Innovative Failure and Digital Trends

Joanna Beltowska
Joanna BeltowskaSenior Strategist
APRIL 11, 2013




                     LURE
               EF AI
         AT IV          DS
 I NN OV        TR  EN
        IG ITAL
   ND  D
 A                             JOANNA BELTOWSKA
                                       SHESAYS NY




@jbeltowska
Hi!
My name is Joanna Beltowska and I
work as a strategist at Undercurrent.

PS. I’m on Twitter: @jbeltowska


@jbeltowska                             2
We’re here to talk about


              TRENDS

@jbeltowska                              3
TRENDS
                      Definition


              A change in direction.




@jbeltowska                            4
The problem with trends:
         They’re often discussed as
          significant shifts before
           they’re fully realized.



@jbeltowska                              5
Oh hai!
                                        ,
              Welco  me to Second Life
                                          r!
              the bes t virtual world eve




@jbeltowska                                    6
Second Life: a tale of
    outsized expectations.



              FOMO




    Business Week
    cover story




Source: Google Trends



            2005        2006   2007   2008   2009   2010   2011   2012   2013

    @jbeltowska                                                                 7
Interest for
    Facebook vs. Second Life




                                                    “Rumors of the death of virtual world
                                                    marketing are greatly exaggerated”

                                                    – JAMES AU, SECOND LIFE EXPERT AND AUTHOR,
                                                    MAY 2008




Source: Google Trends



            2005        2006   2007   2008   2009   2010         2011        2012         2013

    @jbeltowska                                                                                  8
SHIFTS
                         Definition


              A change that is irreversible
              and impacts at scale the way
                    things are done.



@jbeltowska                                   9
Could we have predicted that
  Facebook would stick while
    Second Life would not?



@jbeltowska                     10
Things that develop into
shifts tend to exhibit the
following traits:

 1    They amplify an existing behavior or technology.

      The new behaviors begin to replace or evolve
 2
      the old ways, and ultimately become norms.




@jbeltowska                                          11
Three shifts that are
              changing our industry



       Rapid           Data      Everything–
     Innovation      Explosion      As–A–
                                   Service




@jbeltowska                                    12
Rapid Innovation




    We are moving from idea to execution
     faster and closer to the customer
             than ever before.

                                                                    Open design
                                                                   (Local Motors)
                                        Crowdsourced validation
  Innovation labs
                                        (Quirky and Kickstarter)
(Walmart, Nordstrom)
                       Lean and agile
                       methodologies

 @jbeltowska                                                                    13
Rapid Innovation




                   Empathy
IMPLICATION        Develop your ideas in close proximity

We can approach    to the people you’re hoping to reach.

                   Speed
marketing in the   Find the fastest way to put something
                   under people’s fingers.
same way.
                                      Speed bypasses politics!




@jbeltowska                                                  14
Rapid Innovation




CASE STUDY: Lab in the Lobby


Taking inspiration from Lockheed Martin’s
Advanced Development Programs (ADP),
otherwise known as Skunk Works, we are
creating an innovation lab inside a global
hospitality brand.


                    +

@jbeltowska                                  15
Rapid Innovation

                                        Read these!
               You're
                        no
              produc w the
                       t mana
              not jus         ge
                      t the m r,
                             arketer
                                    !



TAKING ACTION

What can you
do tomorrow?
                                                      Sign up for
                                                      a class on
                                                      prototyping!




@jbeltowska                                                          16
Data Explosion
                                 Online         Retail
                   Print                                           Machines
              TV


Radio




        Data has always been ubiquitous,
        but now it’s accessible, storable
           and interpretable at scale.


                                                      Shopperception
        Bit.ly
                                   Beckon            (A/B test shelving)
    (track URLs)
                           (collect and centralize
                              enterprise data)


@jbeltowska                                                                   17
Data Explosion



                 Learn
                 You can observe millions of
                 feedback loops.
IMPLICATION

We can use       Personalize
                 Use what you learn to deliver a better

data to make     experience at the individual level.


our executions   Adapt
                 Understand local variations, and

more exact.      implement local changes.

