Strategy, Marketing and Change Consultant
In this talk, Hakan Tetik introduces a multidimensional approach to marketing under the concept of B2B2C2i, drawing on his long-standing dedication to this domain. He emphasizes that, regardless of whether we are addressing businesses (B2B), consumers (B2C), or employees (B2E), the core of marketing is — and always has been — the human element.
This human-centric perspective incorporates disciplines such as empathy, design thinking, customer and user experience, and interface design. But it doesn’t stop there — psychology and anthropology also play a significant role in shaping today’s marketing strategies. As marketing evolves, understanding human motivation, behavior, and emotional drivers becomes the foundation for creating meaningful and effective engagement.
According to Tetik, companies that embed the human dimension into every layer of their marketing strategy — from product design to communication — will be the ones that achieve lasting success. Understanding your audience isn’t just an advantage anymore; it’s the key to sustainable growth in an increasingly experience-driven world.
Unlearning
In this talk, Hakan Tetik explores the strategic importance of unlearning—letting go of outdated knowledge, beliefs, and habits to make space for new, relevant insights. He emphasizes that unlearning is not just an individual challenge, but a team and organizational necessity. Especially in fast-changing environments, unlearning and relearning are key to successful transformation. As futurist Alvin Toffler noted, the illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.
With experience leading transformation programs in over 100 companies, Tetik underlines a clear truth: companies don’t transform—people do. When individuals shift how they think and act, teams evolve, and organizations adapt. Encouraging a mindset of unlearning can accelerate change and create a culture that is ready for innovation, growth, and long-term resilience.
Strategy
In this talk, Hakan Tetik offers a structured perspective on strategy by dividing it into two core dimensions: strategic thinking and strategic planning. Strategic thinking is the ability to see the big picture—an essential mindset for individuals who seek to understand their environment and make sense of long-term change. Strategic planning, on the other hand, focuses on action: defining what to do, how to do it, and how to align teams and organizations around shared goals.
Tetik emphasizes that strategy is not only about navigating the present but also about preparing for the future. He introduces a future-focused approach he defines as “being fit for the future,” supporting organizations in building resilience, agility, and direction in a rapidly evolving world. With years of global experience in guiding companies through transformation, he helps leaders turn strategic insight into sustainable impact.
