How do we prepare tomorrow's administrator as creative and innovative leader by mr ahmad izham

HOW DO WE PREPARE
TOMORROW’S ADMINISTRATOR
AS CREATIVE AND INNOVATIVE
LEADER
Tuesday, October 28, 2014

CREATIVITY & INNOVATION
AND THE BRANDING OF

WHY IS CREATIVITY & INNOVATION
(AND THE BRANDING OF CREATIVITY &
INNOVATION) IMPORTANT?

EXPLOSION IN
TECHNOLOGY

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Helloooo!
I’m always looking
for better stuff!!
THE CONSUMER IS CHANGING
Understanding the
change is the key to
the future
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CREATIVITY AND
INNOVATION IS NO
LONGER A BONUS.
IT IS EXPECTED.
You need creativity and
innovation to get the attention
of your consumer.

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Sorry, you’re not
in my world...
Uni
Uni Uni
Uni
Which worlds
are growing?
Which worlds
are shrinking?
WHAT THEY WILL BEGIN TO SAY...

INNOVATE
OR DIE

INNOVATION IS NOT JUST ABOUT
TECHNOLOGY
INNOVATION IS ALSO ABOUT
FINDING A UNIQUE SELLING
PROPOSITION

Malay Chi Ind
Aspirational
values
Mass
Urban

Mass
Urban
Urban-infected
Mass

We’re Different

Launched 2006
#2 English radio station in Malaysia
Launched 2006
#1 radio station
for under 35s
in Malaysia

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Group Of Marketers or
Group Of Engineers
Different behaviours from
each team member
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Marketers, Designers,Accountants,
Musicians, Storytellers,Town
Planners, Engineers, Researchers,
Animators,Techies, Entrepreneurs
Flexibility
Adaptability
Resilience
CHANGING LEADERSHIP SKILLSOldSchoolNewSchool
Speed Unpredictability

What the industry needs from new graduates now
Flexibility Adaptability Resilience
Creativity Originality
CourageInstinct
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DRIVING INNOVATION AND
CREATIVITY IN YOUR
ORGANISATION

1. We Have To Understand Our Consumers
Research
Research
Research

You Don’t Represent Malaysia
We Live In Ivory Towers

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“Everyone” is
usually 3 people
You Don’t Represent Malaysia
How Do We Solve This?
Jump Into The Moshpit
Social media is the
new moshpit

2. Great Ideas or Great Team?
GenY are driven by a mission:
1. Guidance - not mandate
2.Talk with - not talk to
People Are The Most Important Asset
The RIGHT People Are The Most Important Asset
Right attitude is more important than right skill
Hire people from outside the industry - out-of-the-box
solutions require people not in your box
Core of Innovation Thinking
Hiring is Key
Empower,
Don’t Manage

3. It’s Not A Job. It’s A Mission
Pursue a callingWHY we do it, not what we do
1. The end game is amassing a fortune and making lots of money
2. The end game is doing something of significance
3. It’s NOT a Product. It’s a Movement. It’s an Anthem of a generation
Will You DIE For The Mission?

4. Crazy Ideas Need To Come From Everyone
If an employee has a
great idea, the best thing
a boss can do is to......
GET OUT OF THE WAY
Even if they’re being unreasonable
ESPECIALLY if they’re being
unreasonable

“The reasonable man adapts
himself to the world.The
unreasonable man attempts to
adapt the world to himself .
Therefore all progress depends
upon the unreasonable man.”
...George Bernard Shaw

4. Crazy Ideas Need To Come From Everyone
If an employee has a
great idea, the best thing
a boss can do is to......
GET OUT OF THE WAY
Even if they’re being unreasonable
ESPECIALLY if they’re being
unreasonable
If you have the
right amount of
unreasonable
people around you,
you can INNOVATE

DRIVING INNOVATION
1. Research, Research, Research
2. Right Team
3. Mission
4. Everyone Contributes
Branding of
Innovation??

WHY IS BRANDING OF INNOVATION
IMPORTANT?
1. Your product is known for a certain value
2. Creates differentiation in the market
3. Creates competitive advantage
4. The only way to long-term success

What do I pay attention
to??
A Good Story Will Stand Out
A Great Brand Has A Great
Story

Everyone
loves a
good story
Stories last forever.
Stories last beyond your marketing budget.

