SlideShare a Scribd company logo
out of their
comfort zone
How to pull
big corporates
www.boardofinnovation.com
we make
corporate suits
act as startups.
To innovate,
flickr cc tymtoi
some call this

#intrapreneurship
Pull them
out of their
comfort zone.
First step:
flickr cc ennuipoet
Confront large corporates
with unconventional markets.
How, you ask?
Explore our cases & articles to make people think …
gaming fashiontoys
criminals dating sports
6 unconventional domains we sometimes use in our brainstorms
gaming fashiontoys
criminals dating sports
6 unconventional markets we sometimes use in our brainstorms
ideas to steal from the gaming industry
At the same time this game is a racer, shooter, sim-game, arcade,
stock-market,… At every moment a user can decide how to interact.
There is never a fixed flow. Do you limit your client what he can do?
Learn from GTA V (playstation)
offer an infinite number of use cases
Pay a lot of attention to the details
ideas to steal from the gaming industry
At the same time this game is a racer, shooter, sim-game, arcade,
stock-market,… At every moment a user can decide how to interact.
There is never a fixed flow. Do you limit your client what he can do?
Learn from GTA V (playstation)
offer an infinite number of use cases
When your details are right, you create extra trust in your product.
In GTA V: your pants will only get wet where the water touches,
some radio stations loose connection driving in the mountains, 

power lines will swing in the wind,…
More on product design details: http://littlebigdetails.com/

More inspiration from the gaming industry:
Sell add-ons: Great overview on in-app purchases by @baedal
Sell a broken product: On Steam gamers pay for the privilege to 

play with alpha-version of games.
Master (customer) Flows: A simple model to understand how
games create engagement.
6 unconventional domains we sometimes use in our brainstorms
gaming fashiontoys
criminals dating sports
ideas to steal from the toy industry
Imagine how your product can be offered as a service.
Depending on the age of your child you can always replace your toy.
How can your offering evolve over the lifetime of your user?
Learn from Pley.com 

lease lego sets (rent with an option to buy)
Learn from Hope Soap.
reward users for good behaviour.
ideas to steal from the toy industry
Imagine how your product can be offered as a service.
Depending on the age of your child you can always replace your toy.
How can your offering evolve over the lifetime of your user?
Learn from Pley.com 

lease lego sets (rent with an option to buy)
If kids wash their hands regularly, they will ‘unlock’ a toy car.
Try to combine an unpleasant task with a delightful activity.
See on YouTube
More inspiration from the toy industry:
Mix virtual & offline world: Think how to link real world
interaction with your digital presence. Example: ZowPow
Start as a toy: At first, vinyl was not sold by record companies.
Less constraints: People can be far more imaginative when 

brainstorming on toys vs ‘normal products’ 

Example: 3D printed Sex Toys
gaming fashiontoys
criminals dating sports
6 unconventional domains we sometimes use in our brainstorms
On the product page of this Belgian Label, clients can see full
details on the price calculations, margins, materials used and so on.
How open can you be towards your clients?
Learn from Honestby.com 

Be transparent on all costs & production steps
ideas to steal from the toy industry
“The greenest product is one that already exists.” Patagonia tries to
convince users to buy second hand items from other people & only
buy new ones if they are really needed. Full Story on YouTube
Learn from Patagonia & Ebay partnership
Convince users not to buy your product
On the product page of this Belgian Label, clients can see full
details on the price calculations, margins, materials used and so on.
How open can you be towards your clients?
Learn from Honestby.com 

Be transparent on all costs & production steps
ideas to steal from the toy industry
More inspiration from the fashion industry:
Fashion understands value based pricing. They manage to sell
a plain White T-shirts at $120.
Dare to be controversial: Too many corporates push hard to

be as grey as possible. Fashion label aim for the opposite:
Zombie example
Clothing leasing models are still early stage, but expect
a lot more experiments soon! Example: Lease a Fleece
6 unconventional markets we sometimes use in our brainstorms
gaming fashiontoys
criminals dating sports
ideas to steal from criminals, hackers,…
Learn from Heartbleed 

