10 Lessons in Marketing Innovation

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10 Simple Lessons for Marketers to drive Innovation.
This was presented by Angela Koch, Chief Ideas Facilitator, Invitro Innovation at the SIM Strategic Marketing Forum on 14 July 2011.

Published in: Business, Technology

10 Lessons in Marketing Innovation

  1. 1. PRODUCT AND MARKETINGINNOVATION STRATEGIESBY ANGELA KOCH,CHIEF IDEAS FACILITATOR, INVITRO INNOVATIONdelivered at the SIM Strategic Marketing Forum 14 July 2011
  2. 2. QUICK QUESTIONHow did your companybecome successful? 2
  3. 3. Could you use that strategy tolaunch a successful business inyour category today?
  4. 4. IF THEY LAUNCHED IN THEIR CATEGORY TOMORROW,WOULD THEY KNOW HOW TO BE SUCCESSFUL? 4
  5. 5. INNOVATION IS THE ONLY ANTIDOTETO A COMPETITIVE ENVIRONMENT
  6. 6. INNOVATIVE COMPANIES OUTPERFORMSource: Business Week 2010 6
  7. 7. WHY IS INNOVATION SUCHA SUCCESSFUL STRATEGY?Why do consumersrespond to new products? 7
  8. 8. IMPERFECTION 8
  9. 9. 9
  10. 10. As long as imperfection exists,improvements become a source ofcompetitive advantage for theambitious.10
  11. 11. Imperfection is Infinite Today’s Unmet Lifestyle needs changes Novelty Changing Seeking reference points Innovation is here to stay11
  12. 12. TEN LESSONS IN PRODUCT & MARKETING INNOVATIONPRODUCT AND MARKETING INNOVATION STRATEGIESBY ANGELA KOCH, CHIEF IDEAS FACILITATOR, INVITRO INNOVATION
  13. 13. Lesson 1MAKE INNOVATION ROUTINE,NOT ACCIDENTAL
  14. 14. The Legend of Accidental InventionMuch innovation just happens, someone has an accidental spark of brillianceand the seed to an innovation is born.Unfortunately Insufficient quality innovation happens this way.
  15. 15. Great innovators have processes to make innovation routine rather than accidental.
  16. 16. Hold regular Innovation Ideation sessions Intense ideation over a few days.Innovation Camp
  17. 17. Structured Idea Generation Event(Innovation Camps)
  18. 18. Lesson 2INNOVATION IS A TEAMSPORT
  19. 19. “Enlightened trial & error succeedsover the planning of the lone genius.”
  20. 20. Need a mix of THINKERS and DOERSAnd a diverse Set ofSKILLS and PERSPECTIVES
  21. 21. Lesson 3BE ANCHORED & FUELLEDBY AN INNOVATIONCHALLENGE
  22. 22. What is wrong with mycategory from a consumerperspective?
  23. 23. Problem:The cleaning power in the category iscomplex and uninteresting to 2nd tier citymums in China.360 degree cleaning
  24. 24. HOW MIGHT WE…
  25. 25. PROBLEM: The cleaning power in the category is complex and uninteresting to 2nd tier city mums in China 360 degree cleaning HOW MIGHT WE … make cleaning more intuitive Inspired by “Intuitive Kitchen Logic” with Honey Locust With With Lemon Dish Effect
  26. 26. Lesson 4GET CENTRED ON YOURCUSTOMER
  27. 27. What are the Innovation Challengesfor a Brand seeking to enter thepackaged water category?WE NEED A CONSUMER PERSPECTIVE: -Why do people drink water? -When, where, how often and how much water do they need to drink? -Why don’t people drink more water?
  28. 28. Consumer Experience Mapping Walk in the consumer shoes through their experience with the category
  29. 29. Identify Confusion or Pain Points!How much water do I need to drink? All bottled watersWhy do I even need to drink water? seem the same Water is boring Water is heavy to carry I sometimes forget to drink water
  30. 30. HOW MIGHT WE MAKE WATER… More convenient More enjoyable More purposeful
  31. 31. Lesson 5IDEATION REQUIRES AN“INVITRO” ENVIRONMENT
  32. 32. Away from highly pressured or routine work environments. Ideas are better when conceived and nurtured “INVITRO”
  33. 33. Lesson 6QUESTION ALL YOURASSUMPTIONS
  34. 34. “If I had 60 minutes to solve aproblem, Id spend 55 minutesdefining it, and 5 minutessolving it.” -- Albert Einstein. Do you have a Question Culture or an Answer Culture?
  35. 35. Lesson 7INNOVATION ISSERIOUS PLAY Innovation is a creative process, it should be inspirational, interactive and fun
  36. 36. Be visual
  37. 37. Be tactile
  38. 38. Provocations to spur CREATIVE THINKING
  39. 39. Lesson 8MAKE INSPIRATION ADISCIPLINE “to invent you need a good imaginationand a pile of junk”– Thomas Edison
  40. 40. Digital and Analog Inspiration Streams
  41. 41. Lesson 9BE OPEN
  42. 42. Procter and Gamble are open innovation giants, with more than 35% oftheir new ideas coming from outside sources.Historically P&G relied on internal resources and a network of trustedcontacts to design, develop and supply new products and services. Thiswould usually sustain their annual growth goal of 4-6%.
  43. 43. Levels of Open Innovation 45
  44. 44. Lesson 10HAVE A PORTFOLIO OFBIG AND SMALL IDEAS
 46
  45. 45. How Innovation Feels 47
  46. 46. Charles Handy’s S Curve forTransformationPositive energy “MAYBE WE SHOULD GO BACK TO THE OLD WAYS OF DOING THINGS” time 48
  47. 47. Innovation requires that we move awayfrom the very things that made ussuccessful in the past and becomecomfortable with constant change anduncertainty. 49
  48. 48. “The important thing is this:To be able at any moment to sacrificewhat we are for what we could become."CHARLES DU BOIS 50
  49. 49. @invitrotweets 51

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