Keynote at Dublin Airport Authority

@NICKWECREATESWITCH ONHOW TO COLLABORATIVELY INNOVATE ARADICALLY BETTER... FUTURENICK JANKEL, WECREATEDUBLIN AIRPORT AUTHORITYMARCH 2012

SWITCH ONINNOVATE DISRUPTIVELYCOLLABORATE AMBITIOUSLYDO IT ALL PURPOSEFULLY

WHAT ATTRACTS YOU MOST TO THISSESSION?HOW DOES THIS TOPIC CONNECT WITHYOUR GOALS?WHAT ARE THE TIMES IN YOUR LIFE THATYOU FEEL MOST ENERGIZED AND VITAL?

INNOVATIONINTUITIVE HUMAN CAPACITY TO SOLVEPROBLEMS

5 MILLENNIA100 WATTS / DAY + 10 TOOLS 1010,000 WATTS / DAY + 10 TOOLS

INNOVATION IS IN OUR DNA AND MAKES US HUMAN

IMPACTFULLEVERAGE OF IDEAS

INCREMENTALEVOLUTIONARY

DISRUPTIVEREVOLUTIONARY

“You can never changethings by ﬁghting theexisting reality. Tochange something,build a new model thatmakes the existingmodel obsolete.”BUCKMINSTER FULLER

DISRUPTIVEINNOVATIONS

DESTABILISESTATUS QUO

CREATETHE FUTURE TO OUR ADVANTAGE

CREATIVEDESTRUCTION

EDGEOF CHAOS(MAXIMUM RATES OF GENERATION /EVOLUTION)

COREBUSINESS DRIVEN BY OLD MARKET

INNOVATOR’SDILEMMA

“The innovators dilemma [is]that good companies oftenbegin their descent into failureby aggressively investing inthe products and services thattheir most proﬁtablecustomers want.”CLAYTON CHRISTENSEN

FINISH THESE SENTENCES...

STATUS QUOMAINTAINED BY OUTDATED ASSUMPTIONS

BIASESHELP WITH SURVIVING

PREVENTUS THRIVING

SHARE AN ASSUMPTION THAT NO LONGERSERVES YOU

SURFACEASSUMPTIONS IF WE WANT TOBREAKTHROUGH

SWITCHTHE BUSINESS

CHANGETHE RULES FOREVER

THE SWITCH BREAKTHROUGH CONCEPT THE PROBLEM BREAKTHROUGH PROPOSITION CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) CONVENTIONS / ASSUMPTIONS

KODAK INVENTED DIGITALCAMERA BUT COULDN’T GET WHERE VALUE RESIDES FORTHE NETWORKED CONSUMER

THE SWITCH: IMAGING BREAKTHROUGH CONCEPT THE PROBLEM BREAKTHROUGH PROPOSITION CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) CONVENTIONS / ASSUMPTIONS

THE SWITCH: IMAGING BREAKTHROUGH CONCEPT People are no longer using photographic film or paper. THE PROBLEM BREAKTHROUGH PROPOSITION CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) CONVENTIONS / ASSUMPTIONS

THE SWITCH: IMAGING BREAKTHROUGH CONCEPT People are no longer using photographic film or paper. THE PROBLEM BREAKTHROUGH PROPOSITION We enable people to print out and store their photos. We leverage the scarcity and unique quality of tangible artifacts. CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) CONVENTIONS / ASSUMPTIONS

THE SWITCH: IMAGING BREAKTHROUGH CONCEPT People are no longer using photographic film or paper. THE PROBLEM BREAKTHROUGH PROPOSITION We enable people to print out and store their photos. We leverage the scarcity and unique quality of tangible artifacts. CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) People use photos to commemorate special moments. They are scarce. CONVENTIONS / ASSUMPTIONS

THE SWITCH: IMAGING BREAKTHROUGH CONCEPT People are no longer using photographic film or paper. THE PROBLEM BREAKTHROUGH PROPOSITION We enable people to print out and store their photos. We leverage the scarcity and unique quality of tangible artifacts. CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) People use photos to People use photos as a form commemorate special of instant expression, moments. They are scarce. identity and communication. They are CONVENTIONS / abundant. ASSUMPTIONS

