journey into the unknownl
DESCRIPTION
Another old presentation that remains relevant today. It looks at the deeper change forces affecting all aspects of society - the paradigm shift that is the source of surface change.TRANSCRIPT
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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!