image

Tony Robbins Podcast, Strategic Innovation | Tony Robbins Podcast (2)

size of your fingertip but the point of

the matter is he reinvented he created

industry now Sony eventually lost out to

Apple for a lot of reasons and most of

the more strategic innovation that Apple

didn't Sony stopped doing it's that

simple

so they're a perfect example of that

process so think of this way if you and

I are gonna really be effective the

secret is don't just improve change the

rules of the game change the rules of

the game you do that the game changes

overnight and I'll give you an example

most of you probably make use of

Starbucks did Starbucks change the rules

of what a coffee shop was yes or no a

little or completely what was a coffee

shop before Starbucks it was a place

that you got coffee and what else what

else yeah you got bacon and eggs and

sausage I mean you knit pancakes that

was a coffee shop true and people got

their coffee what they did is they came

along and they said you know what people

I notice the world's changing people

used to have to work to the bar

and they don't go to the bar before work

it's like people need a place to go

between work and home to decompress

before they deal with what's at home and

they said you know they want to be

social sometimes sometimes gonna be by

themselves and then this man didn't even

create this right how did he have it

Howard find or come up with Starbucks he

went overseas he was in Italy and he saw

these little coffee shops these little

bistro she was like wow I think that

could work

all he did was model it and come bring

it here but he changed the game of

competition he wasn't competing with

Dany's he wasn't competing with these

normal coffee shops

he was this high-end super expensive you

got an identity by going there you got a

social experience by going there you had

a place to be able to go between your

life to decompress

they changed the entire rules of

competition and by the way he was first

the first one not to ever make one the

first one to get in consumers hearts and

minds and once he was first there a

bunch of people who try to copy it they

might even have better coffee but once

their first as a brand he innovated

first and he brand it first

and they own market and by the way how

much have they grown how many stores

that they have in 1998 100 stores how

many I have now last year they ended

with 15,000 stores in ten years that's

what happens when you strategically

innovate he could never have made a

coffee and like made his product better

and then sold and grown like that the

easily grew like that as he created a

whole new category that he was the

leader in that's what you have to be

able to look at that's what I mean when

I talk about strategic innovation Nike

we gave the example of yesterday also

about what Nike really did along the way

first he sold you know somebody else's

shoes meaning feel Knight then he lost

the contract which looked like the worst

thing in his life I'm losing my product

but what did it make him do it mean

creating a product of his own a total

what a or a must

come on guys a sugar a must by the way

that's what the value is of the

marketplace right now for many of you

your worst nightmare is if you find the

way to use it the demand to

strategically innovate and if you

it could be the greatest day of your

life even if right now you're scared out

of your mind take that fear as energy

and there's not a big difference between

fear and excitement same kind of Drive

one just has a sick feeling to it the

other has a little excitement attached

to it right but if you get that thing

you just go this got the meaning here's

this is the gift and I gotta figure I'm

gonna use this gift this is demanding a

change so what does he do he innovates

he comes up with a product like nobody's

ever done before and it creates him on

this explosive growth now as he was not

supposed to growth other people start to

copy what he's doing and now he needs

the innovate again and he doesn't really

come up with much innovation for the

while until suddenly his innovation is

the way marketed he changed the game he

no longer sold shoes he made Nike first

of all a sports company he was the first

one to sell $50 shoes but he was able to

do that because he was also selling you

clothing it was an integrated look and

feel and that evolved into selling were

a lifestyle just what right and all of a

sudden this lifestyle the lifestyle had

all these members of the community

Michael Jordan right Tiger Woods now he

started building that and gradually they

built from a sports company that

sponsored advanced everything else too

now there are community how many of you

use Nike Plus how many of you run and

use Nike Plus I'm curious Nike Plus if

you're not seeing it you go online you

type in you get this little device in

your shoe and now when you go running

you can hear your music it tells you how

far you've been running you never answer

I'm stronger hey nice job you broke your

record

yeah that's happens at the end total

reinforcement you plug it into your

computer and boom attracts everything

and you can compete with other people or

you can track yourself you want to play

three on three basketball they've whole

communities go on anywhere in the world

click on you'll find people who want to

