Van der Pijl said the client wants to get their things done in the appropriate way and referred to Clay Christensen’s Milkshake Marketing example. Namely, a fast food chain examined the taste and ingredients of the shakes the clients prefer, but this did not bring about any increase in turnover. Monitoring of the clients’ behaviour revealed that 40 per cent of the sales take place in the morning, as a milk shake is part of the going-to-work routine and more of a habit than a taste experience, van der Pijl said.
In his presentation, he focused on the implementation of the Business Model Canvas tool, which shows how an organisation can create and increase value.
Van der Pijl is one of the forces behind Business Model Generation, a book that has sold over a million copies. Van der Pijl advises top executives and corporations, such as Toyota, Fujitsu, ING Bank, Microsoft, 3M and many others, whom he has assisted in business model innovation and future strategy development.
The Innovation Lab 2015 event, organised by SEB in Tallinn, featured several of Europe’s most sought-after and experienced business leaders, innovators and entrepreneurship consultants. The event was attended by 350 people in Tallinn, and a total of approximately 900 in the three Baltic States.
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