Human Centric, creative Business Transformation
Making things, to make things happen
I help drive brand growth, creating products, services, or experiences, making organizations adapt to the constant changing market conditions, by developing meaningful end-customer experiences.
To stay ahead of the competition organizations need more than ever to stand out. The winners of tomorrow will be those who know how to think and act their customers’ needs.
The best way to do that is to create tangible proof of what your organisation believe, being a constant source of inspiration, meaning, and helping your customers live the lives they want.
In short the most effective marketing a company can do.
Putting lipstick on a gorilla
Today most marketing efforts comes way too late in the organisations’ value chain, and can as best be seen as putting lipstick on a gorilla.
Making things
Companies will be lifted to a higher realm, grow much faster, and create trust, if you make products, services or new experiences that prove - not telling what you believe.
Aligning all the marketing efforts, in every single customer touch points.
Question.
“You might ask, what’s wrong with traditional marketing? Then I would like to ask you a question. You receive 3000 messages daily, but how many can you honestly remember from just yesterday? ”
Growing brands faster
Making things are a fast track to grow your business, change human behaviour and impact culture.
One of the crucial elements in transforming organisations to meet the future challenges, is being on top of their own innovation. I use design thinking as a tool to get there.
When you create meaningful experiences, it will attract people to you, get attention in a crowded market space, grow your brand from a higher brand value perception, and become the new baseline, next time the customers meets you in all touch points.
Cumulative sales growth and brand value over time
Brands grow much faster if you create change by proof.
Innovating a new carbon negative business
Koskenkorva Vodka
I helped Koskenkorva become the most sustainable vodka company in the world, by introducing a transformative new business idea - a new climate friendly product.
To avoid dangerous warming, carbon emissions need to peak within 3 years. At the same time we need to pull Co2 from the air.
The product. A carbon negative Vodka. Made with regenerative farming - unlike industrial farming, regenerative farming works by sequestering massive amounts of CO2 in the ground.
It facilitated a systemic change inside the company. Koskenkorva - (the biggest buyer of barley in Finland) is switching all its contact farmers to farm regenerative by 2025. Taking from the air and storing in the ground close to 700 000 tons of atmospheric CO2 each year.
That’s the equivalent of Co2 produced, each year by 80 000 people, or the equivalent of a mid size european town.
No customer would ever say, “please advertise a lot. Dangle your logo in front of me and plz be in my face all the time.”
Adam Ferrier. Consumer psychologist.
SnapSkan saving lifes
Nokian tyres
Big transformative change happened when a creative business idea was turned into a meaningful customer experience.
I helped Nokian tyres, switch from a manufacturer of rubber tyres, to a service provider, saving peoples lives.
Making a new laser scanner, that scans your tyres, and sends a text to your phone, letting you know the condition of your tyres, compromised breaking distance, storing and changing your tyres and keeping you safe on the road.
Delivering massive 1st party data that gives Nokian tyres real control over their future commercial destiny.
Making things - creates meaningful end customer value
Meaningful end-customer value is best created in the intersection between, human needs/insight, technology and innovation and business viability.
Making things will always be more relevant than claiming advertising, make people talk, interact, and rise to the top of SoMe and the news cycles.
Money doesn’t flow to making things in the marketing world just yet - business viability or developing its own revenue stream is a vital component of making things happen.
AI Emoji translator
Helsinki University library
We demonstrated what Helsinki university, and a higher education, will do for young people, by creating an Emoji AI translator. Translating the language of emojis by replying back with; the most poetic, intellectual, wise and witty words ever written.
Uber and Valtra
At the Bologna International Tractor Fair, w
hen all the major tractor companies went inside - spending money on fancy exhibition stands, we went outside owning the streets.
To launch the new T50 - Valtra and Uber hooked up to drive trade journalist, key customers from the airport and the hotels to the fair itself. You simple ordered the new Valtra T50 on Uber to come pick you up, so you could experience it first hand on the street.
Hammerfall
Vianor
Vianor a Nordic tyre changing chain, wanted to remind people in Sweden it was time to change tyres.
We focused on Swedens second biggest city, Gothenburg. One finding stood out: the love of heavy metal music, and one band in particular. Hammerfall.
Genesis of making things
1990 — 2015
—
“I started long ago to look for smarter and more human centric ways to make people act. Only now can I connect the dots backwards”
— Lars Busekist
Father’s Office
Fathers Office, Santa Monica, Los Angeles, Ca.
Dan Wieden from W+K saw this, and said: “It is AWESOME!!!”
Fathers office is a small bar I LA, faced with 3 problems.
1. They needed a few more customers on slow nights only.
2. It was located in a bad neighbourhood, so we needed only honest customers.
3. We wanted people to “find” the bar themselves.
The entire advertising budget was turned into putting real dollar bills in used wallets bought at the Salvation Army.
The wallets were dropped in the streets around the bar with a little note. Getting, honest customers, "finding" the bar on slow days.
Adidas.
We used the urban environment in Amsterdam as a giant sports arena making people run, jump, or touch a street sign, making people think and interact in a fun and playful way with Adidas.
Bang & Olufsen
From being on exhibition to becoming an experience
B&O was my client in the mid 90’s. Our biggest challenge was their budgets was ludicrously small compared to the Sony, Samsung etc.
But B&O had flagship stores. On high streets. In all major cities. They had amazing pictures and rich sound.
We suggested turning their stores into their communication platforms. Creating their own exclusive unique content, drawing customers to them. Making them understand how B&O differs from competitors, turning them from consumers to prosumers.
I wanted to explore, where the industry is going, why we need to go there, and how we get there?
I started a personal podcast quest in June 2020. I ventured out to find what makes; the most successful people in the industry, better than the rest.
Superpower
I help organizations adapt to the rapid changing market conditions, that become new products, experiences and services, which is the most effective marketing an organisation can do. Not claiming, but proving what you believe, and why your customers should spend their valuable time listening to you.
Trade paper articles
In Danish only sorry!
Børsen. Af Lars Busekist. Hvorfor fejler innovationen. Hvorfor er innovation i store virsomheder ofte et fejlslag - og min egen lille pervasion om at finde ud af hvordan verdens største mobil producent Nokia kunne fejle.
Børsen. Af Lars Busekist. Snyd med onlinetrafik franarrer dig dine annoncekroner. Det er sandt. “Alt er falsk". Sådan skrev topchef fra Reddit, Ellen Pao. Og når noget lyder for godt til at være sandt, så er det det også.
Børsen. Af Lars Busekist. Marketing som en service. Glem traditionel reklame og sats i stedet på marketing som en service, som lever meningsfyldte løsninger til forbrugerne og skab derved stærkere brands.