fear factor
DESCRIPTION
fear factor - fear to differentiate is something that majority of brands suffer from todayTRANSCRIPT
Fear FACTORMaster’s Thesis, Lucia Tarbajovska
Berlin School of Creative LeadershipMaster’s thesis
Theme: Fear FactorAuthor: Lucia Tarbajovska, Class 2008 - 2009
implications of fear factor
implications of fear factor
implications of fear factor
implications of fear factor
organization
implications of fear factor
organization
implications of fear factor
organization
implications of fear factor
industry
organization
implications of fear factor
hypothesis
Fear to differentiate is the primary driver of mediocrity for brands in the market.
As if brands lost their guts and courage to stand out and stand for something crisp.
Howtocreateafearlessorganization?
“2,500 brands we studied over three years time, where almost 70% were stagnant or declining in differentiation”
“ Positioning guru Jack Trout and Kevin Clancyʼs research found that brand differentiation declined in 40 of 46 categories as studied by Copernicus/Market Facts.”
“Only 7% of prime time commercials were found to have differentiating messages.”
lack of differentiation
lack of courageBrands have increasing difficulty in differentiating themselves.
The only way they can create a realizable competitive advantage is by having a distinctive point of view.
However stepping outside of the norms is highly risky.
There is safety in being in the pack.
Courage means confronting the anxiety that goes with difficult choices and then committing to the ideas that ensue.
fearless leaders
brand prostitution
Sticker by Peter Saville, This is not a brothel, www.cpluv.com
familiarity and fear
Aesop's Fables (1884), 21. The Fox and the Lion.
fearless cultures
source: http://www.andrews.edu/~tidwell/bsad560/HofstedeUncertainityAvoidance.html
source: http://gbr.pepperdine.edu/images/073/ua.gif
fearless org cultures
Four freedoms of DDB - Freedom from fear, Freedom to fail, Freedom from chaos, Freedom to be.
gap between strategic & creative
Source: Marty Neumeier, Brand Gap
smell of fear
A recent study confirms presence of fear alarm center and alarm pheromones in the olfactory system. Grueneberg ganglion at the tip of a nose contains olfactory neurons with some specialized chemosensory functions.
Source: Julien Brechbühl, Magali Klaey and Marie Broillet from University of Lausanne, Science in August 2008
research
a word on research
• methodology - quantitative, qualitative
• sample size - cca 50 respondents
• interviews
• self-study
• errors - ambiguity of fear
impact of fear
on creativity
I. fear influencing creativity
II. positive vs. negative influence of fear on creativity
III. positive influence of fear on creativity
IV. negative influence of fear on creativity
v. sources of fear in creativity
impact of fear
on leader
leading yourself, employees and partners
leader
employees, teams
leading suppliers & partners
67,3%
34,5%67,3%
40,0%
36,4%
yesno
leading employees & teams
impact of fear
on organization
I. influence of fear on organization
II. influence of fear on vision & innovation
iii. pretesting of products
alwayssometimesnever
V. Criteria of pretesting
products
vi. positive business case only
impact of fear
on industry
influence of fear on industry
Howtocreateafearlessorganization?
Qualities of Fearless leaders
Qualities of Fearless leaders
trend setters
independent
fearless
visionary
originalmaking tough calls
loving novelty
enterpreneurs
passionateprovocateursdistinctive
out of the box
create religion
create religion
lovecrisis
problem creators
practise opposition
blue ocean
mavericksadventurous
truthful
focused
zig zag
lone dissenters
love ideas
competitive
customer centric Gods
challengers
listeners
corageous
10 freedoms from fear
10 freedoms from fear
1. Keep it low.
10 freedoms from fear
1. Keep it low. 2. Create culture free from fear.
10 freedoms from fear
1. Keep it low. 2. Create culture free from fear.
3. Find your own tribe/s.
10 freedoms from fear
1. Keep it low. 2. Create culture free from fear.
3. Find your own tribe/s. 4. Stop the brand prostitution.
10 freedoms from fear
1. Keep it low. 2. Create culture free from fear.
3. Find your own tribe/s. 4. Stop the brand prostitution.
5. Use your nose to smell the fear.
10 freedoms from fear
1. Keep it low. 2. Create culture free from fear.
3. Find your own tribe/s. 4. Stop the brand prostitution.
5. Use your nose to smell the fear. 6. Do you really need to test?
10 freedoms from fear
1. Keep it low. 2. Create culture free from fear.
3. Find your own tribe/s. 4. Stop the brand prostitution.
5. Use your nose to smell the fear. 6. Do you really need to test?
7. Middle is trouble.
10 freedoms from fear
1. Keep it low. 2. Create culture free from fear.
3. Find your own tribe/s. 4. Stop the brand prostitution.
5. Use your nose to smell the fear. 6. Do you really need to test?
7. Middle is trouble. 8. Linear thinking is predictable.
10 freedoms from fear
1. Keep it low. 2. Create culture free from fear.
3. Find your own tribe/s. 4. Stop the brand prostitution.
5. Use your nose to smell the fear. 6. Do you really need to test?
7. Middle is trouble. 8. Linear thinking is predictable.
9. Familiar is dangerous.
10 freedoms from fear
1. Keep it low. 2. Create culture free from fear.
3. Find your own tribe/s. 4. Stop the brand prostitution.
5. Use your nose to smell the fear. 6. Do you really need to test?
7. Middle is trouble. 8. Linear thinking is predictable.
9. Familiar is dangerous. 10. Have no set rules.
FearFactor
Fear Factor
FEARFACTOR
FEAR FACTOR