{"id":25729,"date":"2018-04-29T16:04:38","date_gmt":"2018-04-29T16:04:38","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25729"},"modified":"2018-04-29T16:08:48","modified_gmt":"2018-04-29T16:08:48","slug":"startup-mode-demploi","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/startup-mode-demploi\/","title":{"rendered":"Startup, Mode d’emploi"},"content":{"rendered":"

La collection des 100 pages, \u00e7a suffit<\/em> des \u00e9ditions Kawa vient de s\u2019enrichir de l\u2019ouvrage de Laurence Leseur<\/strong>\u00a0: Startup, Mode d’emploi<\/a><\/em>, ouvrage dont j\u2019ai eu le plaisir de r\u00e9diger la pr\u00e9face qui suit.<\/p>\n

Notez dans vos tablettes viendra parler \u00ab\u00a0startups\u00a0\u00bb<\/em> le 18 Septembre \u00e0 l\u2019Adetem<\/strong> lors d\u2019une r\u00e9union du Club Exp\u00e9rience Digitale<\/em>.<\/p>\n

Dans le vieux monde analogique, les entrepreneurs cr\u00e9aient \u2026 des entreprises, et pour mettre toutes les chances de leur c\u00f4t\u00e9, ils s\u2019entouraient d\u2019experts et respectaient un certains nombre de r\u00e8gles extr\u00eamement bien codifi\u00e9es.<\/p>\n

\"\"<\/a>Dans le nouveau monde digital, ils cr\u00e9ent des startups et ne respectent rien : pas le temps, il faut aller vite, et puis leur id\u00e9e est la meilleure du monde, pas question qu\u2019on la leur vole pendant qu\u2019ils perdent du temps \u00e0 la valider.<\/p>\n

Certains startupers ont m\u00eame r\u00e9ussi \u00e0 inventer de nouvelles r\u00e8gles, que parfois suivent les grandes entreprises, comme le Growth Hacking ; pourtant \u00e0 y bien r\u00e9fl\u00e9chir, \u00e7a veut juste dire \u2026 bidouiller la croissance : on tente des tas de trucs jusque \u00e7a passe \u2026 ou \u00e7a casse.<\/p>\n

Car bien souvent, \u00e7a casse : d\u2019o\u00f9 un taux de chute vertigineux de 90% au bout de 2 ans.<\/p>\n

Alors peut-\u00eatre, plut\u00f4t que courir dans tous les sens en pensant \u00eatre le meilleur, puis dilapider les fonds des capital-risqueurs, peut-\u00eatre serait-il bon de faire preuve d\u2019un peu de m\u00e9thode.<\/p>\n

Les startups p\u00eachent rarement sur la techno : le plus souvent, les ing\u00e9nieurs pullulent ; et quand ils ne sont pas s\u00fbrs, ils se font challenger par leurs pairs.<\/p>\n

Par contre, vers l\u2019aval \u2013 vers le client final, celui qui va mettre quelques euros sur la table pour acheter le produit ou le service et qui finalement faire vivre la machine de fa\u00e7on p\u00e9renne \u2013, c\u2019est l\u00e0 que \u00e7a coince : on oublie les principes de base marketing et on n\u00e9glige le commercial.<\/p>\n

Le m\u00e9rite de l\u2019ouvrage de Laurence Leseur<\/em>, c\u2019est de mettre \u2013 un peu \u2013 d\u2019ordre dans tout cela ; pas trop, pour ne pas brider la cr\u00e9ativit\u00e9, mais suffisamment pour ne pas doucement glisser vers le cimeti\u00e8re des fausses bonnes id\u00e9es, voire pire : celui des tr\u00e8s bonnes id\u00e9es que l\u2019on n\u2019aura pas su orchestrer !<\/p>\n

Ceux qui pensent sinc\u00e8rement \u00eatre la r\u00e9incarnation de Steve Jobs<\/em> se dispenseront de la lecture de cette ouvrage ; les autres y puiseront de bien utiles conseils.<\/p>\n","protected":false},"excerpt":{"rendered":"

La collection des 100 pages, \u00e7a suffit des \u00e9ditions Kawa vient de s\u2019enrichir de l\u2019ouvrage de Laurence Leseur\u00a0: Startup, Mode d’emploi, ouvrage dont j\u2019ai eu le plaisir de r\u00e9diger la pr\u00e9face qui suit. Notez dans vos tablettes viendra parler \u00ab\u00a0startups\u00a0\u00bb le 18 Septembre \u00e0 l\u2019Adetem…<\/p>\n","protected":false},"author":2,"featured_media":25730,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[151],"tags":[340,268],"yoast_head":"\nStartup, Mode d'emploi - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/startup-mode-demploi\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Startup, Mode d'emploi - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"La collection des 100 pages, \u00e7a suffit des \u00e9ditions Kawa vient de s\u2019enrichir de l\u2019ouvrage de Laurence Leseur\u00a0: Startup, Mode d’emploi, ouvrage dont j\u2019ai eu le plaisir de r\u00e9diger la pr\u00e9face qui suit. 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A ce titre \u2013 certainement parce que cet article n\u2019est pas d\u2019une clart\u00e9 lumineuse, ils ont d\u00e9cid\u00e9 d\u2019en soumettre le texte \u00e0 l\u2019appr\u00e9ciation de\u2026","rel":"","context":"Dans "Entretiens"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/09\/01-Taipei-91-Songshan-Creative-Park.jpg?fit=448%2C322&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25805,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-et-ses-outsiders-le-point-de-vue-de-christian-gatard\/","url_meta":{"origin":25729,"position":2},"title":"Le marketing et ses outsiders : le point de vue de Christian Gatard","date":"23 octobre 2018","format":"gallery","excerpt":"Avec mes amis du Conseil Scientifique de l\u2019Adetem, nous nous penchons sur le futur de notre profession \u2013 vaste sujet\u00a0! Dans ce cadre, Xavier Charpentier, Laurent Ponthou, Frank Rosenthal et moi-m\u00eame avons initi\u00e9 une r\u00e9flexion sur les \u00ab\u00a0nouveaux entrants\u00a0\u00bb \u2026 que selon l\u2019avanc\u00e9e de nos travaux \u2013 et notre humeur\u2026","rel":"","context":"Dans "Interviews"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/CHRISTIAN-GATARD-1.jpg?fit=506%2C480&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":24709,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/de-lutilite-du-marketing-dans-les-startups\/","url_meta":{"origin":25729,"position":3},"title":"De l\u2019utilit\u00e9 du marketing dans les startups","date":"1 septembre 2013","format":false,"excerpt":"Article publi\u00e9 pendant les vacances dans Business Angel France.Il y a\u00a0un an, Olivier Aizac, le fondateur du Bon Coin intervenait \u00e0 la Nuit du Marketing organis\u00e9e par l\u2019Adetem\u00a0: devant un plateau de plusieurs centaines de marketers, il r\u00e9v\u00e9lait que le marketing n\u2019avait jamais constitu\u00e9 une pr\u00e9occupation pour lui. 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