The document discusses how advertising budgets are essentially a "tax" companies pay for lacking innovative products and ideas. It argues that truly innovative products that meet significant needs in novel ways often spread virally without much marketing because people enjoy sharing great innovations. However, companies with undifferentiated offerings must spend heavily on advertising to get noticed. The authors believe many firms could instead put a fraction of their ad budgets toward creating meaningful innovations that would eliminate the need for much advertising spending. They suggest saving ad money if a company has nothing innovative to offer.
Moving gradually but with the brute force of a tsunami, the natural movement is flowing through every aisle in every store near you, churning up tough questions for every growth-minded consumer-facing business and its innovation efforts.
In our newest white paper, we examine this movement and how we believe it will impact businesses globally.
How multinational businesses can keep up with the new global consumer.
The way businesses need to organize and behave has fundamentally shifted. Across industries, companies, and organizational functions, we have heard many of the world’s most innovative companies echo the same challenge: businesses must urgently embrace a more nimble and entrepreneurial approach in order to stay competitive. We call this challenge of how big companies can leverage scale while staying innovative “big entrepreneurship.” The Rising Billion is one of five pieces in our report, Big Entrepreneurship, aimed at deconstructing some of the complex challenges around big entrepreneurship and provide actionable insights for business leaders.
This report was created by Fahrenheit 212, a global innovation strategy and design firm. We define innovation strategies and develop new products, services, and experiences that create sustainable, profitable growth for our clients. We challenge the belief that innovation is inherently unreliable and have spent the last decade designing the method, building the model, and assembling the minds to make innovation a predictable driver of growth for our clients' businesses.
How can big businesses can innovate in a world that favors the underdog?
The way businesses need to organize and behave has fundamentally shifted. Across industries, companies, and organizational functions, we have heard many of the world’s most innovative companies echo the same challenge: businesses must urgently embrace a more nimble and entrepreneurial approach in order to stay competitive. We call this challenge of how big companies can leverage scale while staying innovative “big entrepreneurship.” The Paradox of Scale is one of five pieces in our report, Big Entrepreneurship, aimed at deconstructing some of the complex challenges around big entrepreneurship and provide actionable insights for business leaders.
This report was created by Fahrenheit 212, a global innovation strategy and design firm. We define innovation strategies and develop new products, services, and experiences that create sustainable, profitable growth for our clients. We challenge the belief that innovation is inherently unreliable and have spent the last decade designing the method, building the model, and assembling the minds to make innovation a predictable driver of growth for our clients' businesses.
In this groundbreaking book, Stan Davis and Chris Meyer deliver more than a guided tour to these momentous shifts. They offer readers a working model to illustrate and benefit from the new rules of the connected economy, where advantage is temporary and nothing is fixed in time or space.
Our guide will provide you with a roadmap of the current situation, what this means for brands, and what you can do in the coming months to protect your brand’s vitality.
Moving gradually but with the brute force of a tsunami, the natural movement is flowing through every aisle in every store near you, churning up tough questions for every growth-minded consumer-facing business and its innovation efforts.
In our newest white paper, we examine this movement and how we believe it will impact businesses globally.
How multinational businesses can keep up with the new global consumer.
The way businesses need to organize and behave has fundamentally shifted. Across industries, companies, and organizational functions, we have heard many of the world’s most innovative companies echo the same challenge: businesses must urgently embrace a more nimble and entrepreneurial approach in order to stay competitive. We call this challenge of how big companies can leverage scale while staying innovative “big entrepreneurship.” The Rising Billion is one of five pieces in our report, Big Entrepreneurship, aimed at deconstructing some of the complex challenges around big entrepreneurship and provide actionable insights for business leaders.
This report was created by Fahrenheit 212, a global innovation strategy and design firm. We define innovation strategies and develop new products, services, and experiences that create sustainable, profitable growth for our clients. We challenge the belief that innovation is inherently unreliable and have spent the last decade designing the method, building the model, and assembling the minds to make innovation a predictable driver of growth for our clients' businesses.
