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The future of your strategy lies in the pastSometimes to look forward, you need to look back
Elliot ReubenPrincipal Business Consultant, Marketing Cloud EMEAereuben@salesforce.com@TheEndOfTheDay
Hello, I’m Elliot
2013 • 2014 • 2015 2008 • 2009 • 20102011 • 2012 • 2013
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2015
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Does it all need analysing?
Strategy without tactics is the slowest route to victory…
“…tactics without
strategy is the noise before defeat.
”Sun Tzu 孫子
The future of your strategy lies in the past
There is a secret to successful technologies and platforms
If it enables existing human needs, desires and behaviour, it’s more likely to work.
(Human behaviour & desires do not change much at all.)
A letter home, 1889
The Facebook status update, 1892
Twitter, 1920s London
Flickr if it’s your house, Snapchat if you’re visiting
The desires haven’t changed…
…but the technology has
The evolution of CRM systems 1890-1950
The tools may be different but it feels just the same
(but your customers are the complete opposite)
YOU CAN’T
MANAGE“
WHAT YOU DON’T
”
W.EDWARDSDEMING
MEASURE.
“YOU CAN’T MANAGE WHAT YOU DON’TMEASURE” IS A MAXIM THAT IS TAUGHT AND BELIEVED BY MANY IN BOTH THEBUSINESS AND EDUCATION SECTORS.BUT IN FACT THE PHRASE IS RIDICULOUS ~SOMETHING SAID BY PEOPLE WHO AREUNAWARE OF HOW MUCH IS HIDDEN.
A LARGE PORTION OF WHAT WE MANAGECAN’T BE MEASURED, AND NOT REALISINGTHIS HAS UNINTENDED CONSEQUENCES.
“
”EDCATMULL
Which brings us back to Bill.
If he was good at his job, he knew a lot about a lot of people.
But he chose what he used carefully.
So what’s the answer?
Think: what am I trying to do here?
Remember what strategy actually is
Infrastructure everywhere – you don’t know what will be relevant in the future
Understand people – data and humanity are like yin and yang
Know your history and humanity alike
Or, more simply….
Be. More. Human.
thank y u@TheEndOfTheDay
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