SEX, LIES AND INNOVATION
© Karmarama 2012
THE TRUTH
1.  Innovation is all about ideas
2.  Every innovation must start from a customer insight
3.  Small companies wi...
LIE #1
INNOVATION IS ALL ABOUT IDEAS
INNOVATION IS ABOUT
MAKING IDEAS HAPPEN
DON’T BE A NEARLY MAN
(OR WOMAN)

Humphry	
  Davy	
  
-­‐	
  Nearly	
  the	
  inventor	
  of	
  the	
  lightbulb	
  	
  

...
INNOVATION IS ABOUT PEOPLE
MAKING IDEAS HAPPEN
FEELING

LEARNING

INNOVATION
IS ALL
ABOUT YOU
DOING

THINKING
Cheeky

Curious

Collaborative

Fascinated
Fearless

Mischevious

Scared

WHAT DOES INNOVATION FEEL LIKE?
Subversive
Open
...
INNOVATION HURTS
AMBITION: THE OXYGEN OF INNOVATION
THE KARMARAMA AMBITION SESSION:
GOALS, BARRIERS & BEYOND
A note of
apology!

HOW	
  GERMANY’S	
  BIGGEST	
  
COFFEE	
  BRA...
INNOVATIVE THINKING:
PROBLEM FIRST

”If	
  I	
  had	
  an	
  hour	
  to	
  solve	
  a	
  problem	
  
and	
  my	
  life	
  ...
NOT “HOW CAN WE SELL MORE BROADBAND?”
BUT “HOW CAN WE BECOME THE PROVIDER PEOPLE TRUST?”
NOT “HOW CAN WE SELL MORE GUM?”
BUT “HOW CAN WE MAKE A GUM FOODIES WANT TO BUY?”
INNOVATIVE DOING =
IDEA + LEADER + TEAM + PLAN
Culture
BE HARD ON YOUR IDEAS
“All great artists and
thinkers are great workers,
indefatigable in not only
inventing, but also in
...
BUT NOT EACH OTHER
NO INNOVATION
WITHOUT
MOTIVATION
CREATE A CULTURE THAT FAILS FORWARDS
INNOVATIVE LEARNING:
EXPERIMENT, EXPERIMENT, EXPERIMENT
REMEMBER
Making beats talking
Now beats later
Commitment beats committees
Data beats opinions
Fail often to succeed sooner...
LIE #2
EVERY INNOVATION MUST START FROM
A CUSTOMER INSIGHT
LISTENING TO
CUSTOMERS
CAN BE
DANGEROUS
“Consumers can tell you what
they did yesterday, but not what
they’re going to do tomorrow”
– Rebecca Wynberg, global qual...
BRANDS NEED
TO LEAD,
NOT FOLLOW
CUSTOMERS:
ONLY ONE SOURCE OF INSPIRATION
UPSIGHTS
SIDESIGHTS

INSIGHTS

DOWNSIGHTS

SIDESWIPES
UPSIGHTS:
BIG HUMAN NEEDS x NEW TRENDS x YOUR BRAND
Many	
  new	
  challenges/opportuniLes	
  

16	
  big	
  human	
  need...
X CURIOSITY X MAKER MOVEMENT
X VENGEANCE X RISK SOCIETY
Justice Gum
X AVOIDING DISTRESS X SELF MEDICATION
SPEARMINT & CLOVE OIL

NUMB GUM
DOWNSIGHTS:
LET YOUR BRAND BE YOUR GUIDE
Brand belief

Brand
Purpose
Brand truth

Brand behaviour
E.G. COSTA COFFEE
Not all coffees are
created equal

Saving the
world from
mediocre coffee
Coffee that’s
born better

Here...
E.G STIMOROL
Life without stimulation
isn’t really living

Stimulating
mouth, mind
and mana
The gum with the strong
and st...
SIDESIGHTS: RELATED WORLDS

Jean	
  Luc	
  Godard,	
  Nouvelle	
  Vague	
  
CARTE NOIR: LUXURY BRANDS
EXCLUSIVE PACKAGING
ULTRA PREMIUM
LIMITED	
  EDITION	
  
PREMIER	
  CRU	
  
LUXURIOUS DESSERTS
DARK	
  M

OCHA	
  

TORTE
	
  
SIDESWIPES:
EXPLOITING COMPETITORS’ WEAKNESSES
IF THEY’RE GLOBAL
LET’S THINK LOCAL
LIE #3
SMALL COMPANIES WILL ALWAYS BE
MORE INNOVATIVE THAN BIG BUSINESS
BEING BIG
HAS ITS
ADVANTAGES
1. BIG CHALLENGES
NEED BIG RESOURCES
THE BIGGEST BRANDS CAN HAVE
THE BIGGEST AMBITIONS
2. INNOVATION IS ABOUT MAKING
NEW CONNECTIONS
MORE TOOLS, MORE TOYS, MORE TOUCHPOINTS
E.G.

