@henryrobbenmarketing strategy

Marketing With Ballsreinventing the way marketers do marketing

Prof.dr. Henry ROBBENNyenrode Business Universiteit

Nice to meet you! Let’s stay in touch.

Professor of Marketing ● Advisor ●

Catalyst ● Strategic decision processes ●

Reading ● First-Person Shooters ● Cycling ●

Oranje

+31 626 556 572

Henry Robben

henry_robben

henryrobben

henryrobben.com

h.robben@nyenrode.nl

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@henryrobbenmarketing strategy

It’s a page-turner, innovative, fast-

paced, normative, eye-opening,

science-based, and sphincter-

tightening.

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discover

manage

respect

maintain

reclaim

embrace

passion ● curiosity ● imagination

vision ● decisiveness ● execution

authenticity ● balance ● openness

our raison d’être

the impact we have lost

in a transparant society

@henryrobbenmarketing strategy

dear marketer!5

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There’s something rotten in the state of Marketingn o t s e e n a s l e a d e r s ! n o t i n t h e b o a r d ! n o t l e a d i n g

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marketing is: building sustainable

businessa competence, not a

departmentby definition, it is people

business

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The Bright SidePassion

Curiosity

Imagination

Vision

Decisiveness

Execute

Authenticity

Balance

Openness

@henryrobbenmarketing strategy

Com

pany

Per

form

ance

Characteristic / Behavior Characteristic /

@henryrobbenmarketing strategy

The Offside The Bright Side The Dark Sideapathetic passionate obsessed

disinterested curious paranoid

sterile imaginative disconnected

purposeless visionary fundamentalist

undecided decisive arrogant

paralysed executive bully

subjugated authentic fake

meaningless balanced instrumental

unreceptive open rude

@henryrobbenmarketing strategy

What is the value

proposition of the

marketerin the digital

arena?

Leadership Behavior

social ● on all levels ● situational

@henryrobbenmarketing strategy

Marketing Leadership

Behavior = ⨍(Personality, Environment)

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So what should I do as a marketer?

@henryrobbenmarketing strategy

Look at yourself as a Piece of Art

Self-Management

Discovery

Respect

BHAGR&RC2C

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discoverpassion●curiosity●imagination

@henryrobbenmarketing strategy

Marketers need to pay more attention.20

Making something great is the goal—Ed Catmull

@henryrobbenmarketing strategy

Markets have become arenas.If you don’t win, you die.

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Globalization!Digitization!Responsibilization

AnalogCustomer

ExploitationClosed

DigitalArena

ExplorationOpen

a marketer faces four paradoxes.

@henryrobbenmarketing strategy

managevision●decisiveness●execution

we know what to do,we know why we

should do it, and we know how to do it

yet most businessesand individuals don’t

dowhat’s good for them.

@henryrobbenmarketing strategy

@henryrobbenmarketing strategy

Explorationchanging the business

Exploitation

running the business

Capturevalue@company

Creationvalue@customer

@henryrobbenmarketing strategy

Disruption is everywhere.

“Disruptive Innovation?” by Christensen, Raynor & McDonaldHarvard Business Review, December 2015

Retailing: Amazon (1994) Auctions: eBay (1995)

business disruption

Search & Advertising: Google (1998) Television: YouTube (2005)

“Now that the asteroid of digitized information has hit, the global

economy has changed forever. The era of traditional, hierarchial

market domination by dinosaur companies is coming to an end.

The world now belongs to smarter, smaller and faster-moving

enterprises. This is certainly true now for information-based

industries, and it will soon be true for more traditional industries as

well.”

Salim Ismail – p. 135

The new Cambrian

explosion?

@henryrobbenmarketing strategy

respectauthenticity●balance●openness

De Volkskrant, April 23, 2016

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Marketing LeadershipBe on the forefront, creating a significant positive and enduring difference.

@henryrobbenmarketing strategy

Thank you!That’s it folks!

Let’s stay in touch.+31 6 26 556 272

h.robben@nyenrode.nl