THE SWITCH: IMAGING BREAKTHROUGH CONCEPT People are no longer using photographic film or paper. THE PROBLEM BREAKTHROUGH PROPOSITION We enable people to print We enable people to take photos out and store their photos. instantly on their phone - and We leverage the scarcity then share, enhance and remix and unique quality of them together. We leverage tangible artifacts. abundant flows of digital CONVENTIONAL creativity. PROPOSITION BREAKTHROUGH INSIGHT(S) People use photos to People use photos as a form commemorate special of instant expression, moments. They are scarce. identity and communication. They are CONVENTIONS / abundant. ASSUMPTIONS

THE SWITCH: IMAGING BREAKTHROUGH CONCEPT People are no longer using Flickr, Photoshop, photographic film or Shutterfly, iPhone, Zeiss paper. lenses etc. THE PROBLEM BREAKTHROUGH PROPOSITION We enable people to print We enable people to take photos out and store their photos. instantly on their phone - and We leverage the scarcity then share, enhance and remix and unique quality of them together. We leverage tangible artifacts. abundant flows of digital CONVENTIONAL creativity. PROPOSITION BREAKTHROUGH INSIGHT(S) People use photos to People use photos as a form commemorate special of instant expression, moments. They are scarce. identity and communication. They are CONVENTIONS / abundant. ASSUMPTIONS

IN 1983, ONLY THOSE WHO COULD USE ACOMMAND LINE COULD USE A COMPUTER

THE SWITCH: THE PC BREAKTHROUGH CONCEPT THE PROBLEM BREAKTHROUGH PROPOSITION CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) CONVENTIONS / ASSUMPTIONS

THE SWITCH: THE PC BREAKTHROUGH CONCEPT Everyday people are not buying or using computers as much as they should. THE PROBLEM BREAKTHROUGH PROPOSITION CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) CONVENTIONS / ASSUMPTIONS

THE SWITCH: THE PC BREAKTHROUGH CONCEPT Everyday people are not buying or using computers as much as they should. THE PROBLEM BREAKTHROUGH PROPOSITION We design computers as productivity maximers that can help businesses win. CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) CONVENTIONS / ASSUMPTIONS

THE SWITCH: THE PC BREAKTHROUGH CONCEPT Everyday people are not buying or using computers as much as they should. THE PROBLEM BREAKTHROUGH PROPOSITION We design computers as productivity maximers that can help businesses win. CONVENTIONAL PROPOSITION BREAKTHROUGH Productivity is the goal of INSIGHT(S) life. Technology helps us be more productive cogs in the machine (growing profits, GDP etc.) CONVENTIONS / ASSUMPTIONS

THE SWITCH: THE PC BREAKTHROUGH CONCEPT Everyday people are not buying or using computers as much as they should. THE PROBLEM BREAKTHROUGH PROPOSITION We design computers as productivity maximers that can help businesses win. CONVENTIONAL PROPOSITION BREAKTHROUGH Productivity is the goal of INSIGHT(S) life. Technology helps us be Creativity is the goal of more productive cogs in the life. We are all here to machine (growing profits, express not produce and GDP etc.) possess. CONVENTIONS / ASSUMPTIONS

THE SWITCH: THE PC BREAKTHROUGH CONCEPT Everyday people are not buying or using computers as much as they should. THE PROBLEM BREAKTHROUGH PROPOSITION We design computers as productivity We design computers to be maximers that can a force for amazing human help businesses win. creativity - delightful, usable, empowering. CONVENTIONAL PROPOSITION BREAKTHROUGH Productivity is the goal of INSIGHT(S) life. Technology helps us be Creativity is the goal of more productive cogs in the life. We are all here to machine (growing profits, express not produce and GDP etc.) possess. CONVENTIONS / ASSUMPTIONS

THE SWITCH: THE PC BREAKTHROUGH CONCEPT Everyday people are not Think different with a buying or using computers Mac... (and its as much as they should. ecosystem) THE PROBLEM BREAKTHROUGH PROPOSITION We design computers as productivity We design computers to be maximers that can a force for amazing human help businesses win. creativity - delightful, usable, empowering. CONVENTIONAL PROPOSITION BREAKTHROUGH Productivity is the goal of INSIGHT(S) life. Technology helps us be Creativity is the goal of more productive cogs in the life. We are all here to machine (growing profits, express not produce and GDP etc.) possess. CONVENTIONS / ASSUMPTIONS

GM ‘INVENTED’ 20TH C MANAGEMENT TECHNIQUES YET WENT BUST IN THE 21ST C

THE SWITCH: MOTORING BREAKTHROUGH CONCEPT THE PROBLEM BREAKTHROUGH PROPOSITION CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) CONVENTIONS / ASSUMPTIONS