go play with you that day what they're

now doing is they're in your life every

day they're no longer a product you're

no longer a service or a community that

you're a part of that we invents the way

they compete so guess what Nike doesn't

spend these ads they got millions of

people to log on every single day

because it's a part of the ritual of

their life that's reinventing the rules

of competition try that now come out a

little company called scooby-doo shoes

and see how well you do

you know maybe if you well by finding a

niche but you're not gonna take over

Nike all right they've constantly found

a way to strategically innovate not just

you know make something a bit better

that's the difference I'm talking about

harley-davidson harley-davidson after

you know before World War two after

World War two rather became this giant

incredible you know arm of marketing

because all these guys you know that

were GIS came back for Tunis to live in

these Harley's and they wanted a Harley

and a lot of them want an identity for

themselves that they were still a badass

and they were coming back to just being

a normal person and they built the

culture and that culture became very

loyal and the culture was promoted in

movies and it was an identity right all

right born to be wild this crazy

outrageous person who's totally

independent owns himself as tough as

nails totally masculine now they went

through this tremendous growth period

and then all of a sudden in the 80s the

Japanese start building much better

bikes lighter faster cheaper stronger

and Harley started just dropped through

the absolute floor Harley was on the

verge of bankruptcy after being around

since the earliest days of motorcycles

and what turned him around strategic

innovation somebody came in the new

management team leadership team the CEO

gets a lot of credit but it was really a

team they say you know what if we're

gonna innovate we got to say what

business are we really in that's another

way you can find how to innovate you

keep thinking you know what business

you're in you think you're the person

that builds casinos that's only one way

to look at your business there's a much

broader version of what business you're

in and I started looking around and

saying who are customers really what do

our customers really buy from us are

they buying a motorcycle no they're

buying an icon they're buying an

identity they're buying legacy I mean

these are not just bikes these are

legends and gradually they began to

realize what we really sell at this

stage we've been around so long we're

really selling a heritage we're selling

a legacy we're selling a lifestyle we're

selling a way to live we're really

selling nostalgia a mindset because baby

boomers they found guess who buys the

most number of motorcycles what age

today do you think

38 to 50 it's somebody about to have or

in the middle of their midlife crisis

who says I'm still badass even though

I'm all and they begin to realize that's

where 80% of these motorcycles are sold

so I said here's what we're gonna do

we're gonna sell this identity not only

to these people if we want to expand the

market between 38 to 50 year olds we're

still Nostalgia some people are gonna

ride a bike but they want the identity

and guess how they grew their business

like crazy and expanded all their

marketing started selling all the

clothing like crazy the market became

create an identity so I can remember I I

never rode a motorcycle

growing up mine one of my cousins you

know was on a motorcycle we had no money

so I couldn't afford one but also he

actually crushed his leg and had stunted

growth one light was shorter and longer

than the other so I never wanted a

motorcycle so I learned to fly

helicopters later on in life and things

like that that's my idea of really

kick-ass flying and then I meet sage and

she says do you ride a motorcycle I go

no she goes oh rip the doors off

helicopter surfing screaming down in the

water just as the curls coming and pull

up as the wave goes underneath it but of

course she got motion sickness and threw

up so that work real well so I decided I

got this woman I'm in love with her you

know she likes motorcycles and her dad

always had our Lee's so I reluctantly go

to Harley store thinking what the hell

am I gonna do because I didn't have

those iconic images in my mind of trying

to be a badass with leather and all

these good things so I get on this

motorcycle and it's like wow it's like

flying I mean this is really cool it's a

lot like flying is incredible feel so I

don't have a license I Drive a

motorcycle for 20 minutes and a guy I

said if I want to see the best

motorcycles all at once because I always

want you know the very best how would

they do it he said well you'd go on this

incredible rally they do this rally in

South Dakota North Dakota what's a call

Sturgis and he said it's it's happening

this weekend so this weekend they go

yeah they're gonna be like you know

400,000 bikes there so I said can you

get me a ticket he goes you

you just drive in that's a bit of a

motorcycle that other licensees that's a

problem I said listen can you arrange

for someone who can rap me a bike heels

well if you don't have a license they go



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size of your fingertip but the point of

