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#bmgen: The Story of a Bestselling Management Book

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These are the slides of my talk at the join IMD/MIT program "Driving Strategic Innovation". I talked about how we turned Business Model Generation into a bestseller with co-creation, design, and guerrilla marketing.

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#bmgen: The Story of a Bestselling Management Book

  1. #bmgen: The Story of a Bestselling Mgmt Book a tale of co-creation, social media and guerilla marketing AlexOst erwalde r.com @busin ess_des ign
  2. some industry context
  3. # number of books published exploding [Steven  Piersanti, President, Berrett-Koehler Publishers, 2010]
  4. 1,000,000 new book titles were published in the U.S. in ʼ10
  5. 11,000 new business books appear every year
  6. # book sales declining (despite publ. explosion) [Steven  Piersanti, President, Berrett-Koehler Publishers, 2010]
  7. 12% decline of sales in major bookstore chains (ʻ07-ʼ09)
  8. # average book sales are shockingly small [Steven  Piersanti, President, Berrett-Koehler Publishers, 2010]
  9. 250 copies is the yearly sales of the average U.S. non-fiction book
  10. A book has less than a 1% # chance of being stocked in an average bookstore [Steven  Piersanti, President, Berrett-Koehler Publishers, 2010]
  11. 250,000 business books are fighting for shelf space
  12. buzz group
  13. ? how would you create a bestselling management book in this context?
  14. the traditional publishing model
  15. tomorrow?
  16. from a an authorʼs from publisherʼs industry today perspective!
  17. BusinessModelGeneration.com
  18. ? do you want to know how we did it?
  19. 3 topics how it all the global results, started bestseller learnings, +
  20. how it all started... 1
  21. I come from the land of Heidi…
  22. I have a PhD in the field of…
  23. as a book author I was a…
  24. a no- name
  25. but try searching…
  26. because of…
  27. m y old blog
  28. because of…
  29. Slideshare.net/Alex.Osterwalder
  30. because of…
  31. that led to...
  32. where I talk about...
  33. how to design & find new business models
  34. we decided to write a
  35. BUT
  36. “ you can’t write about business model innovation without an innovative business model ”
  37. right?
  38. the global bestseller 2
  39. ? what is it that you donʼt like about business or management books?
  40. we changed the format
  41. we listened to…
  42. management books are often…
  43. too fat
  44. too light
  45. too unpractical
  46. Pellentesque sed quam in eros ultricies fringilla. Aliquam posuere massa tristique lacus porttitor rhoncus. Cras nec felis sit amet magna suscipit consequat. Nulla id tincidunt neque. Donec at nisl vel nisl varius dapibus et quis leo. Sed malesuada semper mauris vel aliquet. Nullam condimentum sollicitudin risus, eu porttitor arcu pulvinar id. Vestibulum vel augue nibh. Praesent sit amet tellus placerat velit dictum accumsan at eu arcu. In semper, quam eu dignissim imperdiet, quam ante fringilla nisl, cursus porttitor ligula diam eget nibh. Maecenas eget libero est. Duis pharetra justo eget diam accumsan at cursus nisl accumsan. Cras placerat purus eu sapien convallis ac ultrices augue suscipit. Praesent eros metus, pellentesque et accumsan sed, accumsan id mi. Sed nec nisl ipsum. Vivamus imperdiet, leo eget commodo dapibus, nunc tellus vestibulum metus, vel venenatis neque mi vitae tortor. Aenean dui neque, vehicula id dictum eget, interdum ut enim. In euismod consectetur ultrices. In nulla nulla, porttitor id iaculis ac, porttitor eu diam. Morbi pellentesque ultricies lacinia. Duis sit amet ipsum risus, eu pulvinar diam. Vestibulum lacinia, elit et dictum sagittis, mauris tortor viverra augue, a vehicula libero sapien nec arcu. Vestibulum bibendum dictum tellus at vulputate. Ut ut volutpat odio. Integer sit amet neque non nisi tincidunt consectetur. Praesent hendrerit tristique porttitor. Nullam in ligula eget risus sodales dictum. Quisque sed nibh at ante volutpat venenatis in sit amet enim. Phasellus in mauris non purus gravida mattis nec ut augue. Etiam eget nisl id quam volutpat facilisis nec quis arcu. Maecenas pharetra tristique urna, quis convallis odio dictum vel. Aliquam