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ValueLearnings!

  • Smart Communication enables relatedness
  • Smart Communication is seamless and integrated
  • Social Media is not the end, but the start of Smart Communication

 

By Şükran Ceren Salalı, Value Art&Communication Fellow

Almost seven years before now, in 2007, CEO and the brain of Value Communication AG, Andreas Weber, wrote a “smart communication white paper” in order to create a thought-provoking guideline that is named Smart Communication: Reaching Engaging Communication Beyond Ourselves. In fact, since that time, he shared his POV with more than 50k executives around the globe. My take: The white paper not only shows how foreseeing analyst and the expert of communication Andreas Weber is, but also draws readers attention to various important facts about the effectiveness of communication in the Social Media Era.

In the text, in order to show the effectiveness of communication the term smart communication is used. Applications that belong to smart communication are characterized as completely seamless and integrated.

What is still very relevant for today in the age of digital transformation, the growing gap between technology-weak corporations and technology-smart consumers, has already been mentioned by Andreas Weber seven years ago in a time when via Facebook, Twitter & others the communication world changed in an irreversible way. The important thing is, this growing gap causes services to fail and then immediately the dissatisfaction of the customer occurs. On that moment, smart communication techniques should step in so as to abolish the dissatisfaction and to strategize the whole business process.

 

ValueCheck! inflight_smartComm_HybrdSelfv2edit DOPPEL Pubs Logo2006-2014 Kopie.031

 

The secrets of smart communication

The components of communication should take into consideration first in order to understand the real meaning of smart communication. These components are communicators (senders&receivers of messages), message (the content), medium (the particular means of conveying the message), channel (connector of communicators and accommodates to the medium), code (a system of meaning shared by a group), noise (any interference distorting or degrading the meaning of the message), and context (where all communication takes place). Those components built a symbiosis to create the real value of communication.

If you re-think what has changed through Social Media, you will see that beside existence and growth relatedness is a key issue. So its not about connectivity anymore, which is already given. Its about building relations as the foundation of the real value of communication.

Dialogue as the core of a relationship is very crucial to orientate the relatedness. A smart dialogue increases brand image, loyalty and sales. Also, a smart dialogue constitutes a smart relationship that reunites produces and customer which are also named as sender and receiver. In the past, before web 2.0 and Social Media, brand dialogue was a monologue with advertising rather than a smart dialogue. It used to be slow and tedious.

 

 

Our Take:

What smart communication provides us is a win-win effect for both the consumer and the brand. So, if when it comes to defining smart, smart is fun and easy, useful, understandable, personal, simple… Smart is communication… or let´s call it in the way Andreas Weber defines it: Smart communication is a breath of fresh air!

 

 

ValueTip:
Learn more about our Value Art&Com Project by Şükran Ceren Salalı

 

 

ValueCheck! inflight_smartComm_HybrdSelfv2edit DOPPEL Pubs Logo2006-2014 Kopie.038

 

 

ValueCheck! Elanders 02-2014.001

 

By Şükran Ceren Salalı, Value Art&Communication Fellow
Interview: Andreas Weber, CEO, Value Communication AG

 

In one of the previous blogs regarding with the success of Elanders AB, we explained several facts about Elanders´ ongoing achievement based on useful data and the interview that took place in 2012 between Value Communication AG and the CEO of Elanders AB, Magnus Nilsson. In the end, I mentioned about my curiosity towards whether Magnus Nilsson have the same spirit and the optimistic approach for 2014 and for the future of Elanders. 

 

Magnus Nilsson responses showed that Elanders gives importance on best-in-class communication and customer satisfaction. They care about what customers expect such as quality, reliability, enhanced services and a good knowledge beyond printing. Also, they use their Twitter accounts properly and frequently for their business. And last but not least Elanders AB reached a milestone in its history because they acquired a leading supply-chain service provider, Mentor Media, in Asia at the beginning of the year 2014. Beside great synergy effects the deal just doubled the price for Elanders’ stocks.

When it comes to the data of quarterly report of 2014, it seems that Elanders still keeps its ongoing success. The Elanders Group is growing much faster than the market. For instance, in the first six months, net sales increased by 75% to MSEK 1,761 (1,005), the operating result increased to MSEK 77 (51), which is an improvement of 51% over the same period last year, the new issue was oversubscribed and generated MSEK 121 after issue costs and, a considerable improvement in profit compared to 2013 continues to be forecasted for 2014. In the second quarter, net sales increased by 78% to MSEK 910 (512). — See Elanders Q2 Report for more details.

 

Is Elanders ready for print innovation leadership?

Based on the comments made by Nilsson on quarterly report of 2014, Mentor Media’s offer is now being integrated into Elanders’ existing operations which will lead to both higher print volumes and more supply chain customers in the long run. He states that their Supply Chain and e-Commerce organizations have begun working together to produce joint and improve already existing platforms for ordering over the Internet. They are planning to offer current and new supply chain customers the best alternative on the market for this.

Elanders´global presence has a definite competitive advantage compared to most of their competitors. For instance, Elanders is winning market shares on several markets while other markets are more challenging and Elanders continues to consolidate and streamline functions and operations on those. Moreover, as in the year 2012, Elanders continues to coordinate operations in myphotobook with d|o|m / fotokasten in e-Commerce and they plan to continue this full effect as of 2015. As planned, printing volumes from myphotobook have been moved to Elanders’ production units during the second quarter.

 

Exclusive Interview

 

Value Communication’s CEO Andreas Weber was able for an exclusive interview with Magnus Nilsson on July 17th., 2014. It was about if Elanders Group is ready to become the leading and most innovative print communication service provider.

 

 

„Our new business areas which combines supply chain, 

commercial and packaging printing and e-commerce are 

compatible to all kinds of social business trends.“

 

Bildschirmfoto 2014-07-23 um 11.43.40

Magnus Nilsson, CEO of Elanders AB

 

Andreas Weber: Magnus, you stated, that printing trade shows, which always have been important for printers’s market approach and strategy, have not too much affect on Elanders´s strategy any more. You said, it was good to see them, however. So do you think that technology is not solely enough for success?

