Page 13 - CSA Celebrity Speakers | CSA Speaker Bulletin October 2015

THE NEXT NEW THING
Q You have been consulting
Fortune 500 CEOs and the
best global brands from Pepsi
to Johnson & Johnson and
Google on the secrets behind
innovation. Could you share
some of these secrets?
A Creativity and innovation are the
two biggest drivers for the long term
success of any business. Cutting costs out of
the supply side no longer works. Businesses
have to focus on the demand side, and here
innovation is the biggest issue. Now more
than ever, the ability of any business to
produce innovation at the highest level will
determine its long term success.
Most businesses think that the processes of
creativity and innovation are linear, but they
are not. Businesses can profit immensely
from understanding the process of making
music in a band – called “jamming” – to
produce innovation at the highest level.
When jamming, a band focuses on
bringing an inner vision to life. All band
members move in tune with the music.
Spontaneously, they give up control and
move as one – in harmony. That´s when the
magic happens. Only by jamming together,
can a band produce great songs.
Therefore, a company has to decode the
secrets behind creativity and innovation so
that the different parts of a business can
work together in harmony, “jam” and hear
the music to consistently produce innovation
at the highest level. This is why a lot of
my clients ask me to integrate live music
performances into my keynotes.
Q Yo u´ve b e e n c a ll e d a “c o a c h
t o m a ny o f t h e w o r l d´s m o s t next decade will be a significant shift in the latest book:
notable CEOs” and interact with
CEOs like Richard Branson and
cutting-edge brands like Google.
Can you share the secrets of
how to understand the hearts
© 2015 Celebrity Speakers Ltd To book call: +44(0)845 216 0100 Email: info@csaspeakers.com
and minds of the Millennials and
the consumers below 30 and win
them for your products?
A Understanding consumers is now more
difficult but also more relevant than
ever before. The individual consumer has a
bigger presence as the global competition
intensifies and the digital world increases
the speed of interaction between businesses
and their customers. This heavily influences
the future of advertising and communication
and the ways in which to win the Millennial
Generation for products and services.
To become and remain one of the best global
brands, businesses have to understand the
hearts and the minds of their consumers.
They have to understand people and
their emotions; they have to thoroughly
understand their customer base and how to
connect with them. Only then will brands be
able to engage consumers effectively.
Q You are also a famous music
producer and live performer
who connects with young
audiences around the world, and
a lot of your clients ask you to
include live music performances
in your keynotes. What can
businesses learn from music to
win the consumers below 30 for
their products and services?
A Dynamic lifestyle demands of people
all over the world, and especially the with their consumers. This is why I call
consumers below 30, demand an increasing
level of innovation from the best global
brands.
The greatest driver of change over the
expectations of the digital consumers of the
Millennial Generation.
The dynamic lifestyle demands of consumers
around the world expect a more and more
seamless experience from the companies
they do business with. In the next years,
businesses will have to create one-­stop
holistic lifestyle solutions and services for its
consumers to become and remain among
the best global brands.
In order to provide this seamless experience
to consumers, businesses can profit
immensely from understanding how rock
stars and global social entrepreneurs engage
people´s hearts and minds. When a rock
star goes out on stage, he tunes into an
inner vision and then brings this inner vision
to life with his band to excite worldwide
audiences. A global social entrepreneur
applies exactly the same process when he
sets out with nothing more than a vision to
inspire global movements and rally millions
of people behind a cause.
In applying the same principles, businesses
can develop the kind of products and
services that have a mass appeal and
resonate with consumers around the world.
Apple has done this very successfully by
creating a loyal global “rockstar” following
for its products. This is why we see
consumers camp outside of Apple stores the
night before a new iPhone comes out, as if
they were going to a U2 concert.
Very few other brands have managed to
create this kind of authentic, passionate and
emotional communication and relationship
Apple a true “Rockstar” brand in my global
consulting practice with Fortune 500 CEOs
and the best global brands.
Tom Oliver’s
“Nothing Is
Impossible”.
Visit: www.csaspeakers.com
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