SlideShare a Scribd company logo
March 3, 2015
Digiday Agency Summit
45 Main St #220 BKLN / 718 625 4843 / hugeinc.com
How to drive
Innovation.
March 3, 2015
Sophie Kleber - @bibilassi
Innovation can only be driven by genius.
Innovation requires creative chaos.
Key stats
98%Of all “innovation” projects in large
companies fail.
Successful
innovation in 3
steps.
Clarification
Technology != Innovation
Time
TechnologyNeed
Infliction point Mass
Adoption
Development
MP3Development
MP 3 Technology
Time
1979
Psychoacoustic
masking codec
1994
MP3 goes public
Fraunhofer Institute
1993
MPEG 1
1989
Karlheinz Brandenburg
University Erlangen
MP3Development
MP 3 Technology
Time
1993
Seahan Info
MP3 Player
1994
Winplay
1987
Tom’s Diner
Application
MP3Development
MP 3 Technology
Time
1993
Seahan Info
MP3 Player
1994
Winplay
1987
Tom’s Diner
Application
1999
Napster
MP3Development
Application
MP 3 Technology
Time
Distribution
Technology
Idea.
Startwithan
Idea.
Problem.
Startwithan
Solve for the job to be done.
Solve for inconvenience.
Solve for age old desires.
Wow.
Designfor
Wow.
“Of course”.
Designfor
Build on Intuition.
Extend the familiar.
Eliminate the need for interaction.
Fail early and fail big.
Fosteracultureof
Fail early and fail big.
Practice.
Fosteracultureof
”It took 3 years for the iPod to become an
overnight success.”
Bill Buxton
A disciplined process of exploration and synthesis.
The element of time.
Innovation is easy.
3 steps
1. Start with the problem.
2. Design for “of course”.
3. Embrace practice.
Thank you.
Sophie Kleber
Executive Director of Product and Innovation at Huge
@Bibilassi

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Hot Topic: How to Drive Innovation - Digiday Agency Summit, March 2015

Editor's Notes

  1. Note: This slide sets the topic for the meeting.
  2. http://www.siliconrepublic.com/innovation/item/31604-darrell-mann-98pc-of-innov
  3. Find the right problem
  4. 15 minutes of fame A picture says more than a thousand words Marshall Mc Luhen:
  5. Design for adoption! No instruction manual.
  6. February 2006 Jeff Han at TED
  7. Practice takes discipline, skills and focus.
  8.  It took 3 years for the iPod to become an overnight success. “The first iPod was released in 2001. Within a year, Apple had revised it to improve ergonomics in a second version. But it wasn’t until the fourth version in 2004 that sales started to take off.” - Apple’s “Overnight” Success!, originally discussed in Bill Buxtons’s brilliant book Sketching User Experiences. http://uxmyths.com/post/4956005041/myth-32-success-happens-overnight
  9. EJW: I fixed the text box.