Introduction to Innovation & Disruptive Models
45
INNOVATION IS GETTING OTHERS TO DO YOUR JOB AD CLUB OF NY ‘INNOVATION CZAR’ SESSION | NOV 2013 | @SANEEL | #FINCH15 {AND OTHER THOUGHTS FROM A NON-CZAR}
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17-Oct-2014 -
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This first half of a presentation to young advertising professionals seeking an overview on product innovation, innovators dilemma and the role of marketing in the innovation process.
Transcript of Introduction to Innovation & Disruptive Models
INNOVATION IS GETTING OTHERSTO DO YOUR JOB
AD CLUB OF NY ‘INNOVATION CZAR’ SESSION | NOV 2013 | @SANEEL | #FINCH15
{AND OTHER THOUGHTS FROM A NON-CZAR}
E V E R N O T I C E INNOVATION IS ALWAYS DEFINED D I F F E R E N T L Y ?
“ ”I T K I N D A M A K E S R U N N I N G A N INNOVATION COMPANY HARD
WE CREATE REVENUE GENERATING DIGITAL BUSINESSES FOR MATURE BRANDS
MORE SIMPLY
MORE SIMPLY
REVENUEGENERATION
BRANDBUILDING
CAN’T WE ALL JUSTGOOGLE
IT?
in•no•va•tion |ˌinəˈvā sh ən| noun
the introduction of something new.
T H E D E F I N I T I O N
Merriam-Webster
in•no•va•tion |ˌinəˈvā sh ən| noun
the introduction ofsomething new {and relevant}.
T H E D E F I N I T I O N
Merriam-Webster-Radia
R E L E V A N T
HARD- ANY ORGANIZATIONAL LEADER
NEW AND
I S R E A L LY“ ”
@edwardboches:
Opening minds. Inspiring change. Creating unexpected connections. Dissecting cool stu! + re-applying. Sharing. Experimenting.
Chief Innovation O!cer, Mullen@CLAYCHRISTENSEN
WHY DO SUCCESSFUL
COMPANIES FAIL?
ACTUAL INNOVATION CZAR
@RISHADT
THE FUTURE
COMES FROM THE
SLIME
CHAIRMAN, DIGITAS / LBI / RAZORFISH
NEW & RELEVANT IS EASIER FOR
THOSE OUTSIDE YOUR COMPANY
NEW & RELEVANT IS EASIER FOR
THOSE OUTSIDE YOUR COMPANY
(says the guy who googled his job)
SOMETHING THIS VALUABLE MUST BE EARNED
FROM CUSTOMERS
FROM MORE THAN JUST ABENEFITING
EARNING VALUE FROM CUSTOMERS MEANS
TRANSACTION
EARNING VALUE (NOT MEDIA) FROM CUSTOMERS IS
THE ESTABLISHED INNOVATIONMODEL OF WEB COMPANIES
craigslist
INNOVATIONGETS A LOT EASIER
WHEN YOURCUSTOMERS
DO IT FOR YOU
INNOVATIONGETS A LOT EASIER
WHEN YOURCUSTOMERS
DO ITWITH YOU(that’s collaboration)
COLLABORATIONLANDSCAPE
GROUPACHIEVEMENT CO-CREATIONCROWD-
SOURCING
GROUPACHIEVEMENT CO-CREATIONCROWD-
SOURCING
DELL IDEASTORM MY
STARBUCKSIDEAREDDIT
CONNECT+
DEVELOP
GROUPACHIEVEMENT CO-CREATIONCROWD-
SOURCING
DELL IDEASTORM MY
STARBUCKSIDEAREDDIT
CONNECT+
DEVELOP
AMAZONSTUDIOS
GROUPONKICK-
STARTERPEPSI
REFRESH
GROUPACHIEVEMENT CO-CREATIONCROWD-
SOURCING
DELL IDEASTORM MY
STARBUCKSIDEAREDDIT
CONNECT+
DEVELOP
AMAZONSTUDIOS
GROUPONKICK-
STARTERPEPSI
REFRESH
LEGOCUUSOO LOCAL
MOTORSPUZZLE
CLUBHOUSE GEWINK
GROUPACHIEVEMENT CO-CREATIONCROWD-
SOURCING
DELL IDEASTORM MY
STARBUCKSIDEAREDDIT
CONNECT+
DEVELOP
AMAZONSTUDIOS
GROUPONKICK-
STARTERPEPSI
REFRESH
LEGOCUUSOO LOCAL
MOTORSPUZZLE
CLUBHOUSE GEWINK
+ CONTROL
GROUPACHIEVEMENT CO-CREATIONCROWD-
SOURCING
+ CONTROL
+ COLLABORATION
HOW DO COMPANIES EARN VALUE FROM THEIR
CUSTOMERS?{AND BAKE IN MARKETING}
THEY MAKE THEMPART OF A LOVING COMMUNITY
THEY MAKE THEMPART OF A LOVING COMMUNITYWITH HIGH EXPECTATIONS
THEY MAKE THEMPART OF A LOVING COMMUNITY
THEY MAKE THEMPART OF A LOVING COMMUNITYAND A HIGHER PURPOSE
THEY GIVE AWAYSTUFF CUSTOMERS FIND
HIGHLY VALUABLE
THEY GIVE AWAYSTUFF CUSTOMERS FIND
HIGHLY VALUABLE
THEY GIVE AWAYSTUFF CUSTOMERS FIND
HIGHLY VALUABLEEVEN IF THEY DON’T
THEY GIVE AWAYSTUFF CUSTOMERS FIND
HIGHLY VALUABLE
THEY GIVE AWAYSTUFF CUSTOMERS FIND
HIGHLY VALUABLEINCLUDING “HIERARCHY”
OR THEY JUST DON’T TELL THEM
OR THEY JUST DON’T TELL THEM
BECAUSE IT WAS EASY
OR THEY JUST DON’T TELL THEM
OR THEY JUST DON’T TELL THEM
BECAUSE THEY’RE SHINY
EARNING VALUE
CONVERTS
INTO INNOVATION
EARNING VALUE
MARKETING
CAN LEAD TO
AND DRIVEINNOVATION
EARNING VALUE
MARKETING
CAN LEAD TO
AND DRIVEINNOVATION
EARNING VALUE
MARKETING
{THIS IS OUR NEXT THESIS}
{BREAK}@SANEEL
FINCH15.COMGPLUS.TO/F15
