Strategists, designers, marketers, managers,… almost everyone is slowed down by innovation diseases – especially when they are unaware of them. The result? We limit our potential to be great at making and selling products that people will buy. This talk will make you aware of diseases that infiltrate your creative processes, and shows you how to overcome them.

1. Overcoming Biases of
Growth and Innovation
www.revealed.market
@alanklement

2. via negativa
What not to do

3. Focusing on
outcomes, instead of
environments

5. Stay Leave
51%49%

6. Leave51%

7. Leave51%
Decisions about the UK should be
taken in the UK

8. Leave51%
Decisions about the UK should be
taken in the UK
UK has control over immigration
and its own borders

9. ( Leave the EU )
Output of a specific interaction
Clearly defined start/end
Outcome Goals

10. ( Leave the EU )
Outcome Goals
Output of a specific interaction
Decisions about the UK should be
taken in the UK
UK has control over immigration and
its own borders
Clearly defined start/end

11. Outcome Goals
Output of a specific interaction
Clearly defined start/end
Environment Goals
( control over immigration )( Leave the EU )

12. Outcome Goals
Output of a specific interaction
Clearly defined start/end
Environment Goals
An attribute of a state
No defined start/end
( control over immigration )( Leave the EU )

14. I work with my neighbors to fight crime
I know who is in and around my house
My things are safe, even when I’m away
My family feels safe when I am away
Criminals don’t see my house as a target
Protect & Defend

15. Care & AwareProtect & Defend
I work with my neighbors to fight crime
I know who is in and around my house
My things are safe, even when I’m away
My family feels safe when I am away
Criminals don’t see my house as a target
I can keep an eye on my kids
I know about wildlife on the property
I know about gas/heat/water problems
My home welcomes me when I get home
I feel connected with my pets

17. Don’t Do
Think of outcomes as
what consumers want
Think of environments as
what consumers want

18. Don’t Do
Study consumers in their
current environments only
Study what environments consumers
aspire to create and maintain (EX)
Think of outcomes as
what consumers want
Think of environments as
what consumers want

19. Don’t Do
Study consumers in their
current environments only
Study what environments consumers
aspire to create and maintain (EX)
Think of outcomes as
what consumers want
Think of environments as
what consumers want
Study intermediary goals
associated with product use
Study what the change consumers
want to make in their lives

20. Focusing on
problems, instead of
solutions

26. 1957 1975
23 km4 km

27. 1000
3200
1950
1972

30. 1000
3500
1950
1972
600
2010

31. Problem-Focused
Solution-Focused

32. 1000
3500
1950
1972
600
2010
Problem-Focused
Solution-Focused

33. Problem-Focused
Reactive
Solution-Focused
Proactive

34. Problem-Focused
Reactive
Solution-Focused
Backwards-looking
Proactive
Forwards-looking

35. Problem-Focused
Reactive
Solution-Focused
Backwards-looking
Quality
Proactive
Forwards-looking
Innovation

37. New
solution
Problem
solving

38. New
solution
Problem
solving
Problem
solving
New
solution

39. New
solution
Problem
solving
Problem
solving
New
solution
New
solution
Problem
solving

40. Don’t Do
Focus on outcomes
Intermediary events associated with product use
Focus on environments
Life-situations consumers want to achieve and maintain

41. Don’t Do
Focus on outcomes
Intermediary events associated with product use
Focus on environments
Life-situations consumers want to achieve and maintain
Focus on problems
Study the failures of an existing system
Focus on solutions
Aim for a desired environment and test solutions

42. Thank you www.revealed.market
@alanklement