Transcript
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Specialty Commodity
Force of Nature
Marketing
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Our job for 50 years:Change perceptions.
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Our job now:Change reality.
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Three key challenges:• Redefine the definition of a “Big Idea.”
• Reverse the process, from “Channel Up” to “Idea Down.”
• Master the art of collabortion.
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Big Ideas
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Big Ideas
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Ask a different question.•What do customers hate about our category?
•What are the top three items on our c.e.o.’s agenda?
•What deeper need can we satisfy?
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Vail Case goes here
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Reverse the process.
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Channels
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Big Idea
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2010 World Cup
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Collaborative Innovation.
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Thingsto remember
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Product Development
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Big Ideas, but different
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Idea down planning
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Collaboration
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Reality
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More fun
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More recognition
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More satisfaction
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