Kickstarting Innovation With Ideation V1.2

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It all starts with an idea! Are organizations monitoring all potential idea sources or is the next big thing passing them by? Why is it important to include ideation as key part of your innovation strategy? Join Anastasia Valentine and Simon Chen as they profile a billion dollar company, multimillion dollar company and startup and explore how these companies are incorporating ideation as part of their successful, repeatable and sustainable innovation strategy.
This webcast will explain how companies are leveraging traditionally untapped resources such as customers and B2B partners for gathering ideas and formalizing their marketing and product investment process. Anastasia will describe 10 steps to create the ideal conditions to capture ideas and encourage creativity in business.

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  • culture, org structures, hierarchical, c&c
  • small pool of ideas, close to the organization
  • This is what happens without even having this traditional process in place.
  • This is what happens without even having this traditional process in place.
  • This is what happens without even having this traditional process in place.
  • this is well known for listening to customers, engaging, brand loyalty, etc. But there is no reason it shouldn’t be extended to include the innovation cycle / process
  • lots of ways to use social...one of which is technology
  • getting ideas and making it easier to do something with them. It’s an enabler of scale.
  • The default profile is shared site-wide (and can be public if you wish). More profiles can be added if your organization or a user decides they are required. The visibility of each Profile can be restricted to a specific audience of contacts, for example a professional profile - and all the personal content published beneath it - can be limited to a small audience of expert peers. Conversations can be initiated directly on the profile (just like a Facebook “Wall”) and a unique drag-and-drop interface makes it incredibly easy to edit profiles.
  • Groups are distinct online communities within a Sixent social network. They are usually created to serve a particular topic or a certain segment of members. You can create as many Groups as you wish and target each to a different audience. For example, one Group might be restricted to your nurses and employees for them to share knowledge about treatments or wounds without having to send experts to a customer’s home. Another Group might be open to all your customers and be a general help community for particular conditions. You can create groups for your Board of Directors, service partners.
  • The Activity Stream is a personalized flow of information and updates about everything that occurs in the network as it happens. In Sixent these real-time streams of information are present on user Dashboards, in their profiles and in each Group. Uniquely, Sixent Activity Streams go beyond a simple aggregation of events visible to everyone in the network. There are quick filters to narrow the focus to a particular type of activity, for example, just see new files shared, or just new discussion topics posted or even a particular category of contacts or group. With optional Twitter integration, if your organization wishes, Sixent Activity Streams can also show external activity feeds.
  • The search tools enable users to easily search for people, content or groups. Search is site-wide, or can be restricted to a specific Group. Your organization can define a People Directory for quick lookup of professionals, and a Group Directory to help people find interesting resources. There is site-wide keyword searching and tag-cloud searches within every Group. User friendly filters also enable new or most popular content and people to be found. There is also an ever-present search box on every page for quick searches. Optional file indexing takes search a step further by indexing the contents of any file uploaded to Sixent. Whether that’s a PDF or an Excel spreadsheet, Sixent can look inside to match search terms.
  • Need to talk about best
  • Talk about best practices - Patricia Seybold Group etc pulling ideas out, validating ideas, feedback to customers,
  • The search tools enable users to easily search for people, content or groups. Search is site-wide, or can be restricted to a specific Group. Your organization can define a People Directory for quick lookup of professionals, and a Group Directory to help people find interesting resources. There is site-wide keyword searching and tag-cloud searches within every Group. User friendly filters also enable new or most popular content and people to be found. There is also an ever-present search box on every page for quick searches. Optional file indexing takes search a step further by indexing the contents of any file uploaded to Sixent. Whether that’s a PDF or an Excel spreadsheet, Sixent can look inside to match search terms.
  • Kickstarting Innovation With Ideation V1.2

    1. 1. Kickstarting Your Innovation Strategy with Ideation Anastasia Valentine , AVV International Inc . Simon Chen , Ramius Corporation January 13, 2011 AVV International Inc.
