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Zoonotic

A New Paradigm for Designing Successful Viral Business Strategies

Gebonden Engels 2021 9789401475143
Verkooppositie 5051Hoogste positie: 314
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Samenvatting

Every entrepreneur dreams to find a success formula to quickly go viral with his/her product or service. Carole Lamarque believes that this formula for success exists, in nature. It's called a Zoonotic: a virus that is spreading virally all over the world at lightning speed.

In this book, she demonstrates with concrete examples how a zoonotic pandemic such as Covid-19 can inspire a successful viral business strategy.

Specificaties

ISBN13:9789401475143
Taal:Engels
Bindwijze:gebonden
Aantal pagina's:200
Uitgever:LannooCampus
Druk:1
Verschijningsdatum:16-11-2021
Hoofdrubriek:Marketing
ISSN:

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Over Carole Lamarque

Carole Lamarque is stichtend vennoot van Duval Union Consulting. Daarnaast heeft ze 20 jaar ervaring in innovatieve en zeer competitieve marketing bij bedrijven als Shell, Proximus, Sanoma Media en Telenet.

Andere boeken door Carole Lamarque

Inhoudsopgave

Introduction: What do I want to achieve with this book? 9

Part 1: What is a Zoonotic? 16
1: A new and previously unknown combination 19
• What are successful Zoonotics? 21
• How predictable is a pandemic? 35

2: A Zoonotic is like a Cheetah on the prowl 38
• It starts with a singularity 38
• AI will change the face of health care 43
• Cake: a lurking Zoonotic in the financial sector? 44
• Shazam lay slumbering for six years 46
• Perlego: a Spotify for textbooks? 48
• Strava: cycling and running together across time and place? 50
• AI and algorithms as a slumbering Zoonotic 51
• Google Duplex 52
• Airbnb takes the hotel sector out of its comfort zone 52

3: A Zoonotic accelerates exponentially 56
• Much faster than a trend 56
• More disruptive than a hype 59
• Exponential growth: a Cheetah at top speed 61
• The reproductive factor determines the speed of growth 65
• A Zoonotic can mutate 69
• Growth is fine, but never lose sight of your customers 69
• Is Facebook a Predatory Zoonotic? 71
4: A Zoonotic knows no boundaries 73
• Think global, act local 75
• More Zoonotics are on the way 76
Checklist 79

Part 2: How do you become a Zoonotic? 81
1: Start from your core: your Unfair Advantage 83
• What is an Unfair Advantage? 83
• What are the seven advantages of a Cheetah? 85
• Do the Unfair Advantage Cheetah test 88
• How do you find your Unfair Advantage? 91

2: A Zoonotic leader gives the kick-off 107
• How can you recognise a Zoonotic leader? 108
• A Zoonotic leader is a creative hacker 111
• A Zoonotic leader is performance-driven 114
• IQ is important, but so is EQ 116
• A Zoonotic leader promotes Stakeholder Capitalism & Good Karma AI 120
• Getting started with the Value Pyramid 123
• A Zoonotic leader hunts for latent needs 129
• A Zoonotic leader makes use of machine learning 133
• A Zoonotic leader sees everything more clearly 135

3: Develop an agile Zoonotic team 141
• Give the young cubs a chance 141
• How to win the trust of your young people 142
• Go for a truly fab team 146
• Big Hairy Audacious Goals as the binder 149
• Ensure connection 149
• Search for team members beyond your own national borders 151

4: Work at developing your OWN Zoonotic strategy 155
• Exercise 1: The hot-air balloon 156
• Exercise 2: Reflecting on the spread of innovations 158
• Exercise 3: Future Mapping 160
• Exercise 4: Zoonotic builder 162
• Exercise 5: Strategic planning 165
• Exercise 6: Tracing undesirable consequences 167
• Exercise 7: Point of departure 168
Checklist 176

Part 3: How cAn you fight a Zoonotic? 178
1: Develop an influencer strategy NOW 181
• Why influencer marketing? 181
• What is influencer marketing? 183
• What does influencer marketing look like? 183
• From storytelling to storydoing 186
• No goals, no glory 187
• When should you use influencer marketing? 188
• Five ways to find influencers 188
• Influencer found. What now? 191
• On which channels should you use your influencers? 193
• Three platform-transcending trends 194

2: Navigating in the sandstorm 198
• Who wields the hammer? Who leads the dance? 199
• What has corona taught us? 203
• Is a Zoonotic difficult to identify initially? 206
• The approach of the COVID-19 Taskforce in the port of Antwerp 207

3: What is your Zoonotic defence scenario? 214
• Recognising the different phases of the attack 214
• Fast tracing and reporting 215
• Reacting quickly 217
• Practice via a Zoonotic war game 218
• Successful Zoonotic-busters react with lightning speed 222
• How a Predatory Zoonotic can accelerate its own downfall 224
• Government policy and Zoonotics? 226
Checklist 233

If there is anything I can do 234
Bibliography 236

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