marketing academy 2015 australia - day 1 of 5
TRANSCRIPT
HIGHLIGHTS,INSIGHTS & SOUNDBITES
From David Halter@davidhalter
AUSTRALIA 2015
30 STRANGERS
5 DAYS1 HAUNTED LOCATION
WHERE WERE WE? FIND OUT HERE
FOUNDER SHERILYN SHACKELL ON THEMARKETING ACADEMY’S PURPOSE
“BEING A GOOD LEADER ISN’T JUST ABOUT LEADERSHIP – IT’S ABOUT HOW MANY GOOD LEADERS YOU CAN CREATE”
SHERILYN ON DEFINING A ‘TRUE LEADER’
“TRUE LEADERS TAKE 100% RESPONSIBILITY FOR THEIR DECISIONS. THEY HAVE AN APPRECIATION FOR OTHERS.
THEY LISTEN. THEY GIVE MORE THAN THEY GET. BUT ABOVE ALL, THEY’RE AUTHENTIC.”
OSCAR TRIMBOLI, (COACH, AUTHOR, MENTOR, SPEAKER) ON EFFECTIVE LEADERSHIP
“TAKE TIME TO...
PAUSE
REFLECT
THINK”
OSCAR ON GOAL SETTING
“WRITE THEM DOWN. YOU WILL REACH A NEW LEVEL OF ACHIEVEMENT WHEN GOALS ARE DECLARED AND DOCUMENTED”
SOUNDBITES FROM ED
“YOU’RE NEVER DONE LEARNING”
“ALWAYS BRING YOUR A-GAME. PARK ALL YOUR ISSUES AT THE DOOR”
“MANAGERS HELP PEOPLE BE A LITTLE BIT BETTER. LEADERS TAKE PEOPLE WHERE THEY’VE NEVER BEEN BEFORE”
“GET THE RIGHT PEOPLE IN THE RIGHT ROLES”
MORE ED GOLD
“AS A LEADER, THINK THROUGH YOUR DECISION FROM EVERY PERSPECTIVE”
“LACKING CONFIDENCE OR HAVING SELF DOUBT IS COMMON TO EVERYONE”
“YOUR BEHAVIOUR AND ACTIONS ARE A MEGAPHONE”
“CALM CONFIDENCE”
“GIVE EVERYONE BACK TO THE UNIVERSE BETTER THAN YOU FOUND THEM”
“HELPING SOMEONE BECOME BETTER OFTEN STARTS WITH A DIFFICULT DISCUSSION”
LEADERS HAVE TO BE GOOD STORYTELLERS. WHEN ISSUES ARISE CHECK THAT THESE BOXES ARE ALL BEING TICKED AND THE STORY IS CONSISTENT
WHERE ARE WE GOING?
WHY ARE WE GOING THERE?
ARE PEOPLE’S ROLES CLEAR?
ARE WE HAVING REGULAR CHECK-INS?
ARE WE ENGAGING IN EFFECTIVE FEEDBACK?
ED SMITH ON BEING A PLAYER, NOT A VICTIM
NO MATTER HOW SHITTY YOUR CARDS ARE, PLAY THEM AND DON’T BE A VICTIM
WORK OUT HOW TO OPERATE AT ‘PEAK PERFORMANCE’
GOOD DIET (LUNCH AT 11AM & 3PM)
EXERCISE
LIFE IS A JUGGLING ACT, MOST OF THE BALLS ARE MADE OF GLASS (FAMILY, HEALTH ETC), ONLY ONE BALL BOUNCES
(JOB). IF DROPPED, THE OTHERS BREAK FOR GOOD
FEEDBACK - IT’S A GIFT
“I LIKE TO WORK IN A HIGH TRUST ENVIRONMENT”
“IDENTIFY WHERE YOU’RE GETTING YOUR FEEDBACK FROM”
NO ONE’S EVER SAID ‘GEE I WISH YOU’D TOLD ME THAT LATER”
SUNITA’S ON LEADERSHIP
“WHY LIE WHEN THE TRUTH WILL DO”
“MAKE SHIT HAPPEN”
“BE LIKEABLE”
“TRY AND DISTILL EVERYTHING YOU DO AND DEFINE YOUR LEADERSHIP STYLE”
SUNITA’S ON THE ANTI-ADVERTISING SENTIMENT
THE AANA’S PURPOSE: TO BE THE RESPECTED VOICE FOR BRANDS
96% OF ADVERTISERS DO THE RIGHT THING
ANTI-ADVERTISING IS A REAL THREAT TO OUR BUSINESS, ALL LEADERS NEED TO BE AWARE OF ITS POTENTIAL IMPACTS
FAIL PROOF INNOVATION
“THE IDEA OF FAIL FASTER’ IS BULLSHIT”
“INNOVATION MUST BE LINKED TO MEASURABLE GROWTH”
INNOVATION IS IN AUSTRALIA’S DNA
BLACK BOX FLIGHT RECORDER
WIFI
GOOGLE MAPS
MEDICAL INNOVATIONS GALORE
CADBURY MARVELOUS CREATIONS
‘INNOVATION’ IS IN EVERY MAJOR BRAND’S ANNUAL REPORT
BUT IT’S HARD!
98% OF ALL INNOVATION FAILS
IT FALLS DOWN BETWEEN BRIEF AND BALANCE SHEET
FIND A WAY TO BEAT THE ODDS
BEN ON WHY INNOVATION FAILS
1. NO SPONSORSHIP (AT THE VERY TOP)
2. NO PROPER INVESTMENT
3. NO STRATEGIC, CREATIVE OR COMMERCIAL PROCESS
4. NO INTERNAL ALIGNMENT
5. THE INNOVATION IS UNFEASIBLE
6. POOR EXECUTION
THEN DR ALEX GYANINUDGED US TOWARDS THE END OF DAY 1
ALEX GYANIBEHAVIOURAL INSIGHTS TEAMNSW GOVERNMENT
POLICY MAKING IS ABOUT CHANGING BEHAVIOUR
HOW?
1. REGULATION (LAWYERS)
2. INCENTIVES (ECONOMISTS)
3. INFORMATION (MARKETERS)
INTRODUCING EAST - A SIMPLE CHECKLIST
[CLICK BELOW TO DOWNLOAD]
EASY
SOCIAL ATTRACTIVE
TIMELY
A FEW SOUNDBITES & SOURCES
“DO A PILOT, THEN A BIGGER ONE, THEN ROLL IT OUT FULLY”
“SMALL NUDGES BASED ON BEHAVIOURAL INSIGHTS, CAN HAVE A HUGE IMPACT”
NSW GOVERNMENTBEHAVIOURAL INSIGHTS
UK GOVERNMENTBEHAVIOURAL INSIGHTS