THE SWITCH: MOTORING BREAKTHROUGH CONCEPT Our customers don’t want our cars and our employees won’t make them effectively. THE PROBLEM BREAKTHROUGH PROPOSITION CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) CONVENTIONS / ASSUMPTIONS

THE SWITCH: MOTORING BREAKTHROUGH CONCEPT Our customers don’t want our cars and our employees won’t make them effectively. THE PROBLEM BREAKTHROUGH We design big American cars to PROPOSITION target specific demographics and become obsolete quickly. We expect our employees to manufacture our designs with maximum efficiency. CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) CONVENTIONS / ASSUMPTIONS

THE SWITCH: MOTORING BREAKTHROUGH CONCEPT Our customers don’t want our cars and our employees won’t make them effectively. THE PROBLEM BREAKTHROUGH We design big American cars to PROPOSITION target specific demographics and become obsolete quickly. We expect our employees to manufacture our designs with maximum efficiency. CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) Consumers and employees will suck up whatever we think they should have. CONVENTIONS / ASSUMPTIONS

THE SWITCH: MOTORING BREAKTHROUGH CONCEPT Our customers don’t want our cars and our employees won’t make them effectively. THE PROBLEM BREAKTHROUGH We design big American cars to PROPOSITION target specific demographics and become obsolete quickly. We expect our employees to manufacture our designs with maximum efficiency. CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) Consumers and employees Consumers wants cars that will suck up whatever we match their values. think they should have. Employees want to work in companies that have values. CONVENTIONS / ASSUMPTIONS

THE SWITCH: MOTORING BREAKTHROUGH CONCEPT Our customers don’t want our cars and our employees won’t make them effectively. THE PROBLEM BREAKTHROUGH We design big American cars to PROPOSITION target specific demographics and become obsolete quickly. We help consumers and We expect our employees to creators develop automobile manufacture our designs with services in the spirit of maximum efficiency. collaboration - sharing risks and rewards. CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) Consumers and employees Consumers wants cars that will suck up whatever we match their values. think they should have. Employees want to work in companies that have values. CONVENTIONS / ASSUMPTIONS

THE SWITCH: MOTORING BREAKTHROUGH CONCEPT Our customers don’t want our cars and our employees Local Motors, Zipcars, won’t make them RelayRides effectively. THE PROBLEM BREAKTHROUGH We design big American cars to PROPOSITION target specific demographics and become obsolete quickly. We help consumers and We expect our employees to creators develop automobile manufacture our designs with services in the spirit of maximum efficiency. collaboration - sharing risks and rewards. CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) Consumers and employees Consumers wants cars that will suck up whatever we match their values. think they should have. Employees want to work in companies that have values. CONVENTIONS / ASSUMPTIONS

1 CHILD DIESEVERY 5 SECONDS FROM HUNGER-RELATED CAUSES

THE SWITCH: CHILD MALNUTRITION BREAKTHROUGH CONCEPT THE PROBLEM BREAKTHROUGH PROPOSITION CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) CONVENTIONS / ASSUMPTIONS

THE SWITCH: CHILD MALNUTRITION BREAKTHROUGH CONCEPT Children in rural areas are not getting enough nutrients. Industry can’t access BOP markets. THE PROBLEM BREAKTHROUGH PROPOSITION CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) CONVENTIONS / ASSUMPTIONS

THE SWITCH: CHILD MALNUTRITION BREAKTHROUGH CONCEPT Children in rural areas are not getting enough nutrients. Industry can’t access BOP markets. THE PROBLEM BREAKTHROUGH PROPOSITION Commercial solutions are not feasible (high cost, resource intensive, low profit). Food aid will have to do. CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) CONVENTIONS / ASSUMPTIONS

THE SWITCH: CHILD MALNUTRITION BREAKTHROUGH CONCEPT Children in rural areas are not getting enough nutrients. Industry can’t access BOP markets. THE PROBLEM BREAKTHROUGH PROPOSITION Commercial solutions are not feasible (high cost, resource intensive, low profit). Food aid will have to do. CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) Poor people are unable to take part in a global, sustainable economy. Vertically-integrated industries create profit. CONVENTIONS / ASSUMPTIONS

THE SWITCH: CHILD MALNUTRITION BREAKTHROUGH CONCEPT Children in rural areas are not getting enough nutrients. Industry can’t access BOP markets. THE PROBLEM BREAKTHROUGH PROPOSITION Commercial solutions are not feasible (high cost, resource intensive, low profit). Food aid will have to do. CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) Poor people are unable to take part in a global, sustainable Poor people can be economy. Vertically-integrated empowered to contribute to industries create profit. a successful win win win with industry. CONVENTIONS / ASSUMPTIONS

