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Judge Willem @ Philips Innovation Awards

15 Jan

The Philips Innovation Award is the largest student-entrepeneur award in the Netherlands. In 2014, I am on of the judges. I was asked to give an online lecture about marketing. The topic: Buzzable Business. Interested ? Watch and listen to the lecture.

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January 15, 2014

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Αλέξανδρος Matthiessen: Το pitch μίας startup αποτελεί απλά το 1ο βήμα για τη χρηματοδότησή της — internetwizards.gr: […] «Greece is an ancient, cool startup on a path to become buzzable again» Αν η Ελλάδα είναι startup, ποιο pitch θα έπρεπε να έχει σήμερα, ώστε να γίνει ένα επιτυχημένο startup; […]
Mark: Thanks for the shout out. Just to respond to you comment about copying only working as a mechanism for change if you've already changed someone's behaviour so that others can copy from it, I think - as is often the case with behaviour change you're missing some of the important things about how behaviours spread through populations and perhaps focussing a bit too much on changing the behaviour of an individuals. Surely the issue for anyone in marketing or policy is not what an individual does but what large numbers of them - a community or population - do? First, it's abundantly clear that things - ideas, feelings, behaviour spread through populations by individuals copying something they see around them - "social learning", in the jargon. we can't help it. We do it from morning to night, from immediately after birth to the day we die. While we'd like to believe otherwise, its very rare than its the unique quality of the thing - the idea, the feeling, the behaviour - that makes it spread; rather, it's the fact that (at least one/some) other people are doing it and that any given individual can see it. In some instances, we copy authoritative or "influential" figures. In others, it's just what folk round here do. Sometimes these choices get embedded as social norms into what we call cultural practices and become invisible (think of the rules we have in Europe for how to lay out the food on a plate); sometimes the choices visible to us are more fluid. Equally, sometimes we copy what seems to be becoming more popular - fashion and style and music and bars and sometimes we seek to avoid what's popular. It varies by context and over time. The truth is for most choices, you can do all the hard work by thinking it through yourself (which is what most behaviour change interventions encourage). Or, you can use the brains and behaviour of those around you to outsource you decision to. This is why the UK Govt. Behavioural Insight Team found that the best way to get people to file their tax returns on time is to manage their perceptions of what others had done ("9 out 10 people like you have already filed..." And there's always someone doing weird shit, if you look hard enough.
raul lansink: The answer is yes, but I always knew you were the romantic type.. Some caveats: 1: Conflicts do not start per se in times of severe economic recession. 2: People in conflict situations often show rational behavior that optimizes their material chances to the complete detriment of others (racketeering, betrayal, etc) Regions in most need of eceonomic revival are the rural zones. I do not see many hipster entrepreneurs Showing much affinity here Having said this, I do see potential. We should talk soon
Renae: I would like to join you!~

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Judge Willem @ Philips Innovation Awards

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