EO-Malaysia Craig Rispin Keynote January 27, 2015

1. CraigRispinCSP

3. “Craig we’ve seen more
change in the last 3 years
than in the last 30.”

4. Technology Changes
Exponentially
People Think Linearly

5. We Live in Times of
Accelerating Change

7. Every Industry in
Every Country has
Seen Massive Change

9. Many of Us Still Operate
a Business Model
Invented in the 1600s

18. Malaysia, a major exporter of
liquefied natural gas and oil,
is suddenly faced with the risk that
the cheapness of oil and other
commodities will drive the current
account into a deficit.

19. People
Business Technology
Life Sciences
W
ork/Life Shift
Acceleration
Age Gap
Education
Re-Engineering
Global
Mobility
Free
Agency
End of
Retirement
Emerging Models
Outrageous
Outsourcing
Marketing
Megatrend
Innovation
Imperative
Speed & Size
Cloud
Computing
Security
Scare
Coworking &
Collaboration
Massively
Mobile
Internet of
Things
Big Data

20. What was Sci-Fi Just
a Few Years Ago...

23. Is Sci-Reality Today...

26. Has Another Sci-Fi Film
Inspired the Next
Inventors?

31. Did You Know?

33. Discuss with a Partner:
What Did You Find Most
Surprising in the Video?

34. How Much Change Have
You Seen In Your Industry
In The Last Few Years?

35. “If change is
happening on
the outside
faster than on
the inside -
the end is in
sight.”
-Jack Welch

36. As Some Opportunities Sunset...

37. U.S. Consumer Media
Consumption Share

38. Other Opportunities Emerge...

40. Individuals Can Now Do...
What Companies Used to Do

41. Companies Can Now Do...
What Countries Used to Do

42. What Will You Do?

45. Massively Mobile

50. "Today I run my
business from my
phone, I could
never have
imagined that a
few years ago."
~ Marc Benioff - CEO of Salesforce.com

55. How Big is Mobile Today?
7B People in the World
6.8B Mobile Subscribers
1.5B 3G/LTE Subscribers

56. 1.8 Billion Mobiles
Sold in 2013

57. 97%Phones per 100 Citizens

59. Malaysia is extremely mobile friendly, with mobile penetration rates higher
than its famous neighbour, Indonesia, and the US.
Beating Indonesia & USA

60. How Many Mobile
Internet Devices
in Your House?

61. Smart TVs
Wearables

64. The Future of Mobile
is Massive!

68. This is Leading Many
Organisations to Have a
‘Mobile First Policy’...

71. The Internet of Things:
50 Billion Devices
by 2020?

72. MWC IoT: 50 Billion Is Only the Beginning!

76. What Year Does the
Number of Devices on
the Internet Exceed
Number of People?

78. 2006

79. Confidential and Proprietary space150 ©2013
iBeacon was created to enable your
phone to do things when you’re
close to a specific location
like alert you when you’re in front of this Apple Store
image source: Apple

80. Retail foot traffic is
down
Foot traffic is down 50% in three
years from 2010 to 2013.
!
Online commerce is having a large and
permanent impact on the traditional
retail environment.
!
!
!
!
!
!
source: Wall Street Journal

81. E-commerce continues
to grow
Digital sales are growing at the
expense of offline sales.
!
“growth is coming from existing
online shoppers who are spending
more time and money - and in a
wider variety of categories - online”
!
!
!
!
!
source: Mashabl

84. V2V (M2M):
Connected Cars

85. V2V: Will Be Mandated
in All New Vehicles by
2017

89. Reaching Global Executives:
12Megatrends in B2B Marketing

90. sked to rate the value of various marketing
activities on a five-point scale, meetings/
conferences and research/surveys top the list.
Today B2B providers view a broad array of
sponsored programmes, such as conferences and
white papers, as a valuable means of capturing
attention and persuading decision makers.
This is not to say that traditional advertising
has lost its appeal. Instead, the conclusion is that
organisations seeking to promote their businesses
are increasingly relying on a range of channels,
including print.
user communities) and passive (print) promotional
channels.
The way forward is clearly a heavier reliance on
creating a programme of thought leadership that
takes advantage of multiple-entry-point messaging.
The shift to 360º thought leadership
1. How important are the following non-traditional categories
of marketing activity to your organisation?
(Mean score out of 5)
Meetings/conferences
Research/surveys
White papers, executive summaries, articles
3.76
3.85
3.61
1M E G A T R E N D O N E
A

