Conversations with Roberto

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"Don't be a team of Stars, but a Star Team!" - Dr. Dennis Vogt

Who is Dr. Dennis Vogt

Dr. Dennis Vogt is an esteemed marketing and consumer behavior expert, currently serving as a lecturer at the University of St. Gallen. In addition, he is a Managing Partner at The Transformation Group, where he guides businesses through strategic and organizational transformations. Some of his prestigious clients are brands such as Porsche, MIGROS, BMW, KIND, STIHL, and many others.

Previously, he led the Center for Innovation at the University of St. Gallen, focusing on successfully commercializing innovative products and services. In addition, he completed his doctoral thesis on the perception of innovations at the Institute for Customer Insight at the University of St. Gallen. Dr. Vogt is also the founder of the housekeeping startup Jeffrey.

What we talked about

Introduction: In this episode, host Roberto sits down with Dennis Vogt, to explore the complex aspects of innovation and brand positioning. Dennis shares his business, aeronautical engineering, and psychology expertise, providing valuable insights into creating successful innovations that capture people's attention in a noisy market while maintaining meaningfulness. In addition, they discuss the importance of showcasing unique features and specific benefits to differentiate a brand and effectively communicate its value to customers.

Episode Highlights:

- The importance of balancing novelty and meaningfulness in innovation

- Understanding the need for innovations to be perceived as innovative by customers

- Case study: Dyson's successful differentiation through cyclone technology and effective communication of benefits

- Challenges in the innovation process and the concept of "Emerging Nature Consumers" as valuable contributors

- Involving customers with open minds, visual thinking skills, and high empathy levels in innovation processes

- Prioritizing star teams that work well together and emphasizing the importance of collaboration

- The role of shared values and a clear mission in fostering a thriving company culture

- Skepticism towards generational research and the importance of individualism in understanding the Generation Z

- Being critical of research methodologies and market insights before making decisions

Conclusion: This engaging conversation with Dennis Vogt sheds light on innovation, brand positioning, and decision-making nuances. Listeners will gain valuable insights into balancing novelty and meaningfulness, involving customers effectively, building star teams, and being critical of data and research methodologies. 

Follow Dr. Dennis Vogt:

Website: https://www.drdennisvogt.com
LinkedIn:  https://www.linkedin.com/in/dr-dennis-vogt
Instagram: https://www.instagram.com/drdennisvogt

The Transformation Group: https://the-transformation-group.ch

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Who is Iain Thackrah

Iain Thackrah is a creative mentor to entrepreneurs, with over a decade of experience in the creative industry. As a writer, speaker, and creative generalist, he has worked with a wide range of clients and has a unique perspective on how to succeed in the creative world.

Iain is a jack of all trades but a master of some, with a deep understanding of the creative process and how to turn passions into a thriving career. As a creative specialist, he is dedicated to helping other creatives build successful businesses and careers.

In his role as a mentor, Iain offers guidance and support to those looking to take their creative careers to the next level. He is a strong believer in the importance of continual learning and growth in the creative field.

Follow Iain Thackrah:

Website:https://www.iainthackrah.co.uk/
LinkedIn: https://www.linkedin.com/in/iain-thackrah/

Take his Workshop:
https://www.3point175.com/turning-pro

Join the Community:
https://www.3point175.com

What we talked about

Join us for an excellent episode of our Podcast as we dive into the world of written words, coaching, and building better brands with the wonderful Iain Thackrah, co-founder of 3point175 and renowned coach for creative entrepreneurs. Get inspired and motivated as Iain shares his insights and actionable advice, drawing from his vast experience. First, discover the power of writing with a pencil and Iain's meticulous process using Grammarly and Hemingway. Next, explore the unique experience of writing a conversation on paper and Iain's journey of distilling his thoughts into a book. Finally, don't miss the discussion on the iconic Blackwing pencil and its resurgence in the creative world.
Learn the importance of paying attention to details and selecting the right tools.
Hear about Iain's plans for Errol's book and the upcoming milestones. Next, reflect on parenting challenges and creating a supportive environment for children, especially his girls. Finally, dive into the delicate balance between optimism and realism and be inspired to pursue your dreams. Tune in for this captivating episode filled with wisdom and empowering insights from Iain Thackrah, the coach for creative entrepreneurs and co-founder of 3point175.

