Wim van Melick - The Global Reading Club

A Guide to Thought LeadershipWim van Melick Ogilvy | Social.Lab

Amsterdam

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A continuously refreshed knowledge and learning platform

for every Ogilvy employee, regardless of function or geo-region.

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“I read all the books about our industry”

1948

David Ogilvy Chateau de Touffou in Bonnes, France.

This is Chateau de Touffou in France, where David Ogilvy’s library is still kept intact.

David was a passionate reader.

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What is Thought Leadership?

“Thought Leadership is one of the pillars of Ogilvy’s culture”

“Thought Leadership is the value of

innovative thinking”

“It is about pushing the boundaries

of current thinking”

“Outsmarting the competitors, the clients

and collegues”

“Thought Leaders drive the conversation on a subject that matters”

“Being ahead of the pack”

“Be dedicated to the notion of professional progress”

“Planners must have a reservoir

of knowledge”

“You are as good as your

sources”

“Being a knowledgeable subject-matter expert is at

the heart of being a Thought Leader, an authority”

Your legitimate shortcut to published Thought Leadership

You can now absorb the content of relevant business books in a matter of hours

www.globalreadingclub.com

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Introduction to The Global Reading Club

The secret of professional and personal development is to read.

Worldwide research* reveals that the overwhelming amount of information, coupled with the lack of effective tools and standardized formats of information holds back knowledge workers from reading. The same research discovered that the number one problem that keeps people from reading books, is TIME.

In August 2015, Ogilvy launched The Global Reading Club with the purpose to stimulate Thought Leadership. It is FREE for ALL Ogilvy employees, wherever in the world. It is the Google way of doing business: “The power of sharing for FREE”. You can now absorb key insights, ideas and get inspiration from a range of books in a matter of hours. The Global Reading Club aggregates the most useful knowledge, insights and inspiration, from internal and external Ogilvy, into one location. It is an open learning platform. It is a library of books important to our business, transformed into Summaries, Mindmaps, Elevator Pitches, TEDx Talks, Interviews with authors, Podcasts and ready-to-use Workshops.

The Global Reading Club encourages knowledge sharing and collaboration with colleagues, peers and clients, across all disciplines, and all function levels.

No TIME to read is no longer an excuse. You can absorb key Thought Leadership knowledge in an user-friendly way. It helps to organize your life in gathering, absorbing and applying knowledge.

Planners are the early adopters of new thinking and applying knowledge. Join them.

*Source: Bersin by Deloitte 2015

What Thought Leaders sayabout reading

Jennifer Jamieson

David Ogilvy

Tom Peters

Satya Nadella

Wim van Melick

Seth Godin

Mark Twain

Mark Zuckerberg

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Jennifer Jamieson Ph.D

“Ogilvy’s strategy community needs a reservoir of published Thought

Leadership from a range of sources”

Seth GodinAmerican Author

“In medical school, an ongoing lesson is that there will be

ongoing lessons. You’re never done. Surgeons and internists are

expected to keep studying for their entire career – in fact, it’s

required to keep a license valid.”

“In business, people who manage, who go to meetings, who market, who do accounting, who seek to change things

around them - knowledge workers - often act as if they’re fully baked,

that more training and learning is not necessary but even a distraction.”

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“Because I am reading, I am ahead of a lot of people who

ought to be way ahead of me.”

Tom PetersAmerican Author

“I’m excited for my reading challenge. I’ve found reading books

very intellectually fulfilling. Books allow you to fully explore a topic and immerse yourself in

a deeper way than most media today. I’m looking forward to shifting

more of my media diet towards reading books.”

Mark ZuckerbergFounder & CEO Facebook

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“We must encourage the shift toward

a learning culture”

Satya NadellaCEO Microsoft

“The person who doesn’t read is no better off than the

person who can’t read.”

Mark TwainAmerican Author (1835-1910)

EATING THE BIG FISH WORKSHOP

HOW CHALLENGER BRANDS COMPETE

Eating The Big FishHow Challenger Brands Can Compete Against Brand Leaders

by Adam Morgan

Creativity is basis for the Challenger Brand business strategy.

They create the ‘Unreasonable Consumer’, by surprising and delighting them.

Challenger Brands make a habit of setting impossible goals for themselves.

