Market Makers Dilemma: Make what they want, or make what they need?


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Is Innovation Qualitative or Quantitative, or Intuitive?

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Market Makers Dilemma: Make what they want, or make what they need?

  1. 1. Guest Lecture, April 3, 2013 "Make What They Want or… Make What They Need? Market-Makers’ Dilemma Ronny Haraldsvik SVP/CMO, SpiderCloud Wireless m:1-831-224-5043 @haraldsvik Presentation to “Consumer Behavior & Research”, MBA Class (Spring ‘13) – Prof. S.C. Thota
  2. 2. Market-Makers’ Dilemma Make What They Want or Make What They Need? §  From 1984 to 2020 in 90-minutes or less… §  But first, some marketing context Sun Tzu 722–481 BC Abraham Maslow 1908-1970 Niccolò Machiavelli 1469-1527 What Do They Have in Common?
  3. 3. Is Innovation Qualitative or Quantitative? §  1984 - “The Computer for the Rest of Us” §  1997 - “Think Different” January 22, 1984 Who Won, Who Lost?
  4. 4. Human Motivation Drives Innovation Abraham Maslow - "A Theory of Human Motivation” 1943
  5. 5. Needs vs Want in Context
  6. 6. Need vs Want: Consumer Name a Famous Person Who Loves Jelly Belly Jelly Beans…
  7. 7. Need vs Want: Social I Did You Need This in 1928?
  8. 8. Need vs Want: Consumer/Business Who Wins, Who Loses?
  9. 9. Need vs Want: Fixed Networks When to Build a Category?
  10. 10. Need vs Want: Mobile Networks When is Disruptive Good for an Entire Industry?
  11. 11. Need vs Want: Social II Do We Need an iPhone or Facebook?
  12. 12. Timing is Everything When is “Too Early”?
  13. 13. Are Innovators Rule Breakers?
  14. 14. Why? …is the Most Powerful Question in Marketing!
  15. 15. The Rules of Engagements The 20-80% Rule is in Effect… ….as often as the 80/20% Rule, but look out for the New 10/90% Rule …and the 90/10% Rule. For 2020 - The 1% Rule Impacts 99%
  16. 16. The Mobile-Social 24/365 Reality Name an Innovator (Under 25) Who is Now a Recognized Success
  17. 17. CALCUTTA Consumerized Products & Services Anywhere access to Tailored to Time and Location Based on Localized information via Multiple Personalities Cloud-based networks that are Uniformly customized and Tailored by time and state of mind to deliver Targeted information & Applications Is this What You Want?
  18. 18. What’s Next?
  19. 19. Sensory Products & Services See – Hear – Smell Taste - Touch Human Sensory Perceptions Drive Commercial Decisions
  20. 20. How Do You Research 2020? Name An Example of a Human Motivator in 2020
  21. 21. The Innovation Dilemma Quantitative Research Intuition Qualitative Research Name an Example of Great Innovation Products or Services Because…
  22. 22. The Power of Intuition Gut instinct and/or ESP (aka the 6th sense) “…the acquisition of information by means external to the basic limiting assumptions of science, such as that organisms can only receive information from the past to the present” “Extrasensory perception (ESP) involves reception of information not gained through the recognized physical senses but sensed with the mind” (trans-temporal operation as precognition or Retro Cognition) - Duke University psychologist J. B. Rhine Name a Product or Service You Created (in your mind) Before it Was Introduced By Someone Else Source
  23. 23. Qualitative, Quantitative or Intuition? When Do You Make What They Want vs What They Need?
  24. 24. Ronny Haraldsvik SVP/CMO SpiderCloud Wireless m:1-831-224-5043 @haraldsvik