Recommendations and tools mentioned in this episode:

• Grammarly: An AI-powered writing assistant.
• Hemingway App: An app that helps make your writing more clear and engaging.
• Blackwing Pencils: High-quality pencils favored by Iain and notable writers.

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 Who is Dorothy Fulop: 

On this show, we are joined by Dorothy Fulop, the founder of Pitchcamp Agency. Dorothy is a Level C Certified Brand Strategist and Brand Specialist, with a passion for helping entrepreneurs succeed. 

Whether it's an investor pitch or a new brand launch, Dorothy is the guide that founders can rely on to navigate the often-difficult terrain of brand development. In her role as the founder of Pitchcamp Agency, Dorothy works with founders to create and build successful brands. 

When she's not working with founders, Dorothy can be found enjoying the great outdoors as a weekday hiker. She is also an avid startup admirer, always on the lookout for the next big thing. In her downtime, Dorothy loves to spend time with friends and family, playing board games and having a good time. 

Follow Dorothy Fulop: 

Website:https://pitchcampagency.com
LinkedIn: https://www.linkedin.com/in/dorothyfulop
Instagram:https://www.instagram.com/dorothy_fulop 

What We Discuss with Dorothy Fulop: 

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Who is José Ochoa 

José Ochoa is an award-winning Mexican-American entrepreneur, engineer and business innovation evangelist. He started multi-million-dollar companies in the US and Mexico, including Global Containers & Custom Packaging Inc., a logistics and packaging company, and Reikoku LLC, a consulting company. He has an Engineering degree from Instituto Tecnológico de Chihuahua II, and worked as a Packaging Engineer for Delphi, and as a Global Packaging Engineer for Siemens. He won the Bridge Accelerator, an intensive, highly specialized program sponsored by Microsoft, that selects local suppliers from the border region and ramps up their operations to international business standards. He also won the City of El Paso, Texas’ ‘Exporter of the Year’ award. He is a graduate of the Stanford University Latino Entrepreneurship Initiative, a member of its Latino Business Action Network, and a native Spanish and English speaker. He provides growth solutions and guidance for entrepreneurs looking to start a business.
 
 He is also an author and wrote a business book, "GET IN THE RING: AN ENTREPRENEUR'S GUIDE FOR THE F*****G REAL WORLD.
 
“I want to change the entrepreneurial paradigm from going after what you want, to focusing rather on who you need to become to get there.” -José Ochoa. 

Follow José Ochoa: 

Website:
https://consulting.reikoku.com
https://globalcontainers.net/

LinkedIn:
https://www.linkedin.com/in/relentlessjoseochoa

Instagram:
https://www.instagram.com/joseochoaofficial

Book:
- Get in the Ring

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 Who is Scott Henderson 

Scott Henderson is a top Industrial Designer known for creating top-selling industry disruptors for his global fortune 500 client base. His own collection of unique objects are sold globally to retailers and museums such as The MoMA Design Store, SFMOMA, The Carnegie Museums, and The National Gallery. He has over 100 patents for diverse projects such as housewares, consumer electronics, and furniture. Scott's work has been widely recognized in exhibitions, awards programs, and the press, and has been featured in The Shock of the Familiar and I.D. Magazine's Annual Design Review. He has won multiple awards, including GOLD, SILVER, and Bronze awards from the IDSA Industrial Design Excellence Awards, and has been exhibited at the Smithsonian Institution's Cooper Hewitt National Design Museum. He is a sought-after presenter and has published articles on the importance of design in periodicals such as Innovation and Design Management Journal. He served as Chairman of the Industrial Designers Society of America National Conference.

