in that area a lot more fail
00:44:23
but that's okay that's okay you're most
00:44:25
of the bring a venture capitalist
00:44:27
approach to this that you know one in
00:44:29
five will hit it begin an early
00:44:31
relationship with them will pay
00:44:32
dividends and then obviously there's so
00:44:34
much going on and what we call
00:44:37
everywhere commerce especially on the
00:44:38
delivery side you know and then we're
00:44:42
doing a lot of pilots within the ins
00:44:43
the cards the and you you name it and
00:44:47
and we're trying to develop very very
00:44:49
smart one you can see L or you know we
00:44:51
might you know we might identify thirty
00:44:54
solutions in we'll try to me gave maybe
00:44:56
a third of them to scale and we're just
00:44:58
building this out this is on but it
00:45:00
also sitter ties is really well with
00:45:02
that that program you know here's some
00:45:05
examples where we've been doing some
00:45:06
work you know big focus for infant
00:45:08
nutrition is around the whole notion of
00:45:11
start healthy stay healthy and how do
00:45:12
we you know partner with players that
00:45:15
are providing very important service
00:45:16
utilities to parents and kidnap serve
00:45:19
as a service layer in fact one of my
00:45:20
big challenges is to think about what
00:45:23
are the service layers it sit on top of
00:45:25
brands. Um and I'll give you a good
00:45:28
example of this or milo brand which is
00:45:32
primarily an hour you know kind of a
00:45:36
lay markets you know Asia Africa in the
00:45:39
like you know they had then you know
00:45:45
they historically it had a really
00:45:47
strong foothold with a lot of offline
00:45:49
sporting events and train in advance
00:45:51
and marathons and Philippines and the
00:45:53
like but you know but there's a lot of
00:45:55
competition. And they've been trying to
00:45:58
figure out how to differentiate so they
00:45:59
actually came up with that nutrition
00:46:02
tracker an activity tracker and all
00:46:04
that this video walkthrough but it's
00:46:06
pretty amazing what they're doing and
00:46:07
we just this this program this latest
00:46:10
iteration just launched in Australia a
00:46:13
couple months ago a couple weeks later
00:46:15
of Philippines and we're rolling it out
00:46:17
across a bunch of markets let's let's
00:46:19
roll the video the money champions that
00:46:23
includes a health fitness and activity
00:46:25
track a design to help to make the most
00:46:28
of every once the have is download.
00:46:32
It's a simple two clicks to get started
00:46:34
here you can try to challenge
00:46:36
nutritional intake along with the
00:46:38
physical activity trying to find that
00:46:40
among the champions that stock by
00:46:43
having the meeting plan for you one
00:46:44
child for that day a week or selected
00:46:48
them from the top. And time on buttons
00:46:51
from button choose a meal category
00:46:54
breakfast lunch or dinner selected to
00:46:57
do time and have to check button to add
00:47:00
this to your child from plan and
00:47:03
algorithmic search this is consumers
00:47:06
with funding from quickly and easily
00:47:08
you can also choose the portion size in
00:47:11
order to sign the contract in sacred
00:47:13
which I which feeds into the energy
00:47:15
balance landing page parents control
00:47:18
for the children for being a little
00:47:20
champion and encourage them to keep up
00:47:22
the good work by sending them at with
00:47:25
personal message or yeah when child
00:47:33
start using yeah we can customise the
00:47:35
three D have it's a life changing
00:47:38
features such as hair outfit design and
00:47:40
accessories like tapping on the feature
00:47:43
they want to change and selecting from
00:47:45
a range of options the challenge called
00:47:48
proponents kids in the program with the
00:47:50
one to interact with their friends
00:47:52
using the the double feature oh you
00:48:00
meant to reality module enables
00:48:02
consumers to use money the packaging as
00:48:05
a form of media channel just a mansion
00:48:08
selected among the packs to access will
00:48:11
cost sports coaching tips striding
00:48:14
series we want to start or source for
00:48:16
skills and strengths volunteers just I
00:48:19
I I saw it. I while it shape I task
00:48:24
what skills has been okay top I in
00:48:27
college know well that extra. I enjoy
00:48:32
oh yes oh yes. the virtual out reality
00:48:39
players one of the ones that the
00:48:40
outpost you know identified after quite
00:48:44
a bit of adding but you know I think
00:48:45
about the possibilities that opens up
00:48:48
to grant me nicely sells you know one
00:48:51
point two billion products every day