Magnus Nilsson: Elanders’ target is to make it as easy as possible for a customer to get the best benefit out of our offering and solutions. So we act as a global service company which could manufacture and deliver high print volumes for customers. The combination of supply chain, packaging, e-commerce to create solutions is very important for Elanders. The best way to develop our strategy comes from our business insights and what we learn from our customers.

 

Andreas Weber: On a global scale, which are the most relevant markets for you?

Magnus Nilsson: Our presents in markets like China, USA, and new ones in Europe made Elanders very strong. But we see that even innovative applications like Photo books are not growing so fast anymore in our established market areas. So it is more in the consideration process on a high and solide level. We are planning to invest in new markets such as Asia and South America as well. And in new application areas wherever they are needed.

 

Andreas Weber: Regarding Elanders go-to-market approach, what is special or unique?

Magnus Nilsson: The important thing is for Elanders to reach the client in an easiest way. Crucial is if people want to get their print products in a smart way and it cannot take too much time to order and get it. And therefore they don´t need too much investment. We have really great optimized tools for business and consumer markets. And our solutions are accompanied by our Solutions Expert. We made sure by new global business management operation structure that we act with one face to the customers.

 

Andreas Weber: How is Elanders success in the packaging solutions business?

Magnus Nilsson: It works very well. Specially Elanders Germany is very successful for new solutions for packaging customers. Therefore we installed last year in Waiblingen/Germany our Elanders Packaging Innovation Centre. For sure our huge digital printing capacities have a great impact to convince major brands to innovate the packaging of there products on a high quality level.

 

Andreas Weber: 2014 is more than ever the year of Social Media, driven by Facebook, founded only 10 years ago. Do you think that Social Media and Social Business will influence your business?

Magnus Nilsson: It already does in a positive way. Social Media is very important for e-commerce, our team is working for it quite successful. Till now it has more impact on consumers behavior than in the B2B sector. But for sure: Business innovation is happening via the internet. Gaining more real time insights via social media and social media communication became crucial for success. We observe that exactly. But nevertheless we are still very optimistic about the future of Elanders like before. Because our new business areas which combines supply chain, print & packaging and e-commerce solutions are compatible to all kinds of social business trends.

 

Our Take: Elanders AB creates its leadership by …

  • a unique combination of a clear business and management focus on customer needs  in valuable market segments,
  • a deep understanding of the right usage of relevant technologies
    (IT, Digital print, E-Commerce),
  • clever acquisitions (with almost a seamless integration into the group),
  • a smart communication approach to keep investors and share holders up-to-date and highly motivated,
  • and at least by a permanent approach to justify and optimize it’s go-to-market approach dedicated to customer satisfaction.
ValueCheck! Apple Steve jobs.001

© 2014 by Value Communication AG, Mainz/Germany

 

 

IN HONOR TO THE MAN WHO TURNED THE FORBIDDEN FRUIT INTO A SUCCESSFUL BRAND

Almost everyone in the technology sector says that they admire Steve Jobs. However, when it comes to applying what he led already, many of them fail. —Andreas Weber, Value CEO, Mainz/Germany

 

By Şükran Ceren Salalı, Value Communication Fellow

 

Based on the text with a good analysis from to Rod Bauer from Bauer group, there are several lessons we should take into consideration in order to be more successful in the business world. Especially, those who admire Jobs and think he was the most effective CEO, should rethink about their working strategies regarding these facts:

Lesson #1 — Creating great products requires patience

Lesson #2 — Think big

Lesson #3 — Focus on your strengths

Lesson #4 — Think different

Lesson #5 — Technology by itself is not enough

 

Apparently, many people in Silicon Valley give all their attention on writing code or learning how to run a company, but not on “learning how to learn”. What made Steve Job very successful was the way he gave value on learning culture, music, film, calligraphy, design and architecture. So, we have many things to learn from him, other than remaining as so-called admirers.

 

Our Take: Learn how to use the ValueCheck! to create value — Invented in Mainz/Germany

In regards to Steve Jobs, we are working with many talented artist and innovators, organizing outstanding art&culture events. Value Communication AG created ValueCheck! to enable a strategy that considers human to human aspects as important energizers for successful business strategies.

So, at least, not only direct business relations, but also art and culture experiences are focused by Value Communication AG. Being established in a 2000-year-old city, Mainz, that is surrounded by fascinating specialties of art, history and culture, the ValueCheck! practices what it preaches and emphasizes its practices regarding with the understanding of connecting innovation to profit.

ValueCheck! have already taken those principles into consideration which are highlighted by Steve Jobs such as patience, thinking big, focusing on strengths, thinking different and knowing that technology is solely not enough. ValueCheck! also guides businesses  to take these principles in order to become more successful and keep up with the times of digital transformation and the age of consumer by using ValueCheck Audits and Coachings by analyzing them in a professional, smart and effective way.

 

 

 

ValueCheck! — Professor Ito MIT Media Lab 07-2014.001

© 2014 by Value Communication AG, Mainz/Germany

 

 

By Şükran Ceren Salalı, Value Communication Fellow

 

“Don’t be a futurist, be a now-ist!”
Prof. Joi Ito, MIT Media Lab

Prof. Joi Ito, the (creative) Director of MIT Media Lab, made a fascinating speech which was presented at an official TED ConferenceThanks to Prof. Ito, Business Innovation process got one of its best explanations. During his talk, Ito drew attention to various facts about the transformation of internet as an innovative business tool in today’s world based on his own experiences and many examples.

He started with talking about the times when to get MBA was very important and also the time we do not have internet, what Ito calls it as “Before Internet” (BI), people mostly hired MBA’s, spent a lot of money and created their products and services. Nowadays, it is possible to create such new businesses and to get connections in a different, fast and more cost efficient way. Prof. Ito showed how the do it in China, where they don’t demo new products on websites and PPT charts, they just deploy it on-the-fly.

