The document discusses creative innovation through mobile. It argues that marketing is dead and what is needed today is a culture and environment where creativity thrives. It covers how innovation applies to mobile, how to be more innovative through uncovering real insights, having better ideas, and making innovation happen through environment, behaviors, leadership, culture and external input. The key to innovation is the combination of insight, ideas, and implementation.

1. Creative Innovation Through Mobile
“ Marketing is dead.
To win today you need a
culture and an
environment where the
unreasonable power of
creativity thrives “
Kevin Roberts,
CEO of Saatchi & Saatchi
Worldwide

2. A bit about me
• Over 20 years working with some of the
world’s leading creative organisations -
including What If, BBC, McCann Erickson…
• Trained many of the world’s biggest brands
to be more creative
• Helped global organisations apply the tools
and techniques of effective innovation
• Co-founded Sparks Fire

3. What I’ll cover
• Innovation - how it
applies to mobile
• How to be more
innovative
• Being insightful
• Having better ideas
• Making it happen

4. What is innovation?
“ Creativity is thinking up new things.
Innovation is doing new things “
Theodore Levitt, Harvard Professor

5. But it doesn’t always work

6. “Mobile is where the growth is”
“ Web services are flatlining…
But mobile is growing like a weed. “
Business Insider 1st July 2012

7. Watch out!
Mobile can provide the answer…
… but it shouldn’t be the question
Don’t start with what’s the mobile idea?
Start with what do people want?
Chances are there will be a mobile opportunity

8. Watch out!
“To a man with a hammer,
everything looks like a nail”
Mark Twain

9. What is innovation?
Insight
x
Ideas
x
Implementation
=
Innovation

10. What is innovation?
Insight
x
Ideas
x
Implementation
=
Innovation

11. Del.icio.us v Pinterest
The tech-led innovations might stick…
… Insight-led innovations will.

12. Uncovering real insights
• Get all ‘detective’
• Go beyond the obvious
• SPARKS of Insight
Soul Mates
Partners
Act like them
Related Worlds
Kids or kin
Strange perspectives

13. What is innovation?
Insight
x
Ideas
x
Implementation
=
Innovation

14. The 3 pillars creativity
Environment
How
you think &
behave
Process &
tools to help
you

16. Creative Behaviours

17. The Role of Stimulus

18. The Role of Stimulus

19. The Role of Stimulus

20. The Role of Stimulus

21. The Role of Stimulus
STIMULUS STIMULUS

22. Stimulus exercises

23. Be Fresh

24. What is innovation?
Insight
x
Ideas
x
Implementation
=
Innovation

25. Making it happen
• Environment
• Creative
behaviours, tools and
techniques
• Leadership
• Culture
• Structures
• External input

26. Thank You
www.sparksfire.co.uk
Tim@sparksfire.co.uk