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1 © 2013 IBM Corporation

… Consumer behaviour will increasingly drive companies (Outside In) and not the traditional approach of companies working from the ‘inside out’, with customer and consumer behaviour a secondary consideration.

You can’t change consumer behaviour – but you can work with it, understand it, leverage it and positively address your bottom line

© 2013 IBM Corporation

Exploring you

Open & Exchange London

Guy Stephens, IBM, 28.08.13

3 © 2013 IBM Corporation

"A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter – and getting smarter

faster than most companies”

“There are no secrets. The networked market knows more than companies do about their own products. And whether

the news is good or bad, they tell everyone”

“The new Web is...a shared canvas where every splash of paint

contributed by one user provides a richer tapestry

for the next user to modify or build on”

“We are increasingly becoming one another’s infrastructure”

“When we change the way we communicate, we change society”

1999 2006 2010 2011

‘What happens when we treat customers

as part of the company?’

“Born cloud, raised mobile, growing up

social”

2011 JP R

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“The goal of any adaptive business is to sense empathy

along with the opportunities for real-time and right-time

engagement”

2011 Bria

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Bria

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“The social network will be the new

production line in a company”

2012 Gin

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Gin

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Don

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The changing landscape


The Law of Requisite VarietyWR Ashby, An Introduction to Cybernetics (1956)


1. Innovative & contextual methods2. Self-selection of tools

3. Willing co-operation4. Duty of being transparent

5. Sharing our knowledge

Principles of Networked UnmanagementHarold Jarchehttp://www.jarche.com/2012/10/principles-of-networked-unmanagement/http://www.jarche.com/2013/08/dismantling-hierarchies/


Customer service is the new blackCustomer service is the new marketing

Disruption is the constantTransparent, authentic, open, empower

don’t be/come a cliché: learn to discern


Sharing is a currency: Learn the value of sharing

What do I share?How do I share?When do I share?Where do I share?What do I want you to share with me?When do I want you to share with me?Do I want you to share with me?What do you want me to share with you?Sharing with friendsSharing with colleaguesSharing with anyoneDoes anyone want to share with me?Does anyone want me to share with them?Does anyone care?Do I care?Can I be bothered?


Design for the momentUnderstand the mediumDon’t over thinkStart smallDo


You are YouLearn from others, but find your own way, find your own ‘literacies’

You are not Dell, BT, Zappos, Burberry, JetBlue, ASOS, O2…You are [Insert Your CompanyName here]. It’s your journey, not theirs!


beBOLD

@lesanto We’re all explorers…


@guy1067 is a work in progress


“Come to the edge, he said.We are afraid, they said.Come to the edge, he said.They came to the edge,He pushed them…and they flew.”Guillaume Apollinaire, French Poet

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