Keynote given at annual web company conference FeWeb2015 (together with Pieter Baert). We talked about how strategy for a digital world starts with understanding people, their behaviours and their needs.

1. pieter baert
gerrie smits
PEOPLE FIRST&
TECHWILL
FOLLOW
FeWeb Keynote
8/12/15

2. We help companies understand the impact of
digital & technology on their business, by
focusing on people and their needs.
We help companies define a digital marketing
strategy, innovate online services and adopt a
customer-centric organisation culture.
Pieter Baert Gerrie Smits

3. Music
Industry
TV
Print
Media
Marketing
We worked in industries
disrupted bythe internet

4. One of us even worked in government

5. Today: Digital creates questions

6. Today: Digital creates questions
?

7. Hail to the tech!
The impact of technology is real
1

8. The amount ofyears running that
CEOs have pointed at technology
as the single most important
external force shaping their
organisations
4
IBM study

9. Relevance under pressure >>
Average period a company
stays in S&P 500
!

10. From Like-buttons
to covering the world
with internet
!

11. 32m people watched
League Of Legends
World Championships
!

12. Remote Iris recognition >>
We knowwho /where /
when you are
!

13. A/B Testing
Potato Fields
!

14. Artificial Intelligence >>
We knowwhat you think
through facial gestures
!

15. Uber partnership with Red Bull to
deliver free energy drinks, during
one afternoon in Amsterdam
Platforms
platforms
platforms
!

16. Wearables >>
Hey Dude, where’s
yourtech tattoo?
!

17. From Crypto-Currency
to decentralised trust
& validation system
!

18. Mobile internet >>
80% of adults have
a mobile phone
!

19. Cost down >>
Pi Zero comes
Free with Mag
!

20. From Bell Curve…!
Innovators Early
Adopters
Early
Majority
Late
Majority
Laggards

21. !
Innovators Early
Adopters
Early
Majority
Late
Majority
Laggards
… to Shark Fin Innovation
Singularity / Experiment Big Bang Big Crunch Entropy
source: Larry Downes & Paul Nunes

22. Cost of Digital Transformation
projects that are considered a
failure by management
(i.e. 70%)
$400 bn
Genpact study

23. Putting tech first
fortech’s sake
2

24. Let us tell you a story
When blind adoration of tech goes horribly wrong

25. It’s a challenge to
keep track of parts
in car assembly.
Pieter Baert
Gerrie Smits
Car manufacturing > problem

26. QR: innovate
barcodes to contain
more information &
allow high speed
scanning.
Pieter Baert
Gerrie Smits
1994 > Denso Wave > solution

27. Pieter Baert
Gerrie Smits
Application > automotive factories
Optical devices
scan labels to track
components during
car production.

28. “OK!”
Pieter Baert
Gerrie Smits
Problem solved.

29. “Let’s get loaded!”
Pieter Baert
Gerrie Smits
What’s next?

30. QR tech might solve
our problem in (…)
parcel delivery
storage
warehouses
ticketing
payments
identification
…
“
”
The next day, someone else said:

31. Pieter Baert
Gerrie Smits
Until someone said
“I love these little
magical square
thingies”

32. Pieter Baert
Gerrie Smits
“Let’s print them
on EVERYTHING!”
Things got wild

33. People will scan our
QR codes to visit our
mobile site and buy
our products.
“
”
Assumptions

34. Pieter Baert
Gerrie Smits
“Did you evertrythis?”

35. Pieter Baert
Gerrie Smits
“The best wayto
link to a mobile site?”

36. Pieter Baert
Gerrie Smits
“Show us your conversion in
Google Analytics, please?”

37. Easier solutions
Rememberthe web link
Rememberthe name and Google it
Take a picture with your phone
E-mail the link to yourself
Write it on a piece of paper
…
Interested in a product? Want to visit the site?

