From the inside to the outside

Can we reinvent the media business?

I’m an experienced media executive and a digital explorer and innovator, who are always looking for the next practice.

I’m a Journalist and I’m proud of it. Educated in 1988

Head of TV-News at Danish Broadcasting Corporation

1997-2004

Managing editor at TV2 News –national and regional 1991 to

1996 and 2006-2007

Director – externalcommunication

NovoZymes 2005-2006

Editor-in-ChiefFolketidende 2007-2011.

Four yearsago…….

Warning:

Do not ignore this guy

(Copenhagen Island january 25th 2010 – NMP19)

What’s on my mind today?

CO-CREATIONWTF….. is that?

NMP is hardwork….

My leadership expedition

”I thought I knew it all”

2010 – what was the challenges?

Rapidly declining circulation

Growth in online users

Emerging mobile technology

No digital business models

What was our response to the challenges?

Panic

Anger

Complacency

And business as usual

Downsizing

The blinders

Dominant logic

I’ve been there……

Caught in the trap of success

”In 24 month most of you will be out of your

current job!”

NMP 19 –Rising stars of

2010

What happened to them?

More than half has left their job or the business

Change is perceived as slow

You don’t notice it in the beginning – but it happensfast once it begins

We don’t see what happens – because we don’t look and see

Take away Be openminded

Look to the sides and discover

Observe and reflect: Can I usethis in another

context?

Do you love your ”product”?

Dont love your product

I love mycustomer

What aretheir

needs?

What arethey

doing?

What can I do to make

the customerslife easier?

Personal development

– who is responsible?

Student at Copenhagen Business School CBS

Innovation and talent management

Working together with 20-25 years old students from all over the world

Cutting edge knowledge trying to capture the nextpractice

Next: Digital Business

Personal development

Be brave…..set ambitious goals

Dont strive for the obvious

Don’t replicate yourself

Take charge of your career and

life

Take Away

Challenge your own assumptions

Visualize the desired future

Break it down in doable chunks

Educate and train

Explore and discover

Reflect and go do it

TakeAway

Can we reinvent the media business?

Getting fired

TakeAway

Be loyal to yourself

Keep moving

OK to be mad

It’s not your fault

It’s not the end of the world

Work hard – playharder

Important to work with different people in verydifferent areas/businesses

Licensed UEFA Football coach…..

I have moved from the inside of the

”old” media business to the outside

To The outskirts of the ”new” media business

Business card – did you bring one?

The importance of networks

Are you networking?

Strong ties

Weak ties

Connect

My Personal Learnings

Quit our job in time and look to the side

Read books and/or go back to school

Be open minded

Don’t ever give up

Be an explorer and ask questions

Work cross borders and cross cultures

Don’t love your product

TakeAway

soren@soren-knudsen.dk

www.soren-knudsen.dk

http://www.linkedin.com/in/knudsensoren

https://plus.google.com/+SorenKnudsen65