Developing an Innovation Strategy

Developed as a complimentary piece to the May 25, 2011 episode of Dii:Briefing

http://www.ustream.tv/channel/di-presents

Carlen Lea Lesser, VP/Director Dii@carlenlea

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The Challenge of Innovation

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Influencers

Techniques

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Mission

What do you do?What is Your Mission?

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Customers

Who are Your Customers?I

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Culture

American Cultural Cycle

Where is American Culture?

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Technium

How Prepared is the Technium?

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Technology Wants What Life Wants:• Increasing efficiency

• Increasing opportunity

• Increasing emergence

• Increasing complexity

• Increasing diversity

• Increasing specialization

• Increasing ubiquity

• Increasing freedom

• Increasing mutualism

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Technology Wisdom – by Douglas Adams

1. Everything that’s already in the world when you’re born is just normal;

Source: http://www.douglasadams.com/dna/19990901-00-a.html

2. Anything that gets invented between then and before you turn thirty is incredibly exciting and creative and with any luck you can make a career out of it;

3. Anything that gets invented after you’re thirty is against the natural order of things and the beginning of the end of civilization as we know it until it’s been around for about ten years when it gradually turns out to be alright really.

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Experimentation

Backcasting

Two Approaches

Two Approaches to Innovating

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Two Approaches: Evolution

Evolution: Having some idea of where you want to go, but allowing what you learn at each step not only to define the next step, but also to

define the final destination

Approach 1: Evolution

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Proactionary Principle

1. Anticipation2. Continual Assessment3. Prioritization of Risks4. Rapid Correction of Harm 5. Not Prohibition but Redirection

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As explained by Kevin Kelly, in “What Technology Wants”

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Innovation PyramidT

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Two Approaches: Backcasting

BackcastingHave a clear vision of the final destination, developing a step-by-step plan on how to reach it working from the end back to the

beginning.Approach 2: Backcasting

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Backcasting: Multiple Paths

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Backcasting: Scouting Ahead

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Who We Are

Dii is the Digital Integration and Innovation team at RTC, a full-service

Wunderman/WPP Groups creative agency in Washington, DC, focused on

building relationships between brands and individuals. Dii is tasked with

keeping track and making sense of the ever-changing digital world. It’s our

job to discover and understand the nuances of how and why different

types of people use technology and what that tells us about them. More

importantly, it’s our job to help our clients apply this knowledge to better

engage with their customers.Treffpunkt, Digital Integration and Innovation Team Blog:

http://rtctreffpunkt.blogspot.com