wwm innovation

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Combine authentic ethnographic research and insights with input from relevant makers (designers, etc.) to affect NPD. I proposed this to a big name research firm who wasn't ready for it so now I'm going to do it myself with all the resources I have built up over the past 15 years.

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wwm innovation

  1. 1. Innovatesprinciples tools combined minds ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  2. 2. principles ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  3. 3. A decade of ethnography, brand strategy, and insights for businesses large and small + evolving principles take into account new factors There is no longer one point of contact. One ‘single idea’ that makes a brand. Crowd-creation Real products Peer In the marketplace Dialogue Behaving ways you can’t determine ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  4. 4. Single idea nolonger enough to drive a brand. ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  5. 5. Super-users Thought Leaders Early AdoptersBuzz words to describe those that set trends or influence others. ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  6. 6. Works great for communication that flows from top to bottom In situations where there is a hierarchy of influence ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  7. 7. Ongoing ConversationsWe live in a world of stories. Stories are whatlead to community. Community is sustainablebusiness.Conversation Core TruthsDeeper Revelations Marketplace Relevance ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  8. 8. We live in a socially networked world ofstories where crowd-sourcing, peer-to-peerand a web of loyalties have disturbedhierarchies of influence ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  9. 9. Expanded Ethnography tools ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  10. 10. Traditional Focus Groups
  11. 11. Sterile Cold Artificial ™ Chauncey Zalkin 2010-2011All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  12. 12. ™ Chauncey Zalkin 2010-2011All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  13. 13. Observation ™ Chauncey Zalkin 2010-2011All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  14. 14. And participation ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  15. 15. Entering the natural habitat ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  16. 16. adapting to surroundings ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  17. 17. Immersing Yourself ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  18. 18. Gaining insider information ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  19. 19. Exploring emerging and unmet needs ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  20. 20. What I sayWhat I do ™ Chauncey Zalkin 2010-2011All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  21. 21. Find out how people live with existing products ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  22. 22. You never know what you will learn. ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  23. 23. Test developing theory ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  24. 24. Revise as you go ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  25. 25. A brand alone is nota sustainable business model. ™ Chauncey Zalkin 2010-2011All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  26. 26. Innovation New Product Development /Mining Business Opportunity ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  27. 27. The world is changing so rapidly ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  28. 28. Innovation is a seed sown through exchanges.An idea builds, transforms, spreads. ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  29. 29. What I sayWhat I do ™ Chauncey Zalkin 2010-2011All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  30. 30. What I didn’t know I needed ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  31. 31. Involve the Makers combined minds ™ Chauncey Zalkin 2010-2011All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  32. 32. Makers ™ Chauncey Zalkin 2010-2011All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  33. 33. Cultural Insights from ethnography focused onpotential target+Design Thinking from ethnography focused ondesigners, makers, engineers+Years blogging, moving from culture toculture, senior brand strategy in ad agencies=Robust, Innovative Products, Services,Processes, Brands and Stories ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  34. 34. Stop straddling the fence and merge know-how from the research for brands andadvertising with NPD ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  35. 35. How it works ethnography Client Discover: workshops Explore Question Internally and Challenge: Externally. Are we Brief on asking the right business Define: question. Are we open challenge Hypothesis (possible ways we to solving the problem can work with client npd or brand) in various ways? StartSelect Panel ofDesigners / Engineers / Makers Engage, Foster Community, Involve Inno t vate T es Define Path Forward ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com
  36. 36. WWM• Connect with consumers• Connect with Design Professionals• Mediate the conversation• Steward Solutions, Creative Ideas, Implementation ™ Chauncey Zalkin 2010-2011 All Rights Reserved. Do not use without permission. www.whatwomenmake.com

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