{"id":26955,"date":"2026-09-14T07:51:56","date_gmt":"2026-09-14T07:51:56","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26955"},"modified":"2026-09-14T07:51:59","modified_gmt":"2026-09-14T07:51:59","slug":"interview-de-frederic-canevet-coauteur-de-business-express","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express\/","title":{"rendered":"Interview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express"},"content":{"rendered":"\n

Fr\u00e9d\u00e9ric Canevet est l\u2019exemple m\u00eame du serial writer\u00a0; dernier opus en date\u00a0: Business Express<\/a>, la m\u00e9thode pour vendre plus et mieux, qu\u2019il cosigne avec Jean Paul Crenn. Questions \u00e0 auteur particuli\u00e8rement prolixe\u00a0!<\/p>\n\n\n\n\n

\n
\"\"<\/a><\/figure>\n<\/div>\n\n\n

Question :<\/strong> \u00c7a commence bien : d\u2019entr\u00e9e on a droit \u00e0 un nouvel acronyme, puisque vous d\u00e9clarez que nous vivons d\u00e9sormais dans une \u00ab\u00a0\u00e8re BANI (Brittle, Anxious, Non-linear, Incomprehensible)\u00a0\u00bb : k\u00e9zako ?<\/em><\/p>\n\n\n\n

Fr\u00e9d\u00e9ric Canevet :<\/strong> Si nous commen\u00e7ons le livre en parlant d’un monde BANI, c’est parce que nous pensons que le mod\u00e8le VUCA ne suffit plus \u00e0 d\u00e9crire la r\u00e9alit\u00e9 actuelle.<\/p>\n\n\n\n

Pendant longtemps, on a parl\u00e9 d’un monde VUCA : volatile, incertain, complexe et ambigu. Mais, malgr\u00e9 cette volatilit\u00e9, nous \u00e9tions encore capables de faire des projections relativement fiables.<\/p>\n\n\n\n

On raisonnait avec des moyennes.<\/p>\n\n\n\n

Une croissance moyenne. Une inflation moyenne. Un climat relativement pr\u00e9visible. Des budgets qui augmentaient de quelques pourcents chaque ann\u00e9e, le fameux budget de l\u2019ann\u00e9e pass\u00e9e + 5%. Et, dans certains secteurs comme le logiciel, on pouvait m\u00eame pr\u00e9voir une croissance \u00e0 deux chiffres et continuer sur une trajectoire relativement lin\u00e9aire.<\/p>\n\n\n\n

Aujourd’hui, cette logique fonctionne beaucoup moins bien.<\/p>\n\n\n\n

Nous sommes entr\u00e9s dans un monde que l’on peut qualifier de BANI : fragile, anxiog\u00e8ne, non lin\u00e9aire et incompr\u00e9hensible.<\/p>\n\n\n\n

Le probl\u00e8me, ce n’est plus simplement que les choses changent rapidement. C’est qu’elles peuvent basculer brutalement.<\/p>\n\n\n\n

Une crise sanitaire comme le Covid peut arr\u00eater une \u00e9conomie mondiale. Une guerre comme celle en Ukraine peut bouleverser les march\u00e9s de l’\u00e9nergie et les cha\u00eenes d’approvisionnement. Une d\u00e9cision politique, par exemple une augmentation brutale des droits de douane, peut remettre en cause en quelques mois la strat\u00e9gie d’un secteur entier.<\/p>\n\n\n\n

On ne peut donc plus simplement prolonger les tendances du pass\u00e9 pour pr\u00e9voir l’avenir.<\/p>\n\n\n\n

Et cela change profond\u00e9ment la mani\u00e8re de faire du marketing et du business (c\u2019\u00e9tait justement le th\u00e8me de mon dernier livre : Adapter son business dans un monde en d\u00e9consommation).<\/p>\n\n\n\n

Pendant longtemps, le marketing fonctionnait beaucoup sur la pr\u00e9vision : analyser les donn\u00e9es des ann\u00e9es pr\u00e9c\u00e9dentes, construire un budget, d\u00e9finir un plan annuel et essayer de l’ex\u00e9cuter.<\/p>\n\n\n\n

Dans un monde BANI, cette approche devient beaucoup plus fragile.<\/p>\n\n\n\n

Il faut \u00eatre capable de tester rapidement, d’apprendre, de corriger sa trajectoire et parfois de remettre en cause des certitudes qui semblaient pourtant \u00e9videntes quelques mois auparavant.<\/p>\n\n\n\n

On retrouve d’ailleurs cette logique dans le climat. Pendant longtemps, nous raisonnions en temp\u00e9ratures moyennes. Aujourd’hui, ce sont de plus en plus les \u00e9carts et les ph\u00e9nom\u00e8nes extr\u00eames qui deviennent d\u00e9terminants : canicules, pluies intenses, s\u00e9cheresses ou \u00e9pisodes de froid.<\/p>\n\n\n\n

Et cette logique des extr\u00eames s’applique \u00e9galement \u00e0 l’\u00e9conomie.<\/p>\n\n\n\n

Nous sommes dans un monde o\u00f9 les \u00e9carts peuvent devenir beaucoup plus importants, positivement comme n\u00e9gativement.<\/p>\n\n\n\n

C’est pour cela que nous avons choisi de parler de BANI.<\/p>\n\n\n\n

Parce que le v\u00e9ritable enjeu aujourd’hui n’est plus simplement de g\u00e9rer le changement.<\/p>\n\n\n\n

C’est d’apprendre \u00e0 fonctionner dans un environnement o\u00f9 certaines r\u00e8gles peuvent changer brutalement, o\u00f9 les pr\u00e9visions ont une dur\u00e9e de vie limit\u00e9e et o\u00f9 la capacit\u00e9 d’adaptation devient parfois plus importante que la qualit\u00e9 du plan initial.<\/p>\n","protected":false},"excerpt":{"rendered":"

Fr\u00e9d\u00e9ric Canevet est l\u2019exemple m\u00eame du serial writer\u00a0; dernier opus en date\u00a0: Business Express, la m\u00e9thode pour vendre plus et mieux, qu\u2019il cosigne avec Jean Paul Crenn. Questions \u00e0 auteur particuli\u00e8rement prolixe\u00a0! Question : \u00c7a commence bien : d\u2019entr\u00e9e on a droit \u00e0 un nouvel acronyme,…<\/p>\n","protected":false},"author":2,"featured_media":26956,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[149],"tags":[668,667],"class_list":["post-26955","post","type-post","status-publish","format-gallery","has-post-thumbnail","hentry","category-interviews","tag-business-express","tag-canevet","post_format-post-format-gallery"],"yoast_head":"\nInterview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express - 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\/interview-de-frederic-canevet-coauteur-de-business-express\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Fr\u00e9d\u00e9ric Canevet est l\u2019exemple m\u00eame du serial writer\u00a0; dernier opus en date\u00a0: Business Express, la m\u00e9thode pour vendre plus et mieux, qu\u2019il cosigne avec Jean Paul Crenn. 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