DIGITAL IS ... OUTDATED !

Digital, Digital, Digital ... The End of Marketing as we Know It ?

Everybody is using the word "Digital" now, to an extent which has become over the top...

• Advertising agencies pretend to have Digital Creatives. 
• Consulting firms pretend to have Digital Labs. 
• Marketing Officers pretend to be Digital Officers. 

Well, it is true that 10 years ago, when Facebook was born, no-one could claim to be digital, as Social Media barely existed. That said, it is really exaggerated to claim being 100% digital in 2014. 

I have authored a study called "Digital: The new frontier of marketing" ... Worth reading :-)

I believe that Digital is an integrated part of Marketing, as other components like advertising, consumer insight, shopper studies, brand development, category management, trade marketing... are of have been!

Many constituents of the so-called Digital World are essential tools to be a great marketer, or to run a world-class marketing function. Nowadays you need : Big data and analytics ; Open data and co-innovation ; Multi-channel sales ; Tribal marketing for social media communities ; Online co-creation etc...

But Digital today seems to me nothing more than a set of tools !

Digital and digitization cannot be seen as a new function, an end in itself, a new business philosophy nor a new business model.

Digital is simply a means to an end, a new component of our daily business and personal lives, a new way of working, a new toolbox ... It can be very useful to marketers indeed. 

Therefore, Digital will not be a substitute to Marketing - definitely not!

The role of digital in the marketing function has become huge, as Consumer Product giant companies such as Procter & Gamble spend up to 1/3 of their media spend on digital media (internet enabled such as YouTube, Google, Facebook...). Other giant companies such as Unilever have appointed some top executives in charge of Digital within their marketing function, e.g. a Senior Vice President Food Digital, a former "traditional" brand manager. 

So let's not be confused (or over-whelmed) by "Digital" or "Digitization" verbal diarrhea... The digital phenomenon is simply a new way to look at things and to do business. 

My belief is that the newly appointed "Chief Digital Officers" will soon return to their formal job titles of "Chief Marketing Officer" or "Chief Information Officer", depending on where they came from originally. 

And as Marc Pritchard, P&G global marketing officer, recently said: "The era of digital marketing is over. It's almost dead. Now, it's just brand building". 

Digital is dead, long live Digital !

Let's be digital, inspired and connected. 

YESTERDAY WAS ALL ABOUT FOOD... AND THE FUTURE IS FOOD TOO !

Star entrepreneurs from Michel & Augustin and Sushi Daily 

Yesterday night we held a great "premiere" conference with INSEAD Alumni in Paris... a "Vertical" event about an industry, viewed from all possible angles (leadership, marketing, finance, technology etc.), but most importantly through the eyes of Top Entrepreneurs.

Being in France, the industry choice was easy and quite obvious : Food !

Having worked in this sector myself for the past 15 years, first at Unilever (Knorr, Lipton, Ben & Jerry, Magnum) and then in strategy consulting, advising food companies such as Unilever, Nestlé, Ferrero, Orangina Schweppes... I came to yesterday's event with high expectations, not only because the sector is great, but also because the panel of speakers was just fabulous, amongst others :

• Michel de Rovira (INSEAD alumnus), co founder of Michel et Augustin, delicious tasty sweet food (cookies, yoghurt). The start-up already generates revenues of €25M, and they just raised €12M funding from F-H Pinault the CEO and owner of luxury group Kering.

• Jérôme Castaing (INSEAD alumnus) and Kelly, founders of Sushi Daily, world class shop-in-shop chain. They have opened a first corner shop within a Carrefour hypermarket in 2010, and they now own more than 200 shops globally, employ over 1200 people, and generated revenues above €100M in 2013.

We were not disappointed yesterday night ! All 150 guests enjoyed the evening and the final tasting. My personal learnings are the following :

• Food is all about passion, taste, quality and excellence : Successful retail concepts are not enough, one must focus 100% on the product, which needs to be outperforming standards and outstanding. For instance, Sushi Daily seek to produce and sell "the best sushis in the world". Michel & Augustin seek to produce "the most fun and tasty cookies in France and abroad".

