Be selfish. Be scared. Be stupid. This is the message of Keiran Flanagan: the creative and strategic mind behind the launch of Coke Zero in various markets across the world.
As a well-known speaker, author, and educator, Keira will discuss her latest book, “Selfish, Scared, and Stupid”; what can we learn about human buying behavior and how to get things done.
Next, she’ll explain what failure and impossibilities are all about and why we shouldn’t be afraid of them. In fact, you’ll learn why incorporating the idea of failure enables you to perfect your craft; case in point, how airline pilot Richard de Crespigny managed to save QF32’s passengers from disaster.
As a behavioral strategist for 20 years, she’ll talk about her beginnings: from working in advertising to building businesses that work with human beings.
Listen, as she talks about a failed product launch for Coca-Cola. Find out how she turned that failure into one of the success stories of her career.
Projects can be a hit or a dud; especially in advertising. Learn from Keira as she talks about knowing when and how to move on from failure. Plus, find out why having the best product in the market doesn’t always mean you’ll be the runaway winner — just like Betamax vs VHS. Next, you’ll learn how to test theories around your product and apply it on focus groups or volunteers.
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