A straightforward and inspiring path to finding your right-fit innovation. It begins with creating a culture of belief in innovation. It is followed by bashing ideas and in order to do that be able to understand types of ideas, where those ideas can be found, the importance of creating the right environment and some examples of ideas that have grown in movements. Finally, you need to be able to build and with 3D printing, rapid prototyping is now within everyone's reach. And yes there is one more thing...how will you measure success? Have a look and find out.

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Finding Ideas that Fuel Innovation
Moscow – March 15, 2014

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“The Russians used a pencil.”

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How to make your “right fit” innovation happen
Bash
Believe
Build
• Types of Ideas
• Where Ideas can be Found
• Room to Ideate
• Ideas that Drive Growth

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Believe: Your ideas can drive growth

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Belief builds culture

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Belief builds culture Apple “Crazies”
https://www.youtube.com/watch?v=8rwsuXHA7RA

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It’s not what you do, but why you do it
SOURCE: Simon Sinek, “The Golden Circle”

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The Holstee Manifesto

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Creativity Competency
Disruption Discipline
How will you define your innovation culture?

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Bash: Generate the ideas that fuel growth
•Types of Ideas
•Where Ideas can be Found
•Room to Ideate
•Ideas that Drive Growth

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Innovation requires different types of ideas from
different types of people at different times
Convergent Divergent
“Great discoveries and improvements invariably involve the
cooperation of many minds.” – Alexander Graham Bell

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…and then make it your own.
See it from someone else’s perspective

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The Eureka Moment Shell “Eureka”
https://www.youtube.com/watch?v=Yq3CnqChrL4

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Embrace your Eureka moment
Can begin with a
challenge or
nagging idea in
your mind
When ideas
collide….either
new or old ones
or both.
The usual way of
working /
resolving it does
not work.
You ask yourself
the “What if”
question
Get a spark of a
simple solution to a
complex market
Can be something that
happens outside of
work that you can
apply at work.
Can be too
late…when you
see your idea in
the market!

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Reflection
Thinking out of the box
• When was the last time you had an “out of box”
observation or “Eureka” moment....
– that you acted on and led to an insight in action?
– that you have not yet acted on.
– that became “the one that got away”.

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TYPES OF IDEAS

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Types of ideas:
Are you an Einstein or an Edison?
• We each have a cognitive style that dictates how we
prefer to solve problems :
• We naturally either converge/ adapt or diverge/ innovate
• Need to understand when building innovation teams

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Convergent thinking
• Convergent thinking is solving problems inside a known
paradigm.
• It’s about using facts and figures to arrive at one solution.
• It’s associated with the left-brain.
• Edison: Worked methodically and scientifically on the
light bulb based on tungsten wire.
• Edison on failure and repetition

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Divergent thinking
• Divergent thinking is about lateral exploration.
• You move beyond current paradigms and existing
knowledge.
• It’s associated with the right-brain.
• Einstein / experiment by wondering and questioning /
arrived at Special Theory of Relativity
• Einstein on going from point A to B

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Shifting from adaptive to innovative ideas
• Shift from the “Industrial Age” to
“Information Age” to the next
phase: “Conceptual Age”
• Success will be to complement
the left-brain with “Six Senses”
• Driving forces are
– High Concept: Creativity,
Narrative, Connecting the dots
– High Touch Empathy, Subtlety,
Meaning and Purpose

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What are the six senses we should embrace?
SOURCE: http://positivecultures.ning.com/

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How structured would you expect your ideas to be?
http://en.sommer-sommer.com/braintest/

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This what my brain looks like

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WHERE IDEAS CAN BE FOUND

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Where will you find your “right fit” ideas?

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IDEAS ARE EVERYWHERE!
• Be curious!
• Connect the dots.
• Observe.
• Ask “why” questions.
• Take pictures.
• Talk to experts.
• Read blogs.
• Talk to shop owners, bartenders, taxi drivers.
• Ask yourself what /so what / now what?

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Begin by expanding your horizons
• Trends and foresights.
• Ready-baked ideas.
• Industry inspiration.

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From Me  We
Internal
ideas
Partner
ideas
Customer
ideas
Open
ideas

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Internal ideas

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Partner ideas
Coca-Cola “Happiness Machine”
https://www.youtube.com/watch?v=lqT_dPApj9U
Millward Brown “Spreading Happiness with Coca-Cola”
https://www.youtube.com/watch?v=deDRLmV-gpw

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Customer ideas

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Open innovation

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ROOM TO IDEATE

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Evolution of creative environment

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Office space = Culture

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Ideation rooms

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Virtual challenges

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The building blocks of an ideation session
Who is
involved?
Physical
environment /
space
Rules /
Guidelines
Tightly defined
challenge
Clear
expectations of
outputs
Materials
needed
Ideation
techniques and
follow-ons
Top of mind
ideas /
divergent ideas
Converging
and grouping
ideas
Selecting ideas
Testing and
refining

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Watch out for the “idea killers”
Some people just believe in limits
/ no imagination
People don’t see the potential
growth
You may not realise your own
potential or impact
Not everyone will immediately
see the potential in your idea

