THE TOOLBOX SERIES. At LHBS, we are passionate readers and learners. What we learn, we like to share. That’s why we’ve created the Tool Box series which is an ongoing sharing of tools, models and frameworks that we like or that we have developed ourselves.This one is about innovation that is driven by insights. We hope you enjoy this deck and are able to put it into your innovation process. For more consumer and industry insights, check out the LHBS www.inspiration-hub.com

1. LHBS // TOOLBOX — INNOVATION INSIGHT
SEVEN PLACES TO
LOOK FOR
INNOVATION INSIGHT
THE TOOLBOX SERIES: INNOVATION INSIGHT
August 2015
UNDERSTAND TODAY. SHAPE TOMORROW.

2. ABOUT.
THE TOOLBOX SERIES
At, LHBS, we are passionate readers and learners. What we learn, we
like to share. That’s why we’ve created the Tool Box series which is an
ongoing sharing of tools, models and frameworks that we like or that
we have developed ourselves.
This one is about innovation that is driven by insights.
We hope you enjoy this deck and are able to put it into your
innovation process.
For more consumer and industry insights, check out the LHBS
Inspiration-Hub platform here.
INTRODUCTION
UNDERSTAND TODAY. SHAPE TOMORROW. 2
Discover Define Develop Deliver
UNDERSTAND TODAY. SHAPE TOMORROW.
LHBS // TOOLBOX — INNOVATION INSIGHT

3. UNDERSTAND TODAY. SHAPE TOMORROW.
Businesses that fail to innovate, are operating inefficiently and
will be at risk of losing their competitive advantage.
Surprisingly, even with the majority of managers agreeing on how
crucial innovation is to their business, a large gap exist and the
priority gets lost amongst daily operations. In effect, innovation is
a difficult process to jumpstart, execute and follow through.
This presentation includes a handy guide on how to look for the
innovation insight, along with real-life cases that make the
process approachable. It will describe how to identify areas that
need innovation— through gaining real insights, as well as how to
create solutions coming from an actual “need,” and that respond
to different external or internal factors.
Joanna Bakas
Consultant at LHBS
lhbs.com | jb@lhbs.com
INTRODUCTION
3
INTRO
DUCTION.
LHBS // TOOLBOX — INNOVATION INSIGHT
Innovation is not only confined to newest technologies or R&D. It
is a process crucial to every business; it’s an initiative that can
solve complex problems, as well as help to take advantage of
emerging opportunities.

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CONTENT.
seven places to look for
innovation insight
the innovation
imperative
in
summary
4
CONTENTLHBS // TOOLBOX — INNOVATION INSIGHT

5. 1.
innovation
imperative
LHBS // TOOLBOX — INNOVATION INSIGHT INNOVATION IMPERATIVE
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6. 6
3%
97%
Percentage of
CEO’s that
see innovation as
a top priority for
their business.
Source: PWC Pulse Survey
LHBS // TOOLBOX — INNOVATION INSIGHT WHY IT MATTERS // INNOVATION IMPERATIVE
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7. 7
“‘Build it and they will come’ is no longer an acceptable
mantra for innovation.”
Though many entrepreneurs are inspired by the idea that
research cannot drive innovation because consumers can’t
tell you what they want is a naive thought. Research is not
limited to ‘asking’. It’s also about observing and making
educated hypothesis of what the market lacks and what
consumers will embrace as a powerful idea.
LHBS // TOOLBOX — INNOVATION INSIGHT WHY IT MATTERS // INNOVATION IMPERATIVE
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8. 8
Discovery, or insight into business,
markets, technology and consumer
behaviours, is named as one of the top 4
critical factors for coming up with winning
value propositions and innovations.
LHBS // TOOLBOX — INNOVATION INSIGHT WHY IT MATTERS // INNOVATION IMPERATIVE
UNDERSTAND TODAY. SHAPE TOMORROW.Source: PWC Pulse Survey

9. 9
If innovation requires actionable and
differentiated insights—the kind that
excite customers and bring new categories
and markets into being, how do companies
develop them?
LHBS // TOOLBOX — INNOVATION INSIGHT WHY IT MATTERS // INNOVATION IMPERATIVE
UNDERSTAND TODAY. SHAPE TOMORROW.UNDERSTAND TODAY. SHAPE TOMORROW.

