Tear Up the Rulebook

Jun 10, 20200 likes939 views

This document discusses how businesses can prepare for a post-Covid world. It recommends throwing away the old rulebook as the pandemic has created an unprecedented crisis. It suggests focusing on what is most valuable to customers, writing simple transparent communications, leveraging existing online platforms rather than building new websites, and supporting local communities. The pandemic will have long-lasting effects on societies and economies.

→ How to prepare for a post-Covid world
Tear up the rulebook

Collaborate, communicate
Cognitive diversity

Commercial & transformative
Collaborate, communicate
Cognitive diversity

Optimum Nutrition
London Tattoo
Gymbox
LEON
Franco Manca
GLH Hotels
Gozney

“One of the critical things in this crisis
we’ve been trying to get across is that we
have to throw away the rule book. We’ve
never seen this kind of crisis in our lives.”
— Ana Botín, Exec Chairman, Santander

Shared purpose
Local radius
Work from home

Digital everything
Shared purpose
Local radius
Work from home

Entertainment gap
Digital everything
Shared purpose
Local radius
Work from home

→
Our need states and world views  
have radically changed

We’re all suffering through
stress & discomfort

We’re all being forced to balance
our risk quotient

We’re all inundated with acts  
of civic activism

We’re all discovering new ways  
to live our lives

A Tory government is due to pay £100bn+  
to pay the wages of millions

If your business launched in the last decade,
you’ve only known economic prosperity

P T S D M A S S - M I G R AT I O N C O N S E R VAT I S M

S E L F E M P LOY M E N T C O N S C I O U S C O N S U M E R I S M D E C L I N E I N T R U S T

Loss aversion
Return of the expert
Local > National > Global
Pausing partisanship
‘At home’ economy

Loyal to agile
Loss aversion
Return of the expert
Local > National > Global
Pausing partisanship

Focus on what  
is most valuable  
to customers
Limited bandwidth

Leverage the
internet, don’t
‘build a website’
‘At home’ economy

Pick a side:  
Self-reliant or
supportive
Pausing partisanship

Lean on local
people, produce
and practice
Local > National > Global

Invest in content  
to position as  
an authority
Return of the expert

Help people
defend what  
they have
Loss aversion

Develop owned
channels &  
flexible spends
Loyal to agile

Focus on what is most valuable to customers
Write simple copy, be transparent
Leverage the internet, don’t ‘build a website’
Pick a side: Self-reliant or supportive
Lean on local people, produce and practice
Invest in content to position as an authority
Help people defend what they have
Develop owned channels & flexible spends

→ james@fortyeight.one → www.fortyeight.one → @fortyeightpointone
Questions?

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Tear Up the Rulebook

2. → How to prepare for a post-Covid world Tear up the rulebook

3. Covid-19

4. Brexit-16Covid-19

5. 48.1% voted to remain

6. 48.1% voted to remain

7. Cognitive diversity

8. Collaborate, communicate Cognitive diversity

9. Commercial & transformative Collaborate, communicate Cognitive diversity

17. Optimum Nutrition London Tattoo Gymbox LEON Franco Manca GLH Hotels Gozney

18. → This is not business as usual

19. “One of the critical things in this crisis we’ve been trying to get across is that we have to throw away the rule book. We’ve never seen this kind of crisis in our lives.” — Ana Botín, Exec Chairman, Santander

20. Work from home

21. Local radius Work from home

22. Shared purpose Local radius Work from home

23. Digital everything Shared purpose Local radius Work from home

24. Entertainment gap Digital everything Shared purpose Local radius Work from home

25. → Our need states and world views   have radically changed

26. We’re all facing a sense of loss

27. We’re all suffering through stress & discomfort

28. We’re all being forced to balance our risk quotient

29. We’re all inundated with acts   of civic activism

30. We’re all discovering new ways   to live our lives

31. We’re all in it together

32. → The genie won’t go back in the bottle

36. A Tory government is due to pay £100bn+   to pay the wages of millions

38. → Looking back at history

39. If your business launched in the last decade, you’ve only known economic prosperity

40. World War II

41. P T S D M A S S - M I G R AT I O N C O N S E R VAT I S M

42. P T S D M A S S - M I G R AT I O N C O N S E R VAT I S M

43. P T S D M A S S - M I G R AT I O N C O N S E R VAT I S M

44. Great recession

45. S E L F E M P LOY M E N T C O N S C I O U S C O N S U M E R I S M D E C L I N E I N T R U S T

46. S E L F E M P LOY M E N T C O N S C I O U S C O N S U M E R I S M D E C L I N E I N T R U S T

47. S E L F E M P LOY M E N T C O N S C I O U S C O N S U M E R I S M D E C L I N E I N T R U S T

48. → Forecasting the future

49. Limited bandwidth

50. Brand promiscuity Limited bandwidth

51. ‘At home’ economy Brand promiscuity Limited bandwidth

52. Pausing partisanship ‘At home’ economy Brand promiscuity Limited bandwidth

53. Local > National > Global Pausing partisanship ‘At home’ economy Brand promiscuity Limited bandwidth

54. Return of the expert Local > National > Global Pausing partisanship ‘At home’ economy Brand promiscuity

55. Loss aversion Return of the expert Local > National > Global Pausing partisanship ‘At home’ economy

56. Loyal to agile Loss aversion Return of the expert Local > National > Global Pausing partisanship

57. → How to apply this

58. Focus on what   is most valuable   to customers Limited bandwidth

59. Write   simple copy,   be transparent Brand promiscuity

60. Leverage the internet, don’t ‘build a website’ ‘At home’ economy

61. Pick a side:   Self-reliant or supportive Pausing partisanship

62. Lean on local people, produce and practice Local > National > Global

63. Invest in content   to position as   an authority Return of the expert

64. Help people defend what   they have Loss aversion

65. Develop owned channels &   flexible spends Loyal to agile

66. → The cheat sheet

67. Focus on what is most valuable to customers Write simple copy, be transparent Leverage the internet, don’t ‘build a website’ Pick a side: Self-reliant or supportive Lean on local people, produce and practice Invest in content to position as an authority Help people defend what they have Develop owned channels & flexible spends

68. → james@fortyeight.one → www.fortyeight.one → @fortyeightpointone Questions?

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