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LaMercatique
A GUIDE TO INNOVATION
IN A DIGITAL AGE... [OR NOT]
!Gregory Pouy!
!gregory.pouy@lamercatique.com!
!http://w...
2
LaMercatique
3
LaMercatique
“If anyone here is in marketing,
kill yourself...seriously”
Bill Hicks
5
LaMercatique
MORE CREATIVE
6
LaMercatique
HAVE BETTER IDEAS
7
LaMercatique
GROW IN AN
INNOVATIVE
ORGANIZATION?
8
LaMercatique
9
LaMercatique
You know..!
reality is the
mass grave of
possibles!
10
LaMercatique
FIRST YOU FIGHT
11
LaMercatique
NO BUDGET
12
LaMercatique
NO TIME
13
LaMercatique
NO RISK
14
LaMercatique
YOU’RE NOT
SUCH A
CREATIVE PERSON...
15
LaMercatique
I HAVE A GOOD NEWS
16
LaMercatique
73% OF CREATIVE PEOPLE THINK CREATIVITY
CAN BE TAUGHT
17
LaMercatique
SO WHAT IS IT ALL
ABOUT?
10 TIPS TO INNOVATE
18
LaMercatique
#1
BE CURIOUS
19
LaMercatique
#1 BE CURIOUS
Have you ever noticed
that burdock plant
would stick to
anything?!
20
LaMercatique
WELL SOMEONE DID
21
LaMercatique
I KNOW BEING CURIOUS
COULD BE PAINFUL ...
22
LaMercatique
#2
TRY & FAIL FAST
23
LaMercatique
WHAT DO THEY HAVE
IN COMMON?
24
LaMercatique
COCA-COLA HAS A SPECIFIC
BUDGET TO TRY
25
LaMercatique
FAILURE CAN BRING YOU FAR
26
LaMercatique
#3
GO BACK TO THE
BASICS
27
LaMercatique
DIGITAL IS NOT A MARKETING
REVOLUTION!
SENSE	
  OF	
  	
  
PURPOSE	
  
UTILITY	
  VALUES	
  
28
LaMercatique
#3 TALK TO PEOPLE
29
LaMercatique
KILLER APPS: HUMAN CONTACTS
30
LaMercatique
DESIGN FOR THE PEOPLE YOU
REALLY NEED TO CONNECT WITH
31
LaMercatique
#4
LISTEN
32
LaMercatique
DO YOU FIND ALL THESE
TECHNOLOGIES SOMEHOW SCARY?
33
LaMercatique
+35 TRILLIONS Go DATA
EVERY YEAR
34
LaMercatique
WHAT IS THE VALUE
OF 10 m FANS?
35
LaMercatique
#4 LISTEN
From whole milk to 2% milk at
Starbucks skyrocketed the
sales since 2007 (including also
soy mil...
36
LaMercatique
DATA SHOULD ENABLE YOU TO TAKE
BETTER DECISIONS
BETTER
PERFORMANCES
LESS
RISKS
NEW!
NEW
BUSINESS MODELS
37
LaMercatique
#5
SUPRESS THE
FRICTIONS
38
LaMercatique
HAVE YOU EVER TRIED TO TAKE A TAXI IN
PARIS?
39
LaMercatique
FRICTIONS = OPPORTUNITIES
40
LaMercatique
#6
DISCUSS & SHARE
41
LaMercatique
DON’T BE THAT STUPID KID
42
LaMercatique
WHERE DO GOOD IDEAS COME FROM?
Eurêka!
43
LaMercatique
KEVIN DUNBAR
Almost all of the important breakthrough ideas happened at the
conference table at the weekly...
44
LaMercatique
#6 DISCUSS & SHARE
Tim Berners
Lee !
45
LaMercatique
“Google’s success is based on sharing.
People who spend all their energy at making sure
people know it’s t...
46
LaMercatique
AND...
47
LaMercatique
#7 DON’T BELIEVE THE HYPE
48
LaMercatique
#8 UNDERSTAND TECHNOLOGY
THE PERFECT SOLUTION SHOULD FIT CMO & CTO
In the future, your time to market will...
49
LaMercatique
#9 BUILD FOR A MULTIDEVICE
WORLD
50
LaMercatique
#10 CREATIVITY DESERVES
AMPLIFICATION
51
LaMercatique
IN A NUTSHELL
52
LaMercatique
#1 BE CURIOUS
#2 TRY AND FAIL (FAST)
#3 GO BACK TO THE BASICS
#4 LISTEN
#5 SUPPRESS ANY CUSTOMER FRICTIONS...
53
LaMercatique
« CREATIVITY IS
INTELLIGENCE
HAVING FUN »
A. Einstein
54
LaMercatique
#MARKETERSUNITED
!Gregory Pouy!
!gregory.pouy@lamercatique.com!
!http://www.lamercatique.com!
!@gregfrompa...
A guide to innovating in a digital world
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A guide to innovating in a digital world

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This is the subject I’ve covered at the EMEA Adobe Summit in may 2014 and I wanted to share it with you today.
Innovation is a broad subject and many people are talking about it.
Most of all, innovation is not about technology but about personal qualities that you have to develop in order to be more creative.
I tried to cover this in a very short speech with some slides that I’m sharing today with you.
Each time there is a (hopefully) relevant example that helps to understand what I really mean.

