Flanders DC - Mission

Stimulating Creativity in Stimulating Entrepreneurship in

Flemish Entrepreneurs Flemish Creative Industries
Flanders DC – Companies
Flanders DC – Schools
Flanders DC – General Public
THE BIG
PICTURE.
#CREATALKS
 As a company, having thousands of
customers, suppliers, distributors and

WHERE IS IT?
business partners, YOU DO HAVE
THE BIG PICTURE
VIEW TO create UNIQUE
VALUE!
 Look At Your Customers
Broader Than This.

Purchase
Purchase
Search and Maintenance
Selection
and
and Use
and Disposal
Installation
Installation

© Vlerick Leuven Gent Management School and Flanders District of Creativity

Search and
Selection It’s About Stepping Back
And Connecting The Dots.

© Vlerick Leuven Gent Management School and Flanders District of Creativity

Search and
Selection FROM SEEING THE CLUTTER…
…TO SEEING WHAT’S RELEVANT

© Vlerick Leuven Gent Management School and Flanders District of Creativity

 APPLICABLE FROM MANY
Search and
Selection PERSPECTIVES…

© Vlerick Leuven Gent Management School and Flanders District of Creativity

 Purchase
and
Installation
It’s About Knowing What Your
Customers Are Really After.

© Vlerick Leuven Gent Management School and Flanders District of Creativity

 Purchase
and MOVING AWAY FROM PRICE CONTROLLING…
Installation
…TO VALUE CONTROLLING

© Vlerick Leuven Gent Management School and Flanders District of Creativity

 Purchase
and LOOKING BEYOND THE PRODUCT PURCHASE
Installation
TO COLLECT DATA.

© Vlerick Leuven Gent Management School and Flanders District of Creativity

Use It’s About Seeing Opportunities
Nobody Else Does.

© Vlerick Leuven Gent Management School and Flanders District of Creativity

Use MAKING THE BLIND…
…SEE THE CONTEXT

© Vlerick Leuven Gent Management School and Flanders District of Creativity

Use IN MANY DIFFERENT INSTANCES…

© Vlerick Leuven Gent Management School and Flanders District of Creativity

Maintenance
/Disposal It’s About Seeing The Big
Picture Of What’s Happening.

© Vlerick Leuven Gent Management School and Flanders District of Creativity

Maintenance NOT TO USE GUESSWORK…
/Disposal

…BUT TO MAKE INFORMED DECISIONS

© Vlerick Leuven Gent Management School and Flanders District of Creativity

Maintenance NOT ONLY IN THE REAL ESTATE MARKET…
/Disposal

© Vlerick Leuven Gent Management School and Flanders District of Creativity

 But Careful! It’s Not About…

1 to 1 marketing
customer relationship
management
customised products
predicting a customer’s next
transaction

© Vlerick Leuven Gent Management School and Flanders District of Creativity

HOW BY LIS THE BIG
OWERING
R & C
PICTURE VALUE
ISKS OSTS

CREATED?
 Value-creating Mechanisms In
Perspective.

Within Data Beyond Data

Insight for Seller

Segmentation Prediction
Insight for Buyer

Benchmarking and Mirroring

Ranking

© Vlerick Leuven Gent Management School and Flanders District of Creativity

Segmentation By Seeing Latent Similarities
& Differences.

© Vlerick Leuven Gent Management School and Flanders District of Creativity

 In Practice…

Energy Consumption Profiles Allow For:

Increase
• effective in Customer
prioritisation of development
Loyalty
projects

• Better Service Quality

reduced risk of grid problems

Improved
•power Corporate
cuts are made at times with low
energy demands
Reputation
reduced consumer cost of power
downtime

© Vlerick Leuven Gent Management School and Flanders District of Creativity

Benchmarking
By Letting Others See How
and Ranking They Measure Up Against
Their Peers…

© Vlerick Leuven Gent Management School and Flanders District of Creativity

 In Practice…

business school ranking based on

a number
• VALUE of performance
FOR THE FINANCIAL TIMES?
parameters enables:
• Brand Recognition
to see strengths and weaknesses
• Expert In The Field
reduced risk of having a wrong
• Cognitive Competitive focus
Advantage
improved brand recognition
reduced advertising costs

© Vlerick Leuven Gent Management School and Flanders District of Creativity

 Prediction By Knowing What’s Going To
Happen Next.

© Vlerick Leuven Gent Management School and Flanders District of Creativity

 In Practice…

Remote monitoring system of some

10 000 lifts ensures

Lifts are always in perfect condition

• Greater Customer Trust
reduced risk of breakdown
• Higher Customer
Maintenance is automatic takes a
Loyalty
shorter time and is cheaper

• Differentiated Product
reduced total maintenance
costs

© Vlerick Leuven Gent Management School and Flanders District of Creativity

 Mirroring By Filtering Out Relevant
Information For The Client.

© Vlerick Leuven Gent Management School and Flanders District of Creativity

 In Practice…

Compiling traffic information from more

than 2 million GPS devices and
historical data provides

Calculation of the fastest road to

• Leader in the destination
Industry
• Prediction
Regular precision
update of the calculated routeis

Preciseincreasing astime
indication of arrival we
speak!
reduced risk of being late or
taking the wrong route

© Vlerick Leuven Gent Management School and Flanders District of Creativity

 SUSTAINABLE
LONG TERM
COMPETITIVE
RESULTS?
ADVANTAGE!
Through…
 Network Effects And
Increasing Returns To Scale.

The more people use City Sense, the more it makes

Sense!

© Vlerick Leuven Gent Management School and Flanders District of Creativity

 Voluntary Lock-in Effect.

Who would switch to competition saving a few

dollars but losing the whole purchase history?

© Vlerick Leuven Gent Management School and Flanders District of Creativity

 Differentiated Product.

Is there anyone else who lets you know when to

take your vitamins?

© Vlerick Leuven Gent Management School and Flanders District of Creativity

 5 Smart Steps Towards
The Big Picture.

Step 1: • Identify possibilities to create

value along the purchase cycle

Step 2: • Scan the environment for data

Step 3: • Aggregate and analyse data

Step 4: • Select value-creating mechanism

Step 5: • Embed Big Picture thinking into

your strategy

© Vlerick Leuven Gent Management School and Flanders District of Creativity

 Happy to Clarify.
Prof Dr Marion Debruyne
MarionDebruyne

Prof Dr Niraj Dawar

http://nothingbutmarketing.blogspot.com
NirajDawar

Livia Pijakova
LiviaPijakova
 Any More Examples?

Can you think of other examples of Companies that

Create value Through the big Picture?

Share your thoughts in your team…

 Can you see the Big Picture?

PICK A COMPANY OF YOUR CHOICE AND

MAP OUT THE PRESUMED PURCHASE CYCLE OF
ITS CUSTOMERS.

• Where do you find sources of data?

• What data would this company already have collected that
can be used to compose the Big Picture view?
• What kind of value can the Big Picture create for the clients
(which value-creating mechanism is to be used?)?