COMPANY
TOWARDS THE
consumer-activated
THE AGE OF
RELEVANCE
#1
DOES THE FUTURE
OF YOUR BUSINESS
DEPEND ON LUCK?
@KRISTOFDEWULF
@KRISTOFDEWULF
WAS MADONNA
JUST LUCKY?
I want to escape the limitations of my
daily routine life and enjoy the activity
of fantasizing about alternative
identities, lives, or positions
Her insight …
@KRISTOFDEWULF
STEPHEN HAWKING
@KRISTOFDEWULF
“The consumer is not a
MORON, she is your WIFE.”
DAVID OGILVY
@KRISTOFDEWULF
“When your EYES are
looking at the company, your
ASS is facing the consumer.”
@KRISTOFDEWULF
@KRISTOFDEWULF
IT’S HARD TO
STAND OUT
BRAND USERS KNOW
VERY LITTLE ABOUT YOU
@KRISTOFDEWULF
PERCEPTIONS ARE
NOT STABLE
@KRISTOFDEWULF
50/20 RULE
@KRISTOFDEWULF
CONSUMERS ARE
EMPOWERED
@KRISTOFDEWULF
BB: “These are the rules”
X: “I don’t follow the rules”
Y: “Let’s co-create the rules”
Z: “I create my rules”
JUST LISTENING
IS NOT ENOUGH
@KRISTOFDEWULF
IT IS HARD TO STAND OUT
CONSUMERS DO NOT KNOW MUCH
PERCEPTIONS ARE NOT STABLE
50/20 RULE
CONSUMERS ARE EMPOWERED
JUST LISTENING IS NOT ENOUGH
A BRAVE NEW WORLD
@KRISTOFDEWULF
THE CONSUMER-
ACTIVATED
COMPANY
#2
@KRISTOFDEWULF
COPERNICUS
IS BACK
“There is only one BOSS,
the CUSTOMER.”
SAM WALTON
@KRISTOFDEWULF
Did you
use your own
brand or product?
@KRISTOFDEWULF
Did you directly
talk to a consumer
about your brand
or product?
@KRISTOFDEWULF
Did you learn
something new
about your market?
@KRISTOFDEWULF
Did you
start a meeting
with a story
on a consumer?
@KRISTOFDEWULF
@KRISTOFDEWULF
What’s your
score?
0
12
3
4
COMPANY
CENTRIC
@KRISTOFDEWULF
CONSUMER
CENTRIC
COMPANY
CENTRIC
@KRISTOFDEWULF
CONSUMER
ACTIVATED
CONSUMER
CENTRIC
COMPANY
CENTRIC
@KRISTOFDEWULF
Co- isn’t short for consumer
@KRISTOFDEWULF
“99.9% of the world’s
SMARTEST people don’t
work for us.”
STIVEN KERESTEGIAN, LEGO
@KRISTOFDEWULF
LEAD
USERSMAKERS
From few lead users to a lot of makers
@KRISTOFDEWULF
THE CONSUMER-
ACTIVATED
EMPLOYEE
#3
@KRISTOFDEWULF
STIMULATING
IMPACTFUL
CREATIVITY
@KRISTOFDEWULF
SPEEDING UP
INTERNAL CLOCK
@KRISTOFDEWULF
BECOMING
FUTURE PROOF
1.
@KRISTOFDEWULF
YOU ARE NOT
YOUR CONSUMER
@KRISTOFDEWULF
SPEND TIME WITH
PROBLEMS
DEVELOP DAILY
RITUALS
@KRISTOFDEWULF
1 2 3 4 5 6
7 8 9 10 11 12
13 14 15 16 17 18
19 20 21
@KRISTOFDEWULF
@KRISTOFDEWULF
ONGOING DIALOGUE
WITH BUS USERS
@KRISTOFDEWULF
2.LOOK AT THE WORLD
LIKE A TRAVELER
@KRISTOFDEWULF
IKEA
EFFECT
@KRISTOFDEWULF
3.KEEP QUESTIONING
WHY WHY WHY
@KRISTOFDEWULF
WHAT EXPLAINS
DYSON’S SUCCESS?
Aha!
@KRISTOFDEWULF
4.ZOOM OUT
TO SEE MORE
@KRISTOFDEWULF
@KRISTOFDEWULF
WHAT MADE THE
BEETLE A SUCCESS?
@KRISTOFDEWULF
THE POWER OF
EMOTIONAL SWEAT
@KRISTOFDEWULF
DISCONNECT
TO REFLECT
5.SHOW EACH OTHER
THE WAY
@KRISTOFDEWULF
@KRISTOFDEWULF
LET MY PEOPLE
GO SURFING
@KRISTOFDEWULF
CONSUMER
HAPPINESS CULTURE
@KRISTOFDEWULF
YOU ARE NOT YOUR CONSUMER
THINK LIKE A TRAVELER
WHY? WHY? WHY?
ZOOM OUT TO SEE MORE
SHOW EACH OTHER THE WAY
THE CONSUMER-ACTIVATED EMPLOYEE
@KRISTOFDEWULF
INSIGHT ACTIVATION STUDIO
Ready It starts with you.
@KRISTOFDEWULF
Set It’s a marathon. Not a sprint.
@KRISTOFDEWULF
Go The world is your playground.
@KRISTOFDEWULF
LET’S GO
TO THE Q&A