MUSTAFA İÇİL
KEYNOTE SPEECHES
TRAINING & WORKSHOPS
MANAGEMENT CONSULTING
MUSTAFA İÇİL
Born in 1972, Mustafa İÇİL graduated from Istanbul American Robert College and later completed his bachelor’s and master’s degrees in Computer Engineering at Boğaziçi University. Over the course of his nearly 30-year career, he has held senior sales and marketing roles at global tech giants like Microsoft, Apple, and Google, specializing in digital transformation, innovation, artificial intelligence, and strategic planning.
In 2013, he founded İÇİL Training and Consulting, where he provides consulting and training services to companies on digital transformation, innovation, artificial intelligence, strategic planning, digital marketing, customer experience, and next-generation leadership. Mustafa İÇİL is also a renowned keynote speaker, having delivered over 1,000 talks, sharing his expertise with hundreds of companies across various industries.
As Regional Marketing Director at Google, Mustafa İÇİL was responsible for Turkey, Greece, the Middle East, and Africa, successfully managing marketing strategies in these regions and leading his team to deliver award-winning projects. During his tenure at Apple, he was recognized by Capital magazine as one of the "Top Marketers" for his outstanding contributions as Marketing Manager. At Microsoft, he led the marketing strategy for Windows, the company’s flagship product, among other major responsibilities.
In addition to his corporate career, Mustafa İÇİL has also taught digital strategy courses at prestigious institutions such as Boğaziçi University and TIAS Business School. With his extensive knowledge in digital transformation, technology trends, and artificial intelligence, he guides businesses through their adaptation to new technologies, positioning himself as a trusted advisor.
KEYNOTE AND TRAINING TOPICS
DIGITAL TRANSFORMATION AND TECHNOLOGY TRENDS
The word that best describes the period that we are in is VUCA, which is an acronym first used in 1987. It stands for Volatility, Uncertainty, Complexity and Ambiguity. For companies, during such periods, remaining competitive is only possible by closely following the rapidly changing trends and being agile in keeping up with these changes. In fact, beyond keeping up, it is necessary to be among the pioneers of this change.
A little over 30 years have passed since the first Internet page was created in 1991. In this journey that started with a single web page, we came to a point where we talk about technologies such as - Cloud Computing, Big Data, Internet of Things, Artificial Intelligence, Augmented Reality, Virtual Reality, Metaverse, Crypto, Blockchain, Robots, Voice Assistants, Full Automation, 5G and many more. These technologies, which seem to be very independent from each other, actually form a story together, which is Digital Transformation. Questions that you need to answer are… Do your employees know about all these concepts? What do all these mean or should mean to you? -and - What is the place of Digital Transformation in your story?
In this picture, it is necessary to talk not only about technology but also about the company culture. Which employees, which skill sets, which processes - enable you to be competitive in the digital transformation race and open the doors to change for you? Managing change correctly and making all the employees a part of this process are indispensable for Corporate Agility.
Technology, Trends, Digital Transformation, Corporate Agility and “you” in this journey… these are the things we will talk about together.
-
The Impact of Digital Transformation on Business Models
Disruptive Business Models
Building Blocks of Digital Transformation
Organizational Agility
IOT, Artificial Intelligence, Crypto, Blockchain, Metaverse, Cybersecurity, and Other Technology Trends
Risks of Digital Transformation
Successful Digital Transformation Examples
Digital Transformation and Innovation Culture
THE FUTURE OF BUSINESS WITH ARTIFICIAL INTELLIGENCE
Is Artificial Intelligence an opportunity or a risk for us in a world where Artificial Intelligence is getting smarter, improving itself everyday, getting a job almost in every field, working more efficiently and error-free than a human, and often predicting the future better than us? Is a future with Artificial Intelligence a Utopia or a Dystopia?
In order to answer these questions, it is necessary to look at both sides of the scale in detail and to understand the technologies of this world such as machine learning, deep learning, algorithms, image processing, NLP (i.e. natural language processing), and RPA (i.e. robotic process automation). Only that way, it will be possible to grasp the power and limits of Artificial Intelligence.
Artificial Intelligence contributes to our business in various fields. It has been integrated into our business processes in many areas, especially in automation of repetitive tasks, optimization of processes, establishment of control mechanisms for error-free actions, smart customer communication using marketing automation, future predictions with big data analysis, and personal security. When we look at it from a department perspective, we see Artificial Intelligence increasingly used across all departments including Marketing, Sales, Human Resources, Finance, Customer Support, Operations and others. Artificial Intelligence is ready to help you tirelessly, as long as you determine your needs well and direct Artificial Intelligence correctly.
You need to ask yourself the following questions… Are you making enough use of artificial intelligence? In which areas can Artificial Intelligence benefit you more? Where should you be in this change? Are you controlling AI or is AI controlling you?
