Patrick van der Pijl: the client wants to get their things done

A company providing services or products first needs to find out how to help clients organise their business or private matters, said Patrick van der Pijl (the Netherlands), CEO of the international strategic consulting company Business Models Inc, at the seminar Innovation Lab 2015, organised by SEB.

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.


For more information:

Evelin Allas
Communications Manager
Marketing and Communications Division
SEB
Phone +372 665 5649
Mobile +372 511 1718
Address Tornimäe 2, 15010 Tallinn
E-mail evelin.allas@seb.ee
www.seb.ee

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