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Invite Estelle Metayer/Competia as a keynote speaker or workshop facilitator at your conferences, strategic retreats, and association events.  Participants have been known for sharing with their teams the tools she is presenting as they listen! The topics she presents are an eye-opening experience. Here are a few of her most popular speeches:

All speeches and panel participations may be conducted in English or French. Many topics can be customized to your specific industry, or to the participants profiles.They can be run as a keynote presentation, or be part of an interactive workshop.


Digital World, Analog Company: Leading Digital Transformation

New media and emerging smart technologies are deeply changing the way companies organize, make decisions, retain talent and interact with their customers. Business models are imploding and customers are increasingly savvy and demanding. In these challenging times, traditional companies face the need to make rapid and responsive changes while operating in a world of ambiguity. What strategies are best?

Themes discussed include:

  • The digital journey: illustrating through concrete case studies how companies can go from digitally reactive to digitally strategic and transformational with a particular emphasis on customer centricity
  • Dealing with the friction posed by the clash of generations and the benefits of reverse mentoring
  • Catalysts and inhibitors in the digital world for developing new skills and new organizational structures
  • Aligning the organization’s processes and mindset to the influx of data and its impact on customer service, corporate communication, and R&D development
  • Sorting noise from signal – triangulating data, eliciting information
  • Avoiding the “Quick Sand” –useful tips for not falling into unintended digital footprints

Weak Signals: Finding Your Canary

“In 1996, Ralph Stacey said, “At least 90% of textbooks on strategic management are devoted to that part of the management task which is relatively easy: the running of the organizational machine in as surprise-free a way as possible. On the contrary, the real management task is that of handling the exceptions, coping with and even using unpredictability, clashing counter-cultures. The task has to do with instability, irregularity, difference and disorder.” In a world where we are inundated by data, it is often difficult to filter the critical information from the noise.  However, if you look closely, weak signals are always detectable, signalling a significant change ahead. When these signals go undetected, or are disregarded, the results can be disastrous. Witness Kodak, Blackberry, Blockbusters — all companies that did not heed the signals of change in their environment. No company is immune to change, as tomorrow it could even be Apple or Lego. Through striking examples and case studies, this presentation demystifies the methodology and tools that can be used to decipher the signals of the future.

Themes discussed include:

  • Weak signals as precursors of future trends
  • Tapping into orthogonal sources of information to find signals
  • Telescoping from big patterns to tiny insights
  • Finding new and refreshing sources of inspiration to challenge assumptions
  • Broadening your fields of expertise to open peripheral vision

Competing in the 21st Century:  How to Rethink, Redefine and Revamp Your Business Model

In every industry, new emerging players are rapidly gaining market share (Uber, Amazon). Traditional companies with a long history of proven success are often struggling to figure out how to rapidly evolve and adapt. Part of the answer is having the willingness and ability to question their existing business model, redefine the competitive arena they choose to compete in, and rethink their relationships with customers and strategic partners. This speech highlights what innovative new business model-based companies are doing right, and how to compete against them.

Themes discussed include:

  • Pivoting the business model of a large organization: revamping strategies, processes and skills
  • Breaking out of the narrow boundaries of your self-definition
  • How to entice customers to love your new company
  • After Google, Uber, Amazon… who will be the next champions

Strategic Blindspots: How to Avoid Them

Have you been overtaken by surprise by events in your industry, especially in the last few years? As industries become increasingly complex, it is more difficult than ever to govern companies with the smart foresight. As an executive or a board member, you are responsible for identifying where the company might have underestimated a strategic risk, or where you are failing to see a strategic opportunity. This presentation gives board members, CEOs and their teams concrete methodologies to identify possible sources of competitive blindspots in their organization, and the tools to figure out how to avoid them and seize opportunities for growth.

Themes discussed include:

  • Why good executives can make bad decisions
  • Recognizing three types of blindspots
  • Challenging your unchallenged assumptions and corporate taboos
  • Unlocking new growth pillars by challenging industry boundaries
  • Capturing weak signals: the art of trend analysis and action

Secrets to Developing Smarter Competitive Intelligence than Your Competitors!

Competitive Intelligence is nothing more than being able to support crucial decisions with facts, not anecdotes, intuition, or subjective perceptions. Those companies with good intelligence can avoid surprises, anticipate their competitors’ emerging or future moves, and challenge common wisdom to develop new innovative products. This talk focuses on numerous key topics to ensure you develop superior competitive intelligence: How to leverage the web to obtain information and do research on competitor companies and individuals? How to mine social media to obtain customer Intelligence? How to trace and anticipate future competitors’ moves? How to sort the noise from real signals.

 Themes discussed include:

  • An introduction to Competitive Intelligence – including world-class examples
  • How to search on people’s profiles and private company information using the Invisible Web (about 70% of the web!)
  • Thought-provoking methods to tackle trends analysis and develop new products
  • How companies leave digital footprints on the Web and how to protect your confidential information
  • How to identify opportunities to shake your existing business models and reinvent your industry

Navigating the Invisible Web

70% of the Web is hidden from search engines.  Discover how your company can unlock new sources of strategic value.