BRANDING TRUTH #1
A Great Brand Has A Great Story
Why Stories?
Cos stories touch our hearts.
A brand that captures your mind makes you do
something.
A brand that captures your heart wins your
commitment.
So How Do You Get The Cerita?

Four Questions You Must Ask
About Your Brand
1. Is Your Brand A Great Product Or Service?
2. Does Your Brand Have A Strong And Unique
Positioning?
3. Does Your Brand Positioning Moves Heads
Or Move Hearts?
4. Do You Have A Passionate Team Who
Believes In Your Brand?

1. Is Your Brand A Great Product
Or Service?

N o r t h u m b e r l a n d
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a
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e
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a n d
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w
e
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ire
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a
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o n d o n
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f o r d s h i r e
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e
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o
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a
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o n d o n
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Percent Jedi
0.0 - 0.5125
0.5126 - 0.6560
0.6561 - 0.8042
0.8043 - 0.9350
0.9351 - 1.4042
0 50 10025
Kilometers
1,000
10,000
100,000
Lambert Conformal Conic Projection at 3°W
Data Provided by the Office for National Statistics
Devon Piernot
Geography 370 Fall 2007
Lab 301
In 2001 there was a grassroots movement
among citizens of England and Wales to
list their religion as “Jedi” on the
national census. This movement gained
momentum through the internet and
encouraged people to join because
they loved Star Wars, or as a protest
against government inquiry into
one’s religion. The 2001
census showed that 0.7% of
the population or 390,127
people reported “Jedi”
on the question of
religion, making it the
fourth-largest
reported religion in
the country.
Total Jedi
Amazing devotion to a brand!

BRANDING TRUTH #2
IDEA .....is great
IDEAL .......is superb
IDEALOGY .........changes the world

StoryGREAT

BRANDING TRUTH #3
Product/Service Comes First
Then Comes Marketing/
Communications

2. Does Your Brand Have A
Strong And Unique Positioning?

BRANDING TRUTH #4
Good branding results in strong
positioning in the mind.
It’s not about what your brand really is.
It’s what people THINK it is.

Innovative Local Content

Cool TV Channel
8TV 41.2%
THE STAR YOUTH 2
COOL POLL 2005
(Published 20 April 2005)

8TV Voted
Channel of The
Year

NO. 1 station for its target
markets
Broke-even in 18 months

3. Does Your Brand Move Heads
or Move Hearts?

BRANDING TRUTH #5
Good Branding Moves The Heart,
Not The Head.
A brand that captures your mind makes you do
something.
A brand that captures your heart wins your
commitment.
Tip: Use People In Your Branding

4. Do You Have A Passionate
Team?

The most important
thing to
Building A Brand
is having
a PASSIONATE team

BRANDING TRUTH #6
Brand-building is not a marketing
campaign. It’s a life-long process.
The brand LIVES in the organisation and in its
people and its product.
Your people must be believers of your brand.

BRANDING TRUTH #7
STRONG BRANDS
RETAINS
BEST
TALENTS
WHO BECOME
BRAND
ADVOCATES
DELIVER
PROMISE TO
YOUR
CONSUMERS
AWESOME
BRAND CYCLE!

BRANDING TRUTH #8
EVERY touchpoint and EVERY
employee gives you an opportunity to
show your brand values
- customer service
- delivering an invoice
- bumping into somebody in a corridor
- lepaking at kedai mamak
YOU deﬁne your company’s brand

Four Questions You Must Ask About
Your Brand
2. Does Your Brand Have A Strong And Unique
Positioning?
3. Does Your Brand Positioning Move Heads Or
Move Hearts?
4. Do You Have A Passionate Team Who
Believes In Your Brand?
Now You Have A Cerita!

SUMMARY
Research Team Mission
Product Positioning Heart Vs
Head
Team
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AND THE BRANDING OF
IS NOT A BONUS.
IT IS EXPECTED.

The End.

How do we prepare tomorrow's administrator as creative and innovative leader by mr ahmad izham

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