mi tortor, adipiscing non interdum eget, commodo et felis. Pellentesque aliquam, ante vitae venenatis cursus, tortor neque ultricies tellus, aliquam adipiscing dolor ipsum eget mi. Donec eu mauris sed nibh egestas vulputate quis sed neque. Nunc hendrerit tempor nulla mattis sollicitudin. Donec pulvinar est id lorem cursus elementum. Nunc condimentum dapibus libero a porttitor. Nulla id turpis metus. Morbi nisi lacus, luctus sed ultrices pulvinar, fermentum eget diam. Aenean ante quam, mattis at commodo id, volutpat sagittis magna. Ut pharetra fringilla tristique. Donec feugiat, nisl ut sagittis facilisis, tortor justo pharetra magna, sit amet euismod nulla justo et enim. Sed at elit id nibh feugiat viverra. Mauris mollis sapien id augue facilisis viverra. Curabitur eleifend too text- posuere eros, quis feugiat mauris viverra consequat. Proin ut arcu vel nibh suscipit placerat nec non neque. Maecenas lectus velit, egestas at molestie a, aliquam nec nulla. In in lectus vel nisl porttitor eleifend et non mauris. Pellentesque imperdiet, felis eu laoreet feugiat, urna purus vulputate leo, a cursus nulla massa ac turpis. Fusce eu mauris in nibh dignissim porta sit amet vitae nulla. Cras venenatis odio at enim iaculis aliquam. In rutrum ornare quam, nec ultrices justo euismod vel. Donec in ligula lacus. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Morbi feugiat elit a turpis ullamcorper scelerisque. Etiam ut tincidunt leo. Vestibulum quis ullamcorper mauris Integer venenatis tellus a augue venenatis lobortis. Donec rhoncus nisi fringilla erat tempus pulvinar. Nullam eu erat lacus, ut sollicitudin massa. Nullam nulla nisl, posuere id auctor ac, bibendum ac nisl. Vestibulum consequat ultricies risus, eu tincidunt enim feugiat interdum. Etiam cursus adipiscing libero, eu commodo metus imperdiet et. Aliquam bibendum posuere mauris sit amet egestas. Aliquam mattis mi nec sapien condimentum et luctus ligula ornare. Donec eu lorem nisi. Maecenas ut mauris diam. Vestibulum vel velit eu justo malesuada pellentesque. Donec enim orci, congue at sollicitudin eget, imperdiet in magna. Quisque sed velit justo. Aenean pulvinar erat id massa laoreet vitae sagittis lectus aliquam. Maecenas tristique nunc eget sem tempus fringilla. Sed vel purus a mauris semper interdum. Pellentesque sed quam in eros ultricies fringilla. Aliquam posuere massa tristique lacus porttitor rhoncus. Cras nec felis sit amet magna suscipit consequat. Nulla id tincidunt neque. Donec at nisl vel nisl varius dapibus et quis leo. Sed malesuada heavy semper mauris vel aliquet. Nullam condimentum sollicitudin risus, eu porttitor arcu pulvinar id. Vestibulum vel augue nibh. Praesent sit amet tellus placerat velit dictum accumsan at eu arcu. In semper, quam eu dignissim imperdiet, quam ante fringilla nisl, cursus porttitor ligula diam eget nibh. Maecenas eget libero est. Duis pharetra justo eget diam accumsan at cursus nisl accumsan. Cras placerat purus eu sapien convallis ac ultrices augue suscipit. Praesent eros metus, pellentesque et accumsan sed, accumsan id mi. Sed nec nisl ipsum. Vivamus imperdiet, leo eget commodo dapibus, nunc tellus vestibulum metus, vel venenatis neque mi vitae tortor. Aenean dui neque, vehicula id dictum eget, interdum ut enim. In euismod consectetur ultrices. In nulla nulla, porttitor id iaculis ac, porttitor eu diam. Morbi pellentesque ultricies lacinia. Duis sit amet ipsum risus, eu pulvinar diam. Vestibulum lacinia, elit et dictum sagittis, mauris tortor viverra augue, a vehicula libero sapien nec arcu. Vestibulum bibendum dictum tellus at vulputate. Ut ut volutpat odio. Integer sit amet neque non nisi tincidunt consectetur. Praesent hendrerit tristique porttitor. Nullam in ligula eget risus sodales dictum. Quisque sed nibh at ante volutpat venenatis in sit amet enim. Phasellus in mauris non purus gravida mattis nec ut augue. Etiam eget nisl id quam volutpat facilisis nec quis arcu. Maecenas pharetra tristique urna, quis convallis odio dictum vel. Aliquam mi tortor, adipiscing non interdum eget, commodo et felis. Pellentesque aliquam, ante vitae venenatis cursus, tortor neque ultricies tellus, aliquam adipiscing dolor ipsum eget mi. Donec e mauris sed nibh egestas vulputate quis sed neque. Nunc hendrerit tempor nulla mattis sollicitudin. Donec