1. KAMISARAKI! THIS BOLIVIAN WOMAN SPEAKS AYMARA A UNIQUE LANGUAGE IN WHICH THE PAST IS AHEAD BECAUSE YOU CAN SEE IT. THE FUTURE IS BEHIND BECAUSE IT IS UNKNOWN. 1

2. IN AYMARA, THE WORD FOR FRONT IS NAYRA. IT ALSO REFERS TO THE PAST. IN AYMARA, QUIPA MEANS BACK. IT ALSO REPRESENTS THE FUTURE. LETS LOOK AT MARKETING IN A REAR VIEW MIRROR. 2 3. I WANT TO TALK ABOUT MORE THAN MARCOMMS. I WANT TO TALK ABOUT STRATEGY AND TACTICS, RESEARCH AND BRANDING, PRODUCT AND PRICE. I WANT TO TALK ABOUT THE BUSINESS OF MARKETING. 3 4. UNDERNEATH THE RAPID SEISMIC SHIFTS THERE IS A ROCK SOLID FOUNDATION. I WANT TO NAVIGATE THE FUTURE OF MARKETING BUT ANCHOR IT TO THE PAST. JOIN ME ON THIS JOURNEY. 4 5. GROWTH AND DECLINE ARE ONLY NATURAL. THINK NATURE. NOURISH YOUR ROOTS. KEEP EMPLOYEES HAPPY, DELIGHT YOUR CUSTOMERS, MAKE SHAREHOLDERS ECSTATIC. FOCUS ONLY ON SHAREHOLDER VALUE. YOU RISK EXTINCTION. 5 6. STRATEGY IS ABOUT CHOOSING WHAT TO DO. AND, KNOWING WHAT NOT TO DO THINK CHESS. GIVE UP YOUR PAWN NOW SO YOU CAN CHECKMATE IN FIVE. 6 7. STRATEGY AND TACTICS ARE NOT SEQUENTIAL STEPS. THEY MUST HAPPEN IN TANDEM. THINK WARFARE. NO BATTLE WAS EVER WON WITH STRATEGY AND TACTICS OUT OF STEP. BUSINESS IS NO DIFFERENT. 7 8. SEARCH AND YOU WILL FIND. RESEARCH AND YOU WILL FIND OUT. THINK OF RESEARCH AS THE LAMPPOST THAT LIGHTS UP THE GROUND. SEARCH WITHIN YOUR OWN MIND AND FIND YOUR WAY. 8 9. THINK OF CUSTOMERS AS PEOPLE. NOT USERS OF PRODUCTS OR SERVICES. THE MARKET IS A VIGNETTE . NO HALF TONES OR PIXELS. THINK ANALOG. DO DIGITAL. 9 10. BRANDING IS HOT TODAY. IT ALWAYS WAS. HOT, BLOODY AND PAINFUL. A BRAND IS NOT A FUNCTION OF MARKETING. IT IS THE FOUNDATION OF EVERY BLOODY BUSINESS. 10 11. A PRODUCT IS NOT A BUNDLE OF FEATURES AND BENEFITS. IT HAS A JOB TO DO. ADD BELLS ONLY IF IT RINGS THE CASH REGISTER. THINK POTTERY. FUNCTION MUST DEFINE FORM. 11 12. PRICE IS PRECIOUS. DONT JUST GIVE IT AWAY. THINK BACK TO BARTER. WHEN MARKETING WAS ALL ABOUT FAIR VALUE AND FAIR EXCHANGE. GIVE AND TAKE. DONT SELL ON PRICE. TRADE ON VALUE. 12 13. RETAIL IS ALL ABOUT TRUST. WHETHER ONLINE OR OFFLINE. THINK BACK TO THE CORNER STORE. REDISCOVER THE MAGIC OF PERSONAL CONNECTION. FORGET MARGINAL COST. FOCUS ON MARGINAL VALUE. 13 14. THINKING WITHOUT SUBSTANCE IS A WASTE OF TIME. SUBSTANCE WITH NO THINKING IS A WASTE OF SPACE. THINK FIBONACCI NUMBERS AND THE NAUTILUS SHELL. MIND AND MATTER MUST GO TOGETHER. 14 15. BEING DIFFERENT IS NOT THE SAME AS DIFFERENTIATION. BEING LOUD IS NOT THE SAME AS BEING HEARD. BE MORE RELEVANT THAN UNIQUE. THINK SMOKE SIGNALS. MAKE LESS NOISE. MORE SIGNAL. 15 16. THE PAST IS YOUR BEST SOURCE OF BIG DATA. SLICE IT. DICE IT. READ BETWEEN THE NUMBERS. LOOK AT IT CLOSELY AND FROM A DISTANCE. UNTIL YOU SEE AHEAD OF THE CURVE. 16 17. THE FUTURE IS AN UNKNOWN DESTINATION. BUT THE ROAD TO GET THERE IS ALREADY CHARTED. THINK OF EVERY LEARNING FROM THE PAST AS A DOT. JOIN THOSE THAT REALLY MATTER. 17 18. THE BEST WAY TO COPE WITH THE FUTURE IS TO ACTUALLY CREATE IT. MASTER WHAT YOU CAN SEE SO YOU CAN MUSTER THE MEANS TO STRADDLE THE PAST AND FUTURE. 18 19. WHAT YOU HAVE HEARD MAY HAVE BEEN SOMEWHAT SOBERING. WMARKETING IS FUN WORK BUT ALSO SERIOUS BUSINESS. GET THE MIX RIGHT AND YOU HAVE A GREAT COCKTAIL! 19 20. WHEN YOU GET BACK TO WORK TOMORROW, TRY WEARING A NEW HAT. SEE THE WORLD OF MARKETING WITH A NEW LENS. REMEMBER THAT PAST IS NOT PASSE. LEARN FROM IT. CREATE AN EXCITING FUTURE. THANK YOU AND GOOD NIGHT! 20