Food for thought: my articles

5 ways to personalize your relationships !

In our post-modern society, we are lost in systems. Most of the time we feel lost in the crowd. Very few people actually care for us. That is why we desperately need attention and consideration.

Actually, we only trust brands, suppliers and service providers who build a true personal relationship with us ! 

As marketers, we know that we should use the technological tools that help us better understand the specificities of our customers, but we must not forget that
relationships should be from human to human ! Having a good CRM system is fine but not enough to create the emotions that drive our customers.

So here are 5 ways to personalize your relationships and create emotional value:

1. Listen

It is difficult to understand all the specificities of your customers if you do not take the time to listen to them at first. It is thus important to let them express themselves, to gather feedbacks and insights to understand their concerns and satisfaction levels, to understand how they feel about you and what could be improved. I recommend that you use active listening, a technique created by American psychologist Carl Rogers.
If you really want your customers to feel special and valued, you have to let them know their voice is being heard.  

2. Use data analytics

Today’s technology offers a number of ways to record information about your customers. This is now also available to small companies at a reasonable price.
Because the goal is to personalize as much as possible your offer and the relationship you have with your clients, it implies collecting as much as possible data to come up with the most appropriate solutions.
This raises however some ethical concerns: how far should you go? How transparent should you be with regard to it? My opinion is that you should be totally open with regard to data collection and you should let several options to customers to choose from.

3. Customize

Now that you have actively listened to your customers and gathered data about their preferences, you are able to understand their specificities and you can start to offer them tailored solutions.
But customization not only comes with the product or service you offer. You should also customize your relationships! You heard that customers wanted to feel special so make them feel as such!

4. Recognize

Our society is becoming more and more individualistic. People are more than ever emphasizing the “I”: they want personal attention. They want to exist with all their specificities in the eyes of the world. They want to be recognized as individuals and not simply as customers. They expect the relationship with brands to be built not only around the product or service and the problems they can solve, but more importantly around their own person.
So, find ways to show them that you really care, prove them that you truly respect them and deliver empathy !

5. Be transparent 

Would you trust someone you don’t know ?
If you want to  instill trust and foster engagement and loyalty you should let customers know who really is behind your name.  You should personify your brand.
Don’t be afraid to show who you are, with your good and bad points. Don’t hide your shortcomes. Be honest ! Don’t portray yourself as perfect ! Who is perfect anyway ?
This will help humanize the relationship you have with your customers. By the way, putting forward the people behind the curtain is an additional way to differentiate and capitalize on your uniqueness.

A great example of personalization is offered by Park Hyatt trattoria-style restaurant Opera in Saigon, Vietnam. see their website

I happen to go there from time to time quite late after teaching. The  Maütre d’h has been there for years. Even if I’m coming after a few months, he calls me by my name (important !). He remembers where I like to sit, in front of the open kitchen. He asks news of my family that he only saw 5 years ago or so. He remembers that I like to open my meal with a glass of Pinot Grigio.
How can he remember all that ? I don’t know but he does. I feel important, relaxed and pampered and… it makes me come back.

Could Park Hyatt Opera restaurant still improve ?
Not much ! They’re close to perfect.
Is it linked to the 5 star-ranking of the place ? Certainly not.
Is it linked to the corporate culture of the hotel ? Certainly yes.
But it’s for sure linked to staff selection, motivation and training.
Actually, all information about customers habits can be recorded in computer systems today. What we lack in most cases is real empathy by the staff ! That’s where Hyatt is superior !


Care for your people and your people will care for your customers !

On happiness at work and performance , see
Sir Richard Branson’s 5 billion reasons to make your employees and candidates happy

Be inspired and Spice Up đŸŒ¶Â your relationships

Know more about the SPICE UP model


Winning or playing great : what is best ?

The football world cup tournament ended yesterday and led me to think about a dilemma that I’ve often observed in business and education as well as in sport tactics.

