In zijn nieuwe keynote Exploit Chaos & Change gemaakt voor het RTL Embracing Change 2015 event neemt topspreker Igor Beuker ons op gedreven en inspirerende wijze mee op zijn ontdekkingstocht. Met pakkende one-liners en aansprekende voorbeelden geeft Beuker ons een kijkje achter de deuren van de boardroom van Fortune 500 bedrijven. Gefascineerd geraakt over het feit dat disruptieve innovaties die hele segmenten doen verdampen, nooit van die mensen uit dat segment komen. En hoe het komt dat trends zo voorspelbaar zijn maar corporate merken er toch telkens niet in slagen om de business kansen van de 21e eeuw te verzilveren. Hij geeft aansprekende voorbeelden over de ROI van innovatie. De return on investment van innovatie is laag risico, maar genereert een groot deel van de winst. De 'risk of inaction' is hoog risico en gelijk aan het boiling frog effect. De kikker zit conformtabel in het warme water maar kookt dood. Beuker noemt het digitaal Darwinisme: tijdig aanpassen of uitsterven. Beuker legt uit hoe innovatieve merken zich georganiseerd hebben. Natuurlijk staat 'het' er al, zo voor ons neus, maar we zien het niet. Digitalisering? Chief Digital Officer Datafication? Chief Innovation Officer. In een tijdperk waarin marketing en technologie een zijn, kan een Chief Marketing Officier niet meer zonder CDO en CIO. Das war einmal. Verder heeft Beuker het over 'klaarmaken voor vertrek'. Noah bouwde ark voor de stortvloed kwam. En er komt een tsunami van innovatie over ons heen de komende 5 jaar! Hoe marketing een businessmodel kan zijn liet Beuker zien aan de hand van vele pakkende voorbeelden met bekende merken. Beuker sluit zijn keynote af met leiders die erg tot de verbeelding spreken en voorop lopen qua mentaliteit en welwillendheid om te innoveren. Die waren klaar voor vertrek. Na Beuker's laatste slide volgt een luid applaus en in de aftermath veel complimenten van deelnemers. Heerlijk dat een nieuwe keynote zo goed wordt ontvangen. Veel kijkplezier en deel 'm als een van je collega's het hier ook vaak over heeft. Boeken via www.igorbeuker.com

2. EXPLOIT
CHAOS & CHANGE

4. CHAOS
IS OPPORTUNITY

5. CHANGE
IS OPPORTUNITY

6. EARLY STAGE EXPLOREREARLY STAGE EXPLORER
JOIN MY JOURNEYJOIN MY JOURNEY
@IGORBEUKER@IGORBEUKER

7. CONTENT
TECHNOLOGY & TRENDS SHAKING UP ALL INDUSTRIES
THE BARRIERS & BENEFITS OF INNOVATION
BOILING FROGS & BUSINESS MODELS
SUMMARY & RECAP
OUTRO

8. CONTENT
TECHNOLOGY & TRENDS SHAKING UP ALL INDUSTRIES
THE BARRIERS & BENEFITS OF INNOVATION
BOILING FROGS & BUSINESS MODELS
SUMMARY & RECAP
OUTRO

9. MINI SCREENAGERS: HYPERCONNECTED ALWAYS ON TECH NINJA’SMINI SCREENAGERS: HYPERCONNECTED ALWAYS ON TECH NINJA’S

10. SCREENAGERS: DIGITAL NARCISSISM, SOCIAL STATUS & SELFIESSCREENAGERS: DIGITAL NARCISSISM, SOCIAL STATUS & SELFIES

11. ALIBABA: PAY WITH A SELFIE TO FUEL ECOMMERCEALIBABA: PAY WITH A SELFIE TO FUEL ECOMMERCE

12. $14.3 BILLION! ALIBABA’S SALES ON SINGLES DAY 11/11/2015$14.3 BILLION! ALIBABA’S SALES ON SINGLES DAY 11/11/2015
CHINA POST NEEDS TO DELIVER OVER 760 MILLION ORDERSCHINA POST NEEDS TO DELIVER OVER 760 MILLION ORDERS

13. MEDIA OWNERS MASQUERADED AS TECHNOLOGY COMPANIESMEDIA OWNERS MASQUERADED AS TECHNOLOGY COMPANIES

14. OUR 1.0 SOCIAL STRATEGY: LET’S BUY MORE FANS & FOLLOWERSOUR 1.0 SOCIAL STRATEGY: LET’S BUY MORE FANS & FOLLOWERS

15. 50+ BILLION CONNECTED DEVICES.50+ BILLION CONNECTED DEVICES.
IoT or INTERNET OF EVERYTHING?IoT or INTERNET OF EVERYTHING?

16. IN GOD WE TRUST. ALL OTHERS MUST BRING DATA.IN GOD WE TRUST. ALL OTHERS MUST BRING DATA.

17. CONNECTED, ELECTRIC & DRIVERLESS CARSCONNECTED, ELECTRIC & DRIVERLESS CARS
WHO’S BEHIND THE WHEEL BY 2020?WHO’S BEHIND THE WHEEL BY 2020?

