Byron John - An Intro to his Innovation Programme
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An Innovation Programme designed by Byron John. This is the introductory portion of the programme. This framework unpacks the issues of: (i) How our brains work, how we think (ii) Creativity and the myths surrounding it (iii) Innovation and the link between creativity and innovation (iv) A peak at the Innovation Process
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Byron John - An Intro to his Innovation Programme
- 2. Storyline • How we think… • Creativity • Innovation
- 4. The Debate has always been between… Heart Mind
- 8. New Paradigm of thinking
- 9. Question… If you see a snake in the forest, do you run because you’re scared, or are you scared because you’re running? Source: William James (1880) – The Theory of Emotions
- 10. Brain Mechanics ? Why do we have a brain? Survival How does the brain work?
- 12. Brain Mechanics Occipital lobe Frontal lobe Amygdala Dopamine Source: Dr. Erik Du Plessis
- 13. Occipital lobe Frontal lobe Amygdala Dopamine Dopamine levels are compared to other alternatives and a decision is made Source: Dr. Erik Du Plessis
- 14. “I don’t know how I think about it, unless I know how I feel about it”
- 15. The Unconscious Mind: Responds
- 16. The Unconscious Mind: Filters
- 17. The Unconscious Mind: Learns
- 18. The Unconscious Mind: Scans “The greatest success a brand can achieve is to be selected without conscious thought.”
- 19. The Unconscious Mind: Screens
- 20. Strangers to Ourselves Source: Dr. Timothy Wilson People can’t account for their thoughts, actions or feelings in a conscious way
- 21. Dipstick Research An average individual is exposed to between 250 to 3000 commercial message per day. Source: Pete Langschmidt – Echo Study 1%
- 22. Anyone here think in text?
- 23. Problem: Retrieval Source: Philip Graves (2010) – Consumer.ology “The conscious mind is a powerful tool that, for our own sanity, is highly practiced at wrapping our behaviour in a veneer that suits our perception of ourselves. Generally, people perceive their own actions as self-generated, well-intentioned, sensible behaviour.”
- 24. Study 1: The Wine Test
- 25. Study 2: Identical Pantyhose A= 12%, B= 17%, C= 30%, D=40% Source: Dr. Timothy Wilson
- 26. Study 3: Demasio’s David Source: Prof Antonio Demasio
- 27. Problem: Retrieval Source: Philip Graves (2010) – Consumer.ology People’s conscious responses is largely a reflection of how people would like to be perceived. We have this innate desire to see ourselves as conscious creatures. We can post-rationalise very well. In fact we are convinced that consciousness drives our behaviour.
- 28. Creativity
- 29. Who are the most creative people on the planet… …right now?
- 32. “the birth of new ideas”
- 33. Hennessey and Amabile (2010) "creativity is the engine of scientific discovery and the fundamental driving force of positive change"
- 35. CREATIVITY: The habit of continually doing things in new ways to make a positive difference to our working lives
- 36. Stimulus exercise 1 1 + 1 = window 2 + 2 = fish 3 + 3 = eight 4 + 4 = arrow 7 + 7 = ????
- 37. Rivers of thinking We naturally filter into a river of thinking Over time our river of thinking becomes so entrenched we struggle to get out of it and ‘cling’ to it How do we get out of our river of thinking and shift entrenched ‘mindsets’ STIMULUS gets us out of the river of thinking
- 38. “We need to stop studying creativity just in the labs – and recognize that it’s all around us: in the stories of great painters and their rivals, in the meals we cook using a bit of one recipe and a bit of another, in the games we play with our kids.”
- 39. What’s your CQ?
- 40. Innovation
- 41. INNOVATION: a viable offering that is new to a specific context and time, creating user and provider value.
