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