x	
  
=	
  
3. DISCOVERIES GET MADE BY THE VERY
EXPERIENCED OR THE VERY INEXPERIENCED
A NETWORK OF EXPERTS

CAN ALSO BE A NETWORK OF EXTRA-ENVIRONMENTALS
“We don’t know who
discovered water, but it
sure as hell wasn’t a fish”
- Howard Luck Gossage
DON’T JUST
LOOK UP,
LOOK
SIDEWAYS
CONCLUSIONS
THE (REAL) TRUTH
1.  Innovation is about you making ideas happen
2.  Customers are just one source of inspiration
3.  Big ...
How innovative do you want to be?
THANK YOU
matt@karmarama.com
ben@karmarama.com
All	
  informaEon,	
  including	
  all	
  concepts	
  and	
  ideas	
  ("Inf...
Sex, lies & innovation
Sex, lies & innovation
Sex, lies & innovation
Sex, lies & innovation
Sex, lies & innovation
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Sex, lies & innovation

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A presentation I gave to Mondelez featuring some big lies - and surprising truths - about innovation. Unfortunately, one of the first lies is that there's actually no sex in the presentation.

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No notes for slide
  • Zara: react vs predict
  • Everyone asks the same questionsEveryone gets the same answersIncreasing similarity between brands
  • [They’ll tell you exactly what they’re going to do, then turn round & do the opposite]
  • A lack of real innovation and surprise
  • http://www.brainhealthandpuzzles.com/chewing_gum_stimulates_the_brain.html
  • Sex, lies & innovation

