{"id":26969,"date":"2026-09-28T07:56:54","date_gmt":"2026-09-28T07:56:54","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26969"},"modified":"2026-09-28T07:56:56","modified_gmt":"2026-09-28T07:56:56","slug":"interview-de-frederic-canevet-coauteur-de-business-express-suite-2","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\/","title":{"rendered":"Interview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express (suite)"},"content":{"rendered":"
\n
\"\"<\/a><\/figure>\n<\/div>\n\n\n

Question :<\/strong> Donc, pour r\u00e9ussir, il faut appliquer \u00ab\u00a0la m\u00e9thode 90\/30 : une action concr\u00e8te \u00e0 mettre en place en 30 minutes pendant 90 jours\u00a0\u00bb : tu peux nous en dire un peu plus ?<\/em><\/p>\n\n\n\n

Fr\u00e9d\u00e9ric Canevet :<\/strong> La m\u00e9thode 90-30 part d’un constat tr\u00e8s simple : aujourd’hui, tout le monde veut des r\u00e9sultats rapidement. Nous sommes dans une v\u00e9ritable course \u00e0 l’attention, mais aussi dans une course aux r\u00e9sultats.<\/p>\n\n\n\n

Le probl\u00e8me, c’est qu’on cherche souvent des transformations imm\u00e9diates.<\/p>\n\n\n\n

On se donne un objectif pendant quelques jours ou quelques semaines, puis, si les r\u00e9sultats ne sont pas imm\u00e9diatement visibles, on passe \u00e0 autre chose.<\/p>\n\n\n\n

Nous avons donc imagin\u00e9 la m\u00e9thode 90-30 autour d’un principe tr\u00e8s simple : agir chaque jour pendant environ 30 minutes, pendant 90 jours.<\/p>\n\n\n\n

Pourquoi 90 jours ?<\/p>\n\n\n\n

Parce qu’un mois est souvent trop court pour observer un v\u00e9ritable impact. On peut commencer \u00e0 lancer des actions, \u00e0 tester des choses et \u00e0 mettre en place de nouvelles habitudes, mais il est difficile d’en mesurer r\u00e9ellement les effets.<\/p>\n\n\n\n

En revanche, au bout d’un trimestre, on commence \u00e0 avoir suffisamment de recul.<\/p>\n\n\n\n

On a eu le temps d’exp\u00e9rimenter, de corriger ce qui ne fonctionne pas et de constater les premiers r\u00e9sultats.<\/p>\n\n\n\n

Concr\u00e8tement, le livre propose donc une action par jour.<\/p>\n\n\n\n

Chaque action est con\u00e7ue pour \u00eatre r\u00e9alis\u00e9e en environ trente minutes. \u00c9videmment, certaines prendront parfois un peu moins de temps et d’autres un peu plus. L’objectif n’est pas de transformer cela en contrainte chronophage.<\/p>\n\n\n\n

L’objectif, c’est de faire avancer les choses chaque jour.<\/p>\n\n\n\n

Pour chaque action, nous expliquons d’abord pourquoi elle est int\u00e9ressante et quel est son objectif. Puis nous donnons une m\u00e9thode concr\u00e8te pour passer \u00e0 l’action.<\/p>\n\n\n\n

Nous avons \u00e9galement ajout\u00e9 une histoire inspirante ou une anecdote.<\/p>\n\n\n\n

Elle peut venir de notre propre exp\u00e9rience ou s’appuyer sur des cas connus. L’id\u00e9e est de montrer que ces principes ne sont pas uniquement th\u00e9oriques et, surtout, de permettre au lecteur de se dire : \u00ab Moi aussi, je peux le faire. \u00bb<\/p>\n\n\n\n

Nous pr\u00e9sentons \u00e9galement les principales erreurs \u00e0 \u00e9viter et des pistes pour aller plus loin.<\/p>\n\n\n\n

Mais nous voulions aller au-del\u00e0 du livre traditionnel.<\/p>\n\n\n\n

C’est pour cela que nous avons int\u00e9gr\u00e9 des prompts que le lecteur peut copier-coller dans son intelligence artificielle pr\u00e9f\u00e9r\u00e9e.<\/p>\n\n\n\n