The FIFA World Cup winner is France. No discussion about the legitimacy of their victory. But discussions happen about the style. Didier Deschamps (the French coach) has chosen « realism » over the beauty of the game. Over the tournament, France scored less than brilliant teams like Belgium and Croatia for example. But at the end, they performed better and won the competitive game. For football lovers, as I am, it’s a pity and it’s kind of unfair, but for those who preach victory above all, it’s good game and great coaching. At the end, only victory is remembered, right ?

Well, in business we can draw the parallel. Some CEO’s will favor innovation, creativity and risk taking while some others will manage conservatively and may be performing better along traditional standards. The former may show less stable financial results while the latter will please the stock market thanks to their regularity.

What is best ? Like in football, I favor brilliant game in business too. We have great game players and also game changers. But besides the asthetic view, I also believe that competition today requires new paradigms, new strategies and new skills. I don’t like boring businesses. They make the world boring too. I prefer entrepreneurs who fail to bureaucrats who manage systems.

In education, I could also see analogies. Some brilliant minds are not performing as well as « good scholars » who study well according to traditional academic standards. They run the risk to be disappointed and they are right to be so when they are graded less than traditional colleagues. We, as professors, must be attentive to rewarding students who disobey the rules as much (and probably more) as we praise  those who are just delivering what (they think) profs are expecting.  That’s how we will find and stimulate exceptional talents.

All in all, life is about praising progress more than conservatism. Rewarding talent more than obedience. Having fun more than winning for the sake of winning.

Be inspired and Spice Up your game !



Pourquoi la paresse est propice Ă  l’inspiration

Je vous Ă©cris de ma maison de campagne, au coin du feu, je viens de terminer une bande dessinĂ©e, j’écoute Ella Fitzgerald.

Ces quelques jours entre NoĂ«l et Nouvel An, j’ai senti la paresse s’emparer de moi. Ici, dans le nord de l’Europe, quand les jours deviennent de plus en plus courts et que la brume envahit le ciel, nos corps et nos esprits ralentissent. Il est temps de se rĂ©gĂ©nĂ©rer. Il est temps de rĂ©flĂ©chir Ă  son passĂ© et penser Ă  son futur. Pour ma part, je sais que cette pĂ©riode m’inspire plus que jamais.

Il y a plein de façons d’ĂȘtre inspirĂ©s

En lisant, en Ă©coutant un bon orateur, ou encore aprĂšs une rencontre avec quelqu’un d’exceptionnel. La semaine derniĂšre par exemple, j’ai rencontrĂ© un homme avec qui j’ai travaillĂ© sur un projet il y a plus de 10 ans. Un ancien de P&G. Comme tout le monde, il n’est pas parfait, mais il est droit et direct. Je le savais dĂ©jĂ  relativement ĂągĂ© mais j’étais abasourdi quand il m’a dit son Ăąge : 80 ans. Je ne pouvais pas le croire. Impeccable. Intelligent. Vif d’esprit. Peu importe ce qu’il compte faire, j’ai tout de suite ressenti de la sympathie pour lui et une bonne dose d’optimisme quant Ă  mon propre futur. Tout comme quand je vois les Rolling Stones continuer Ă  faire du rock et monter sur scĂšne Ă  plus de 70 ans. Mais c’est une autre histoire !

Mon sujet est : « comment trouver de l’inspiration ? »

Mon expĂ©rience m’a appris que nous ne pouvons pas ĂȘtre suffisamment inspirĂ©s quand nous sommes trop stressĂ©s, quand nous sommes hyperactifs, quand nous sommes dans l’action ! Le cĂ©lĂšbre SecrĂ©taire d’Etat Henry Kissinger a eu une longue carriĂšre dans l’enseignement et en tant qu’écrivain avant d’entrer dans la vie politique. Il a dit un jour « les bons leaders devraient passer autant de temps que possible Ă  rĂ©flĂ©chir et thĂ©oriser avant d’accĂ©der au pouvoir parce qu’une fois qu’ils seront rentrĂ©s en fonction, ils n’auront plus le temps de penser aux fondamentaux ». Il avait vraiment raison. Mais dans nos temps si frĂ©nĂ©tiques, comment appliquer cela ? AprĂšs quelques annĂ©es d’études, nous entrons directement en action et nous ne nous arrĂȘtons jamais. Quelques-uns d’entre nous choisissent de continuer Ă  suivre des formations par aprĂšs mais la formation des dirigeants est gĂ©nĂ©ralement si rapide et intense qu’elle ne laisse pas de temps Ă  la rĂ©flexion.