pulvinar est id lorem cursus elementum. Nunc condimentum dapibus libero a porttitor. Nulla id turpis metus. Morbi nisi lacus, luctus sed ultrices pulvinar, fermentum eget diam. Aenean ante quam, mattis at commodo id, volutpat sagittis magna. Ut pharetra fringilla tristique. Donec feugiat, nisl ut sagittis facilisis, tortor justo pharetra magna, sit amet euismod nulla justo et enim. Sed at elit id nibh feugiat viverra. Mauris mollis sapien id augue facilisis viverra. Curabitur eleifend posuere eros, quis feugiat mauris viverra consequat. Proin ut arcu vel nibh suscipit placerat nec non neque. Maecenas lectus velit, egestas at molestie a, aliquam nec nulla. In in lectus vel nisl porttitor eleifend et non mauris. Pellentesque imperdiet, felis eu laoreet feugiat, urna purus vulputate leo, a cursus nulla massa ac turpis. Fusce eu mauris in nibh dignissim porta sit amet vitae nulla. Cras venenatis odio at enim iaculis aliquam. In rutrum ornare quam, nec ultrices justo euismod vel. Donec in ligula lacus. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Morbi feugiat elit a turpis ullamcorper scelerisque. Etiam ut tincidunt leo. Vestibulum quis ullamcorper mauris Integer venenatis tellus a augue venenatis lobortis. Donec rhoncus nisi fringilla erat tempus pulvinar. Nullam eu erat lacus, ut sollicitudin massa. Nullam nulla nisl, posuere id auctor ac, bibendum ac nisl. Vestibulum consequat ultricies risus, eu tincidunt enim feugiat interdum. Etiam cursus adipiscing libero, eu commodo metus imperdiet et. Aliquam bibendum posuere mauris sit amet egestas. Aliquam mattis mi nec sapien condimentum et luctus ligula ornare. Donec eu lorem nisi. Maecenas ut mauris diam. Vestibulum vel velit eu justo malesuada pellentesque. Donec enim orci, congue at sollicitudin eget, imperdiet in magna. Quisque sed velit justo. Aenean pulvinar erat id massa laoreet vitae sagittis lectus aliquam. Maecenas tristique nunc eget sem tempus fringilla. Sed vel purus a mauris semper interdum. nostra, per inceptos himenaeos. Morbi feugiat elit a turpis ullamcorper scelerisque. Etiam ut tincidunt leo. Vestibulum quis ullamcorper mauris Integer venenatis tellus a augue venenatis lobortis. Donec rhoncus nisi fringilla erat tempus pulvinar. Nullam eu erat lacus, ut sollicitudin massa. Nullam nulla nisl, posuere id auctor ac, bibendum ac nisl. Vestibulum consequat ultricies risus, eu tincidunt enim feugiat interdum. Etiam cursus adipiscing libero, eu commodo metus imperdiet et. Aliquam bibendum posuere mauris sit amet egestas. Aliquam mattis mi nec sapien condimentum et luctus ligula ornare. Donec eu lorem nisi. Maecenas ut mauris diam.
  47. so we looked outside…
  48. made it more appealing…
  49. we decided to designed the book …
  50. BOOK PROTOTYPE
  51. what about the business model?
  52. ld style o
  53. ld style o
  54. ld style o
  55. ld style o
  56. ld style o
  57. yawn
  58. let’s forget publishers and break the rules
  59. get people to pay to help us write our book
  60. buzz group
  61. ? how do you get people to pay to help you write a book?
  62. we already had…
  63. new style
  64. we built a Hub…
  65. new style
  66. new style
  67. new style
  68. $24.-
  69. $36.-
  70. $54.-
  71. $81.-
  72. $250.-
  73. why did people pay for the Hub?
  74. be the first
  75. be part of something BIGGER
  76. learn from each other
  77. what about production & distribution?
  78. content, design & coordination?
  79. print & distribution?
  80. fulfillment by Amazon
  81. results, learnings, outlook 3
  82. results
  83. # 120ʼ000 #bmgen copies in print (Feb ʼ11)
  84. top 10 softcover business # books year-to-date (after 9 months on the shelves)
  85. # 17 #bmgen translations planned for 2011
  86. # Business Model Canvas used around the world
  87. learnings
  88. co-creation and # transparency = increased vulnerability
  89. # you canʼt control it so you need to govern it
  90. co-creation and open # innovation is often more work
  91. distribution is a # commodity / attention is the new scarcity
  92. most co-creators will # be fairly passive most of the time
  93. outlook
  94. 150.- USD
  95. THANK YOU! BusinessModelGeneration.com AlexOsterwalder.com BusinessModelAlchemist.com Twitter: business_design

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