Everything can be branded, even a security bug
Worldwide we all had to change our passwords due to this bug:

CVE-2014-0160; a technical name that could have been the next
iteration of a Samsung TV. Too often companies give boring names
to product upgrades. If someone can even brand a security bug,
imagine what your company could brand? (Think beyond ‘products’)
Learn from Fake ATMs 

Launch your own fake products to get feedback!
ideas to steal from criminals, hackers,…
Worldwide we all had to change our passwords due to this bug:

CVE-2014-0160; a technical name that could have been the next
iteration of a Samsung TV. Too often companies give boring names
to product upgrades. If someone can even brand a security bug,
imagine what your company could brand? (Think beyond ‘products’)
Learn from Heartbleed 

Everything can be branded, even a security bug
Replace your market research by ‘faking’ real user interaction with

an early prototype. Get inspiration from (digital) scammers!
More inspiration from the criminals, hackers,…
Better ask for Forgiveness than Ask for Permission. 

A small corporate crime can be needed to push intrapreneurship.
Stay underground: Mystery sells - Banksy creates

controversial ‘illegal’ art but stays anonymous.
The First ride is free. To hook you up, dealers basically use a
freemium based business model. Try first, push to “upgrade”.
6 unconventional markets we sometimes use in our brainstorms
gaming fashiontoys
criminals dating sports
ideas to steal from the dating industry
In order to pay a surgeon for breast augmentation, woman participate

in chats to build up a fund. The only thing to copy from this platform:

Explore micro-transactions & non-monetary transactions in your
own business model. Sometimes controversy is fine for marketing,
but don’t cross the line!
Learn from Myfreeimplants.com
controversial crowdfunding/ chat platform
Learn from OKCupid
Observe user behaviour & don’t do surveys.
ideas to steal from the dating industry
In order to pay a surgeon for breast augmentation, woman participate

in chats to build up a fund. The only thing to copy from this platform:

Explore micro-transactions & non-monetary transactions in your
own business model. Sometimes controversy is fine for marketing,
but don’t cross the line!
Learn from Myfreeimplants.com
controversial crowdfunding/ chat platform
When you ask men what age of women are acceptable for dates,
they won’t be honest. Real messaging interaction shows they target a 

lot younger women. (Similar: Never ask clients for price feedback)
More inspiration from the dating industry
The challenge to target an audience that wants to be private:
Matching platform for people that want an affair.
Tinder everything! Copy the simplicity of Tinder to other domains:
For dog owners: Barkbuddy, for professionals: CofeeME
Not everyone expects the same from your product:
Low commitment relationships via PartTimeLove
6 unconventional markets we sometimes use in our brainstorms
gaming fashiontoys
criminals dating sports
ideas to steal from sports
Forget badges and points as a reward system. Gym-pact users
commit to a goal (e.g. Go to Gym daily or pay $5). If they check-in
via GPS, they’ll get money from other users that didn’t go.
Learn from Gym-pact.com
Users get paid when other users fail.
Imagine how real-life interactions with your product would result in

progress within a virtual game. This Kickstarter campaign shows how
you will need run around streets to conquer areas. Interesting!
Learn from Run An Empire
Mix real-life actions with a virtual game
ideas to steal from sports
Forget badges and points as a reward system. Gym-pact users
commit to a goal (e.g. Go to Gym daily or pay $5). If they check-in
via GPS, they’ll get money from other users that didn’t go.
Learn from Gym-pact.com
Users get paid when other users fail.
More inspiration from the sports industry
Get paid to workout: The more you exercise, the more credits
you earn to buy new products. Example: a sport currency
Mix 2 opposite concepts: Drink beer & do workouts at the
same time. The Lean Machine Beer
Swapping players is common in the sports industry. Only
a few companies do this already with employees. Think about it!
Your comfort zone
Where the
magic happens
Your comfort zone
Where the
magic happens
This is exactly the reason why we sometimes use more
controversial innovation examples in our Bootcamp sessions
Learn more
This is exactly the reason why we sometimes use more
controversial innovation examples in our Bootcamp sessions

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How we pull big corporates out of their comfort zone - by @nickdemey @boardofinno