THE SWITCH: CHILD MALNUTRITION BREAKTHROUGH CONCEPT Children in rural areas are not getting enough nutrients. Industry can’t access BOP markets. THE PROBLEM BREAKTHROUGH PROPOSITION Commercial solutions are not Micro-breweries in rural areas feasible (high cost, resource leveraging local talent (goats, intensive, low profit). Food aid workers, salesforce) removing will have to do. need for refrigeration). Creates jobs and opens up new markets CONVENTIONAL for industry. PROPOSITION BREAKTHROUGH INSIGHT(S) Poor people are unable to take part in a global, sustainable Poor people can be economy. Vertically-integrated empowered to contribute to industries create profit. a successful win win win with industry. CONVENTIONS / ASSUMPTIONS

THE SWITCH: CHILD MALNUTRITION BREAKTHROUGH CONCEPT Children in rural areas are not getting enough ShoktiDoi the power nutrients. Industry can’t yoghurt. access BOP markets. THE PROBLEM BREAKTHROUGH PROPOSITION Commercial solutions are not Micro-breweries in rural areas feasible (high cost, resource leveraging local talent (goats, intensive, low profit). Food aid workers, salesforce) removing will have to do. need for refrigeration). Creates jobs and opens up new markets CONVENTIONAL for industry. PROPOSITION BREAKTHROUGH INSIGHT(S) Poor people are unable to take part in a global, sustainable Poor people can be economy. Vertically-integrated empowered to contribute to industries create profit. a successful win win win with industry. CONVENTIONS / ASSUMPTIONS

SHE PUTS FOOD ON HER CHILDREN’S PLATE WHILSTPUTTING FOOD ON MANY OTHERS’

“Problems cannot besolved by the samelevel of thinking thatcreated them.”ALBERT EINSTEIN

PERMISSIONCHALLENGE CONVENTIONAL THINKING

EXPLORE USING THE TOOL ON A CURRENTBUSINESS PROBLEM

THE SWITCH BREAKTHROUGH CONCEPT THE PROBLEM BREAKTHROUGH IDEA CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHTS CONVENTIONS / ASSUMPTIONS

THE SWITCH BREAKTHROUGH CONCEPT WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM? THE PROBLEM BREAKTHROUGH IDEA CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHTS CONVENTIONS / ASSUMPTIONS

THE SWITCH BREAKTHROUGH CONCEPT WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM? THE PROBLEM WHAT KIND OF VALUE PROPOSITIONS BREAKTHROUGH LEAD TO THIS PROBLEM? IDEA CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHTS CONVENTIONS / ASSUMPTIONS

THE SWITCH BREAKTHROUGH CONCEPT WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM? THE PROBLEM WHAT KIND OF VALUE PROPOSITIONS BREAKTHROUGH LEAD TO THIS PROBLEM? IDEA CONVENTIONAL PROPOSITION WHAT DO WE HAVE TO BELIEVE TO BREAKTHROUGH UNDERPIN AND VALIDATE THIS THINKING / INSIGHTS PROPOSITION? CONVENTIONS / ASSUMPTIONS

THE SWITCH BREAKTHROUGH CONCEPT WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM? THE PROBLEM WHAT KIND OF VALUE PROPOSITIONS BREAKTHROUGH LEAD TO THIS PROBLEM? IDEA CONVENTIONAL PROPOSITION WHAT DO WE HAVE TO BELIEVE TO BREAKTHROUGH UNDERPIN AND VALIDATE THIS THINKING / INSIGHTS PROPOSITION? CONVENTIONS / WHAT IS A NEW WAY OF THINKING ASSUMPTIONS ABOUT THE WORLD?

THE SWITCH BREAKTHROUGH CONCEPT WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM? THE PROBLEM WHAT KIND OF VALUE PROPOSITIONS BREAKTHROUGH LEAD TO THIS PROBLEM? IDEA CONVENTIONAL WHAT KIND OF VALUE PROPOSITIONS WOULD PROPOSITION EMERGE FROM THESE INSIGHTS? WHAT DO WE HAVE TO BELIEVE TO BREAKTHROUGH UNDERPIN AND VALIDATE THIS THINKING / INSIGHTS PROPOSITION? CONVENTIONS / WHAT IS A NEW WAY OF THINKING ASSUMPTIONS ABOUT THE WORLD?

