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The New Face of R&D

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Consumers are powerful and they have ideas. They are a brands most valuable, untapped resource. Brands should put the consumer at the center of innovation.

  • @hudali15 That's amazing. It's interesting to see how the digital space is enabling brands to more easily take advantage of the opportunities to collaborate with consumers.
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  • This is a splendid presentation. In 1981 I attended at MIT a summer training on The Flow of Information. Studies showed, and in accordance with this presentation, that most developmental and creative ideas come from customers. A later finding is that consumers come up with better and/or uses for the same product.
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The New Face of R&D

  1. The New Face of Research & Development
  2. "It isn't the consumers' job to know what they want." -Steve Jobs
  3. STEVE JOBS WAS WRONG.(just this once.)
  4. CONSUMERS ARE POWERFUL.(ask apple.)
  5. In September of 2012, Apple released the latest version of their iOS mobile operating system. The upgrade included an overhaul to their map service. Upon release, there was an immediate backlash from once devoted Apple consumers. Consumers knew what they wanted and it wasn't a new map service. Soon after the consumer and media backlash, Apple CEO, Tim Cook made a public apology to consumers and the original Google Maps app would be once again available for iPhones. (inc. com) "Apple's made a new product that actually is pretty but dumb. Worse, they've used their platform dominance to privilege their own app over a competitor's offering, even though it's a worse experience for users. This is the new Maps in iOS 6." Anil Dash, Dashes.com
  6. To our customers, At Apple, we strive to make world-class products that deliver the best experience possible to our customers. With the launch of our new Maps last week, we fell short on this commitment. We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better... - Tim Cook, Apple CEO
  7. CONSUMERS HAVE IDEAS.
  8. In the 1970s, Harvard Law Professor and active ice climber, William W. Fisher III had the idea of adding a leash to ice hammers and axes so they could hang on them while climbing frozen waterfalls. Other climbers were inspired by Fisher's innovation and followed suit. Soon after manufacturers noticed the trend and began to incorporate the leash into all their products (nytimes.com.)
  9. WHEN IT COME TO SCIENTIFIC INSTRUMENTS 77% OF INNOVATIONS COME FROM USERS. (NYTIMES.COM)
  10. PUT THE CONSUMER AT THE CENTER OF INNOVATION. CONSUMER
  11. “WE TRY TO PUT THE END CONSUMER AT THE CENTER OF EVERYTHING WE DO. IN THE CASE OF THE INNOVATION PROCESS WE WANT THE CUSTOMER ENGAGED AT THE FRONT END." AG LAFLEY, CEO, P&G
  12. "A part of it? They should be front and center of the R&D Process. That's who you are developing products for. " (Click to play interview) Rob Volpe, President, Ignite 360
  13. YOUR CEO WILL THANK YOU.
  14. With increased pressure from alternative fast food companies, Domino’s was faced with a choice: innovate or continue to lose market share. The pizza giant’s in-house digital marketing team saw an opportunity in learning from and about customers while also increasing the lifetime value of each fan. They came to Napkin Labs looking for an online platform where they can tap into this unlocked resource, the customer. Instantly the fanbase of 5 million customers turned into a crowdsourcing workforce resulting in 9500 ideas submitted in the first month. Two years after Domino's refocus to the consumers they saw a Q1 boost of 14.3% for same-store sales.
  15. YOUR CONSUMERS WILL LOVE YOU.
  16. OF CONSUMERS STATED THEY WOULD LOVE TO BE INVOLVED IN CO- CREATION PROJECTS OF BRANDS THEY LIKE. 80% (insites-consulting.com)
  17. BRANDS
  18. INTRODUCING YOUR NEWEST MOST VALUABLE RESOURCE
  19. THE CONSUMER

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