    2. 2. <ul><li>Definitions </li></ul><ul><li>The Process of Innovation </li></ul><ul><li>Sea Change of The Social Web </li></ul><ul><li>Innovation In A Social World (And Why Marketers Should Care) </li></ul><ul><li>Improving Ideation With Software </li></ul><ul><li>How It All Fits Together </li></ul><ul><li>Culture of Innovation </li></ul>Agenda
    3. 3. Innovation “ . . . is the multi-stage process whereby organizations transform ideas into new/improved products, service or processes, in order to advance, compete and differentiate themselves successfully in their marketplace. ” Source via Wikipedia: Baregheh A, Rowley J and Sambrook S. (2009) Towards a multidisciplinary definition of innovation, Management decision, vol. 47, no. 8, pp. 1323-1339
    4. 4. Ideation “ . . . is the creative process of generating, developing, and communicating new ideas . . . ”
    5. 5. How Does Business Innovate? Traditionally, it’s an internal process e.g. designers design; engineers engineer
    6. 6. <ul><li>Creative process of generating, developing and commercializing new ideas. </li></ul>Innovation Process $
    7. 7. <ul><li>Ideas from internal & external sources </li></ul><ul><li>Idea overview & preliminary business case </li></ul><ul><li>Value proposition </li></ul><ul><li>Preliminary messaging </li></ul><ul><li>The pitch & the big ask to continue investment in the idea </li></ul><ul><li>Early idea sharing with strategic customers and partners </li></ul>Ideation
    8. 8. Incubation <ul><li>Prototypes </li></ul><ul><li>Detailed requirements </li></ul><ul><li>Validate messaging </li></ul><ul><li>Buyer and user personas </li></ul><ul><li>Validated / Updated business case </li></ul><ul><li>Beta test </li></ul><ul><li>Customer feedback </li></ul><ul><li>Secure paying and reference-able customers </li></ul>
    9. 9. Go To Market <ul><li>Sales & support training </li></ul><ul><li>Shipping & revenue generating product </li></ul><ul><li>Artifacts for patent applications </li></ul><ul><li>Evidence for R&D tax credits </li></ul><ul><li>Reusable metrics to size other projects </li></ul><ul><li>Customer testimonials </li></ul><ul><li>Analyst reviews </li></ul><ul><li>Marketing campaigns </li></ul>
    10. 10. Innovation Without A Program <ul><li>Loss of potential revenue when employees, customers and partners leave with their ideas </li></ul><ul><li>Unfunded / invisible projects utilize valuable resources </li></ul><ul><li>No business case, status, metrics to support new ideas </li></ul><ul><li>Projects not aligned with corporate objectives / core competencies </li></ul><ul><li>Little to no external validation of new products or product direction </li></ul>
    11. 11. Poll <ul><li>Which best describes your organization? </li></ul><ul><li>We have no defined innovation process </li></ul><ul><li>We have a traditional process that is run by R&D </li></ul><ul><li>We have a traditional process that involves marketing and other departments outside R&D </li></ul><ul><li>We have a process that heavily involves customers </li></ul>
    12. 12. <ul><li>The Social Web </li></ul><ul><li>We are more connected. People, not organizations, control the new mediums of communication. </li></ul>Sea Change
    13. 13. <ul><li>“ Enterprise 2.0 tools -- wikis, tags, Twitter and other microblogs, Google-style searches . . . are transforming companies’ innovation processes . . .” </li></ul><ul><li>-- Andrew P. McAfee, principal research scientist, MIT Sloan School’s Center for Digital Business </li></ul><ul><li>Source: Enterprise 2.0: How a Connected Workforce Innovates, Andrew P. McAfee, Harvard Business Review, December 2009 p. 80 </li></ul>Sea Change
    14. 14. Challenge of Innovation in a Social World <ul><li>Traditional innovation processes are flawed </li></ul><ul><li>speed </li></ul><ul><li>continuous </li></ul><ul><li>focus </li></ul><ul><li>stakeholders </li></ul>
    15. 15. Why Should Marketers Care? <ul><li>Shiny New Object </li></ul><ul><ul><li>Your competitors are doing it --> you need one too </li></ul></ul><ul><li>Component of your Social Media Strategy </li></ul><ul><ul><li>Beyond just about brand awareness & buzz --> it’s a substantive relationship </li></ul></ul><ul><li>Customer-centric business environment </li></ul><ul><ul><li>Influence product & service offerings; interactions / relationships </li></ul></ul><ul><li>Competitive advantage </li></ul>
    16. 16. Source: Branding in the Digital Age: Your’re Spending Your Money In All the Wrong Places, David C. Edelman, Harvard Business Review, December 2010 p. 64; Images from: http://www.proseandconrad.com/the-new-consumer-decision-journey Funnel Journey Why Should Marketers Care?