Vous ne pouvez pas vous régénérer si vous ne stoppez pas votre rythme de vie effréné

C’est tout simplement impossible. Vous ne pouvez pas ressourcer votre esprit si vous ne prenez pas du temps pour vous retrouver. Vous avez besoin de calme, de solitude, de structurer vos idĂ©es et libĂ©rer votre crĂ©ativitĂ©. La plupart des programmes de formation ne prĂŽnent pas cela. Au contraire, ils promettent tous : « Ici vous travaillerez 15 heures par jour, vous passerez vos soirĂ©es Ă  prĂ©parer vos cours, si possible en groupes, vous tĂącherez d’acquĂ©rir un maximum de connaissances dans le moins de temps possible, bla bla bla ». C’est tout simplement n’importe quoi ! Cela aboutit Ă  des groupes de leaders et managers ambitieux qui regardent en vitesse quelques confĂ©rences d’un Ɠil et discutent de pseudo-cas qu’ils n’ont mĂȘme pas pris la peine d’analyser sĂ©rieusement avant la sĂ©ance de formation. Le tout en regardant constamment leur smartphone, en rĂ©pondant Ă  leurs mails et en essayant de rĂ©soudre les problĂšmes opĂ©rationnels laissĂ©s au bureau. C’est une blague ! Et les entreprises paient des millions pour ce genre d’apprentissage accĂ©lĂ©ré !


Regardez quelques grands leaders, artistes et sportifs de haut niveau

Sophie Dutordoir, par exemple, est la premiĂšre femme aux commandes de la SNCB

AprĂšs une brillante carriĂšre chez Suez en tant que CEO, elle a tout arrĂȘtĂ© durant trois ans pour ouvrir une Ă©picerie fine dans une petite ville prĂšs de Bruxelles. Le monde du business pensait qu’elle Ă©tait devenue folle. Mais elle avait raison. Elle a pris le temps de rĂ©gĂ©nĂ©rer les batteries et sera maintenant, j’en suis convaincu, un meilleur CEO que jamais ! C’est la mĂȘme chose dans d’autres professions. Tous les chanteurs et musiciens, en tant que crĂ©ateurs, ont passĂ© des annĂ©es sans faire de shows, entre 2 albums. Ils vont chercher l’inspiration dans un environnement non stressant.

Le temps est venu d’investir un peu de temps en vous !

Votre premiĂšre rĂ©action sera de dire « non ». « Non, je ne peux pas. Non, je ne peux pas laisser mon travail pour une semaine. Non, j’ai besoin de m’occuper de ma maison, de ma famille, de mes amis. Non, c’estdĂ©finitivement impossible » ! Il est donc temps de vous demander : ĂȘtes-vous un esclave ou une personne libre ? Comment est votre vie ? Passez- vous du temps Ă  prendre soin de tout le monde, de tout ce qui vous entoure sans que personne ne prenne soin de vous ? Quelle est votre vraie valeur ajoutĂ©e ? Etes-vous un vrai leader ou juste un bon soldat aux ordres ? Etc.

Ne laissez jamais l’agitation guider votre vie !

La vie, ce n’est pas ĂȘtre Ă©puisĂ©, se reposer un peu, avant de recommencer Ă  ĂȘtre une sorte de machine humaine. Cela peut certes vous rassurer mais cela dĂ©truira votre efficacitĂ©, votre clairvoyance et tout simplement votre vie. Ce n’est pas ce que vous recherchez, n’est-ce pas ? Ni le burnout bien sĂ»r ? Pensez-y !

Que ceci vous inspire ! Epicez votre vie ! – DĂ©cembre 2017

Panthers vs elephants ! How many banks will avoid the Kodak syndrome ?