  • 1. out of their comfort zone How to pull big corporates www.boardofinnovation.com
  • 2. we make corporate suits act as startups. To innovate, flickr cc tymtoi some call this
 #intrapreneurship
  • 3. Pull them out of their comfort zone. First step: flickr cc ennuipoet
  • 4. Confront large corporates with unconventional markets. How, you ask? Explore our cases & articles to make people think …
  • 5. gaming fashiontoys criminals dating sports 6 unconventional domains we sometimes use in our brainstorms
  • 6. gaming fashiontoys criminals dating sports 6 unconventional markets we sometimes use in our brainstorms
  • 7. ideas to steal from the gaming industry At the same time this game is a racer, shooter, sim-game, arcade, stock-market,… At every moment a user can decide how to interact. There is never a fixed flow. Do you limit your client what he can do? Learn from GTA V (playstation) offer an infinite number of use cases
  • 8. Pay a lot of attention to the details ideas to steal from the gaming industry At the same time this game is a racer, shooter, sim-game, arcade, stock-market,… At every moment a user can decide how to interact. There is never a fixed flow. Do you limit your client what he can do? Learn from GTA V (playstation) offer an infinite number of use cases When your details are right, you create extra trust in your product. In GTA V: your pants will only get wet where the water touches, some radio stations loose connection driving in the mountains, 
 power lines will swing in the wind,… More on product design details: http://littlebigdetails.com/