“Traditional rules of institutions do not work anymore”

In a good sense of humor, Ito also criticized the education system we are in. According to him, education is what people do to you and learning is what you do to yourself. One of our favorite parts of his talk is when he said is what you need to learn is how to learn.

In the age of working with machines which are able to do the same work that is done by many workers in a factory, innovation is, as Prof. Ito remarked, democratic, chaotic, and hard to control. Therefore, traditional rules of institutions do not work anymore.

Taking the no-more-practical traditional rules into consideration, Prof. Ito highlighted various different principles in order to benefit from transformation and innovation in a better way. For instance, he gave “power of pull” as an idea of pulling resources from the network as you need them rather than stocking them in the center and controlling everything. It sounds very practical and smart in order to catch the spirit of innovation.

“Key to success: being connected, always learning”

In the end of this charming and smart speech, Prof. Ito summarized what he wanted to say by these excellent sentences:
“… even though the world is extremely complex, what you need to do is very simple. I think it’s about stopping this notion that you need to plan everything, you need to stock everything, and you need to be so prepared, and focus on being connected, always learning, fully aware, and super present. — So I don’t like the word ‘futurist’. I think we should be ‘now-ists’, like we are right now.”

 

Our Take: Thank you for leading us to think from this wonderful perspective, dear Prof. Joi Ito!
What we have been trying to explain so far via our blog posts regarding ValueCheck! and how it works is very well fits the talk of Prof. Joi Ito. In the age of digital transformation, getting rid of analogue ways of thinking and trying to be more present “at the moment” with a high attention to our relations with other humans and the environment we live in are very important age to adapt new trends of business life. Let’s give it a try… ValueCheck! helps you to catch the spirit of becoming now-ists!

 

 

ValueCheck Analysis: Communication, Art and Culture.010

© 2014 by Value Communication AG, Mainz/Germany

 

NOTE: ValueCheck! delivers recently the most comprehensive and effective way to update your business management&communication knowledge. Our Focus: Identify relevant topics to be discussed, put them into the right context and be able to create your own opinion and expertise.

 

Why its worth reading this Blog post:

• Summary of the most relevant ValueCheck! Blog post
• Train your Brain on-the-fly
• Get a very useful access to update your knowledge via ValueLinks and ValueTips

 

+++ ValueCheck! — What is the Value of Value Communication AG?

We deliver a unique method and way by answering two main questions:

  1. How to “Connect Innovation to Profit”!
  2. How to unify “Communication, Art and Culture”!
  3. We call it “ValueCheck!” and cover three areas: Analysis, Audits, Coachings.

Startings point is always a written ValueCheck! Blog post to define the Status quo!

ValueCheck Audits orientates businesses to generate profit and to enjoy outcomes of disruptive innovation and communication.

READ MORE: http://valuetrendradar.com/2014/07/06/value-check-what-is-the-value-of-value-communication-ag/

 

+++ ValueCheck! — The Secrets of the Age of Digital Transformation

In other words, human side of business transformation should be taken more into consideration as the age of digital transformation puts consumer in the center. This is why Value Communication keeps focusing on using digital technologies based on H2H and a disruptive approach to understand the relationship between technologies and consumer behavior.

ValueCheck! emphasizes the relationship between H2H aspects and the use of digital technologies while analyzing consumer behavior and the company’s approach.

READ MORE: http://valuetrendradar.com/2014/07/02/valuecheck-the-secrets-of-the-age-of-digital-transformation/

 

+++ ValueCheck! — ’Rent a Brain’ is the perfect way to succeed in Social Biz

What we at Value Communication aim by „ValueCheck!“ is to help business people to become far more successful in their sectors. By answering the questions of „ValueCheck! Audits“, a company can become aware of its abilities and inadequacies in a more detailed way. The important thing is we treat our customers as (best) friends.

Our ValueCheck! method equals to friendly attitude towards our customers and a detailed way to guide them to see their capabilities.

READ MORE: http://valuetrendradar.com/2014/07/10/valuecheck-
rent-a-brain-is-the-perfect-way-to-succeed-in-social-biz/

 

+++ ValueCheck! — Connect Innovation to Profit!

The performance promise: “connect innovation to profit”. Your benefits:

  • ValueCheck! is something like a fitness check-up to be prepared for The Age of the Customer.
  • ValueCheck! delivers orientation how to optimize all dimensions of your internal and external business communication success.
  • ValueCheck! guides you through the digital world to accelerate your profitable growth.

READ MORE: http://valuetrendradar.com/2014/06/11/value-check-connect-innovation-to-profit/

 

+++ ValueCheck! — Train Your Brain!

We proudly present: World’s first Train Your Brain Fitness Check-up to be ready for profitable growth in “The Age of the Customer”!
We are happy and proud to share some thoughts. Based in Johannes Gutenberg‘s hometown, Mainz/Germany, we are dedicated to the rich culture of Art = Innovation = Communication = Human-to-Human!

Value Communication analyses and supports approaches of customers to H2H aspects and then finds the best method to guide them on track of becoming a successful and profit-making companies.

READ MORE: http://valuetrendradar.com/2014/06/19/value-check-train-your-brain/

 

+++ ValueCheck! — Disruptive Task: “Bust the Silos — Convert the VIRTUAL to REALITY”

But nevertheless we live in a digital world. Social Media and all our Social Activities will never be able to create relatedness. It enables connections. That’s it! — Kill stupidity in business driven by executives who still use their analog thinking in a digital world.

Our message according to all activities based on our disruptive Value Task:
Just do it the smart way. Unify Social & Human-to-Human. ValueCheck! has a disruptive approach that combines advisory, publishing and community.

READ MORE: http://valuetrendradar.com/value-communications-manifesto/

 

+++ ValueCheck! — The disruptive “Value Eco-System”

The strategic analysis is done via ValueCheck! and ValueProfile, which supplies the design of a new communication architecture as a result.

