Developing An Innovation Strategy


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  • Developing An Innovation Strategy

    1. 1. Developing an Innovation Strategy<br />Developed as a complimentary piece to the May 25, 2011 episode of Dii:Briefing<br /><br />Carlen Lea Lesser, VP/Director Dii@carlenlea<br />
    2. 2. The Challenge of Innovation<br />
    3. 3.
    4. 4. Mission<br />What do you do?<br />I<br />What is Your Mission?<br />(photo: Keo 101 /Flickr, cc by-nc-sa 2.0)<br />
    5. 5. Customers<br />I<br />Who are Your Customers?<br />(photo:  fdecomite /Flickr, cc by-nc-sa 2.0)<br />
    6. 6. Culture<br />I<br />Where is American Culture?<br />
    7. 7. Technium<br />I<br />How Prepared is the Technium?<br />(photo:  David Jones /Flickr, cc by-nc-sa 2.0)<br />
    8. 8. I<br />Technology Wants What Life Wants:<br /><ul><li> Increasing efficiency
    9. 9. Increasing opportunity
    10. 10. Increasing emergence
    11. 11. Increasing complexity
    12. 12. Increasing diversity
    13. 13. Increasing specialization
    14. 14. Increasing ubiquity
    15. 15. Increasing freedom
    16. 16. Increasing mutualism</li></ul>(photo:  Steve Jurvetson /Flickr, cc by-nc-sa 2.0)<br />
    17. 17. Technology Wisdom – by Douglas Adams<br />1. Everything that’s already in the world when you’re born is just normal;<br />2. Anything that gets invented between then and before you turn thirty is incredibly exciting and creative and with any luck you can make a career out of it;<br />3. Anything that gets invented after you’re thirty is against the natural order of things and the beginning of the end of civilization as we know it until it’s been around for about ten years when it gradually turns out to be alright really.<br />Source:<br />
    18. 18. Two Approaches<br />T<br />Two Approaches to Innovating<br />(photo:  emreterok /Flickr, cc by-nc-sa 2.0)<br />
    19. 19. Two Approaches: Evolution<br />T<br />Evolution: Having some idea of where you want to go, but allowing what you learn at each step not only to define the next step, but also to define the final destination<br />Approach 1: Evolution<br />
    20. 20. T<br /> Anticipation<br />Continual Assessment<br />Prioritization of Risks<br /> Rapid Correction of Harm <br />Not Prohibition but Redirection<br />Proactionary Principle<br />As explained by Kevin Kelly, in “What Technology Wants”<br />(photo:  Nathan Jongewaard /Flickr, cc by-nc-sa 2.0)<br />
    21. 21. Innovation Pyramid<br />T<br />
    22. 22. Two Approaches: Backcasting<br />Backcasting<br />Have a clear vision of the final destination, developing a step-by-step plan on how to reach it working from the end back to the beginning.<br />T<br />Approach 2: Backcasting<br />(photo:  Ben Ostrowsky /Flickr, cc by-nc-sa 2.0)<br />
    23. 23. T<br />Backcasting: Multiple Paths<br />(photo:  dichohecho /Flickr, cc by-nc-sa 2.0)<br />
    24. 24. T<br />Backcasting: Scouting Ahead<br />(photo:  dichohecho /Flickr, cc by-nc-sa 2.0)<br />
    25. 25.
    26. 26. Who We Are<br />Dii is the Digital Integration and Innovation team at RTC, a full-service Wunderman/WPP Groups creative agency in Washington, DC, focused on building relationships between brands and individuals. Dii is tasked with keeping track and making sense of the ever-changing digital world. It’s our job to discover and understand the nuances of how and why different types of people use technology and what that tells us about them. More importantly, it’s our job to help our clients apply this knowledge to better engage with their customers.<br />Treffpunkt, Digital Integration and Innovation Team Blog:<br />