Winning in the age of the unreasonable consumers

1 Market leaders enjoy many benefits of critical mass • They benefit from size advantage • This advantage increases

exponentially the larger they get • There is a strong correlation

between share of voice and share of market

• Over 20% share of market, spending becomes less to increase market share

2 The Law of Increasing Returns • Brand Leaders earn twice

as much top-of-mind awareness and spend less

• Segment leaders enjoy a much higher share of shopping

• Purchase frequency and loyalty increases - Double Jeopardy0

• Brand leaders therefore make more money

• Smaller brands must swim more vigorously

3 Number Two brands must deal in more potent currencies

• Curiosity • Desire (intensity of desire) • Re-evaluation • Create an emotional identification • Active expressions of

choice and loyalty • It demands a different kind

of marketing altogether • Getting more results from

fewer resources

4 Advantages to being a Challenger • No need to be all things

to all people • Stand at something to believe in • Focus on brilliantly delivering

What is a Challenger Brand?

5 The Three Criteria for a Challenger Brand

• Challengers are by definition not the #1 brands, nor are they niche

• State of Mind, being #2, #6 or #18 is simply an accident of birth

• Challenger brands have two key differentiators: 1. Ambitions that exceed their

marketing resources 2. Accept the gap between

their ambition and their marketing resources

6 Rate of Success: examples of how to enjoy rapid growth

7 Three Different Kinds of Challengers: 1. Launches or relaunches into an

established Brand Leader (Dyson) 2. Inventing their own

category (Red Bull) 3. Historical Challengers

(Gandhi, America 1776 – 1941)

8 The Twelve Challenger Stances: The People’s Champion The Scrappy David (vs Goliath) The Enlightened Zagger1

The “Real and Human” Challenger The Missionary The Democratiser The Irreverent2 Maverick3

The Visionary The Game Changer The Killer App The Next Generation More for Less/The Same for Much Less

The Eight Credos4 of Successful Challenger Brands The First Credo: Intelligent Naivety

9 A questioning and insight creation born of dynamically applied inexperience

10 Rather than rich familiarity with the category

11 Changing the face of the categories around in a profound way

12 Doing the opposite of what everyone else is doing

13 Bringing a fresh and dynamic set of questions for the category

14 Challengers are never driven by: “It can’t be done”

15 Intelligent Naivety has four purposes: • To afresh the core issue by more

accurately (re-)defining it • To help define, therefore, what

business we should really be in • To free ourselves to see all the

possibilities of the category • To see what to break from the

past to enable a stronger future

The Eight Credos4 of Successful Challenger Brands The Second Credo: Build a Lighthouse Identity

16 A lighthouse brand has a very clear sense of where it stands, and why it stands there

17 You notice it, even if you’re not looking for it

18 The key elements are: • Point of view – they have

a very particular take on how they see the world

• Intensity – They offer an intense projection of who they are in everything they do

• Salience5 – They are highly intrusive6

• Built on Rock – Their identity is built on a product or brand truth that is inarguable7

• A Lighthouse Identity impacts every aspect of the business

The Eight Credos4 of Successful Challenger Brands The Third Credo: Take Thought Leadership of the category

20 The Market Leader has Brand Leadership

21 But there is another type of Brand Leader - - the Thought Leader

22 The brand in the category that everyone talks about

23 Not being the biggest, but getting the most attention

24 Challenger brands aim to achieve Thought Leadership

25 Not just through product innovation or advertising, but through behaviour

26 You must offer the consumer a powerful reason to choose you

27 The Challenger needs to understand which conventions to break and which to observe

28 Conventions that Challengers can choose to break or observe

• Conventions of Representation • Conventions of Medium • Conventions of Product

Performance • Conventions of Product and

Service Experience • Conventions of Neighbourhood

and Network • Conventions of Relationships

Endnotes 0 Double Jeopardy = risk or

disadvantage incurred from two sources simultaneously

1 Zagger = making a sharp change of direction

2 Irreverent = showing a lack of respect for people or things that are generally taken seriously

3 Maverick = an unorthodox or independent minded person

4 Credo = a statement of the beliefs or aims which guide someone’s actions

5 Salience = the quality of being particularly noticeable or important

6 Intrusive = causing disruption 7 Inarguable = not open

to disagreement

Mindmap #1 of 2

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Download the asset that best suits your learning style and time constraints. Choose from:

The output of The Global Reading Club

Elevator Pitch (1 minute read)Quickest read, very high-level summary of main points.

