Introduction to Innovation & Disruptive Models
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Introduction to Innovation & Disruptive Models

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This first half of a presentation to young advertising professionals seeking an overview on product innovation, innovators dilemma and the role of marketing in the innovation process.

This first half of a presentation to young advertising professionals seeking an overview on product innovation, innovators dilemma and the role of marketing in the innovation process.

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Introduction to Innovation & Disruptive Models Introduction to Innovation & Disruptive Models Presentation Transcript

  • INNOVATION IS GETTING OTHERS TO DO YOUR JOB {AND OTHER THOUGHTS FROM A NON-CZAR} AD CLUB OF NY ‘INNOVATION CZAR’ SESSION | NOV 2013 | @SANEEL | #FINCH15
  • EVER NOTICE INNOVATION IS ALWAYS DEFINED DIFFERENTLY?
  • “ IT KINDA MAKES RUNNING AN INNOVATION COMPANY HARD
  • WE CREATE REVENUE GENERATING DIGITAL BUSINESSES FOR MATURE BRANDS
  • MORE SIMPLY
  • MORE SIMPLY REVENUE GENERATION BRAND BUILDING
  • CAN’T WE ALL JUST GOOGLE IT?
  • T H E D E F I N I T I O N in•no•va•tion ¦ inə vā sh ən¦ noun the introduction of something new. Merriam-Webster
  • T H E D E F I N I T I O N in•no•va•tion ¦ inə vā sh ən¦ noun the introduction of something new {and relevant}. Merriam-Webster-Radia
  • “ NEW AND RELEVANT IS REALLY HARD - ANY ORGANIZATIONAL LEADER
  • @edwardboches: @CLAYCHRISTENSEN Chief Innovation Officer, Mullen ACTUAL INNOVATION Opening minds. Inspiring change. Creating unexpected connections. Dissecting cool stuff + re-applying. Sharing. Experimenting. CZAR WHY DO SUCCESSFUL COMPANIES FAIL?
  • @RISHADT CHAIRMAN, DIGITAS / LBI / RAZORFISH THE FUTURE COMES FROM THE SLIME
  • NEW & RELEVANT IS EASIER FOR THOSE OUTSIDE YOUR COMPANY
  • NEW & RELEVANT IS EASIER FOR THOSE OUTSIDE YOUR COMPANY (says the guy who googled his job)
  • SOMETHING THIS VALUABLE MUST BE EARNED FROM CUSTOMERS
  • EARNING VALUE FROM CUSTOMERS MEANS BENEFITING FROM MORE THAN JUST A TRANSACTION
  • craigslist EARNING VALUE (NOT MEDIA) FROM CUSTOMERS IS THE ESTABLISHED INNOVATION MODEL OF WEB COMPANIES
  • INNOVATION GETS A LOT EASIER WHEN YOUR CUSTOMERS DO IT FOR YOU
  • INNOVATION GETS A LOT EASIER WHEN YOUR CUSTOMERS DO IT WITH YOU (that’s collaboration)
  • COLLABORATION LANDSCAPE
  • CROWDSOURCING GROUP ACHIEVEMENT CO-CREATION
  • CROWDSOURCING DELL IDEA STORM MY STARBUCKS REDDIT IDEA CONNECT + DEVELOP GROUP ACHIEVEMENT CO-CREATION
  • CROWDSOURCING DELL IDEA STORM MY STARBUCKS REDDIT IDEA CONNECT + DEVELOP GROUP ACHIEVEMENT AMAZON STUDIOS KICKSTARTER GROUPON PEPSI REFRESH CO-CREATION
  • CROWDSOURCING DELL IDEA STORM MY STARBUCKS REDDIT IDEA CONNECT + DEVELOP GROUP ACHIEVEMENT AMAZON STUDIOS KICKSTARTER GROUPON PEPSI REFRESH CO-CREATION LEGO CUUSOO LOCAL MOTORS PUZZLE CLUBHOUSE GE WINK
  • + CONTROL CROWDSOURCING DELL IDEA STORM MY STARBUCKS REDDIT IDEA CONNECT + DEVELOP GROUP ACHIEVEMENT AMAZON STUDIOS KICKSTARTER GROUPON PEPSI REFRESH CO-CREATION LEGO CUUSOO LOCAL MOTORS PUZZLE CLUBHOUSE GE WINK
  • + CONTROL CROWDSOURCING GROUP ACHIEVEMENT CO-CREATION + COLLABORATION
  • HOW DO COMPANIES EARN VALUE FROM THEIR CUSTOMERS? {AND BAKE IN MARKETING}
  • THEY MAKE THEM PART OF A LOVING COMMUNITY
  • THEY MAKE THEM PART OF A LOVING COMMUNITY WITH HIGH EXPECTATIONS
  • THEY MAKE THEM PART OF A LOVING COMMUNITY
  • THEY MAKE THEM PART OF A LOVING COMMUNITY AND A HIGHER PURPOSE
  • THEY GIVE AWAY STUFF CUSTOMERS FIND HIGHLY VALUABLE
  • THEY GIVE AWAY STUFF CUSTOMERS FIND HIGHLY VALUABLE
  • THEY GIVE AWAY STUFF CUSTOMERS FIND HIGHLY VALUABLE EVEN IF THEY DON’T
  • THEY GIVE AWAY STUFF CUSTOMERS FIND HIGHLY VALUABLE
  • THEY GIVE AWAY STUFF CUSTOMERS FIND HIGHLY VALUABLE INCLUDING “HIERARCHY”
  • OR THEY JUST DON’T TELL THEM
  • OR THEY JUST DON’T TELL THEM BECAUSE IT WAS EASY
  • OR THEY JUST DON’T TELL THEM
  • OR THEY JUST DON’T TELL THEM BECAUSE THEY’RE SHINY
  • EARNING VALUE
  • EARNING VALUE CONVERTS INNOVATION INTO MARKETING
  • MARKETING CAN LEAD TO EARNING VALUE AND DRIVE INNOVATION
  • MARKETING CAN LEAD TO EARNING VALUE AND DRIVE INNOVATION {THIS IS OUR NEXT THESIS}
  • {BREAK} @SANEEL FINCH15.COM GPLUS.TO/F15