Published in: Marketing, Technology

Transcript of "A guide to innovating in a digital world"

  1. 1. 1 LaMercatique A GUIDE TO INNOVATION IN A DIGITAL AGE... [OR NOT] !Gregory Pouy! !gregory.pouy@lamercatique.com! !http://www.lamercatique.com! !@gregfromparis!
  2. 2. 2 LaMercatique
  3. 3. 3 LaMercatique “If anyone here is in marketing, kill yourself...seriously” Bill Hicks
  4. 4. 4 LaMercatique #MARKETERSUNITED
  5. 5. 5 LaMercatique MORE CREATIVE
  6. 6. 6 LaMercatique HAVE BETTER IDEAS
  7. 7. 7 LaMercatique GROW IN AN INNOVATIVE ORGANIZATION?
  8. 8. 8 LaMercatique
  9. 9. 9 LaMercatique You know..! reality is the mass grave of possibles!
  10. 10. 10 LaMercatique FIRST YOU FIGHT
  11. 11. 11 LaMercatique NO BUDGET
  12. 12. 12 LaMercatique NO TIME
  13. 13. 13 LaMercatique NO RISK
  14. 14. 14 LaMercatique YOU’RE NOT SUCH A CREATIVE PERSON...
  15. 15. 15 LaMercatique I HAVE A GOOD NEWS
  16. 16. 16 LaMercatique 73% OF CREATIVE PEOPLE THINK CREATIVITY CAN BE TAUGHT
  17. 17. 17 LaMercatique SO WHAT IS IT ALL ABOUT? 10 TIPS TO INNOVATE
  18. 18. 18 LaMercatique #1 BE CURIOUS
  19. 19. 19 LaMercatique #1 BE CURIOUS Have you ever noticed that burdock plant would stick to anything?!
  20. 20. 20 LaMercatique WELL SOMEONE DID
  21. 21. 21 LaMercatique I KNOW BEING CURIOUS COULD BE PAINFUL ...
  22. 22. 22 LaMercatique #2 TRY & FAIL FAST
  23. 23. 23 LaMercatique WHAT DO THEY HAVE IN COMMON?
  24. 24. 24 LaMercatique COCA-COLA HAS A SPECIFIC BUDGET TO TRY
  25. 25. 25 LaMercatique FAILURE CAN BRING YOU FAR
  26. 26. 26 LaMercatique #3 GO BACK TO THE BASICS
  27. 27. 27 LaMercatique DIGITAL IS NOT A MARKETING REVOLUTION! SENSE  OF     PURPOSE   UTILITY  VALUES  
  28. 28. 28 LaMercatique #3 TALK TO PEOPLE
  29. 29. 29 LaMercatique KILLER APPS: HUMAN CONTACTS
  30. 30. 30 LaMercatique DESIGN FOR THE PEOPLE YOU REALLY NEED TO CONNECT WITH
  31. 31. 31 LaMercatique #4 LISTEN
  32. 32. 32 LaMercatique DO YOU FIND ALL THESE TECHNOLOGIES SOMEHOW SCARY?
  33. 33. 33 LaMercatique +35 TRILLIONS Go DATA EVERY YEAR
  34. 34. 34 LaMercatique WHAT IS THE VALUE OF 10 m FANS?
  35. 35. 35 LaMercatique #4 LISTEN From whole milk to 2% milk at Starbucks skyrocketed the sales since 2007 (including also soy milk and others)
  36. 36. 36 LaMercatique DATA SHOULD ENABLE YOU TO TAKE BETTER DECISIONS BETTER PERFORMANCES LESS RISKS NEW! NEW BUSINESS MODELS
  37. 37. 37 LaMercatique #5 SUPRESS THE FRICTIONS
  38. 38. 38 LaMercatique HAVE YOU EVER TRIED TO TAKE A TAXI IN PARIS?
  39. 39. 39 LaMercatique FRICTIONS = OPPORTUNITIES
  40. 40. 40 LaMercatique #6 DISCUSS & SHARE
  41. 41. 41 LaMercatique DON’T BE THAT STUPID KID
  42. 42. 42 LaMercatique WHERE DO GOOD IDEAS COME FROM? Eurêka!
  43. 43. 43 LaMercatique KEVIN DUNBAR Almost all of the important breakthrough ideas happened at the conference table at the weekly lab meeting, when everybody got together and shared their kind of latest data and findings, oftentimes when people shared the mistakes they were having, the error, the noise in the signal they were discovering...
  44. 44. 44 LaMercatique #6 DISCUSS & SHARE Tim Berners Lee !
  45. 45. 45 LaMercatique “Google’s success is based on sharing. People who spend all their energy at making sure people know it’s their idea, don’t have any energy left to have new ideas” ! Marissa Mayer– Being at Google– CEO of Yahoo!
  46. 46. 46 LaMercatique AND...
  47. 47. 47 LaMercatique #7 DON’T BELIEVE THE HYPE
  48. 48. 48 LaMercatique #8 UNDERSTAND TECHNOLOGY THE PERFECT SOLUTION SHOULD FIT CMO & CTO In the future, your time to market will depends on how quickly your infrastructure can cope with a changing market
  49. 49. 49 LaMercatique #9 BUILD FOR A MULTIDEVICE WORLD
  50. 50. 50 LaMercatique #10 CREATIVITY DESERVES AMPLIFICATION
  51. 51. 51 LaMercatique IN A NUTSHELL
  52. 52. 52 LaMercatique #1 BE CURIOUS #2 TRY AND FAIL (FAST) #3 GO BACK TO THE BASICS #4 LISTEN #5 SUPPRESS ANY CUSTOMER FRICTIONS #6 DISCUSS & SHARE #7 DON’T BELIEVE THE HYPE #8 UNDERSTAND TECHNOLOGY #9 BUILD FOR A MULTIDEVICE WORLD #10 CREATIVITY DESERVES AMPLIFICATIONS
  53. 53. 53 LaMercatique « CREATIVITY IS INTELLIGENCE HAVING FUN » A. Einstein
  54. 54. 54 LaMercatique #MARKETERSUNITED !Gregory Pouy! !gregory.pouy@lamercatique.com! !http://www.lamercatique.com! !@gregfromparis!

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