ValueCheck! strategizes a new approach to innovative communication techniques for companies in order to guide them to have more benefits from the market.

READ MORE: http://valuetrendradar.com/2012/07/24/the-value-eco-system/

 

+++ ValueCheck! — Philosophy and Principles of Value Communication

The effectiveness of communication and the efficiency of communication processes are developed with innovative tools and methods by Value Communication such as Value Academy and ValueCheck!.

ValueCheck! is one of the important tools and methods in Value Communication’s principles and philosophy. Via ValueCheck, the development of effective communication processes is very easy.

READ MORE: http://valuetrendradar.com/philosophy-and-principles-of-value-communication/

 

+++ ValueCheck! — Disruptive and/or Destructive Innovation?

Disruptive innovation is not a threat as it would be perceived by the university management of Harvard Business School based on last debates about whether entering to the business of online education or not. What makes innovation disruptive is the way it makes a product, a service or an idea remarkable with an unusual approach to renew our consumption patterns and lifestyles.

Since ValueCheck! contains a disruptive strategy, it checks H2H and B2B aspects with an unusual way to renew the company strategies.

READ MORE: http://valuetrendradar.com/2014/07/09/valuecheck-disruptive-andor-destructive-innovation/

 

+++ ValueCheck! — ’Rent a Brain’ is the perfect way to succeed in Social Biz

Very successful business owners, emphasize the effectiveness of having help from a mentor or a colleague in order to accomplish their goals.

ValueCheck! acts as a mentor for companies in order to achieve their goals and change their company strategies into more innovative communication techniques.

READ MORE: http://valuetrendradar.com/2014/07/10/valuecheck-rent-a-brain-is-the-perfect-way-to-succeed-in-social-biz/

 

+++ ValueCheck! — How Social Media leads to Social Business

It is apparent that those B2B service companies require important innovation and transformation in order to satisfy the expectations of their potential customers. Therefore, the importance of „ValueCheck! Audits“are apparent as a solution to check the weaknesses of businesses in Social Selling and Social Businesses. „ValueCheck!“ questions include many related topics so as to strengthen the strategies of companies.

Even many successful companies fail to satisfy customers. ValueCheck Audits provides better perspective to see what is missing on track of keeping good connections with the market and customers.

READ MORE: http://valuetrendradar.com/2014/07/10/valuecheck-how-social-media-leeds-to-social-business/

 

+++ ValueCheck! — HBS: The Professor’s Innovation Dilemma

Our Take: You can’t do value education without disruptive Value Innovation.

I think, in the age of digital transformation, education needs to get some disruptive innovation as well. Maybe, we can call it “digital education”. Digital Education allows many applicants around the world to benefit from online education platforms via several tools such as iPhone, iPad and other portable instruments. Considering all of these, I am pretty surprised that how as one of the top ranked and most successful universities, Harvard Business School, has a dilemma about entering online education.

ValueCheck! follows the latest trends in order to guide companies in the best way so as to adapt itself and its customers to the age of digital transformation.

READ MORE: http://valuetrendradar.com/2014/07/09/valuecheck-the-professors-innovation-dilemma/

 

+++ ValueCheck! — Beyond Design: Technology enables H2H interaction

In the future it is more about Interaction & H2H and less about Designers…

The core meaning of the tweet is design matters, nevertheless; it is not solely enough to become very successful. Besides design, key enablers of PARC include other systems such as intelligent manufacturing, model-based reasoning, integrated planning and control, and printed electronics. Moreover, without effective human-to-human interaction and innovative approaches to satisfy customer, a superior design only leads to empty promises, or let’s say “all fur coat and no knickers”!

ValueCheck! emphasizes human-to-human interaction and innovative approaches that guide companies for a better strategy to adapt in future technologies and the market system.

READ MORE: http://valuetrendradar.com/2014/07/02/beyond-design-technology-enables-h2h-interaction/

 

+++ ValueCheck! — Print in the Digital Age!

In the age of digital transformation, it is a big mistake to limit advertising and marketing based only on printing like we already know it. There are many platforms and social networks to work on in order to advertise a product or a system by drawing attentions. The age of the so called „digital transformation“ needs better rethinking over analogue approaches in order to satisfy consumer needs in a best way.

ValueCheck! also focuses on the importance of social networks and various platforms in order to catch the spirit of the age of digital transformation and distribute it to companies as applicants of ValueCheck! Audits.

READ MORE: http://valuetrendradar.com/2014/07/07/valuecheck-print-in-the-digital-age/

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

ValueCheck! Best Biz Advice ever 2014.001

© 2014 by Value Communication AG, Mainz/Germany

 

Being an entrepreneur doesn’t mean you have to go it alone. Most successful business owners will tell you they could not have accomplished their goals without help–from a mentor, colleague, even mom and dad. – Matt Villano

 

By Şükran Ceren Salalı, Value Communication Fellow

 

Matt Villano created a great and precise blog post under the name of The Best Business Advice You’ll Ever Get and highlighted several comments from various business people. In The Age of Customer, I think, the point Villano wants to draw attention is the importance of Human-to-Human aspects in having healthy business relations and being successful.

Each professional stated the importance of teamwork and advice on track of being a successful business people. For instance, Sheila Johnson, founder and CEO, Salamander Hotels & Resorts, stated that working with a great team is noteworthy. Likewise, most of them, very successful business owners, emphasize the effectiveness of having help from a mentor or a colleague in order to accomplish their goals.

 

Our Take: Analyze & Re-Think what you have to do to do it best!

What we at Value Communication aim by „ValueCheck!“ is to help business people to become far more successful in their sectors. By answering the questions of „ValueCheck! Audits“, a company can become aware of its abilities and inadequacies in a more detailed way. The important thing is we treat our customers as (best) friends. We provide a smart and fast check-up to our customers by answering two questions: How to “Connect Innovation to Profit” and How to unify “Communication, Art and Culture” by covering three areas such as Analysis, Audits, Coachings.

