After study cultures in many years this is what I think is the basic source code. It is the balance of reward and punishment that is the basic code for all cultures. It is the same in nations, tribes/fans ore a company. It could be compared with “11110000” in computer codes. Instead of I write a long post about it, why don’t you discuss it with your friends?
Archive for februari, 2007
Safety is a big thing Sweden. Only take a look at Volvo and Saab. Same attitude goes to the workplace (we do have some moose’s in Swedish organizations, as well as in traffic:-). Everything is changing today and. Our labour market needs to develop more flexibility. This project are in many way a ONE project, I have taken part in some of the meetings to form this new version of Sweden. Download of 52 pages of a “New Sweden from Almega” for free here. It is a nice design book in Swedish (translation) named “Tryggare kan ingen vara.” Read it and you can drive your local market safe as a Swedish car.
The more I read the more people I talk with, the clear is the picture getting. Did see it started to grow strong in the end of last year “the driving force behind al of this was the growing need for tribes and strong need to find the survivor tribe in a world full of meaningless wars/terror and melting planet.” Now I understand that what business people are looking at is to shallow to understand what’s really is driving demand today. It is in my opinion our survival instinct that kicks in like nothing else I seen in my lifetime. Some will say nothing new with this, well it is under the surface al the new things are happening. It is the same things that drives web 2.0 to become web survival tribe 8.0.
1964 did my mother run a salon in this hotel where I am speaking today. My father was a customer living here in The Elite Palace Hotel that did opened up in 1958. They did meet and I was born in 1965. This was not only my opening line as a speaker and moderator but also my personal history. My ONE book did start at this hotel before I was born; the meeting of company/mother and my father/consumer is the point of my book. Going back and looking at costumer service at that time in 1958 is interesting. Other costumers at the hotel could get more than a haircut they could get their car served (can you get that today anywhere?). Where is the evolution of consumer service going today?
Back to the conference: Email marketing conference (check out the speakers). One of the speakers was Tamara Gielen from eBay (check out here famous blog: b2bemailmarketing.com). Tamara gave us a good presentation and a lot to think about. One thing that was clear to me was that the sender/brand and the message that you send is the same think (if not it will not reach the receiver). eBay is for me more a tribe than a traditional brand. Tamara did point out that some consumers that do business on an international level become more loyal. I think that is because different local tribes connect and makes consumers see the big picture of being a member. One of my close friends have tribe friends in Norway, Japan, Great Britain because of he sells English old car parts (and owns more money on eBay than on his daytime work). For him eBay is the connection that the tribe and in the logrunner I believe that the tribe is becoming more important than the old car parts.
Back to the email part: In my opinion is today’s email software working to badly with now good standard. Why is not the email marketing industry providing the consumers with open source software that will work for good email business and against spam? The business of Email marketing is growing big time but have at the same time problem with an increasing level of spam. The speakers where giving a lot of advices in how to reach al the way on Internet and through firewalls to the receiver with their emails. The audience was really interactive and gave a lot of feedback at the conference. I think a lot of readers of today’s newsletters want to do the same thing: The monologue is over now is the time for the dialogue. Email marketing is good ways of connect with the consumers. If it is more of a dialogue consumers can give input in how to develop the company. Then we al would see that what we could do in 1958 in consumer service could take the next step in the evolution of business.
Nothing wrong being stupid in a smart world. Being young often means easy to be wild and creasy. Did find this company DVS that are doing most of the things teenagers and street people like. It is worth to check out the site, DVS. They are really good in building communities around the sports and tribes they support with products (some of their films should not been legal in this part of the world).
Look down at the floor. Can you tell what brand it is? The difference between a name brand anda copy can only be seen on the underside where manufacturers usually put their logos. Off-brand copies are so good today that the name brands’ marketing only serves to open the market for the competition. The consumer is only concernedwith visible quality, which is often invisible. The floor only has to look like the name brand. For the name brands to survive, they have to go the extra mile to get noticed. The floor company’s graphic designcan be improved. If the brand is made part of thisdesign, it becomes a more visible part of the product. The brand becomes a spokesman for the product as if the floor were upside down with the logo in plain view. The design of the floor itself is something best left to professionals, but it should be bold and give clear signals as to what floor we’re walking on. The goal is to have floor patterns that are a part of the brand and adapted to the target group the company is trying to reach. The right product series can be launched as a whole new category.
Today I did hold a lecture for 350 entrepreneurs in Landskrona at the high school Justus Tranchellgymnasiet. The whole seminar was arranged by one of the student Sara Priscar (a talent and powerful person). One massage was how young minds can change old managers to act in new ways. It was a lot of fun to hold the lecture. I was a bit surprised over the fact that today it is the boys are styled more than the girls (back in my time it was the opposite). Sara did arrange for a press clip in today’s Landskrona Post (it is in Swedish but the photo of Sara don’t need to be translated). Thanks and good luck in the future Sara.
Did have an interesting meeting yesterday with businesswomen from Italy. My impression of the situation in Italy (and the rest of the world) is that female consumers need more acknowledgements. Men rules most of today’s leadership in business, but at the same time is the Kingdome of the consumer world ruled by the queen. Al this together creates a demand for more products made exclusively for woman in my opinion. Lets say that there would be a new coffee brand for woman only. That would make people talk about it and men would try it to see what’s special about it. There could be a lot more of this kind of products and brands on the market. But only if the cap is bet twin the queen of the consumer kingdom and the leadership was more mixed.
Until we solve the problem I suggest that one of the mayor business magazines address the seriousness by changes two “CO” to capital: The ECOnomist – this will connect the economics to the ecology of the world before we end as the unsinkable Titanic.