4 Questions for Thurbon, COO and Co-Founder, ChangeLabs
Interview with Dom Thurbon, Chief Creative Officer and Co-Founder, ChangeLabs
A world top-10 speaker, former head of research for global generational trends and a strategy consultant, Thurbon works with partner organizations to address important social issues in areas such as health, education and skill shortages. He is currently focusing on projects to do with helping companies embrace the potential of Web 2.0 and adopt to new technologies. Thurbon will be the keynote speaker at Photizo’s MPS Conference in Sydney Australia.
How have you seen the imaging market evolve?
I haven’t even been out of uni ten years, lot alone in the imaging market! But what I can tell you is in that short period of time I’ve seen my own company (of more than 50 people) and most of our clients and partners go from being paper-heavy to paper-light. Or at the very least, start the journey. I think the fundamental conception of the ‘document’ as being the focal point as a repository of knowledge is shifting as digitisation becomes the dominant paradigm. This obviously places huge pressure on business for whom documents and printing represent core business. But it also represents profound opportunity; to own the market shift and the position in the minds of the consumer as not just people who know ‘print services’, but people who know ‘information and knowledge services’. This is obviously a big shift.
What is changing and how are you participating in that change?
One dominant trend I’m seeing across industries and across geographies is companies trying to move up the value chain. Especially organisations typically in heavily commotidised, product-based markets. This repositioning and moving up the value chain brings with it unique challenges and requires an innovative approach to taking products and services to market. The best we here at ChangeLabs can bring to the market is expertise in complex, facilitation-based selling; moving out of products and into higher value, partnership-based services. This transition requires a new approach to sales, facilitation, presentation and audience-based marketing – and that’s the part of the conversation we enjoy adding value to.
As the keynote speaker at the upcoming MPS Conference in Sydney, what are your expectations for the event?
Well, as always, I expect thunderous applause and a preparation room backstage filled with only green M&Ms… But other than that, looking at the impressive array of talent on display on the platform, I’m excited about hearing really different, thought provoking perspectives on the direction of the industry and how organisations can meet the emerging challenges, to help them move confidently into the future.
Why is it important for the industry to attend events such as this?
Right now the MPS market is growing rapidly – with Asia-Pacific outpacing the rest of the world in terms of organic growth. But at the same time, market demands are shifting and tapping the future potential of the market is going to require new approaches, innovation in business models and offerings and fresh thinking. Events like this are the ‘hubs’ where you can fast-track your exposure to these trends, ideas and insights. You can’t afford to miss events like this if you want to make sure you’re future-proofing your thinking!
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