This presentation focuses on advanced research techniques used by strategic intelligence analysts. Learn how successful organizations access crucial concealed data for opportune strategic decisions. Including:

  • Decoding the Invisible Web. How to find “hidden” databases not indexed by search engines.
  • Discover tools that provide access to highly structured, rich data about markets and companies such as financial information, analysts’ reports, description of activities, patents, trademarks, tracking domain names, and strategies for public and private companies world-wide.
  • Test different “toolkits” that allow you to target sources of information you need rapidly.
  • Understand the relevance of blogs and social media to Competitive Intelligence and how to obtain information about consumer perception and feedback, future technology trends, and unveil CEOs’ personal blogs.
  • Explore the best sites and resources available to pinpoint key trends likely to impact your business. Test relevant software and tools that map out weak and strong signals in your industry.

Participants will learn how to tap into the Web’s hidden pool of information to effectively anticipate competitors’ moves, detect emerging technologies, trends and applications weeks before any public announcement – and to target business individuals’ profiles, personal interests and decision-making patterns.

The 4Ps of Marketing Are Dead, Replaced by the New 5Ps of Social Marketing

Social media is shaking up the world of marketing. The brands that survive will be those that are able to transition from the traditional 4P marketing framework (Price, Promotion, Place, Product) to the new social marketing 5Ps:  Passion, Personalisation, Periphery, Partnership, and Parity. This speech is based on the 2014 article published by Estelle in the Harvard Business Review, “How Lego has reinvented the marketing 4P’s.”  ( )

Themes discussed include:

  • How social media is shifting the marketing mix
  • Creating a vibrant customer community
  • The new face of marketing


Understanding and Working with Generation C (the Connected Generation)

Millennial are already in the workforce and well understood, but are companies really ready for Generation C – the generation that grew up with Internet, open collaboration, and “freemium” goods? How will this generation consume? How will you integrate it into the workforce?

Themes discussed include:

  • The characteristics of Generation C and how they differ from the rest of us
  • The future of the sharing economy
  • Guidelines for compensation and retention of Gen C workers
  • The power of reverse mentoring

Preparing for The Future World of Work

In the age of smart machines and as robotics are rapidly exceeding human capabilities, this presentation zeroes in on the challenges for the future of work and how your company may be affected. The presentation can be customized to your industry.

Themes discussed include:

  • Overview of advances in robotics, AI, and smart machines – the predictions and the reality
  • Leadership skills for the 22nd century and preparing for the 22nd century workforce
  • The redefinition of geographies and what it means for governments and countries

Long-term Future Trends that Will Affect Innovation at its Core

This talk examines the key trends that are sure to impact companies and their customers globally in the next 5 to 10 years. It also explores how trends analysis is a crucial tool to help support your strategic decisions to avoid surprises.

Themes discussed include:

  • A review of 4 to 6 major long-term trends that will affect the global business world in the coming decade, both in their impact on business models and customers  
  • A toolkit of information sources and new inspiration that can be found online and which are being used today by intelligence analysists, futurists and foresight professionals
  • How to link the trend analysis process to your innovation / strategic planning / thinking processes
  • How to link future trends to the personal development of your leadership team to develop a “trend-spotter’s mindset

Note: This talk can be tailored to future trends in specific industries: media, food, and agricultural technology


Using Social Media to Scale and Accelerate Innovation

Social media tools offer today a unique ability for entrepreneurial companies to scale up their innovation efforts. Whether you operate in the B2B or B2C sector, social media will help you make gains in productivity, reduce marketing budgets, yet reach more effectively and more broadly your target audience.

Themes discussed include:

  • Crowdfunding innovation – do’s and don’ts
  • Building a brand using social media – accessing crucial customer and market information to formulate and lock in a loyal brand following
  • Tools to synthesize insights and identify business opportunities
  • how to enter international markets and networks, and connect with worldwide experts

Beyond Reputation: Building Your Social Capital

This talk introduces participants to the notion of “social capital” which is valid for both individuals and companies. Your social capital is larger than your reputation – it encompasses everything that is available about you online and that impacts your influence. 98% of search firms will check a candidate’s profile before hiring. Over 60% of decisions concerning a partnership with a company or a person include a background check online. It has never been more important for individuals to carefully monitor, and build their online social capital.

Themes discussed include:

  • The measure of social capital and its influence on one’s credibility and visibility internationally
  • How to measure influence (or influencers for a business)
  • Protecting one’s reputation online
  • When a company’s or an individual’s reputation has been damaged overnight and how to remedy
  • Tools to create an online profile that is consistent and professional

Leveraging Social Media to Obtain Deep Customer and Competitor Insights

This talk demystifies the extraordinary opportunities offered by the social web to obtain new insights on companies or individuals. It teaches numerous tricks and secrets to mine the social web to obtain intelligence on people and competitors.  

