creativity talks - downstream innovation -the big picture
TRANSCRIPT
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Stimulating Creativity in
Flemish Entrepreneurs
Flanders DC - Mission
Stimulating Entrepreneurship in
Flemish Creative Industries
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Flanders DC – Companies
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Flanders DC – Schools
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Flanders DC – General Public
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THE BIG
PICTURE.
#CREATALKS
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As a company, having thousands of
customers, suppliers, distributors and
business partners, YOU DO HAVE
THE BIG PICTURE VIEW TO create UNIQUE
VALUE!
WHERE IS IT?
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Purchase and
Installation
Search and Selection
Purchase and
Installation Use
Maintenance and Disposal
Look At Your Customers
Broader Than This.
Purchase and
Installation
© Vlerick Leuven Gent Management School and Flanders District of Creativity
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It’s About Stepping Back
And Connecting The Dots.
Search and Selection
© Vlerick Leuven Gent Management School and Flanders District of Creativity
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FROM SEEING THE CLUTTER…
…TO SEEING WHAT’S RELEVANT
Search and Selection
© Vlerick Leuven Gent Management School and Flanders District of Creativity
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APPLICABLE FROM MANY
PERSPECTIVES… Search and Selection
© Vlerick Leuven Gent Management School and Flanders District of Creativity
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It’s About Knowing What Your Customers Are Really After.
Purchase and
Installation
© Vlerick Leuven Gent Management School and Flanders District of Creativity
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MOVING AWAY FROM PRICE CONTROLLING…
…TO VALUE CONTROLLING
Purchase and
Installation
© Vlerick Leuven Gent Management School and Flanders District of Creativity
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LOOKING BEYOND THE PRODUCT PURCHASE
TO COLLECT DATA.
Purchase and
Installation
© Vlerick Leuven Gent Management School and Flanders District of Creativity
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It’s About Seeing Opportunities Nobody Else Does.
Use
© Vlerick Leuven Gent Management School and Flanders District of Creativity
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MAKING THE BLIND…
…SEE THE CONTEXT
Use
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IN MANY DIFFERENT INSTANCES… Use
© Vlerick Leuven Gent Management School and Flanders District of Creativity
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It’s About Seeing The Big
Picture Of What’s Happening.
Maintenance/Disposal
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NOT TO USE GUESSWORK…
…BUT TO MAKE INFORMED DECISIONS
Maintenance/Disposal
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NOT ONLY IN THE REAL ESTATE MARKET… Maintenance/Disposal
© Vlerick Leuven Gent Management School and Flanders District of Creativity
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1 to 1 marketing
customer relationship
management
customised products
predicting a customer’s next
transaction
© Vlerick Leuven Gent Management School and Flanders District of Creativity
But Careful! It’s Not About…
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BY LOWERING
RISKS & COSTS
HOW IS THE BIG
PICTURE VALUE
CREATED?
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Value-creating Mechanisms In
Perspective.
Mirroring
Prediction
Benchmarking and Ranking
Segmentation
Insig
ht fo
r S
elle
r In
sig
ht fo
r B
uyer
Within Data Beyond Data
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By Seeing Latent Similarities & Differences.
Segmentation
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In Practice…
Energy Consumption Profiles Allow For:
effective prioritisation of development
projects
reduced risk of grid problems
power cuts are made at times with low
energy demands
reduced consumer cost of power
downtime
• Increase in Customer
Loyalty
• Better Service Quality
• Improved Corporate
Reputation
© Vlerick Leuven Gent Management School and Flanders District of Creativity
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Benchmarking and Ranking
By Letting Others See How
They Measure Up Against Their Peers…
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business school ranking based on
a number of performance
parameters enables:
to see strengths and weaknesses
reduced risk of having a wrong
focus
improved brand recognition
reduced advertising costs
• VALUE FOR THE FINANCIAL TIMES?
• Brand Recognition
• Expert In The Field
• Cognitive Competitive
Advantage
In Practice…
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Prediction By Knowing What’s Going To Happen Next.
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Remote monitoring system of some
10 000 lifts ensures
Lifts are always in perfect condition
reduced risk of breakdown
Maintenance is automatic takes a
shorter time and is cheaper
reduced total maintenance
costs
• Greater Customer Trust
• Higher Customer
Loyalty
• Differentiated Product
© Vlerick Leuven Gent Management School and Flanders District of Creativity
In Practice…
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Mirroring By Filtering Out Relevant Information For The Client.
© Vlerick Leuven Gent Management School and Flanders District of Creativity
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Compiling traffic information from more
than 2 million GPS devices and
historical data provides
Calculation of the fastest road to
destination
Regular update of the calculated route
Precise indication of arrival time
reduced risk of being late or
taking the wrong route
• Leader in the Industry
• Prediction precision is
increasing as we
speak!
© Vlerick Leuven Gent Management School and Flanders District of Creativity
In Practice…
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SUSTAINABLE
COMPETITIVE
ADVANTAGE! Through…
LONG TERM
RESULTS?
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Network Effects And Increasing Returns To Scale.
The more people use City Sense, the more it makes
Sense!
© Vlerick Leuven Gent Management School and Flanders District of Creativity
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Voluntary Lock-in Effect.
Who would switch to competition saving a few
dollars but losing the whole purchase history?
© Vlerick Leuven Gent Management School and Flanders District of Creativity
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Differentiated Product.
Is there anyone else who lets you know when to take your vitamins?
© Vlerick Leuven Gent Management School and Flanders District of Creativity
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5 Smart Steps Towards The Big Picture.
• Identify possibilities to create value along the purchase cycle Step 1:
•Scan the environment for data Step 2:
•Aggregate and analyse data Step 3:
•Select value-creating mechanism Step 4:
•Embed Big Picture thinking into your strategy Step 5:
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Happy to Clarify. Prof Dr Marion Debruyne
MarionDebruyne
Prof Dr Niraj Dawar
http://nothingbutmarketing.blogspot.com
NirajDawar
Livia Pijakova
LiviaPijakova
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Any More Examples?
Can you think of other examples of Companies that
Create value Through the big Picture?
Share your thoughts in your team…
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Can you see the Big Picture?
PICK A COMPANY OF YOUR CHOICE AND
MAP OUT THE PRESUMED PURCHASE CYCLE OF
ITS CUSTOMERS.
• Where do you find sources of data?
• What data would this company already have collected that
can be used to compose the Big Picture view?
• What kind of value can the Big Picture create for the clients
(which value-creating mechanism is to be used?)?