one:one value creation

"The leading edge of consumption is now moving from products and services to tools and relationships enabled by interactive technologies....(products and marketing) can no longer “create” value, but must rather “realise” the value that is latent in individual space. "

Zuboff, 2010

This session’s concept:

thedigitalexperiment.wordpress.com :: breana bunce

Zuboff argues that we’ve now passed (and left behind) the era of brand-generated value

The era of “Love is a thing guys like me invented to sell more nylons”*

has well and truly passed

*Don Draper in Mad Men thedigitalexperiment.wordpress.com :: breana bunce

The dialogue that companies participate in must now be outward facing We need to engage with the consumer’s needs first.


The old industrial logic pointed inwards from 1900-2000, everything functioned well if we worked from the perspective of the organization and its own requirements for efficiency, cost reductions, revenues, growth, earnings per share (EPS), and returns on investment (ROI). It seemed that whatever the product was,

if we were loud enough, the consumer bought it.


The old market logic told us to interrupt consumers.Brands got traction asking:

“What do I have and how can I sell it to you?”


Butwe’re now in an era where consumption is increasingly done at a one:one level. Which means that the value of a product becomes both more subjective and more abstract.


When confronted with old world strategies,

Artificial desires created by advertisers are increasingly rejected.

consumers are starting to say no


What has lead to this shift?

“Sharp increases in higher education, standards of living, social complexityand longevity over the past century gave rise to

a new desire for individual self-determination.” Zuboff, 2010


The consumer has now maturedWith increasingly infinite choice and empowerment, the consumer now demands that the brand meets their needs.

They use products the way they want to,

which is not always the way brands tell them to


We have entered the era of consumer self-realisationBrands are less able to control their image by facing inwards, they must instead engage with how consumers are choosing to represent them.

A fake BP twitter account set up by a consumer during the oil spill crisis


This translates to a consumer desire of:

“having control over what matters,having one’s voice heardand having social connections on one’s own terms”

Zuboff, 2010


Consequently, brands cannot create and imbue value.Rather, they must open up the product box and allow consumers to generate their own unique, one:one value


In the era of digital self-realisation, a new logic needs to be built.

It is the individual end user who needs to inform where we start.

we need to start conversationswith consumers by asking

“Who are you?” “What do you need?”

“How can we help?”


In the era of digital self-realisation

success depends on developing tools and relationships that empower the consumer to create their own experiencesand shape the product to their own values

one:one


one:one value creation

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