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ISPIM Conference 2015 Budapest

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ISPIM Conference 2015 Budapest

  1. 1. Presented by: Tom De Ruyck
  2. 2. Guess some of my favorite brands @TOMDERUYCK
  3. 3. Which brand is this? The Boston Consulting Group, 2014 @TOMDERUYCK
  4. 4. Which brand is this? The Boston Consulting Group, 2014 @TOMDERUYCK
  5. 5. @TOMDERUYCK
  6. 6. Which brand is this? Market Realist, 2014 @TOMDERUYCK
  7. 7. @TOMDERUYCK
  8. 8. Robin Chase, 2014 Age Rooms Hotels Countries 4 650,000 192 65 645,000 4400 100 93 610,000 3800 88 44 530,000 4452 92 Which brand is this? @TOMDERUYCK
  9. 9. @TOMDERUYCK
  10. 10. What do they have in common? @TOMDERUYCK
  11. 11. Jumping the curve @TOMDERUYCK
  12. 12. Innovation beyond the product @TOMDERUYCK
  13. 13. @TOMDERUYCK
  14. 14. Platform for diversity @TOMDERUYCK
  15. 15. @TOMDERUYCK
  16. 16. and develop a platform for diversity? What’s in the mix? How to think beyond the product @TOMDERUYCK
  17. 17. I D E Aincubation diversity empathy assessment @TOMDERUYCK
  18. 18. ID Aincubationdiversity assessment Eempathy @TOMDERUYCK
  19. 19. Impact measurement #5 Eempathy @TOMDERUYCK
  20. 20. Impact measurement #5 empathy To develop relevant ideas and concepts, companies need to identify with and understand the context, the emotions and the (unarticulated) needs of their customers. @TOMDERUYCK
  21. 21. In-sight |’in.sit| @TOMDERUYCK
  22. 22. It is the DNA of your product @TOMDERUYCK
  23. 23. How to empathize to uncover these insights? @TOMDERUYCK
  24. 24. You are NOT always your consumer @TOMDERUYCK
  25. 25. @TOMDERUYCK
  26. 26. I love discovering new neighborhoods in my city. Now that I am a parent I am rediscovering the city in a new way, but I feel limited in my mobility. I wish their was a quicker way to conquer the city together with my baby. Urban parents insight @TOMDERUYCK
  27. 27. @TOMDERUYCK
  28. 28. Impact measurement #5 Ddiversity @TOMDERUYCK
  29. 29. Impact measurement #5 diversity Generating ideas is the act of connecting experiences and synthesizing new things. More is better. More diverse is better. @TOMDERUYCK
  30. 30. In ideation, quantity of ideas leads to quality @TOMDERUYCK
  31. 31. @TOMDERUYCK
  32. 32. Look outside your organization @TOMDERUYCK
  33. 33. @TOMDERUYCK
  34. 34. Impact measurement #5 Iincubation @TOMDERUYCK
  35. 35. Impact measurement #5 incubation As innovation is by nature an iterative process, empathy and diversity need to be an integral part of the process, not just an ad hoc intervention. Ideas shape in time, so does collaboration. @TOMDERUYCK
  36. 36. Ideas shape in time NPD is an iterative process @TOMDERUYCK
  37. 37. @TOMDERUYCK
  38. 38. @TOMDERUYCK
  39. 39. @TOMDERUYCK
  40. 40. Impact measurement #5 Aassessment @TOMDERUYCK
  41. 41. It’s not only about killing ideas @TOMDERUYCK
  42. 42. Context is gold @TOMDERUYCK
  43. 43. @TOMDERUYCK
  44. 44. Game of Context Sample screening Mission statement Picture upload Concept evaluation @TOMDERUYCK
  45. 45. ID incubationdiversity 4 principles of Co-creative Innovation Aassessment Eempathy @TOMDERUYCK
  46. 46. THANK YOU! Tom De Ruyck Managing Partner Head of CCBs Tom.DeRuyck@insites-consulting.com @TomDeRuyck

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