Check it out!

 

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You want to get in touch for further insights? — Just send us an email!

a.weber(at)value-communication.com

Or contact us via Facebook!

@ValueCommAG

 

Value Check Offer mit Logo.004

© 2014 by Value Communication AG, Mainz/Germany

 

Value Task.001

© 2014 by Value Communication AG, Mainz/Germany

Value Check Print disruptive Innovation.001

© 2014 by Value Communication AG, Mainz/Germany

 

 

ValueChecking the Thoughts on Disruptive Innovation

By Şükran Ceren Salalı, Value Communication Fellow

 

Nowadays, it seems like many people are debating about disruptive innovation and its effects on the market. Some say disruptive innovation is very useful, while others say it is not the best solution for future marketing benefits.

Does Disruption needs destruction?

The author of a short text that is named as A Few Thoughts On Disruption, Innovation, Reuven Cohen, supports the idea that disruptive innovation is a technique that is destroying the market in order to provide new opportunities and values. To some extent, this approach is true. For instance, in a vast scale, people stopped to use Nokia and Blackberry after Apple’s iPhone is produced. Also, many people prefer to use WhatsApp other than sending SMS.

Cohen interprets these innovative changes as destructive and he states that it is a modern management tool between businesses. He advises that we do not need disruptive innovation techniques, however; we need to question the needs of a particular market in different ways than before.

 

Our Take: Think different! Disruptive innovation is not a threat!

Even though Cohen highlights several important facts about disruptive innovation, it is not useless as long as it is well structured to set up human-to-human interactions in reciprocal and profitable ways. For instance, disruptive innovation is not a threat as it would be perceived by the university management of Harvard Business School based on last debates about whether entering to the business of online education or not. What makes innovation disruptive is the way it makes a product, a service or an idea remarkable with an unusual approach to renew our consumption patterns and lifestyles.

 

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BTW: This is why we created the disruptive Value Innovation approach driven by Value Communication. If you do not know yet how that works pls. get in touch with us! 

You want to get in touch for further insights? — Just send us an email!

a.weber(at)value-communication.com

Or contact us via Facebook!

@ValueCommAG

 

 

 

Value Check Print disruptive Innovation.002

© 2014 by Andreas Weber, Value Communication AG, Mainz/Germany

 

Value Check Print Intelligence by Sükran 2014.001

© 2014 by Value Communication AG, Mainz/Germany

 

 

Bringing Intelligence to Everything – But Without Renewing Your Analogue Approaches?

By Şükran Ceren Salalı, Value Communication Fellow

 

Printability and Graphic Communications Institute has prepared a presentation which highlights various important facts about printing and its relation with marketing. The presentation is interesting and effective as well as it is well structured as a whole. However, there are several aspects that are mispresented.

The presentation is very well structured:

• It begins with a catchy sentence and an outline with key factors such as global context, the critical role of ICT, the “digital Darwinism” of the printed applications and evolving needs, responsive solutions.

• In the global context, subjects such as globalization, food and drug safety, increasing population, individualization and aging population are mentioned in order to present societal changes. Also, the data of consumer tendency, products and consumption are included in this part which is useful.

• Under the title of the critical role of ICT, three major facts; multi-device access, cloud computing and social network, are touched upon in relation with the fact that business approaches are changing with the high level use of mobile internet and social networks.

• When it comes to the digital Darwinism of the printed applications, the evaluation of consumer behavior is visualized starting from Gutenberg’s invention of mechanical movable type setting and also foreseeing the future, 2020s. I think the expression and the content is satisfactory.

• Lastly, in the part of evolving needs, responsive solutions, adoption of printing technologies by customer and by manufacturer are explained in a detailed way step by step.

 

Our Take: Yeah! BUT good is not good enough!

It seems like Bois and Canet did a good job by preparing an effective and explanatory presentation. The thing is, in the end, they recommend that print should fulfill the needs of marketers to push advertising campaigns. In the age of digital transformation, it is a big mistake to limit advertising and marketing based only on printing like we already know it. There are many platforms and social networks to work on in order to advertise a product or a system by drawing attentions. The age of the so called „digital transformation“ needs better rethinking over analogue approaches in order to satisfy consumer needs in a best way.

 

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If you would like to find the right way to reach your communication targets:
Please check out our ValueCheck!

 

 

 

ValueCheck Analysis: Communication, Art and Culture.005

© 2014 by Value Communication AG, Mainz/Germany

 

By Andreas Weber
//Founder and CEO of Value Communication AG, Mainz/Germany

 

We work beyond the McKinsey’s, Agency Groups and Technology suppliers around the globe.

We treat our customers as friends — smart, intimate, personal and very effective!

We deliver a unique method and way by answering two main questions:

1. How to “Connect Innovation to Profit”!
2. How to unify “Communication, Art and Culture”!

We call it “ValueCheck!” and cover three areas:
Analysis, Audits, Coachings.

Startings point is always a written ValueCheck! Blog post to define the Status quo!

 

Our Background

We follow the three key questions by the french painter Paul Gauguin:

Where do we come from?
Understanding and awareness of cultural developments and communication trends.

What are we?
Lateral thinkers invested in values to increase personal success.

Where are we going?
Towards a situation filled with creativity, innovation and networking – one ready for dynamic and permanent change.

 

Our Skills and Talents

Art & Communication & Culture, Smart Communications, Interactive Marketing, Business Modell Transformation, Go-to-market Scenarios, Teaching, Coaching, Advisory, Consulting, Publishing, Social Media, Marketing Communications.

 

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About ValueCheck!

 

Value Innovation Print & Publishing.008

© 2014 by Value Communication AG, Mainz/Germany.

 

Warum es sich lohnt, diesen Blogbeitrag zu lesen:

Nicht der Strukturwandel, sondern das Festhalten-Wollen an Überkommenem gefährdet Existenzen.

Die meisten Top-Manager von Verlagen, Agenturen und Druckereien haben dies aber bis heute noch nicht verstanden. Und machen andere für ihr Versagen verantwortlich.

