Creativity talks - Downstream Innovation -The Big Picture

Stimulating Creativity in

Flemish Entrepreneurs

Flanders DC - Mission

Stimulating Entrepreneurship in

Flemish Creative Industries

Flanders DC – Companies

Flanders DC – Schools

Flanders DC – General Public

THE BIG

PICTURE.

#CREATALKS

As a company, having thousands of

customers, suppliers, distributors and

business partners, YOU DO HAVE

THE BIG PICTURE VIEW TO create UNIQUE

VALUE!

WHERE IS IT?

Purchase and

Installation

Search and Selection

Purchase and

Installation Use

Maintenance and Disposal

Look At Your Customers

Broader Than This.

Purchase and

Installation

© Vlerick Leuven Gent Management School and Flanders District of Creativity

It’s About Stepping Back

And Connecting The Dots.



FROM SEEING THE CLUTTER…

…TO SEEING WHAT’S RELEVANT



APPLICABLE FROM MANY

PERSPECTIVES… Search and Selection


It’s About Knowing What Your Customers Are Really After.

Purchase and

Installation


MOVING AWAY FROM PRICE CONTROLLING…

…TO VALUE CONTROLLING

Purchase and

Installation


LOOKING BEYOND THE PRODUCT PURCHASE

TO COLLECT DATA.

Purchase and

Installation


It’s About Seeing Opportunities Nobody Else Does.

Use


MAKING THE BLIND…

…SEE THE CONTEXT

Use


IN MANY DIFFERENT INSTANCES… Use


It’s About Seeing The Big

Picture Of What’s Happening.

Maintenance/Disposal


NOT TO USE GUESSWORK…

…BUT TO MAKE INFORMED DECISIONS

Maintenance/Disposal


NOT ONLY IN THE REAL ESTATE MARKET… Maintenance/Disposal


1 to 1 marketing

customer relationship

management

customised products

predicting a customer’s next

transaction


But Careful! It’s Not About…

BY LOWERING

RISKS & COSTS

HOW IS THE BIG

PICTURE VALUE

CREATED?

Value-creating Mechanisms In

Perspective.

Mirroring

Prediction

Benchmarking and Ranking

Segmentation

Insig

ht fo

r S

elle

r In

sig

ht fo

r B

uyer

Within Data Beyond Data


By Seeing Latent Similarities & Differences.

Segmentation


In Practice…

Energy Consumption Profiles Allow For:

effective prioritisation of development

projects

reduced risk of grid problems

power cuts are made at times with low

energy demands

reduced consumer cost of power

downtime

• Increase in Customer

Loyalty

• Better Service Quality

• Improved Corporate

Reputation


Benchmarking and Ranking

By Letting Others See How

They Measure Up Against Their Peers…


business school ranking based on

a number of performance

parameters enables:

to see strengths and weaknesses

reduced risk of having a wrong

focus

improved brand recognition

reduced advertising costs

• VALUE FOR THE FINANCIAL TIMES?

• Brand Recognition

• Expert In The Field

• Cognitive Competitive

Advantage

In Practice…


Prediction By Knowing What’s Going To Happen Next.


Remote monitoring system of some

10 000 lifts ensures

Lifts are always in perfect condition

reduced risk of breakdown

Maintenance is automatic takes a

shorter time and is cheaper

reduced total maintenance

costs

• Greater Customer Trust

• Higher Customer

Loyalty

• Differentiated Product


In Practice…

Mirroring By Filtering Out Relevant Information For The Client.


Compiling traffic information from more

than 2 million GPS devices and

historical data provides

Calculation of the fastest road to

destination

Regular update of the calculated route

Precise indication of arrival time

reduced risk of being late or

taking the wrong route

• Leader in the Industry

• Prediction precision is

increasing as we

speak!


In Practice…

SUSTAINABLE

COMPETITIVE

ADVANTAGE! Through…

LONG TERM

RESULTS?

Network Effects And Increasing Returns To Scale.

The more people use City Sense, the more it makes

Sense!


Voluntary Lock-in Effect.

Who would switch to competition saving a few

dollars but losing the whole purchase history?


Differentiated Product.

Is there anyone else who lets you know when to take your vitamins?


5 Smart Steps Towards The Big Picture.

• Identify possibilities to create value along the purchase cycle Step 1:

•Scan the environment for data Step 2:

•Aggregate and analyse data Step 3:

•Select value-creating mechanism Step 4:

•Embed Big Picture thinking into your strategy Step 5:


Happy to Clarify. Prof Dr Marion Debruyne

MarionDebruyne

Prof Dr Niraj Dawar

http://nothingbutmarketing.blogspot.com

NirajDawar

Livia Pijakova

LiviaPijakova

Any More Examples?

Can you think of other examples of Companies that

Create value Through the big Picture?

Share your thoughts in your team…

Can you see the Big Picture?

PICK A COMPANY OF YOUR CHOICE AND

MAP OUT THE PRESUMED PURCHASE CYCLE OF

ITS CUSTOMERS.

• Where do you find sources of data?

• What data would this company already have collected that

can be used to compose the Big Picture view?

• What kind of value can the Big Picture create for the clients

(which value-creating mechanism is to be used?)?

Technology

Creativity talks - Downstream Innovation -The Big Picture