91. Thought Leadership Defined
The term was first coined in 1994, by Joel Kurtzman, editor-in-
chief of the magazine, Strategy+Business
“Thought leaders are individuals or organisations that are
recognised by peers, customers and industry experts as
someone who deeply understand the business they are in, the
needs of their customers, and the broader marketplace in which
they operate.”
“Thought leaders have a distinctively original idea,
a unique point of view or an insight.”

93. 9'of'the'top'11'effective'ways'of'getting'a'
of'involve'Thought'
Leadership'Marketing
How would you rate the effectiveness of the following marketing vehicles in getting your attention?
Mean Rating (N~344)
Speech or presentation at a conference or trade show
Case studies describing successful customer solution implementations
Article in the business or trade press
Invitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorship
Online advertisement
Vendor's blog
TV or print advertisement
Phone call from a sales representative from the service firm
Email from a sales representative from the service firm
Direct mail brochure
Conference sponsorship
Electronic newsletter from the service firm
White paper offered on the Internet
Search engine hits when doing research or surfing the Web
Analyst firm recommendation (such as Gartner/IDC/Forrester)
Speech or presentation at a conference or trade show
Case studies describing successful customer solution implementations
Article in the business or trade press
Invitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorship
Online advertisement
Vendor's blog
TV or print advertisement
Phone call from a sales representative from the service firm
Email from a sales representative from the service firm
Direct mail brochure
Conference sponsorship
Electronic newsletter from the service firm
White paper offered on the Internet
Search engine hits when doing research or surfing the Web
Analyst firm recommendation (such as Gartner/IDC/Forrester)
2.0
2.2
2.3
2.3
2.3
2.3
2.5
2.8
2.9
3.1
3.2
3.3
3.4
3.4
3.7
3.7

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75%

96. Case Study of CFP
Created His Thought Leader Master Message:
“Will Your Money Last as Long as You Will?”
Researched Longevity Conferences, Dates,
Organiser Details, # of Delegates Using Elance
Determined There Were 50 Conferences per Year,
with an Average of 350 Delegates - 17,500 Leads
Used Fiverr to Create PowerPoint Template and
Presentation Flyer Layout
Hired On-Demand VA Service to Market and Answer
Requests to Speak

98. Emerging
Business Models

99. Warby Parker

100. Naturebox.com

102. Uber.com

103. You’re holding a handbook for visionaries, game changers,
and challengers striving to defy outmoded business models
and design tomorrow’s enterprises. It’s a book for the…
written by
Alexander Osterwalder & Yves Pigneur
co-created by
An amazing crowd of 470 practitioners from 45 countries
designed by
Alan Smith, The Movement

108. Collaboration
& Coworking

110. “Collaborate or perish!”

112. Deloitte was asked by Google Australia to
quantify the value of greater workplace
collaboration, and the number is big:
$46 billion per year – the value of faster-
growing, profitable businesses with
collaboration at their core
$9.3 billion per year – additional value if
companies make the most of opportunities
to collaborate more.

113. Companies that prioritise collaboration:
5X more likely to experience a
considerable increase in employment
2X as likely to be profitable
2X as likely to outgrow competitors
1/2 of Australian businesses have no
collaboration strategy

114. Successful Collaboration
Ultimately Can Change The Core
Strategy And Social Purpose Of
The Business Enterprise
Michael Porter, et al

115. But...

116. Transformational Collaboration
Requires A Commitment To
Build And Sustain Relationships
Over The Longer Term

117. Executives Must Possess
A System-level Understanding Of
Societal And Environmental
Changes That Are Transforming
The Global Economy

118. The Origin of the
Mastermind Group

119. The Peer Discussion
Group Becomes a
Marketing Group

120. Let Me Ask You This Q:
Who’s the Top X in the
Your Area?

121. What About a
Buying Group?

124. Coworking

134. CraigRispinCSP