10. 2.
seven places to look for
innovation insight
LHBS // TOOLBOX — INNOVATION INSIGHT SEVEN PLACES TO LOOK FOR INNOVATION INSIGHT
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11. This framework is replicated from an HBR article.
We have elaborated on the principles and
illustrated the thinking with cases that make each
of the ‘seven places to look for innovation insights’
easier to grasp and reapply to any business.
LHBS // TOOLBOX — INNOVATION INSIGHT SEVEN PLACES TO LOOK FOR INNOVATION INSIGHT
UNDERSTAND TODAY. SHAPE TOMORROW. 11Source: HBR

12. 12
Look for deviance from
the norm. Use date but
look for insight in the
data.
ANOMALIES CONFLUENCE FRUSTRATIONS ORTHODOXIES
EXTREMETIES VOYAGES ANALOGIES
Look for the intersection
of trends and how
consumer behaviour,
technology and market
dynamics point to
opportunities.
Locate deficiencies in the
current system and offer
and simply ask how you
might relieve customers’
pain points.
Question current belief
systems and established
practices in your business
and category. Ask how
things might be done
differently.
Look at positive deviance
and ask what can be
learned from extreme
enthusiasts or
complainers.
Learn from immersive
experiences and forget
the ficus group. If you
want to see how a lion
hunts, go to the jungle not
the zoo.
Borrow from other
categories by tracking
cross industry inspiration
and best practices.
1. 2. 3. 4.
5. 6. 7.
LHBS // TOOLBOX — INNOVATION INSIGHT SEVEN PLACES TO LOOK FOR INNOVATION INSIGHT
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13. 13
Deviance From the Norm
Is your market share or revenue
abnormally low or high in a
geographical market? Are you having
unusual success with a specific
customer segment? Are some of your
salespeople unusually productive?
Are some of your suppliers able to
deliver unusually quickly? Then dig
deeper.
The deviant numbers may be the tip
of the iceberg, hiding a valuable
insight below.
2.1
ANOMALIES
LHBS // TOOLBOX — INNOVATION INSIGHT ANOMALIES // SEVEN PLACES TO LOOK FOR INNOVATION INSIGHT
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14. 14
LaModa was launched by Rocket Internet in
2011, within 2 years the company had 100 million
unique visitors and 2 million orders.
While Russian internet penetration was at 80% e-
commerce accounted for a mere 1.5% of all
commerce.
Issue: bad postal service and low credit card
penetration.
LaModa offers over 3000 brands in fashion and
accessories. Orders are delivered by ‘fashion
consultants/sales people’. People have 15 minutes
to try on the ordered goods and when deciding to
buy, pay the sales person with either cash or
credit card.
LHBS // TOOLBOX — INNOVATION INSIGHT ANOMALIES // SEVEN PLACES TO LOOK FOR INNOVATION INSIGHT
UNDERSTAND TODAY. SHAPE TOMORROW.Source: La Moda