• Food innovation can be "frugal" : There is no need to invest millions of euros on R&D or Marketing... It is simply amazing to see that some Food companies that started a few years ago only with a few thousand euros in loans now generate enormous revenue and substantial profits. What matters is the perseverance of the founders, and the development of good Food in a garage or basement ... like the Tech and Digital entrepreneurs basically.

• Food staff management, talent training and retention is hyper critical : It is clear that thousands of candidates want to work in Food... But the need for excellence and outperformance requires that senior executives apply the toughest standards to their people. Kelly, the founder of Sushi Daily told us that she came in France as an Asian immigrant, eager to succeed, with huge appetite for success in her new life. The minimum skill she is looking for when recruiting is NOT food knowledge, but rather a high level of motivation, that equals or surpasses hers !

• Food trends for tomorrow are well known; they provide great opportunities for Food start-ups : safety, ethics, religion, health... are the most obvious trends and points of attention in the industry. But a great one, notably vis-a-vis youngest consumers, is YAWYE : "you are what you eat"... The cool, healthy, innovative brands who address this new consumer insight will definitely strive in the coming years.

All in all, we can be proud in France to have so much talent and successes in the Food market... which is partly coming from our history ("la tradition culinaire"), but also certainly from the entrepreneurial and creative talent we have in this country.

As there is a "Silicon Valley" in the USA for Digital innovation and progress, we have in France our own "recipes" for success in the "Food Valley" !

Let's talk next time about our "Cosmetic Valley" if you want...

Dear Epicurean friends of Food : Let's be Inspired & Connected !

HAPPY NEW YEAR !

I wish you all the best for 2014.

May this new year be full of true joy, radical optimism, good health, good fun, new challenges, faithful hope, great successes, and sunny moments for all of you and your families.

Be inspired & Stay connected !

LEAD WITH RADICAL OPTIMISM - WATCH THE VIDEO




INSEAD ESSENTIALS & GLOBAL DAY 2013 - WATCH THE VIDEO HERE

3 months ago INSEAD Alumni Association France held a superb conference in Paris, at the beautiful College des Bernardins, on my favourite theme : How to make the world a better place.

The topic attracted a large audience of business people (over 500) and our tag-line drew their attention because of its unusual nature, especially in pessimistic France : How to be radical optimists in the worst turbulent times.

Paris was indeed a challenging location for this event, as David Jones, CEO of Havas, pointed out in his fantastic closing speech: "In Paris nobody believes that tomorrow can be better than today, whilst in New-York nobody believes that tomorrow can be worst than today"... David wrote a remarkable book on leadership which I recommend: Who cares wins. In this book he insists on the way social media contribute to make the world better, by inciting companies to do well by doing good. Doing good is not anymore a management fashion or a competitive advantage: It has become a vital component of corporate DNA.

All speakers on stage were top leaders of businesses, non profit organizations, churches... speaking wholeheartedly about their passion for growth and social responsibility. Their radical optimism was clear and infectious, energizing the audience and proving that optimist leaders can really change the world, and make their organization successful !

Even bankers :-) were speaking, demonstrating that optimism and authentic leadership can transform their industry which deeply suffered in the past years, being held responsible for the traumatic financial crisis. Antonio Horta-Osorio, CEO of Lloyds Banking Group, used a famous quote of Churchill to underline his testimonial: "A pessimist sees the difficulty in every opportunity. An optimist sees the opportunity in every difficulty."

Jacques Seguela, the advertising master and guru, was on stage too and brilliantly summarized the huge need for optimistic leaders to make our world better, in one of his famous slogans : "Merde à la déprime" ... which translates poorly in English a.k.a. "F--- depression"... His last book, Merde à la déprime, covers this topic in great detail.

Have a look at the short video-clip showing all speakers live: Video INSEAD Essentials

Or watch the full 3-hour event on INSEAD Alumni YouTube channel: IAAFchannel

Be inspired and connected !

SAVE THE DATE FOR INSEAD ESSENTIALS 2014 on SEPTEMBER 11...