For Scott, design is not a discussion of form versus function; it’s about thinking and the quality of the big idea. 

Follow Scott Henderson: 

Website:https://www.scotthendersondesign.com/ 
LinkedIn: https://www.linkedin.com/in/scott-henderson-993a994/ 
Instagram:https://www.instagram.com/scott_henderson_nyc/ 

By Design:https://www.bydesign.global/judges-presenters/scott-henderson

What We Discuss with Scott Henderson:
- Design thinking
- Delighting the user
- Abstract shapes
- The Flow state
- Trapped energy
- Focus on the WHY
- America by Design
- We don't do Design, we are Designers

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Who is Lisa Kipps-Brown 

Lisa helps entrepreneurs solve big picture problems with disruptive strategic thinking and no gobbledygook. Author of the books Disrupt Your Now and Boomer Cashout, she’s a refreshing change in a world full of self-proclaimed experts who throw jargon around like candy. 

Her father was blind, which ironically gave her a natural advantage. Every day she watched him do things that anyone would think he shouldn’t be able to do: operate a lathe, ride horses, play basketball, own a business, and even mow the grass. She absorbed a different way of thinking and wasn’t even aware of it. 

Lisa is a pioneer in business use of the web and started her web & marketing strategy company in 1996. When few people knew what Amazon was and two years before Google existed, she was already reimagining businesses and even sold an online business right before the dot-com bubble burst. Other achievements include saving companies from bankruptcy and tripling CARES Act funds for rural communities via innovative matching gift card campaigns. 

 Lisa’s straight talk combined with a natural talent for transforming basic ideas into disruptive strategy & valuable collaborations has people like Forbes 30 Under 30-listed blind PhD chemist Dr. Hoby Wedler calling her a “cognitive powerhouse.” Steve Sims, author of Bluefishing, says she’s a unicorn who bridges the gap between digital natives and digital immigrants. 

Follow Lisa Kipps-Brown: 

Website:https://lisakippsbrown.com/
LinkedIn: https://www.linkedin.com/in/lisakippsbrown
Instagram:https://www.instagram.com/lisakippsbrown 

Books:
- Disrupt Your Now
- Boomer Cashout

Podcast:https://podcasts.apple.com/ch/podcast/disrupt-your-now-with-lisa-kipps-brown/id1608833260

YouTube: https://www.youtube.com/@LisaKippsBrown1

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Jeanette Muñoz Abela & Luis Muñoz Jean Baptiste 

Who they are: 

Jeanette Muñoz Abela 
Director, Architect, Structural Engineer 

Jeanette Muñoz Abela is a Director, Architect, and Structural Engineer with over 10 years of experience in various projects, such as stadium roofs, bridge design, medium-rise towers and hotels, museums and residential projects. She is the founding director of Bureau 105, and also holds a post-doc position and teaches at Imperial College London. Jeanette is active in research and lecturing at the University of Malta where she sits on several committees, and is a council member of the Kamra tal-Periti, representing the ECCE, FEANI, and Inġiniera Malta in their General Assemblies. She is also the national representative of the IABSE.

Luis Muñoz Jean Baptiste 
Co-founder, Graphic Designer 

Luis is a Co-founder, Certified Brand Specialist and awarded Graphic Designer at Bureau 105. He has lived in various countries over the past 20 years and graduated from Universidad Latinoamericana de Ciencias y Tecnología (ULACIT) in Panama. He dedicates his attention to brand identities for different type of industries and is a member of D&AD, his work has been featured in Logolounge book. Luis has a passion for horror films and posters from the 1960s, which he uses as inspiration in developing branding and logos that represent the client's and people's needs.

Follow Bureau 105:
We transform places & structures into sustainable brands that make people happy &  healthy. 

