Drew Boyd - The Three Voices of Innovation

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Drew Boyd - The Three Voices of Innovation

  1. 1. The Three Voices of Innovation Drew BoydAssistant Professor of Marketing & Innovation University of Cincinnati November 17, 2011
  2. 2. • Voice of the Product• Voice of the Brand• Voice of Serendipity
  3. 3. The Method• Systematic Inventive Thinking is a new innovation method developed by Dr. Jacob Goldenberg (Columbia University).• Innovation follows a set of patterns that can be re- applied to any product, service, or process.
  4. 4. Surprisingly, most innovative products follow one of only five patterns….Subtraction The elimination of core components rather than an addition of new systems and functions The assignment of new tasks to anTask Unification existing resource within the vicinity of the problemMultiplication A multiplication of elements already existing in the product along with a qualitative changeDivision The division of a product and/or its components either physically or functionallyAttribute The creation/removal ofDependency dependencies between existing product properties.
  5. 5. Voice of the Brand
  6. 6. The Master of Science in Marketing• Flexible Program for Full or Part Time Students – 48 credits, all marketing!! – 9 months – Start any quarter• Graduate Certificate in Marketing – 16 credits – Strategy, innovation, brand, social media, innovation
  7. 7. For More Information Drew Boyd www.innovationinpractice.comdrew@innovationinpractice.com drew.boyd@uc.edu @drewboyd

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