How can big businesses can innovate in a world that favors the underdog?
The way businesses need to organize and behave has fundamentally shifted. Across industries, companies, and organizational functions, we have heard many of the world’s most innovative companies echo the same challenge: businesses must urgently embrace a more nimble and entrepreneurial approach in order to stay competitive. We call this challenge of how big companies can leverage scale while staying innovative “big entrepreneurship.” The Paradox of Scale is one of five pieces in our report, Big Entrepreneurship, aimed at deconstructing some of the complex challenges around big entrepreneurship and provide actionable insights for business leaders.
This report was created by Fahrenheit 212, a global innovation strategy and design firm. We define innovation strategies and develop new products, services, and experiences that create sustainable, profitable growth for our clients. We challenge the belief that innovation is inherently unreliable and have spent the last decade designing the method, building the model, and assembling the minds to make innovation a predictable driver of growth for our clients' businesses.
In this groundbreaking book, Stan Davis and Chris Meyer deliver more than a guided tour to these momentous shifts. They offer readers a working model to illustrate and benefit from the new rules of the connected economy, where advantage is temporary and nothing is fixed in time or space.
Our guide will provide you with a roadmap of the current situation, what this means for brands, and what you can do in the coming months to protect your brand’s vitality.
Empowering creative women.
At Zooppa, we are dedicated to providing a platform to support women who believe they can change the norm. Far more than just a statistic, the women of Zooppa deserve equal representation and job procurement within the creative industry. With Peggy, we seek to both increase the number of women within the community and provide them with equal opportunity.
The "Genesis: Idea Stage" ebook explains the phase where the journey starts for every startup: the idea stage. This eBook is the first part of the "Startup Master Class" series covering the idea, problem/solution fit, product/market fit and scaling stages.
SxSW observations. Privacy comes out of the closet. Digital manufacturing gets accessible. Social responsibility emerges as a cool thing to do. Actions beat advertising when it comes to marketing. And more.
DNS Business Development Workshop
Course Overview
This course is designed to provide a basic understanding of the Domain Name System (DNS) industry and business drivers to enable entrepreneurs to understand potential business opportunities in this industry.
The course will focus on practical issues where appropriate, with case studies and listings of available resources and vendors in the industry. Ample time will be included for networking opportunities and identifying available resources for on-going assistance after the conclusion of the course.
The course will occur over a 5 day period, with an early end on the last day to accommodate travel schedules
TBWA quote compilation on change on mad-blog.commad blog
Some Brands don't like change.
Change doesn't much care.
Today the people live in the network era,
while lots of brands stick in the industrial age,
relying on industrial strategies, tactics & metrics.
If brands don't want to loose touch with their customers they must stop walking the industrial walk and change the ways how they operate and communicate.
But how?
An answer is swirling around in bits and pieces, as lots of different, savvy people already shared interesting and inspiring thoughts about how brands should change.
We simply put those statements togehter to unfold the whole story.
Source: mad-blog.com
26 Disruptive & Technology Trends 2016 - 2018Brian Solis
Introducing the “26 Disruptive Technology Trends for 2016 – 2018.” In this report, we’ll explore some of the disruptive trends that are affecting pretty much everything over the next few years at least those that I’m following. It’s not just tech, though. The report is organized by socioeconomic and technological impact.
Obviously, this is not an exhaustive list of every technology and societal trend bringing about disruption on planet Earth. What follows thought definitely affects the evolution of digital Darwinism, the evolution of society and technology and its impact on behavior, expectations and customs.
The Power of Co-creation: working with consumers to win in marketBrand Genetics
The challenge for all marketeers is to make the audience care – which means developing a message that is meaningful, relevant and remarkable – this is where co-creation can help. Co-creation is about collaborating with people outside your organisation (eg. consumers, customers, experts) to develop ideas that add real value to their lives.
