PRACTICAL GUIDE FOR A REVOLUTION

SOON, EVERY COMPANY WILL BE A TECH CO.Life is already digital, and software is eating the world while unleashing human potential.

10X change onhow we produce

10X change onwhat products are

10X change onhow we buy and consume

THE DISRUPTION IS ALREADY HAPPENING

• World’s largest taxi company owns no taxis (Uber)

• Largest accommodation provider 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)

KEY DRIVERS OF HUMAN DEVELOPMENT

Source: The History of Creating Value

Startup founders are accelerating the pace, by making useful things faster than corporations.

REVOLUTIONS IN NUMBERS

243

96

42

381 Conflicts Results

TieInsurgentIncumbent

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

HOW INSURGENTS WIN?

WHAT MAKES A GUERRILLA SUCCESSFUL?

• Speed

• Big Hairy Audacious Goals

• Outside Help

• Natural Secret Weapon

SECRET WEAPON I: PRODUCTDesign Thinking, Customer Discovery, and HW + SW Product Management, and Scrum are changing the way products are conceived and built

Source: Spotify

SECRET WEAPON II: MARKETING & SALESGrowth 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

SECRET WEAPON III: CUSTOMER SUCCESSCustomer success is more than just a cultural factor, is a discipline, boosting the prospects for Life Time Value (LTV)

Source: Totango

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

HOW INCUMBENTS WIN?

WHAT MAKES THE STRONG STRONGEST?

• Conventional Warfare

• Counterinsurgency

• Hearts & Minds

MODERN OPTIONS

• Branding (Endeavor, Cubo)

• Acceleration Programs (Oxigênio, InovaBra, Y Combinator)

• Business Development (aka acquihire)

• Corporate Venture (Ford, VW, etc.)

• Fund or Fund-of-funds (i.e. Iconiq)

Astella is a Latin root that originated the words atelierand estaleiro (shipyard); a place where great heroes are

built, through science and art.