Union Suisse Autumn event @ DuPont _ 25th September 2014_ Geneva Our theme for the evening was 'Customer led innovations' and we heard how global organisations and smaller firms are co-creating with their customers (instead of just for them) to create faster, better, smarter product and communication innovation.

1. Customer Led Innovations
Union Suisse 25.09.14
DuPont, European Technical Center,
Geneva

2. 100%Open 2014
The Union Suisse
September 29, 14 2

3. September 29, 14 100%Open 2014 3
Our Customer Led innovations

4. September 29, 14 100%Open 2014 4
CSW SUMMIT Geneva
WHEN: February 2015
WHERE: Geneva
WHO: International speakers
200+ tickets available (Special deal for Union members)
WHAT: Crowdsourcing and Crowdfunding and much more
http://crowdsourcingweek.com/

5. September 29, 14 © 100%Open 2014 5
Spring Union
Simone Arizzi
FerrDuPont

6. Customer-­‐
led
Innova1on
Simone
Arizzi

7. Wallace
Carothers
T.J.
Watson
Steve
Jobs

8. Energy
Agriculture
and
Nutri1on
Protec1on

9. DuPont
Innova1on
Centers
Connec&ng
markets
with
science
and
technology
capabili&es

10. © 100%Open 2014
Kim Kian Wee
IATA
10
Spring Union
September 29, 14

11. About IATA
 International Air Transport Association (IATA) is the trade
association for the world’s airlines, representing some
240 airlines or 84% of total air traffic
 We support many areas of aviation activity and help
formulate industry policy on critical aviation issues
Union Suisse 11 September 29, 14

12. Global Development, Regional Delivery
YMQ
MIA
MAD BJS
SIN
GVA
AMM
The Head Office drives development of global standards, systems
and advocacy positions, while regional and country offices
implement and interact directly with stakeholders and customers.
Union Suisse 12 September 29, 14

13. Product Lines
Our Products & Services disseminate Industry Standards
Union Suisse 13 September 29, 14

14. Our Customers
Airlines Airports Air Navigation
Service Providers
Governments
Travel Agents Cargo Agents Ground Handlers
Individuals Other
Organizations
Union Suisse 14 September 29, 14

15. Customer Led Innovations
Working
Groups &
Task Forces
Ideations &
FIZ
Products
&
Services
Industry
Committees
Focus
Groups &
Workshops
Market
Surveys
 We collect ideas for new
products as well as
product enhancements
through various channels
 Our customers are
important in driving
innovation within the
organization
Union Suisse 15 September 29, 14

16. September 29, 14 © 100%Open 2014 16
Spring Union
Olga Kornilova
Ferring Pharmaceuticals

17. FMCG
Endocrinology/Others
Reproduc1ve
Health
Gastroenterology
Urology

18. Doctors
Caregivers
Who
is
the
main
customer?
Payers
(reimbursement)
Pa1ents

19. Mars
One
Source:
h/p://www.mars-­‐one.com

21. Innova8on
in
Pharma
MISSION
TO
MARS

22. 3
challenges:
• Blending
the
unmet
needs
of
5
types
of
customers
in
one
successful
product.
• Emo1onal
engagement
of
Payers.
• Predic1ng
unimagined
needs
of
2025-­‐2030.

23. © 100%Open 2014
Barbara Juhasz
Feldschlosschen
Carsberg
23
Spring Union
September 29, 14

24. Overskriften skal
skrives med
VERSALER
October 2013:
www.facebook.com/
SomersbySwitzerland
“How to successfully imbed an
international brand into the Swiss
market & psyche?”
Customer/Consumer-led launch &
activation
GSMI - MAY 2012 PAGE 24

25. Overskriften skal
skrives med
VERSALER
Insights into: attitudes and behaviours
www.facebook.com/
SomersbySwitzerland
Validation of concepts & activation plans
P2P
Invite
DEC’13
JAN’14
FEB -
MAR’14
… Chaos?
… Buzz? Trial, WOM, Feedback
GSMI - MAY 2012 PAGE 25

