The document discusses creating a culture of innovation. It describes how T-Mobile transformed its business by adopting an "un-carrier" strategy focused on bold moves that put customers first. Key bold moves included eliminating annual contracts, offering affordable devices and an expanded 4G network. This led to increased sales, revenue growth and more customer acquisitions than competitors. The document advocates for combining skills like empathy, analytics, inspiration and creativity to continually evolve new ideas that drive growth for clients.

1. Creating a Culture of Innovation
# F U T U R EM
Harry West
@hwest2020
Senior Partner
Prophet

2. # F U T U R EM
Creating a Culture of Innovation
HARRY WEST, PROPHET
@hwest2020

4. We help businesses
grow better

5. by bridging
the gap between
strategy and execution

6. An always connected
global network
SAN FRANCISCO
CHICAGO
ATLANTA
RICHMOND
NEW YORK
LONDON
ZURICH
BERLIN
HONG KONG

7. to build brands
transform experiences
and grow businesses
TRANSFORM
CUSTOMER EXPERIENCES
GROW
BUSINESSES
BUILD
BRANDS

8. Bold Moves
Growth comes from making the bold
move first, and bold moves spring from
a culture of innovation: listening more
carefully outside and strategically
pushing things further and faster
inside.

9. Bold is how far you go

11. T-Mobile on their own
2011, the proposed merger with AT&T has been
called off.
It was not a good situation:
 Loosing 500K customers each quarter
 disproportionate share of non-profitable pre-paid
customers
 brand “stuck in the middle.”
Brand ratings down the drain
 Unmotivated work force

12. Customers are frustrated
The conventional wisdom:
• Network
• Technology
• Price
• Service
But qualitative research uncovered customers
who were frustrated with their carriers.

13. FEB
2012
MAR
2013
SITUATION ASSESSMENT
QUALITATIVE EXPLORATION
QUANTITATIVE
ANALYTICS
BRAND STRATEGY
DEFINITION
SIGNATURE MOVE
DEVELOPMENT
CUSTOMER EXPERIENCE
DESIGN
STRATEGY
BIG BANG LAUNCH!!!
ACTIVATION
KPI & METRICS SYSTEM
Consumer
centered, and
highly analytical
A brand centric effort that
would reposition the company
and impact every part of the
customer experience.
We were going to bet the
ranch. We had to know that it
would work. We had to
prepare for success.
PREPARATION

14. Consumer
centered, and
highly analytical
We had to know that if set free,
more people would run towards us
than would run away from us.
And in preparation, we had to
make investments to maximize our
advantage. T

16. Description
& Strategic
Rationale
Economic
Impact
Customer
Narrative
Experience
Imperatives
Sequencing
Roadmap
• Description of
Signature Move
• Customer
benefits &
reasons to
believe
• Supporting
Signature Move
data points
• High-level
economic
impact analysis
based on
potential
impact on
consideration
• Concept ready
for consumer
research
• Includes ACB,
benefit
statement, and
RTBs
• Key
imperatives to
serve as the
north star for
each stage in
the customer
experience
• Guidance on
how to evolve
the Move over
the next 12-18
months
• Potential un-marketing
ideas to include
during each
stage in the
evolution
CRITERIA FOR SELECTION
OF SIGNATURE TOUCH
POINTS
PREREQUISITES BEFORE
CREATIVE DEVELOPMENT
Development
guide
To create signature touch
points and to keep the
customer experience and
offer development on
strategy

17. The un-carrier
strategy is
born
Without sacrificing
existing strengths, we
recast T-Mobile as a
“consumer advocate,”
the only brand in the
wireless space with the
interests of the customer
at heart

18. 1
Simple Choice Plan
A break from industry norms, the Simple Choice
Plan eliminates restrictive annual contracts, taking
pain and confusion out of the wireless experience. 2
Un-Beatable Prices on LTE Devices
In tandem with the debut of its 4G LTE network
service, T-Mobile will have several 4G LTE-capable
devices available
3
Un-Congested 4G Network
T-Mobile is moving at breakneck speed to expand
the capabilities of its network
4
Un-leashed iPhone 5
With incredible new pricing and no annual contracts
4 bold moves
Bringing the strategy to
life at relevant stages of
the customer journey.

20. Six months in:
a signature
move
JUMP! Allows T-Mobile
customers to upgrade
their phone twice every 12
months, instead of once
every two years.
Customers have the same
choice of models for the
same prices as new
customers and may
replace any phone that’s
been damaged or lost.

21. The un-carrier
continues
T-Mobile relentlessly
continues to activate its new
positioning through its offers
and customer experience.
Keeping the other carriers
playing catch-up.

22. Leading
the un-carrier
A key part of the process
was activating the positioning
internally to turn T-Mobile’s
employees into brand evangelists,
beginning with CEO John Legere

23. Leading the industry
stock price: x 2
Sales and revenue growing for the first
time in 4 years
Customer acquisition more than Verizon,
AT&T and Sprint combined

24. Bold moves
that win

25. Making Bold Moves Repeatable
Analytical skills
Consulting skills
Empathetic skills
Inspiration skills
Creative skills

26. Interdisciplinary Model
Culture
Talent
1. shared language
around creativity and
problem solving
2.
3.
Business
Development
1. interdisciplinary
account development
process
2.
3.
Work
Delivery
1. flexible staffing model
2.
3.

27. A Culture of Innovation
To change industries we have to uncover new ideas
and creatively evolve them to be distinct and own-able.
If it is not a natural evolution, then the ideas
may not connect with customers, but if the ideas are
not sufficiently evolved, then our clients cannot own
them. To drive growth we have to constantly strive
for a more perfect union of empathy, data,
inspiration and client connection.

28. # F U T U R EM
Creating a Culture of Innovation
HARRY WEST, PROPHET
@hwest2020