© 2005 Perceptric Partners perceptric unconventional wisdoms Chris Gilbey and Richard McKinnon

© 2005 Perceptric Partners

perceptric

unconventional wisdoms

Chris Gilbey and Richard McKinnon


we are transitioning

Then to now… conventional to unconventional… it’s a world where the

contrarian view drives the optimum outcome


benjamin franklin said:

“Tell me and I will forget. Show me and I might remember. Involve

me and I will understand”


we live in

The age of involvement


things have changed


before

Life imitated art


now

Life imitates IT(multi-tasking, P2P information etc)


before

Conventional Wisdom


now

Unconventional Wisdom


before

Hit Driven Product


now

The Long Tail


before

Press Conferences


now

Blog Conferencesand wikis and podcasts and…


before

Buying ads on a CPM basis


now

Creating intimate conversations with customers


before

Buy 30 second spot on Superbowl


now

Sponsored superbowl blog that goes on and on…


old marketing

mmmm…Mass Market, Mass MediaTell them what they need, stock the

shelves and hope the products move out the door


new marketing

Listen to what they say

Make everything available

Let the customer decide


rear vision marketing

Let’s keep doing what made us successful same quarter last year.

(Can’t get fired for that!)


perceptric marketing

Turn the conversation into commitment

Get married to the market


conventional

When mud is being thrown, just deny everything and stay on message

One company in Silicon Valley did this and a minor story about working conditions ended up damaging both the stock

price and their ability to hire the best and brightest


unconventional

Create a blog, join a blog, tell it like it is… because someone, somewhere will

- regardless of what you think


conventional

Hollywood Content


unconventional

Consumer Created Content


current marketing view

Whatever we’ve been doing = what we should be doing

Don’t allow employees to talk to people – who knows what they will say, and, for what reason?

Invoke compliance (SOX) to maintain status quo


better marketing view

Markets are conversations

A product is a conversation

Markets are sets of customers referencing each other


conventional

Ignore the blogosphere and it’ll go away


unconventional

Analysts read blogsJournalists read blogs

Early adopters create blogsShareholders are customers for information –

from blogs


new technology

People overestimate the short term impact…

People underestimate the long term impact…


Counterintuitive, contrarian, strategic, tactical…

Success in a Web 2.0 world


remember:

It’s not what you say, it’s what they hear


Documents

© 2005 Perceptric Partners perceptric unconventional wisdoms Chris Gilbey and Richard McKinnon