18. CONTENT
TECHNOLOGY & TRENDS SHAKING UP ALL INDUSTRIES
THE BARRIERS & BENEFITS OF INNOVATION
BOILING FROGS & BUSINESS MODELS
SUMMARY & RECAP
OUTRO

19. MEET THE DECISION MAKERS:MEET THE DECISION MAKERS:
OLD SKOOL TECH RESISTANTSOLD SKOOL TECH RESISTANTS

20. MEET THEIR TARGETS:MEET THEIR TARGETS:
NEW SKOOL SCREENAGERSNEW SKOOL SCREENAGERS

21. CONTENT
RETURN ON INVESTMENT
ROI OF INNOVATIONROI OF INNOVATION
RISK OF INACTION

22. CONTENT
86% OF INNOVATION IS LOW RISK,
IT GENERATES 30% OF COMPANY PROFITS
RETURN ON INVESTMENTRETURN ON INVESTMENT
14% OF INNOVATION IS RADICAL,
IT GENERATES 70% OF COMPANY PROFITS
SOURCE: INSEAD 2014

23. CONTENT
27% OF INACTION IS RADICAL
COMPANY PROFITS DECLINE BY 30% IN 2-5 YEARS
73% OF INACTION IS HIGH RISK
COMPANY PROFITS DECLINE BY 40% IN 5-10 YEARS
SOURCE: MY DATA FROM 100+ INVENTION STRATEGIES
RISK OF INACTIONRISK OF INACTION

24. NO SKILL
THE WILLINGNESS TO EXPLOIT CHAOS & CHANGE
IS ABOUT COMPANY CULTURE AND PEOPLE
SKILL
WILL NO WILL*
* LEARN OR LEAVE, UP OR OUT.

25. HOW ABOUT CMOs?

26. MARKETING USED TO BE AN ART, NOW IT’S A SCIENCE
DATAFICATION… MAY THE MATH BE WITH YOU?

27. MADMEN

28. MATHMEN

29. BUT INNOVATION AIN’T ONE…BUT INNOVATION AIN’T ONE…

31. Social is business Customers evolve Digitization Datafication Rise of Mobile
86% of people stop
buying due to a poor
service experience
Show me personalized
content, services,
products & messaging
By 2017 the CMO
will spend more on
IT than the CTO
Customer insights,
consumer & fan data
drive ARPU & ROI
Today, 50% of
ecommerce traffic is
mobile
94% will pay more for
a great experience
Know me, wow me,
surprise & seduce me
By 2017 ca. 75% of
corporates will mix
Enterprise & Agile IT
Internet of things
drives data growth
and touchpoints
Mobile is first screen,
second brain and the
next big gateway
26% post and share
negative comments
Understand, recognize
and reward me
Bimodal IT: Digitally
agile without a mess
50+ billion connected
devices by 2020
Google cuts traffic to
non-mobile websites
DIGITAL DISRUPTION IS HERE

32. Data Types
•Retail/POS
•Behavioral
•Demographic
•Lifestyle
•Competitive
•CRM
•Social
•Mobile
•Search
•Website
•eCommerce
•Retail Traffic
•Weather
•Device
•OS
•Census Data
•Supply Chain
•Inventory/ Stock
•Mkt Research
•Panel Studies
•etc...
DATAFICATION IS HERE
igorbeuker.com

33. DATA-DRIVEN INTEGRATED DIGITAL MARKETING?
NEW SKILLS IN C-LEVEL SUITE: CDO + CIO + CTO

34. CONTENT
TECHNOLOGY & TRENDS SHAKING UP ALL INDUSTRIES
THE BARRIERS & BENEFITS OF INNOVATION
BOILING FROGS & BUSINESS MODELS
SUMMARY & RECAP
OUTRO

35. WELCOME TO THE DIGITAL WORLD

36. IN WHICH TRADITIONAL CORPORATES
NOW ALL HAVE TO COMPETE WITH

37. INNOVATIVE, AGILE, DATA-DRIVEN,
NEW TECH FIRMS WITHOUT LEGACY…

38. MOST VALUABLE RETAILER ON THE PLANET OWNS NO INVENTORYMOST VALUABLE RETAILER ON THE PLANET OWNS NO INVENTORY

39. WORLD’S MOST POPULAR MEDIA OWNER CREATES NO CONTENTWORLD’S MOST POPULAR MEDIA OWNER CREATES NO CONTENT

40. WORLD’S LARGEST TAXI COMPANY HAS NO VEHICLESWORLD’S LARGEST TAXI COMPANY HAS NO VEHICLES

41. WORLD’S LARGEST HOUSE PROVIDER OWNS NO REAL ESTATEWORLD’S LARGEST HOUSE PROVIDER OWNS NO REAL ESTATE

42. FORTUNE 500
LIFE EXPECTANCY
75 YEARS 15 YEARS 10 YEARS
1950 2010 2025
GROWTH BY
ENTERING A
NEW BUSINESS
95% FAILS 99% FAILS
CHAOS CREATES PREDICTABLE OPPORTUNITIES

