Discussing Deep Tech and the New 4Ps
This coming week I will be taking part in a live webinar with Maria Moraes Robinson (CEO of Holonomics, Brazil) and Igor Couto (CEO of 1STi) in which we will be exploring our conception of deep tech and how we can help organisations transform through the new 4Ps, a term I coined in 2015 to help organisations understand the main drivers for digital and cultural transformation.
The original 4Ps were product, prince, place and promotion and these are all very much still valid for any marketing campaign, be it for biscuits, a new Netflix series, an item of clothing, a new book, and also any social impact or ecological campaign we can think of.
However, I coined the phrase as I really believe that prior to marketing our offerings, we need a higher framework to locate everything an organisation is doing, hence the new 4Ps of platforms, purpose, people and planet.
The New 4Ps are of vital importance in helping us to comprehend the manner in which there is now an incredible concentration of power, with Apple, Microsoft, Alphabet, Amazon, Facebook, Alibaba e Tencent representing more than US$ 6.3 trillion in market value, meaning that seven out of ten of the most valuable businesses are now platform-based enterprises.
This concentration of wealth and technological power raises many important questions in relation to how we now see the evolution of advanced technology in relation to evolving to more equitable societies and restoring our planet’s depleted natural ecosystems. So in our webinar we will be asking what it means to be human in this new reality which is emerging, and how organisations and businesses can evolve to ensure that they continue to be meaningful and impactful in our lives.
If you would like to join our webinar (Portuguese), it will take place on the 17th June at 6pm. Registration is free, simply sign up on the webinar home page here. And for everyone who is not a Portuguese speaker, please stay in touch as we will be making more exciting announcements about how you can get involved with deep tech and explore the new 4Ps with the Deep Tech Network very soon.