00:48:53
and you know if you think about would
00:48:55
digital can deal I can you know almost
00:48:57
like your packaging becomes a form of
00:48:59
of media where you can enhance the
00:49:02
consumer experience and this is what
00:49:03
the digital leader need to think about
00:49:05
how do you add additional value on top
00:49:08
of the physical product in fact I
00:49:10
daresay I think it's gonna become a new
00:49:12
price of entry I'm not sure physical
00:49:14
product alone will be the huge
00:49:16
competitive advantage so this is one
00:49:18
area that are out is really thinking
00:49:20
about like what are those what are
00:49:22
those service layers that sit on top or
00:49:24
brands. So those are a couple examples
00:49:26
of the of extra no innovation kinda
00:49:29
parking yourself in the valley getting
00:49:30
close to it I gotta find service models
00:49:32
the third area which I'll just give you
00:49:36
some headlines on but we're about we're
00:49:38
gonna and now we're gonna we're gonna
00:49:40
officially unveil this probably and
00:49:42
sometime in July that we're launching
00:49:44
an open innovation platform and I'm
00:49:47
crazy excited about this one because
00:49:50
this is the whole idea of you know
00:49:52
imagine an online platform or nest we
00:49:54
might put business challenges like were
00:49:56
trying to figure out some dimension of
00:49:59
nutrition health and wellness or were
00:50:01
trying to figure out the next
00:50:03
generation of sustainability for an
00:50:04
espresso and you kind of put it out
00:50:07
there to the crowd. And businesses
00:50:11
large and small but hopefully a lot of
00:50:12
small entrepreneurs will kind of we'll
00:50:16
cool kind of pitch their ideas and
00:50:17
we'll have a a model in place to kind
00:50:20
of you know make sure that their IP is
00:50:21
protected and like so they feel
00:50:23
comfortable you know working with this
00:50:25
but also puts pressure on us you know
00:50:27
once you kind of put that promise out
00:50:29
there that we wanna work with small
00:50:30
companies then we also have to meet
00:50:33
their expectation and so I'll give a
00:50:36
good example and and we decided to
00:50:38
branded Henry to get to give it more of
00:50:41
a personal touch but also and you know
00:50:43
this is the hundred fiftieth
00:50:44
anniversary of of necessarily and we
00:50:47
thought it would be appropriate to kind
00:50:49
of a tie it to our original you know
00:50:51
our original kind of startup
00:50:53
entrepreneur Henry nicely so I'll give
00:50:56
an example of how this looks to be just
00:50:57
like one the video just about sixty
00:51:01
seconds all here but we thought a lot
00:51:06
about how to make this super super
00:51:08
mobile friendly very very accessible
00:51:11
easy for the entrepreneur to get case
00:51:14
studies you know super easy to you can
00:51:18
see where you can find out how many
00:51:19
days are left in the challenge you know
00:51:23
we're gonna make it very very simple to
00:51:25
sign out on any business can basically
00:51:28
create an account on the platform you
00:51:32
know how executive testimonials and the
00:51:34
like you know all the roles guy there
00:51:38
might be a could be half a dozen
00:51:40
projects open at any given time and of
00:51:43
course any entrepreneur that you know
00:51:45
set certain keywords they will be
00:51:47
alerted if a new challenge gets but in
00:51:49
this gene Kelly you can see like the
00:51:51
personal element status of the
00:51:53
application and you know in in very a
00:51:58
very entrepreneurial friendly and we'll
00:52:00
probably learn a lot is we do this in
00:52:02
terms of what what really collects what
00:52:04
does it with the with the community but
00:52:06
we're gonna be launching this I'm
00:52:10
giving a speech icon next week and all
00:52:12
probably have a better video to share
00:52:14
based on the fact that it further
00:52:15
develop but I think sometime in July
00:52:19
but this is a really important part of
00:52:21
the innovation try fact it's not just
00:52:23
about the physical location like
00:52:25
silicone valley it's also creating a
00:52:27
digital context for entrepreneurs in
00:52:31
businesses to kind of get access to you
00:52:35
know opportunities and it also opens up
00:52:37
are thinking that you know we don't
00:52:40
have to do everything internally
00:52:41
there's actually a lot of great ways of
00:52:43
of there's different ways of partnering
00:52:45
with extra more contributors so so
00:52:48
that's coming around the corner. Now
00:52:51
the last point I wanted to highlight so
00:52:52
you get innovation for a fact that you
00:52:54
know internal extra external. And open.
