“It is not what you say that matters,
it is what you do”
Values and value creation: the new OS for business and marketing
Zigurds Zakis
@zz_zigurdshttp://zz.typepad.com
AWhat do we say?
What do we DO?How do we involve THEM?
How do we prove what we stand for?
Then, how a we tell the story?
How could wereach them?
How do they !nd us?Why do they !nd us?
B
Why do they care? Why will they return?
Why they will spread the word?
All
Mass
Scale
SegmentsFocusingTargeting
C
What do we stand for?What do we do and what we NOT do?
Media
Society
Communication
Education
Culture
Politics
Ecomomy
Business
Marketing
Creative Work
Science (DNA, Quantum Physics)
Everything is changing vs. Fundamental values
Business+
Social responsibility“campaigns”
Addressing acuteproblems and contradicitons
in society, economy, culture (in everyday lives) through our products, services
and marketing activities
How can we create value for them?Being part of something bigger
D
Values / marketing / branding (mostly) based on
abstract associationsCode of conduct
E
ConsistenceIdeology. The system of ideas
Conduct = Doing. Translating through action.
1. Focus on the user and all else will follow
2. It’s best to do one thing really, really well
3. Fast is better than slow (“Every millisecond counts”)
5. You don’t need to be at your desk to need an answer
10. Great just isn’t good enough
Google10 things we know to be true
“Nozīme ir tam, ko tu dari, nevis tam, ko tu saki”
“It is not what you say that matters,
it is what you do”
Zigurds Zakis@zz_zigurds
http://zz.typepad.com