Pour moi, c’est devenu essentiel.<\/p>\n\n\n\n

Un livre peut donner une m\u00e9thode g\u00e9n\u00e9rale, mais l’intelligence artificielle permet ensuite de l’adapter \u00e0 sa propre situation. Le lecteur peut donner davantage d’informations sur son activit\u00e9, son entreprise, ses contraintes ou ses objectifs et obtenir une version beaucoup plus personnalis\u00e9e de l’exercice.<\/p>\n\n\n\n

Le livre devient donc un point de d\u00e9part, et l’IA permet d’acc\u00e9l\u00e9rer le passage \u00e0 l’action.<\/p>\n\n\n\n

Nous avons \u00e9galement cr\u00e9\u00e9 un espace lecteur avec plusieurs ressources compl\u00e9mentaires.<\/p>\n\n\n\n

On y retrouve notamment des infographies qui permettent de visualiser rapidement les principaux concepts et de retenir l’essentiel.<\/p>\n\n\n\n

Nous avons aussi pr\u00e9vu un court podcast chaque semaine.<\/p>\n\n\n\n

L’objectif est simple : aider le lecteur \u00e0 garder sa motivation tout au long des 90 jours.<\/p>\n\n\n\n

Parce que, finalement, la principale difficult\u00e9 n’est pas toujours de savoir quoi faire.<\/p>\n\n\n\n

Aujourd’hui, nous avons acc\u00e8s \u00e0 une quantit\u00e9 consid\u00e9rable d’informations, de m\u00e9thodes et de conseils.<\/p>\n\n\n\n

Le v\u00e9ritable d\u00e9fi, c’est de continuer \u00e0 agir suffisamment longtemps pour obtenir des r\u00e9sultats.<\/p>\n\n\n\n

C’est aussi pour cela que nous avons ajout\u00e9 des fiches d’action.<\/p>\n\n\n\n

\u00c0 la fin de la journ\u00e9e, le lecteur est invit\u00e9 \u00e0 prendre quelques minutes pour faire le point sur ce qu’il a r\u00e9alis\u00e9, ce qu’il a appris et ce qu’il va faire le lendemain.<\/p>\n\n\n\n

C’est un peu la m\u00eame logique qu’un journal de gratitude, mais appliqu\u00e9e \u00e0 l’action.<\/p>\n\n\n\n

L’id\u00e9e est de prendre conscience des progr\u00e8s r\u00e9alis\u00e9s, m\u00eame lorsqu’ils semblent modestes.<\/p>\n\n\n\n

Parce qu’au bout de 90 jours, ce ne sont pas forc\u00e9ment les grandes d\u00e9cisions qui font la diff\u00e9rence.<\/p>\n\n\n\n

Ce sont souvent les petites actions r\u00e9p\u00e9t\u00e9es, les tests, les corrections et la r\u00e9gularit\u00e9.<\/p>\n\n\n\n

En r\u00e9sum\u00e9, la m\u00e9thode 90-30, c’est donc : 30 minutes d’action par jour, pendant 90 jours, avec une m\u00e9thode, des exemples inspirants, des outils concrets et des ressources pour rester motiv\u00e9 jusqu’au bout.<\/p>\n","protected":false},"excerpt":{"rendered":"

