The Liquid Enterprise is designed to change the way we think about how strategy itself needs to shift fundamentally so it can perform its role of interpreting the cultural and commercial context, to enable us to bring to market compelling and competitive products and services.
About the Author
Mike is a strategist and published author, specialising in innovation in media, technology and marketing.
He has advised many of the world’s leading brands, media companies and international stars, including, Diageo, Telefonica, PayPal, FremantleMedia, Bacardi Global Brands, Warner Bros., The Digital Entertainment Group, BSkyB, BT, Sony Music, SABMiller, Nokia, Ogilvy & Mather, Robbie Williams and Simon Cowell.
Mike is the co-author of the seminal work on consumer-led business strategy, Promiscuous Customers: Invisible Brands – Delivering Value in Digital Markets (Capstone, Oxford, 2002), and has written regularly for publications as diverse as Market Leader, MediaTel, The Wall Street Journal, Billboard Magazine, Design Week, The Design Management Journal and Bayler On The Future for New Media Age. His blog, The Strategy Review, covers current and future innovation and strategy issues.
Mike is a popular and exciting speaker on current issues such as post-Internet brand strategy, consumer culture, digital marketing, and branded entertainment. Among many successful speaking engagements, he has delivered master classes for MIDEM, AdTech, The Marketing Society, IESE Business School, Sun Microsystems, Microsoft, VMWare, DMGT, FremantleMedia and Salesforce.
After a successful international career in music, including 7 years in the US, Mike was an early entrant into digital media in 1992, and worked in interactive publishing and branding, e-business strategy and management.
Since 2002 and the publication of Promiscuous Customers, he has specialised in consumer-led marketing and innovation, working most recently with global sector leaders such as O2, Diageo, FremantleMedia and Warner Bros. on “post-Internet” marketing and advertising, social media, mobile applications and branded entertainment.
Thanks Foreword Introduction 1. The certainty trap 2. The efficiency trap 3. The experience trap 4. The innovation trap 5. Network disruption 6. Value disruption 7. Liquid objects 8. Liquid living 9. Liquid customers 10. Liquid brands 11. Liquid enterprise 12. Liquid leadership 13. Thirteen things