1. © 2005 Perceptric Partners perceptric unconventional wisdoms Chris Gilbey and Richard McKinnon

2. © 2005 Perceptric Partners we are transitioning Then to now… conventional to unconventional… it’s a world where the contrarian view drives the optimum outcome

3. © 2005 Perceptric Partners benjamin franklin said: “Tell me and I will forget. Show me and I might remember. Involve me and I will understand”

4. © 2005 Perceptric Partners we live in The age of involvement

5. © 2005 Perceptric Partners things have changed

6. © 2005 Perceptric Partners before Life imitated art

7. © 2005 Perceptric Partners now Life imitates IT (multi-tasking, P2P information etc)

8. © 2005 Perceptric Partners before Conventional Wisdom

9. © 2005 Perceptric Partners now Unconventional Wisdom

10. © 2005 Perceptric Partners before Hit Driven Product

11. © 2005 Perceptric Partners now The Long Tail

12. © 2005 Perceptric Partners before Press Conferences

13. © 2005 Perceptric Partners now Blog Conferences and wikis and podcasts and…

14. © 2005 Perceptric Partners before Buying ads on a CPM basis

15. © 2005 Perceptric Partners now Creating intimate conversations with customers

16. © 2005 Perceptric Partners before Buy 30 second spot on Superbowl

17. © 2005 Perceptric Partners now Sponsored superbowl blog that goes on and on…

18. © 2005 Perceptric Partners old marketing mmmm…Mass Market, Mass Media Tell them what they need, stock the shelves and hope the products move out the door

19. © 2005 Perceptric Partners new marketing Listen to what they say Make everything available Let the customer decide

20. © 2005 Perceptric Partners rear vision marketing Let’s keep doing what made us successful same quarter last year. (Can’t get fired for that!)

21. © 2005 Perceptric Partners perceptric marketing Turn the conversation into commitment Get married to the market

22. © 2005 Perceptric Partners conventional When mud is being thrown, just deny everything and stay on message One company in Silicon Valley did this and a minor story about working conditions ended up damaging both the stock price and their ability to hire the best and brightest

23. © 2005 Perceptric Partners unconventional Create a blog, join a blog, tell it like it is… because someone, somewhere will - regardless of what you think

24. © 2005 Perceptric Partners conventional Hollywood Content

25. © 2005 Perceptric Partners unconventional Consumer Created Content

26. © 2005 Perceptric Partners current marketing view Whatever we’ve been doing = what we should be doing Don’t allow employees to talk to people – who knows what they will say, and, for what reason? Invoke compliance (SOX) to maintain status quo

27. © 2005 Perceptric Partners better marketing view Markets are conversations A product is a conversation Markets are sets of customers referencing each other

28. © 2005 Perceptric Partners conventional Ignore the blogosphere and it’ll go away

29. © 2005 Perceptric Partners unconventional Analysts read blogs Journalists read blogs Early adopters create blogs Shareholders are customers for information – from blogs

30. © 2005 Perceptric Partners new technology People overestimate the short term impact… People underestimate the long term impact…

31. © 2005 Perceptric Partners Counterintuitive, contrarian, strategic, tactical… Success in a Web 2.0 world

32. © 2005 Perceptric Partners remember: It’s not what you say, it’s what they hear

33. © 2005 Perceptric Partners