THE CUSTOMER EVOLUTION THEORY CHANGE WITH THEM – OR LOSE THEM Janet Rives Founder – IN PLAN SIGHT, LLC

WHO IS THE PERSON ….. Started Product Management for Consumer Centric Brands of VF Corporation ….. Helped build Marketing & Market Strategy for Consumer markets ….. Put me in charge of both ….. Started my own business to help others design market & product development strategies A New-Market Entry and Product Development Strategy Firm

NO TIME IN HISTORY HAS THE RATE OF CHANGE OF ENGAGING WITH A CUSTOMER EVOLVED SO QUICK…

THE PAST 14 YEARS CHANGED OUR INTERACTIVE LIVES… GPS Goes Main Stream Dawn of File Sharing Begins Social Networking Revolution Smart Phone Frenzy Begins and Consolidates it all…..

GET COMFORTABLE IN YOUR ROLE Product Management = Meeting Customer Expectations Product Development = Delivering Customer Experience Everybody in the Company is in Sales

HEART OF BUSINESS TODAY Consumer Tracking... Data Distribution & Fulfillment International Supply Innovation & Product Design Marketing Customer Sales & Engagement IT Finance

WE ARE IN THE HEIGHT OF CHANGE Recessionary Caution Healthcare Redefinition Global Interactivity & Emerging Markets Technology Energy Alternatives Political Unrest …Leaders today are looking for where this train is going Those enjoying the ride will go with it and evolve. Those waiting for it to go back will implode.

CHANGE BREEDS INNOVATION Recessionary Caution…….more cash…. More new development Healthcare Redefinition…. Hospitals redefined, homeopathic growth, technology for accuracy, miniaturized medical devices Global Interactivity & Emerging Markets - smaller world, new markets, collaboration, smarter crowd sourcing Technology – TelePuter - On Demand Everything– Interactive Business – Nano of Nano Energy Alternatives – cars will change… energy sources will change… Banking and Mail Systems – Will Change ……By Who and How will it happen

10 WAY MILLENNIALS WILL CREATE A NEW MODEL 1.They will force companies to be transparent 2.They will choose corporate culture and meaningful work above everything else 3.They will build a collaborative organization 4.They will make working from home the norm and balance work with life 5.They will recruit based on results over degree 6.They will change the meaning of “face-time” 7.They will encourage generosity and community support 8.They will eliminate the annual performance review 9.They will turn work into a game instead of a chore 10.They will level corporate hierarchies

THE NEXT CONSUMER CENTRIC MODEL Diversity Wider Spread in Purchasing Power Authenticity - Speak to Who I Am – Not Who You Tell Me I Am Immersive, Symbiotic Relationship with Brands and Reputation Less Marketing – More Conversation Letting go of tight control of brands – turning to co-creation and evangelism Technology – “Make My Life Simpler So I Can Have A Life” “Focus on making an excellent product. If you do so, then all of your marketing will be true and most of the marketing will be done by those that believe it and share it”

WHAT DOES THIS MEAN FOR BUSINESS AND PRODUCT DEVELOPMENT Ego driven brands and companies that are not flexible - will fail – and fail big “That is not how WE do it” – will create an entrepreneur that will do it ALL products and services must have a heartbeat within them and co-created Consumer Anthropology will be the method to create the next big innovation

GETTING SUPPORT FOR YOUR IDEA: COLLABORATION Marketing Product Development IT Product has nothing to develop with consumer insights Marketing has nothing to market without a great product None of it can be done without technology and innovation in tomorrows world Hidden Secret: Get early partners in finance and supply chain

WHAT IS NEXT BIG THING? something they don’t know they need…. yet… Ask a Consumer Be a Consumer Watch a Consumer “I Wish I Could…” “This Darn Thing Needs…” Make Life Easier Be Courageous Go For it what they say they need now and where they will be in 3-5yrs…. is where magic happens.

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