00:52:58
But I think one of the really important
00:53:01
issues is how do you connect the dots.
00:53:04
So I mentioned earlier has six a
00:53:06
radically decentralise network which is
00:53:09
both the opportunity and the challenge.
00:53:12
And I've constantly had to think about
00:53:15
I and my team you know how do we get
00:53:17
you know the folks in the outpost the
00:53:19
talk to the guy to interact with the
00:53:21
you know the open innovation platform
00:53:24
and you know one if you look at the
00:53:27
nicely leadership principles you know
00:53:29
one of the things that's almost a
00:53:30
pretty digital concept is this notion
00:53:31
of collaborating internally. And this
00:53:34
is an area where digital and social
00:53:36
media changes everything if you manage
00:53:39
it well and I'm a big believer in on
00:53:43
what they call one of the top thinkers
00:53:49
in the in the future space a gunny bob
00:53:51
your hands any calls the reciprocity
00:53:53
advantage how do you create a
00:53:55
marketplace of sharing within a large
00:53:57
company where people feel and send it
00:53:59
to share "'cause" they know they're
00:54:00
gonna get benefits and so one of the
00:54:03
things that he's been particularly
00:54:05
successful for my agenda it necessarily
00:54:08
has been building an internal social
00:54:10
media network and and I don't wanna
00:54:13
pick favourites in the lot of them out
00:54:15
there there's EM or fate you know
00:54:16
Microsoft you face books getting into
00:54:19
it we happen to be using the sales
00:54:21
force chatter platform you know but
00:54:23
they all build on some more social
00:54:26
media sharing principles. And in one of
00:54:30
my one of my big my big beliefs is that
00:54:32
internal mastery drive extra mastery if
00:54:35
we're gonna win with consumers if we're
00:54:38
really gonna the light consumers and
00:54:40
speak to their mobile expectations. Now
00:54:42
we gotta get through employees first
00:54:44
and employees are top audience. I mean
00:54:47
they are so they have attention span a
00:54:50
lovely there often stressed out you
00:54:52
know they kind of if they feel like
00:54:55
you're pushing the line or you know
00:54:57
exaggerating they'll know it faster
00:54:59
than anyone so you know you have to
00:55:01
really think about how to create really
00:55:02
good internal contents all give an
00:55:04
example just play this video just a
00:55:05
good example of how I manage in an
00:55:08
internal digital context so on this is
00:55:11
this is the feed from within thusly I
00:55:13
publish constant content constantly you
00:55:16
know so for example john to tell with
00:55:18
dizziness I put them in the data studio
00:55:20
films him talking about certain things
00:55:23
on never have a video more than you
00:55:25
know a certain appearing time this was
00:55:26
unusual usually there like five minutes
00:55:28
this was about eighteen but you have a
00:55:31
lot of good things they share and it's
00:55:33
mobile friendly you can access to idiot
00:55:35
you mobile people can give comments I
00:55:37
came up with the video format called
00:55:38
the sixty second consumer this is my
00:55:40
most popular content because employees
00:55:42
can only handle minute of instruction
00:55:44
you know if you really want their
00:55:45
engagements like face but you gotta do
00:55:46
it in three seconds and so you learn
00:55:49
how to get concepts across really
00:55:50
quickly there's an example of a other
00:55:52
profile member on my team you actually
00:55:55
can quantify their social quotient
00:55:57
which is really important. I
00:55:58
deliberately higher people with higher
00:56:00
high social conscience if if my readers
00:56:03
can't share I'm not getting value
00:56:05
across my market. Here's an example of
00:56:08
how I organise my team every team
00:56:11
member has to post updates before my
00:56:13
team meetings. So I know that they've
00:56:15
and they have to like everybody's
00:56:16
update so I know that they're ready for
00:56:18
offline meetings we also use our
00:56:21
vendors we put our vendors inside are
00:56:23
internal network so this is actually a
00:56:25
face but employee and she actually has
00:56:28
one of the highest influence scores
00:56:29
within nicely which means. She's adding
00:56:31
that undervalued to net to face book as
00:56:34
easy she's answering questions
00:56:35
constantly and then I can meet or the
00:56:37
vendor to find out whether in fact
00:56:39
they're adding meaningful value. So
