{"id":26400,"date":"2021-03-25T19:58:38","date_gmt":"2021-03-25T19:58:38","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26400"},"modified":"2021-03-25T19:58:39","modified_gmt":"2021-03-25T19:58:39","slug":"xavier-wargnier-de-kawa-a-heritagebike","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/xavier-wargnier-de-kawa-a-heritagebike\/","title":{"rendered":"Xavier Wargnier, de Kawa \u00e0 HeritageBike"},"content":{"rendered":"\n

Xavier Wargnier<\/strong>, je l\u2019ai connu \u00e9diteur \u2013 notamment de plusieurs de mes livres \u2013, puis comme fondateur des Sommets du Digital<\/em>, je le retrouve \u2026 constructeur de v\u00e9los !<\/p>\n\n\n\n

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

MarketingIsDead : <\/strong>Les Editions Kawa, les Sommets du Digital, et maintenant les Ateliers HeritageBike : es-tu ce que l\u2019on peut appeler un serial entrepreneur ?<\/em><\/p>\n\n\n\n

Xavier Wargnier :<\/strong> Serial entrepreneur je ne sais pas, mais c\u2019est surtout la cons\u00e9quence de mon caract\u00e8re de passionn\u00e9 qui a une id\u00e9e \u00e0 la minute et qui aime la nouveaut\u00e9. Ce n\u2019est pas une strat\u00e9gie de carri\u00e8re mais plut\u00f4t des rencontres et des \u00e9motions qui me poussent dans des nouvelles aventures r\u00e9guli\u00e8rement. Et pour \u00eatre sinc\u00e8re je suis un fain\u00e9ant de nature et j\u2019ai besoin de ressentir, de vibrer, de d\u00e9couvrir pour m\u2019\u00e9panouir dans mon quotidien professionnel. Quoi de plus excitant que de cr\u00e9er une nouvelle activit\u00e9 ?<\/p>\n\n\n\n

MarketingIsDead : <\/strong>De l\u2019\u00e9dition \u00e0 la fabrication de v\u00e9los, il y a \u2026 un sacr\u00e9 saut : qu\u2019est-ce qui t\u2019a motiv\u00e9 ?<\/em><\/p>\n\n\n\n

Xavier Wargnier :<\/strong> Compliqu\u00e9 d\u2019expliquer ce saut dans le vide mais c\u2019est surtout la rencontre avec Guillaume Monsigny, designer automobile de profession et la volont\u00e9 commune de cr\u00e9er un v\u00e9lo d\u2019exception made in France. Nous \u00e9tions align\u00e9s sur le projet et ses ambitions en \u00e9tant tr\u00e8s compl\u00e9mentaire entre nous. Et puis ce f\u00fbt aussi un d\u00e9fi \u2013 pari lors de la 4eme \u00e9dition des Sommets du Digital o\u00f9 je me suis avanc\u00e9 devant toute cette communaut\u00e9 en annon\u00e7ant ce projet. Je ne pouvais plus reculer ensuite !<\/p>\n\n\n\n

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

MarketingIsDead : <\/strong>Dis-en nous un peu plus sur les Ateliers HeritageBike : c\u2019est quoi le positionnement, sa diff\u00e9renciation, sa mission ?<\/em><\/p>\n\n\n\n

Xavier Wargnier :<\/strong> Nous ne sommes pas issus du milieu du cycle et je pense que cela \u00e9t\u00e9 une force au contraire. Les professionnels du secteur rencontr\u00e9s nous ont annonc\u00e9 des \u00ab c\u2019est impossible de fabriquer en France \u00bb,<\/em> \u00ab il faut des ann\u00e9es pour lancer un v\u00e9lo et une marque3<\/em>\u2026 Nous avons alors, par r\u00e9action sans doute, mis les bouch\u00e9es double en \u00e9tant convaincus que notre militantisme et l\u2019absence de compromis sur la qualit\u00e9 et le design feront la diff\u00e9rence.<\/p>\n\n\n\n

Aujourd\u2019hui, la proposition de valeurs des Ateliers Heritagebike<\/em> est \u00ab Mettre de l\u2019exception dans votre mobilit\u00e9 \u00bb<\/em> et cela r\u00e9sume assez notre positionnement. Nous sommes sur un march\u00e9 de niche mais surtout nous assumons que nos v\u00e9los ne sont pas les v\u00e9los de Monsieur Tout le Monde<\/em>. Nous avons chois de travailler avec des artisans d\u2019exception, des mat\u00e9riaux de qualit\u00e9 et le plus propre possible (fibre de lin et cuir au tannage v\u00e9g\u00e9tal), mais aussi de proposer des innovations de fabrication comme un gros travail en bureau d\u2019\u00e9tude pour int\u00e9grer dans le cadre batterie et moteur et ainsi avoir un centre de gravit\u00e9 extr\u00eamement bas permettant un confort d\u2019utilisation et des performances vraiment optimis\u00e9es (plus de 100 km d\u2019autonomie).<\/p>\n\n\n\n