15. 15
The Intersection of Trends
New social habits, technologies, and
areas of interest are forming all the
time across all facets of life. The
smart innovator looks at how they fit
together.
Ask yourself: What are the major
economic, demographic, and
technological trends affecting my
organisation, industry, or market?
How do those trends intersect?
LHBS // TOOLBOX — INNOVATION INSIGHT CONFLUENCE // SEVEN PLACES TO LOOK FOR INNOVATION INSIGHT
2.2
CONFLUENCE
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16. 16
Airbnb is a success at the intersection of
Authenticity Seeking and the Collaborative
Economy.
In this post-modernist moment where
everything that is unique, Authentic and one of a
kind gets popular.
Niche tourism is a growing trend. The Sharing
Economy hits the nail on the head since you can't
get more authentic travel than interacting with a
local by staying with them, touring with them or
driving in their car with them.
LHBS // TOOLBOX — INNOVATION INSIGHT CONFLUENCE // SEVEN PLACES TO LOOK FOR INNOVATION INSIGHT
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17. 17
Deficiencies in the System
What’s most frustrating about your
products, processes, or workplace?
What bothers you personally about
your business? What work-arounds
do people use to get their jobs done?
How could they be improved upon?
Can you make customers’ lives easier
or company meetings less painful?
Can you reduce the hassles your
suppliers face?
LHBS // TOOLBOX — INNOVATION INSIGHT SEVEN PLACES TO LOOK FOR INNOVATION INSIGHTFRUSTRATION // SEVEN PLACES TO LOOK FOR INNOVATION INSIGHT
2.3
FRUSTRATION
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18. 18
Netflix realised that while demand for high
quality content was increasing, access and
formats were riddled with frustrations.
Netflix success came largely from eliminating a
series of pain points.
• slow streaming
• illegal streaming
• junk on YouTube
• stacks of single use DVD’s
• programming ‘by appointment’ via classic
channels
LHBS // TOOLBOX — INNOVATION INSIGHT FRUSTRATION // SEVEN PLACES TO LOOK FOR INNOVATION INSIGHT
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19. 19
Question Conventional Beliefs
Orthodoxies hide in every
organisation, industry, and market.
To uncover them, ask yourself:
What beliefs do we all hold sacred?
Why do things have to be this way?
What if the reverse were true?
What opportunities would be
opened up if we abandoned those
assumptions and beliefs?
LHBS // TOOLBOX — INNOVATION INSIGHT ORTHODOXIES // SEVEN PLACES TO LOOK FOR INNOVATION INSIGHT
2.4
ORTHODOXIES
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20. 20
T-Mobile was facing near extinction in the US
market and named one of the most hated
brands, T-Mobile rolled out a bold plan that
challenged the key orthodoxies and
conventions of telcos.
• no contracts
• no roaming fees
• free, unlimited music streaming
• roll over plans for unused data
One quarter into the new strategy T-Mobile
gained 1.8 million new customers.
LHBS // TOOLBOX — INNOVATION INSIGHT ORTHODOXIES // SEVEN PLACES TO LOOK FOR INNOVATION INSIGHT
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21. 21
Exploit Positive Deviance
Positive deviants may be visionary
customers who can help you see
trends before they become
mainstream. They may be manic
coworkers who are passionate and
don’t take no for an answer.
Innovators must look at the fringes
of stakeholder groups and ask:
What can we learn from those who
are most intense in their complaints
or enthusiasm that we could apply to
our company or our role?
LHBS // TOOLBOX — INNOVATION INSIGHT EXTREMITIES // SEVEN PLACES TO LOOK FOR INNOVATION INSIGHT
2.5
EXTREMITIES
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22. 22
Lego Architecture is a sub-brand and product
range of the Lego construction toy, which aims to
“celebrate the past, present and future of
architecture through the Lego Brick”. The brand
includes a series of Lego sets designed by
‘Architectural Artist’ Adam Reed Tucker, and each
contain the pieces and instructions to build a
model of a famous architectural building in micro-
scale.
Tucker sought a method to join his two passions of
art and architecture, and hit upon the idea of using
Lego bricks. From this, he founded Brickstructures,
Inc., and began to design and build models of
famous landmarks.
His work was noticed by the Lego Group, and
together they formed a partnership to release
some of his models as commercially available Lego
sets under the Lego Architecture brand.
LHBS // TOOLBOX — INNOVATION INSIGHT EXTREMITIES // SEVEN PLACES TO LOOK FOR INNOVATION INSIGHT
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23. 23
Learning from Immersive Experiences
Voyages are about getting out of the
office and adopting an anthropological
approach.
Learn how your stakeholders live,
work, and behave.
Ask yourself: What are the social,
cultural, and environmental factors
that affect their preferences and
behaviours? How can we create
solutions that respond to those
factors?
LHBS // TOOLBOX — INNOVATION INSIGHT VOYAGES // SEVEN PLACES TO LOOK FOR INNOVATION INSIGHT
2.6
VOYAGES
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24. 24
The story of Tide Naturals: As part of its
Innovation push that starter in 2006, ethnographic
research and spending time with consumers
became an integral part of the Innovation Playbook
that tripled P&G’s innovation success rate.
Ethnographic research showed that about 80% of
consumers in India wash their clothes by hand.
They had to choose between detergents that were
relatively gentle on the skin but not very good at
actually cleaning clothes, and more-potent but
harsher agents. With the problem clearly
identified, in 2009 a team came up with Tide
Naturals, which cleaned well without causing
irritation.
LHBS // TOOLBOX — INNOVATION INSIGHT VOYAGES // SEVEN PLACES TO LOOK FOR INNOVATION INSIGHT
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25. 25
Borrow From Other Industries
Cross industry innovation comes from
applying cross industry analogies or
transferring approaches from one
industry to another.
It’s not about copy paste, but about
adapting, enriching, reframing ideas
and approaches.
Ask yourself: Which industries
conceptually struggle with the similar
issues? Where have we seen something
similar being tackled? The idea is to dig
into the idea of the idea not the
execution.
LHBS // TOOLBOX — INNOVATION INSIGHT ANALOGIES // SEVEN PLACES TO LOOK FOR INNOVATION INSIGHT
2.7
ANALOGIES
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26. 26
Greg Lambrecht came up with his Coravin Wine
Access System by co-opting ideas from the world
of surgery. An MIT-trained engineer and an
oenophile, he grew tired of uncorking bottles that
he didn’t want to finish in one night, only to have
the fine wine start to oxidise and deteriorate.
Wouldn’t it be wonderful to be able to drink just
one glass while leaving the rest perfectly
preserved? He knew that surgeons had started
using extra-fine needles to ensure minimally
invasive surgery and wondered if the same type of
needles could be used to draw wine from a bottle.
He tested and developed the idea over more than a
decade, and despite a few setbacks, Coravin has
been well reviewed and is now widely available.
LHBS // TOOLBOX — INNOVATION INSIGHT ANALOGIES // SEVEN PLACES TO LOOK FOR INNOVATION INSIGHT
UNDERSTAND TODAY. SHAPE TOMORROW.