Die Probleme der Werbe-, Verlags und Print-Branchen sind also hausgemacht! Und basieren auf einem völligen Missverstehen bzw. dem Mangel an einem richtigen Verständnis von Innovation.

Doch das alles hätte so gar nicht kommen müssen. — Victor Hugo hat dies bereits 1831 vorausgesehen! Der Beitrag von Andreas Weber, basierend auf einem Vortrag für den DigitaldruckForum Congress „Ideas for Profit“, zeigt dies auf und vermittelt wichtige Einsichten und Handlungsimpulse.

 

„Wenn Menschen auf etwas Neues und Unbekanntes stoßen, sind sie zutiefst verwirrt!“

Im Zeitalter der Digitalisierung der Kommunikation ist (bleibt) alles NEU!
Anything that can become digital will become digital and printing is no exception, sagte bereits Mitte der 1990er Jahre der Unternehmer und Erfinder Benny Landa, Gründer von Indigo und LandaNano in Israel.

Wie sieht unsere Welt resp. die der werthaltigen Printmedien-affinen Kommunikation heute aus? Es hagelt Krisen, Pleiten und Pannen — verursacht durch Strukturveränderungen. Manch einer fragt sich:  „Himmel! Wo wird das noch enden? Die Antwort stammt aus dem Jahr 1831. „Ceci tuera cela“ —  Das Eine tötet das Andere! So formulierte es Victor Hugo und beschreibt in seinem historischen Roman der „Glöckner von Notre Dame“ 1831 exakt das Szenario, das uns im 21. Jh. ziemlich hart trifft: Durch die Neuerungen in der Publishing- und Print- Branche stürzt die vorhandene Informationsvermittlungs-Architektur ein! Hugo bezieht sich auf die Erfindung von Johannes Gutenberg in Mainz. Das mag lange her sein, ist aber hochaktuell. Wenn man sich betrachtet, welche „Kathedralen“ heute, im 21. Jahrhundert, einsturzgefährdet sind:

  1. Die ›Tempel‹ der Werbung und der Verlage!
  2. Die ›Gebets-Teppich-Refugien‹ der Kommunikationsverwalter in den Unternehmen!
  3. Die ›Inquisitionskeller‹ der unmündig gehaltenen Konsumenten!

Gefordert ist eine völlig andere Herangehensweise an Märkte und an die Kommunikation mit Marktpartnern. Merkmale des modernen, interaktiven Marketing werden relevant: Alles fließt und ist in Bewegung! Neue, oder besser: sich ständig erneuernde Geschäftsmodelle sind gefragt! Ewig aktuelles Beispiel: Die Buchverlage und das Verlagswesen. Klassisch definiert als Wirtschaftszweig, der sich auf eigenes Risiko und nach eigener Auswahl mit der Vervielfältigung („Herstellung“) und dem Vertrieb (Verlagsbetrieb) von literarischen Werken, Musikalien, Bildern u. ä. m. befasst.

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© 2014 by Value Communication AG, Mainz/Germany.

 

Ein Buch ist ein Buch ist ein Buch ist ein Buch!

Ein Buchverlag ist aber wie alle Publikumsverlage längst nicht mehr ein Verlag, sondern ein Content-Provider, Entertainment- und Community-Organizer. Im Fachverlagsbereich hat man das ansatzweise begriffen und geht in diese Richtung, wobei die Geschäftsmodelle nur in Ausnahmefällen (wie zum Beispiel bei Calvendo) innoviert werden. Die neuen, damit verbundenen Paradigmen lauten:

  1. Geschäftsmodelle lassen sich nicht (mehr) am Vertriebsweg oder Ausgabemedium festmachen!
  2. Digitale Medien ersetzen Bücher oder Gedrucktes nicht. Sie schaffen Neues, vor allem Interaktion!
  3. E-Commerce ist gut, hat aber mit Verlagsgeschäft im Kern gar nichts mehr zu tun.

Verlage, die den Paradigmenwechsel nicht antizipiert haben, straucheln. Ebenso alle Blender, die sich noch Verlag oder Mediengruppe nennen, Wachstum und Profite mit Online-Verkäufen erwirtschaften und dabei übersehen, ihr Kerngeschäfts zu innoveiren. Was durchaus möglich wäre. Wer das nicht tut oder das lieber übersehen möchte, wird zwangsläufig gegen die Amazons, Otto Groups und Zalandos dieser Welt verlieren.

Viele im Verlagsbereich betrachten elektronische Publikationen inzwischen nüchtern und/oder fallen mit absurden Paid Content-Konzepten aller Art in ein Loch. Erinnern wir uns: Ausgerechnet am 1. April 2008 machte folgende Schlagzeile die Runde: „Brockhaus kapituliert vor dem Internet“ — Im Artikel hiess es weiter: „Brockhaus verschiebt sein Hauptgeschäft mit Lexika praktisch komplett ins Internet. Die Kehrtwende ist eines der bislang spektakulärsten deutschen Beispiele für die Bedrohung traditioneller Geschäftsmodelle“ – Das schrieb die Financial Times Deutschland. Und weiter wurde berichtet: „Fans retten den Brockhaus“ — „Kommando zurück: Die traditionsreiche Brockhaus-Enzyklopädie in gedruckter Form steht wohl doch nicht vor dem Aus. Der Verkauf hat nach Angaben des Unternehmens in den vergangenen Monaten kräftig angezogen.“ — Und wo ist heute die gedruckte Brockhaus-Ausgabe? Nun, sie ist Geschichte, ebenso wie die Financial Times Deutschland.

