This is the full slidedeck of the first session of our Smartees Summer School on the Consumer-Activated Company. In this session, our CEO Kristof De Wulf elaborates on how to combine consumer centricity with innovation to give your organisation a headstart on the competition.

1. COMPANY
TOWARDS THE
consumer-activated

2. THE AGE OF
RELEVANCE
#1

3. DOES THE FUTURE
OF YOUR BUSINESS
DEPEND ON LUCK?
@KRISTOFDEWULF

4. @KRISTOFDEWULF
WAS MADONNA
JUST LUCKY?

5. 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

6. @KRISTOFDEWULF

7. STEPHEN HAWKING
@KRISTOFDEWULF

8. @KRISTOFDEWULF

9. “The consumer is not a
MORON, she is your WIFE.”
DAVID OGILVY
@KRISTOFDEWULF

10. @KRISTOFDEWULF

11. “When your EYES are
looking at the company, your
ASS is facing the consumer.”
@KRISTOFDEWULF

12. @KRISTOFDEWULF

13. @KRISTOFDEWULF

14. @KRISTOFDEWULF
IT’S HARD TO
STAND OUT

15. BRAND USERS KNOW
VERY LITTLE ABOUT YOU
@KRISTOFDEWULF

16. PERCEPTIONS ARE
NOT STABLE
@KRISTOFDEWULF

17. 50/20 RULE
@KRISTOFDEWULF

18. 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”

19. JUST LISTENING
IS NOT ENOUGH
@KRISTOFDEWULF

20. 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

21. THE CONSUMER-
ACTIVATED
COMPANY
#2

22. @KRISTOFDEWULF
COPERNICUS
IS BACK

23. “There is only one BOSS,
the CUSTOMER.”
SAM WALTON
@KRISTOFDEWULF

24. @KRISTOFDEWULF

25. Did you
use your own
brand or product?
@KRISTOFDEWULF

26. Did you directly
talk to a consumer
about your brand
or product?
@KRISTOFDEWULF

27. Did you learn
something new
about your market?
@KRISTOFDEWULF

28. Did you
start a meeting
with a story
on a consumer?
@KRISTOFDEWULF

29. @KRISTOFDEWULF
What’s your
score?
0
1
2
3
4

30. COMPANY
CENTRIC
@KRISTOFDEWULF

31. CONSUMER
CENTRIC
COMPANY
CENTRIC
@KRISTOFDEWULF

32. CONSUMER
ACTIVATED
CONSUMER
CENTRIC
COMPANY
CENTRIC
@KRISTOFDEWULF

33. Co- isn’t short for consumer
@KRISTOFDEWULF

34. “99.9% of the world’s
SMARTEST people don’t
work for us.”
STIVEN KERESTEGIAN, LEGO
@KRISTOFDEWULF

35. LEAD
USERS
MAKERS
From few lead users to a lot of makers
@KRISTOFDEWULF

36. @KRISTOFDEWULF

37. THE CONSUMER-
ACTIVATED
EMPLOYEE
#3

38. @KRISTOFDEWULF
STIMULATING
IMPACTFUL
CREATIVITY

39. @KRISTOFDEWULF
SPEEDING UP
INTERNAL CLOCK

40. @KRISTOFDEWULF
BECOMING
FUTURE PROOF

41. @KRISTOFDEWULF

42. 1.
@KRISTOFDEWULF
YOU ARE NOT
YOUR CONSUMER

43. @KRISTOFDEWULF
SPEND TIME WITH
PROBLEMS

44. DEVELOP DAILY
RITUALS
@KRISTOFDEWULF

45. 1 2 3 4 5 6
7 8 9 10 11 12
13 14 15 16 17 18
19 20 21
@KRISTOFDEWULF

46. @KRISTOFDEWULF
ONGOING DIALOGUE
WITH BUS USERS

47. @KRISTOFDEWULF
2. LOOK AT THE WORLD
LIKE A TRAVELER

48. 現場
@KRISTOFDEWULF

49. @KRISTOFDEWULF
IKEA
EFFECT

50. @KRISTOFDEWULF
3. KEEP QUESTIONING
WHY WHY WHY

51. @KRISTOFDEWULF
WHAT EXPLAINS
DYSON’S SUCCESS?

52. Aha!
@KRISTOFDEWULF

53. 4. ZOOM OUT
TO SEE MORE
@KRISTOFDEWULF

54. @KRISTOFDEWULF
WHAT MADE THE
BEETLE A SUCCESS?

55. @KRISTOFDEWULF
THE POWER OF
EMOTIONAL SWEAT

56. @KRISTOFDEWULF
DISCONNECT
TO REFLECT

57. 5. SHOW EACH OTHER
THE WAY
@KRISTOFDEWULF

58. @KRISTOFDEWULF
LET MY PEOPLE
GO SURFING

59. @KRISTOFDEWULF
CONSUMER
HAPPINESS CULTURE

60. @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

61. @KRISTOFDEWULF
INSIGHT ACTIVATION STUDIO

62. @KRISTOFDEWULF

63. Ready It starts with you.
@KRISTOFDEWULF

64. Set It’s a marathon. Not a sprint.
@KRISTOFDEWULF

65. Go The world is your playground.
@KRISTOFDEWULF

66. LET’S GO
TO THE Q&A