The document discusses business models, vision, and branding. It provides an example of Spotify's business model canvas and how their vision aligned with different elements of the canvas. It then discusses using a vision canvas to articulate a company's vision. Finally, it walks through developing a brand strategy using a brand compass as a framework, providing Spotify as an example. Key elements of the brand compass include personality, purpose and values, customer self-image, relationship, and brand artefacts.

1. SXSW Las Vegas 2014
VISION
TO
VENTURE Justine
Bloome
Patrick
Van der Pijl

2. John Meada
YOUR NEXT
CEO IS A DESIGNER

3. #VisionBiz
@Patrickpijl
PATRICK
VAN DER
PIJL

4. #VisionBiz
@inBloome
JUSTINE
BLOOM

5. THREE
MESSAGES
FOR YOU

6. VISION
BUSINESS MODEL
BRAND

7. `
YOUR START-UP

8. THROUGH
SPOTIFY

9. WHY WE NEED NEW
TOOLS?

10. THE WORLD HAS
CHANGED...

11. CUSTOMERS ARE
CHANGING TOO…

12. BUSINESS AS USUAL
IS DEAD

13. BUSINESS PLANS ARE
SO 1980

14. A SHORT
INTRODUCTION

18. WE WANTED TO
DISRUPT THE
PUBLISHING
INDUSTRY

22. 243USD

23. OVER 1 MILLION SOLD
30+ TRANSLATIONS

25. WHY IS BUSINESS
MODELING SO
POPULAR?

28. DISRUPT BEFORE
WE ARE DISRUPTED

29. 1 SINGLE
QUESTION

30. WHERE IS
VALUE
CREATED?

31. Insights from Moments of Impact:
UNFORESEEN
TURBULENCE IS A
CONSTANT
FEATURE IN OUR
WORLD

32. VUCA – WORLD:
NON-STOP VOLATILITY,
UNCERTAINTY,
COMPLEXITY AND
AMBIQUITY

33. LIKE AN AMUSEMENT PARK:
FULL OF THRILLING RIDES.
NOT ALL OF THEM ARE FUN.
Source:
Moments
of
Impact

34. THE WORLD
HAS CHANGED

35. `
FROM THIS…

36. TO AMAZON.

37. FROM THIS…

38. TO TECHSHOP.

39. FROM THIS…

40. *
A
new
taxi
concept
in
San
Francisco
TO LYFT*

41. FROM THIS…

42. `
TO BMW DRIVENOW.

43. WHAT WE SEE...

44. ARE THE
NEW RULES
OF BUSINESS

45. BUSINESS
MODEL
HOW

46. THE BUSINESS
MODEL CANVAS

47. A
BUSINESS
MODEL
DESCRIBES
THE
RATIONALE
OF
HOW
AN
ORGANIZATION
CREATES,
DELIVERS,
AND
CAPTURES
VALUE

48. CUSTOMER SEGMENTS1

49. VALUE PROPOSITIONS2

50. CHANNELS3

51. CUSTOMER RELATIONSHIPS4

52. REVENUE STREAMS5

53. KEY RESOURCES6

54. KEY ACTIVITIES7

55. KEY PARTNERS8

56. COST STRUCTURE9

57. CUSTOMER
SEGMENTS
KEY PARTNERS
COST STRUCTURE REVENUE STREAMSCHANNELS
CUSTOMER
RELATIONSHIPS
KEY RESOURCES
VALUE PROPOSITIONSKEY ACTIVITIES

58. ONE EXAMPLE

60. THE
BUSINESS MODEL
OF SPOTIFY

61. WHAT DID THE
START LOOK LIKE?
10 min.

62. Business
model
SpoLfy
OFFER
DISTRIBUTION
CHANNELS
CUSTOMER
RELATIONSHIPS
CUSTOMER
SEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEY
ACTIVITIES
PARTNER
NETWORK
KEY
RESOURCES
Streaming
music
PlaOorm
development
and
maintenance
Licensing
agreements
SoQware
and
network
engineers
Rightholders
(labels
and
publishers)
AdverLsers
Internet
+
PC
Ad
fees
SubscripLon
fees
FREE
RoyalLes
to
rightholders
Salaries
Bandwith
costs
Automated
online
relaLonship
Global
music
fans
AdverLsing
PlaOorm
and
brand
Mobile

64. VISION
WHY

65. CAN WE DESIGN A
CANVAS FOR
VISION?

66. DISCUSSION:
WHAT ARE VISION
ELEMENTS?

67. SOME VISION
CANVAS EXAMPLES

70. LET’S LOOK AT
SPOTIFY AGAIN…

71. “We
are
going
to
provide
music
to
everyone
(any
Lme,
any
place)
in
a
legal
way”

72. DESIGNING BETTER BUSINESSES

73. WHAT DID THEIR
VISION CANVAS
LOOK LIKE?

74. Give people access to all
the music they want all time
in a legal and accessible way
Go to the US market
Get subscribers to pay 220.000
Connect with local artists
You do not
need to pay
to listen to
music
Anytime and any place
Quicker than Itunes
Portability is our main driver
You won’t be
charged
All over the world
Where does this show
up?
Young and old
Music is social
Vision
Theme
Every
where
Every
one
Legal
FREE

