The document discusses how companies can effectively innovate and redefine categories through a structured approach focusing on leadership, talent, culture, and unique business ideas. It emphasizes the importance of understanding market gaps, customer perspectives, and the necessity for collaboration within organizations to foster innovation. The paper also highlights successful examples of disruptive brands and stresses the significance of adapting to changes in the business landscape.

1. How To Bust A Category
Four Foundations To Accomplish
By Dean Crutchfield Associates

2. From the lofty valuations and spectacular deals struck of late –
Facebook’s $1b acquisition of Instomatic to the thud of once great
category busting brands crashing out of favor: Kodak, Nokia and
Blackberry, in their wake there has been voluminous amounts of
unhindered discourse on the various means to stay relevant, approach
innovation and bust categories. How?
Dean Crutchfield Associates

3. Invention and innovation are totally different. To redefine a category, the
innovation needs a brutal assessment of what business you are
currently in, your target customer, studying the business from the
outside-in to develop a sophisticated 6Ps business model.
Additionally checking regulatory conditions, and yielding a strong
leadership team to frame the financial and strategic objectives of the
business. Ultimately to rally the magnetic core inside the firm that will
draw together the company.
Dean Crutchfield Associates

4. 95% of innovation fails. The magic rests in the ability to find gaps in a market
and create a market in those gaps such as Europe’s “Free” (a future
competitor to Apple according to pundits), a new brand on the rise due its
“disruptive innovation,” offering unlimited cell phone plans with no contract for
$25 a month if you’re willing to sacrifice some benefits - over three million
have earnestly signed up in France.
Or the dramatic signs of success for US start-up, Hotspot Shield the world’s
leader in free VPN service. It would seem that many share similar traits of
being different, heroic, with principles that make them known for being
remarkable and fresh, followed by many for being a challenger of the rule and
above all, shareable.
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5. 4 Foundations For Navigating A Successful Flight Path
Through Innovation Emerge Out Of The Milieu Of Information
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6. 1. On The Front Foot - The Idea
At the core of all great brands is an idea: unique, true and selfless based
on universal ideas, such
as convenience, magic or
individuality. Entrepreneurial
lore says you can change
vision 4x, but evidently some
people don’t. Muhammad
Yunus was so amazed at both
the impact his small loan of
$27 had on a basket weaver,
who keenly repaid the loan,
that with the Ford Foundation
and his Grameen Bank they
now operate micro-finance in
40 countries. Many similar stories unveil themselves from a 23 year old
Larry Page dreaming about downloading the world onto his computer,
or Jim Bezos, known for asking people he meets what they’ve invented,
creating Amazon on bold principles that shattered the complacency of
each category it has entered.

7. 2. Leadership Driving The
Change To Drive Growth
How do you take your people forward
through change because if they don’t
believe they’re not coming? It requires
focus, leadership, and commitment to
create an authentic community of
motivated thinkers and doers that can
open new channels for the business.
Elon Musk’s style demonstrates this is
best achieved by treating the
leadership team as venture capitalists
that have a stake in the program’s
success. With clearly defined
expectations, effective employee
engagement, and consistent execution
it will provide the sustainable edge all
organizations seek during today's
chaotic business environment!

8. 3.Talent Supporting The
Leadership
There is something, more
important than believing: action to
stride forward and make advances
to achieve the leadership’s vision.
P&G’s former CMO, Jim Stengel
was a powerhouse at aligning his
in-house talent with his agencies
and their astute creative abilities,
tapping co-creation and collectives,
using talents and discretionary
effort to make a difference in the
quest for sustainable business
success. If you show people the
problems and you show them the
solutions they will be moved to act.

9. 3.Talent Supporting The Leadership
The only way to know how customers see your business is
to look at it through their eyes. Apple has built an empire
from anticipating market needs because Steve Jobs wanted
customers to have memorable experiences when they try
something new on an Apple device: "You try to do something
you hadn't done before, and it works, and you think, 'Hey,
they thought of that, too.'"

10. 4. Culture To Deliver
Contrary to popular belief, business
innovation is not about isolation and
competition; it is more often about
cooperation and collaboration inside
the business, something Google has
in droves and yet former star SAP is
desperately struggling to get back to
charge their innovation and growth.
Implementing a differentiated
business model aka “The Idea” can
successfully unite silos across the
enterprise, turn around opportunities
faster, get customers to stay longer
and pay a premium, resolve internal
crises quicker, and better leverage
the allocation of resources.

11. People are a brand’s greatest asset and if your people are excited and
focused, a business will adapt to the change and run well satisfying
customers. The real secret of business innovation is to think big, act
small, fail fast and learn rapidly because “brand” new industries and
many existing ones have transformed to become creators of valuable
ideas and experiences.
Increasingly, civilization is organizing itself to maximize the generation
of new and better ideas, creating the infrastructure, education systems,
and innovative organizations that will solve problems, create value, and
change the world. All you need is an idea.

12. LET’S
GROW
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13. Dean Crutchfield Associates
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14. Global Client Experience
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BT* Nomura*
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Comcast Shell
“Dean always cuts to the core of what GE SKY*
needs to be done and said. He helps bring Kraft Smirnoff
clarity and provides value by being an
Staples
outsider with no agenda, so he can help you Fila
stand back and see things from different Frito-Lay Sunglass Hut
perspectives. Dean helped us think through Littlewood’s* Target
solutions and then form the best way to
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present those solutions in a persuasive and M50
compelling way” McDonald’s Warburg Pincus
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* Overseas Project

15. Contact: Dean@deancrutchfield.com +1 917 239 3303
333 East 34th Street, Suite 15A/B, New York, NY 10016
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