COURAGEOUS LEADERSHIP - THE 3 R's of MADIBA

Two Courageous Captains and Legends

The entire world has seen the global tribute paid this week to Nelson Mandela, Madiba.

I had the privilege a few weeks ago to visit his country, "the place to be" in Africa these days for business reasons, and to attend a conference with many testimonials from his peers, friends or fellow Nobel Peace Prizes - Ahmed Kathrada, Manphela Rampele, Kofi Annan, François Pienaar...

In particular, I was very impresssed and personally touched by François Pienaar, the legendary Springbok captain who, against all odds, led the South African Rugby Team to victory at the 1995 World Cup, defeating the almighty All Blacks in the final game in Johannesburg 15-12. A legend was born - the hero of the movie Invictus.

And there in Johannesburg I saw this living idol crying on stage, in front of 1500 people, when talking about another captain, a master of courage and leadership, Nelson Mandela. It says a lot about "Madiba" when you see a Springbok captain, used to severe enduring pain, wiping off some tears of emotion... We can certainly learn a lot from Madiba.

His attitude of Courageous Leadership can be summarized in 3 R's :

1) Resilience : Spending 27 years in jail, 18 of those years in a microscopic cell in the infamous jail of Robben Island, is an experience that few political leaders have survived to. Many prisoners in isolation or breaking rocks would end up physically or psychologically damaged. Not Madiba, who managed during 18 years to learn, teach, meditate, exercise... and get ready to win a national election for presidency! The famous poem from William Henley that Madiba kept reciting every day, Invictus, illustrates well his unique Resilience : I am the master of my fate - I am the captain of my soul.

2) Recovery : Being able to fail, learn from mistakes and recover is a great characteristic of courageous and effective leaders... Madiba has faced many challenges, huge difficulties and overcame them everytime, not without some scars. Apartheid, violence, insecurity, poverty... are many of the battles (and scars) of Madiba - many of them not fully won, but all fought with courage and determination. Many times Madiba failed, but always learnt... and tried again. The deepest scar is probably his failure to assess the risk of AIDS in South Africa, until his own son died from this lethal disease in 2005. Then again Madiba learnt and recovered, despite the huge personal pain, with a national program against AIDS.

3) Reconciliation : Most importantly, like a modern Ghandi, Madiba understood the imperative of reconciliation. This act of courageous leadership is extremely difficult, and not a natural inclination of mankind. Courageous leadership requires compassion and humility first, to be able to seek reconciliation, and impose it to the entire population of South Africa. This is a daunting task, that very few political leaders are capable to undertake, preferring the "easy" route of retaliation rather than reconciliation. Retaliation is definitely the wrong "R" : Madiba chose the other route, against advice of all his fellow ANC comrades, and the strong opposition of the white people of South Africa... and through this supra-natural Reconciliation effort, Madiba succeeded to forge the Rainbow Nation !

But let's now give the final word to Madiba himself on "Courageous Leadership" - His definition is undoubtedly much better than my 3'R interpretation :

"I learned that courage was not the absence of fear, but the triumph over it. The brave man is not he who does not feel afraid, but he who conquers that fear"

Inspiring !

LEGACY, RESILIENCE ... AND PLEDGE

Olive Trees in Gethsemane Garden, 1000 years old
Living Symbols of Legacy, Resilience and Promise

One cannot travel to Israel, the Holy Land, without undertaking a personal transformation, a sort of displacement... and also some formidable learning on mankind, organizations, and one-self.

I just came back from a week in Israel, visiting the historical and religious sites of Nazareth, Bethleem, Cana, Jordan River, Tiberias Lake, Sea of Salt ... and most importantly Jerusalem - the Holy City for all monotheist religions (Christian, Jewish and Muslim).

Paradoxically, the etimology of "Jerusalem" is rooted in Foundation, God and Peace. Clearly, it is a sacred foundation town, and also the land of God, i.e.
- The city of King David and King Solomon, who built the First Temple - for Jewish people.
- The city where Muhammad ascended to Heaven, where he speaks to God - for Muslim people.
- The city where Jesus Christ, Son of God, died and resurrected - for Christian people.