00:56:42
social media yeah digital and social me
00:56:45
is is much an operating principle as it
00:56:48
is a communication channel and all the
00:56:51
efficiencies that we realise in our
00:56:54
personal lives multitasking can be
00:56:56
applied internally the key thing is you
00:56:58
have to be a really strong leader it's
00:57:00
not about flipping on a switch. And all
00:57:04
say with complete humility that my
00:57:06
first attempt attempt to create a
00:57:08
social network at it PNGI trade I
00:57:11
started the cycle marketing village
00:57:13
with a total failure. And I kind of
00:57:15
thought the technology would do the
00:57:16
trick. And it's not you have to have a
00:57:18
plan you have to vision you have to
00:57:19
nurture it's it's just like building
00:57:21
the team offline but if you do that
00:57:24
right you can make a lotta magic occur
00:57:26
and like you know I you know because
00:57:30
we're decentralise we don't have a lot
00:57:32
of money or bodies in in the centre
00:57:35
here in Switzerland so you have to you
00:57:36
know to entrepreneurs always have to
00:57:39
treat their challenges as
00:57:40
opportunities. So I've been very
00:57:42
obsessed with internal social media
00:57:44
because I don't have a lot of people
00:57:46
and so I had to think creatively about
00:57:48
how do I get markets to share my
00:57:50
favourite expression is stealing scale
00:57:51
so good Mexico maybe doing amazing
00:57:54
thing with video on face but and then
00:57:57
all kind of bottle up the knowledge put
00:57:59
it on the social network and try to
00:58:01
disseminate it quickly across the
00:58:03
organisation in this really helps when
00:58:05
the silicon valley those finds a great
00:58:08
entrepreneur or or start up a kind of
00:58:10
put it on the network. Um in this stuff
00:58:13
really makes a very big difference I'll
00:58:16
give one last example the last video
00:58:18
example I love this because it had such
00:58:19
an impact on behaviour so so here's the
00:58:23
context. I've been trying to get all of
00:58:25
our brand builders to be more mobile
00:58:27
friendly you know make your websites
00:58:29
more mobile phone we do all these
00:58:30
audience. And then we'd send out memos
00:58:33
from the top saying here's your score
00:58:35
you gotta be more mobile mobile centric
00:58:37
you know on the pace was super slow and
00:58:41
I kinda realise you know this notion of
00:58:43
just like sending the memo even if you
00:58:45
the dude in the top it only works to a
00:58:47
point. So that yeah team decided okay
00:58:51
we're gonna create a show called mobile
00:58:53
or not we're gonna put it on the
00:58:55
internet okay and we're gonna do some
00:58:57
friendly shaming let's just run the
00:58:59
video give unit I just a short clip
00:59:01
from it just and they did this like
00:59:06
every couple of every every week they
00:59:07
would do another episode of mobile or
00:59:09
not the side feature if you it it's
00:59:14
very easy to navigate through Reading
00:59:16
engaging one thing the presented on the
00:59:18
side the one income let me see is
00:59:22
search. But despite these side is
00:59:26
mobile ready yeah I think could be
00:59:31
about okay yes yes summary everyone's
00:59:35
evaluation it'd usually right now what
00:59:38
you see this and here's the it's it's
00:59:43
important in large organisations to
00:59:45
understand how power and influence
00:59:46
really really works. And social media
00:59:49
is huge motivator. And we know I I mean
00:59:52
if someone's posting something negative
00:59:54
that nicely I mean it's you you take it
00:59:56
seriously. So you've got these these
01:00:01
kind of millennial entrepreneur skip
01:00:03
from the dad that are kind of have
01:00:05
decided to go visual with their mobile
01:00:07
scorecard I kid you not I had C on
01:00:11
those across our market calling me up
01:00:13
begging me not to be featured in mobile
01:00:16
or not whereas I'm sending them out out
01:00:19
the written memos and like you know
01:00:21
people are just a in and I think the
01:00:23
key is like you know how can the
01:00:26
digital tools how can the insights from
01:00:28
you know how can at work life advantage
01:00:30
on bring insights and how we persuade
01:00:34
everything is about motivating persuade
01:00:37
Enid inspiring the organisation that's
01:00:42
what startups do they envisioned
01:00:44
possibilities they get really creative
01:00:46
and I wanna suggest we've cracked the
01:00:48
code but we made some good progress.