At Brand Genetics we believe it’s crucial to understand how to collaborate, with whom and what ‘developing ideas’ really means in this context. This presentation shares insights and practical tips on how – done right – co-creation can help you grow your business by being more consumer relevant, and draws on Brand Genetics’ experience of developing innovative new products and brands.
This was the keynote presentation at the Nutraformulate conference 2014
"It’s about time we start re-inventing direct marketing." for Spring Global M...Polle de Maagt
How conversations and technology are changing the way we are in contact with consumers. This presentation is a plea for re-inventing direct marketing to finally be relevant and respect consumers.
In this session of Entrepreneurship 101, we define the field of marketing and communications, covering the basics of advertising, branding, public relations and social media. We explore the idea of traction, and provide an overview of the 19 different channels and activities that have the potential to move the needle for your business.
Key topics covered: Brand identity, traction, PR and social media.
I was asked to speak at the IPA Strategy Group's Modern Briefing event this morning. These are my thoughts on why participation is so important-it fundamentally disrupts business models-and how we can get better at briefing for participation:
-A business problem is a behavioural change in disguise
-Think about network insights, not consumer insights
-Move from "the single thing we want to say" to "the single thing we're going to make or do"
The gap between corporations actual climate actions and consumer perception exposes the laggards, bashfuls, leaders, and the lucky. Where is the opportunity for innovation and profit?
I'm Raphael Louis Vitón (Raff), an innovation leadership & business transformation specialist. More than that, though, I help leaders move from 'innovation as practice' to 'innovation as lifestsyle'. What I do appears complex...its actually simple but not easy. It is however very rewarding for myself and those I work with. Want to know more?
Empowering creative women.
At Zooppa, we are dedicated to providing a platform to support women who believe they can change the norm. Far more than just a statistic, the women of Zooppa deserve equal representation and job procurement within the creative industry. With Peggy, we seek to both increase the number of women within the community and provide them with equal opportunity.
The "Genesis: Idea Stage" ebook explains the phase where the journey starts for every startup: the idea stage. This eBook is the first part of the "Startup Master Class" series covering the idea, problem/solution fit, product/market fit and scaling stages.
SxSW observations. Privacy comes out of the closet. Digital manufacturing gets accessible. Social responsibility emerges as a cool thing to do. Actions beat advertising when it comes to marketing. And more.
DNS Business Development Workshop
Course Overview
This course is designed to provide a basic understanding of the Domain Name System (DNS) industry and business drivers to enable entrepreneurs to understand potential business opportunities in this industry.
The course will focus on practical issues where appropriate, with case studies and listings of available resources and vendors in the industry. Ample time will be included for networking opportunities and identifying available resources for on-going assistance after the conclusion of the course.
The course will occur over a 5 day period, with an early end on the last day to accommodate travel schedules
TBWA quote compilation on change on mad-blog.commad blog
Some Brands don't like change.
Change doesn't much care.
Today the people live in the network era,
while lots of brands stick in the industrial age,
relying on industrial strategies, tactics & metrics.
If brands don't want to loose touch with their customers they must stop walking the industrial walk and change the ways how they operate and communicate.
But how?
An answer is swirling around in bits and pieces, as lots of different, savvy people already shared interesting and inspiring thoughts about how brands should change.
We simply put those statements togehter to unfold the whole story.
Source: mad-blog.com
26 Disruptive & Technology Trends 2016 - 2018Brian Solis
Introducing the “26 Disruptive Technology Trends for 2016 – 2018.” In this report, we’ll explore some of the disruptive trends that are affecting pretty much everything over the next few years at least those that I’m following. It’s not just tech, though. The report is organized by socioeconomic and technological impact.
Obviously, this is not an exhaustive list of every technology and societal trend bringing about disruption on planet Earth. What follows thought definitely affects the evolution of digital Darwinism, the evolution of society and technology and its impact on behavior, expectations and customs.
