journey into the unknownl

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Journey into the Unknownan allegory for destination

executives

Oxford Brookes

July, 2003

Anna PollockCEO, DestiCorp Limited

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Tourism and destinations are in trouble

Fundamental change is required Leadership is needed Need to peel away the layers to find

root causes Re-think cultures, structures,

leadership styles, roles, technology and marketing based on a…

..more effective way of looking at the world supported by modern science

Scope

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Destinations are Cursed to Live in Interesting Times

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Walking the Tightrope of Paradox

Familiar

Old

Tried

Predictable

Order

Strange

New

Uncertain

Innovative

Chaos

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Introducing our Hero

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Beset By Problems

Industry Vulnerability

Diminishing Resources

Consumer Choices

Marketing Not Working

New Sources of Competition

Pressure from members

Demands of Government

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Tempted by Opportunities

Access to Markets

New Distribution Channels

New Partners

DMO Strengths

Exciting Technology

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Crossing the Chasm

• Marketing

Technology

Structure

Culture

World Views

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MARKETING

Product, Position, Price, Place, Promote!

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MARKETING

Product Push Customer Pull

Promote Converse

Sell Solve & Support

Persuade Dance, Dialogue

CRM CMR

OLD NEW

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TECHNOLOGY

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TECHNOLOGY

ApplicationsInfrastructures & Platforms

Hard Coded Loosely Coupled

Proprietary, site specific

Standards, Interoperability, ubiquitous

Closed Open

Web sites Customised portals

OLD NEW

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ORGANISATION AND STRUCTURE

Taylor

Ford

Sloan

Coase

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ORGANISATION AND STRUCTURE

Product centric Customer centric

Make and Sell Sense and respond

Efficiencies Effectiveness

MBO, negative feedback

Purpose, values and positive feedback

Departmental Silos Teams, clusters

Parts Wholes

OLD NEW

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CULTURE and LEADERSHIP

Top Down Bottom Up

Control Alignment

Hard assets Soft, relationship capital

Conformity and rigidity Innovation and flexibility

Predict Adapt, respond

Big is better Small is beautiful

Information withholding Information Sharing

OLD NEW

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LENS, WORLD VIEW, PARADIGM

Machine Living System

Linear Circular, Synergy

Reducible parts Inter-connectedness

Reductionism Holistic

Directed, planned, incentivised

Self-organising

Order, Equilibrium Chaos, emergence

OLD NEW

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Tourism’ Responsibility

• The world’s largest and fastest growing industry

• Must assume responsibility for the whole• Where are our leaders? • What contribution can we make? • A new science could lead to a new

tourism• 3.5 billion opportunities

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A Challenge!

• You are the leaders of the future• Go ahead: disrupt, disturb, question!• Have courage to look within for new ideas • Think laterally – it’s all relevant; observe the

natural world; think as your future customers think – we’re all human beings

• Develop a new tourism based on a new science

• Dare to be pioneers

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An Invitation!

• Join DestiCorp along its Journey– www.desticorp.com

• Visit DestiZone: www.communityzero.com/destizone

• Help write the book!• Journey into the Unknown: An Allegorical

Tale– Part 1: The Descent into Chaos– Part 2: The Ascent into Order– Part 3: Dancing with the Customer!

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An Invitation!

Thank You!