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.

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Introduction to Innovation & Disruptive Models

  1. 1. 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
  2. 2. EVER NOTICE INNOVATION IS ALWAYS DEFINED DIFFERENTLY?
  3. 3. “ IT KINDA MAKES RUNNING AN INNOVATION COMPANY HARD
  4. 4. WE CREATE REVENUE GENERATING DIGITAL BUSINESSES FOR MATURE BRANDS
  5. 5. MORE SIMPLY
  6. 6. MORE SIMPLY REVENUE GENERATION BRAND BUILDING
  7. 7. CAN’T WE ALL JUST GOOGLE IT?
  8. 8. 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
  9. 9. 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
  10. 10. “ NEW AND RELEVANT IS REALLY HARD - ANY ORGANIZATIONAL LEADER
  11. 11. @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?
  12. 12. @RISHADT CHAIRMAN, DIGITAS / LBI / RAZORFISH THE FUTURE COMES FROM THE SLIME
  13. 13. NEW & RELEVANT IS EASIER FOR THOSE OUTSIDE YOUR COMPANY
  14. 14. NEW & RELEVANT IS EASIER FOR THOSE OUTSIDE YOUR COMPANY (says the guy who googled his job)
  15. 15. SOMETHING THIS VALUABLE MUST BE EARNED FROM CUSTOMERS
  16. 16. EARNING VALUE FROM CUSTOMERS MEANS BENEFITING FROM MORE THAN JUST A TRANSACTION
  17. 17. craigslist EARNING VALUE (NOT MEDIA) FROM CUSTOMERS IS THE ESTABLISHED INNOVATION MODEL OF WEB COMPANIES
  18. 18. INNOVATION GETS A LOT EASIER WHEN YOUR CUSTOMERS DO IT FOR YOU
  19. 19. INNOVATION GETS A LOT EASIER WHEN YOUR CUSTOMERS DO IT WITH YOU (that’s collaboration)
  20. 20. COLLABORATION LANDSCAPE
  21. 21. CROWDSOURCING GROUP ACHIEVEMENT CO-CREATION
  22. 22. CROWDSOURCING DELL IDEA STORM MY STARBUCKS REDDIT IDEA CONNECT + DEVELOP GROUP ACHIEVEMENT CO-CREATION
  23. 23. CROWDSOURCING DELL IDEA STORM MY STARBUCKS REDDIT IDEA CONNECT + DEVELOP GROUP ACHIEVEMENT AMAZON STUDIOS KICKSTARTER GROUPON PEPSI REFRESH CO-CREATION
  24. 24. 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
  25. 25. + 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
  26. 26. + CONTROL CROWDSOURCING GROUP ACHIEVEMENT CO-CREATION + COLLABORATION
  27. 27. HOW DO COMPANIES EARN VALUE FROM THEIR CUSTOMERS? {AND BAKE IN MARKETING}
  28. 28. THEY MAKE THEM PART OF A LOVING COMMUNITY
  29. 29. THEY MAKE THEM PART OF A LOVING COMMUNITY WITH HIGH EXPECTATIONS
  30. 30. THEY MAKE THEM PART OF A LOVING COMMUNITY
  31. 31. THEY MAKE THEM PART OF A LOVING COMMUNITY AND A HIGHER PURPOSE
  32. 32. THEY GIVE AWAY STUFF CUSTOMERS FIND HIGHLY VALUABLE
  33. 33. THEY GIVE AWAY STUFF CUSTOMERS FIND HIGHLY VALUABLE
  34. 34. THEY GIVE AWAY STUFF CUSTOMERS FIND HIGHLY VALUABLE EVEN IF THEY DON’T
  35. 35. THEY GIVE AWAY STUFF CUSTOMERS FIND HIGHLY VALUABLE
  36. 36. THEY GIVE AWAY STUFF CUSTOMERS FIND HIGHLY VALUABLE INCLUDING “HIERARCHY”
  37. 37. OR THEY JUST DON’T TELL THEM
  38. 38. OR THEY JUST DON’T TELL THEM BECAUSE IT WAS EASY
  39. 39. OR THEY JUST DON’T TELL THEM
  40. 40. OR THEY JUST DON’T TELL THEM BECAUSE THEY’RE SHINY
  41. 41. EARNING VALUE
  42. 42. EARNING VALUE CONVERTS INNOVATION INTO MARKETING
  43. 43. MARKETING CAN LEAD TO EARNING VALUE AND DRIVE INNOVATION
  44. 44. MARKETING CAN LEAD TO EARNING VALUE AND DRIVE INNOVATION {THIS IS OUR NEXT THESIS}
  45. 45. {BREAK} @SANEEL FINCH15.COM GPLUS.TO/F15

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