01:00:50
Now a couple final pieces of advice on
01:00:53
you know for the road ahead the first
01:00:54
is keep things really simple I had the
01:00:58
incredible honour of in on the
01:00:59
innovation injury for con last year was
01:01:02
the best experience my life I have to
01:01:04
tell you but you know in we analyse you
01:01:06
know a hundred fifty submissions and
01:01:11
there was great technology but honestly
01:01:13
the stuff that one was crazy simple.
01:01:16
And the technology was totally didn't
01:01:18
think that looks just very and and
01:01:21
there was a brilliance to the
01:01:22
simplicity and this is something I also
01:01:24
keep reminding our brand builders we
01:01:25
all have the temptation to load up too
01:01:28
much content I probably have twenty
01:01:30
percent more content than I needed to
01:01:32
my slides to make my point in the world
01:01:34
we have to radically simplified but you
01:01:38
know everyone you got the big awards
01:01:40
last year it was a very very simple
01:01:42
concept and and we have to challenge
01:01:45
ourselves to do this and the other
01:01:47
pieces that the old still informs the
01:01:49
new like it's funny people don't
01:01:52
believe me when I say this but like all
01:01:54
the stuff I do in internal social media
01:01:57
it nicely. I'm stealing from Aristotle
01:02:00
that was but there are startles
01:02:01
rhetoric was my favourite book in
01:02:03
college any talks about ethos Dawson
01:02:05
path loss and you read it it's like a
01:02:07
so it's like a digital play Bach you
01:02:09
know how do you influence the crap out
01:02:12
how you you know inspired you
01:02:14
organisation and or or everybody's
01:02:17
talking about ED test dean and you know
01:02:19
you know if you're into that go read
01:02:22
the nineteen thirties books scientific
01:02:24
advertising this guy mastered the
01:02:26
headlines you know in the and the and
01:02:29
the in the pull through rates on
01:02:30
newspapers and even a lot of stuff from
01:02:33
crazy don draper still helpful but I
01:02:35
think it kinda goes back to that
01:02:36
integration stimulation you know yeah
01:02:39
talk about the new but don't forget a
01:02:40
lot of it has already been established
01:02:42
digital just create a different context
01:02:44
and things move a lot faster and if you
01:02:46
want to move the organisation fast a
01:02:48
lot the old stuff will help people move
01:02:51
faster "'cause" they're not get a
01:02:53
bargain with you entirely on the new
01:02:55
you're gonna have to convince and they
01:02:57
were already there you already believe
01:02:59
in this you just don't know what you've
01:03:01
already partners I I kid you not it's
01:03:03
very important. Um and then the last
01:03:07
thing I just want to say that I've I've
01:03:10
got a on my if you've sent an email to
01:03:12
mean you get a response I have a five
01:03:14
four words at the top string or share
01:03:16
and simplify. They're not even like
01:03:19
digital concepts there just but they
01:03:21
apply to the digital world more than
01:03:23
anything else in the world of mobile we
01:03:25
have to shrink everything in a world of
01:03:28
digital we have to think about service
01:03:30
models on to kinda get more media
01:03:34
efficiency and benefiting create more
01:03:36
value we have to share we gotta get
01:03:38
consumers to share our stuff we need to
01:03:40
share with one another so that we're
01:03:43
not doing the same thing which creates
01:03:44
additional cost and then we need to
01:03:46
radically simplify everything that we
01:03:48
do and which kinda goes in hand hand in
01:03:50
hand with all those areas. So that's my
01:03:53
presentation I'd be delighted to take
01:03:55
any questions or even complain since on
01:03:57
the the do the planet feedback I think
01:04:00
that at all I had to put my olympic
01:04:01
moment. There's a dialectic I well my
01:04:04
closest thing going over big moment I

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