Nous proposons une petite gamme qui va s\u2019\u00e9toffer dans les prochaines semaines encore et nous travaillons avec des gros partenaires pour aller encore plus loin dans le Made in France<\/em> et dans les performances\u2026 tout en conservant notre diff\u00e9renciation de design totalement assum\u00e9 !<\/p>\n\n\n\n

MarketingIsDead : <\/strong>Et apr\u00e8s ?<\/em><\/p>\n\n\n\n

Xavier Wargnier :<\/strong> Pour une fois, je pense que la p\u00e9riode et ses difficult\u00e9s vont m\u2019accaparer encore un moment avec un secteur de l\u2019\u00e9dition qui n\u2019est pas en grande forme et qui innove trop peu \u00e0 mon go\u00fbt, l\u2019\u00e9v\u00e9nementiel a r\u00e9invent\u00e9 et la p\u00e9nurie mondiale de pi\u00e8ces pour le v\u00e9lo qui nous handicape chaque jours et durablement. Les challenges sont encore nombreux et tellement excitants que je pense que je ne vais pas aller dans une nouvelle activit\u00e9 en plus\u2026 au moins cette ann\u00e9e !<\/p>\n","protected":false},"excerpt":{"rendered":"

Xavier Wargnier, je l\u2019ai connu \u00e9diteur \u2013 notamment de plusieurs de mes livres \u2013, puis comme fondateur des Sommets du Digital, je le retrouve \u2026 constructeur de v\u00e9los ! MarketingIsDead : Les Editions Kawa, les Sommets du Digital, et maintenant les Ateliers HeritageBike : es-tu ce…<\/p>\n","protected":false},"author":2,"featured_media":26401,"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":[149],"tags":[569,568,567],"yoast_head":"\nXavier Wargnier, de Kawa \u00e0 HeritageBike - 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=\"https:\/\/consumerinsight.eu\/marketingisdead\/xavier-wargnier-de-kawa-a-heritagebike\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Xavier Wargnier, de Kawa \u00e0 HeritageBike - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Xavier Wargnier, je l\u2019ai connu \u00e9diteur \u2013 notamment de plusieurs de mes livres \u2013, puis comme fondateur des Sommets du Digital, je le retrouve \u2026 constructeur de v\u00e9los ! 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Voil\u00e0 ce que vous propose Kawa, mon \u00e9diteur favori qui vient de publier\u00a0Le marketing augment\u00e9, le dernier ouvrage du Conseil Scientifique de l\u2019Adetem\u00a0: partir du 1er\u00a0au 3 f\u00e9vrier 2016 \u00e0 La Clusaz pour tout savoir sur la transformation digitale, l\u2019innovation et le Marketing d\u2019aujourd\u2019hui. Si\u2026","rel":"","context":"Dans "Actualit\u00e9"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/02\/papers.co-mt89-mountain-night-snow-dark-star-23-wallpaper.jpg?fit=1200%2C750&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":24797,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/2-e-reputations-mais-un-seul-personal-branding-1\/","url_meta":{"origin":26400,"position":4},"title":"2 e.r\u00e9putations, mais un seul personal branding #1","date":"16 octobre 2013","format":false,"excerpt":"J\u2019ai r\u00e9dig\u00e9 ce papier pour mes amis Yann Gourvennec et Herv\u00e9 Kabla, il para\u00eet aujourd\u2019hui dans La communication digitale \u00e0 mon boss que les joyeux duettistes publient chez Kawa \u2013 en commande ici, attention, c\u2019est \u00e9pais\u00a0!Avec le Web social, la fronti\u00e8re devient extr\u00eamement poreuse entre e.r\u00e9putations personnelle et professionnelle\u00a0: faut-il\u2026","rel":"","context":"Dans "Livres"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/marketingisdead.blogspirit.com\/media\/01\/02\/1410308872.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25729,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/startup-mode-demploi\/","url_meta":{"origin":26400,"position":5},"title":"Startup, Mode d’emploi","date":"29 avril 2018","format":"gallery","excerpt":"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 lors d\u2019une r\u00e9union du Club\u2026","rel":"","context":"Dans "Livres"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/04\/Laurence-Leseur.jpg?fit=1200%2C900&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26400"}],"collection":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=26400"}],"version-history":[{"count":1,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26400\/revisions"}],"predecessor-version":[{"id":26403,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26400\/revisions\/26403"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/26401"}],"wp:attachment":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=26400"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=26400"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=26400"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}