26. Overskriften skal
skrives med
VERSALER
Of 1000 people questioned…
• 97% of people either like or absolutely love the taste
• 98% would recommend to their friends
• 95% say they will continue to enjoy Somersby in the future

27. Overskriften skal
skrives med
VERSALER
INSIGHT 1:
The Swiss want
to stand out,
but can’t help
fitting in.
INSIGHT 2:
Enhance existing
conversations;
don’t create a
new one.
INSIGHT 3:
The usual rules
don’t apply in
festival season.
Be known before
you're available We come to you
“something open
air, ideally by a
lake”

28. Overskriften skal
skrives med
VERSALER
www.somersby.ch
www.facebook.com/SomersbySwitzerland
GSMI - MAY 2012 PAGE 28

29. © 100%Open 2014 29
Spring Union
Matthias Kuhn
Unitec
September 29, 14

30. STAKEHOLDERS & INTERESTS
• Companies
• Public institutions
• Academic Groups
Innovation/ competitiveness/
efficiency
Publications
Tech Transfer
Research Funding

33. SPRING UNION SUISSE @ UNIGE
• An agenda to set up
• Fulfill your interests
• Fulfill researcher’s interest
• Make a successfull event
• Any suggestions ?

34. September 29, 14 © 100%Open 2014 34
Spring Union
Rita Kaali
The Global Fund

35. Country
Dialogue
and
High-­‐Impact
Health
Interven8ons
Union
Suisse
Autumn
Event
2014
Geneva,
Switzerland

40. © 100%Open 2014
Alexandre Wehrlin
Piaget
40
Spring Union
September 29, 14

41. Customers led innovation
Alexandre Wehrlin
E-business Mgr
Sept 2014
Piaget property.
Union Catalyx

42. Who is Piaget ?

43. Luxury
 Digital has changed the communication with brands.

44. Long-term vision

45.  Merci !

46. © 100%Open 2014 46
Spring Union
Didier Helal
Orbiwise SA
September 29, 14

52. September 29, 14 © 100%Open 2014 52
Omar Mahmoud
UNICEF

53. Innova8on
through
consumer
understanding
We see the world not as it is, but as we want.
We see what we want to see, what we are looking for.
When we are walking in the street, our eyes will notice things that relate to our goals; a
fast food restaurant if we are hungry.
We are driven by our goals, and our goals are based on deep drives and emotions, and
are usually not very rational.
Our ultimate goal as human beings is survival. Survival requires seeking food and
shelter, and reproduction opportunities (Promotion), and avoiding dangers (Prevention)
Promotion: Autonomy and Excitement
Prevention: Security
The combination of Autonomy, Excitement, and Security gives us 6 broad areas:
Adventure, Autonomy, Discipline, Security, Enjoyment, and Excitement
These 6 areas further breakdown into about 60 reward areas, making a global human
Reward Map. This reward map is universal and applies to any category. When people
make a decision, they are implicitly balancing the pleasure of achieving their goal, with
the pain of the cost of achieving it. The cost might be money, time, or effort.

54. Conduct implicit interviews with your brand users and non-users and to look at the
attributes (from the Reward Map) they associate with the category. These are their deep
reasons for using the category.
Then have them see the names of your brand and competitive brands, and see which
attributes they associate with which brand.
From this exercise you learn two things: a) what goals do people have when they use the
category, and b) which brands they associate with which attributes.
Then overlay the two together; the category vs. your brand.
What you want is to help your consumers achieve their most important goals for the
category, and to do so in a differentiated way
We all know that consumer understanding is important. And we all know that consumers
decision are driven by emotions more than by reason. But the way we usually go about it
is to start with our product, see what functional benefit it delivers, then try to elevate, or
ladder-up, this benefit to an emotional benefit.
What we are proposing here is different: 1. The starting point is the audience’s goal, not
ours, and, 2) We measure people’s implicit (System 1), not explicit reaction.