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IDEAS THAT DRIVE GROWTH

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Growth ideas begin with strategy
Grow volume or value share
(i.e. “take a larger slice of the pie”)
Grow the size of the category in volume or value
(i.e. “take the same size slice of a bigger pie”)
Grow volume / value from a different category
(i.e. “steal from someone else’s pie”)

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Big ideas can start out small.
It’s what’s right for you.
Red Tomato Pizza Red Tomato Pizza “The VIP Fridge Magnet”
https://www.youtube.com/watch?v=-Y51eqhlnRY

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Growth ideas are about winning “hearts and
minds”
• Behaviours
• Attitudes
• Beliefs
Drivers and
Barriers
Customer
Engagement
Measurable
business
impact
In order for our ideas to stick we need unlock the real drivers
and barriers to the behaviors that impact the business:

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How an idea grew into a movement
American Express “Small Business Saturday”
• Creating demand
• Engaging consumers
• Enabling partners
• Increasing transactions
• Generating good will
American Express “Small Business Saturday”
https://www.youtube.com/watch?v=NgmLC6jbxfg

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How did they do it?
• Behaviours
• Attitudes
• Beliefs
Drivers and
Barriers
Customer
Engagement
Measurable
business
impact
– Which behaviors did they stimulate?
– Which attitudes and beliefs?
– What barriers / drivers did they unlock?
– Which customers did they engage?

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Build: Unleash the ideas that fuel growth

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From B-school to D-school
• From business school to design
school; MBA MFA
• Design-led thinking
• Observation replaces focus
groups
• See how people interact with
problems and design potential
solutions
• Rapid prototyping

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3D printing…this changes everything!
“I need something. Do I really need to go buy it when I
can download it and print it?” – Bre Pettis, MakerBot
• What is it?
• Why is it different?
• What is the immediate implication?
• What is the long term implication?
Spectrom – 3D Color `MakerBot 3D Desktop

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Thingiverse
• Library of downloadable things

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Andreas Pavel, 1972.
Douglas Engelbart, 1968.
Innovation is not invention

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But I’m not like Steve Jobs…or am I?

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Innovation is a “remix”
“Copy, transform and combine.
It’s who we are, it’s how we live and
of course, it’s how we create. Our
new ideas evolve from the old ones”
Kirby Ferguson
Embrace the Remix

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…AND ONE MORE THING

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Situation:
Strong industry
player identifies
the need for
innovation to
stimulate their
growth engine.
Context:
Increasing level of
competition and
retail pressure.
Business as usual
just won’t do.
Proposed resolution:
Throw money at it! Invest more in
innovation by hiring creative
agencies to run ideation sessions,
with the intention of building a
pipeline one brand at a time.
Tension:
In the past, innovation has
only led to incremental growth
(at best). Too much process
and stage gate management.
Struggle to justify the ROI.
Complication:
Limited success from one-off,
hit-or-miss innovations. No in-
house innovation capability.
No synergy with partners.
Final resolution:
You find the “right fit” innovation
approach which allows you to get
innovation “wins” internally and with
partners, while building sustainable
in-house innovation capability.
A typical journey

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Which is the most innovative company today?

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It depends who you ask…where’s Apple?

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It’s about the headlights not the rear-view.

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cesar@cesarlastra.com Moscow: +7 926 2061247
London: +44 7825 223769
linkedin.com/in/cesarlastra
cesarlastra.com
(under construction)
twitter.com/forrestgumping

59. Ecuador Market Research Manager
Jun 1997-Jan 1999
Guayaquil
Marketing and Innovation Strategist
Mar 2012 - Present
London & Moscow
Innovation Director
Oct 2011 – Mar 2012
London
EU Group Knowledge and Insights Director
EEME Group Research Manager
South Latin Division Research Manager
Ecuador Market Research Manager
Mar 1999 – Jan 2008
Quito, Buenos Aires, London & Paris
Senior Group Capability Mgr.
Feb 2008 – Sep 2011
London
`
The Bravo Group
US Hispanic Market
Account Executive
Sep 1993 – Apr 1997
New York
ADVERTISING
INSIGHTS &
STRATEGY
MARKETING
CAPABILITY
INNOVATION
Global cross-functional FMCG & agency experience

60. Believe
• Need senior leadership
buy-in from beginning
• Listen to mentors, or
people who have been
down the road.
• The more complex the
innovation framework,
the more likely it is
doomed.
• Innovation functions
don’t always sit in
marketing.
• Innovation can drive
profitable growth and
create real value.
• Breakthrough
innovation doesn’t
happen all at once.
• Communicate
everything!
Bash
• Innovation teams are
needed, but cannot do
it alone
• Collaboration is
essential, both
internally and
externally.
• Online communities
and expert networks
stoke innovation fire.
• Physical as well as
virtual innovation
spaces are needed.
• Need to manage a
balanced innovation
portfolio…including
gamechangers.
• Find the partner model
that works best with
each others goals.
Build
• Getting a proof point
early has been critical
to the success of every
innovation team.
• Innovation talent can
come from anywhere,
but you need to find it.
• Stage gates are only a
means to an end.
• Incubators that work
like VCs are making big
innovation strides.
• A good idea only lasts
so long…need to build
capability
• Flexible governance,
full accountability
• Good design is
essential but only if part
of a system.
Lessons learned in the “right fit” innovation journey