Modern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Week 1 slides
1. Week 1
1.9.2012
Part 1
INV 282:
Welcome to Communicate!
“To give you the tools and confidence to
communicate meaningfully unique ideas”
2. Agenda:
Course Introduction
Discussion of Writer’s Notebook
5 Minute Free Write
Review of Innovation Engineering “Create”
Fundamentals
Introduction to the Three Laws of Marketing
Physics
3. Writer’s Notebook
• Record your free writes & anything else you’d like to record
• This is for you, so don’t worry about spelling, punctuation,
complete sentences, etc. The purpose of the free writes is
for you to learn to trust your words by letting them flow.
• Can be Can be handwritten or electronic
• Note: If it is handwritten, you must have scanning capabilities.
• Be sure to keep up with your free writes because you will
be asked to submit excerpts later in the semester and this
is 20% of your final grade.
4. 5 Minute Free Write Prompt:
Think about your own communication style.
What are some of the challenges you
experience when trying to articulate your ideas?
How do you hope this class can help you
improve your communication skills?
Click to start 5 minute timer.
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8. Meaningfully Unique ideas…
• Offer a solution to a problem where a better, more
efficient solution doesn’t already exist.
Example:
9. Meaningful Uniqueness means…
Customers are willing to pay more money for:
3. Your product offering
5. Your service offering
7. Your research, project, or cause
4. You as an employee offering
10. Where do the ideas come from?
• A systematic approach to creativity
Task Stimulus Mining Creativity Tools
13. Future Mining Future
“ Anticipating the Future” Mining
1. Mine Mega Trends
4. Mine the Arts and
A general shift in Artists
thinking,
The old and the new.
populations, regulations
Mind stretching views of
or behaviors.
what is and could be.
2. Mine Industry
Momentum 3.. Mine Lead Users
Industry observers, experts, “Lead users will face the same
needs as will the marketplace
veterans, longer term shifts
but months to years before the
and the “revolutionaries” marketplace does.”
As defined by Eric von Hippel of MIT
14. Future Mining Trend
“ Anticipating the Future” Mining
Where to do it…
1. Internet Sources
2. People Sources
15. Future Mining Trend
“ Anticipating the Future” Mining
Three Steps of Identification
1. Mega Shifts
2. Market Consequences
3. Innovation Possibilities
17. Tech Mining Tech
Mining
“ Treasure Hunting”
Innovation Mining
“ Inventions, Technologies, Products”
Raw Refined Real
Inventions TechnologiesProducts
Wisdom Mining Collaboration Mining
“ Facts & Knowledge” “ Inventors, Supply Chain”
Research Market Inventors who Suppliers who
Discoveries Knowledge could help could help
18. Tech Mining Tech
“ Treasure Hunting” Mining
Hints for Success
3. Combine Parts Into New
1. Be open to “getting lucky”
Ideas
• Try MaineInnovationMarketplace.org
• A piece of this and that
• Try simple Google Searches
• Try simple Google Searches
• Try simple patent searches
• Try simple patent searches
2. Deconstruction
4. Follow the Leaders
• Mine Parts & Processes to simplify task
• Follow the people you find
• Dig to learn who, what, why, how
• Follow the patents you find
• Search for Technology & “the effect”
• Follow the organizations you find
• TechMining101.com
20. Market Mining Market
Mining
“ Lets You Leapfrog”
Benchmarking:
•Provides a snapshot
1. Marketplace Matrix
• Identify industry standards
• Industry best practices
3. SWOT
• Identifies opportunities to go
beyond the competition
21. Benchmarking
Market Mining Market
Mining
“ Lets You Leapfrog”
Marketplace Matrix
Step 1: Deconstruction
Step 3: Identify Opportunities
• Identify alternatives
• Strengths that can be leveraged
• Direct competitors
• Weaknesses that can be
• What do people use if no direct addressed
comparison?
