APRIL 11, 2013                     LURE               EF AI         AT IV          DS I NN OV        TR  EN        IG ITAL...
Hi!My name is Joanna Beltowska and Iwork as a strategist at Undercurrent.PS. I’m on Twitter: @jbeltowska@jbeltowska       ...
We’re here to talk about              TRENDS@jbeltowska                              3
TRENDS                      Definition              A change in direction.@jbeltowska                            4
The problem with trends:         They’re often discussed as          significant shifts before           they’re fully rea...
Oh hai!                                        ,              Welco  me to Second Life                                    ...
Second Life: a tale of    outsized expectations.              FOMO    Business Week    cover storySource: Google Trends   ...
Interest for    Facebook vs. Second Life                                                    “Rumors of the death of virtua...
SHIFTS                         Definition              A change that is irreversible              and impacts at scale the...
Could we have predicted that  Facebook would stick while    Second Life would not?@jbeltowska                     10
Things that develop intoshifts tend to exhibit thefollowing traits: 1    They amplify an existing behavior or technology. ...
Three shifts that are              changing our industry       Rapid           Data      Everything–     Innovation      E...
Rapid Innovation    We are moving from idea to execution     faster and closer to the customer             than ever befor...
Rapid Innovation                   EmpathyIMPLICATION        Develop your ideas in close proximityWe can approach    to th...
Rapid InnovationCASE STUDY: Lab in the LobbyTaking inspiration from Lockheed Martin’sAdvanced Development Programs (ADP),o...
Rapid Innovation                                        Read these!               Youre                        no         ...
Data Explosion                                 Online         Retail                   Print                              ...
Data Explosion                 Learn                 You can observe millions of                 feedback loops.IMPLICATIO...
Data ExplosionCASE STUDY: QSR Social Service PlatformBy providing franchisees guidance for andaccess to their social profi...
Data Explosion                                                      Follow these people!              Youre               ...
Everything-As-A-Service       Services that were once local and      isolated are now scaled and shared,          and can ...
Everything-As-A-ServiceData ExplosionIMPLICATIONWe can spread             Broker connections                          Thin...
Everything-As-A-ServiceCASE STUDY: OPEN ForumWe are transforming OPEN Forum froma blog to a platform that unlocks the best...
Everything-As-A-Service               Youre                       no                      Read this!              experie ...
TL;DR:         THINK PAST THE TREND   Tease out the real value that can be  applied in broader and larger context.@jbeltow...
Thank you!                Let’s talk: @jbeltowska@jbeltowska
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Innovative Failure and Digital Trends

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A talk that I gave at SheSay's event on digital trends. Check out www.jbeltowska.com for related thinking.