1 Mindmap (15/20 minutes read)Outline summary showing how the book’s main ideas & themes interconnect.

2 Summary(30/45 minutes read)Multi-page, chapter-by-chapter summary of the main points and terms.

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TEDx Talks (20 minutes listen) Many authors of the selected books have given a TEDx Talk.

Workshop* (45 minutes presentation) Ready-to-give presentations in Keynote format, with speaker notes

Podcast* (10/15 minutes listen) The content of Podcasts sums up Guiding Principles

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The Global Reading Club is accessible from any device through the Ogilvy Sharepoint*

*Ogilvy employees only.

You can also visit: www.globalreadingclub.com

(password needed, contact: [email protected])

ADAM MORGANEATING THE BIG FISH

*If available

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The promise One year smarter by next month

The Global Reading Club transforms specialist knowledge into friendly Thought Leadership material, resulting in tremendous time-savings.

The Global Reading Club advances the agency with actionable, commercially relevant ideas and fresh points of view, mostly based on research.

Within one hour you will grab the essence of a book, which helps you decide whether to read the book in full.

The Global Reading Club aggregates, contextualizes and categorizes the most useful knowledge for our business, both internal and external Ogilvy, into one location in a standardized format, making specific knowledge easy to find & absorb.

The book categoriesof The Global Reading Club

Book selection criteria Only recommended books by Ogilvy Publishing, Ogilvy Red Papers, WPP Atticus Award winners and key Ogilvy and WPP people and Industry Leaders, are selected.

Brand

Leadership

Creative

Behaviour

Strategy Social

Career

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Books available in The Global Reading Club format 1


www.globalreadingclub.com www.globalreadingclub.comwww.globalreadingclub.com www.globalreadingclub.com

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www.globalreadingclub.com www.globalreadingclub.com

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TEDx Talks 1

JOHN GERZEMATHE ATHENA DOCTRINE

JONAH BERGERCONTAGIOUS

GEORGE LOISDAMN GOOD ADVICE

AMANTHA IMBERCREATIVE FORMULA

DAN PINKDRIVE

JEFF JARVISWHAT WOULD GOOGLE DO

ROBERT CIALDINIINFLUENCE

TEDx Talks given by authors of books selected by The Global Reading Club



New titles

added

regularly

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TEDx Talks 2TEDx Talks given by authors of books selected by The Global Reading Club

SUSAN CAINQUIET

SIMON SINEKSTART WITH WHY

AUSTIN KLEONSTEAL LIKE AN ARTIST

FREYA WILLIAMS & GRACE ANN BENNETTCRACKING THE CODE ON NORMING BETTER BEHAVIORS

CHIP HEATHMADE TO STICK


STEPHEN COVEYTHE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE

JAMES KERRLEGACY

ROBERT CIALDINIPRE-SUASION

CHARLES DUHIGGTHE POWER OF HABIT

JONAH SACHSWINNING THE STORY WARS

JENNIFER AAKERTHE DRAGONFLY EFFECT

SETH GODINPURPLE COW

JOHN MAEDATHE LAWS OF SIMPLICITY

BYRON SHARPHOW BRANDS GROW

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KEVIN KELLYTHE INEVITABLE


ADAM MORGANEATING THE BIG FISH

MARK BARDENA BEAUTIFUL CONSTRAINT

ANGELA LEE DUCKWORTHGRIT

DAVE TROTTONE + ONE = THREE

AMANTHA IMBERTHE CREATIVITY FORMULA

GRETCHEN RUBINTHE FOUR TENDENCIES

BRIAN FETHERSTONHAUGH THE LONG VIEW

WARREN BERGERA MORE BEAUTIFUL QUESTION

CHARLES DUHIGGTHE POWER OF HABIT

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People behind The Global Reading Club

Some of the Readers/Editors

Ewen CameronLondon

Paul DuiserAmsterdam

Jan-Willem KunnenAmsterdam

Florent Geerts Amsterdam

Harry BellmanLondon

Ilonka van Bennekom Amsterdam

Gabriela Vleeschouwer Amsterdam

Matthew RoseJohannesburg

Julius FiedlerGermany

Christabel Masters Amsterdam

Kim de SerièreAmsterdam

Klaas van Raaij Amsterdam

Liz SparkmanNew York

Twan WiertzAmsterdam

Henk NieuwenhuisAmsterdam

Zoë KatzAmsterdam

Ewa Hordejuk Warsaw

Jennifer LiuTaipei

Wim van MelickAmsterdam

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The WHY, HOW and WHAT of The Global Reading Club

Why does The Global Reading Club exist?The purpose and belief of The Global Reading Club is to deliver on Ogilvy’s positioning as Thought Leaders. To stimulate Continuous Learning from the best sources in the world (published Thought Leadership). The idea is to constantly challenge the status quo and leading the conversations on subjects that matter. Coming up with fresh insights and remarkable ideas. It is about turning knowledge into money, developing smarter people, who come up with smarter solutions, more quickly.

