Het begon allemaal op een rampzalige zomerdag in 1982, toen de elfjarige Martin de deuren opende van zijn eigen Legoland. Hij had het miniatuurdorp zorgvuldig ontworpen, beplant met bonsaibomen, centimeterbrede grachten uitgegraven en talloze huizen en schepen van Lego gebouwd. Martins Legoland was ge\u00efnstalleerd in de achtertuin van zijn ouders en de bedenker verwachtte een stroom gefascineerde bezoekers. Er kwam er niet \u00e9\u00e9n opdagen.<\/p>\n
Zich bewust dat er meer nodig was dan briljant ontwerp om bezoekers te trekken, besloot Martin te adverteren. Hij overtuigde de lokale krant om een advertentie te plaatsen \u2013 een simpele handeling die de kracht van marketing zou onthullen. De week daarop stroomden 131 mensen door het tuinhek. Onder hen waren twee advocaten van Lego, die Martin met grote vriendelijkheid en beleefdheid lieten weten dat hij zich schuldig zou maken aan merkinbreuk als hij de naam ‘Legoland’ zou blijven gebruiken. Martin was gefascineerd door het idee dat iemand controle en eigendom had over de naam van zijn favoriete speelgoed \u2013 en dat hij dat niet was. Geboeid door het concept van merkbescherming en verleid door de evidente kracht van reclame, opende Martin een paar maanden later zijn eigen reclamebureau, op twaalfjarige leeftijd.<\/p>\n
Martin Lindstrom wordt erkend als een van ’s werelds toonaangevende experts op het gebied van business, branding en cultuurtransformatie. Zijn baanbrekende onderzoek in gedragspsychologie en zijn New York Times-bestsellers veranderen de manier waarop organisaties innovatie, cultuur en bedrijfstransformatie benaderen.<\/p>\n
Lindstrom is een van de meest vooraanstaande zakelijke denkers van onze tijd. TIME magazine noemde hem een van de 100 meest invloedrijke mensen ter wereld, en de afgelopen zes jaar heeft Thinkers50 hem opgenomen in de lijst van ’s werelds beste zakelijke denkers. Zijn opmerkelijke casestudy’s zijn gebaseerd op zijn uitgebreide werk voor een who’s who aan bedrijven. In zijn populaire presentaties deelt Lindstrom (naast vele andere onderwerpen) wat er nodig is om bedrijven te transformeren.<\/p>\n
Lindstroms talrijke New York Times-bestsellers omvatten Buyology en Brand Sense. Zijn nieuwste titel, Small Data, beschrijft de kleine aanwijzingen die grote trends blootleggen en onderzoekt hoe diepgaand consumenteninzicht een organisatie kan maken of breken. Zijn boeken zijn vertaald in 48 talen en hebben wereldwijd meer dan een miljoen exemplaren verkocht. Hij heeft keynote-toespraken gehouden voor Google, het World Business Forum, KraftHeinz, Disney, Amazon, LEGO en het World Economic Forum. Lindstrom is coproducent en presentator van NBC’s populaire Mainstreet Makeover, opinie-columnist voor de New York Times en vaste bijdrager aan Fast Company.<\/p>\n","protected":false},"excerpt":{"rendered":"
Het begon allemaal op een rampzalige zomerdag in 1982, toen de elfjarige Martin de deuren opende van zijn eigen Legoland. Hij had het miniatuurdorp zorgvuldig ontworpen, beplant met bonsaibomen, centimeterbrede grachten uitgegraven en talloze huizen en schepen van Lego gebouwd. Martins Legoland was ge\u00efnstalleerd in de achtertuin van zijn ouders en de bedenker verwachtte een […]<\/p>\n","protected":false},"featured_media":17561,"template":"","meta":{"_acf_changed":false,"_trash_the_other_posts":false,"editor_notices":[]},"sa_speaker_category":[69,85,58,68,120,82,4,99,63],"sa_language":[195],"sa_employability":[176,141,155],"class_list":["post-25143","sa_speaker","type-sa_speaker","status-publish","has-post-thumbnail","hentry","sa_speaker_category-spreker-over-creativiteit","sa_speaker_category-spreker-over-gedragsverandering","sa_speaker_category-governance-en-management","sa_speaker_category-innovatie-en-technologie","sa_speaker_category-leefstijl","sa_speaker_category-leiderschap-en-ontwikkeling","sa_speaker_category-ondernemerschap","sa_speaker_category-succesvolle-ondernemers","sa_speaker_category-verandermanagement"],"acf":{"sa_introduction":"Martin Lindstrom wordt erkend als een van 's werelds toonaangevende experts op het gebied van business, branding en cultuurtransformatie.","sa_one_liner":"Toonaangevend expert op het gebied van bedrijfs-, merk- en