Step 2: Investigation
• Gather the perceptions & Facts
• See & experience differences for
yourself
• Interview experts
22. Market
Market Mining Market
Mining Mining
“ Lets You Leapfrog”
Marketplace Matrix
Example
Coffee Shop Comparison
Current
Other Other
offering:
Option # 1: Option # 2:
Cool Beans
McDonald’s Starbucks
Coffee Shop
Evidence:
More than 75
Evidence: Evidence:
Factor A: coffee options
Only a handful of 19 different
Number of including dozens
different flavors flavors
Options of iced coffee
and varieties
flavors
Factor B: Evidence: Evidence:
Evidence:
Comfort of Comfortable Wooden chairs
Hard, plastic
Seating leather couches with plush
chairs
and chairs cushioning.
25. Insight Mining Insight
Mining
“ Voice of the Customer”
Insight Definition
A customer understanding that can be
leveraged to persuade customers to
purchase your product or service.
Insights help you make meaningfully unique
ideas from Voice of the Customer research.
26. Insight Mining Insight
Mining
“ Voice of the Customer”
Insight Mining – 2 Step Process
Step 1: Mine for STIMULUS.
• Ask about & observe situation
Step 2: and about possible
IDEAS and Opportunities
27. Insight Mining Insight
Mining
“ Voice of the Customer”
The Four SIMPLE QUESTIONS
2.“What do you like about _______ ?
- What else... What else... What else...
3.“What do you dislike about _______ ?
- What else... What else... What else...
4.“What would be such a wow that you’d be willing to pay more money for it if it
was available?”
5.“If you could wave a magic wand what would you wish for other than a lower
price?”
28. Once you’ve used stimulus mining to fill
your brain with information…
• Use what you have learned to help you generate
ideas using the creativity tools.
Future Tech Market Insight
Out of the Box Industrial Strength Linear Classic
30. I have an idea, now what?
1. Address a Problem or Opportunity
2. Make an Overt Benefit Promise
3. Provide Real Reason to Believe Proof
…To successfully articulate the Meaningful Uniqueness
of a dramatically different idea.
31. Making the Overt Benefit Promise:
It’s not boasting if
you can deliver!
32. You Must Answer:
Customer: “Which of my problems are you solving?”
Customer: “Why should I care?”
Customer: “Why should I believe you?”
Customer: “This is meaningfully unique!”
33. By the end of this course you
will be able to
assess the meaningful uniqueness of an idea or
product, having learned to articulate:
1. The Problem solved,
2. The Promise made,
3. And the Proof provided.
34. Take a few minutes to reflect:
What did you
learn?
36. Week 1
1.9.2012
Part 2
INV 282:
Problem, Promise, Proof
“To give you the tools and confidence to
communicate meaningfully unique ideas”
37. Agenda:
“Make it Stick” through writing
Addressing Problems & Opportunities
Making an Overt Benefit Promise
Providing Real Reason to Believe Proof
38. Use Writing to “Make it Stick”
How come you remember some pieces of writing and
forget others?
“The Kidney Heist” urban legend
VS.
An article published on safe surgical access
routes for kidney extraction
Click to start 5 minute timer.
www.A6training.co.uk
39. Clarity is key!
If you can’t clearly articulate your idea in writing then you
have virtually NO CHANCE of success.
Source: American Marketing Association
41. Persuasive writing is the catalyst for
consumer action.
The most successful writing will always:
• Address a problem or opportunity
• Make a promise to an intended audience
• Provide credibility to the promise by
providing proof
Therefore, successful writing will
explicitly tell you how meaningfully
unique a product is.
42. The Innovation Engineering System for
Making it Stick:
1. Relative PROBLEM
2. Overt Benefit PROMISE
3. Real Reason to Believe PROOF
3 Ps = Meaningfully Unique
44. PROBLEM
• Always relative to target audience
• Can also be an opportunity
An innovator is always aware of the problem or
opportunity they are addressing during the creation
process. The key is the innovator’s ability to
articulate it so that other’s can identify it as well.
45. 3 Types of Problems
Complaints Frustrations Wishes
47. Overt Benefit PROMISE
You TRIPLE the effectiveness of
your marketing efforts by OVERTLY
communicating your customer benefit
Probability of Success
Low Overt Benefit 13%
Medium Overt Benefit 26%
High Overt Benefit 38%
49. Overt Benefit PROMISE
• Always offers something to the intended
audience
– Answers the questions
• “What’s in it for me?”