Website: https://bureau105.studio
LinkedIn: Bureau105
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Who is Errol Gerson: 

Errol Gerson has been teaching Entrepreneurship, Leadership and Business Management at Art Center for the past 50 years. In that time he has taught over 6100 students and has personally mentored well over 3000 students. Gerson received a BS in Accounting from USC in 1970, and after receiving his MBA from USC in 1971, he spent eight years at a Big 8 public accounting firm. In 1979, he co-founded a CPA Business Management firm with three other USC grads, then sold it in 1992. Gerson co-founded Cow Interactive with four Art Center grads. In 1999, he joined CAA Agency as the Director of New Media. In 2004, he left CAA and became the Principal at the Gerson Group, a Strategic Management Consulting company, where he is in practice today. Errol is a Senior Adviser to the A.I.G.A. and does Entrepreneurship and Marketing workshops and seminars across the country.

Follow Errol Gerson: 

Website:https://www.errolgerson.com/
LinkedIn: https://www.linkedin.com/in/egerson/
Instagram:https://www.instagram.com/errolgerson/
Facebook:https://www.facebook.com/brendonburch...
YouTube:https://www.youtube.com/c/3point175

To the amazing Book: https://www.errolgerson.com/50
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Who is Marcus Strijdveen : 
Brand-Marketing | Business Development | Growth 

Marcus is an executive director in the creative industry, with over 20+ years of experience in Brand-Marketing, Business Development, Growth and Brand-Partnerships. 

Since 2016 he fills his days helping companies like Capitola and Media.Monks (world's largest creative digital production company) with Business Development, Growth and Brand-Partnerships. In addition he serves as an advisor for (mostly European) start-up's and VC's, with ambitions to expand their businesses in the US. Prior to making the step to the digital production world, he worked as Managing Director / Head of Strategy with global media and ad agencies like Carat Dentsu Aegis, OMD, Horizon Media and BBDO, handling clients as Levi Strauss, Heineken, Adidas, RedBull, Converse and FootLocker.
Early 2000, he opened from scratch the European office for Horizon Media out of his home-place Amsterdam. That ultimately led to his move to Los Angeles in 2007.
Marcus is also Co-Founder of Upcomers, a creative career accelerator for emerging creatives. The mission of Upcomers is to help Art & Design school students to land a dream job in the creative industry. He is also a former Advisory Board Member of AIGA LA, the non-profit association of Graphic Designers in the US and Guest -Speaker at various schools e.g. USC Lovine and Young Academy, UCLA Anderson School of Management, Arizona State University.

Follow Marcus Strijdveen:
LinkedIn: Marcus Strijdveen

 
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Intro of "Conversations with Roberto".

Creating better products and brands through empathic Curiosity, Innovation and Insights.

​Welcome to Conversations with Roberto podcast.
Here I sit down with top entrepreneurs, innovators, designers, and thought leaders.

And I do my very best to unpack actionable and valuable insights to help you build better product, and sustainable brands, and have fun doing it.

Why I do this
I believe that I have an obligation as a Designer to develop better-designed, more sustainable, higher-quality products & experiences.

​The daughter's test
Before I take on a job or project, I go through The daughter's test:
When my daughter is 13 years old and asks me: "Dad, did you design and created valuable and better products for all of us? Or did you create wasteful items?
If the answer is yes, and I'm proud of the problem I solve, I'm more than happy to take the project.
If the case is no, and I don't see value to the business, people, and world, I respectfully decline or help find a better solution.

​Topic
To talk about the power of Design & Branding.

Especially to learn what it takes to build better, innovative solutions and purposeful businesses.

 Format
Conversations with Roberto is a weekly show on the mayor Podcast platforms and YouTube.
The goal is to keep the episodes short and sweet, with an average of 21 Minutes.

​Audience and what can you expect
I believe the audiences that will profit the most are Founders, entrepreneurs, and intrapreneurs who want to make products and experiences that matter and elevate their brand to play bigger.

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