The Power of Co-creation: working with consumers to win in marketBrand Genetics
The challenge for all marketeers is to make the audience care – which means developing a message that is meaningful, relevant and remarkable – this is where co-creation can help. Co-creation is about collaborating with people outside your organisation (eg. consumers, customers, experts) to develop ideas that add real value to their lives.
At Brand Genetics we believe it’s crucial to understand how to collaborate, with whom and what ‘developing ideas’ really means in this context. This presentation shares insights and practical tips on how – done right – co-creation can help you grow your business by being more consumer relevant, and draws on Brand Genetics’ experience of developing innovative new products and brands.
This was the keynote presentation at the Nutraformulate conference 2014
"It’s about time we start re-inventing direct marketing." for Spring Global M...Polle de Maagt
How conversations and technology are changing the way we are in contact with consumers. This presentation is a plea for re-inventing direct marketing to finally be relevant and respect consumers.
In this session of Entrepreneurship 101, we define the field of marketing and communications, covering the basics of advertising, branding, public relations and social media. We explore the idea of traction, and provide an overview of the 19 different channels and activities that have the potential to move the needle for your business.
Key topics covered: Brand identity, traction, PR and social media.
I was asked to speak at the IPA Strategy Group's Modern Briefing event this morning. These are my thoughts on why participation is so important-it fundamentally disrupts business models-and how we can get better at briefing for participation:
-A business problem is a behavioural change in disguise
-Think about network insights, not consumer insights
-Move from "the single thing we want to say" to "the single thing we're going to make or do"
The gap between corporations actual climate actions and consumer perception exposes the laggards, bashfuls, leaders, and the lucky. Where is the opportunity for innovation and profit?
I'm Raphael Louis Vitón (Raff), an innovation leadership & business transformation specialist. More than that, though, I help leaders move from 'innovation as practice' to 'innovation as lifestsyle'. What I do appears complex...its actually simple but not easy. It is however very rewarding for myself and those I work with. Want to know more?
DO NOT view this document if you think you know what your fans care about most - (especially if you think that winning is at the top of their list).
As fans cut back on spending, professional sports teams need to capture more of their share of local entertainment dollars. A new major league innovation provides the most actionable blueprint for competitive advantage available today.
The Future of Personalizing Care Management & the Patient ExperienceRaphael Louis Vitón
Actionable segmentation model findings - by Raphael Louis Vitón & Dream team of industry experts, physicians and leaders from Blue Cross, GEHealthCare, RingLeaderVentures, Maddock Douglas, Dr.Daniel Friedland, etc working on improving health outcomes by Personalizing the Care Management business model for Better Outcomes & Better Economics (through patient empowerment)
This presentation outlines what crowdsourcing is, examines how it has effected the advertising and marketing industry and examines whether or not it offers up a new model for creativity.
MCAD 2009 - Future of Advertising: session #01 recapTim Brunelle
Here's an edited recap of my in-class presentation for the first session of the "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). Please note the Creative Commons license. Thanks.
"A brave, new business world."
It’s difficult to imagine any landscape that’s changed more than business-to-business. The last 5 years has seen almost all the rules re-written, re-worked or simply revoked. Social platforms. Mobile connectivity. Niche business media. Content as a sales source. Targeting business people as people. They're just the tip of a moving landscape. In the pages of 'Engaging a business audience of One,' the OgilvyOne thought-leaders examine each of these game-changers.
How the crumbling foundation of the advertising industry as we know it is making way for a new, more valuable one.
At 2mrw, we asked ourselves, “What if…”; what if all that advertising money could actually be spent in a more effective way where people benefited more than the advertising industry. To that end, we’re releasing findings through a detailed white paper.
Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. These industries continue to evolve dramatically and there have been many winners and losers throughout the process. Why has the advertising industry fundamentally remained the same?
THE COLLAPSE AND REBIRTH OF ADVERTISINGJohn McGarry
At 2mrw, we asked ourselves, “What if…”; what if all that advertising money could actually be spent in a more effective way where people benefited more than the advertising industry. To that end, we’re releasing findings through a detailed white paper.
Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. These industries continue to evolve dramatically and there have been many winners and losers throughout the process. Why has the advertising industry fundamentally remained the same?
7Escaping the Marketing MorassJoe Sinfield and Scott D. .docxevonnehoggarth79783
7
Escaping the Marketing Morass
Joe Sinfield and Scott D. Anthony printed March-April 2007 | Volume 5 | Number 2
It is one of the holy grails of marketing: predictability in new product innovation. Yet again and again, smart companies spend tens of millions of dollars doing the best research they can do only to have products flop in the marketplace.
Our perspective is that the way that companies assess and analyze markets shoulders at least a portion of the blame for this unpredictability. Segmenting markets into demographic segments, or assuming that product categories divide the world, can consistently lead to offerings that don’t connect with consumers and miss opportunities for innovation. Companies continue to push for improvements along dimensions that overshoot consumer needs and then complain that commoditization has set in when looking at the market the right way can highlight attractive avenues for differentiation.
There must be a better way, one that allows companies to identify real opportunities that promise extraordinary returns. We believe that focusing on the “job” a customer is trying to get done can help companies break out of the marketing morass. This article describes how this jobs- to-be-done framework can help companies master the “innovation lifecycle,” improving their ability to spot high-growth opportunities, optimize existing products, and inject life into even the most stagnant categories. Jobs and the innovation life cycle
The concept of jobs to be done is described in Chapter 3 of Clayton Christensen’s 2003 book The Innovator’s
Solution
. The concept is simple. It holds that customers don’t really buy products, they hire them to get jobs done. To identify opportunities to create new growth, then, look first for important “jobs” that can’t be done satisfactorily with available solutions. You can think about a job as a problem a customer needs to solve. Remember the phrase attributed to Harvard Business School marketing guru Ted Levitt: “People don’t want a quarter-inch drill — they want a quarter-inch hole.”
For example, Intuit’s QuickBooks software makes it easy for small business owners to accomplish an important job: Make sure my business doesn’t run out of cash. Before Intuit’s innovation, existing alternatives, such as pen and paper and Excel spreadsheets, weren’t good enough to get this job done. Professional accounting software packages were actually too good — confusing and filled with unnecessary features. QuickBooks did the job better than any alternative and took over the category.
The jobs-to-be-done model is simple but powerful. It shifts focus from solutions that customers utilize to the problems they can’t adequately solve. Instead of categorizing customers into demographic groups that can be poor predictors of behavior, attitudes that might influence purchasing behavior, or activities that people currently perform (often because they have no better alternative), it zeros in on circumstances and.
Trends Influencing Traditional Approaches to MarketingInitiative
It's chaotic out there. Slow down and breathe.
It's time to rethink traditional approaches to marketing.
Our inaugural issue provides a brief overview of some of the different trends that are influencing how marketers connect with their audience.
1. The Innovation Deficit Tax:
Advertising
Want an easy way to know whether By G. Michael Maddock
your product or service qualifies as and Raphael Louis Vitón
sufficiently innovative to get people May 26, 2010
talking about it? Look no further
than your ad budget.
“Advertising is the tax you pay for a bad idea.” The flip side of this argument is that if you don’t have an
— Robert Stephens, founder, Geek Squad idea that really meets a need in a distinctive fashion, you
will need to pay more and more to get it noticed. People
Here’s a startling fact: For what equals a rounding error won’t do you the favor of passing on ideas that have little
in most big-brand ad budgets, companies could create a to no relevance to their lives. You will, in effect, be taxed
meaningful new product that would eliminate much of in media dollars for what you failed to spend in research
the required ad budget, thus saving themselves — while and development. We contend that the price of this tax
also earning — millions and millions of dollars. will increase as your relevancy deficit increases.