43. BOILING FROG SYNDROMEBOILING FROG SYNDROME

44. DECEASED FROGS

45. IF THEY UNDERSTOOD THE META TRENDS,IF THEY UNDERSTOOD THE META TRENDS,
THEY WOULD HAVE LAUNCHED INSTAGRAMTHEY WOULD HAVE LAUNCHED INSTAGRAM

46. IF THEY HAD WATCHED THE TRENDSIF THEY HAD WATCHED THE TRENDS
THEY COULD HAVE BOUGHT NETFLIXTHEY COULD HAVE BOUGHT NETFLIX

47. WE MISSED OUT ON ECOMMERCEWE MISSED OUT ON ECOMMERCE

48. BOILING FROGS?

49. IF NOKIA WAS REALLY CONNECTING PEOPLEIF NOKIA WAS REALLY CONNECTING PEOPLE
THEY WOULD HAVE CREATED FACEBOOKTHEY WOULD HAVE CREATED FACEBOOK

50. WHAT IF THEY WOULD NOT HAVE EXCLUDED CONSUMERS?WHAT IF THEY WOULD NOT HAVE EXCLUDED CONSUMERS?

51. FINTECH STARTUPS UNBUNDLING BIG BANKSFINTECH STARTUPS UNBUNDLING BIG BANKS

52. WHAT IF THEY DON’TWHAT IF THEY DON’T
REINVENT THEMSELVESREINVENT THEMSELVES

53. COOL FROGS

54. NESPRESSO COINED INNOVATION & CRMNESPRESSO COINED INNOVATION & CRM

55. RESPECT FOR THEIR ‘DOLLE DWAZE’ REINVENTIONRESPECT FOR THEIR ‘DOLLE DWAZE’ REINVENTION

56. DIGITAL, DATA-DRIVEN, MOBILE INVENTIONDIGITAL, DATA-DRIVEN, MOBILE INVENTION

57. EARNED BY CUSTOMER EXCELLENGE, NOT ADVERTISINGEARNED BY CUSTOMER EXCELLENGE, NOT ADVERTISING

58. INSIGHT DRIVEN DIGITAL LEADERSHIP

59. 75.000 SUBS, STARTED NOVEMBER 201175.000 SUBS, STARTED NOVEMBER 2011

60. 2.3M SUBS, $276M REVENUES, STARTED 20102.3M SUBS, $276M REVENUES, STARTED 2010

61. STARTUP FROGS

62. PARTNERSHIP PROGRAM ON EMERGING TECHPARTNERSHIP PROGRAM ON EMERGING TECH

63. STARTUP ON REQUEST AKA CORPORATE GARAGESTARTUP ON REQUEST AKA CORPORATE GARAGE

64. CONTENT
TRENDS & TECH SHAKING UP ALL INDUSTRIES
THE BARRIERS & BENEFITS OF INNOVATION
BOILING FROGS & BUSINESS MODELS
SUMMARY & RECAP
OUTRO

65. ALL COMPANIES THAT INNOVATE ATALL COMPANIES THAT INNOVATE AT
THE SPEED OF CHANGE WILL SURVIVETHE SPEED OF CHANGE WILL SURVIVE
MOST HOWEVER WILL BE SMALLERMOST HOWEVER WILL BE SMALLER
PLAYERS IN THE DIGITAL ERAPLAYERS IN THE DIGITAL ERA

66. Innovation is Low Cost, High ROI.
Risk of Inaction = Commercial Suicide
Only innovative species survive.
Adapt, or see you in a museum soon
Track and monetize meta trends.
Innovate at the speed of change
Adaptive media planning.
Predictive marketing
Innovate to compete with
Amazon’s & Facebook’s
Exploit Chaos & Change.
Don’t Hate. Integrate!!

67. CONTENT
TRENDS & TECH SHAKING UP ALL INDUSTRIES
THE BARRIERS & BENEFITS OF INNOVATION
BOILING FROGS & BUSINESS MODELS
SUMMARY & RECAP
OUTRO

68. MY VISION ON FUTURE OF INNOVATION?

69. 69
REVOLUTION INREVOLUTION IN
MARKETING HABITSMARKETING HABITS

70. BIGGER
THAN THE INTERNET

71. ““NOAH BUILT HIS ARK BEFORE THE FLOOD,NOAH BUILT HIS ARK BEFORE THE FLOOD,
AND A TSUNAMI OF CHANGE WILL COME OVER US”AND A TSUNAMI OF CHANGE WILL COME OVER US”

72. “INNOVATION DISTUINGUISHES BETWEEN
A LEADER AND A FOLLOWER”

73. “OFTEN TIMES INVENTION REQUIRES A LONG
TERM WILLINGNESS TO BE MISUNDERSTOOD”

74. “BE NICE TO NERDS.
WE WILL ALL END-UP WORKING FOR ONE”


75. THANK YOU. GRAZIE MILLE. MUCHAS GRACIAS. BEDANKT.THANK YOU. GRAZIE MILLE. MUCHAS GRACIAS. BEDANKT.