• “Why should I care?”
“Because our product will make you
faster, smarter, sexier…”
50. Benefits are “What’s In it for the Customer”
What they will
Receive, Enjoy, Experience
In exchange for their
Time, Trouble, Trust and Money
53. Real Reason to Believe PROOF
You DOUBLE your odds of success when you
communicate a REAL REASON TO BELIEVE
that your OVERT BENEFIT will be delivered.
Real Reason To Believe Probability of Success
Low Real Reason to Believe 18%
Medium Real Reason to Believe 29%
High Real Reason to Believe 42%
54. Reason to Believe
is Relative to the Benefit Promise
Target Reason to
Audience Benefit Believe
PROBLEM PROMISE PROOF
“who” “what” “how”
57. Real Reason to Believe
GOLD
Tell the truth about how you can
accomplish what others can’t.
SILVER
Provide secondary proof
- Testimonials - Demonstration
- Test Results - Guarantee
BRONZE
Provide your personal
Pedigree / Experience / Resume
58. Let’s Practice
Imagine / Make Up PROOF
Benefit
We can promise this because...
PROMISE
More reliable auto repair Example: …our customer break down 50%
service than other drivers
Example: …we make our pizza in the van
Fastest pizza delivery on the way to your house
Example: …we’re the only dry cleaner who
The convenient dry will pick up and drop off your dry cleaning
cleaner in town. at your door.
THINK
59.
60. Take a few minutes to reflect:
What did you
learn?
Editor's Notes
Innovation Engineering is about a taking Whole Brained Approach. Focused on the Hermon Brain Dominance Instrument, the brain is split into four quadrants: analytical, organizational, personal, and strategical. The creativity tools that are used fall into each of these four categories.
At the very core of the Innovation Engineering curriculum is the Eureka! Equation. Meaningfully unique ideas equal stimulus to the power of diversity divided by fear. In other words, the more stimulus, more diversity, and less fear yield the greatest number of meaningfully unique ideas. In order to generate meaningfully unique ideas, you must explore stimulus, leverage diversity, and drive out fear. Note how important the diversity piece of this equation is. It exponentially increases your ability to explore stimulus. Therefore, every idea, not matter how different, is an important one.
Meaningfully unique ideas offer a solution to a problem where a better, more efficient solution doesn’t already exist. An example of a meaningfully unique innovation would be the mp3 player. Before the mp3 player, there was the portable cd player. The problem was that it had limited storage and reliability issues (skipping cds). The mp3 player offered vast increases in storage and reliability over everything else on the market.
The bottom line is that when meaningfully unqiue, customers are willing to pay more money for your product, your service, or you as an employee.
They don’t just power out of your head. The come from a systematic approach. Each time you generate ideas, you start with a task, mine for stimulus, then generate and multiply ideas using the creativity tools.
Once you identify your specific task, you look for stimulus. The purpose of stimulus to help you fill your brain with information and knowledge on the given/related topics and subjects. There are four types of mining that correspond with the HBDI model: tech, market, insight, and future.
In no particular order, the first type of mining is future mining. Future mining is about analyzing the present to anticipate the future.
As you future mine, you should be analyzing four key areas: mega trends, industry momentum, lead users, the arts and artists. When trying to determine mega trends, you should be looking at general shifts in thinking (an example of this would be cell phone use in the classroom. The shift is that more and more students are finding it acceptable to have and use their phones during class. Where could this new trend lead?) In mining industry momentum, you should be looking at what industry veterans, experts, and observers have to say. Lead users are another key area to focus on when future mining. “Lead users will face the same needs as will the marketplace but months to years before the marketplace does.” Last, look to the arts. For centuries artists have been stretching the mind to see what is and what could be.
Future mining is most often conducted through two sources: the internet and other people.
The next form of mining is tech mining. Tech mining is really all about finding “treasure” through open innovation.