cultuurtransformatie.","sa_name_title":"","sa_region":[],"sa_degree":"","sa_stars":"","sa_maglr_ids":null,"sa_publications":[{"sa_publications_title":"Innovative Techniques: Online Dating for Brands","sa_publications_description":"","sa_publications_file":0,"sa_publications_url":""}],"sa_socials":null,"sa_subjects":[{"sa_subjects_title":"CULTURE: Leadership, Innovation, and the Surprising Truth of Human Motivation","sa_subjects_information":"Strategy eats culture for breakfast. Companies have never been so overwhelmed with emails, reports, data, statistics, and endless PowerPoint presentations, while at the same time preaching the importance of culture. Notice any conflicts?\r\n\r\nLindstrom takes his audience on a deep, remarkable dive inside some of the world\u2019s largest organizations and their daily challenges as they rediscover, build, and maintain powerful cultures.\r\n\r\nWhat happened when Maersk, the world\u2019s largest shipping company, was paralyzed by a two-month global cyber attack? When Lowes Foods faced two choices: to completely change their business model or to close down the entire retail chain? Or when Standard Chartered, the world\u2019s 10th<\/sup> largest bank, realized that \u201ccommon sense\u201d had completely vanished from the behavior of their 86,000 staff members, leading to overly complex service offerings and immense customer frustration?\r\n\r\nIn each of these cases, culture became the savior.\r\n\r\nAs the spearhead of these and many more remarkable culture transformation projects worldwide, Martin Lindstrom takes the audience behind the scenes and shares what it takes to bring culture front and center in organizations that had been paralyzed by bureaucracy, compliance, and inefficacy.\r\n\r\nViewing bureaucracy as a disease, the Lindstrom team rebuilt the purpose of the organizations, reinvigorated and empowered the staff, and, most importantly, systematically removed the red tape that was killing entrepreneurship and productivity. In one organization, Lindstrom and his team banned PowerPoint presentations. In another, they entirely removed the CC function from Outlook. Meetings were limited to maximum four participants, and smart phones were banned. In one case, he even introduced a special division called The Ministry of Common Sense. And in every case, it worked!\r\n\r\nIn just two years, Maersk recovered and added an additional 43% to their global brand value. Lowes became the most innovative retailer in the U.S., and Standard Chartered nearly doubled their share price."},{"sa_subjects_title":"BUSINESS TRANSFORMATION: The Disruptor\u2019s Agenda: Unleashing the Innovators","sa_subjects_information":"Fourteen years ago, everyone\u2019s favorite toy company was near bankruptcy \u2014 but then something remarkable happened, elevating LEGO to become the world\u2019s most powerful brand* \u2026 seemingly overnight.\r\n\r\nWith Amazon and Walmart\u2019s relentless attack on the conventional retail industry, Lowes knew they had a two-year deadline to survive. Fast-forward four years, and customers were lining up to enter Lowes stores.\r\n\r\nAround the globe, conventional postal service organizations are considered to be dinosaurs. There\u2019s only one exception: Switzerland. Why was Swiss Post, in contrast to the rest of the world, the first to adopt drones and self-driving cars, placing their services way ahead of Amazon and Uber?\r\n\r\nOver two decades, Lindstrom and his team have challenged companies from almost every industry \u2014 toys, retail, postal services, shipping, banking, food, beverage, pharma, automobile, fashion \u2014 to rediscover their core and transform themselves. Lindstrom always starts with the customer, but what follows consistently breaks the rules of conventional thinking. His unusual method proves itself resilient within even the most stubborn organizations.\r\n\r\nIn this presentation, packed with behind-the-scenes, first-hand observations from some of the most remarkable business transformations in the world, Lindstrom introduces a ready-to-use framework, suggests simple and memorable metaphors, and merges it all into a captivating narrative. He will have the audience on the edge of their seats, leaving them eager to transform their own businesses. As Lindstrom says: Sixty-five per cent of the jobs today\u2019s 12-year-old will do when he\u2019s grown don\u2019t exist today. So, why would yours, unless you change \u2026 right now?"