Prof. DruckerWould Likea Word . . .

Tim Walker@Hoovers@Twalk

Surface = differentCore = same

“The purpose of a business is to create a customer.”

1. Create a customer.2. Build enterprise value.3. Differentiate.4. Short term / long term.

Core questions

Social

The ecosystem evolves.

Mktg. Sales Ops . . .

Mktg. Sales Ops . . . IT

Mktg. Sales Ops . . . IT

Mktg. Sales Ops . . . IT

Mktg. Sales Ops . . . IT $$

Mktg. Sales Ops . . . IT $$

Two Modes

A world of knowledge

The emotive social Web

• Awareness of brand, product, etc.• Sentiment• Narrative• . . .

EssentialsIterate.

Be authentic.Have conversations.

—

Know the goal.

Mindset

Hear the TRUTH.Find / serve AUDIENCE.

“How can I be of use?”

FodderPlatforms.

Entrepreneurial strategies.R.O.I.

Play + discovery.Compliance.

Institutional inertia.

I’d love to hear from you.

twalker@hoovers.com@Hoovers

@Twalk

A: Entrepreneurial Strategies

1. Being “Fustest with the Mostest”2. “Hitting Them Where They Ain’t”3. Ecological niches4. Changing values & characteristics

1: “Fustest” / “Mostest”

1: “Fustest” / “Mostest”

2: “Where They Ain’t”

• Creative imitation

• Entrepreneurial judo

3: Ecological niches

• Toll-gate – Alcon, Google• Specialty-skill – records management• Specialty-market – casino suppliers

4: Values & Characteristics• Create utility – Lenox bridal registry• Pricing – Gillette (price per shave)• Adapt to customer reality – McC.’s reaper• Deliver value – as defined by the customer

B: Windows of Opportunity

1: Strange success / failure

1: Strange success / failure

2: Incongruities

2: Incongruities

3: Process needs

3: Process needs

• Self-contained process• Weak / missing link• Clear objectives• Clear specifications• “There ought to be a better way.”

3: Process needs

4: Structural change

4: Structural change

5: Demographic change

5: Demographic change

6: Changed meaning

6: Changed meaning

7: New knowledge