    1. 1. SEX, LIES AND INNOVATION © Karmarama 2012
    2. 2. THE TRUTH 1.  Innovation is all about ideas 2.  Every innovation must start from a customer insight 3.  Small companies will always be more innovative than big business
    3. 3. LIE #1 INNOVATION IS ALL ABOUT IDEAS
    4. 4. INNOVATION IS ABOUT MAKING IDEAS HAPPEN
    5. 5. DON’T BE A NEARLY MAN (OR WOMAN) Humphry  Davy   -­‐  Nearly  the  inventor  of  the  lightbulb     Philo  Farnsworth   -­‐  Nearly  the  inventor  of  the  TV   Nicola-­‐Joseph  Cugnot   Sir  George  Cayley   -­‐  Nearly  the  inventor  of  the  automobile   -­‐  Nearly  the  inventor  of  the  aeroplane  
    6. 6. INNOVATION IS ABOUT PEOPLE MAKING IDEAS HAPPEN
    7. 7. FEELING LEARNING INNOVATION IS ALL ABOUT YOU DOING THINKING
    8. 8. Cheeky Curious Collaborative Fascinated Fearless Mischevious Scared WHAT DOES INNOVATION FEEL LIKE? Subversive Open Disruptive Excited Bold Restless
    9. 9. INNOVATION HURTS
    10. 10. AMBITION: THE OXYGEN OF INNOVATION
    11. 11. THE KARMARAMA AMBITION SESSION: GOALS, BARRIERS & BEYOND A note of apology! HOW  GERMANY’S  BIGGEST   COFFEE  BRAND  BECAME  ITS   MOST  EXCITING   Dear me, t you were n’t achieve wha I’m sorry we did wanted to be with Jacob’s. We hoping for aking the hen it came to m exciting but w rave enough. we just weren’t b tough decisions, le changes. sier to make litt ea It felt safer and
    12. 12. INNOVATIVE THINKING: PROBLEM FIRST ”If  I  had  an  hour  to  solve  a  problem   and  my  life  depended  on  it   I  would  use  the  first  55  minutes  to   formulate  the  right  ques;on   because  as  soon  as  I  have  iden;fied  the   right  ques;on  I  can  solve  the  problem   in  less  than  five  minutes”  
    13. 13. NOT “HOW CAN WE SELL MORE BROADBAND?” BUT “HOW CAN WE BECOME THE PROVIDER PEOPLE TRUST?”
    14. 14. NOT “HOW CAN WE SELL MORE GUM?” BUT “HOW CAN WE MAKE A GUM FOODIES WANT TO BUY?”
    15. 15. INNOVATIVE DOING = IDEA + LEADER + TEAM + PLAN Culture
    16. 16. BE HARD ON YOUR IDEAS “All great artists and thinkers are great workers, indefatigable in not only inventing, but also in rejecting, sifting, transforming, ordering” - Friedrick Nietsche
    17. 17. BUT NOT EACH OTHER
    18. 18. NO INNOVATION WITHOUT MOTIVATION
    19. 19. CREATE A CULTURE THAT FAILS FORWARDS
    20. 20. INNOVATIVE LEARNING: EXPERIMENT, EXPERIMENT, EXPERIMENT
    21. 21. REMEMBER Making beats talking Now beats later Commitment beats committees Data beats opinions Fail often to succeed sooner www.pretotyping.org  
    22. 22. LIE #2 EVERY INNOVATION MUST START FROM A CUSTOMER INSIGHT
    23. 23. LISTENING TO CUSTOMERS CAN BE DANGEROUS
    24. 24. “Consumers can tell you what they did yesterday, but not what they’re going to do tomorrow” – Rebecca Wynberg, global qualitative CEO, TNS
    25. 25. BRANDS NEED TO LEAD, NOT FOLLOW
    26. 26. CUSTOMERS: ONLY ONE SOURCE OF INSPIRATION UPSIGHTS SIDESIGHTS INSIGHTS DOWNSIGHTS SIDESWIPES
    27. 27. UPSIGHTS: BIG HUMAN NEEDS x NEW TRENDS x YOUR BRAND Many  new  challenges/opportuniLes   16  big  human  needs   The  young  old  &  the  old  young   Post  scienEfic  holisEc  therapy   CustomisaEon   Gender  roles  changing   Feminising  society   Cloning   Physicality   PerformaEve  Leisure   Experience  economy   QuanEfied  self   Avoiding  Distress   MeeEng  and  maEng   Looser  morals  &  informality   Always  in  contact   Curiosity   Not  having  children   Gentleness   Non  human  intelligence   The  personal  poliEcal   Eco  chic   The  end  of  print   Risk  society   Crime  and  chaos   Mood  management   New  communiEes  of  interest   Quality  of  life  &  leisure   ParEcipaEon   Self  improvement   New  technology   Overload   Single  person  households   Body  consciousness   Bipolar  society:  have’s/nots   PresLge   Fast  fashion   SubjecEve  morality   Paranoia  &  supersEEon   Power   GlobalisaEon   Fame  &  pursuit  of  celebrity/ies   Partnership  &  shared  responsibility   The  need  to  learn   Sex  without  limits   Whispering/twiVering  society   Self-­‐medicaEon   The  lack  of  causes/crusades   Money’s  too  Eght  to  menEon   Social  Acceptance   The  decline  of  religion   Virtuality   The  end  of  privacy   Spirituality   The  maker  movement   The  end  of  authenEcity   Mobility  &  volaElity   Sex   Hunger   Honour   Order   Vengeance   Social  Contact   Family   CiLzenship   Independence  
    28. 28. X CURIOSITY X MAKER MOVEMENT
    29. 29. X VENGEANCE X RISK SOCIETY
    30. 30. Justice Gum
    31. 31. X AVOIDING DISTRESS X SELF MEDICATION
    32. 32. SPEARMINT & CLOVE OIL NUMB GUM
    33. 33. DOWNSIGHTS: LET YOUR BRAND BE YOUR GUIDE Brand belief Brand Purpose Brand truth Brand behaviour
    34. 34. E.G. COSTA COFFEE Not all coffees are created equal Saving the world from mediocre coffee Coffee that’s born better Here to give you a better choice
    35. 35. E.G STIMOROL Life without stimulation isn’t really living Stimulating mouth, mind and mana The gum with the strong and stimulating kick Always providing fresh stimulation
    36. 36. SIDESIGHTS: RELATED WORLDS Jean  Luc  Godard,  Nouvelle  Vague  
    37. 37. CARTE NOIR: LUXURY BRANDS
    38. 38. EXCLUSIVE PACKAGING
    39. 39. ULTRA PREMIUM LIMITED  EDITION   PREMIER  CRU  
    40. 40. LUXURIOUS DESSERTS DARK  M OCHA   TORTE  
    41. 41. SIDESWIPES: EXPLOITING COMPETITORS’ WEAKNESSES
    42. 42. IF THEY’RE GLOBAL
    43. 43. LET’S THINK LOCAL
    44. 44. LIE #3 SMALL COMPANIES WILL ALWAYS BE MORE INNOVATIVE THAN BIG BUSINESS
    45. 45. BEING BIG HAS ITS ADVANTAGES
    46. 46. 1. BIG CHALLENGES NEED BIG RESOURCES
    47. 47. THE BIGGEST BRANDS CAN HAVE THE BIGGEST AMBITIONS
    48. 48. 2. INNOVATION IS ABOUT MAKING NEW CONNECTIONS
    49. 49. MORE TOOLS, MORE TOYS, MORE TOUCHPOINTS
    50. 50. E.G. x  
    51. 51. =  
    52. 52. 3. DISCOVERIES GET MADE BY THE VERY EXPERIENCED OR THE VERY INEXPERIENCED
    53. 53. A NETWORK OF EXPERTS CAN ALSO BE A NETWORK OF EXTRA-ENVIRONMENTALS
    54. 54. “We don’t know who discovered water, but it sure as hell wasn’t a fish” - Howard Luck Gossage
    55. 55. DON’T JUST LOOK UP, LOOK SIDEWAYS
    56. 56. CONCLUSIONS
    57. 57. THE (REAL) TRUTH 1.  Innovation is about you making ideas happen 2.  Customers are just one source of inspiration 3.  Big business can be the most innovative of all
    58. 58. How innovative do you want to be?
    59. 59. THANK YOU matt@karmarama.com ben@karmarama.com All  informaEon,  including  all  concepts  and  ideas  ("InformaEon"),  in  this  document  have  been  created  and  are  owned  by  Karmarama  and  are  strictly  confidenEal.  None  of  the  InformaEon  may  be   used  for  any  purpose  without  the  wriVen  agreement  of  Karmarama.    All  materials  copyright  Karmarama  2012.  All  rights  reserved.  

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