38. We need a mobile app.
We have to be on Facebook.
Let's create an Apple Watch app.
Everyone will use a fitness tracker
Shouldn’t we do Big Data?
Our customers will love 3D printing!
Let’s put bluetooth in a toothbrush
Let’s do immersive, AR and VR
…
Now replace QR with other technologies

39. Why?
“
”
Always ask

40. 2013 - Google
Pieter Baert
Gerrie Smits
Experiment > license to fail

41. How might we solve
a problem orfulfil a
need of people?
And how could
technology help us?
“
”
Always ask yourself

42. Flip The Perspective
Put People First and Tech Will Follow
3

43. Internet
Digital
Culture
Behaviour
Expectations
+ = ?
People Technology Change+ =

44. + = ?
People are the steady bit

45. User needs &
motivations are
relatively stable
Uncertain.
Constantly
evolving
+ = ?
People are the steady bit

46. + =
I want to show
my holiday
snaps & show
off.
Smartphones Instagram feed
Example: Instagram

47. + =
Example: Zalando
I want
convenience in
my shopping
(trying, delivery,
…)
E-commerce Boxes of shoes!

48. + =
I want
earphones that
fit me perfectly
+
convenience
Mobile app
using front
facing camera
+
3D printing
Made-to-
Measure
earphones
Example: NRML

49. The Flip:
People are always central
><

50. The Flip:
People are always central
><

51. Customer Experience
Talent
New
Products
Tech
Process
The Flip:
People are always central
><
Marketing

52. Users define business model

53. Number 1
attribute for
success in
digital world
according to
business
leaders?
study University of South California

54. Number 1
attribute for
success in
digital world
according to
business
leaders?
Empathy
study University of South California

55. Number 1
attribute for
success in
digital world
according to
business
leaders?
Empathy
(the others:
adaptability
curiosity
holistic thinking
cross-cultural
competence)
study University of South California

56. “Everyone has their face
toward the CEO and their
ass toward the customer.”
-
Jack Welch, CEO GE

57. “Don’t fuck up
the culture!” -
investor Peter Thiel’s
advise to AirBnB after
investing $150m

58. 666 = Iterative Strategy>>
Long-term thinking
+ short-term doing
What can you do
• in 6 days
• in 6 months
• in 6 years
Create
Measure
Learn

59. Unpacking trends:
VR Goggles
4

60. What is the driver
that triggers the
trend?
“
”
The trigger

61. Cameras, spherical
rigs & VR software
Pieter Baert
Gerrie Smits
Tech triggers

62. Affordable VR
goggles
Pieter Baert
Gerrie Smits
Tech triggers

63. DIYgoggles &
smartphones
Pieter Baert
Gerrie Smits
Tech triggers

64. Playvideo games
Visit other places or attractions
Demo a car
Watch sports
Visit a house for sale
Learn new skills
Make movies
Bomb places
Watch porn
…
What could we do with VR technology?

65. Which problem can
you solve best?
Pieter Baert
Gerrie Smits
Don’t forget…

66. What do people
need? Which
problems do they
experience?
“
”
Let people guide you

67. “I want to be a pro
baseball player”
Pieter Baert
Gerrie Smits
Training

68. I have to learn
surgery before
operating.
Pieter Baert
Gerrie Smits
Education

69. Win a warwithout
human losses
Pieter Baert
Gerrie Smits
Military

70. Experience a front
rowfashion show
Pieter Baert
Gerrie Smits
Fashion

71. I want to have sex
Pieter Baert
Gerrie Smits
Adult entertainment

72. Not technology, but
people will tell you
your business
opportunity
“
”
De vraag

73. Prototype, test
and improve
Pieter Baert
Gerrie Smits
Neverforget…

74. Take-away
Which learnings do you take home?
5

75. 1
Empathy is a keytool for
creating a digital impact.
“
”

76. Pieter Baert
Gerrie Smits
And on that bombshell

77. pieter baert
gerrie smits
THANKYOU!
Pieter Baert
+32 473 667 861
info@pieterbaert.be
Gerrie Smits
+32 491 35 43 65
gerrie@gerriesmits.com