Zoonotic

Introduction: What do I want to achieve with this book? 9

Part 1: What is a Zoonotic? 16
1: A new and previously unknown combination 19
• What are successful Zoonotics? 21
• How predictable is a pandemic? 35

2: A Zoonotic is like a Cheetah on the prowl 38
• It starts with a singularity 38
• AI will change the face of health care 43
• Cake: a lurking Zoonotic in the financial sector? 44
• Shazam lay slumbering for six years 46
• Perlego: a Spotify for textbooks? 48
• Strava: cycling and running together across time and place? 50
• AI and algorithms as a slumbering Zoonotic 51
• Google Duplex 52
• Airbnb takes the hotel sector out of its comfort zone 52

3: A Zoonotic accelerates exponentially 56
• Much faster than a trend 56
• More disruptive than a hype 59
• Exponential growth: a Cheetah at top speed 61
• The reproductive factor determines the speed of growth 65
• A Zoonotic can mutate 69
• Growth is fine, but never lose sight of your customers 69
• Is Facebook a Predatory Zoonotic? 71
4: A Zoonotic knows no boundaries 73
• Think global, act local 75
• More Zoonotics are on the way 76
Checklist 79

Part 2: How do you become a Zoonotic? 81
1: Start from your core: your Unfair Advantage 83
• What is an Unfair Advantage? 83
• What are the seven advantages of a Cheetah? 85
• Do the Unfair Advantage Cheetah test 88
• How do you find your Unfair Advantage? 91

2: A Zoonotic leader gives the kick-off 107
• How can you recognise a Zoonotic leader? 108
• A Zoonotic leader is a creative hacker 111
• A Zoonotic leader is performance-driven 114
• IQ is important, but so is EQ 116
• A Zoonotic leader promotes Stakeholder Capitalism & Good Karma AI 120
• Getting started with the Value Pyramid 123
• A Zoonotic leader hunts for latent needs 129
• A Zoonotic leader makes use of machine learning 133
• A Zoonotic leader sees everything more clearly 135

3: Develop an agile Zoonotic team 141
• Give the young cubs a chance 141
• How to win the trust of your young people 142
• Go for a truly fab team 146
• Big Hairy Audacious Goals as the binder 149
• Ensure connection 149
• Search for team members beyond your own national borders 151

4: Work at developing your OWN Zoonotic strategy 155
• Exercise 1: The hot-air balloon 156
• Exercise 2: Reflecting on the spread of innovations 158
• Exercise 3: Future Mapping 160
• Exercise 4: Zoonotic builder 162
• Exercise 5: Strategic planning 165
• Exercise 6: Tracing undesirable consequences 167
• Exercise 7: Point of departure 168
Checklist 176

Part 3: How cAn you fight a Zoonotic? 178
1: Develop an influencer strategy NOW 181
• Why influencer marketing? 181
• What is influencer marketing? 183
• What does influencer marketing look like? 183
• From storytelling to storydoing 186
• No goals, no glory 187
• When should you use influencer marketing? 188
• Five ways to find influencers 188
• Influencer found. What now? 191
• On which channels should you use your influencers? 193
• Three platform-transcending trends 194

2: Navigating in the sandstorm 198
• Who wields the hammer? Who leads the dance? 199
• What has corona taught us? 203
• Is a Zoonotic difficult to identify initially? 206
• The approach of the COVID-19 Taskforce in the port of Antwerp 207

3: What is your Zoonotic defence scenario? 214
• Recognising the different phases of the attack 214
• Fast tracing and reporting 215
• Reacting quickly 217
• Practice via a Zoonotic war game 218
• Successful Zoonotic-busters react with lightning speed 222
• How a Predatory Zoonotic can accelerate its own downfall 224
• Government policy and Zoonotics? 226
Checklist 233

If there is anything I can do 234
Bibliography 236