Question : Donc, pour r\u00e9ussir, il faut appliquer \u00ab\u00a0la m\u00e9thode 90\/30 : une action concr\u00e8te \u00e0 mettre en place en 30 minutes pendant 90 jours\u00a0\u00bb : tu peux nous en dire un peu plus ? Fr\u00e9d\u00e9ric Canevet : La m\u00e9thode 90-30 part d’un constat tr\u00e8s simple : aujourd’hui, tout…<\/p>\n","protected":false},"author":2,"featured_media":26970,"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":[671],"class_list":["post-26969","post","type-post","status-publish","format-gallery","has-post-thumbnail","hentry","category-interviews","tag-frederic-canevet","post_format-post-format-gallery"],"yoast_head":"\nInterview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express (suite) - 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-suite-2\/\" \/>\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 (suite) - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Question : Donc, pour r\u00e9ussir, il faut appliquer \u00ab\u00a0la m\u00e9thode 90\/30 : une action concr\u00e8te \u00e0 mettre en place en 30 minutes pendant 90 jours\u00a0\u00bb : tu peux nous en dire un peu plus ? Fr\u00e9d\u00e9ric Canevet : La m\u00e9thode 90-30 part d’un constat tr\u00e8s simple : aujourd’hui, tout...\" \/>\n<meta property=\"og:url\" content=\"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing is Dead\" \/>\n<meta property=\"article:published_time\" content=\"2026-09-28T07:56:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-28T07:56:56+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2026\/09\/19842674.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"310\" \/>\n\t<meta property=\"og:image:height\" content=\"420\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"FLaurent\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"FLaurent\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\\\/#article\",\"isPartOf\":{\"@id\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\\\/\"},\"author\":{\"name\":\"FLaurent\",\"@id\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/#\\\/schema\\\/person\\\/c833e7ddb1d68e0df001732301d4aeb0\"},\"headline\":\"Interview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express (suite)\",\"datePublished\":\"2026-09-28T07:56:54+00:00\",\"dateModified\":\"2026-09-28T07:56:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\\\/\"},\"wordCount\":717,\"commentCount\":0,\"image\":{\"@id\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/consumerinsight.eu\\\/marketingisdead\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2026\\\/09\\\/19842674.jpg?fit=310%2C420\",\"keywords\":[\"Fr\u00e9d\u00e9ric Canevet\"],\"articleSection\":[\"Interviews\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\\\/\",\"url\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\\\/\",\"name\":\"Interview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express (suite) - Marketing is Dead\",\"isPartOf\":{\"@id\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\\\/#primaryimage\"},\"image\":{\"@id\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/consumerinsight.eu\\\/marketingisdead\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2026\\\/09\\\/19842674.jpg?fit=310%2C420\",\"datePublished\":\"2026-09-28T07:56:54+00:00\",\"dateModified\":\"2026-09-28T07:56:56+00:00\",\"author\":{\"@id\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/#\\\/schema\\\/person\\\/c833e7ddb1d68e0df001732301d4aeb0\"},\"breadcrumb\":{\"@id\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\\\/#primaryimage\",\"url\":\"https:\\\/\\\/i0.wp.com\\\/consumerinsight.eu\\\/marketingisdead\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2026\\\/09\\\/19842674.jpg?fit=310%2C420\",\"contentUrl\":\"https:\\\/\\\/i0.wp.com\\\/consumerinsight.eu\\\/marketingisdead\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2026\\\/09\\\/19842674.jpg?fit=310%2C420\",\"width\":310,\"height\":420},{\"@type\":\"BreadcrumbList\",\"@id\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Interview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express (suite)\"}]},{\"@type\":\"WebSite\",\"@id\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/#website\",\"url\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/\",\"name\":\"Marketing is Dead\",\"description\":\"Le marketing est mort, vive le marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Person\",\"@id\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/#\\\/schema\\\/person\\\/c833e7ddb1d68e0df001732301d4aeb0\",\"name\":\"FLaurent\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/32ed1a4db58b55f299a439a8589430a69f9bedd086a7a5372c1466bfe0f7a020?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/32ed1a4db58b55f299a439a8589430a69f9bedd086a7a5372c1466bfe0f7a020?