- 42. “Creativity is thinking up new things Innovation is doing new things” – Theodore Levitt
- 43. Myths about Innovation Source: Clampitt (2001) (i) Innovations are always products of revolutionary ideas (ii) Formed by a small number of brilliant, gifted people (iii) Innovation can be understood as being identical with creativity (iv) Innovations are always product-focused
- 45. Innovations
- 47. Because a lack of process INNOVATION Insight Interpretation Design Metrics Ideation Prototyping
- 48. Signalling
- 52. Because a lack of process INNOVATION Insight Interpretation Design Metrics Ideation Prototyping
- 53. Insight Interpretation Design Metrics Ideation Prototyping I have a challenge how do I approach it? I learned something – how do I interpret it? I have buy-in – how will I stay focussed? I see an opportunity – what do I create? I have an idea – how do I build it? Understand the challenge Dig for deeper meaning Identify user needs Prepare Make it real Prepare Research Re-frame the challenge Measure everything Facilitate Work through the detail Gather inspiration Ideate Evaluate Select Refine Describe Innovation process
- 54. Understand the Challenge • What’s the problem? • What is the background to this problem? • What else currently exists that we’re trying to do? • Why now? • What have we done before? • Is the solution a device, product, service, idea, process – what is it? • What are the dimensions of the solution? • What context will the solution play out? • Why would people be interesting in having this problem/challenge solved? • I already know… • I want to know more about… • Is there an aspect of this problem we need to focus on? • Who are we doing this for? • What do they actually need? • Why do they need this problem solved? • Why? • Why? • What will the work produce? • What are the measures of success? • What are the constraints?
- 55. Prepare Research • Research Participant Map • Research Planning Survey • User Research Plan • 5 Human Factors (PCSCE) • Field Visit
- 56. Gather Inspiration Projective Techniques Word associations Sentence completion Story completion Third person techniques Picture interpretation Consumer drawings Cartoon caption completion Role-playing Brand analogies Photo sorts Shadowing User experience/immersion Metaphor Elicitation Technique Observe Everything Identify Problems and Needs Buzz Reports Media Scan Key Facts Sourcebooks Trends Expert Interviews Keyword Analysis Ten Types of Inn. Framework Innovation Landscape Trends Matrix Convergence Map From-To Exploration Opportunity Map Eras Map Financial Profile SWOT Analysis Cultural Artifacts
- 57. Interpretation • Find Themes • Make sense of findings • Define the insights • Frame opportunities
- 58. Ideation Ideation Techniques First Burst Revolution Related Worlds Random Links Morphological Analysis Relational Algorithms Brainstorming Role Playing
- 59. Innovation Connections • A peg • Coffee maker • Crowbar • Trampoline • Tea tray • Whiskey bottle • Frisbee • Whip • Coat hanger • Blender • Plastic chair • Net • Sock • Machete • iPad • Fan belt • Potato peeler • Paper clip • Baseball bat • Picture frame • Lego • Propeller • Door bell • Dog collar
- 60. Thank You
Editor's Notes
- Our mind does not store information referenced in memory in an absolute way. We store them as memes (Richard Dawkins) or cultural unit s of information. Proof: Does anyone think in text, or words? No. You think in pictures, metaphors, stories, emotions, associations and experiences – memes.
- Well our unconscious mind is brilliant and collecting data BUT it isn’t able to tell our conscious mind very well.
- A test was conducted on people eating dinner at a restaurant setting. They were asked to rate the meal. The independent variable in this test was the wine’s price and packaging being offered. Although it was the exact same wine, the researchers offered two different prices & packaging, one seemingly more prestigious than the other. Participants in the study consistently gave higher ratings to the meal when the more expensive wine was being offered (50% more). Using brain scan technology in a similar setting, the brain area for encoding pleasure (dopamine) spiked when told the price was higher). What this also proves is that marketing is about associations. MARKETING IS ALL ABOUT ASSOCIATIONS!!
- Professor Timothy Wilson’s (University of Virginia) research on pantyhose. Respondents were asked to tell them which were the best quality and explain why. Although exactly the same, their appears to be what Wilson refers to as ‘statistically significant position effect’ i.e. A= 12%, B= 17%, C= 30%, D=40%
- Antonio Demasio (Professor of Neuroscience and the University of California) - conducted a study with David who had severe damage to both temporal lobes in the brain which affects learning and memory. 50 First Dates anyone? This is exactly what happened to David. To be precise, his is incapable of learning any new fact! So if he met you at length today, tomorrow he would not be able to recognize you, nor recall any part of your voice or things you may have said. Demasio wanted to test the link between the conscious brain and emotions. David experience 3 distinct types of interactions from 3 different people over a couple of days: (i) One consistently positive (ii) One neutral and (iii) One unpleasant. A day later, David was shown sets of photographs, each containing one of the previous individuals and asked who he would go to for help and who was his friend. Despite not being able to recognise or even remember ever meeting these people, David selected in a way that proved he had factored in his subconscious experiences from the previous day and yet he is unable to provide a basis for his selection.
- Well our unconscious mind is brilliant and collecting data BUT it isn’t able to tell our conscious mind very well.