In our experience, many leaders nod their heads in
agreement when presented with this concept, then
Innovation Saves Marketing Money
continue feeding a system that advertises too much Why do we care about how much companies spend
and invents too little. on advertising? First, because we see a direct corollary
between true innovation and marketing expenses.
Answer this question: How many apps have you Truly innovative products typically require a smaller
purchased? Since some one billion apps were reportedly investment in marketing and advertising. Why? Because
downloaded worldwide in nine months, we’ll assume true innovation means a company has identified a:
that you’re like us and the number exceeds a few. How
many of those apps did you download because a friend 1. Significant need
told you about them or because you “heard” about
them online? Conversely, how many did you purchase 2. Product, service or business model that meets
because you saw an ad? Come to think of it, how many that need
ads for specific apps have you ever seen?
3. Means of communication that connects the two
Therein lies our point. Great ideas are increasingly
turning viral. We say increasingly because with the When you successfully meld these three variables, you
advent of techno-charged social media, people can tell don’t need to spend as much on marketing. As we said
each other about their favorite innovation in the blink earlier, good news now travels really fast. Case in point:
of an eye, with a click of a mouse. If something qualifies Have you noticed that the world knows about the next
as truly great, you likely will hear about it from your generation of iPads before Apple (AAPL) has made it
network, not from advertisements. available? This is similar to how the stock market reacts
to “word on the street,” rather than actual company
reports. People are sharing news that matters to them
with their powerful, growing networks.
2. The second reason we care is that advertising can A final thought: Around this time for the past six years,
be an unhealthy addiction that can often drive we’ve reported the results of an annual research study
organizations out of business. Rather than address about the impact of Super Bowl ads. Year after year
the true issue — undifferentiated products and we’ve shown that most of the ads have minimal impact,
services — companies spend to get the attention of despite millions in spending. This year we decided the
consumers, rather than invest in reinvention. This study wasn’t worth our time or yours.
results in shrinking margins and less differentiation
while costing more and more to get noticed. Ad We were right. Nobody on Madison Avenue is listening.
agencies often exacerbate this downward spiral by Again this year, the majority of the money went toward
insisting that more media dollars will solve the problem. ads for beer, diet soda and cars. In nearly every case,
Let’s face it: Telling people that they need to buy the ads trumpeted the benefits of products we already
insurance or else something bad will happen to them knew about, products that were imitations of something
is far less desirable than having customers call you already in the market, or the promise of some upcoming
to order your new product. When you find yourself innovation that would eventually, some day, blow us away.
pushing a product instead of responding to requests,
it often means your addiction has taken over. The production values were superb. The gags were great
and the budgets were freely spent. Now who wants to tell
Archimedes said: “Give me a lever long enough and I their friends about the new products? (Insert sound of
shall move the world.” We ask you to think of innovation crickets here.)
as your lever. The bigger the need you are filling, the
G. Michael Maddock is chief executive, and Raphael
more novel the solution you create, and the more
Louis Vitón is president of Maddock Douglas, an
appropriate the communication, the longer your lever innovation consultancy that helps clients invent,
becomes. The longer the lever, the less weight — the brand and launch new products, services and business
less advertising — you need to move the world. models. Maddock is author of the upcoming book
Brand New: Solving the Innovation Paradox —
No Innovation? Save Your Ad Money How Great Brands Invent and Launch New Products,
Services and Business Models (Wiley, April 2011).
We started this article by saying that for a fraction of
their ad budgets, most companies could create innova-
tions that would then cut those budgets dramatically.
It is absolutely true. And the solution is pretty simple:
Don’t advertise until you have invested enough to create
a product, service or business model innovative enough
to go viral. If you don’t have anything innovative and
don’t care to invest to create it, then for God’s sake, stop
advertising. At least your business will last longer. Mike Maddock, CEO
mike@maddockdouglas.com
In the social media age, we encourage you to ask the 630.563.6415
question: “Why do they need to advertise so much?” We
also suggest you reexamine your marketing budget to see
if you’re spending so much money because your product,
service or business model lacks innovative qualities.