                 Mobilize
                 Connect your organization and
                 march towards the same goal.



@jbeltowska                                               18
Data Explosion




CASE STUDY: QSR Social Service Platform


By providing franchisees guidance for and
access to their social profiles – and the
good/bad sentiments being expressed there
– we were able to shift the locus of service
away from the call center and into the store.


                    +

@jbeltowska                                     19
Data Explosion

                                                      Follow these people!
              You're
                       now th
              not jus         e CTO,
                      t the m
                             arketer
                                    !                                                            Hilary Mason
                                                                                                 @hmason

                                                              danah boyd
                                                                                 Kate Crawford
                                                              @zephoria
TAKING ACTION                                                                    @katecrawford


What can you                                                                                     Read this!

do tomorrow?
                                              EXERCISE:
                                              What does your
                                              future data practice
                                              look like?


                          By 2018, the US could face a shortage of 1.5 million
                          managers and analysts with the know-how to make
                          effective data-based decisions (McKinsey, 2011)

@jbeltowska                                                                                                 20
Everything-As-A-Service




       Services that were once local and
      isolated are now scaled and shared,
          and can be acquired without
          infrastructure investments.
                                                                          Men’s Style
  Transportation                                                         (Trunk Club)
     (Zipcar)                                                  Taxes
                   Manufacturing                 Beauty
                                    Storage                 (TurboTax)
                    (Shapeways)                (Birchbox)
                                   (Dropbox)



@jbeltowska                                                                         21
Everything-As-A-Service
Data Explosion




IMPLICATION

We can spread             Broker connections
                          Think about how you can facilitate

our message by            connections between people.


creating valuable         Create resource efficiencies
                          Use what you learn to deliver a better

services that             experience at the individual level.


decrease the              Remove friction
                          Get someone to what they’re looking

cost of entry.            for faster and with less hassle.




@jbeltowska                                                        22
Everything-As-A-Service




CASE STUDY: OPEN Forum


We are transforming OPEN Forum from
a blog to a platform that unlocks the best
business advice and delivers the right
advice at the right time, helping small
businesses grow.


                    +

@jbeltowska                                  23
Everything-As-A-Service


               You're
                       no                      Read this!
              experie w the
                      n
              not jus ce architect,
                     t the m
                            arketer
                                    !

                                                       ethnographymatters.net


TAKING ACTION

What can you                                                    Read this (again)!

do tomorrow?
                                        EXERCISE:
                                        What services are you
                                        uniquely positioned
                                        to provide?




@jbeltowska                                                                     24
TL;DR:




         THINK PAST THE TREND

   Tease out the real value that can be
  applied in broader and larger context.

@jbeltowska                                25
Thank you!
                Let’s talk: @jbeltowska




@jbeltowska
1 of 26

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Innovative Failure and Digital Trends

