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Innovation with extreme consumers
 

Innovation with extreme consumers

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You need to make new things. Here's the problem. Most people don't like new things. Aeron chairs, Red Bull and the Smash Martians advertisments died in research. ...

You need to make new things. Here's the problem. Most people don't like new things. Aeron chairs, Red Bull and the Smash Martians advertisments died in research.

There is a better way. Co-create with consumers. Not your average customers, but the hackers, the obsessives and the rejectors. The creatives, the crazy ones. That's what we do at Sense Worldwide. Here's some of the things we've found out in our adventures in Extreme Consumerland.

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    Innovation with extreme consumers Innovation with extreme consumers Presentation Transcript

    • Innovating withextreme consumersBrian Millar, Director of StrategySense Worldwide@arthurascii
    • WELCOME TOTHE WESTCOAST.HOME OFECCENTRICS...
    • ...ANDINNOVATIVEBUSINESSES
    • ...ANDINNOVATIVEBUSINESSES COINCIDENCE? MAYBE. MAYBE NOT.
    • ONCE UPONA TIME ON THEEAST COAST
    • “Wou like ald yo ucomp new uter? ”
    • “Keyboards on desks are for “W secretaries” ould like a you comp new uter? ”
    • NOR MAL PEOP HATE LE NEW STUF F
    • HOMEBREWCOMPUTER CLUB,MENLO PARK, CA
    • “Woulike a ld yo perso u comp nal uter? ”
    • “Yes, a nd ’s h ow to “Wouhere er” like ld yo it bett a new um ake com puter ?”
    • H T . E O S T E E R Y ’S ON E ZH A C R
    • “We agoing re ne to su verunles rvive s we little get a crazy ”
    • “Creativity is the mostimportant leadership quality, according to CEOs.” IBM CEO Survey 2010
    • “Go get me some creativity”
    • iPHONE 4S:NOT INNOVATIVEENOUGH12pm 1pm 2pm 3pm 4pm
    • ZINGA MA W N E T HEIS RMA L N O http://vimeo.com/14975413
    • How one extremeconsumer transformeda company
    • IMAGINEYOU’RE ASADDLEMAKERIN 1910
    • SHOWROOMON RUE ST HONORE, PARIS
    • WWI:GOOD FORBUSINESS
    • FEW REPEATCUSTOMERS
    • SADDLEMAKERSIN THE AGE OFTHE MODEL T
    • ONE DAY, INWALKS EDWARDALBERT CHRISTIANGEORGE ANDREWPATRICK DAVIDSAXE COBURGVON GOTHA THE PRINCE OF WALES...
    • “Plea me ase m akewith jacke a zip? t ”
    • bag and ng. ind ah “I ca n’t f ul and stro bea utif one ?”tha t’s ake me an yo um C
    • K E T R : A PM A C N €2 9B >
    • WITH EXTREMECONSUMERS,IT’S ABOUT WHONOT HOW MANY
    • FASHIONREINVENTS ITSELFEVERY 6 MONTHS
    • FASHIONREINVENTS ITSELFEVERY 6 MONTHS O W ? H
    • SUPERMODEL
    • SUPERMODEL MUSE
    • KATE MOSS IS A 37YEAR OLD WHOEARNS $9M A YEAR.TOP SHOP’S CORETARGET AUDIENCEIS A 17 YEAR OLD TWITH A SATURDAYJOB. SHE’S ADIFFERENT KINDOF USER. BECAUSESHE’S A MUSE.
    • SHE PUT THISPLAYSUITON BACKWARDS.
    • A S IT W T O U O LDS A YS IN D
    • How to find your muse
    • HARLEY DAVIDSON:SADDLEMAKERIN A MODEL T FORD AGE Oc1968 1969 1970 1971 1972
    • MEETWILLIE GDAVIDSON
    • IN THE 60’S HESTUMBLED ONTOTHE CUSTOM BIKESCENE IN LA.HE TOOK SOMECUSTOMIZERSBACK TO HARLEYHQ IN MILWAUKEE.
    • RESULT:THE SUPERGLIDE
    • RESULT:THE SUPERGLIDE T FIR ST ER A SA ST . ..A DI
    • BUT THE SUPERGLIDELOW RIDER SOLD UT RY...O VE E ER IKE TH B O Y LE T R U HA P ER GE TH TO
    • BAKE CUSTOMCULTURE INTO YOURPRODUCT
    • EY RL ON A SH ID AV KETD AR M AP: C 10 BN > €
    • Every product has anextreme consumer
    • Your typical average consumersLook here Don’t look here Look here
    • ...sometimesyou have tothink laterally
    • Running shoe design?
    • Running shoe design?Barefoot runners
    • Sweaty feet and blisters?
    • Sweaty feet and blisters?Dominatrixes
    • Toilet cleaners?
    • Toilet cleaners?Obsesive compulsives
    • Toilet cleaners?Obsesive compulsives
    • Smoking cessation
    • Smoking cessationRecovering addicts
    • IN L W L E A R E EB E R ’ M W HO O W E UB H L NT C
    • THIS CHANGESEVERYTHING
    • THIS CHANGESEVERYTHING ARDUINO MAKES HARDWARE AS EASY TO CREATE AS APPS
    • N B S .2 ER 1 K C OUT A BH AA E OME R C T O LINE O N GOO GLE ‘J UGAA D’
    • THE FLOATINGBICYCLE,PRODUCTIZEDBY THE HONEYBEENETWORK http://youtu.be/2LnatUMwU_0
    • IF YOU CAN’T GET YOURPRODUCTS RIGHT,YOUR CUSTOMERS WILLDO IT FOR YOU.
    • an yt hat comp osoft is “T he M icr ed es tak eing fo undo ver ly b w.” bab ge righ 995t nopro ara ad 1 in a g oad Ahe The R
    • LARRY PAGE ANDSERGEI BRINCREATED THEIR FIRSTSEARCH ENGINE IN 1996
    • IF YOU C AN’T GE MOST C T YOURCONSU REATIVE MERS T YOU, TH O WORK EY WILL WITH YOUR C BECOM OMPETI E TION.
    • IF YOU C AN’T GE MOST C T YOURCONSU REATIVE MERS T YOU, TH O WORK EY WILL WITH YOUR C BECOM OMPETI E TION. @arthurascii