Archive for maj, 2012

Press Report for Sharkonomics – 300 of 14.000 press clips

Published by on maj 29, 2012

The Press release for Sharkonomics swam globally into FOX News, Reuters & 300 more (pdf) it got 14.000 press clips and 40.000 hits on Google. It seems like there are many who likes to take a bit of the Sharkonomics book.

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Froosh.com: Fresh juice vs. Fresh culture

Published by on maj 25, 2012

A small juice producing brand in Sweden named Froosh is changing the rules of how to package products. Their message on the bottle’s is really outstanding:

Live longer than your friends, better than Botox, Look good naked.

Their creativity and culture makes them stand out from the normal anonymous message. Their juices is is tasting really good BUT that is not the point. The point that fascinates me is that I find juice companies all over the world being more creative, modern, and more flexible than other business. I can’t stop thinking about it. Why is that so? Is it that their corporate culture is like their product (young and fresh?). Yes! Often young companies do not have a history that can hold their creativity back.

In short I think it could be some of this facts explaining their creativity:
1. Lack of history (everything is fresh).
2. They are all depending on nature – the link to nature is increasing in some businesses and it is great!
3. To make quality demands passion.
4. Juice brands are demanded by more conscious- and demanding consumers.
5. It gives a higher meaning and satisfaction to work with nature instead of against it (at the same time give consumers better health).
6. Their goal is to have nothing else than nature’s own gift in their juice. Which can be translated to: do not put BS into the corporate culture.
7. A lot of things I don’t know yet (but I love to jump into the juice bottle – to find out how to live longer than my friends).

Like the Australian juice brand Nudie points out:

Nudie is for people who… Love walking in the rain without an umbrella
Nudie.com.au

Think that says it al about the attitude of the juice fresh culture.

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New book: Party Marketing by Harald Moe: Turns work into a party for adaptable marketers

Published by on maj 23, 2012

The Swedish author Harald Moe is releasing his book Party Marketing on the 29th of may. The idea is simply to make life much more fun for marketers by turning work into a party:

Everyone has been to a party. Creating a sucessful party and marketing successfully a business is the same thing, and is based on the same principles. Party Marketing makes it much easier to Focus, Coordinate and Reinforce all components of the companys communications.
Party Marketing by Harald Moe

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Read our 133 most popular posts from our 1078 posts

Published by on maj 21, 2012

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Challenge and illuminate how you think about competing in the marketplace

Published by on maj 16, 2012

Stefan Engeseth offers a completely original point of view — rooted in centuries of natural history — to address an age-old problem. It is sure to challenge and illuminate how you think about competing in the marketplace.
Kevin Lane Keller, Professor of Marketing, Tuck School of Business at Dartmouth

Praise for the Sharkonomics book.

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Market leaders have NO defence for Sharkonomics attacks

Published by on maj 12, 2012

This is an Shark Defense training film (1964). Credit: The US Army. It shows mankind’s fear of a potential shark attack is enormous therefore it made sense to develop a defence part in my book Sharkonomics.

Both in nature and business prey and predator share the same water. Eventually all market leaders will be attacked as a consequence of being in the same market and sharing the same water as their predators. The concept behind developing brands was to protect the original from being copied. For a long time a brand relied on its name and reputation to survive in the market. Today, however, merely the name will not protect the brand from being attacked. As the nature of business gets harder, the need for defence increases. Market leaders need to defend their products and services with deadly seriousness to keep followers at a healthy distance.

Why is defence not valued in business?
As early as in our childhood, from kindergarten upwards, we are trained to be “positive”. So if somebody in the team building the mighty Titanic had said something that was not in line with “the unsinkable creation”, that person would most likely have been put down and corrected (or at least sent off to clean the deck until he had learnt how to be more positive). Internal communications spend fortunes on rewriting information into a positive tone of voice. Initiatives such as bonus systems and stock values are popular in business because positive information can easily be aligned with payroll.

In nature there are not any parachute agreements for management.