Zurück zu unserem Innovationsansatz und der Frage, was Interaktivität bewirkt: Das Leser-(Content)-Interesse steht nach wie vor im Mittelpunkt! Digitaltechnologien revolutionieren nicht das Medium Buch, das Medium Print, sondern hebeln das klassische Geschäftsmodell der Verlage aus! Inhalte wie bisher bereitstellen und dies über Werbung und Abonnenten/Käufer von Medienprodukten vermarkten zu wollen, funktioniert nur, wenn eine neue Form der Intelligenz und Kompetenz in den Verlagen Einzug hält. Das Wissen um Algorithmen ist wichtiger, als der sogenannte „Qualitätsjournalismus“. Den gibt es eh seit dem Moment schon nicht mehr, als die Werbe- und Manipulationsstrategen das Sagen übernommen haben und die Verleger entmündigten.

Was zählt ist ganz einfach folgendes:

  • Direkte Wege zum Kunden für Marketing, Vertrieb und On-Demand Produktplanung!
  • Neue Fertigungsprozesse: CIM im Verlagswesen
  • Interaktion plus Multimedia-Multichannel Delivery plus User Generated Content

Es ist einfach darauf zu kommen, dass man einen Grossteil der Redaktionsleiter einfach nachhause schicken kann, wenn diese an ihrem merkwürdigen Ethos der „Kunst des Schreibens“ weiter festhalten. Ganz zu schweigen davon, dass die meisten Redaktionen gar keine eigene Inhalten erstellen, sondern nur mehr oder weniger geschickt kolportieren, was Unternehmen und ihre Kunden bzw. wir alle formulieren. Also nochmals: Wozu brauchen wir Redaktionen alten Stils — ohne digitale Kompetenz? Unzählige, wirkungsstarke Plattformen zeigen seit Jahren, dass man ohne auskommt. Siehe u. a. Twitter resp. die große Schar der Twitter-Nutzer, die jede News-Redaktion an Geschwindigkeit, Vielfalt, Originalität und Qualität schlägt.

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© 2014 by Value Communication AG, Mainz/Germany.

 

„Die Milch machst’s“ — Sagt die Werbung. Haha!

Weiteres Beispiel: Die Werbeagenturen! Per Definition verstehen wir darunter: „Die bewusste Beeinflussung von Menschen auf einen bestimmten Werbezweck hin, insbesondere die Wirtschaftswerbung als Instrument der betrieblichen Absatzpolitik, mit dem eine Absatzförderung erreicht werden soll.“ Werber sind also die Handlanger der Verkaufsförderer im Marketing – Makler zwischen Angebot und Nachfrage! Ihre Aufgaben sind gemäß den gängigen Old-School-Modellen:

  • Werbeplanung
  • Feststellung des Werbeziels und der Zielgruppe
  • Ermittlung des Werbebudgets
  • Auswahl von Werbemitteln und Werbeträgern (Mediaselektion)
  • Erfolgsprognose und Erfolgskontrolle

Das kling fein schlau, ist aber hochriskant, wenn die Dinge sind wandeln. Denn was passiert, wenn Angebot und Nachfrage direkt zueinander finden? Die Folgen sind klar, wenn man sieht wie Amazon dies praktiziert und einen Etappensieg nach dem anderen einfährt. Der Online-Händler ist längst einer der Top-Technologie-Konzerne geworden, der Kommunikation (auf allen Ebenen) direkt mit Transaktionen zusammenbringt.

Werber sind dagegen abhängig von Medien- und Technologieplattformen Dritter, und nutzen diese quas im Blindflug, weil Werber keine Ahnung von Technologieentwicklung und kompetenter Technologienutzung haben. Was also passiert, wenn die Medienlandschaft durcheinander gerät? Da hilft es wenig, wenn die großen, globalen Agentur-Konzerne nun eifrig Mega-Deals mit Google oder Facebook abschließen. Das ist eine Verzeiflungstat, die schick ausschaut, aber defacto eben Augenwischerei, da es höchstens den unaufhaltsam nahenden Exitus verzögert. Nicht mehr, nicht weniger!

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© 2014 by Value Communication AG, Mainz/Germany.

 

Also reiten die Werbestars weiter ihre toten Pferde? — Ja, ganz klar. Und sie bringen sich und ihre  Kunden nicht mehr von der Stelle. Ein totes Pferd kann eben nicht mehr laufen.

Wenn aber Werber das tun würden, was z. B. Thomas Koch alias @ufomedia unermüdlich empfiehlt und was Marken stark macht, könnte eine Wende die Rettung bringen: Verbraucherinteressen rücken in den Mittelpunkt und Dialoge werden aufgebaut und gepflegt! Google, Amazon & Co. machen seit Jahren vor, dass es geht und dass man damit gute Geschäfte machen kann, an denen alle partizipieren. Vor allem die, die in Algorithmen gut sind!

Hm, könnte man jetzt denken, aber so Leute wie Dr. Mathias Döpfner als Top-Partner der Werber sind doch kluge Köpfe, die können sich doch nicht irren… Es muss doch einen guten Grund geben, warum Verlagsriesen wie Axel Springer AG eine „gefährliche“ Firma wie Google auf’s Heftigste attackieren! — Ja, warum tun die das eigentlich? Nun, ganz einfach weil Verlage wie auch Agenturen sich bei der Innovation ihrer Geschäftsmodelle weitgehend resistent und ziemlich untalentiert zeigen! Wer reiten gelernt hat, kann dies auch auf einem toten Pferd praktizieren. Hauptsache, es schauen alle zu und applaudieren.

Nein, ernsthaft, die Überlebensstrategie der Verlage wie der Agenturen kann nur lauten: Aus Alt mach’ Neu! Rückbesinnung tut Not und tut gut, wenn man vorankommen will.

Think about it: „Ein Wert ist dann ein Wert, wenn er Wert hat!“ So drastisch das klingen mag, Werbung und Medien haben den Anschluss an die Gegenwart fast uneinholbar verloren! Die Vordenker aus dem Silicon Valley haben Gutenberg weitaus besser verstanden als die meisten hierzulande! Sogar Jeff Jarvis hat dies betont. Und die Gutenberg-Stadt Mainz persönlich besucht!

