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INNOVATION IS
GETTING OTHERS
TO DO YOUR JOB
{AND OTHER THOUGHTS FROM A NON-CZAR}

AD CLUB OF NY ‘INNOVATION CZAR’ SESSION ...
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-W...
“

NEW AND

RELEVANT

IS REALLY

HARD
- ANY ORGANIZATIONAL LEADER
@edwardboches:
@CLAYCHRISTENSEN
Chief Innovation Officer, Mullen
ACTUAL INNOVATION

Opening minds.
Inspiring change.
Creat...
@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

...
CROWDSOURCING

DELL IDEA
STORM
MY
STARBUCKS
REDDIT IDEA
CONNECT
+
DEVELOP

GROUP
ACHIEVEMENT

AMAZON
STUDIOS
KICKSTARTER

...
+ CONTROL

CROWDSOURCING

DELL IDEA
STORM
MY
STARBUCKS
REDDIT IDEA
CONNECT
+
DEVELOP

GROUP
ACHIEVEMENT

AMAZON
STUDIOS
KI...
+ 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
EVEN IF THEY DON’T
THEY GIVE AWAY
STUFF CUSTOMERS FIND
HIGHLY VALUABLE
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
BECAUSE THEY’RE SHINY
EARNING VALUE
EARNING VALUE
CONVERTS

INNOVATION
INTO

MARKETING
MARKETING

CAN LEAD TO

EARNING VALUE
AND DRIVE

INNOVATION
{BREAK}
@SANEEL
FINCH15.COM
GPLUS.TO/F15
Introduction to Innovation & Disruptive Models
Introduction to Innovation & Disruptive Models
Introduction to Innovation & Disruptive Models
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.

Published in: Business

Transcript of "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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