Published in: Business, Technology

Innovative Failure and Digital Trends

  1. 1. APRIL 11, 2013 LURE EF AI AT IV DS I NN OV TR EN IG ITAL ND D A JOANNA BELTOWSKA SHESAYS NY@jbeltowska
  2. 2. Hi!My name is Joanna Beltowska and Iwork as a strategist at Undercurrent.PS. I’m on Twitter: @jbeltowska@jbeltowska 2
  3. 3. We’re here to talk about TRENDS@jbeltowska 3
  4. 4. TRENDS Definition A change in direction.@jbeltowska 4
  5. 5. The problem with trends: They’re often discussed as significant shifts before they’re fully realized.@jbeltowska 5
  6. 6. Oh hai! , Welco me to Second Life r! the bes t virtual world eve@jbeltowska 6
  7. 7. Second Life: a tale of outsized expectations. FOMO Business Week cover storySource: Google Trends 2005 2006 2007 2008 2009 2010 2011 2012 2013 @jbeltowska 7
  8. 8. Interest for Facebook vs. Second Life “Rumors of the death of virtual world marketing are greatly exaggerated” – JAMES AU, SECOND LIFE EXPERT AND AUTHOR, MAY 2008Source: Google Trends 2005 2006 2007 2008 2009 2010 2011 2012 2013 @jbeltowska 8
  9. 9. SHIFTS Definition A change that is irreversible and impacts at scale the way things are done.@jbeltowska 9
  10. 10. Could we have predicted that Facebook would stick while Second Life would not?@jbeltowska 10
  11. 11. Things that develop intoshifts tend to exhibit thefollowing traits: 1 They amplify an existing behavior or technology. The new behaviors begin to replace or evolve 2 the old ways, and ultimately become norms.@jbeltowska 11
  12. 12. Three shifts that are changing our industry Rapid Data Everything– Innovation Explosion As–A– Service@jbeltowska 12
  13. 13. Rapid Innovation We are moving from idea to execution faster and closer to the customer than ever before. Open design (Local Motors) Crowdsourced validation Innovation labs (Quirky and Kickstarter)(Walmart, Nordstrom) Lean and agile methodologies @jbeltowska 13
  14. 14. Rapid Innovation EmpathyIMPLICATION Develop your ideas in close proximityWe can approach to the people you’re hoping to reach. Speedmarketing in the Find the fastest way to put something under people’s fingers.same way. Speed bypasses politics!@jbeltowska 14
  15. 15. Rapid InnovationCASE STUDY: Lab in the LobbyTaking inspiration from Lockheed Martin’sAdvanced Development Programs (ADP),otherwise known as Skunk Works, we arecreating an innovation lab inside a globalhospitality brand. +@jbeltowska 15
  16. 16. Rapid Innovation Read these! Youre no produc w the t mana not jus ge t the m r, arketer !TAKING ACTIONWhat can youdo tomorrow? Sign up for a class on prototyping!@jbeltowska 16
  17. 17. Data Explosion Online Retail Print Machines TVRadio Data has always been ubiquitous, but now it’s accessible, storable and interpretable at scale. Shopperception Bit.ly Beckon (A/B test shelving) (track URLs) (collect and centralize enterprise data)@jbeltowska 17
  18. 18. Data Explosion Learn You can observe millions of feedback loops.IMPLICATIONWe can use Personalize Use what you learn to deliver a betterdata to make experience at the individual level.our executions Adapt Understand local variations, andmore exact. implement local changes. Mobilize Connect your organization and march towards the same goal.@jbeltowska 18
  19. 19. Data ExplosionCASE STUDY: QSR Social Service PlatformBy providing franchisees guidance for andaccess to their social profiles – and thegood/bad sentiments being expressed there– we were able to shift the locus of serviceaway from the call center and into the store. +@jbeltowska 19
  20. 20. Data Explosion Follow these people! Youre now th not jus e CTO, t the m arketer ! Hilary Mason @hmason danah boyd Kate Crawford @zephoriaTAKING ACTION @katecrawfordWhat can you Read this!do tomorrow? EXERCISE: What does your future data practice look like? By 2018, the US could face a shortage of 1.5 million managers and analysts with the know-how to make effective data-based decisions (McKinsey, 2011)@jbeltowska 20
  21. 21. Everything-As-A-Service Services that were once local and isolated are now scaled and shared, and can be acquired without infrastructure investments. Men’s Style Transportation (Trunk Club) (Zipcar) Taxes Manufacturing Beauty Storage (TurboTax) (Shapeways) (Birchbox) (Dropbox)@jbeltowska 21
  22. 22. Everything-As-A-ServiceData ExplosionIMPLICATIONWe can spread Broker connections Think about how you can facilitateour message by connections between people.creating valuable Create resource efficiencies Use what you learn to deliver a betterservices that experience at the individual level.decrease the Remove friction Get someone to what they’re lookingcost of entry. for faster and with less hassle.@jbeltowska 22
  23. 23. Everything-As-A-ServiceCASE STUDY: OPEN ForumWe are transforming OPEN Forum froma blog to a platform that unlocks the bestbusiness advice and delivers the rightadvice at the right time, helping smallbusinesses grow. +@jbeltowska 23
  24. 24. Everything-As-A-Service Youre no Read this! experie w the n not jus ce architect, t the m arketer ! ethnographymatters.netTAKING ACTIONWhat can you Read this (again)!do tomorrow? EXERCISE: What services are you uniquely positioned to provide?@jbeltowska 24
  25. 25. TL;DR: THINK PAST THE TREND Tease out the real value that can be applied in broader and larger context.@jbeltowska 25
  26. 26. Thank you! Let’s talk: @jbeltowska@jbeltowska
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