Die jüngsten Äusserungen von Top-Managern bei Procter & Gamble belegen zudem, dass sich Agenturen und Medien warm anziehen müssen, falls sie nicht ihre Geschäftsmodelle und ihre „Performance Promise“ (sofern überhaupt vorhanden) der Gegenwart anpassen. — Siehe Cannes Lions 2014, das Festival der Werbeverliebten, die sich gerne selbst inszenieren. — Neue Geschäftsmodelle mit Mehrwert sind gefragt! Disruptive Innovation fast der einzige Ausweg aus dem Dilemma.

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© 2014 by Value Communication AG, Mainz/Germany.

 

Dramatisches Beispiel Nummer 3: Die Druckereibranche!

Wie schön war es doch einst, so um das Jahr 1800: Kreation (Muse) inspiriert Produktion. Und Produktion inspiriert Kreation! Vorbei, vorbei. Den Verlust der Monopolstellung durch Desktop Publishing und das Motto „Jeder sein eigener Gutenberg“ haben die Druckbetriebe bis heute nicht anerkennen wollen. Sie agieren unverändert wie vor 20 oder gar 200 Jahren. Nunmehr sind je nach Region in der industrialisierten Welt 30 % bis 50 % der Betriebe verschwunden! Und das (lukrative) Neu-Geschäft machen andere, allen voran die sog. Online-Druckereien wie Vista Print oder Flyeralarm, die rasant wachsen, zu Konzernen werden und nunmehr bereits 40 % des Printherstellungsmarktes für sich vereinnahmen.

Die Geschäftsmodell-Innovations-resistente Druckbranche sitzt — wen wundert’s — wie die Verlags und Agentursparte zwischen allen Stühlen! Was viele Druckereien, von ihren Lieferanten falsch beraten, nicht verstehen wollen/können:

  1. Technik-Innovationen schaffen keine neuen Märkte!
  2. Prozess-Optimierungen via CIM verbessern (bezgl. Kosten, Qualität, Standards) — machen aber vergleichbar, erhöhen den Konkurrenzdruck und drücken die Erlöse und den Profit nach unten.
  3. Differenzierungsstrategien sind kaum zu erkennen, eher setzt man auf Diversifikation, wird als Druckerei auch Logistiker mit Supply-Chain-Angeboten.

Viel einfacher wäre dagegen, wenn man das nötige Know-how und die Kreativität besitzen würde, neue Anwendungslösungen mit Print zu entwickeln (vor allem mit Digitaldruck)!. Denn der werthaltige Erfolgsgarant im 21. Jahrhundert ist: Absolut kundenorientierte Printkommunikation nutzbar machen, durch die Kombination von Social/Online und Print.

Digitaldruck und das sich vom DigitaldruckForum in einer internationalen Teamarbeit bereits 2005 vorgestellte Modell der Automated Communication Factory gliedern Print & Print-Kommunikationsdienstleistungen in die Wertschöpfungskette des Kunden ein. Dies ist die fulminanteste Form der Geschäftsmodell-Innovation für Druckereien. Doch alle schauen zu, nur keiner traut sich, den ersten Schritt zu machen. Lieber optimiert man sich zu Tode. Sei’s drum.

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© 2014 by Value Communication AG, Mainz/Germany.

 

 

Die Gretchenfrage schiebt sich in den Vordergrund: Ist Digitaldruck schon so weit, per Algorithmen Druckerzeugnisse zu generieren? Ja, aber es klemmt! Und wo klemmt es beim Digitaldruck? Lange wurde der Digitaldruck falsch positioniert. Nämlich als Alternative zu Offset- oder Tiefdruck. Hier haben wir es wieder, das „Ceci tuera cela“ — Das Eine tötet das Andere!

Dabei findet die Schlacht ums Druckereigeschäft auf einem ganz anderen Feld statt: Print muss sich vergleichen lassen mit den Darstellungsstärken von Bildschirmen. Apple hat mit dem Retina-Display die Messlatte hoch gesetzt und dies für mobile Nutzung popularisiert. Höhere Auflösung, bessere Farbdarstellung und unbegrenzter Interaktionsgrad. Wer teuer gedruckte Kunstbücher mit guten, sogar den eigenen Smartphone-Fotos der Kunstwerke vergleicht, weiss, wovon ich rede. Print ist hier weit abgehängt. Die Darstellungsqualität der Exponate ist bei Städel-Museums-Katalogen für die Dürer- oder Nolde-Ausstellungen eine Zumutung (trotz hochwertigem und eben teurem Papier, Agenturspezis und guter Druckerei): Kein einziges gedrucktes Bild reicht auch nur annähernd an die Original-Bildwerke heran. So macht Print keinen Spaß. Im Gegenteil, es ist geradezu eine Beleidigung der Künstler, die im Grab rotieren würden, wenn sie es wüssten…

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© 2014 by Value Communication AG, Mainz/Germany.

 

 

 

DRUM MERKE: Nichts bleibt so, wie es mal sein wird! Lernt, dass Algorithmen sowie Bedürfnisse das Mass aller Dinge sind. 

Die richtige Botschaft für Print ist entsprechend eine ganz andere als die Branche es wahrhaben möchte. Johannes Gutenberg würde es heute so ausdrücken: „Dem Drucken mit beweglichen Lettern folgt das Drucken mit beweglichen Daten!“ Der Kampf um die beste Darstellungsqualität hat Print längst verloren. Und haptisches Erleben, so oft als Stärke von Print angepriesen, interessiert viele nicht mehr, die per Haptik/Fingerdruck Interaktionen erzeugen können. Oder Inhalte abrufen, die hoch-individuell nur für sie als Nutzer aufbereitet werden. In Echtzeit natürlich.

Wir sind gespannt, ob Gutenbergs „virtuell-posthumer“ Aufruf Gehör findet. Und grüßen herzlich aus der Gutenberg-Stadt Mainz!

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© 2014 by Value Communication AG, Mainz/Germany.

 

Vortragscharts zum Text:

 

 

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