This document provides an overview of a two-day session on media innovation management. Day one will focus on defining innovation and the importance of understanding audience needs. Sessions will explore media innovation trends, tools, and defining the audience problem a media venture aims to address. Day two will cover principles of successful project innovation and introduction to project management. The document establishes ground rules, provides various definitions of innovation, and emphasizes the role audiences now play as media co-creators within communities. It also presents a hypothetical case study for attendees to brainstorm potential media innovations from Amazon that could be applied to a new venture.

1. International Media
Innovation Management
Session #1, Project Innovation: The Why
Bill Mitchell, bmitch@gmail.com
@bmitch on Twitter
30 September, 2013
Vienna

2. What we’ll explore today & tomorrow
• This morning: The Why
– Some preliminaries
– Audience problem as foundation of media ventures
– Innovation as solution
• This afternoon: The What
– Media innovation trends
– Media innovation tools
• Tuesday morning: The How
– Six principles of successful project innovation
– Introduction to project management

3. Ground rules, Logistics
• What happens in Vegas (or Vienna) stays there
• Tweets (instructors are on the record)
• Photos – alert Patricia if you object
• Talkers and listeners
• A 20 minute break about half way through (but
leave as you need to)

4. Questions, concerns?

5. International
Media
Innovation
Management
Your understanding or definition of
Innovation?

7. “Innovation is the specific
instrument of entrepreneurship…
the act that endows resources with
a new capacity to create wealth.”
-- Peter Drucker

8. Innovation = “creation of new
value”
-- The Economics and Financing of
Media Companies,
By Robert Picard, 2010

9. Innovation = “Significant
positive change”
-- The Myths of Innovation,
By Scott Berkun, 2010

10. “Innovation is the creation of
something that improves the way
we live our lives”
Barack Obama, Business Week, 2007

11. “Innovation is not the result of
thinking differently. It is the result of
thinking deliberately (in specific
ways) about existing problems and
unmet needs.”
Razeghi, Andrew. The Riddle, 2008

12. --Josh Makower, CEO of ExploraMed,
Entrepreneur Thought Leader Lecture,
Stanford University, July 2010

13. Innovation and its
consequences:
“Creative destruction
is the essential fact
about capitalism.”
-- Austrian economist
Joseph Schumpeter, 1942

14. “News organizations today are experiencing a
continuing crisis of value destruction …They
must find ways to create new value to replace
that which is being destroyed. If they do not,
they risk their demise.”
-- American economist Robert G. Picard, 2006

15. Potential provocations of
innovation?

16. Stumbling
into my first
encounter with
media innovation
The provocation?
Desperation!

17. Stumbling
into my first
encounter with
media innovation

19. Innovation lesson
Simplify AND conceptualize

20. International
Media
Innovation
Management
Your working definition of
Media?

21. Three considerations
1. Your passion

22. Three considerations
1. Your passion
2. Your capacity

23. Getting in touch with your capacity

24. Three considerations
1. Your passion
2. Your capacity
3. Audience need

25. Three circles and a sweet spot:
Your life in a Venn diagram

26. Draw your own circles
Coach one another in small groups
Report back to full group

27. Break

28. The changing role of audience(s)

29. Audience: Its digital role

30. Audience as… community
not just consumers of media,
not just spectators…
Let’s think of the people “formerly
known as the audience” as
a community of media co-creators

31. Research into the relationships
between media and their audiences
• Four measurable dimensions:
1. Membership
2. Influence
3. Integration and fulfillment
4. Shared emotional connection
-- McMillian & Chavis, 1980; assessed by Davis, 2010

34. Describe your audience
(work in teams)
Geographically
Demographically
Topically
How else?

35. On the importance of discerning
audience problem:
“If there‟s no problem,
there‟s no solution.
And no company.”
-- Vinod Khosla,
co-founder of Sun Microsystems

36. “Go to the problem,
and imagine a world where
that problem has been removed
and then say,
„how many steps are there
from this world to that world?‟”
-- Geoffrey Moore,
author of “Crossing the Chasm”

37. New value creation: Begins with
understanding problem(s)
to be addressed
• Something that, if it could be solved, would
make life better in one way or another
• Get specific!
• Don’t jump too quickly to the solution. Focus
on the problem for a while.
• Focus on problems that might be addressed
with media of some sort

38. Describe an audience problem to
be addressed
(work individually)
Sentence completion:
(Description of audience member) needs
(description of her need) but cannot because
(description of problem).

39. What’s the audience?
What’s the problem?:

44. A case study
Imagine that the founder of Amazon.com is
thinking about acquiring a media company.
He needs to make a presentation to his
board explaining what innovations from
Amazon.com he’ll apply (one way or
another) to the media venture. The
presentation is later today. He’s given your
team 20 minutes to come up with your best
ideas.

45. Report to full group