Ray Fisk

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Ray Fisk

  1. 1. PDF processed with CutePDF evaluation edition www.CutePDF.com PDF processed with CutePDF evaluation edition www.CutePDF.com
  2. 2. PDF processed with CutePDF evaluation edition www.CutePDF.com
  3. 3. Service Creativity & Innovation: An American Scholars Perspective Customers Presented by Raymond Fisk Professor and Chair of Marketing Texas State University - San Marcos Ray.Fisk@txstate.edu
  4. 4. Topics p 1. 1 Scarcity of Service Creativity & Innovation 2. Desperate Need for Service Creativity & Innovation 3. Technology for Service Creativity & gy y Innovation 4. 4 Broadening Our Perspective on Service Creativity & Innovation 5. Strategies for Personal Creativity & Innovation
  5. 5. 1. 1 Scarcity of Service Creativity & Innovation y
  6. 6. What is Creativity? y • Creativity is finding new ideas ideas. • Creativity is the source of Invention and Innovation. • Invention is the creation of new things things.
  7. 7. What i I Wh t is Innovation? ti ? • Innovation is b g g o at o s bringing new ideas to market. • The ideas have to be new to the market, but not necessarily the world world.
  8. 8. No One is Born Creative or Innovative I ti • Al Almost all h t ll human b h i behaviors are l learned d behaviors.
  9. 9. Creativity and Innovation y are Temporary!
  10. 10. The first Port Wine could only be made once!
  11. 11. The Ponte Dom Luis was once the longest single span bridge!
  12. 12. Good Id G d Ideas Are Always Scarce A Al S
  13. 13. 2. Desperate N d f S 2 D t Need for Service i Creativity & Innovation
  14. 14. “New id “N ideas are easy, getting rid of the old tti id f th ld ones i hard.” is h d ” - Edwin Land, Founder, Polaroid Corporation C ti
  15. 15. Service • The word originates in Latin: – Service is from the Latin servus servus, which means “slave, servant or serf”.
  16. 16. What are the Essentials of Human Civilization? • Stuff – Food, water, clothing, and shelter • Interaction – Human interactions are the essence of civilization. •S i l i t d Sociologists describe fi key institutions ib five k i tit ti of human society: • Family The f il i th Th family is the • Education most essential • Government service • Economy y organization in • Religion human history!
  17. 17. Slow Progress of the Human Species • Human history is full of bloodshed, mistreatment or neglect. • Progress –hhappens d despite these d i h destructive f i forces. – is a function of creativity and innovation. • Innovations offer new solutions to ancient human problems problems.
  18. 18. Inverting the Power Pyramid Dominance Culture Service Culture
  19. 19. Four Service Areas Where We Need Service Creativity & Innovation
  20. 20. Global Health Care (including the Swine Flu Pandemic) is a service problem!
  21. 21. Global Warming is a service problem! bl !
  22. 22. Global Poverty is a service problem!
  23. 23. Global Ignorance is a service g problem!
  24. 24. 3. Technologies for Service Creativity & I C ti it Innovation ti
  25. 25. Technology Has Become More Interactive Phase 1: One Way Marketer Customer Phase 2: Partially Interactive Marketer Customer Customer Phase 3: Fully Interactive Marketer Customer Source: Fisk, Grove and John (2008)
  26. 26. Social Networking Is Changing Economies (and Elections) • The Internet vastly reduced barriers to customer collaboration. – Customers are talking to each other. – Customer communities are forming. – Customers are raising their voices in unison. • Crowds can become mobs or movements! • Example - FlyersRights.org
  27. 27. Era of Portable Services • GPS Enabled Smart Phones – Where Am I or Where Is it? – How Do I Get There? – Who Is There? – What Is Happening? – When Does it Start? – Why?
  28. 28. Two Examples of Service Creativity and Innovation
  29. 29. A Global Example p • IBM began as a business machines company, then became a computer company, and now they are a global p y service company. • IBM’s Service Innovations – Service Knowledge Advocate • Service Science, Management, Engineering and Design (SSMED) – Smarter Planet
  30. 30. AP t Portuguese E Example l • Yd Ydreams – A i t An interactive experience ti i designer. • Educational experiences – Braganza Science Center • Promotional experiences - TMN Bluestore
  31. 31. 4. Broadening Our Perspective on Service Creativity & Innovation
  32. 32. We Are Limited by Our Existing y g Knowledge & Skills • Like the blind men and elephant parable, our understanding of services is limited limited. • Disciplinary training can weaken one’s ability to perceive problems from other perspectives! • Problems don’t know academic disciplines.
  33. 33. Typical Silos of Knowledge yp g Service Service Science Management Service Service Arts At Engineering E i i
  34. 34. A Unified Perspective p Service Service Science Management Serving Customers Service Service Arts Engineering
  35. 35. Service Collaboration • Our modern communications vastly y reduces the barriers to collaboration. – We need worldwide multidisciplinary social networks. – We need to move from silos of knowledge to webs of knowledge. – We need to include customers in the conversation!
  36. 36. 5. 5 Ten Strategies for Personal Creativity and Innovation y
  37. 37. 1. Question Assumptions Q p
  38. 38. 2. Dream Big g
  39. 39. 3. 3 Be Flexible
  40. 40. 4. Study Successful Creativity and Innovation
  41. 41. 5. Experiment - Expect and Learn from F il f Failures! !
  42. 42. 6. Practice, Practice, Practice! , ,
  43. 43. 7. Gradual Change Is Always Better than No Change
  44. 44. 8. Have Fun
  45. 45. 9. Dare to Be Different
  46. 46. 10. Take Action
  47. 47. Five Rules for Serving g Customers in the 21st Century 1. Be Respectful 2. Be Engaging 3. Be Collaborative 4. Design for Humans 5. Be Technologically Sophisticated
  48. 48. Creativity-Innovation-Change y g Innovation Creativity y Change g
  49. 49. Thank You!
  50. 50. 2009-2010 Common E 2009 2010 C Experience i at Texas State University The Whole New Mind: Crossing Boundaries of Disciplines
  51. 51. Dan Pink’s A Whole New Mind • Four Major Ages: 1. Agricultural Age (farmers) 2. Industrial Age (factory workers) 3. Information Age (knowledge workers) 4. Conceptual Age (creators and empathizers)
  52. 52. Pink’s Six Essential Senses: 1. Design - Moving beyond function to engage th sense. the 2. Story - Narrative added to products and services ser ices - not just argument. Best of the j st arg ment six senses. 3. 3 Symphony - Adding invention and big picture thinking (not just detail focus). 4. 4 Empathy - Going beyond logic and engaging emotion and intuition. 5. Play - Bringing humor and light- light heartedness to business and products. 6. Meaning - Immaterial feelings and values g g of products.

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