I came to talk to you about a
consciousness that upset my
business creation design
I’m 63 years old I created my first
company in 1977 while I was
still a third year student
of business school period from elsewhere
where he was particularly
complicated to start a business
when we were young and still
student I created or took over
40 companies in the last 40
years I had failures and I had
successes but what has the most
marked this is the evolution of more and
faster markets on which I have
may have to work
I’m thinking in particular about the
food distribution at the
cosmetic to optics or such h
field in which I was able to work
strong of these experiences I decided
to create an activity around the
digital
it’s about teaching how to paint
thanks to a digital tablet a
adapted program and a brush that I have
designed like all my activities
previous
I took some time to organize
my project I created my concept
I did a market research and
market research that turned out
positive
I organized a forecast this is at
to say that I tried as much as I did
it is possible to imagine my figure
and my estimate of
spending for the next three
years
prediction from elsewhere that served me
to obtain funding from this project
I started recruiting
and icing on the cake I got a
price of innovation
sincerely I think it’s one of
projects I’ve had the most to
work at a meeting at saint
brieuc I met a person who
was recognized in this area of
the digital economy
and very proud of the project I was in
train to wear I told myself I’d like
I’ll explain with details
where I was and very
sincerely I was waiting a little
of encouragement and what was my
surprise see my disappointment when
told me that I plant myself is totally
in the way that I approached my
subject and that my chances of success in
was very very limited my first
reaction was to revolt me
how to tell me that I will plant myself
while I had given myself all
chances of success for this project and
that’s what told me they hand
especially made think
you have planned too much money on a project
which has not yet been submitted to
future users who has too much
certainties about the very interest of your
project and you’re too sure you’re too
sure of the way it needs to be
design
organize it and the wind and add it
his advice begins with release
with future users ask
their opinion on what you have planned
for them and especially especially asks them
their support sincerely I put
still some time to understand this
what did you want to tell me
and that’s what I understood
rules of the game have changed
wholesale marketing as I was the
taken use taught during very
many years
that is, the analysis of the needs of
consumers and how it
must be used to influence their
behavior was totally discounted
in question by internet
this consumer behavior is
found totally modified before we
spent most of his time
organize his project before the
submit a panel of consumers by
the market through tubes or
market test
now now the consumer
is ready to help you if you
consider as an actor and not
only as a user
he can join your project at most
early of its conception
he can help you to develop it
he can especially help you with his
development
if the project fits well with one of
its needs
so he will help you to design it to
make it to finance it and to
sale
yes but how to know in all
surrounded by a community of his
future users
you have to know how to get them involved
throughout the manufacturing process
your concept or other products
we must take into account their opinion and
especially tell them what do you
have modified in your project thanks
to their contribution must be left must
inform them as and when
development of your concept
and when you are thrown at them you have to
continue to do that to them
react to your own
development your future consumers
have become consom actors they are
your testers your tips your bankers
your sales people can help you
to create value
they are the guarantors of your success in
now you can create a product
and a service and offer it to its
users
while neither the product nor the service
exists if it’s a failure
no consequence if it’s a success
then you explain to them that the product
is not fully developed and
not only will they wait but they will
will tell you the changes
made as and when
design
you can also launch a product
while he is not yet totally
ended there too
they will help you to develop it
and above all they will bring you the
first funding but you will tell me
what interest do these futures have
users help you after
reflection I considered that there
had I was going to say two big cases that
could present themselves and who do
that he was doing that he was motivated to
help you
the first they act by conviction
they are motivated by a mission and by
values the second reason bath
simply he wants a product on
more suited to their case I think
that today we are witnessing a real
co-creation movement for that I
picked up a newspaper article that
relect that reflects pardon a study
that was done on a company
this hold is called music they
Japanese companies of accessories
of office and houses and that’s what
the few lines that summarize their
study of researchers compared
products designed by the cults to
music clips to co products
created with consumers by the
through a web platform
products that have been created and
generated 5 times more revenue and have
been six times more profitable during
the next five years that the
products designed so
traditional
roger so I decided to surround myself
from a community I recruited a
community manager who in six months has
aroused the interest of thousands of
amateur painters that we follow from
daily way then we the
let’s do it through platforms like
that facebook linkedin twitter
and instagram wealth information
collected the relevance of the answers
brought and there that in addition to
complicity that settles between us
totally impressed me and even
always impressed me
brought to completely flatten
my project and to mount a new
project based on a collaboration
much more important as a system
very collaborative
today I feel stronger in this
project more supported I feel engaged
and I feel indebted for this ex
I wanted to draw some
stiff a little more general than
I would like to submit to you
consumers
you understand that you still have
more today than yesterday the power of
create your environment and that you
become responsible by giving the
means a company born and
has developed you become the
responsible for his influence on your
uses you have in your hands the
become of the business of his
development and its jobs you
are the main actor of the world
economic around you actors
also because you can also
to be a creator of value
nothing is easier today than
to create your own activity
I mean, that never
been so easy you can
even surround you with a community
talk about your project and create as well
your activity your service your
job I realized that the
consumer and the company
never been as much in interaction as
the company is a reflection of a group
of consumers and that the consumer
can participate in an adventure
entrepreneurial
let’s imagine imagine we were taking
really aware of that
then we will have hope to change the
world around us
because by changing the behavior of
companies we will change our
environment
thank you
[Applause]
”
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