THE SWITCH BREAKTHROUGH CONCEPT WHAT IS THE BUSINESS AND / OR SOCIAL PROBLEM? WHAT IS THE BASIC IDEA / STRAPLINE / THE PROBLEM BRAND? WHAT KIND OF VALUE PROPOSITIONS BREAKTHROUGH LEAD TO THIS PROBLEM? IDEA CONVENTIONAL WHAT KIND OF VALUE PROPOSITIONS WOULD PROPOSITION EMERGE FROM THESE INSIGHTS? WHAT DO WE HAVE TO BELIEVE TO BREAKTHROUGH UNDERPIN AND VALIDATE THIS THINKING / INSIGHTS PROPOSITION? CONVENTIONS / WHAT IS A NEW WAY OF THINKING ASSUMPTIONS ABOUT THE WORLD?

WHAT DID YOU NOTICE ABOUT EACHBREAKTHROUGH INSIGHT?

DISRUPTIONACCESSIBLEUSABLEENJOYABLE

LIBERATINGOPEN VIEW OF HUMAN NATURE / THEWORLD

THE SWITCH BREAKTHROUGH CONCEPT THE PROBLEM BREAKTHROUGH IDEA CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHTS CONVENTIONS / ASSUMPTIONS

THE SWITCH BREAKTHROUGH CONCEPT THE PROBLEM BREAKTHROUGH IDEA CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHTS WHAT IS A MORE EMPOWERING, CONVENTIONS / LIBERATING OR ABUNDANT VIEW OF ASSUMPTIONS LIFE?

THE SWITCH BREAKTHROUGH CONCEPT THE PROBLEM BREAKTHROUGH IDEA HOW COULD YOU DESIGN A PROPOSITION FOR CONVENTIONAL MAXIMUM ACCESSIBILITY, USABILITY AND PROPOSITION ENJOYABILITY? BREAKTHROUGH INSIGHTS WHAT IS A MORE EMPOWERING, CONVENTIONS / LIBERATING OR ABUNDANT VIEW OF ASSUMPTIONS LIFE?

STANDFOR SOMETHING

PURPOSEOF ORGANIZATION

SEA CHANGEPROFIT TO PURPOSECONTROL TO EMPOWERMENTWEALTH TO WELLBEINGHIERARCHY TO NETWORKSSURVIVING TO THRIVING

REVOLUTION 2.0

WITH LONGER-TERM & FURTHER-REACHING IMPACTS THAN THEPOLITICAL REVOLUTIONSTHAT HAVE SHAKEN THE WORLD

DRIVENBY THE WEB

“Predicting the future of theInternet is easy: anything ithasn’t yet dramaticallytransformed, it will. People,companies, investors and evencountries can’t stop thistransformation. The onlychoice you have is whetheryou join the side of innovationand progress or you don’t.”CHRIS DIXON

LIBERATINGINTRINSIC HUMAN NATURE TO CREATE,SHARE, CONNECT

HIERARCHIES AREBEING DISSOLVED IN A GLOBALISED PARTICIPATORYNETWORKED SOCIETY

ERAOF MASSIVE CHANGE AT THE HEART OFHOW THE OS OF THE WORLD

HIERARCHIES / NETWORKS BUREAUCRACIESTRIBES / CLASS MARKETS

POWERLIES INCREASINGLY AT THE EDGES

OPEN UPTO VALUE AND VALUES OUTSIDE

OPENINNOVATION

IMPACTFULLEVERAGE OF IDEAS TOGETHER

THE AMBITIOUS KNOW THEY NEED TOCOLLABORATE

SHARERISKS & REWARDS

BUSINESSAS UNUSUAL

COLLABORATION TAKES A SIGNIFICANTINVESTMENT OF ENERGYAND A DIFFERENT WAY OF WORKING

CONTROLTO CO-CREATE

KNOW HOWTO KNOW WHO, WHAT, WHEN & WHY

GIVETO GET

TALKTHEN RELATIONSHIPS, THEN TRANSACTIONS

“Innovation is a by-product of productiveand engaged networks.”VERNA ALLEE

IQTO CIQ

BACTERIA BETTER ABLE TO COLLABORATETHAN MOST OF US!

SWITCH ONINNOVATE DISRUPTIVELYCOLLABORATE AMBITIOUSLYDO IT ALL PURPOSEFULLY

RISKYBUSINESS?

