“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