the matter is he reinvented he created

industry now Sony eventually lost out to

Apple for a lot of reasons and most of

the more strategic innovation that Apple

didn't Sony stopped doing it's that

simple

so they're a perfect example of that

process so think of this way if you and

I are gonna really be effective the

secret is don't just improve change the

rules of the game change the rules of

the game you do that the game changes

overnight and I'll give you an example

most of you probably make use of

Starbucks did Starbucks change the rules

of what a coffee shop was yes or no a

little or completely what was a coffee

shop before Starbucks it was a place

that you got coffee and what else what

else yeah you got bacon and eggs and

sausage I mean you knit pancakes that

was a coffee shop true and people got

their coffee what they did is they came

along and they said you know what people

I notice the world's changing people

used to have to work to the bar

and they don't go to the bar before work

it's like people need a place to go

between work and home to decompress

before they deal with what's at home and

they said you know they want to be

social sometimes sometimes gonna be by

themselves and then this man didn't even

create this right how did he have it

Howard find or come up with Starbucks he

went overseas he was in Italy and he saw

these little coffee shops these little

bistro she was like wow I think that

could work

all he did was model it and come bring

it here but he changed the game of

competition he wasn't competing with

Dany's he wasn't competing with these

normal coffee shops

he was this high-end super expensive you

got an identity by going there you got a

social experience by going there you had

a place to be able to go between your

life to decompress

they changed the entire rules of

competition and by the way he was first

the first one not to ever make one the

first one to get in consumers hearts and

minds and once he was first there a

bunch of people who try to copy it they

might even have better coffee but once

their first as a brand he innovated

first and he brand it first

and they own market and by the way how

much have they grown how many stores

that they have in 1998 100 stores how

many I have now last year they ended

with 15,000 stores in ten years that's

what happens when you strategically

innovate he could never have made a

coffee and like made his product better

and then sold and grown like that the

easily grew like that as he created a

whole new category that he was the

leader in that's what you have to be

able to look at that's what I mean when

I talk about strategic innovation Nike

we gave the example of yesterday also

about what Nike really did along the way

first he sold you know somebody else's

shoes meaning feel Knight then he lost

the contract which looked like the worst

thing in his life I'm losing my product

but what did it make him do it mean

creating a product of his own a total

what a or a must

come on guys a sugar a must by the way

that's what the value is of the

marketplace right now for many of you

your worst nightmare is if you find the

way to use it the demand to

strategically innovate and if you

it could be the greatest day of your

life even if right now you're scared out

of your mind take that fear as energy

and there's not a big difference between

fear and excitement same kind of Drive

one just has a sick feeling to it the

other has a little excitement attached

to it right but if you get that thing

you just go this got the meaning here's

this is the gift and I gotta figure I'm

gonna use this gift this is demanding a

change so what does he do he innovates

he comes up with a product like nobody's

ever done before and it creates him on

this explosive growth now as he was not

supposed to growth other people start to

copy what he's doing and now he needs

the innovate again and he doesn't really

come up with much innovation for the

while until suddenly his innovation is

the way marketed he changed the game he

no longer sold shoes he made Nike first

of all a sports company he was the first

one to sell $50 shoes but he was able to

do that because he was also selling you

clothing it was an integrated look and

feel and that evolved into selling were

a lifestyle just what right and all of a

sudden this lifestyle the lifestyle had

all these members of the community

Michael Jordan right Tiger Woods now he

started building that and gradually they

built from a sports company that

sponsored advanced everything else too

now there are community how many of you

use Nike Plus how many of you run and

use Nike Plus I'm curious Nike Plus if

you're not seeing it you go online you

type in you get this little device in

your shoe and now when you go running

you can hear your music it tells you how

far you've been running you never answer

I'm stronger hey nice job you broke your

record

yeah that's happens at the end total

reinforcement you plug it into your

computer and boom attracts everything

and you can compete with other people or

you can track yourself you want to play

three on three basketball they've whole

communities go on anywhere in the world

click on you'll find people who want to

go play with you that day what they're