  • 1. APRIL 11, 2013 LURE EF AI AT IV DS I NN OV TR EN IG ITAL ND D A JOANNA BELTOWSKA SHESAYS NY @jbeltowska
  • 2. Hi! My name is Joanna Beltowska and I work as a strategist at Undercurrent. PS. I’m on Twitter: @jbeltowska @jbeltowska 2
  • 3. We’re here to talk about TRENDS @jbeltowska 3
  • 4. TRENDS Definition A change in direction. @jbeltowska 4
  • 5. The problem with trends: They’re often discussed as significant shifts before they’re fully realized. @jbeltowska 5
  • 6. Oh hai! , Welco me to Second Life r! the bes t virtual world eve @jbeltowska 6
  • 7. Second Life: a tale of outsized expectations. FOMO Business Week cover story Source: Google Trends 2005 2006 2007 2008 2009 2010 2011 2012 2013 @jbeltowska 7
  • 8. Interest for Facebook vs. Second Life “Rumors of the death of virtual world marketing are greatly exaggerated” – JAMES AU, SECOND LIFE EXPERT AND AUTHOR, MAY 2008 Source: Google Trends 2005 2006 2007 2008 2009 2010 2011 2012 2013 @jbeltowska 8
  • 9. SHIFTS Definition A change that is irreversible and impacts at scale the way things are done. @jbeltowska 9
  • 10. Could we have predicted that Facebook would stick while Second Life would not? @jbeltowska 10
  • 11. Things that develop into shifts tend to exhibit the following traits: 1 They amplify an existing behavior or technology. The new behaviors begin to replace or evolve 2 the old ways, and ultimately become norms. @jbeltowska 11
  • 12. Three shifts that are changing our industry Rapid Data Everything– Innovation Explosion As–A– Service @jbeltowska 12
  • 13. Rapid Innovation We are moving from idea to execution faster and closer to the customer than ever before. Open design (Local Motors) Crowdsourced validation Innovation labs (Quirky and Kickstarter) (Walmart, Nordstrom) Lean and agile methodologies @jbeltowska 13
  • 14. Rapid Innovation Empathy IMPLICATION Develop your ideas in close proximity We can approach to the people you’re hoping to reach. Speed marketing in the Find the fastest way to put something under people’s fingers. same way. Speed bypasses politics! @jbeltowska 14
  • 15. Rapid Innovation CASE STUDY: Lab in the Lobby Taking inspiration from Lockheed Martin’s Advanced Development Programs (ADP), otherwise known as Skunk Works, we are creating an innovation lab inside a global hospitality brand. + @jbeltowska 15
  • 16. Rapid Innovation Read these! You're no produc w the t mana not jus ge t the m r, arketer ! TAKING ACTION What can you do tomorrow? Sign up for a class on prototyping! @jbeltowska 16
  • 17. Data Explosion Online Retail Print Machines TV Radio Data has always been ubiquitous, but now it’s accessible, storable and interpretable at scale. Shopperception Bit.ly Beckon (A/B test shelving) (track URLs) (collect and centralize enterprise data) @jbeltowska 17
  • 18. Data Explosion Learn You can observe millions of feedback loops. IMPLICATION We can use Personalize Use what you learn to deliver a better data to make experience at the individual level. our executions Adapt Understand local variations, and more exact. implement local changes. Mobilize Connect your organization and march towards the same goal. @jbeltowska 18
  • 19. Data Explosion CASE STUDY: QSR Social Service Platform By providing franchisees guidance for and access to their social profiles – and the good/bad sentiments being expressed there – we were able to shift the locus of service away from the call center and into the store. + @jbeltowska 19
  • 20. Data Explosion Follow these people! You're now th not jus e CTO, t the m arketer ! Hilary Mason @hmason danah boyd Kate Crawford @zephoria TAKING ACTION @katecrawford What can you Read this! do tomorrow? EXERCISE: What does your future data practice look like? By 2018, the US could face a shortage of 1.5 million managers and analysts with the know-how to make effective data-based decisions (McKinsey, 2011) @jbeltowska 20
  • 21. Everything-As-A-Service Services that were once local and isolated are now scaled and shared, and can be acquired without infrastructure investments. Men’s Style Transportation (Trunk Club) (Zipcar) Taxes Manufacturing Beauty Storage (TurboTax) (Shapeways) (Birchbox) (Dropbox) @jbeltowska 21
  • 22. Everything-As-A-Service Data Explosion IMPLICATION We can spread Broker connections Think about how you can facilitate our message by connections between people. creating valuable Create resource efficiencies Use what you learn to deliver a better services that experience at the individual level. decrease the Remove friction Get someone to what they’re looking cost of entry. for faster and with less hassle. @jbeltowska 22
  • 23. Everything-As-A-Service CASE STUDY: OPEN Forum We are transforming OPEN Forum from a blog to a platform that unlocks the best business advice and delivers the right advice at the right time, helping small businesses grow. + @jbeltowska 23
  • 24. Everything-As-A-Service You're no Read this! experie w the n not jus ce architect, t the m arketer ! ethnographymatters.net TAKING ACTION What can you Read this (again)! do tomorrow? EXERCISE: What services are you uniquely positioned to provide? @jbeltowska 24
  • 25. TL;DR: THINK PAST THE TREND Tease out the real value that can be applied in broader and larger context. @jbeltowska 25
  • 26. Thank you! Let’s talk: @jbeltowska @jbeltowska