75. QUESTION

76. WHERE DOES
VISION SHOW UP
IN THE BUSINESS
MODEL?

77. Business
model
SpoLfy
OFFER
DISTRIBUTION
CHANNELS
CUSTOMER
RELATIONSHIPS
CUSTOMER
SEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEY
ACTIVITIES
PARTNER
NETWORK
KEY
RESOURCES (Free)
streaming
music
PlaOorm
development
and
maintenance
Licensing
agreements
SoQware
and
network
engineers
Rightholders
(labels
and
publishers)
AdverLsers
Internet
+
PC
Ad
fees
SubscripLon
fees
FREE
RoyalLes
to
rightholders
Salaries
Bandwith
costs
Automated
online
relaLonship
Global
music
fans
AdverLsing
PlaOorm
and
brand
FREE
“FREE
DRIVES
PAID”
STREAMING
SERVICES
ACCESS
TO
MUSIC
ROYALTIES
A
LEGAL
WAY
TWO
PARTIES
ONE
FUNDING
THE
OTHER
EVERY
WHERE
220.000
paid
subscribers

78. NOW IT IS TIME
FOR YOUR VISION

79. WE USE A VISION
CANVAS…

80. `
10 MINUTES

81. BRAND
HOW
DO
WE
TELL
THE
STORY
TO
OTHERS?

82. THE STORY OF

83. Your brand is the sum of all the
experiences a person has with you

84. brand story
make your
about them

85. The most successful brands
that others can
create stories
share and re-tell

86. Hearts & Minds
Where is the value?
How do they feel?

87. Brand goes beyond looks…
it’s how you act and behave

88. Good brand strategy is
a lens for every audience

89. Brand guides internal conversations…

90. There’s work and there’s your life’s work.
The kind of work that has your fingerprints all over it. The kind of
work that you’d never compromise on. That you’d sacrifice a
weekend for. You can do that kind of work here. People don’t come
here to play it safe. They come here to swim in the deep end.
They want their work to add up to something.
Something big. Something that couldn’t happen anywhere else.
Welcome to Apple.

91. and how you explain your concept
to investors or shareholders

92. “To bring inspiration and innovation
to every athlete* in the world”
* “If you have a body, you’re an athlete”
~ Nike co-founder Bill Bowerman

93. BRAND COMPASS
Navigating your brand story

94. PERSONALITY
PURPOSE &
VALUES
ARTEFACTSTHINK FEEL DO
RELATIONSHIP
SELF-IMAGE
RALLYING
CRY
BRANDCUSTOMER

95. Brand will tend to build a reflection
(or an image) of the buyer over time

96. THINK
FEEL
DO
RELATIONSHIP
SELF-IMAGE
The stereotypical
user of the brand
Customer =

97. Self-Image

98. SELF-
IMAGE
Self-image is how customers
see (part of) themselves
in your brand

99. SELF-
IMAGE
What part of your customers’
attitudes or beliefs
will you reflect?

100. SELF-
IMAGE
Young, Free,
Connected

101. Brand Personality

102. the brand’s character - imagine your
brand as a person and describe him/
her
in 3 words or phrases
PERSONALITY

103. PERSONALITY
Easy, Personal, Fun

104. Purpose & Values

105. not WHAT you do. WHY
you do it.
PERSONALITY
PURPOSE
& VALUES
ARTEFACTS

106. Why do you exist?
What role do you play in
customers’ lives?
What do you stand for?
PERSONALITY
PURPOSE
& VALUES
ARTEFACTS

107. Values will guide a brand
towards delivering on its
Purpose
PERSONALITY
PURPOSE
& VALUES
ARTEFACTS

108. Give people access to all the music they
want all the time -
in a completely free, legal
and accessible way
PERSONALITY
PURPOSE
& VALUES
ARTEFACTS

109. Relationship

110. THINK
FEEL
DO
RELATIONSHIP
SELF-IMAGE
succinctly describes
how the brand interacts
with the customer

111. THINK
FEEL
DO
RELATIONSHIP
SELF-IMAGE
Soundtrack to Life

112. Think, Feel, Do

113. THINK
FEEL
DO
What will a customer
ideally think, feel and do
after engaging the brand?

114. THINK
FEEL
DO
Play only the songs I want, when & where I want them
Connected, fun, free-spirited
Play, Love, Discover, Share

115. Brand Artefacts

116. ARTEFACTS
How will a customer
recognise your brand?
Visuals, Experience, Sound

117. ARTEFACTS
Green
My music, wherever I am, any device
Discovery, friends, sharing

118. PERSONALITY
PURPOSE & VALUES
ARTEFACTS
THINK
FEEL
DO
RELATIONSHIP
SELF-IMAGE
RALLYING
CRY

120. PERSONALITY
PURPOSE & VALUES
ARTEFACTS
THINK
FEEL DO
RELATIONSHIP
SELF-IMAGE
BRANDCUSTOMER Soundtrack
for life
Music for
every
moment
easy
personal
fun
green
anywhere
sharing
play
discover
love
share
young
free
connected
music
anytime,
anywhere

122. RATIONAL REASONING
EMOTIONAL CONNECTION

127. PATRICK
VAN DER PIJL
CEO Business Models Inc.
Producer Business Model
Generation
Patrick helps corporates
and start-ups to design
better business. He has
worked with more than
300 companies on
business model innovation.
patrick@businessmodelsinc.com

128. JUSTINE BLOOME
justinebloome.com
Find me on Twitter @inBloome
Connect with me on LinkedIn /in/justinebloome