    17. 17. <ul><li>It still works in the same process. </li></ul>How Does It All Work? Technology + Culture Changes $
    18. 18. Improving Ideation <ul><li>Invest in software (idea management and collaboration) to expand sources of insight and ideas </li></ul><ul><li>Extend stakeholders involved in ideation process </li></ul>
    19. 19. Improving Ideation <ul><li>Invest in software (idea management and collaboration) to expand sources of insight and ideas </li></ul><ul><li>Extend stakeholders involved in ideation process </li></ul>
    20. 20. Customer-led Innovation Image Source: http://www.flickr.com/photos/inju/2584759474/ An external process involving customers e.g. Dell
    21. 21. Crowdsourcing “ . . . getting input--ideas, substantive content, or other things--from a wide swath of people. . . way for these people to also give their perspective on the merit of those ideas and that content. ” -- Matthew D. Lees, Senior Contributing Editor, Patricia Seybold Group Source: Best Practices in Crowdsourcing: Leveraging the Wisdom of Crowds for Your Business, January 28, 2010
    22. 22. Customer Co-Design
    23. 23. Crowdfunding
    24. 24. Peer Production (Open Source)
    25. 25. Improving Ideation <ul><li>Invest in software (idea management and collaboration) to expand sources of insight and ideas </li></ul><ul><li>Extend stakeholders involved in ideation process </li></ul>
    26. 26. Expanding Stakeholders in Idea Generation Consumer Social Networks MROCs Internal Stakeholders Marketing, Sales, Support, etc ? Online Customer Communities
    27. 27. How can it work together? Where do you put the software? How do you progress ideas? Who leads?
    28. 28. Expanding Stakeholders in Idea Generation Consumer Social Networks MROCs Internal Stakeholders Marketing, Sales, Support, etc ? Online Customer Communities Flow of ideas and insight
    29. 29. How can it work together?
    30. 30. How can it work together?
    31. 31. A Culture of Innovation Involving stakeholders and break silos Collaborative environment to develop ideas Continuous feedback as ideas develop = continuous innovation
    32. 32. 10 Tips For Creating The Right Culture <ul><li>Tear down the walls or create dedicated ideation space </li></ul><ul><li>Provide a framework to capture ideas </li></ul><ul><li>Create a positive environment to delivery pitches </li></ul><ul><li>Create and maintain your idea inventory and review it regularly </li></ul><ul><li>Be accessible </li></ul><ul><li>Establish rules of engagement </li></ul><ul><li>Make it easy for customers to provide and track feedback </li></ul><ul><li>Be clear about who owns the idea </li></ul><ul><li>Recognize and reward contributors </li></ul><ul><li>Encourage the creative process </li></ul>
    33. 33. What Can You Do Today? <ul><li>Share early ideas to obtain feedback with key customers and partners </li></ul><ul><li>Empower all employees to contribute ideas </li></ul><ul><li>Engage marketing event attendees to contribute to the ideation process </li></ul><ul><li>Crowdsource feedback on ideas and prototypes </li></ul><ul><li>Host an ideation session regularly with key customers and partners </li></ul>
    34. 34. Innovation+ <ul><li>Increased visibility, accessibility and competitiveness </li></ul><ul><li>Ownership of ideas & subsequent products </li></ul><ul><li>Increased employee retention & morale </li></ul><ul><li>Improved customer & partner relationships </li></ul><ul><li>Idea capture & tracking system </li></ul><ul><li>Measures of ideation and go-to-market metrics </li></ul>
    35. 35. Thank You Find out more at: www.ramius.net www.anastasia-valentine.com Download the presentation or ask a question online: http://webinars.sixent.com/kickstarting-innovation-with-ideation

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