OUTSIDE INSIGHT
Book ID/图书代码： 03540016B87187
English Summary/英文概要： Jorn Lyseggen, the CEO of Meltwalter, is a Norwegian/Korean who set up an office with $15,000 of his savings in 2001 with a simple piece of software to market and has built a company today with revenues in excess of $153m with 1000 employees in 50 offices around the world.
He had a simple idea – Outside Insight. Put simply - look outside your industry to benchmark your development and future strategies. We are used to looking at our competitors through google and other means but his software looks in real time at millions of documents, social media mentions and company reports to give executives proper insight in their companies.
He believes this philosophy can be extended to management, future business opportunities and troubleshooting. He would like to inspire future entrepreneurs (he has set up a social enterprise in Ghana to encourage this) and be read by business people over the world to encourage a new way of looking at their businesses.
As you know, pretty much every significant business of the digital era is built, in one form or other on data. Amazon uses its 152 million customer account to refine its recommendations and improve its customer service, Google uses data to both develop new products and target advertising more effectively, Netflix leverages user data to make and target content and Facebook is, effectively, the world’s largest spreadsheet – its 1.5 billion users are an unpaid workforce handing over their data at the rate of close to 30 billion pieces of content every month.
Outside Insight will make the case that intelligence gathered from the vast amount of data being generated throughout the global economy can have a transformative impact on every business – and will be every organisation’s most important tool for understanding opportunity and predicting future performance.
By taking us through case studies from a range of businesses and organisations - from Nike, Canon, Volvo, Cisco, Suntory, L’Oreal, Nespresso, Amazon Fresh, Manchester United, the World Wide Fund for Nature to the Obama 2012 campaign and many others – we will learn how to think outside our usual ways of determining success. Outside Insight has been used by football clubs trying to gauge the relative popularity of the players in foreign markets, a camera manufacturer to advance an anti-counterfeiting campaign, US banks to detect money laundering, French wine growers to optimize their harvests, a detergent brand to educate consumers regarding its ingredients, a neuroscientist studying the correlation between testosterone levels and daily earnings in City traders, conservation groups to better understand the threats faced by endangered species, healthcare providers to conduct large-scale research by oncologists, venture capitalists to find opportunities in unfamiliar markets, automotive manufacturers to design safer cars and governments to reduce piracy in the Indian Ocean. Eight-five per cent of military intelligence – from mapping to sentiment analysis in local populations – is now open source and driven by technology.
In short, Outside Insight can be applied to any industry at almost any stage of the business, offering organisations and brands deep consumer insight and a sense of their place in the world in relation to their competitors.
Chinese Summary/中文概要： 挪威裔韩国人Jorn Lyseggen是融文（Meltwalter）的首席执行官。2001年，公司刚成立时只有1.5万美元，一台老式咖啡机，用的是旧家具和在奥斯陆借来的办公室。他们凭借一款简单的软件发展至今，成为了一家年收入逾1亿5千3百万美元，在全球拥有50个办事处，1000多名员工的公司。
他的理念非常简单，就是“洞察外部世界”。简单而言就是跳出自己所在的行业，衡量自身发展和未来的策略。我们习惯于通过谷歌或其他方式研究竞争对手，但融文的软件实时研究海量的文档、社交媒体信息和企业报告，帮助管理者有效洞察自己的企业。他认为这种管理哲学可以延伸至管理、未来商业机会和问题解决领域。
众所周知，数字时代，几乎每一家大企业都建立在某种形式的数据之上。亚马逊利用1亿5千2百万的用户账号改进推荐内容并提升客户服务；谷歌利用数据开发新产品并进行有效宣传；脸书更是将其15亿用户作为免费劳动力，每月为其提供300亿数据内容……
本书将告诉读者，从大数据中提取的海量经济情报对任何企业来说都至关重要，也将成为每个企业发现机会并预测未来表现的最重要的工具。
本书利用包括耐克、佳能、威尔我、思科、欧莱雅等各类企业和组织的例子说明应该如何打破常规，重新定义成功。这种理念曾经被足球俱乐部用于衡量球员在海外市场的受欢迎程度；被相机生产商用于发起一场反虚假运动；被美国银行用于监测洗钱行为；被法国酒商用于优化丰收……85%的军事情报——从地图到当地人口的分析——都是开源的，并由技术驱动。
简言之，“洞察外部世界”可运用于任何行业任何企业的所有阶段，为企业、组织、品牌提供深入的客户信息，并帮助其了解自己在世界上的位置以及与竞争对手的关系。（LYR）
Awards/获奖情况：A must read. Lyseggen provides a road map for how to use market insights to transform how we run our organisations from the bottom up to the board room (Peter Tufano, Peter Moores Dean, Oxford University Saïd Business School)
I wanted to share with you the press and reviews here, together with endorsements and Amazon reviews here. As well, here is the full press kit for reference. Additional case studies, videos, current events and more material for executives can be found at outsideinsight.com.
About the Author/作者介绍： Jørn Lyseggen is the Founder & CEO of Meltwater. A Norwegian entrepreneur and philanthropist, his previous ventures included 2 exits and an IPO. He founded Meltwater in Oslo, Norway in 2001 with an investment of just $15,000. Built on the notion of Outside Insight, Meltwater is now a global leader in B2B online media intelligence, with over 55 offices across six continents. He founded the Meltwater Entrepreneurial School of Technology (MEST), a training program, seed fund and incubator for African entrepreneurs, in 2008, and launched Shack15, a data science hub in London, in 2016. Jorn has been featured on CNN, TechCrunch, TedX and more.
Format:HARDCOVER
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE(到期可授)
Complex/Traditional Chinese/繁体中文：AVAILABLE(到期可授)
Sales in other countries/其他国家销售情况：UK/Portfolio (Penguin)
原文第一章内容：暂无
手稿：暂无
大纲：暂无