What happens in Vegas, stays in Vegas or goes out on Twitter, Facebook, Blogs, ….especially when it talk about SxSWV2V! This isn’t contained to Las Vegas, but is being spread out all over the world via social and digital media.
Let the so-called social graph and wor(l)d-of-mounth do it’s work, but content wise this V2V version had a huge message regarding digital and online media/business! Get out there and be real, be appealing or don’t be!
Both yesterday and today keynotes addressed the fact that building a website never sold a real problem! It’s the value offer regarding that problem that is appealing for customers. And those customer live in a real (off-line) world, with real problems they want to get solved.
The Shinola story is a true example of this off-line revamping era. Shinola is re-introducing industrialized manufacturing into the US (supported with online sales tools), but from the bottom build as a manufacturing company. This is quite the opposite of what silicon valley service-minded start-ups are doing, but holds enormous possibilities for (local) communities. Instead of being in front of your screen, go out, and connect with that customer through unique flag-ship stores which bundles every (brand or product) experience you want for your local customer/community.
Making industrial manufacturing appealing for workers might seem hard, but Shinola choose Detroit as their home base due to the easy fact that building watches is also about building engines (only on a smaller scale). This meant local Detroit community was eager to welcome Shinola in Detroit and started working for and cooperating with them. Eventually they did a cross over with College of Creative Studies where they host the manufacturing plant. This creates a vibrant atmosphere both for students, and Shinola (workers) to be part of.
Although Shinola started there 2.0 version with manufacturing and selling classy watches, they did not want become a one-shot brand. So they invested in product differentiation and the diversification of the Shinola brand, with the introduction of leather balls (produced in New York) and bicycles. All within the design and the storytelling ideology which Shinola wants to transfer both to its customer, and it’s workers. High design, with high quality (life-time warranty) glued together by a story of openness, honesty and transparency!
Thank you Brian Solis fort his great interview with Jacques Panis showing that entrepreneurship in 2014 is not only about digital or online, but can also be about – let me call this with a lot of respect – old school secondary economy products and services (glued with a digital sauce).
The big South by South West show landed in Las Vegas for a much more intimite version on entrepreneurship, startups and innovation! Although I like the Austin version, because it’s bigger then life and just seems endless, this version in Las Vegas is more spot-on and cosier. Easer to meet up with other participants, speakers, joint lunches, …. all this makes this event already a succes only after a couple of hours!
But let’s get on topic and into the theme of the SxSwV2V conference: Entrepreneurship, startups and innovation.
Arie Horie (CEO Women’s StartUp Lab) took the first keynote stage inspiring us with already know insights on how to succeed as an entrepreneur. Going on stage and explaining how to succeed, might be easy, but realy succeeding is something different!
Nevertheless, it all comes down to start walking, step by step. You don’t have to jump into the deep right away, but you have to de persistant, aim high and remain creative because you never know what’s going to happen on your way to succes!
Another nice aspect in your road to understanding entrepreneurial succes is the fact that an entrepreneur is a litte extra – ordinary. As an entrepreneur you should embrace the fact you stick out, and you are a little extra-ordinary in striving for your entrepreneurial succes! This means that you’ll experience failure, from which you can learn and show your creativity (which will then again make you a little more extra-ordinary). So it’s not about your results, but from the lessons you learn(ed) from your failures!
Key element in this road to succes is “hiro,” a critical friend which you can reach out to support you!
The second part of my digital arena series is all about brands and shopping. Online shopping isn’t a fad anymore, and remains a challenge for most brands. Digital empowers consumers (again) to go online and shop, it’s the shops, the brands that are looking for new ways of integrated marketing to again connect with the online customer! Aim for convenience and experience in this digital (second screen) world…
Empowering the content geek!
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The first part of a small serie on the digital arena, based on the IAB Think Digital Conference. In this first part I focus the digital era as a driver for the individual consumer who has a need for instant individual gratification. Not only does the digital era enables this, the “real-time” era adds an extra dimension to this individual need. Read more ›
It’s been 2 weeks now, since I returned from SxSWi (Austin, Tx.)…after a cold turkey/jet lag I have returned to my everyday life…but this experience changed my mindset! What an amazing experience, vibe and atmosphere this was….I got sucked in and survived, but I don’t want it to stop for a year! SxSWi showed me how entrepreneurial, creative and opportunist our world can be. Back in Belgium I only notice status-quo. Our ancient economy should look ahead instead of back, should look for opportunities instead maintaining what we have…I know we can do this, but we need to adapt our society, education, work,….Without throwing everything overboard, there are some easy steps to take to become more creative, entrepreneurial and opportunist!
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