Giuseppe Stigliano

The Future is Not What It Used to Be: A Glimpse into the Future of Commerce

In an era of unprecedented technological innovation and shifting consumer behaviour, the world of commerce is undergoing rapid transformation. This talk delves deep into the evolving landscape of commerce, offering insights into emerging trends, the fusion of digital and physical retail, and the rise of experiential commerce. Drawing from cutting-edge research and real-world case studies, we will uncover the drivers behind the next wave of commerce evolution and what it means for businesses and consumers alike.

Audience Takeaways:

• Ceteris paribus is a broken idea. All other variables won’t remain the same. It’s imperative to embrace a more nuanced and adaptive approach to decision-making.
• In a volatile and unpredictable market, the concept of ‘sustainable’ competitive advantage has become an elusive dream. The competitive advantage is at best ‘transient’.
• KPIs and Metrics are not the same. Misinterpreting the difference tends to lead to a dangerous short-termism. Metrics alone don’t capture the insights necessary for strategic decision-making.
• If customer experience is the ultimate battleground, marketing must take center stage in every organisation’s business strategy.
• In a ‘permacrisis’ world, success hinges on experience’s ability to set aside our hubris.

Practice Eats Talent For Breakfast

In today’s competitive landscape, talent is often heralded as the magic bullet for success. However, merely possessing talent isn’t enough; the true game-changer is the relentless pursuit of mastery through deliberate practice. This talk seeks to debunk the myths surrounding inherent talent and focuses instead on the transformative power of continuous, intentional practice.

Audience Takeaways:

• Talent is an accidents of genes and a responsibility
• Practice and experience are not the same thing. You can make ‘bucatini alla amatriciana’ for 20 years, and still make crappy bucatini.
• Deliberate practice is purposeful and systematic. If you apply it to your talent, after a while you won’t make any effort.
• Investing in your talents unlocks a virtuous circle called the multiplier effect as you get bigger motivation to practice, better coaching, more support from your peers, the respect of your competitors and in turn you nurture your self-awareness and your self-confidence.
• Talent wins games, but teamwork and intelligence win championships.

Humbition: The Secret Sauce for Thriving in a Changing Market

Contrary to popular belief, industry giants like Blockbuster and Nokia didn’t fail due to a mere oversight of technological shifts. Their decline was rooted in operational rigidity and an entrenched resistance to change. Yet, companies like Lego and Microsoft managed to reinvent amidst evolving landscapes. The secret? A balance of humility and ambition, coined as ‘Humbition’, which propels leaders to challenge the status quo and adapt before it’s too late. This talk will explore ‘Humbition’ as the essential antidote to innovation’s self-fulfilling prophecy.

Audience Takeways:

• Established companies’ success often stems from their cautious approach, but in a dynamic world, reliance on stability can be their downfall.
• Declines are less about ‘not getting it’ and more about the inability to act upon recognized visions.
• Reinvention is key: companies like Lego and Microsoft demonstrate the power of continual adaptation in changing markets.

Redefining Retail

While the old real estate adage, “Location, location, location” has long governed the world of retail, its dominance is waning in light of rapid market transformations. These upheavals stem from geopolitical shifts, disrupted market dynamics, intensified competition, channel fragmentation, and unpredictable consumer behaviors. Recent failures of major, established players have even led the business community to describe the situation as a ‘retail apocalypse’.

In the book Redefining Retail, Professor Philip Kotler and Dr. Giuseppe Stigliano provide a hands-on exploration of retail’s evolving landscape and consumer brand marketing.

During the talk, Giuseppe will delve into the mindset needed and actionable strategies essential for refining an organization’s operations, processes, and strategy. The focus will be on better aligning with the entire value chain while emphasizing sustainability, diversity, inclusion, and progressive employee work policies.

Giuseppe will highlight the ten core principles from their book, which remain relevant across startups, SMEs, and large, established organizations. The discussion will also encompass the primary challenges faced by retailers in a digitally transformed world and strategies for future-proofing marketing efforts centered on novel customer experiences. Attendees will gain insights into opportunities and challenges of crafting a seamless customer journey across physical, digital, and virtual realms.

In essence, this talk offers the definitive guide to retail and consumer brand marketing for professionals ranging from managers and entrepreneurs to investors and B2B/B2C consultants.

Audience Takeaways:

• Omnichannel is a like sex for teenagers everybody speaks about it, everybody thinks that the others do it, nobody actually does it well.
• The customer journey has become three-dimensional – digital, physical and virtual. And this has major implications to be considered.
• We are entering the 5th wave of Retail. One in which technology will be less visible but far more present.