Basically, how do you want your future to be shaped with Artificial Intelligence? The decision is yours… Let's talk about the methods together.
-
Evolution of Artificial Intelligence Technology
Enterprise AI Solutions
Generative AI
Large Language Models (LLMs)
Prompt Engineering Techniques
AI Applications
AI Regulations and Ethical Considerations
Future of Artificial Intelligence
ENABLING CREATIVITY AND INNOVATION
According to a study, 72% of people are more creative while taking a shower :) So, should all companies have shower sessions during the day? Maybe…but there are better ways.
In a rapidly changing world, it is impossible to exist without change. Not only keeping up with the change, but also playing an active role in that change, or even better, leading the change is now indispensable in order to survive.
Whether you look at it as an individual or as a company, there is a fine line between shining among those around you and disappearing among those that shine. The prerequisite for shining within the crowd is to develop the creativity and innovation muscle, or to put it differently, creativity skill set and innovation culture.
Can everyone be creative? The million dollar question :) The answer to this question is definitely yes. The important thing to know is, how to activate this muscle that everyone actually has. Being creative, finding ideas that will bring positive change, being able to pull out the best ones among these many ideas with an acid test method, and sharing these ideas with others to find support and investment. With the right approach and methods, you can enable your creativity and innovation skills.
Of course, this does not end with individuals only. The implementation of these creative ideas and their transformation from the idea stage to an innovation can only be possible by spreading the innovation culture throughout the company. What is this innovation culture and how can you turn it from a concept to a way of working, or to a process? How can you enable creativity at the individual, team and company levels and how can you take firm steps towards becoming an innovative company?
Let's break the codes of creativity and innovation together.
-
The Relationship Between Creativity and Innovation
Different Aspects of Innovation in Companies
Becoming More Creative as an Individual
The Idea Generation Process
Factors That Inhibit and Trigger Creativity
Evaluating Ideas with the Acid Test
Teamwork that Supports Innovation
Corporate Innovation Culture
Examples of Innovation Approaches
BRAVE NEW WORLD: CRYPTO, BLOCKCHAIN, METAVERSE
The things that we know, the life that we are used to, and the facts that we believe in are constantly being questioned every day. To live today as in yesterday; or to live tomorrow like today is no longer possible. While trying to follow, understand, digest and implement this crazy change, suddenly the rug is again pulled from under us and the rules of the game are redefined.
Crypto - a technology that redefines the meaning of money and causes the monetary system to be questioned, a structure that has been split into thousands of different forms under different names since it was first introduced in 2009, and a new system that makes us rethink even the financial world, which seems to be built on immutable rules, with new approaches such as DeFi (ie Decentralized Finance). Will crypto coins continue to take place in our lives? Can cryptocurrencies survive in an environment without regulation? If it is taken under control, will crypto money lose its meaning?
Blockchain - in its simplest definition, is a recording technology where data can be stored in a distributed network without the need for a center of authority. Blockchain does not exist just for crypto money, it's a network structure on which many applications can operate autonomously without central control. A platform that will make us question the existing systems and the existence of the institutions we are used to. Will blockchain be the internet of the future, as they say?
Metaverse - a digital or virtual reflection of the real world. A new world, a new life, a new identity, a new reality for individuals… A new communication channel, and a new sales and marketing tool for corporations… Is it an unnecessary hype? Will Metaverse, which is a word that was first coined in a science fiction book in 1992 and then was forgotten… and the same Metaverse that became a hype in 2003 with the Second Life game, and then completely fell off the agenda… Will that Metaverse again be a temporary trend or will it become an indispensable extension of our lives? If it is to survive, what ethical rules will govern this world?
Crypto, Blockchain, Metaverse - no one knows exactly the answers to the questions they create in the minds... Let's put these technologies on the table together... do they offer us a new world or are they crazy dreams that will soon be forgotten? This is what we will talk about in this mind-opening discussion…
NEW GENERATION MARKETING IN THE DIGITAL AGE
The first internet banner ad was published in 1994. That ad given by AT&T which remained on air for 3 months and the CTR (ie click-through rate) it reached was 44%. Which means, out of every 100 people who saw the ad, 44 of them were interested and clicked on it. This is such a high rate of return… For reference, today, click-through rates for banner ads are below 0.1% on average. So does this mean that digital marketing is losing its impact? Of course absolutely not. It just shows that, under today's crazy advertising pollution, capturing the customer at the right time, in the right place, with the right message, and through data-driven, performance-oriented and micro-targeting approaches are becoming the utmost necessities.
The journey that started with text and static visual ads has now taken a new form with interactive ads, AI optimized ads, 3D ads, Metaverse ads and many more new ad formats. The job of marketers is now more challenging, but also more exciting. In 2022, global digital advertising spending is expected to be close to 600 Billion Dollars and companies are expected to allocate 66% of their advertising budget to digital channels (Statista, 2021)
Let's get together to talk about the new trends that shape today’s marketing approaches - data analytics, microtargeting, behavioral marketing, influencer marketing, marketing automation, metaverse and many more. Let’s see where the New Generation Marketing is taking us in the Digital Age.