Etimology is more mysterious and intriguing on the meaning of "peace":
- The city has been destroyed twice, besieged 23 times, attacked 52 times and captured 44 times!
- Today the city seems quiet on the surface, but the country as a whole is visibly tensed underneath.

Besides a spiritual personal experience in Jerusalem, which is really intense for all visitors and pilgrims (however religious they may be), there are 3 very interesting and profound lessons to draw from the city with regard to corporate leadership and management:

1) Legacy is a fundamental cornerstone in the history and development of any organization.
Jerusalem has been founded about 5,000 years ago, proven by archeologic evidence, dating back to the Bronze Age. The city was later governed and developed through Egyptian, Macedonian, Roman, Byzantine, Persian, Ottoman periods... Under each stage, the city grew in prosperity, recognition, spirituality and tradition, despite the wars. The old city of Jerusalem is magnificient, and you really see, hear and feel the weight of history, the strength of legacy, and the power of tradition.

2) Resilience is the proof and condition of sustainability of any organization.
As I said earlier, the wars and conflicts seem permanent in Jerusalem, often of exceptional violence. The various Crusades that took place to capture and recapture the Holy City are well known episodes of massacres conducted there. Until today there has never been a long period of quietude in Jerusalem, whose people and leaders have always shown extraordinary resilience to survive, and to continue growing. Today the authorities of Jerusalem are still enduring a permanent struggle for peace, in the very sensitive climate that you all know. One place which shows the resilience of the Jewish people is the Yad Vashem memorial to the victims of the Holocaust.

3) Pledge (or Promise) is the source of inspiration for future growth, and for radical optimism.
With such formidable legacy, and their demonstrated resilience, the people of Jerusalem could simply "relax" and take it easy. No way... They maintain the Promise alive, they hope for a better future, they discuss it, they negotiate it, and they all live the pledge of tomorrow's world. All inhabitants (Christians, Jews and Muslims) share a dream of hope, a vision of the future, and therefore ensure long-term growth and progress of the city. The "promise" may be different according to their faith... but hope and optimism are present, and one can feel it deeply anchored in Jerusalem.

Those three essential pillars of Jerusalem - Legacy, Resilience, Promise - are definitely worth considering when leading or managing any organization.

These pillars are key success factors of sustainable growth and development, that can last for millenars !

LEADERS HAVE TO LEAD...

Antony Jenkins CEO of Barclays at One Young World 2013

I watched in amazement the new CEO of Barclays at One Young World in Johannesburg.

All of you know about the trouble which the financial world has caused in recent years. The appointment of Antony Jenkins is no surprise after this turmoil... His vision about the need for change in the banking world, and the case for making the world a better place is fantastic.

You can watch him too on YouTube before reading this post via http://youtu.be/Vj0SknL-bac

His tone and speech in front of 1300 young leaders from 190 countries last week is truly inspiring.

Leaders have to lead !
Leaders of the corporate world cannot forego their responsibility. Leaders of today, the older generation, are powerful, and must use their power to play a lead role in transforming society, in solving the world issues, in making a difference for the world. Leadership is a privileged position to make the world a better place. Giving up is not an option for leaders. They must pursue an agenda which is right for the society.

Leaders need purpose !
Too often we have seen failures and crises created by the wrong objectives and goals of the corporate world. It is essential instead to define and achieve the right purpose, above business plans and financial profits. For example, Antony Jenkins has set a new vision and purpose for Barclays in January 2013: Barclays must be the "go to" bank, helping people to achieve their own goals. But he insisted on helping people "in the right way" ! This radical transformation of a 140.000 employee bank is amazing and inspiring, and certainly daunting too for its leader.

Leaders must be authentic and relentless !
These two personality traits are fundamental to meet the above requirements, to lead well and to define the right purpose. Leaders must be authentic because there are many strong opposing forces, that wish to stay in the old system, that wish to avoid change, that wish to make purpose-driven agenda fail... Being authentic is a must-have to stand firm against attacks and temptations.
Leaders must alos be relentless as the journey towards a positive agenda, towards making the world a better place, is very long and complex. Resilience will be key for leaders and even more for future leaders !

