Needless to say, we are living through pretty interesting times. But the interesting age, ironically sounds a bit dull. I prefer to call it simply “The Crazy Age”” And that’s what my session is about today. It’s about celebrating the crazy age as a time for companies to break free from the past. To embrace game changing ideas and radical thinking. Because one thing is for sure, if you don’t someone else will.

1. Everything is changing. To capture that unique mixture of fear
and excitement, bewilderment and complexity, opportunity and
threat, intensity and unpredictability, only The Crazy Age will do.
The 7th IDM B2B Marketing Conference

2. ?
The 7th IDM B2B Marketing Conference

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4. Game changer –It took Microsoft 15 years to reach $1b in
sales. It took Google 6. Who will be the next and more
importantly how quickly can they do it? Brands can thrive
and die in minutes, hours and days on the interweb. Crazy,
inspiring and scary!
The 7th IDM B2B Marketing Conference

5. Game changer: Word of mouse is
the holy grail. Focus has to be on
creating and delivering a
remarkable product or service.
Marketing is no longer a band aid
on mediocrity. In the crazy age you
have to be interesting first and
relevant second.
The 7th IDM B2B Marketing Conference

6. Game changer - The biggest brands in the world are not the super brands of yesterday but
the ME brands of today. It’s the ME, ME, ME generation that rules.
Those brands that are embracing the power of social innovation to create intimate
relationships with their customers will be the biggest winners.
The 7th IDM B2B Marketing Conference

7. Game changer: We moved from a
relatively stable and predictable
world where market leaders
enjoyed economies-of-scale and
derived dominance over smaller,
copycat rivals. Instead it has given
way to a more unpredictable
environment where dominant
market “gorillas” are increasingly
vulnerable to the guerrilla
strategies of nimbler, more
creative opponents.
The 7th IDM B2B Marketing Conference

8. Game changer - Crazy is the new black. Success in
the new world is no longer about shying away from
the bizarre, the unpredictable and the wildly
unconventional but about embracing it and actively
seeking it out.
The 7th IDM B2B Marketing Conference

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15. 1: Change doesn’t give a crap if you like it or not
2: Break the rules if you’re serious about supersonic growth
3: Embrace the crazy age and work it to your advantage
4: Look at “Challenger brand” strategy as a real alternative
5: Don’t be different, be radically different.
This may ultimately be the only
sane thing to do – to buck
convention, to defy expectation,
to be predictably unpredictable.
To stop asking ourselves if
we’re being crazy and ask
ourselves if we’re being crazy
enough.
The 7th IDM B2B Marketing Conference

16. The Q&A bit before the bar opens
The 7th IDM B2B Marketing Conference