Pearson Business School 3 min read

Guest talk from ASOS Ventures Co-Founder, Daniel Bobroff

Taylor O'Callaghan

Taylor O'Callaghan posted on

At the end of November we were lucky enough to be joined by ASOS Ventures Co-Founder and Coded Futures Founder Daniel Bobroff, who joined our current and prospective students (and staff) to discuss what it takes to be a ‘Game Changer’ and make it in the industry.

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As well as sharing some great anecdotes from his incredible career, Daniel told attendees the 4’s C’s he believed would get you in the right direction of where you need to be:

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CULTURE

  • Ask the right questions: and don’t shy away from the tough ones
  • Find your voice, your meaning and your purpose: take Eddie the Eagle or example - everyone laughed at him at first but when he made his vision clear we stopped laughing at him and laughed with him)

CREATIVITY

  • Storytelling: Tell your story creatively - whether that’s through Webinars, Social Media, Videos or blogs - make sure your customer can learn about you in engaging way!
  • Community: We’re the most social generation and “millennial” is not a state of age it’s a state of mind.
  • Be your own brand: Mass messages can’t be pushed out anymore and work as well or be believed as well as they did previously.
  • Beyond the influencer: you don’t need to have masses of followers anymore - you just need a loyal following of any number to become a micro-influencer.

COMMITMENT

  • How many hours does it take to be an expert? 10,000 (according to Malcolm Gladwell)
  • You have to be committed to the hard things - which at the moment is data
  • Data is now the “oil” of our generation
  • 60% of the worlds job’s haven’t even been created yet!

How else is technology evolving?

  • Voice search: 10% of Amazon’s search terms were by voice which equates to about 50 billion a month
  • Visual search: this is still not understood by most companies but is catching up rapidly. Some companies are trialing this to search to see if things are in stock and to recognise if customers are happy or sad when purchasing items in stores.
  • Platform Vs Pipeline: The more traditional models of “pipeline” businesses are out and “platforms” companies are in. Take Uber and AirBnB for example, their role is not to own both asset and control, they want to own the asset but give users the control.

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CUSTOMER

  • Passion: Whichever role you end up working in, you have to be passionate about your customer. He gave a great example as ASOS - who are passionate about making clothing and accessories for 20-somethings. They understand their customer and strive to meet their needs.
  • Fast: We’re a generation of Veruca Salts who want everything yesterday - so we have to educate customers early on in the process. When thinking of this in a retail setting - you don’t want your customers refunding something because it’s not what they thought it would be - you have to give them everything they need up front.
  • Experience: Don’t just provide the standard type of service - you should strive to enhance their experience. An example of this that Daniel provided was EMART, who have heavily invested in an autonomous shopping cart that will find everything for you, tell you the descriptions of the products and will even take everything to the car for you.
  • Differentiate: Make yourself stand out to your customers. The example Daniel used here was Hilton Hotels who used VR in collaboration with a whiskey brand to show a “rare journey” - where customers sampled the whiskey whilst going on a journey of discovery and watching it being made.
Guest talk from ASOS Ventures Co-Founder, Daniel Bobroff
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