Fintech is the new revolution in financial services ! A number of you may not be aware of the huge development of this new branch of finance. It’s made of startups allowing customers to access a service (payments, investments, crowdfunding, peer to peer lending
) with no intermediaries. As founder of the Solvay Fintech Marketing Hub, I’m studying the emergence of this new sector and I can tell you that banks are worried. While some are not yet conscious of the danger of cannibalization, most now realized how fast they could be replaced by these new players. They are moving towards collaboration with them. But it’s the same clash of culture as we saw a few years ago in other industries.

We all know about the Kodak syndrome. To summarize the story, read

In 2012, Kodak, this huge profitable company « had managed to enter the exclusive club of companies, made their mark in common brands like: Aspirin, Bic, Canadair, Jeep, Post-it,
Kodak was a goose that layed golden eggs that nobody wanted to kill – especially not shareholders focused on short term results. The Top Management was « cool » and attended to a growing or stable trend of financial results, where everything was fine 
 so why introduce disruptive change? Its industry would eventually switch from analog to digital. But the time to wake up, to dare to make courageous decisions, to have courage – it’s hard after years of comfort
 it was too late.   Sony, Nikon, Canon were in place
 customers left and it was the end. Kodak disappeared in few months. »

kodak.bankrupt-945x315.jpgBanks now face the same challenge. As traditional players in a new moving game, first reactions of many of them were lack of vigilance and some degree of arrogance. Then, suddenly the Fintech trend is accelerating. Faced with the inevitable, some still take time to think, evaluate, consult and hold numerous board meetings leading to further analysis. Others are moving, investing, partnering, shaking their culture. But it’s tough ! We ‘re seeing a culture schock here. Many banks lived in a wadded atmosphere. They lost consumers’ confidence during the finacial crisis of 2008 and they didn’t wake up.

So the question now is : can banks be entrepreneurial again ? Well good practices examples are hard to find. We can point out Danske Bank, a Danish bank who decisively implemented a customer oriented approach, entirely reviewing their processes from the customer’s point of view.  Their last initiative is a co-created platform helping SME’s to better manage their treasury

Other examples are Banco Bradesco in Brazil, now allowing their customers to manage their accounts out of their Facebook page or Vietnamese VP Bank teaming up with TIMO a « lifestyle » Fintech venture founded by its Chairman Claude Spiese, and focusing on generations Y & Z

Fintechs are panthers, banks are elephants. Elephants are massive, strong and intelligent. Panthers are moving fast, they hunt and jump on their target with no hesitation. In this wild financial industry jungle, elephants will need to move fast. Will they ? Can they ? I’m not sure at all they will.  As a young employee of fintech TIMO put it recently when I interviewed her : « A bank was a place where the product was money
 Fintechs are businesses who just operate money, these are very different points of view…”   A great number of analysts believe that alliances between panthers and elephants is the solution. But merging these so different corporate cultures will be the most difficult challenge.

I think that it’s gonna be tough out there !

Be inspired and Spice Up your strategies

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My seven keys to happiness

My experience led me to understand that the pursuit of happiness is something that, apart from unexpected drama, comes from your inner self. The way you can balance good and bad moments of life will guide you to some kind of fulfillment. In order to reach that state, let me give you my seven keys to a happy life.

