These are my notes and key take aways from TNW Conference. I made this ppt as a report for work which is one of those big corporations that don't get off so easily here ;-) Have to say I agree with most of these views though, it was good to hear a different view.

1. The Next Web Conference
Amsterdam, April 25 & 26
Lisette Hoogstrate

2. Keynote 1
Leonard Brody: The Big Re-write
Leonard Brody is a highly respected
entrepreneur, venture capitalist, best-selling
author and a 2 time Emmy nominated media
visionary. He has helped in raising millions of
dollars for startup companies, been through
one of the largest internet IPOs in history and
has been involved in the building, financing
and/or sale of five companies to date.

3. 3
Society and human behavior have changed so
dramatically in 20 years that we are not the
same as we were 20 years ago – we now
have ―web dna‖

4. 4
Time is shrinking on us - one hour now and
what we can do, what happens in it, is not the
same as in 1994. Online dating, buying cars
online....you would not have believed it back
then.

5. 5
Trust:
We trust more in the virtual world
then in the physical one - you would
expect it to be the other way
around, but this is not the case.
The larger your social graph the
happier, more succesful you are.

6. Large corporations are not set up
properly for innovation. They are
too big, too dependent on
shareholders, internal business
reviews, vertical lines, etc.
But then how to survive?
Co-production, tie in to start ups
outside of the company.
Corporations work as entities but
not at innovating, admit that, find
models that do work such as tying
yourselves to start-ups.
Also: not pay attention to noise, be
an alpha personality.

7. Keynote 2
Marina Gorbis – The social-structed world
Located in the heart of
Silicon Valley, the Institute
for the Future is a non-profit
research organization that
has been forecasting
practical future scenarios for
over forty years. Marina
Gorbis is the executive
director of this institute

8. Social-structed work
Individuals are socialstructing by filling
gaps—doing things that previously only
large institutions could do to create
products and services—more efficiently
and with greater ease and access than
ever before
In the scheme of time, large corporate
structures are recent, we have survived for
centuries without. Why are they here? To
lower transaction costs, maximize profit,
increase scale of operations.
However, with “socialstructing” you get a
combination of initiative, passion, social
connections, and the drive to build new
things outside of existing institutions,
ultimately with more flexible and resilient
results.

9. Keynote 3 –
Gary Shapiro - Strategies for Innovation
Gary Shapiro is the President and
CEO of the Consumer Electronics
Association. Shapiro is also the
author of the best-selling book
Ninja Innovation and numerous
opinion pieces published in
Forbes, The Huffington Post, The
Daily Caller, and numerous other
publications.

10. 10
“Failure is a chance to learn”
“A team needs diversity. People do not
change, if they are not good at finance, fe,
that will remain so, you need to
complement your team accordingly.”
“Only constant is change, you need to look
forward. Large companies are usually
disasters, getting something entreprenurial
in large companies is impossible, too much
saying "no", too many vertical layers.”

11. “Do not look at people as output devices,
look at them as individuals, do not judge
them solely by what they produce.”
“Frontline people, who are closest
to our customers, are most
important, listen to them for
innovative ideas”

12. Keynote 4
Loic Le Meur – The Sharing Economy
Loïc Le Meur is a serial entrepreneur
based in San Francisco. Loïc created
the #1 European tech event LeWeb
with his wife Geraldine. According
to The Economist, "LeWeb is where
revolutionaries gather to plot the
future". LeWeb launched in London
in addition to Paris and was
acquired by Reed Exhibitions in 2012.
Previously, Loïc successfully started
and sold four companies.

13. ‘Greed is bad but money is
good.’
Crowdfunding & Collaborative
consumption are ‘the new normal’.
Too much stuff does not make you
happy. Live with less.
New products designed to last, not
crappy by design so you buy a new one
after a year.
New consumer mindset, with new values
Trust in strangers

14. Big driver of the sharing economy
is the recession, people are fed up
with waste, plastic in the ocean
and want & need to save more and
spend less.
There is too much stuff we do
not use, we have too much, we
have bigger houses but still
self-storage companies are
booming.
We live in isolation, more
people live alone today
than 40 yrs ago.

15. Effects of the emerging sharing economy on brands and companies
o No brand is the new brand.
o No pushed or intrusive advertising.
o Power goes to people with best reputations and networks and not to people with
money and nominal power - trend.
o Growth of sharing economy can be slowed down by large orginisations and
governments as they have conflicting interests.
o Need to adapt to a business model based on ―sharing and giving‖ instead of ―taking
and earning‖.
o Logos below are from companies that have successfully managed to do so.

16. Keynote 5
Robert Scoble – The Age of Context
Robert Scoble is an American blogger,
technical evangelist, and author. Scoble is
best known for his blog, Scobleizer,
which came to prominence during his
tenure as a technology evangelist at
Microsoft.
He currently works for Rackspace and is
also the co-author of Naked
Conversations: How Blogs are Changing
the Way Businesses Talk with Customers
with Shel Israel.