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Sharkonomics book tour for the Nordics

Published by on maj 7, 2012

Writing a book is like creating music: you really don’t know how it’s received until it’s played onstage. I am very pleased with the response from the first part of the tour for my new book, Sharkonomics. It started in Denmark with a lecture at The Danish Marketing Association fantastic discussions with the leading marketing professionals in Copenhagen. And with an audience of nearly 200 in Norway at Gulltaggen, I was overwhelmed by the positive feedback by representatives from iconic brands like Google and Spotify.

Here are a few things that people have said about Sharkonomics on tour in the Nordics:

Finally something new and fresh! Straight to the point!
Tonje Elisabeth Aaroe, Industry Manager, Google

Thanks a lot for your book launch speech – and also for the books, Stefan. The spontaneous feedback was more than positive, really exciting!!
Lauri Sipilä, CEO, Finnish Marketing Association

In this video from Gulltaggen, Norway, the audience is in a shark-like frenzy, biting into Sharkonomics. It was amazing to see business people moving like sharks and fighting for my book.

The frenzy over Sharkonomics in Sweden was arranged by The Swedish Marketing Federation.

The Finnish Marketing Association stirred up their own frenzy with Sharkonomics in Finland. Before I went onstage, I was told that there probably wouldn’t be any questions… so I was shocked by how hungry the audience was for Sharkonomics. It was like the content became live “hits” and swam for itself. Experts say that sharks build their self-confidence bite by bite and I’m ready to bite into the business world.

Thanks to all of the wonderful people in the organizations and associations, panelists.
I would also like to thank my sponsors, Reffekt and Smurfit Kappa for purchasing and sharing my books audiences on the tour so Sharkonomics is read and spread by the hungriest audience ever in the Nordic countries.

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Working 9 to 5 worked well in 1920 but will not in 2020

Published by on maj 4, 2012

Moving 24/7 works well for sharks and will work well for corporations that want to move with the times and not miss opportunities. Speed and constantly being in an innovative stage of changing and adapting is what enabled companies such as Google, Cisco and Groupon to grow into global predators.

Above from the Sharkonomics book.

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How Sir Tim Berners-Lee invented the World Wide Web by cracking the code: Not invented here!

Published by on maj 2, 2012

Last week at Gulltaggen I had the honor to listen to Sir Tim Berners-Lee who is the inventor of the World Wide Web. By far it was the best lecture at Gulltaggen (perhaps for ever). His humble statement in the opening of the lecture was superb:

I stumbled on an problem, in which the World Wide Web seemed like a good solution.

Over the years I have had the honor to meet some of the best innovators in the world, like the father of mobile phones: Östen Mäkitalo. When I listened to Sir Tim I released that they all have the same success formula.

They have all cracked the code: Not invented here.
What Tim did when he created the world wide web was that he included existing solutions and codes so that the creators of these solutions and codes could see themselves in the solution that Tim created. That is a smart strategy because it means that other programmers could feel they where a part of the world wide web and could say: We invented it (together). Many of Tim’s points related to Open Source which basically was what the web was about in the beginning. The answer to how to crack the code could not be better expressed than in Tim’s own words:

The should be a sandbox. So everybody could play with it and develop it together and not be stuck in somebody’s head.

Tim repeatedly stated the value of collective thinking:

If everybody feels they are part of the innovation, they will contribute to the solution and spread it.

We as a spices we have a resistance against ideas that are totally new to us (it takes more energy to absorb and relate to them). The saying ”no meaning of inventing the wheel again” can be questioned since new solutions often have already existed in some forms in our heads. For example, the wheel would never have been invented unless there had been earlier prototypes of it.

Big innovators as Sir Tim have many different talents in addition to their own area of expertise (technology in Tim’s case), for example they have knowledge in psychology, group behavior and tribe thinking which they use to spread innovations. Often I get the feeling that big innovators possesses the skills of at least a hundred people, but still the genius solutions these big innovators have invented has taken them years to get accepted and spread. If it takes so many years of hard work although the inventors possess the skills of hundred persons in one person, I wonder how many times we have missed solutions coming from people who do not have as many talents as the big innovators have. I believe that we as a society have to figure out how to better embrace ideas from people who do not have the skills of hundred people but still can offer great solutions. In the meantime we can all enjoy the work of Sir Tim Berners-Lee’s World Wide Web which makes the world spin like a wheel around our future.

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