  1. Have a dream!
  2. Go away from toxic people !
  3. Believe in your inner feelings !
  4. Practice the art of « creative paradox » !
  5. Look for lazy times and
Carpe Diem !
  6. Go after responsibilities, not after power or money !
  7. Know your values and live in accordance with them !
  1. Have a dream! A dream so strong for you that you naturally will do everything you can to reach it.  This dream should be strong but not necessarily big. It may seem unreachable for others but you know that  « you » can do it. When I was 18 year-old, my dream was to live some day in the USA. I had this in mind and I knew I would do it. There was no doubt in my mind. There was a vision and whatever the way, I would do it. Go back to your childhood and you will find back your dreams !
  2. Go away from toxic people! This is something we learn with time. So, my young friends, beware of people who are poisonous. There are always some of them around. They sometimes want to make friends with you but they’re jealous and envious. They get you in trouble and want to take advantage of you. You don’t see it at first. But your real friends or parents soon feel it. You generally deny the fact. But as soon as you have doubts, put them aside as quickly as you can
  3. Believe in your inner feelings ! We always thinimages.pngk that our reason should dominate our emotions. We were taught that at school, at home, everywhere. Although we think that reason is the base of what we call « rational decisions », it’s actually the base of « rational analysis ». Decision is human, not rational. We are not robots. Let our feelings play a major role. Our feelings are our true self !
  4. Practice the art of « creative paradox » ! Life is made of trade offs. Faced with a number of decisions, in business or life, we always balance between various desirable but incompatible solutions. We tend to be dichotomic : it’s either black or white, good or bad, nice or nasty
 The world is now too complex to think that way. and we can be lost in dead end situations with all the stress that goes with it. So, be creative, look for the « and » instead of the « or ». Accept and practice the black and white, the good and bad, the nice and nasty.
  5. Look for lazy times and
Carpe Diem ! Being overcharged makes you feel good but it’s an addiction and addiction is always dangerous and leads to burnout or depression. Besides that, never stopping work, family or social activities makes you loose your abilty to have a sound judgement on facts. It cuts your mind from creativity and emotional intelligence. So, have your own regular lazy moments. It does not need to be long but it has to be regular. And be good to yourself ! Carpe Diem is a latin aphorism meaning « Pick up each day as a ripe fruit as tomorrow is uncertain».
  6. Go after responsibilities, not after power or money ! We live on this planet to accomplish some task for the good of mankind. If not, why are we here ? Most of us have the chance to go beyond mere survival issues and do something worth. It can be little things or big things but we should feel responsible. If you have the chance to be cherished by life, take on more responsibilities. But don’t chase power, honors or money. If you do, you will loose your freedom and abandon your responsibilities. You will be unhappy. Soon or later !
  7. Know your values and live in accordance with them ! it takes some time to know about your values sometimes. When we’re young, we often have some generous values. We believe in what is good, we want to change the f
ing world that our parents or society left us inheritance. Then, with age, we tend to forget these values. We’re more egocentric, too serious, too reasonable. So we loose our power to change the world and we tend to feel frustrated. Well, it’s time to restate your values, select the most important ones in your eyes and check if your life is in accordance. If not, be brave and change your life ! When you’ll be really old, it will be too late to regret it.


Check your current life and see if you have the keys to happiness. If not, find them ! You’re worth it !

Be inspired and Spice Up your life !



Send the 4 P’s to the museum of marketing !

I meet a number of professionals almost every week, some of them quite young, and I’m still surprised by the persistence of old mythical models in business. It seems impossible to read reports or hear presentations without being confronted with the 4P’s, the Porter 5 forces, some SWOT’s, etc. Generally tinkered and badly applied by people who never read the authors’books. It’s just a mess !

This is the case for the famous 4P’s. A lot of people think marketing equals 4 P’s. It’s just terrible !

Think about that:

  1. The 4 P’s model was developed in 1954, more than 60 years ago by Prof McCarthy (not by Philip Kotler as many believe). Do we still drive 1954 cars ?
  2. The 4P’s don’t take into account segmentation analysis and targeting / positioning decisions that are key in strategic marketing
  3. We are no more in the marketing of products. We are now marketing concepts: we sell solutions, service, image, customer experience . The 4P’s doesn’t take that into account
  4. The 4P’s mix in the same category strategic elements (pricing) and operational elements (promotion): it doesn’t make sense
  5. The 4P’s neglect the essential idea of value creation through branding, experiential marketing, service programs,
 all took much importance in recent yearsimages.png

So, please, look for other models when you think about marketing ! Or maybe forget about models !

According to James Donius, Managing Director at Marketplace Measurement Worldwide, « a Marketing Model is a stylized representation of reality that is easier to deal with and explore for a specific purpose than reality itself. (Lilien, Rangaswamy) » – See more at:

The problem is that the reality is quite complex and ambiguous today and trying to simplify it and to put it in a rigid costume leads to a distorsion of that reality. We should find other ways to express our views. See the reality through different lenses.

