Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. For more information, visit richardsaad.me

1. 1
Creativity & Innovation
The creationof value for the
client, from satisfactionto loyalty

2. 2
Analysis
Objectives
Planning
KPIs
Budget andControl
Insights
Primary data
Secondary data
Need
Demand
Segment
Consumer
Price
Product
Promotion
Place/Distribution
Marketresearch
Organization Market
Mix marketing
- Organization,vision,strategy
- Capabilities&Resources
- Competitivelandscape
- Industry Dynamic
The marketing concept and model > Model

3. 3
Introduction> Creative thinking

4. 4
Introduction> Definition
Creativity:
The productionofnewideasthat are usefulinevery field(by anindividualora small group of
individualsworkingtogether).
Innovation:
Successful implantationofcreative ideasinthe organization.
> Creativityisnot necessarilyonly an expressionof talent but foremost it is the process
of implementing innovations.
Source: Amabile, 1988, 1996

5. 5
Introduction> Definition
"Innovation"=
"Idea"x “Implementation".
Source: Vijay Govindarajan, “The Three-Box Solution: A Strategy for Leading Innovation”, 2016

6. 6
Model > The 3 stages
1- The componentsof creativity
GENERATIONOF
IDEAS:
INTERNAL,
POLLINATION,
EXTERNAL
CONVERSION
SELECTION,
DEVELOPMENT
DISSEMINATION
PROPAGATION
3 – Valueschain
2 – Market-orientedinnovation
Environment(external) Environment(internal)

7. 7
Processus IVC > Définition
GENERATION
OF IDEAS :
INTERNE,
POLLINISATION,
EXTERNE
CONVERSION:
SELECTION,
DEVELOPMENT
DIFFUSION:
PROPAGATION

8. 8
Source: J. Brunet 2000,2005
If your capacity tocreate new ideasis rudimentary,following are a few tacticsthat may improve
this stage:
§ Upgrade yourbrainstorming techniques(E.g.DesignThinking).
§ Encourage collaboration.
§ Do more marketstudiesandanalysis.
§ Encourage alternative thinking.
§ Expandyournetwork ofpartners and collaborators.
§ Connectmore oftenwithyourconsumers/clientsandenquire abouttheirinterestsandneeds
(insights).
IVC process > Tactics

9. 9
Source: J. Brunet 2000,2005
If your capacity totransformideasis weak,here’s a few tacticsthat may improve thisstage for
you:
§ Validate yourideaswithyourconsumers/clientsassoonaspossible.
§ Collectqualitativeandquantitative data fromyourconsumers/clients.
§ Developentrepreneurialprogramssuchas Google 20%(Safe Haven).
§ Developanacceleratorprogram.
§ Investa larger budgetin collaborationprogramssuchas (Hackatons,Inside-OutandOutside-In
partnership).
§ Connectmore oftenwithyourconsumers/clientsanddiscovertheirinterestsandneeds
(Insights).
IVC process > Tactics

10. 10
Source: J. Brunet 2000,2005
If your capacity todisseminate ideasis minor,here’sa few tacticsthat may improve thisstage:
§ Mandate a top-notchmanagerto create the buzz.
§ Developa leanapproach.
§ Favora culture ofcollaboration.
§ Involve the consumers/clientsinthe process.
§ Encourage experimentation.
IVC process > Tactics

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Thank you
Richard Saad
rsaad@become-remarkable.com
514-690-7178