A recorded video discussion between James McQuivey, VP Principal Analyst at Forrester; Morten Albæk, Philosopher and Founder at Voluntās and Sebastian Jespersen, CEO at Vertic.
Morten Albæk is a philosopher, and founder of advisory company Voluntās, which specializes in advising companies, leaders and governments on how to create and drive a meaningful culture, brand and society. He serves as chairman of the independent digital agency Vertic, is a former honorary professor and the author of several books latest ‘One Life: How we forgot to live meaningful lives’ – the best-selling philosophical book in Denmark in recent years. Published in English in 2019, the book is underway in Russian,Norwegian, Korean, Ukrainian, German et al. Morten was selected by Fast Company as one of the 1,000 most creative business people in the world, and The Internationalist ranked him among ‘20 Inspiring Marketers of the First 20 Years of the 21st Century.’
James is a Vice President, Principal Analyst at Forrester. He serves the CMOs of the biggest companies in the world. James is the foremost analyst tracking and defining the power and impact of digital disruption on traditional businesses. His consumer models identify the ways consumers have embraced digital experiences and platforms, and his strategy models help companies prepare to serve those consumers. He applies this knowledge to a wide variety of industries, from consumer media to consumer technology, from financial services to retail and consumer products.
Innovator and founder of digital agency Vertic. Both a business strategist and breakthrough digital thinker, he has successfully taken a start-up from the birth of the online marketing era through to the marketing world’s new internet playground. All while shepherding Vertic to extraordinary year-on-year growth and profitability. Today, Vertic services the world’s largest brands such as Microsoft, SAP, and GE. He is the co-creator and co-author of the book “Share of Life®” along with the ‘Godfather of Direct Marketing’, Stan Rapp, Co-Founder of Rapp & Collins and a vital character whose life has been captured during the original Mad Men era.
One life & the role of technology
What should brands do?
A discussion between three thought leaders on what consumers and businesses will expect as they evolve to the new normal. With their diverse backgrounds, the three offer different perspectives of this recovery from a business standpoint, a social & economical one, and a philosophical one. This holistic view can enlighten companies, their customers, and their employees on how to adapt and embrace the new reality. In the discussion, the speakers touch upon the following themes:
Life is not going to snap back to where it was before. Behavioral patterns are going to change forever. Fundamental change in how people live requires fundamental change in how we attract and keep customers. This should not be entirely surprising, as this shift has been taking place gradually for some time, and the COVID-19 situation has merely acted as a change agent in accelerating its arrival. What does it look like? How are we going to communicate, do business and live our life?
A month deep into the crisis, after experiencing panic, paralysis and uncertainty, we have started to adapt to and adopt new habits and a new way of structuring our life. These new habits and a stronger sense of purpose will likely help us find better ways of doing business. We will develop more effective digital methods for interacting with partners and brands, collaborating with colleagues and keeping up with customer expectations. The discussion talks about how to respond to the crisis in these extraordinary times , both in your business life as well as personal one.
As we recover from this extraordinary time, digital has now become the primary fabric for any kind of intimate relationship: between brands and customers, between companies and their employees, between colleagues, as well as all individuals. This is a time for brands to innovate and rethink their relationship model within the digital space, where they share their values with customers, create experiences with them and rely on it for business continuity.