"I DON'T BELIEVE IN THE KILLER-IDEA"
Interview with Brian Wiegand (PDF)
What is the biggest challenge in retail today?
It has been said before, but of course I also believe the biggest challenge will be to reach the customer who is becoming smarter and faster all the time.
What have you changed your mind about?
I am an entrepreneur so I used to believe that you can win it all by coming up with a good idea. I don’t believe that anymore. I don’t believe in the „killer-idea“. Today I believe it is much more important to adapt to change.
What idea within retail could change everything?
Dis-intermediation. By that I mean streamlining the way from manufacturer to customer. Today we have a situation where one company is producing, another one is selling, a third one delivering. If we cut out the middle man, if – as Apple does it – the manufacturer and the retailer is one and the same, that would change everything.
What was your most expensive online purchase?
A LCD TV for 20'000 Dollar. I don’t think there is a limit to how much people spend online. They are much more concerned about practical things: how is it delivered? Can I return it?
Name three brands that you love!
BMW, Apple, Starbucks.