Themes discussed include:

  • Demystifying new media – it’s completely understandable if you try
  • Leveraging the social web to obtain insightful data about companies or markets, including your competitor’s future moves
  • Introduction to the “Invisible Web” – accessing data not available through traditional search engines
  • Thought-provoking methods and sources of information to tackle customer intelligence: tracking moods and sentiments, anticipating future purchases and customer needs, and starting conversations
  • Developing the art/mindset of reading between the lines in social media
  • Sorting noise from signal – triangulating data, and eliciting information through social media
  • Leaving footprints on the Web: common mistakes that companies or individuals disclose unknowingly about their next moves
  • Privacy as one of the key challenges in the 21st century
  • When technology offers the opportunity to reinvent your industry: case studies and best practices

Create “Customer Intimacy” Using Social Media & Big Data

In this very practical and highly interactive session, we will discuss and demystify some of the opportunities offered by social media and big data to listen carefully to customers, map their needs and preferences, and get intimate with them:

  • Demystifying new media and big data
  • Leveraging the social web to obtain insightful data about companies or markets (I provide a specific toolkit, case studies, and clear internal processes to set up)
  • Comparing your customer engagement with your competitors’
  • Developing the mindset to read between the lines and spot signals of future trends
  • Sorting noise – triangulating data
  • The art of eliciting information, insight and engagement from customers to develop new products through open innovation


Strategic blindspots and the role of the board

Even the most sophisticated companies fail sometimes to pick up signals that the environment is about to change. When strategic decisions are largely driven by anecdotes, executive intuition, past experiences, companies run the risk of making decisions based on biased information and wrongly rejecting potential growth avenues and hence limiting entrepreneurial opportunities. The objective of this training session is to introduce to the participants tools and methodologies to identify and prevent strategic blindspots, and unlock future opportunities for growth. The discussion could include the following modules:

  • An introduction to strategic blindspots and a discussion of the key sources of blindspots in companies: in particular, we can focus on : redefining industry boundary, challenging unchallenged assumptions, identifying the real competition ( nontraditional competitors), and removing corporate taboos.
  • How to build the awareness and the toolkit  for the need to challenge assumptions, and the opportunities it opens
  • Discussing how the board adjusts its processes to scan for blindspots and develop an independent intelligence process
  • A brief review, as a conclusion, of how various models in which boards engage in strategy, from supervision to co-creation or support, and how this differs based on the situation the company is in and the state of its industry/environment

Data and Privacy in a Transparent World

Business professionals is now well aware of the acceleration of the speed at which data is collected, shared, optimized and monetized. Boards have traditionally been the guardians of the integrity of financial data. This keynote will address three main themes. It will first lay-out the context and the state of privacy in the data convergence vortex. It will then explore how boards could remain the bridge to translate those trends into a data privacy strategy and oversight for the organization: how to ensure the data is fit for compliance? What is the roadmap to a data privacy stewardship? What does it mean for the new risk and compliance landscape? Finally, it will explore how accounting professionals will need to re-skill in order to master a new digital toolkit, build their credibility as partners to the business, and become privacy designers.

Governance in the eye of the social media hurricane

Social media have overtaken traditional means of communication to customers, employees and shareholders, yet few Boards have the tools and processes to allow the agility to respond to emerging crisis, or to tap to the opportunity to build resilience and connect directly to stakeholders. In this energetic session, we will demystify why social media matter for governance professionals, and discuss the following, based on real case studies:

  • Managing reputation risk for the company and responding to social media crises
  • Developing and supervising social media as an emerging official, but also unofficial, channel of communication to the public and to shareholders
  • How to react when social media disrupt your company strategy, compensation policies or succession planning
  • The particular agility to build in case of cybersecurity breaches gone viral
  • Dealing with a social CEO
  • Dissecting the digital playbook of the activist shareholder or stakeholder
  • Understanding the impact of tough social media campaigns to build the resilience of your employees
  • Building pro-actively lines of defense
  • Structuring the board processes to allow rapid alignment and decision making 

Internal Audit in the age of technology disruption

A review of key technologies that will shape the risk environment of companies. We could review for example the impact of AI, Internet of Things, robotics, blockchain, advanced analytics and machine learning. Themes discussed include:

  • Corporate blindspots: what’s on the horizon for 2021 and how this will affect the work of internal audit
  • How IA should adapt to new emerging business models
  • IA and cybersecurity?
  • How finance departments will evolve, new skills required for IA
  • When IA gets strategic
  • Ethics and trust
  • Taking into your hands your professional development- how to keep track of those changes and stay ahead of the game

Preparing the road to new technologies

This topic leads director to think about the role they should play in guiding and overseeing the technology agenda of a company. In particular, it can cover:

  • An overview of key technologies that will influence a company’s ability to create value in the future
  • Understanding when the board has to step in – or cave in- when overseeing technology choices, including product safety and compliance
  • Understanding best practices to handle difficult and courageous decisions
  • Understanding how board decisions on technology can drive behavior and culture