Open innovation is about using what is already out there. To do so with tech mining, one should be focusing on: innovation mining to discover raw inventions, refined technologies, and real products; wisdom mining to find research discoveries and market knowledge; and collaboration mining to find inventors and/or suppliers who could help.
In order to be successful when tech mining, it is helpful to remember a couple hints for success. First and foremost, you need to be open to getting lucky. Second, don’t be afraid to do some deconstruction – ask yourself, how could I simply this task? Third, combine parts to create new ideas. It’s okay to take a piece of this and a piece of that. Last, follow the leaders whether it is the people, patents, technologies, or organizations you find.
Next is market mining. Market mining lets you leapfrog the competition.
At the heart of market mining is benchmarking. Initially benchmarking was developed as a way for cobblers to measure shoes. They’d put a shoe up on the bench and make a hash mark where the right size should be. Later it became a way to determine a point of land for comparison. Now we are using it as a way to identify industry standards, best practices, and opportunities to go beyond the competition.
There are three steps to creating a Marketplace Matrix. Step 1: Deconstruction is about identifying the alternatives to your offering. Step 2: Investigation is about gathering the perceptions & facts regarding the differences of the offering. Step 3: Identify Opportunities is about analyzing the information gathered during investigation to determine the strengths that can be leveraged and the weaknesses that can be addressed.
At the heart of market mining is benchmarking. Initially benchmarking was developed as a way for cobblers to measure shoes. They’d put a shoe up on the bench and make a hash mark where the right size should be. Later it became a way to determine a point of land for comparison. Now we are using it as a way to identify industry standards, best practices, and opportunities to go beyond the competition.
Last, and the main focus on our class today, is Insight Mining. It its most basic level, insight mining is about finding the voice of the customer.
To simply define insight, it is a customer understanding that can be leveraged to persuade customers to purchase your product or service. The bottom line that that insights are how to make money from Voice of the Customer research.
Insight mining is really about the 2 step process. Step 1: Ask the customer what they want as part of your stimulus mining. Step 2: Stop and think about possible ideas and opportunities.
In order to conduct this two step process, you’ll need to ask the four simple insight mining questions. What do you like about ____? What do you dislike about ____? What would be such a wow that you’d be willing to pay more money for it if it was available? If you could wave a magic wand, what would you wish for other than a lower price? The reason we use these question is because they are designed so that the customer isn’t led into stating something that you, the questioner, wants to hear.
This “kite” shows the Innovation Engineering creation process where you start in the middle with mining and work your way out to using the tools. Note that just because you do mining from one quadrant, that doesn’t mean that you are required to use the tools from the quadrant as well. It is perfectly acceptable to do Insight Mining from the red quadrant and use TRIZ from the blue quadrant.
So just because you gathered some stimulus and used the tools to come up with an idea, the success of your idea isn’t guaranteed. Customers (your target audience) are not going to believe the claims you’ll make if you can’t successfully communicate what your meaningfully unique idea or product is. The only way to do so is to identify and solve a problem, make an overt benefit promise, provide real reason to believe proof. If you do these three things, you will have successfully articulated what makes your idea meaningfully unique.
It may feel awkward at first to make such a bold overt benefit promise, but the truth is that you’re not boasting if you can deliver.
For your customer, you must be able to answer three key questions: Which of my problems are you solving? Why should I care? Why should I believe you? If you can provide your customer with answers to each of these questions, they will be able to see the dramatic difference that makes your product meaningfully unique.
Take a few minutes to reflect on what you learned.
The urban legend sticks because it is interesting. The academic article is too “scientific” to command enough interest from its readers for them to take action (remember it).
Readers can’t care if don’t fully understand.
It’s all about making the customers care and getting them to truly listen. The urban legend is successful because it is real enough that “it could happen to you” (“a friend of a friend”). Once the customer cares, it is more likely that a piece of writing will be able to persuade them to action. What are some of the elements
An overt benefit promise is so effective because it solves problems.
Clear overt benefit promise… but something is missing… Why should anyone believe Axe will get them more women? This lack brings us to the last piece… Proof!