27. 3.
in
summary
LHBS // TOOLBOX — INNOVATION INSIGHT IN SUMMARY
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28. Knowledge requires continuous discovery.
Innovation requires continuous inspiration.
LHBS // TOOLBOX — INNOVATION INSIGHT IN SUMMARY
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29. 29
Look for deviance from
the norm. Use date but
look for insight in the
data.
ANOMALIES CONFLUENCE FRUSTRATIONS ORTHODOXIES
EXTREMETIES VOYAGES ANALOGIES
Look for the intersection
of trends and how
consumer behaviour,
technology and market
dynamics point to
opportunities.
Locate deficiencies in the
current system and offer
and simply ask how you
might relieve customers’
pain points.
Question current belief
systems and established
practices in your business
and category. Ask how
things might be done
differently.
Look at positive deviance
and ask what can be
learned from extreme
enthusiasts or
complainers.
Learn from immersive
experiences and forget
the ficus group. If you
want to see how a lion
hunts, go to the jungle not
the zoo.
Borrow from other
categories by tracking
cross industry inspiration
and best practices.
1. 2. 3. 4.
5. 6. 7.
LHBS // TOOLBOX — INNOVATION INSIGHT IN SUMMARY
UNDERSTAND TODAY. SHAPE TOMORROW.

30. If you would like to discuss how
innovation inspiration and insight
can benefit your organisation,
please get in touch.
LET´S GET IN TOUCH
30
Joanna Bakas
Managing Partner
jb@lhbs.com
+49 151 646 20741
LHBS // TOOLBOX — INNOVATION INSIGHT
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31. LHBS Put the Title of the Report here
HUB.
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https://inspiration-hub.com/
INSPIRATION-HUB
INSPIRATION
-HUB
Our Inspiration-Hub systematically tracks changes in culture,
markets and technology and how these changes collectively point to
a bigger story that carries implications for Business Development,
Brand Building and Customer Experience.
LHBS // THE NEAR FUTURE OF TELECOM

32. UNDERSTAND TODAY. SHAPE TOMORROW.
Discover
ABOUT
LHBS. Define Develop Deliver
We are an unconventional strategy firm that helps clients to
better understand today and successfully shape tomorrow. LHBS
has extensive experience & expertise in business development,
brand building and customer experience. The firm works across all
major industries for clients from the FT Global 500, German
Mittelstand and fast growing startups.
http://www.lhbs.com
ABOUT
UNDERSTAND TODAY. SHAPE TOMORROW. 32
LHBS // THE NEAR FUTURE OF TELECOM

33. 33
Workshop
Jumpstart the invention process with
new insights and ideas.
Engagement
Research, strategy, ideation and
implementation for a specific project or
deliverable.
Partnership
Multiple projects and long-term
business transformation.
3 ways to engage with LHBS:
LHBS // TOOLBOX — INNOVATION INSIGHT
UNDERSTAND TODAY. SHAPE TOMORROW.
ENGAGE WITH US

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THANK YOU
LHBS // TOOLBOX — INNOVATION INSIGHT THANK YOU
www.lhbs.com
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