This document discusses how startups are driving disruption and revolutionizing industries through new technologies. It provides examples of companies that have become very large and influential without owning traditional business assets, such as Uber and Airbnb. The document then discusses key drivers of human development and innovation, as well as principles for how insurgents can be successful in driving change, such as having a strong product, effective marketing and sales, good customer success, and talent management. It also discusses how incumbents can strengthen their position and win against insurgent startups through approaches like branding, acceleration programs, business development, corporate ventures, and funding options.

1. PRACTICAL GUIDE FOR A
REVOLUTION

2. SOON, EVERY COMPANY WILL BE A TECH CO.
Life is already digital, and software is eating the world while unleashing humanpotential.
10X change on
how we produce
10X change on
what products are
10X change on
how we buy and consume

3. THE DISRUPTION IS ALREADY HAPPENING
• World’s largest taxi company owns no taxis (Uber)
• Largest accommodationprovider owns no real estate (Airbnb)
• Largest phone companies own no telco infra (Skype, Whatsapp)
• World's most valuable retailer has no inventory (Alibaba)
• Most popular media owner creates no content (Facebook)
• Fastest growing lenders have no actual money (SocietyOne, LendingClub)
• World’s largest movie house owns no cinemas (Netflix)

4. KEY DRIVERS OF HUMAN DEVELOPMENT
Source: The History of Creating Value
Startup founders are accelerating the pace, by making useful things faster than
corporations.

5. REVOLUTIONS IN NUMBERS
243
96
42
381 Conflicts Results
Tie
Insurgent
Incumbent
Low-intensity conflict has been ubiquitous throughout history and of vital
importance in shaping the world. Since 1775, there has been 381 guerrillas.
Source: Invisible Armies

6. HOW INSURGENTS WIN?

7. WHAT MAKES A GUERRILLA SUCCESSFUL?
• Speed
• Big HairyAudacious Goals
• Outside Help
• Natural Secret Weapon

8. SECRET WEAPON I: PRODUCT
Design Thinking, Customer Discovery, and HW + SW Product Management, and
Scrum are changing the way products are conceived and built
Source: Spotify

9. SECRET WEAPON II: MARKETING & SALES
Growth Hacking, Sequential Growth, and Automation are driving Cost of Acquiring
Customer (CAC) down. Over 3,500 companies with more than US$21 billion in
funding disrupting the space
Source: Chiedmartec.com

10. SECRET WEAPON III: CUSTOMER SUCCESS
Customer success is more than just a cultural factor, is a discipline, boosting the
prospects for Life Time Value (LTV)
Source: Totango

11. SECRET WEAPON IV: TALENT SUCCESS
• CAC for Hiring
– Sources of traffic
• LTV for Development
– Gross Margin per Talent
– Ramp up
– Churn
• Tour of Duty
– Rotational
– Transformational
– Foundational
Talent Management is undergoing the same transformation as Marketing & Sales.
Talent automation is next

12. HOW INCUMBENTS WIN?

13. WHAT MAKES THE STRONG STRONGEST?
• Conventional Warfare
• Counterinsurgency
• Hearts & Minds

14. MODERN OPTIONS
• Branding (Endeavor, Cubo)
• AccelerationPrograms (Oxigênio, InovaBra,Y Combinator)
• Business Development (aka acquihire)
• Corporate Venture (Ford, VW, etc.)
• Fund or Fund-of-funds (i.e. Iconiq)

15. Astella is a Latin root that originated the words atelier
and estaleiro (shipyard); a place where great heroes are
built, through science and art.