Marketing cannot do innovation

275 views

Published on

This presentation was given at Innovation Stories, Innovation Social's annual premium event, on July 6th 2015 in London. Michael Johnston, Strategist at Hirsch & Mann, presented his opinions on Innovation as well as some recent examples of innovation from Hirsch & Mann.

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
275
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Marketing cannot do innovation

  1. 1. Marketing can not do innovation Image: Ted Levitt
  2. 2. An Opportunist
  3. 3. Innovation Framework Upstream Innovation (Technical R&D) Downstream Innovation (Customer R&D) Sustaining Innovation (Yesterday’s) Disruptive Innovation (Tomorrow’s) Context
  4. 4. ‘Innovation is the successful exploitation of ideas that address future customer’s needs to drive growth’
  5. 5. Tomorrow’s Customer Needs Innovation Equation Ask Questions Offers Possibilities Creates Solutions Build Businesses = Innovation ART TECHNOLOGY DESIGN CUSTOMERS + + + Image: John Maeda
  6. 6. Why Marketing can not do innovation ? Context -Marketing works in a market that exists -Capabilities become disabilities -Focus on today’s customer needs Image: Ted Levitt
  7. 7. ‘A startup is an organisation formed to search for a repeatable and scalable business model’ Image: Steve Blank
  8. 8. Technology Will Save Us Markets
  9. 9. ‘Capabilities become disabilities’ Image: Clayton Christensen
  10. 10. Central Saint Martins / Grey Goose Capabilities become disabilities
  11. 11. Focus on customer needs of tomorrow Image: DunneRaby
  12. 12. Tomorrow’s Customer Needs Maille Discovery Spoon
  13. 13. Questions to prove me wrong Summary -What market are your clients in ? -What do you need to unlearn, learn or relearn -What are your clients future customer needs ? (even beyond their product / service)
  14. 14. Need to find new opportunities ? michael@michaeljohnston.co @mickstravellin

×