},{"sa_subjects_title":"CUSTOMER JOURNEY: Creating a Next-Gen Customer Journey Experience","sa_subjects_information":"Two years ago, we all shook our heads as a doctor was dragged out of a United Airlines plane, leading to the company\u2019s biggest PR disaster in its 92-year history.\r\n\r\nBut is that any different from what\u2019s going on in your organization? What would happen if you became an undercover employee in your own organization, experiencing what your customers experience every day?\r\n\r\nIn this eye-opening presentation, Lindstrom goes underground with his audience. He shares first-hand recordings of disastrous customer interactions \u2014 and, yes, surprised managers and CEO\u2019s who thought everything was perfect. This highly thought-provoking presentation is packed with videos and case studies, placing a revealing mirror in front of the audience. It will make them think, reflect, and, most important, act.\r\n\r\nWhat makes Lindstrom\u2019s presentation unique is that it\u2019s hands-on, based on his personal experience designing, implementing, and monitoring some of the world\u2019s most successful customer journeys, including the Walt Disney theme parks, Swiss International Airlines, Burger King, Maersk, and Dorchester Collection, the operator of the Beverly Hills Hotel, the Bel-Air Hotel, and many other luxury properties around the world.\r\n\r\nWhat these and numerous other cases all have in common isn\u2019t huge budgets. Instead, they share clever, innovative thinking, often requiring only a couple thousand dollars of investment to create happy customers and million-dollar returns.\r\n\r\nThis remarkable, highly entertaining presentation is guaranteed to change your view of customer journeys, demonstrating that a small effort can yield a big difference."},{"sa_subjects_title":"FUTURE RETAIL: Until Amazon creates a drone that can cut your hair, there\u2019s a physical, real reason to visit the barbershop.","sa_subjects_information":"We\u2019re witnessing the biggest retail war in living history, with more than 4,000 store closures in the United States alone during 2018. Is eCommerce the only answer? Surprisingly, Lindstrom\u2019s answer is No<\/em> \u2014 and he backs up his claim with solid evidence and provocative cases, time after time proving that while the whole world sees only one direction, there are multiple alternative paths leading to amazing opportunities and results.\r\n\r\nBased on exhaustive global consumer research conducted in more than 70 countries, for more than a decade Lindstrom and his team have investigated the wants of today\u2019s and tomorrow\u2019s consumers. They\u2019ve investigated how retail is likely to evolve and, most important, what it takes to turn a red bottom line to black as a conventional and eCommerce player.\r\n\r\nLindstrom knows his game. He was the mastermind behind Lowes\u2019 remarkable transformation, turning a struggling business into the most innovative retailer in the United States. He helped the world\u2019s second-largest supermarket chain, Carrefour, beat Amazon and introduce a flurry of successful eCommerce concepts worldwide. In his speech, Lindstrom will share how to identify undiscovered consumer needs and translate them into unconventional retail solutions few would ever have thought possible.\r\n\r\nWhat makes this presentation unique is the price tag of Lindstrom\u2019s solutions \u2014 they are hands-on, concrete, inspiring, and highly cost effective. Consider his introduction of a groundbreaking multi-state \u201cmini-makeover\u201d competition inspired by American Idol<\/em>. This format resulted in a double-digit improvement of the bottom line for one major retailer, yet only cost a few thousand dollars per store.