-
Digital Marketing Channels
Measuring Success in Digital Marketing
Determining Success Criteria Based on Goals
Search Engine Optimization (SEO)
Social Media Marketing
Reputation Management
Influencer Marketing
Viral Impact
Digital Advertising Strategies
Search Engine Marketing (SEM)
Landing Pages
Online and Offline Marketing Integration
SECRETS OF CUSTOMER EXPERIENCE
The cost of acquiring a new customer can be up to 25 times the cost of retaining an existing customer, and one in three customers say that they will abandon the brand on their first bad experience. These data reveal the prerequisites for growth and sustainability – improving the customer experience, increasing customer loyalty and creating happy customers who will become your brand ambassadors…
So how? How will we achieve this in a time when competition is so high, customer expectations and journeys are changing so fast, and brand loyalty is starting to decline to its lowest levels?
You do market research, but do you really know who your customers are? You are activating all the 360 degree communication channels, but do you know if your customers are listening to you? You are trying to interact with your customers, but are you sure that their journey is passing through the route you predicted?
The main pillars, which are identifying the target audience, mapping the customer journey, determining the communication channels, creating the brand message and measuring customer satisfaction have not changed… however, it’s time to look at the target audience as individuals rather than customer segments. This requires taking the same steps but this time with different tools and approaches.
There is a fine line separating customer experience and customer satisfaction. Let's talk about the stages of the customer journey, the touch points, the omni-channel approach, customer communication using artificial intelligence… or in short, let’s talk about the secrets of customer experience.
STRATEGIC THINKING AND PLANNING
For professionals who want not only to foresee the future but also to shape it! This training provides the keys to building a strong strategic perspective and a solid strategy that will make a difference in your business. As you explore the building blocks of strategic planning, you will develop the skills needed to gain a competitive edge in the business world.
From the process of creating a vision that guides organizations to ways of transforming that vision into a powerful strategy; from setting long-term goals to developing growth strategies for sustainable success, we will examine each stage in depth. We will cover competitive strategies that keep you a step ahead, brand strategies to strengthen brand value, and the foundations of effective communication with your target audience.
This training helps deepen your strategic thinking, chart a sustainable success path for your organization, and truly make an impact in your industry. Everything you need to develop a strategy is here – are you ready to take your business to the next level?
-
Strategic Plan and Its Building Blocks
Creating an Organizational Vision
The Relationship Between Vision, Strategy, and Tactics
Market Tracking Methods
Situation Analysis
Competitive Analysis
Goal Setting
Growth Strategies
Competitive Strategies
Brand Positioning Strategies
Target Audience Segmentation
Communication Strategies
NEW GENERATION LEADERSHIP AND TEAM MANAGEMENT
What are the characteristics of a good leader? Has the answer to this question changed when we compare it with the leadership traits of 20 years ago? Or how much has it changed? While the basic necessary competencies of leadership may still be valid, are only those competencies sufficient to manage a new generation with completely different expectations, to ensure sustainability in a period where job turnover is so high, or to lead a company with agenda items such as digital transformation, innovation culture and organizational agility.
Think of a successful movie. The success of a movie that will break box office records, win awards and will be remembered for many years depends on a good scenario, a strong cast, an experienced and effective director and creative perspectives. Similarly, the success of a company depends on a solid vision and strategy (i.e. scenario), a competent - experienced - motivated team (i.e. cast), a leader (ie director) who has a solid vision and can push the entire company towards that vision, and a culture of innovation (ie creativity).
Competencies are becoming a requirement more than experience in recruitment processes, establishing authority is replaced by building trust to create followers, delegation supported by mentoring and coaching is becoming the norm instead of telling the employees what to do, performance-oriented management now sits at the center of the new generation leadership instead of being a far extension, employee motivation and mutual growth are going hand to hand, and traditional individual management styles are combined under a flexible leadership approach.
What should be the focus points on this path from Management to Leadership, from Leadership to New Generation Leadership? How do you build a strong team, how do you guide them, how do you motivate them, how do you get them to be better? How can the company, the team, and you as a whole achieve growth? Let's reveal the secrets of new generation leadership together.
-
Building Blocks of Successful Leadership
Selecting the Right People for the Team
Communication Built on Character Styles
Creating a Long-Term Vision
Guiding the Team
Building Trust and Motivation in the Team
Performance Management Processes and Methods
Rewarding Success
Career Growth of Team Members
Differences Between Managers and Leaders
Innovative Leadership
PRESENTATION SKILLS - PRESENTING WITH IMPACT
Public speaking is at the top of the list of 10 most feared things in the world. The fear of forgetting every word as soon as you hear someone say, “The stage is yours”, the fear that your spoken words will not have the desired effect, the fear that your extreme concern about what people think will kill your concentration, the fear of speaking too much, and at the same time, the fear of silence, and many more mind-boggling thoughts like these place “public speaking” on top of this list.
