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Google Lecture - TheAgoge: ChaosBreedsInnovation

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The Agoge: Chaos Breeds Innovation Google North American Sales Conference San Francisco, California June 12. 2008 Eve Geroulis  
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The challenge for the marketer is to  extend the orientation of our discipline,  rather than merely its application. “It’s operational model is being extended,  not its philosophical domain” -  Thaddeus H. Spratlen Context for a Global Era 
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Innovation as Offense  Chaord: The zone between  chaos and order,  loosely translated to  business as cooperation  and competition. 
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Know Thyself Identifying the depth and texture of the brand in  clear terms, helps define opportunities. A single, shared, cultural and organizational  embrace of the brand is what distinguishes all  great global brands. Knowing when to say no is also as defining.
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The Brand  IS  the Strategy  Senior managers  DRIVE  the business.  The classic left/right brain  dilemma.
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Benetton Philosophy 
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The Age of Paradox The US economy is the  healthiest and most  vibrant in all of human  history.  And yet, consumers have  become hypochondriacs.
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Corporate Darwinism   Brands as a platform Technology platform Language platform Profusion/chaos platform ATM platform Credit Card platform GPS platform
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Contrary to Friedman, the  world is not flat.   It is a diverse mosaic of  preferences. Consumers don’t want  homogeneity. The executive platform  produces such realities. 
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Architecture of Participation   greater access have left  many marketers stymied  when recognizing what  location means based  solely on advertising  signs. The Result:  Claustrophobia of  Abundance
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The Clash of Civilizations  Huntington concludes that “if  human beings are ever to  develop a universal  civilization , it will emerge  gradually through the  commonalities.” He argues that America’s  hegemonic quest resurrected  fundamentalism which run  counter to the zeitgeist of  cooperation.
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Google Lecture - TheAgoge: ChaosBreedsInnovation

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