55. As a result of our research, we are becoming more focused on our audience’s goals,
we balance reason and emotions, and we tell more stories.
In conclusion
Start with the audience’s implicit goals for using the category
Identify the goals that relate to your brand
Put it together in a story
Recommended
Reading

56. September 29, 14 © 100%Open 2014 56
Spring Union
Pascal Scaramuzzino
DuPont

57. EMEA DPT TECH
Customer led
Innovations
September 25th , 2014
Pascal Scaramuzzino, PhD
EMEA DPT Regional
Technology Manager
9/29/14
57

58. WHAT
WE
DO
FOR
THE
WORLD
DPT Purpose: Driving Innovation and Brand Preference to
Deliver Scientifically Engineered Products and Systems that
Protect People, Critical Increasing
Processes The
Value
and Of
DuPont
the Environment

59. 59
ROUTE
TO
SUCCESSFUL
INNOVATION
VOC, CTQs, Competitions, IP
Define COTs & Align with resources
External resources
Customers, suppliers, partners, academia…
Strategy
Culture
Collabora8on
Global
Keys
to
Engagement
Innova8on
Market needs - VAC
DuPont Integrated Science
DuPont Capabilities – COE
Connect – Exchange - IC
New behaviors and Attitudes – Championing the Changes
Cross Functional Interactions - Training
Operations (Asturias, Lux, Maydown, Spruance)
Recognition
Accountability, Speed and Agility
Influence

60. How
do
we
manage
INNOVATION
?
2 500 visitors/year
European Technical Center
Customer Intimacy
Market Knowledge
Global Centers of Excellence
Geneva Innovation Center
Trainings
34 people
supporting
Applicaton
Development
6 main/unique area
of EXPERTISE
Application
Development
Technologies
Products
Product selection
Technical support
Prototyping
Prediction/Testing
Energy
Medical
Government
Worker
Protec1on
Performance
Materials
Automo1ve

61. Growth
via
Applica1on
Development
Innovative
Products
Fabric
Architecture
Resin
Matrix
Market
Driven
Innova8on

62. Together
we
can
accomplish
what
no
one
can
do
alone.
Copyright © 2013 DuPont. All rights reserved 62

63. © 100%Open 2014
Matthieu Bongard
Universal Shield
63
Spring Union
September 29, 14

64. UNIVERSAL
SHIELD
Picarde10
/
CH-­‐1145
Bière
/
ma/hieu@universal-­‐shield.ch

65. Structure & Goal
• Projet: 1ans 1/2
• Creation: mars 2014
• 1 - Investor
• 1 - Director / Instructor
• 1 - Project Manager
• 1 - Technician
• 1 - Secretary
• Labo R&D
• Manufactory /
Production
• Training
Manufacture of ballistic
protection
• Shields
• Plates
• Body armor

66. Product & Training

67. DuPont & Universal Shield
Raw Material
• Tensylon™
• AS450 (future)
• Technical support
• Developement
• Quality
• Exclusively with
DuPont

68. Customers
• Police
• Army
• Border Guard
• Privat Security
• Private
Special request of the
Police:
• User need
• Analysis & feasibility
• Prototyping
• DuPont test lab
• Certification (St-E)
• Manufacturing
• Delivery finished
product

69. Future
• Body armor AS450
• Shield NIJ IIIA++
• USA Market
• Europe Market

70. Customer Led Innovations
DuPont, European Technical Center,
Geneva
Thank you!

71. 100%Open 2014
Co-Lab Test
September 29, 14 71
David Simoes-Brown
100%Open

72. 100%Open 2014
100%Open Innovation Toolkit
A 3 minute introduction
September 29, 14 72

73. September 29, 14 100%Open 2014 73
100%Open Innovation Toolkit
www.toolkit.100open.com
36 tools that synthesise the
lessons that we have
learned on over 100
programmes since 2006
with organisations like
Procter & Gamble, Orange,
LEGO, Oxfam and the
Colombian Government.
Covers the whole open
innovation journey, from
setting a strategy to
launching new products.
You can freely use it under
a Creative Commons
(attributable) licence.

74. Save the date!
Union Suisse Christmas 02.12.14
IKEA, Geneva