From corporate presentations to social gatherings with friends, to be able to express oneself in every environment, to be able to convey the message clearly and effectively, to determine what to say and how to say it at the optimum level, to be entirely ready - from content to stage to tone of voice and to body language, and when you step on the stage, to be “YOURSELF” in the most self-confident way.
A professional tennis player practices all the techniques in the most ideal way possible over and over, works tirelessly, self-monitors continuously and corrects the mistakes, and strives to reach the best possible version of oneself. And when out on the field, that player parks all those details in the corner of the mind and applies those techniques that now became a reflex in the most natural way, without getting lost in the details anymore. Effective presentation techniques also require a complete end to end preparation, practicing those techniques over and over to turn them into a muscle memory, and once on stage after some relaxing breathing techniques, being as natural as possible while applying those learned techniques.
Effective Presentation Techniques are a muscle and a competency that everyone should develop, whether as an individual in your social life or as an employee in the corporate world. Based on the experiences I have gathered from the thousands of presentations I have delivered so far, it is my role to share with you the most sensitive points and important tips for presenting with impact; and it is yours to put all these learnings into practice to deliver more confident, strong and effective presentations.
-
Planning the Presentation Flow and Content
Preparations Before the Event/Meeting
Body Language and Use of Voice
Building Stage Presence
Managing Audience Engagement
Turning Theory into Practice
Maintaining Control in Unexpected Situations
Preparing for Corporate Presentations
Managing the Meeting Flow
E-COMMERCE TRENDS AND STRATEGIES
E-commerce is redefining the rules of business! This training program is tailored for professionals eager to explore the latest e-commerce trends, master the essentials of creating a successful e-commerce strategy, and understand the core foundations of digital commerce. Regardless of your industry, you’ll discover how to engage more closely with customers, build a strong market presence, and enhance your sales strategies with up-to-date approaches.
Starting with new trends in e-commerce and their impact on the business landscape, we’ll examine various business models such as B2B, B2C, and C2C, along with effective marketplace strategies. You’ll also dive into the critical components of a high-performing e-commerce site, including design principles, mobile app strategies, and powerful call-to-action techniques.
In addition, the training covers essential topics like content strategy development, KPI setting and reporting, e-commerce funnel analysis, performance management, and behavioral marketing techniques to better understand user behavior and reach the right segments.
Here, you’ll find everything you need to stand out in the fast-paced world of digital commerce and make a lasting impact. Ready to elevate your e-commerce journey and take your business to new heights?
-
E-Commerce Trends
E-Commerce Ecosystem
E-Commerce Models (B2B, B2C, C2C, Marketplace)
E-Commerce Design Approaches
Mobile App Strategies for E-Commerce
E-Commerce Content Strategy
Call-to-Action Techniques
Setting and Reporting KPIs for E-Commerce Sites
E-Commerce Funnel Analysis
Performance Management
Traffic Sources for E-Commerce
Landing Page Approaches
Behavioral Marketing
WORKSHOPS
DIGITAL TRANSFORMATION WORKSHOP
Digital Transformation is now becoming more than tool to gain competitive advantage. It is becoming a need for sustainability and survival. In this workshop, we bring out the innovative ideas to kick off the digital transformation journey of your company through brainstorming sessions and group exercises.
Disruption Map (Digital Transformation Pillars and Approaches)
Gap Analysis (Sector/Company/Competition Analysis)
Ideation (Digital Transformation Brainstorming Sessions)
Prioritization (Proiritization of Ideas by KPI)
Presentation (Detailing and Evaluation of the Innovative Ideas)
Evaluation (Discussion of Challenges and Next Steps)
INNOVATION WORKSHOP
How can we enable creativity and innovation in a company? As a group, we determine where we want to be in five years time frame. This is followed by workshops targeting to analyze the improvement points and then come up with creative ideas to jumpstart the company in an ideation process.
Disruption Map (Pillars of Innovation and the a Future Look)
Gap Analysis (Company Improvement Points Analysis)
Ideation (Brainstorming Session for Creative Idea Generation)
Prioritization (Proiritization of Ideas by KPI)
Presentation (Detailing and Presentation of Innovative Ideas)
Evaluation (Discussion of Challenges and Next Steps)
After the workshops, the outputs including the analysis, evaluations, project ideas and the draft plans of prioritized ideas are all shared in a report. If required, we can offer consulting services as a project advisor helping the project teams implement these innovative ideas.
BLOG ARTICLES
REFERENCES
