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.

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

  1. 1. Innovating withextreme consumersBrian Millar, Director of StrategySense Worldwide@arthurascii
  2. 2. WELCOME TOTHE WESTCOAST.HOME OFECCENTRICS...
  3. 3. ...ANDINNOVATIVEBUSINESSES
  4. 4. ...ANDINNOVATIVEBUSINESSES COINCIDENCE? MAYBE. MAYBE NOT.
  5. 5. ONCE UPONA TIME ON THEEAST COAST
  6. 6. “Wou like ald yo ucomp new uter? ”
  7. 7. “Keyboards on desks are for “W secretaries” ould like a you comp new uter? ”
  8. 8. NOR MAL PEOP HATE LE NEW STUF F
  9. 9. HOMEBREWCOMPUTER CLUB,MENLO PARK, CA
  10. 10. “Woulike a ld yo perso u comp nal uter? ”
  11. 11. “Yes, a nd ’s h ow to “Wouhere er” like ld yo it bett a new um ake com puter ?”
  12. 12. H T . E O S T E E R Y ’S ON E ZH A C R
  13. 13. “We agoing re ne to su verunles rvive s we little get a crazy ”
  14. 14. “Creativity is the mostimportant leadership quality, according to CEOs.” IBM CEO Survey 2010
  15. 15. “Go get me some creativity”
  16. 16. iPHONE 4S:NOT INNOVATIVEENOUGH12pm 1pm 2pm 3pm 4pm
  17. 17. ZINGA MA W N E T HEIS RMA L N O http://vimeo.com/14975413
  18. 18. How one extremeconsumer transformeda company
  19. 19. IMAGINEYOU’RE ASADDLEMAKERIN 1910
  20. 20. SHOWROOMON RUE ST HONORE, PARIS
  21. 21. WWI:GOOD FORBUSINESS
  22. 22. FEW REPEATCUSTOMERS
  23. 23. SADDLEMAKERSIN THE AGE OFTHE MODEL T
  24. 24. ONE DAY, INWALKS EDWARDALBERT CHRISTIANGEORGE ANDREWPATRICK DAVIDSAXE COBURGVON GOTHA THE PRINCE OF WALES...
  25. 25. “Plea me ase m akewith jacke a zip? t ”
  26. 26. 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
  27. 27. K E T R : A PM A C N €2 9B >
  28. 28. WITH EXTREMECONSUMERS,IT’S ABOUT WHONOT HOW MANY
  29. 29. FASHIONREINVENTS ITSELFEVERY 6 MONTHS
  30. 30. FASHIONREINVENTS ITSELFEVERY 6 MONTHS O W ? H
  31. 31. SUPERMODEL
  32. 32. SUPERMODEL MUSE
  33. 33. 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.
  34. 34. SHE PUT THISPLAYSUITON BACKWARDS.
  35. 35. A S IT W T O U O LDS A YS IN D
  36. 36. How to find your muse
  37. 37. HARLEY DAVIDSON:SADDLEMAKERIN A MODEL T FORD AGE Oc1968 1969 1970 1971 1972
  38. 38. MEETWILLIE GDAVIDSON
  39. 39. IN THE 60’S HESTUMBLED ONTOTHE CUSTOM BIKESCENE IN LA.HE TOOK SOMECUSTOMIZERSBACK TO HARLEYHQ IN MILWAUKEE.
  40. 40. RESULT:THE SUPERGLIDE
  41. 41. RESULT:THE SUPERGLIDE T FIR ST ER A SA ST . ..A DI
  42. 42. 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
  43. 43. BAKE CUSTOMCULTURE INTO YOURPRODUCT
  44. 44. EY RL ON A SH ID AV KETD AR M AP: C 10 BN > €
  45. 45. Every product has anextreme consumer
  46. 46. Your typical average consumersLook here Don’t look here Look here
  47. 47. ...sometimesyou have tothink laterally
  48. 48. Running shoe design?
  49. 49. Running shoe design?Barefoot runners
  50. 50. Sweaty feet and blisters?
  51. 51. Sweaty feet and blisters?Dominatrixes
  52. 52. Toilet cleaners?
  53. 53. Toilet cleaners?Obsesive compulsives
  54. 54. Toilet cleaners?Obsesive compulsives
  55. 55. Smoking cessation
  56. 56. Smoking cessationRecovering addicts
  57. 57. IN L W L E A R E EB E R ’ M W HO O W E UB H L NT C
  58. 58. THIS CHANGESEVERYTHING
  59. 59. THIS CHANGESEVERYTHING ARDUINO MAKES HARDWARE AS EASY TO CREATE AS APPS
  60. 60. 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’
  61. 61. THE FLOATINGBICYCLE,PRODUCTIZEDBY THE HONEYBEENETWORK http://youtu.be/2LnatUMwU_0
  62. 62. IF YOU CAN’T GET YOURPRODUCTS RIGHT,YOUR CUSTOMERS WILLDO IT FOR YOU.
  63. 63. 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
  64. 64. LARRY PAGE ANDSERGEI BRINCREATED THEIR FIRSTSEARCH ENGINE IN 1996
  65. 65. 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.
  66. 66. 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

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