17. What‖s happening now:
• Wearable computing - Google Glass, Pebble watch, health monitoring
devices
• Big data & data computation - There is so much data flow from social
networks, location data, etc...that old databases cannot cope anymore,
we need to look into new ways of storing and processing data.
• Sensor data - plant sensors, thermostats

18. This leads to
• A highly personalized world, but...you will be tracked.
• Also a highly anticipatory world, your next move is foreseen
based on your data and you get relevant info based on your
profile and calendar. Example is Google Now.
• You will be able to see everything in sharp detail in your
business
- Knowing your customer in deep detail - example of Ritz hotel
where Scoble checked into with foursquare 250 times but they
still do not know him. This will change in a few years.
• Better health.
• New kind of marketing - example Vintank for wine. Analyses
posts, tweets on wine and uses that data in combinations with
geomaps around wineries. When you show up at a winery now,
they will give you a tour based on this data and preferences. If
on Instagram, you get a more visual tour than if you are not.

19. Keynote 6
Jonathan MacDonald – The Signal Path to
Success
Jonathan MacDonald is the co-founder of
this fluid world, a strategic think-tank for
clients such as: IKEA, Bacardi, General
Mills, DDB, and JWT. Jonathan is widely
considered to be one of the primary
strategists and thought-leaders in digital
media.
He has been a Senior Consultant at Ogilvy,
Sales Director of Blyk, Commercial Director
of Ministry of Sound, CEO of a Sky TV
channel, advisor to British Government,
owner of one of the first online music
stores, and a Chairman of the British Music
Industries Association.

20. 20
De-noise: look at your internal resonant
signal as a person, then as a company. As a
company you need a clearly defined purpose
that all believe in. This will make your
company exceptional.
Shared passions, shared beliefs.
De-Noise
74% of employees in top 500 companies in
US are actively disengaged.
Engaged employees are 50% more
productive.
How do you get these
engaged employees?

21.  Back in the business world, launching products or services into market has
always been about resonance too. How your offering makes sense to
people and connects with their hearts.
 As people decide in groups, herds or tribes, the ambition for individual
understanding we see around us in marketing today is largely mistaken.
The reality is that it's far more effective to resonate with how groups feel,
believe and care.
 The good news is that today it's theoretically more possible to interpret
what people care about, the bad news is that we tend to think that a click
equals a like, a like equals a love and a purchase means a preference.
 None of this is resonance. Almost all of it is noise. Meaninglessness
dressed up in a funky mobile app

22. "High performance organisations display a strong
sense of purpose through shared values both inside
(among employees) and outside the organisation
(among customers, suppliers, and other
stakeholders)"
source: Gartner
22
"What talented people want has changed. They
used to want high salaries to verify their value
and stable career paths to allow them to sleep
well at night. Now they want purposeful work
and jobs that fit clearly into the larger context
of their career“
Source: HBR 2013

23. Keynote 7 –
Mark Earls - HERD
Mark Earls is the author of the hugely
influential book Herd: How to Change
Mass Behaviour by Harnessing Our True
Nature. For many, he‖s Britain‖s answer
to Malcolm Gladwell without the hair. He
has a habit of digging underneath our
assumptions like a forensic detective to
get us to re-think things. As Mark says in
his book, we are ―a super-social ape‖. He
believes we exist to converse, to chat, to
gossip. In fact whole social movements
can be explained by utilising this core
theory. An influential thinker for this
modern complex yet simple world we live
in.

24.  We are not as individualistic as we think, we are much more
mass-oriented. This insight leads to new ways of marketing;
moving away from individual targeting, towards group
behavior and understanding.
 Copying is not a bad thing, expand upon it, make it better or
different, the need to always be original can actually be
constraining.
 We‖re all obsessed with the idea of innovation and what the
next big product, service or trend will be in the technology
industry.
 The word ―innovation‖ derives from the latin term ―innovare‖,
meaning ―to renew or change‖. It was never meant to infer
something altogether new or different, but an evolutionary
step forward in the ideas or objects that already exist.

25. Ryan Holiday, American Apparel- Trust me I am lying, on media manipulation.
 He pranked US media by pretending to be an expert on whatever on the HARO
network which connects reporters to people when in need of a quote. PR agents
sell themselves on there, saying ―What do you need, I will talk about it as you
wish―.
 We live in an “Attention Economy" - Reporters do not check sources as they get
paid by views of their content and it needs to go fast. Not enough content and
views? You are fired.
 Marketers and the media are on the same team now - not good for objectivity.
 Journalists use blogs and social media as sources more and more, but these do
not constitute quality sources, at least not all the time.
Katherine Barr, General Partner at Mohr Davidow Ventures.
 We need Life Resource Planning, like ERP in companies. There are individual
apps for this but not one dashboard, we need a holistic solution.
 Retail innovation - retail is not dead. There are still things that shoppers want to
feel and smell. You now see more pure online shops moving into the offline
space as well.
 Logistics & supply chain management is an area of interest for investors.
2 last presentations

26. Key take aways
 Innovation is necessary but does not always have to be ground-
breaking, revolutionary
 Most large corporations are not well-suited for fast innovation due
to their heavy internal and shareholder focus
 Out-sourcing this part of your business to small & pure innovator
companies could be a solution
 Having a shared purpose, as a company, that all believe in, is an
important determinant of how succesful you are
 We trust more online than we do offline
 The Sharing Economy is on the rise
 Online marketing will not only be personalized but also highly
anticipatory
 However, people act more as part of a group, herd, than as
individuals, acknowledging this fact leads to a new view on
marketing