Is Innovation Qualitative or Quantitative, or Intuitive?

1. Guest Lecture, April 3, 2013
"Make What They
Want or… Make
What They Need?
Market-Makers’ Dilemma
Ronny Haraldsvik
SVP/CMO, SpiderCloud Wireless
m:1-831-224-5043
@haraldsvik
Presentation to “Consumer Behavior & Research”, MBA Class (Spring ‘13) – Prof. S.C. Thota

2. Market-Makers’ Dilemma
Make What They Want or Make What They Need?
§ From 1984 to 2020 in 90-minutes or less…
§ But first, some marketing context
Sun Tzu
722–481 BC
Abraham Maslow
1908-1970
Niccolò Machiavelli
1469-1527
What Do They Have in Common?

3. Is Innovation Qualitative or Quantitative?
§ 1984 - “The Computer for the Rest of Us”
§ 1997 - “Think Different”
January 22, 1984
Who Won, Who Lost?

4. Human Motivation Drives Innovation
Abraham Maslow - "A Theory of Human Motivation” 1943

5. Needs vs Want in Context

6. Need vs Want: Consumer
Name a Famous Person Who
Loves Jelly Belly Jelly Beans…

7. Need vs Want: Social I
Did You Need This in 1928?

8. Need vs Want: Consumer/Business
Who Wins, Who Loses?

9. Need vs Want: Fixed Networks
When to Build a Category?

10. Need vs Want: Mobile Networks
When is Disruptive Good for an
Entire Industry?

11. Need vs Want: Social II
Do We Need an iPhone or
Facebook?

12. Timing is Everything
When is “Too Early”?

13. Are Innovators Rule Breakers?

14. Why?
…is the Most Powerful Question in Marketing!

15. The Rules of Engagements
The 20-80% Rule is in Effect…
….as often as the 80/20% Rule,
but look out for the New 10/90% Rule
…and the 90/10% Rule.
For 2020 - The 1% Rule Impacts 99%

16. The Mobile-Social 24/365 Reality
Name an Innovator (Under 25) Who is Now a
Recognized Success

17. CALCUTTA
Consumerized
Products & Services
Anywhere access to
Tailored to Time and
Location Based on
Localized information via
Multiple Personalities
Cloud-based networks that are
Uniformly customized and
Tailored by time and state of mind to deliver
Targeted information &
Applications
Is this What You Want?

18. What’s Next?

19. Sensory Products & Services
See – Hear – Smell
Taste - Touch
Human Sensory Perceptions Drive
Commercial Decisions

20. How Do You Research 2020?
Name An Example of a Human Motivator in 2020

21. The Innovation Dilemma
Quantitative
Research
Intuition
Qualitative
Research
Name an Example of Great Innovation
Products or Services Because…

22. The Power of Intuition
Gut instinct and/or ESP (aka the 6th sense)
“…the acquisition of information by means external to the basic
limiting assumptions of science, such as that organisms can
only receive information from the past to the present”
“Extrasensory perception (ESP) involves reception of
information not gained through the recognized physical senses
but sensed with the mind” (trans-temporal operation as
precognition or Retro Cognition) - Duke University psychologist J. B. Rhine
Name a Product or Service You Created (in your mind)
Before it Was Introduced By Someone Else
Source

23. Qualitative, Quantitative or Intuition?
When Do You Make What They Want
vs
What They Need?

24. Ronny Haraldsvik
SVP/CMO
SpiderCloud Wireless
m:1-831-224-5043
@haraldsvik