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/32ed1a4db58b55f299a439a8589430a69f9bedd086a7a5372c1466bfe0f7a020?s=96&d=mm&r=g\",\"caption\":\"FLaurent\"},\"url\":\"http:\\\/\\\/consumerinsight.eu\\\/marketingisdead\\\/administrateur\\\/flaurent\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Interview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express (suite) - Marketing is Dead","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\/","og_locale":"fr_FR","og_type":"article","og_title":"Interview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express (suite) - Marketing is Dead","og_description":"Question : Donc, pour r\u00e9ussir, il faut appliquer \u00ab\u00a0la m\u00e9thode 90\/30 : une action concr\u00e8te \u00e0 mettre en place en 30 minutes pendant 90 jours\u00a0\u00bb : tu peux nous en dire un peu plus ? Fr\u00e9d\u00e9ric Canevet : La m\u00e9thode 90-30 part d’un constat tr\u00e8s simple : aujourd’hui, tout...","og_url":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\/","og_site_name":"Marketing is Dead","article_published_time":"2026-09-28T07:56:54+00:00","article_modified_time":"2026-09-28T07:56:56+00:00","og_image":[{"width":310,"height":420,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2026\/09\/19842674.jpg","type":"image\/jpeg"}],"author":"FLaurent","twitter_card":"summary_large_image","twitter_misc":{"\u00c9crit par":"FLaurent","Dur\u00e9e de lecture estim\u00e9e":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\/#article","isPartOf":{"@id":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\/"},"author":{"name":"FLaurent","@id":"http:\/\/consumerinsight.eu\/marketingisdead\/#\/schema\/person\/c833e7ddb1d68e0df001732301d4aeb0"},"headline":"Interview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express (suite)","datePublished":"2026-09-28T07:56:54+00:00","dateModified":"2026-09-28T07:56:56+00:00","mainEntityOfPage":{"@id":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\/"},"wordCount":717,"commentCount":0,"image":{"@id":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\/#primaryimage"},"thumbnailUrl":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2026\/09\/19842674.jpg?fit=310%2C420","keywords":["Fr\u00e9d\u00e9ric Canevet"],"articleSection":["Interviews"],"inLanguage":"fr-FR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\/#respond"]}]},{"@type":"WebPage","@id":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\/","url":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\/","name":"Interview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express (suite) - Marketing is Dead","isPartOf":{"@id":"http:\/\/consumerinsight.eu\/marketingisdead\/#website"},"primaryImageOfPage":{"@id":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\/#primaryimage"},"image":{"@id":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\/#primaryimage"},"thumbnailUrl":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2026\/09\/19842674.jpg?fit=310%2C420","datePublished":"2026-09-28T07:56:54+00:00","dateModified":"2026-09-28T07:56:56+00:00","author":{"@id":"http:\/\/consumerinsight.eu\/marketingisdead\/#\/schema\/person\/c833e7ddb1d68e0df001732301d4aeb0"},"breadcrumb":{"@id":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\/#primaryimage","url":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2026\/09\/19842674.jpg?fit=310%2C420","contentUrl":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2026\/09\/19842674.jpg?fit=310%2C420","width":310,"height":420},{"@type":"BreadcrumbList","@id":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite-2\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"http:\/\/consumerinsight.eu\/marketingisdead\/"},{"@type":"ListItem","position":2,"name":"Interview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express (suite)"}]},{"@type":"WebSite","@id":"http:\/\/consumerinsight.eu\/marketingisdead\/#website","url":"http:\/\/consumerinsight.eu\/marketingisdead\/","name":"Marketing is Dead","description":"Le marketing est mort, vive le marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"http:\/\/consumerinsight.eu\/marketingisdead\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Person","@id":"http:\/\/consumerinsight.eu\/marketingisdead\/#\/schema\/person\/c833e7ddb1d68e0df001732301d4aeb0","name":"FLaurent","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/secure.gravatar.com\/avatar\/32ed1a4db58b55f299a439a8589430a69f9bedd086a7a5372c1466bfe0f7a020?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/32ed1a4db58b55f299a439a8589430a69f9bedd086a7a5372c1466bfe0f7a020?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/32ed1a4db58b55f299a439a8589430a69f9bedd086a7a5372c1466bfe0f7a020?s=96&d=mm&r=g","caption":"FLaurent"},"url":"http:\/\/consumerinsight.eu\/marketingisdead\/administrateur\/flaurent\/"}]}},"jetpack_publicize_connections":[],"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p7oQEP-70Z","jetpack-related-posts":[{"id":26961,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite\/","url_meta":{"origin":26969,"position":0},"title":"Interview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express (suite)","author":"FLaurent","date":"21 septembre 2026","format":"gallery","excerpt":"Question : Le leitmotiv d\u00e9sormais, c\u2019est \"Priorit\u00e9 \u00e0 l\u2019action [avec] la m\u00e9thode 90\/30\"\u00a0: ce n\u2019est pas un peu le mal de notre \u00e9poque, on agit vite, tr\u00e8s vite\u2026 mais on oublie un peu de r\u00e9fl\u00e9chir\u00a0? Fr\u00e9d\u00e9ric Canevet\u00a0: C'est justement l'un des principes fondamentaux du livre\u00a0: dans un monde impr\u00e9visible, il\u2026","rel":"","context":"Dans "Interviews"","block_context":{"text":"Interviews","link":"http:\/\/consumerinsight.eu\/marketingisdead\/category\/interviews\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2026\/09\/Canevet-2.jpg?fit=433%2C559&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26955,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express\/","url_meta":{"origin":26969,"position":1},"title":"Interview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express","author":"FLaurent","date":"14 septembre 2026","format":"gallery","excerpt":"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\u00a0: d\u2019entr\u00e9e on a droit \u00e0 un nouvel acronyme, puisque vous d\u00e9clarez que nous\u2026","rel":"","context":"Dans "Interviews"","block_context":{"text":"Interviews","link":"http:\/\/consumerinsight.eu\/marketingisdead\/category\/interviews\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2026\/09\/Canevet-1.jpg?fit=426%2C462&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":24750,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/rencontre-avec-frederic-canevet-actualites-de-ladetem\/","url_meta":{"origin":26969,"position":2},"title":"Rencontre avec Fr\u00e9d\u00e9ric Canevet : actualit\u00e9s de l\u2019Adetem","author":"Marketing is Dead","date":"17 novembre 2013","format":false,"excerpt":"J\u2019ai crois\u00e9 Fr\u00e9d\u00e9ric Canevet de Conseils Marketing \u00e0 WebDeuxConnect 2013\u00a0et il en a profit\u00e9 pour r\u00e9aliser cette petite vid\u00e9o sur les actualit\u00e9s de l\u2019Adetem.","rel":"","context":"Dans "Entretiens"","block_context":{"text":"Entretiens","link":"http:\/\/consumerinsight.eu\/marketingisdead\/category\/entretiens\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":24800,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/medias-sociaux-et-b2b-linterview\/","url_meta":{"origin":26969,"position":3},"title":"M\u00e9dias sociaux et B2B : l’interview","author":"Marketing is Dead","date":"7 mai 2013","format":false,"excerpt":"Lors de la soir\u00e9e de lancement de M\u00e9dias sociaux et B2B - Un mariage d'amour ? chez Kawa (les photos de la soir\u00e9e, c\u2019\u00e9tait ici), Fr\u00e9d\u00e9ric Canevet (son blog est ici) a interview\u00e9 auteurs et coauteurs pr\u00e9sents - dont le r\u00e9dacteur de ce blog !Personal Branding en B2B - Fran\u00e7ois\u2026","rel":"","context":"Dans "Livres"","block_context":{"text":"Livres","link":"http:\/\/consumerinsight.eu\/marketingisdead\/category\/livres\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":25823,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-et-ses-outsiders-le-point-de-vue-de-frederic-cantat\/","url_meta":{"origin":26969,"position":4},"title":"Le marketing et ses outsiders : le point de vue de Fr\u00e9d\u00e9ric Cantat","author":"FLaurent","date":"29 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"","block_context":{"text":"Interviews","link":"http:\/\/consumerinsight.eu\/marketingisdead\/category\/interviews\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Cantat.jpg?fit=528%2C480&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Cantat.jpg?fit=528%2C480&resize=350%2C200 1x, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Cantat.jpg?fit=528%2C480&resize=525%2C300 1.5x"},"classes":[]},{"id":26532,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/pas-de-mission-sans-passion\/","url_meta":{"origin":26969,"position":5},"title":"Pas de mission sans passion","author":"FLaurent","date":"28 mars 2022","format":false,"excerpt":"Cette ann\u00e9e, avec Fr\u00e9d\u00e9ric Dumas, nous avons choisi d'illustrer dans le cadre d'Adetem Horizon(s) 3 des 6 th\u00e9matiques du Manifeste du Conseil Scientifique de l'Adetem\u00a0: 36 \u00e9vidences pour demain. Et apr\u00e8s\u00a0: \u00ab\u00a0Marketing et RSE\u00a0: des alli\u00e9s incontournables et une histoire d\u2019amour durable\u00a0\u00bb, le 15 F\u00e9vrier dernier, nous aborderons\u00a0: \u00ab\u00a0Pas de\u2026","rel":"","context":"Dans "Actualit\u00e9"","block_context":{"text":"Actualit\u00e9","link":"http:\/\/consumerinsight.eu\/marketingisdead\/category\/actualite\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2022\/03\/shutterstock_1721814160-677x420-1.jpg?fit=677%2C420&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2022\/03\/shutterstock_1721814160-677x420-1.jpg?fit=677%2C420&resize=350%2C200 1x, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2022\/03\/shutterstock_1721814160-677x420-1.jpg?fit=677%2C420&resize=525%2C300 1.5x"},"classes":[]}],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2026\/09\/19842674.jpg?fit=310%2C420","_links":{"self":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26969","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=26969"}],"version-history":[{"count":1,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26969\/revisions"}],"predecessor-version":[{"id":26971,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26969\/revisions\/26971"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/26970"}],"wp:attachment":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=26969"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=26969"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=26969"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}