Modeling should not be oversimplifying. I recommend that we describe real phenomenons through a think back step and stop approach, starting from the decision we want to make (e.g., choosing a SPICE UP positioning concept), listing the questions we need to answer to get to that decision, then specifying how to get these answers, and so on.templates-22.jpg

I have no space to detail this here but do not hesitate to contact me should you be interested to discuss moreabout it.

We might not have found new solutions yet to describe the complex realities of today but something is sure : forget about the 4 P’s and send it to the museum of marketing !

Be inspired and Spice Up your marketing !

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SPICE UP your strategy !

Most of the time, when I read strategic plans, I’m struck by their triviality. I think : « another bunch of platitudes ».  No specificity. No creativity. No excitement. I don’t want to criticize my friends working in top consultancy firms, or others in megacorporations, but I must say that I rarely found anything vivid in their technocratic strategies.

Time of classical strategic analysis has passed. The world is too unpredictable and the notion of tradtional competition itself is obsolete. And when I see some of my students still pulling out the old 5 forces Porter model out of their bags, I ‘m just frozen !


Strategic thinking should be supported by new paradigms. A number of entrepreneurs will even argue that you don’t need strategies. They’ll talk about agility and design thinking, creativity and innovation. But these are methods and attitudes. Strategy is about setting directions, making clear decisions and giving sense to action.  Being in a middle of chaos or lost in a jungle doesn’t change anything to that.

As a number of my colleagues, professors and analysts, have been addressing these issues recently, I’d like to point out another way to think of strategies. This comes out of my understanding of a number of cases I have been observing, analyzing and teaching.

Whatever method you used to generate your strategic scenarios, I recommend that you SPICE UP your final option.

SPICE UP is a model I developed a few years ago to understand how you can better position a brand or a corporate value proposition. S.P.I.C.E stands for Sexy, Personality, Intelligence, Community and Emotions. U.P. means Ultimate and Personalization. If you’re strong on all these points and if you can blend them into a distinctive concept, the chance is you can build a strong, great, distinctive story around it !


Let’s take an example. Apple, the biggest capitalized company in the world, is a S.exy brand. People don’t buy apple products on reason, they just want them ! So much that they’re ready to pay an enormous premiumvs competitors. The brand has a strong P.ersonality, long associated with its founder Steve Jobs. Apple is a company promoting I.ntelligent solutions for intelligent people . They created an extremely strong C.ommunity of users and ambassadors. Apple plays constantly on E.motions. Finally, Apple means for its. fans « the U.ltimate choice ». And they engaged very soon in product design that would entail P.ersonalization.

So, it’s time to SPICE UP your strategy and create more value than ever ! 

Be inspired !

Where is your mentor ?

We all need mentors.  It’s a question of good balance, better performance and
happiness ! Look at great sports(wo)men or great show performers. They may be at the top in in their field, they may master all professional skills, they may excell in using the newest techniques but they nevertheless work day by day with a personal coach.

In business as in life, mentoring brings the serenity needed to face new challenges. You can’t make wise decisions if you don’t sit back and reflect in a non-stressful atmosphere, with no interference from outside pressures or hierarchy. You need to share and reflect. You have to voice your doubts in full confidentiality. Then you’re ready to go back to the field.


Most of my younger friends agree with me on the idea to be mentored but they often ask me : « Where can I find my mentor ? And by the way, what is a good mentor ? ». Actually, answering the second question first might help answer the first

Mentoring is sharing experience for a better performance and a better being. So you need to be mentored by someone who is a good listener. Someone who will not judge any of your thoughts or behaviors. Not judging but understanding. Someone who will not make decisions in your place but clarify the options, suggest new alternatives and illuminate your mind.

Experience is another thing you will look for in a mentor. If you need to solve strategic business problems, look for someone who already experienced strategic problem solving. If you need to share human relationships issues, search for someone who faced a number of relationship situations in the past. A mentor is not a friend. Rather a benevolent person who will reassure and push you to go over your own limits.