HOLDING ONTOTHE OLD IDEAS IS FAR MORE DANGEROUS THAN RISKING NEW ONES

$85 BILLIONTO $0

THE SWITCH: HOME ENTERTAINMENT BREAKTHROUGH CONCEPT THE PROBLEM BREAKTHROUGH PROPOSITION CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) CONVENTIONS / ASSUMPTIONS

THE SWITCH: HOME ENTERTAINMENT BREAKTHROUGH CONCEPT People take out too few movies, too infrequently from the rental store (which are expensive to run). THE PROBLEM BREAKTHROUGH PROPOSITION CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) CONVENTIONS / ASSUMPTIONS

THE SWITCH: HOME ENTERTAINMENT BREAKTHROUGH CONCEPT People take out too few movies, too infrequently from the rental store (which are expensive to run). THE PROBLEM BREAKTHROUGH Video rental is a high-cost PROPOSITION event. Come to our stores and choose what you want for that special night in (and if you forget to bring it back, you will be punished to our benefit). CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) CONVENTIONS / ASSUMPTIONS

THE SWITCH: HOME ENTERTAINMENT BREAKTHROUGH CONCEPT People take out too few movies, too infrequently from the rental store (which are expensive to run). THE PROBLEM BREAKTHROUGH Video rental is a high-cost PROPOSITION event. Come to our stores and choose what you want for that special night in (and if you forget to bring it back, you will be punished to our benefit). CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) Videos are scarce and special and we decide which ones they should see. Consumers must suck up the deal if they want to access them. CONVENTIONS / ASSUMPTIONS

THE SWITCH: HOME ENTERTAINMENT BREAKTHROUGH CONCEPT People take out too few movies, too infrequently from the rental store (which are expensive to run). THE PROBLEM BREAKTHROUGH Video rental is a high-cost PROPOSITION event. Come to our stores and choose what you want for that special night in (and if you forget to bring it back, you will be punished to our benefit). CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) Videos are scarce and special and we decide which ones Movies are abundant so we they should see. Consumers should be able to choose must suck up the deal if they what to watch instantly, want to access them. learn from each other’s CONVENTIONS / tastes and not be punished ASSUMPTIONS for our mistakes.

THE SWITCH: HOME ENTERTAINMENT BREAKTHROUGH CONCEPT People take out too few movies, too infrequently from the rental store (which are expensive to run). THE PROBLEM BREAKTHROUGH Video rental is a high-cost PROPOSITION event. Come to our stores and choose what you want A flexible, simple, enjoyable for that special night in (and peer-powered online if you forget to bring it back, community where we can all you will be punished to our see, rate and explore movies benefit). together. CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) Videos are scarce and special and we decide which ones Movies are abundant so we they should see. Consumers should be able to choose must suck up the deal if they what to watch instantly, want to access them. learn from each other’s CONVENTIONS / tastes and not be punished ASSUMPTIONS for our mistakes.

THE SWITCH: HOME ENTERTAINMENT BREAKTHROUGH CONCEPT People take out too few movies, too infrequently from the rental store LoveFilm, Netflix, Amazon (which are expensive to run). THE PROBLEM BREAKTHROUGH Video rental is a high-cost PROPOSITION event. Come to our stores and choose what you want A flexible, simple, enjoyable for that special night in (and peer-powered online if you forget to bring it back, community where we can all you will be punished to our see, rate and explore movies benefit). together. CONVENTIONAL PROPOSITION BREAKTHROUGH INSIGHT(S) Videos are scarce and special and we decide which ones Movies are abundant so we they should see. Consumers should be able to choose must suck up the deal if they what to watch instantly, want to access them. learn from each other’s CONVENTIONS / tastes and not be punished ASSUMPTIONS for our mistakes.

PEER POWERED (RATINGS) PEER EMPOWERED(NO LATE FEES)

“All power is a trust; weare accountable for itsexercise; that from thepeople, and for thepeople all springs, andall must exist.”DISRAELI

IN THIS SESSIONINNOVATE: LET GO OF THE OLD TO BREAKTHROUGHCOLLABORATE: TO ACHIEVE AMBITIONSPURPOSEFULLY: EMPOWER & ENABLE THENETWORKED WORLD

“In the long history ofhumankind (and animalkind, too) those wholearned to collaborateand improvise mosteﬀectively haveprevailed.”CHARLES DARWIN

The pioneering Find out morecreative leadership about this and our innovation and & collaboration leadership coaching training at programme www.wecreate.cc

CONNECTNICK@WECREATE.CCWECREATE.CC100OPEN.COMNICKJANKEL.COM

Keynote at Dublin Airport Authority

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