Antony Jenkins used a beautiful African quote to illustrate the need for courage and leadership in times of change : "When you are scared, you have to be brave. When you can't be brave, you have to be braver".

These are the words of the leader of an orphanage for babies with AIDS... Imagine her daily fight combat against fear, despair, misery and lethal disease... for orphan babies in Kenya. I think our little problems are in fact very very little compared to her leadership role, aren't they.

And Antony's last words to the 1300 young leaders were exemplary at the end: He did not tell them to "Go from here and lead"... but he told them instead "Go from here with me, with my fellow counsellors, and let's fix things together" !

Inspired and connected !

OUR COLLECTIVE RESPONSIBILITY ! SOME LEADERSHIP PERSPECTIVES

Paul Polman CEO Unilever - One Young World 2013

At the One Young World Summit (OYW) last week, more than a thousand young leaders gathered in Johannesburg to take action. Basically to change the world and make it better. You have read my earlier post about the humbling and astounding testimonials from dozens of those young leaders who are running projects across the world to solve issues of eduction, hunger, poverty, diseases etc

1.300 young leaders is a fabulous force that can really solve problems and transform our society.

There were also some fantastic calls for action from top leaders such as Paul Polman at Unilever, Antony Jenkins at Barclays, Richard Branson at Virgin, David Jones at Havas...

Let me reflect on the main topic of Paul Polman at OYW 2013 : "RESPONSIBILITY".

Clearly, in our volatile and uncertain world, leaders must act decisively, taking into accounts all complexities, and responsibly.

The pillars of this responsibility are the following:

1/ Acting together, playing a collective game rather than trying to optimize locally on your own. Paul quoted an African proverb in Johannesburg: "If you want to go fast, you go alone. If you want to go far, you go together." Partnerships are key to change the world and make it better - NGO's, governments, corporations must act as one, with a common vision and positive attitude.

2/ Acting as inclusive capitalists, not exclusive. Exclusion is a short-term game, bound to fail, because society cannot sustain inequalities any longer. People left out at the bottom of the pyramid will not endure social gaps any more, and violence and revolutions will arise. Best way is to practice and implement inclusion. Leaders must now exercise their power and influence responsibly for the long-term, by including all constituents (the strongest and the weakest), with an ideal of common good in mind.

3/ Acting now rather than waiting. As Paul said, "the cost of inaction is bigger now than the cost of action". He quoted the example of Food Supply Chain total waste globally, worth US$ 250 Billion per year... It is worth acting decisively and responsibly NOW rather than wait. Saving US$ 80 Billion "only" would be amazing, as this amount would allow to eradicate hunger world-wide !

4/ Acting through social media. The younger generation leaders (OYW, Global Shapers, G20 Young Leaders etc.) are digital natives. This is an enormous force, with no frontiers, no obstacles, no limits to communication and collaboration ! Social media enable thousands of young leaders to aggregate ideas and actions to change the world. Digitalization gives more power than ever to the younger generation to take control of their future. As Paul remarked: "The young people represent 50% of the world population today... but they will represent 100% tomorrow".

In summary, our responsibility of leaders is collective and we must then, according to Paul :

• Draw the future closer.
• Make the present reality (the world problems) a reality of yesterday.
• Show mutual trust and respect.
• Seek the common good for all, always.
• Have the greatest interest for the voices of the unheard...
• Work together !

This keynote speech was at least 30 minutes long, and you should have seen the crowd - Amazed, energized and ready for action. With frequent ovations and a lot of respect for a determined leader, who is transforming the Consumer Goods & Retail world, step by step.

Paul has also joined the B-Team recently, the group of World Leaders who are preparing a plan to change the world. Their mission is "to deliver a Plan B that puts people and planet alongside profit"... Watch the space online via http://bteam.org/

Inspired and connected !

1.300 YOUNG LEADERS GATHER FROM ALL CONTINENTS TO MAKE THE WORLD BETTER

One Young World : Counsellor Kofi Annan and Co-Founder David Jones

It is very unusual to attend leadership conferences like "One Young World". Why is it so unusual?