Mentoring is a one to one interaction, based on trust and understanding. It’s the process of providing personal advice on how to approach business problems and life. Trust is something you can’t formally define. You need to feel it. And it works both ways. As a mentor myself, I met some mentorees who were not sincere about their intentions. They had a hidden agenda linked to internal politics or a need to gain power instead of improving themselves. In that case, I could not trust them and declined mentoring them.

So, where can you find a suitable mentor ?


Some big groups offer that opportunty to young managers. They assign an internal mentor, a senior executive not working in the same team or the same country. But it’s not frequent. So, you need to be smart. Go networking with people older than you. Locate « good people », those who listen and talk rarely but wisely. Let your feelings play. Ask for a lunch or dinner and share some problems unformally, just to see. If you feel comfortable, you might ask for more.

If you want to have a more professional approach, go for a professional mentor. It may look expensive sometimes but actually, the time you need to spend with him or her is quite limited, so overall, it’s great value.

Be inspired.



FINTECH, the new playground for marketing professionals

My team and I put together the Fintech Marketing Hub inspiration days this last week ( and I got inspired by a number of young Fintech entrepreneurs who are challenging the banking and financial services industry. The Solvay Fintech Marketing Hub is an innovative independent world-class lab specialised in the marketing of tech-based financial services. We launched it 2 years ago with the support of a major actor in the finance industry.

A number of you may not be aware of the huge development of this new branch of finance. Fintech becomes a sector competing with traditional services like banking. It’s made of startups allowing customers to access a service (payments, investments, crowdfunding, peer to peer lending
) with no intermediaries. Banks are worried. Some are not conscious of the danger of cannibalization. Some others now realized how fast they could be replaced by these new players and are moving towards collaboration with them. But it’s the same clash of culture as we saw a few years ago in other industries.

As marketer, I’m most interested by detecting and understanding the new challenges appearing in these businesses. One of the goals of the Fintech Marketing Hub is to help Fintech entrepreneurs to address these challenges in the most agile way, train them and also advise them so they can be more successful.


Let me first restate what marketing means today.

For a long time marketing was restricted to a support function aimed at just generating more sales. Then, it evolved as a set of techniques aimed at delivering value to customers and generating satisfaction. This led to the emergence of customer-focused corporate cultures, solution-based products and services, customer care programs and the like. This is called demand-based marketing.

Now we entered a new era, a time when marketing is at the heart of the entrepreneurial process. Detecting opportunities, practicing creativity as the source of innovation, setting up new business models leading to market creation. We call it innovation-push and it’s the new game of marketing.

This new game means new rules but we don’t know yet what these new rules are. We must invent them day by day. Of course we have new buz words like « agile marketing », « content marketing » or « digitalization » but most entrepeneurs I meet ask me basic questions like « how can I recruit more customers ? », « how can I make my customers loyal ? », « how can I build trust in my brand ? », « how should I price my services ? », etc. This is reinforced by the fact that most Fintech managers are coming from the IT or the financial worlds and lack marketing knowledge.


That’s why Fintechs are an ideal field to invent marketing of the future. Marketing of the past is easy to grasp ! Just google « marketing plan » and you will see dozens of templates, book references or articles that will inform you about what was (and still is) usually done. But it is of no use here !

We face new challenges like :

  • How do we make sure that our product meets a market ? And by the way , which market ?
  • Besides a product, what is the real « value proposition » ? And how should we price it ?
  • How do we differentiate our business vs competitors now and in the future ? Who are the real competitors ?
  • How do we set up a strategic marcom plan ? Target, content, tools, budget

  • How do we recruit enough customers to reach breakeven as soon as possible ? What are the right customers to go after ?
  • How do we create and monitor customer delight ?

Success of business comes from a smart combination of strategy, marketing, money economics and supply chain architecture. The new Fintech sector now needs to address marketing issues in a professional way. Marketing people can find here new opportunities to show their talent !

Be inspired !

For those interested in knowing more about Fintech, here are some links :

My seven rules for today great marketers

The world is changing. Consumers are changing. Marketing is changing.