  • 9. More inspiration from the gaming industry: Sell add-ons: Great overview on in-app purchases by @baedal Sell a broken product: On Steam gamers pay for the privilege to 
 play with alpha-version of games. Master (customer) Flows: A simple model to understand how games create engagement.
  • 10. 6 unconventional domains we sometimes use in our brainstorms gaming fashiontoys criminals dating sports
  • 11. ideas to steal from the toy industry Imagine how your product can be offered as a service. Depending on the age of your child you can always replace your toy. How can your offering evolve over the lifetime of your user? Learn from Pley.com 
 lease lego sets (rent with an option to buy)
  • 12. Learn from Hope Soap. reward users for good behaviour. ideas to steal from the toy industry Imagine how your product can be offered as a service. Depending on the age of your child you can always replace your toy. How can your offering evolve over the lifetime of your user? Learn from Pley.com 
 lease lego sets (rent with an option to buy) If kids wash their hands regularly, they will ‘unlock’ a toy car. Try to combine an unpleasant task with a delightful activity. See on YouTube
  • 13. More inspiration from the toy industry: Mix virtual & offline world: Think how to link real world interaction with your digital presence. Example: ZowPow Start as a toy: At first, vinyl was not sold by record companies. Less constraints: People can be far more imaginative when 
 brainstorming on toys vs ‘normal products’ 
 Example: 3D printed Sex Toys
  • 14. gaming fashiontoys criminals dating sports 6 unconventional domains we sometimes use in our brainstorms
  • 15. On the product page of this Belgian Label, clients can see full details on the price calculations, margins, materials used and so on. How open can you be towards your clients? Learn from Honestby.com 
 Be transparent on all costs & production steps ideas to steal from the toy industry
  • 16. “The greenest product is one that already exists.” Patagonia tries to convince users to buy second hand items from other people & only buy new ones if they are really needed. Full Story on YouTube Learn from Patagonia & Ebay partnership Convince users not to buy your product On the product page of this Belgian Label, clients can see full details on the price calculations, margins, materials used and so on. How open can you be towards your clients? Learn from Honestby.com 
 Be transparent on all costs & production steps ideas to steal from the toy industry
  • 17. More inspiration from the fashion industry: Fashion understands value based pricing. They manage to sell a plain White T-shirts at $120. Dare to be controversial: Too many corporates push hard to
 be as grey as possible. Fashion label aim for the opposite: Zombie example Clothing leasing models are still early stage, but expect a lot more experiments soon! Example: Lease a Fleece
  • 18. 6 unconventional markets we sometimes use in our brainstorms gaming fashiontoys criminals dating sports
  • 19. ideas to steal from criminals, hackers,… Learn from Heartbleed 
 Everything can be branded, even a security bug Worldwide we all had to change our passwords due to this bug:
 CVE-2014-0160; a technical name that could have been the next iteration of a Samsung TV. Too often companies give boring names to product upgrades. If someone can even brand a security bug, imagine what your company could brand? (Think beyond ‘products’)
  • 20. Learn from Fake ATMs 
 Launch your own fake products to get feedback! ideas to steal from criminals, hackers,… Worldwide we all had to change our passwords due to this bug:
 CVE-2014-0160; a technical name that could have been the next iteration of a Samsung TV. Too often companies give boring names to product upgrades. If someone can even brand a security bug, imagine what your company could brand? (Think beyond ‘products’) Learn from Heartbleed 
 Everything can be branded, even a security bug Replace your market research by ‘faking’ real user interaction with
 an early prototype. Get inspiration from (digital) scammers!
  • 21. More inspiration from the criminals, hackers,… Better ask for Forgiveness than Ask for Permission. 
 A small corporate crime can be needed to push intrapreneurship. Stay underground: Mystery sells - Banksy creates
 controversial ‘illegal’ art but stays anonymous. The First ride is free. To hook you up, dealers basically use a freemium based business model. Try first, push to “upgrade”.
  • 22. 6 unconventional markets we sometimes use in our brainstorms gaming fashiontoys criminals dating sports
  • 23. ideas to steal from the dating industry In order to pay a surgeon for breast augmentation, woman participate
 in chats to build up a fund. The only thing to copy from this platform:
 Explore micro-transactions & non-monetary transactions in your own business model. Sometimes controversy is fine for marketing, but don’t cross the line! Learn from Myfreeimplants.com controversial crowdfunding/ chat platform
  • 24. Learn from OKCupid Observe user behaviour & don’t do surveys. ideas to steal from the dating industry In order to pay a surgeon for breast augmentation, woman participate
 in chats to build up a fund. The only thing to copy from this platform:
 Explore micro-transactions & non-monetary transactions in your own business model. Sometimes controversy is fine for marketing, but don’t cross the line! Learn from Myfreeimplants.com controversial crowdfunding/ chat platform When you ask men what age of women are acceptable for dates, they won’t be honest. Real messaging interaction shows they target a 
 lot younger women. (Similar: Never ask clients for price feedback)
  • 25. More inspiration from the dating industry The challenge to target an audience that wants to be private: Matching platform for people that want an affair. Tinder everything! Copy the simplicity of Tinder to other domains: For dog owners: Barkbuddy, for professionals: CofeeME Not everyone expects the same from your product: Low commitment relationships via PartTimeLove
  • 26. 6 unconventional markets we sometimes use in our brainstorms gaming fashiontoys criminals dating sports
  • 27. ideas to steal from sports Forget badges and points as a reward system. Gym-pact users commit to a goal (e.g. Go to Gym daily or pay $5). If they check-in via GPS, they’ll get money from other users that didn’t go. Learn from Gym-pact.com Users get paid when other users fail.
  • 28. Imagine how real-life interactions with your product would result in
 progress within a virtual game. This Kickstarter campaign shows how you will need run around streets to conquer areas. Interesting! Learn from Run An Empire Mix real-life actions with a virtual game ideas to steal from sports Forget badges and points as a reward system. Gym-pact users commit to a goal (e.g. Go to Gym daily or pay $5). If they check-in via GPS, they’ll get money from other users that didn’t go. Learn from Gym-pact.com Users get paid when other users fail.
  • 29. More inspiration from the sports industry Get paid to workout: The more you exercise, the more credits you earn to buy new products. Example: a sport currency Mix 2 opposite concepts: Drink beer & do workouts at the same time. The Lean Machine Beer Swapping players is common in the sports industry. Only a few companies do this already with employees. Think about it!
  • 30. Your comfort zone Where the magic happens
  • 31. Your comfort zone Where the magic happens This is exactly the reason why we sometimes use more controversial innovation examples in our Bootcamp sessions Learn more This is exactly the reason why we sometimes use more controversial innovation examples in our Bootcamp sessions