For five reasons:

First, it is dedicated to young leaders aged 18-30 from all over the world. It is an impressive feeling when you get there and you are surrounded by inspiring, game-changing, beautiful young characters ! Aged 42 myself, I sometimes felt like a dinosaur... especially when instead of exchanging business cards the other person takes a picture of you with your name-tag so he/she can find you on Facebook...

Second, the achievements of these 1.300 young leaders are mind-boggling. I watched in pure amazement a 17-year old young leader, basically a teenager, get on stage to talk about his Education charity called Rwanga which runs 32 projects across 4 countries (Kurdistan, Syria, Iraq, Ghana) which he founded 4 years ago, when he was just 13, the age of my elder daughter ! This is truly humbling as well as amazing. This teenager is pure energy, and pure incentive to make the world a better place.

Third, you hear from the young delegates some things that you would not hear or believe otherwise, from 190 countries across the world... Personal extraordinary stories about poverty, child abuse, rape, hunger, disease, disability, slums... dramas against which many of these young victims have decided to stand up and fight. These 1.300 young leaders have only one dream in mind: Eradicate the problems of the world. Idealists? Certainly... but with a clear purpose and really action-oriented mindset.

Fourth, I was amazed by the presence and commitment of a fantastic panel of speakers - the "One Young World Counsellors" - whose names are the Hall of Fame of Leadership: Kofi Annan, Mohammad Yunus, Bob Geldorf, Francois Pienaar, Paul Polman, Ahmed Kathrada, Richard Branson, Jochen Zeitz, Lily Cole, Boris Becker, Antony Jenkins etc. All of them are very inspiring speakers, as they speak from the heart about their actions to make the world a better place.

Fifth, because One Young World took place in Johannesburg, there has been a special tribute to Nelson Mandela, a leader whose perseverance, charisma, intelligence and compassion helped to change the face of South Africa, and to end the infamous apartheid which still existed here until the 90's. The testimonials from personalities who know him well are really moving. It is not often that a Rugby World Cup champion, captain and living legend like Francois Pienaar cries on stage. It is not often that 1.300 people feel touched at the heart by the testimonial of Madiba's friends. It is not often that myself have tears in my eyes when attending a leadership conference.

 

The story of Nelson Mandela, given by his close friends, gave me the ultimate lesson of leadership, and is probably (so far) the peak of One Young World summit !

In my next blog post, I will share some of the best lessons of leadership from the One Young World counsellors… Watch the space and follow my blog. Also on Twitter: @jmliduena

One Young World : Inspiring and Connecting !

THE PERFECT CEO PROFILE FOR THE 21st CENTURY IS ...

INSEAD Essentials - Interview Polman / Liduena 

I recently interviewed the CEO of Unilever, Paul Polman, for the INSEAD Essentials 2013 conference held in Paris, organized by the INSEAD Alumni Association.

The theme of our conference was "How to make the world a better place - How to be radical optimists in the worst turbulent times".

In this context, Paul shared with me his views on who the CEO of the 21st century should be, and what leadership attributes he/she should have to succeed in a VUCA world (volatile, uncertain, complex, ambiguous).

The CEO of the 21st century needs to have 4 major skills :

i- System thinking : It is the ability to grasp the complexity of the issues of a VUCA world, and to boil that down to simplicity that can get translated into business models.

ii- Strong purpose : There are huge challenges that must be addressed by corporations, such as food security, poverty or climate change... and there are many skeptists around. Top leaders must be driven by strong purpose and convictions to fight skepticism and to overcome global challenges.

iii- Partnership building : The corporate world cannot solve the world issues alone. The top business leaders must build bridges and work together with NGO's and governments to invent and to implement the right solutions.

iv- Long term focus : The CEO must avoid the trap of short term focus (as often induced by quarterly reporting for financial markets), in order to think and to act with the longer run in mind.

Paul made the very interesting observation that the above skill set is more naturally attributed to the female population... and yet, most of current CEO's are still male. This is a real talent challenge that companies will need to address for the years to come. Let's think about that !

... to be continued.

INSEAD Essentials - Interview Polman / Liduena