\r\n\r\nThe presentation explores every dimension of retail, offline and online. It explores opportunities spinning out of consumer observations made in homes, and it takes a deep dive inside Amazon\u2019s servers. The biggest in the world, they contain shocking consumer data and are already able to predict your next car, pet, or house purchase \u2014 without your knowledge. You\u2019ll learn how Alexa\u2019s secret \u201cVoice Sniffing Technology\u201d is able to listen in on any conversation and interrupt your conversation with relevant commercial messages. You\u2019ll hear how AmazonGo, the conglomerate\u2019s retail store, may soon adjust the prices live on the shelves according to who you are and how many people follow you.\r\n\r\nExpect an express journey into tomorrow\u2019s retail universe. This inspirational, provocative, hands-on presentation will help any company elevate its presence into the next league of retail."},{"sa_subjects_title":"BIG DATA: And Why the Next BIG Thing Will Be All About Small Data.","sa_subjects_information":"LIKE IT OR NOT, businesses are drifting away from the consumer. In the last year, only 1 in 3,000 executives has spent time with their consumers. Instead of keeping in touch with consumers, leaders rely on BIG Data \u2014 reports, databases, and statistics \u2014 in order to understand the emotions of our most important asset. The only problem with this approach: They\u2019re all looking at the past in order to predict the future.\r\n\r\nEmerging in its place is a new approach, Small Data, which Lindstrom defines as seemingly insignificant consumer observations that completely transform the way businesses are built and run.\r\n\r\nIn 2004, the LEGO Company was near bankruptcy. Big Data had informed the executives that, due to the lengthy construction time, kids no longer had interest in playing with LEGO. In response, LEGO introduced larger modules, which cut the building time in half. However, the result didn\u2019t mirror their expectations. Sales plummeted, and as a result the company decided to cease all conventional Big Data-based sources \u2014 and instead introduce Small Data.\r\n\r\nIt was a visit to an 11-year-old German boy\u2019s home that profoundly changed the LEGO Group\u2019s view of the world. A LEGO executive asked the kid what he was most proud of. It wasn\u2019t a Nintendo or PlayStation, but a pair of old, worn-out sneakers. The reason why? Because, as the kid explained, the sneakers\u2019 very particular worn-down angle on the side of the sole proved he was the #1 skateboarder in town. You see, when pro skateboarders slide down the board, their shoes get worn down exactly like this 11-year-old boy\u2019s shoes.\r\n\r\nThis insight taught LEGO that if a kid is willing to spend hundreds, if not thousands, of hours fine-tuning an angle on a shoe, why wouldn\u2019t a kid spend thousands of hours playing with LEGO? They reintroduced the small bricks, created the LEGO movie, and formed alliances with Star Wars, Harry Potter<\/em>, and Batman<\/em>.\r\n\r\nLEGO had lost contact with its core consumers, yet by adopting Small Data, the link between the consumer and the iconic toy company was recovered \u2014 making LEGO the most admired brand in the world, according to Brand Finance 2019<\/em>.\r\n\r\nLindstrom will share the remarkable insight behind LEGO\u2019s success, and he will discuss how Small Data has been instrumental in the turnaround success of numerous other companies around the world, in shipping, banking, retail, fashion, and food and beverage."}],"sa_faq_items":null,"sa_minimum_price":"12500","sa_maximum_price":"35000","sa_banner_image_id":17563,"sa_videos":[{"sa_video_title":"Martin Lindstrom - Can i Smash your brand?","sa_video_embed":"https:\/\/www.youtube.com\/watch?v=HhBEWp3Tp3E"},{"sa_video_title":"Martin Lindstrom - Can I define your band using one single word?","sa_video_embed":"https:\/\/www.youtube.com\/watch?v=dbCGi18_NU4"},{"sa_video_title":"Martin Lindstrom - Our irrational behaviour","sa_video_embed":"https:\/\/www.youtube.com\/watch?v=mVdhOP8N6UI"},{"sa_video_title":"Martin Lindstrom - We all have two ages","sa_video_embed":"https:\/\/www.youtube.com\/watch?v=OYYftoMokMI"},{"sa_video_title":"Martin Lindstrom - We never present","sa_video_embed":"https:\/\/www.youtube.com\/watch?v=pLibK4xUlv0"},{"sa_video_title":"Martin Lindstrom - Why KPI's are killing today's organisations","sa_video_embed":"https:\/\/www.youtube.com\/watch?v=jtIv86CmAeE"}]},"yoast_head":"\n