now doing is they're in your life every

day they're no longer a product you're

no longer a service or a community that

you're a part of that we invents the way

they compete so guess what Nike doesn't

spend these ads they got millions of

people to log on every single day

because it's a part of the ritual of

their life that's reinventing the rules

of competition try that now come out a

little company called scooby-doo shoes

and see how well you do

you know maybe if you well by finding a

niche but you're not gonna take over

Nike all right they've constantly found

a way to strategically innovate not just

you know make something a bit better

that's the difference I'm talking about

harley-davidson harley-davidson after

you know before World War two after

World War two rather became this giant

incredible you know arm of marketing

because all these guys you know that

were GIS came back for Tunis to live in

these Harley's and they wanted a Harley

and a lot of them want an identity for

themselves that they were still a badass

and they were coming back to just being

a normal person and they built the

culture and that culture became very

loyal and the culture was promoted in

movies and it was an identity right all

right born to be wild this crazy

outrageous person who's totally

independent owns himself as tough as

nails totally masculine now they went

through this tremendous growth period

and then all of a sudden in the 80s the

Japanese start building much better

bikes lighter faster cheaper stronger

and Harley started just dropped through

the absolute floor Harley was on the

verge of bankruptcy after being around

since the earliest days of motorcycles

and what turned him around strategic

innovation somebody came in the new

management team leadership team the CEO

gets a lot of credit but it was really a

team they say you know what if we're

gonna innovate we got to say what

business are we really in that's another

way you can find how to innovate you

keep thinking you know what business

you're in you think you're the person

that builds casinos that's only one way

to look at your business there's a much

broader version of what business you're

in and I started looking around and

saying who are customers really what do

our customers really buy from us are

they buying a motorcycle no they're

buying an icon they're buying an

identity they're buying legacy I mean

these are not just bikes these are

legends and gradually they began to

realize what we really sell at this

stage we've been around so long we're

really selling a heritage we're selling

a legacy we're selling a lifestyle we're

selling a way to live we're really

selling nostalgia a mindset because baby

boomers they found guess who buys the

most number of motorcycles what age

today do you think

38 to 50 it's somebody about to have or

in the middle of their midlife crisis

who says I'm still badass even though

I'm all and they begin to realize that's

where 80% of these motorcycles are sold

so I said here's what we're gonna do

we're gonna sell this identity not only

to these people if we want to expand the

market between 38 to 50 year olds we're

still Nostalgia some people are gonna

ride a bike but they want the identity

and guess how they grew their business

like crazy and expanded all their

marketing started selling all the

clothing like crazy the market became

create an identity so I can remember I I

never rode a motorcycle

growing up mine one of my cousins you

know was on a motorcycle we had no money

so I couldn't afford one but also he

actually crushed his leg and had stunted

growth one light was shorter and longer

than the other so I never wanted a

motorcycle so I learned to fly

helicopters later on in life and things

like that that's my idea of really

kick-ass flying and then I meet sage and

she says do you ride a motorcycle I go

no she goes oh rip the doors off

helicopter surfing screaming down in the

water just as the curls coming and pull

up as the wave goes underneath it but of

course she got motion sickness and threw

up so that work real well so I decided I

got this woman I'm in love with her you

know she likes motorcycles and her dad

always had our Lee's so I reluctantly go

to Harley store thinking what the hell

am I gonna do because I didn't have

those iconic images in my mind of trying

to be a badass with leather and all

these good things so I get on this

motorcycle and it's like wow it's like

flying I mean this is really cool it's a

lot like flying is incredible feel so I

don't have a license I Drive a

motorcycle for 20 minutes and a guy I

said if I want to see the best

motorcycles all at once because I always

want you know the very best how would

they do it he said well you'd go on this

incredible rally they do this rally in

South Dakota North Dakota what's a call

Sturgis and he said it's it's happening

this weekend so this weekend they go

yeah they're gonna be like you know

400,000 bikes there so I said can you

get me a ticket he goes you

you just drive in that's a bit of a

motorcycle that other licensees that's a

problem I said listen can you arrange

for someone who can rap me a bike heels

well if you don't have a license they go


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