However, when I observe some young marketers, I sometimes feel like I’m watching politicians. They enter the profession with a lot of ideals and after a few years it seems they forgot all of them. They are taken by the job. They are prisonners of their ambition. They forget about the ultimate goal of marketing – i.e. creating value and delivering satisfaction – in order to focus on short term sales and profit because they think they will be judged on that !

Besides the fact that it’s futile, this attitude is also pointless and useless in the context of today ‘s marketing. That’s why I want to offer here my seven rules to follow if you want to always be a great marketer.

1. Practice real marketing, not fake marketing
It’s just basic but very often forgotten. Real marketing is the process of generating a long term sustainable flow of revenue thanks to a mix of 3 ingredients : customer loyalty, strong reputation and constant innovation. If you focus on short term sales, you’re not a marketer, you’re a salesperson. If you focus on short term profit, you’re not a marketer, you’re a finance person. Explain that your boss !

2. Forget about models: real life is never as in the models
I’m used to see students and young professionals use models. They feel comfortable drawing matrices, tinkering a SWOT or swinging everything into a business model canvas ! Most of the time, it’s poorly done. It does not have the substrate necessary for understanding the key issues.
Forget about all that. Organize your ideas differently. Create your own model, your own canvas, your own plan. Make powerful analysis based on your own reality. And forget about the 4p’s, it’s just all stuff of the 1950’s !

3. Understand the world and immerse yourself constantly in the society
Great detectives like to smell the scene of the crime ! They don’t stay in their office. They’re in the field. Great marketers also. To address customers’needs and understand behaviors, you need to penetrate the society. Not only your own circle of millenials but also and foremost all layers of the population. Not only your own country or city but also other places in the world. Not only on some days or weekends but at all times. Every 4 or 5 years, take 3 to 6 months to travel around. Open your eyes and your ears and rediscover the world.

4. Be a citizen: responsible, respectful, militant
Marketing today is about being engaged. Brands should mean something else than quality, reliability and seduction. As a marketer you have a strong influence on society. You have the power of words, the power of action and sometimes the power of money. It’s a high responsibility. Use it wisely but use it. Don’t use demagogy to sell your stuff. Respect the customer, respect the product and respect yourself. When time will come to reflect on your life, be sure you’re proud of what you did as a professional.

5. Be sexy but not over-sexy: be genuine and authentic
Marketing is about seduction, right ? Seduction is the process of deliberately enticing a person, to engage in a relationship. But as Tom Martin wrote in Advertising Age                   « 
seduction is hard. It requires time, patience, skill and a willingness to give before you get
 »  In marketing as in real life, fake behavior may get you short term recognition but will eventually result in some kind of disaster. Consumers were often mistreated and have been too often deceived. They became suspicious. Authenticity is what will make you win the hearts of your clients !

6. Have an immense culture: read, listen, discuss
Complex, paradoxal, ambiguous. This is how our world is now. It makes it hard to understand, even when you rely on the best experts to help you. And most people became so ignorant today that those who are cultivated have a definite advantage when comes the time to perceive reality and find great solutions. Cultural intelligence has never been so crucial for leadership and success. Be distinctive. Spend time, much time, to build and maintain a solid CQ (Cultural Quotient). Read less business books and more essays. Attend conferences, discuss with philosophers and devour TEDx talks

7. Sleep with your customers 
When I started my career in marketing at Procter & Gamble, my boss took me in his office and urged me to take home a full load of P&G products. « You should use your products » he told me. « You should love your products. You should sleep with your products ». He was right. At that time, product marketing was the ultimate strategic posture. Today these times are gone. Marketing is about offering solutions to customers, bringing them the most value, oversatisfying them. To do so, you need to know your clients intimately. So, if he were here today, my ex-boss would say : « know your customers, love your customers, sleep with your customers
 » 

Marketing may be about technique but it’s about attitude and mind openness before all ! A marketing person should be madly curious, a fierce fan of new trends and intensely passionate. S(he)’s the one who will open the eyes of her (his) organization, stimulate everyone’s mind and fight for innovation and creativity of all.

Be aware of your responsibility and be inspired !