How do we do it?Collectively we read and edit books, relevant to our own and our client’s business – within the Ogilvy worldwide network.

What is the output?We make knowledge available in a standardized user-friendly format.

Elevator Pitch 1 minute reading

Mindmap 15/20 minutes reading

Summary 30/45 minutes reading

TEDx Talks 20 minutes listening Workshops 45 minutes presenting Podcasts 10/15 minutes listening

And why should you care?David Ogilvy believed in Thought Leadership and so do we today. It is about continuous learning of our people (all people) to make us better. As Jack Welch* once remarked: “Companies with the best people win”. Your agency is as good as its smartest people. This is our collective belief.

*Ex chairman/CEO General Electric

How can you utilize The Global Reading Club to its full potential within your agency?

Your own individual continuous learning effort.1

Workshops on skill training, like: Effectiveness, Trusted Advisor, Storytelling, Presenting.3

Client related Workshops and Presentations (paid or non-paid).5

As an Employee Value Proposition. Ogilvy is an agency that is committed to: always learning, always being curious, always raising the bar. 7

Enforce our belief in being a continuous learning agency.6

Developing “The Whole Person” subjects, like: Introverts vs Extroverts; Never chase happiness, but search for meaningfulness; Promote yourself; Why are we making mistakes? Empathy.4

Organizing One Hour Agency Workshops to train people on subjects like: Brand, Planning, Creativity, Management, Personal Development.2

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Your personal engagement

From the book Quiet by Susan Cain

“Our lives are dramatically enhanced when we’re involved in core personal projects that we

consider meaningful, manageable and not unduly stressful, and that are supported by others.”

Susan Cain American Author

The Global Reading Club forclient meetings

Talk with a senior client about increasing Thought Leadership in their organization.

If the client is interested, introduce The Global Reading Club site. We can now give access to the Global Reading Club to clients.

If in agreement with the client, select which themes would be relevant to them.

The client selects who in their organization would participate in the Workshop(s) (For example: Brand, Creativity, Strategy and so on).

Prepare Workshops with subject matter experts from the agency to prepare a short highlights presentation, as a conversation guideline.

Invite client staff to the agency for Workshop session(s).

Make an event out of it.

Clients are often prepared to pay for training their people.

If not, these Workshops have a bonding effect between the client and the agency.

These activities build the agency’s reputation as an organization that prizes continuous learning.

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Enrich your life by joining The Global Reading Club as a reader/editor.

Contact: [email protected]

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Monthly Newsletter

Subscribe (free of charge) to the monthly Newsletter, keeping you up to date on new book releases in The Global Reading Club formats. Simply scan this QR code and leave your name and email address.

Thought Leadership

In 2012, I started The Global Reading Club as a pilot in the Amsterdam agency. In August 2015 The Reading Club site was launched in Ogilvy’s global network.

In 2020 a new website was developed. New look and feel, but more importantly the content was extended by Podcasts, listing Guiding Principles how to apply fresh

knowledge, insights and inspiration. In the past years over 70 books and Ogilvy Red Papers – relevant to our industry – have been published in The Global Reading Club formats: Elevator Pitch, Mindmap, Summary, Tedx Talks, Interviews with authors,

Podcasts and ready to give Workshops. New books are added each month.

The Global Reading Club offers you a legitimate short-cut to relevant, professional knowledge to grow your intellectual capital. The Global Reading

Club is all about Thought Leadership. That is why it exists. Ogilvy people must lead the conversations on subjects that matter to our clients and ourselves

No time to read is no longer an excuse, as we deliver on our promise:

One year smarter by next month.


Wim van Melick Ogilvy | Social.Lab

Amsterdam

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“Careers do not progress in linear or predictable ways.”

“You must remain in constant discovery and learning mode.”

Brian FetherstonhaughGlobal Chief Talent Officer

Ogilvy New York

First and most of all: spread the word, because ideas that spread win.

The drive of The Global Reading Club is to bank users.

Enrich your life by joining The Global Reading Club as a reader/editor.

Contact: [email protected]


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