Gain trust by disruption? Inspiring case studies & secrets to success

Egmont Philips

@ European Communication Directors Summit Brussels, June 2015

Trust

…is key in the finance industry!

2

-60

-40

-20

0

20

40

Cumultive Returns High reputation portfolio

S&P 500

Trust

3

…protects reputation

When a company is not trusted When a company is trusted

Will believe negative information

after hearing it 1-2 times

57%

will believe positive information after hearing it 1-2 times 15%

will believe positive information after hearing it 1-2

times

51%

25%

Will believe negative information after hearing it 1-2 times

Trust

4

...but is easily lost

May 24, 2015

Best service ever! @Burger_Palace

1712 likes 146 Comments 21 Shares

Disruption

5

When talking about disruption: what do we mean?

Disruptive Business model

Disruptive Message

Disruptive Form

Disruption

6

What do we mean?

Disruptive Business model

Disruptive Message

Disruptive Form

Business Model Disruptions

7

Disrupt or be disrupted

8

* Viacom Media research 2013, USA

Business Model Disruptions

Disrupt or be disrupted

Online Personal Computering

Mobile Discount Retail

Household Goods

Banking

Risk

Disruptive business model: disruptive video

9

Disruption

10

To make it simple:

Disruptive Business model

Disruptive Message

Disruptive Form

Disruptive message: emotion or ratio?

11

Take away: go for emotions, most decisons are taken irrationally!

• Disruption must be aligned with the company’s purpose to be credible

• It’s all about emotions and cognitive dissonance

12

Disruption

13

What do we mean?

Disruptive Business model

Disruptive Message

Disruptive Form

Disruption by form: how to get attention?

14

Take away

15

What do you want your audience to say! And make sure they do!

16

Reïnvent

Adjust Features

Change Story (and act accordingly!)

Change Key words

Emotional

Rational

Business Model Message Form

Level of disruption

My disruption model

Disruptive message: emotion or ratio?

17

18

Personal Lessons

0 Start with a small success & make it BIG

0 Take business & personal goals of decision makers into account

0 Dare to be different & show your passion

Thank you

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