Mark Earls shares the ideas in his new book COPY, COPY, COPY in this NewMR Webinar, recorded on 16 April, 2015

1. Copy Copy Copy
Making more from other people’s ideas
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
Mark Earls
16 April, 2015
#NewMR 2015
Corporate Sponsors
#NewMR 2015
Supporters
GreenBook
Schlesinger Associates

2. ASKING
A DIFFERENT KIND
OF QUESTION
2
@HERDmeister NEWMR Webinar April 2015
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

3. 3HELLO. IT’S ME AGAIN PIC: JOHAN STRINDBERG
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

4. 4Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

5. 5Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

6. 6Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

7. 7
BETWEEN THE EARS BETWEEN THE KATS
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

8. 8
INDEPENDENT COPYING
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

9. 9Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

10. 10Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

11. 11
BUT NOT ALWAYS…
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

12. 12Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

13. “ORIGINALITY IS
FOR PEOPLE
WITH SHORT
MEMORIES”
GRAYSON PERRY
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

14. COPYING CREATES ERROR
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

15. “AN ORIGINAL
IN A FIELD OF
COPYCATS”
MICK JAGGER
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

16. Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

17. 17Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

18. 18Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

19. COPYING FROM FAR AWAY
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

20. 15
“ K N OW I N G W H O TO COP Y I S ESSEN TI A L TO OU R SUCCESS,
A S I N D I V I D UA LS A N D A S A SP ECI ES”
Sam u el Bow les, Ev olu t ion ar y Econ om ist
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

21. HEROES OF THE SINGULARITY
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

22. 22
THE WRONG
KINDS OF
QUESTION?
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

23. HOW BIG?
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

24. 24
LOOK CLOSER
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

25. 25
DIG DEEPER
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

26. WHAT KIND OF THING?
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

27. 27
WHAT KIND OF PROBLEM?
WHAT KIND OF SOLUTION?
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

28. 28
“IS THIS A THING?
OR, IS IT NOTHING?”
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

29. 29Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

30. WHAT ARE
THE MAIN WAYS
IN WHICH
WE THINK
ADS WORK?
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

31. Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

32. 32
WHAT KIND OF THING?
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

33. Independent
Uninformed
Copying
20
Adapted from Earls, CopyCoyCopy, Wiley
2015
CONSIDERED
QUALITY ISCLEAR
PRODUCT, FEATURES,
FUNCTION & COSTS
BETTER MOUSETRAP
GUESSWORK
HARD TO SEE DIFFERENCE
HABIT, AVAILABILITY, SALIENCE,
OFFERS
EXPERTS& AUTHORITIES
QUALITY OFTEN HARD TO SEE
RECOMMENDATIONS& USAGE
BY EXPERTS& AUTHORITIES
TRADITIONS& SOCIAL NORMS
SOCIAL IDENTITIES& STRUCTURES
COPYING PEERS
HARD TO SEE DIFFERENCE
WHAT’SPOPULAR HERE/NOW
WHAT FAMOUSPEOPLE USE
WHAT I HEAR MOREABOUT
NOWADAYS…
Informed

35. 35
Independent
Uninformed
Copying
20
Adapted from Earls, CopyCoyCopy, Wiley
2015
CONSIDERED
QUALITY ISCLEAR
PRODUCT, FEATURES,
FUNCTION & COSTS
BETTER MOUSETRAP
GUESSWORK
HARD TO SEE DIFFERENCE
HABIT, AVAILABILITY, SALIENCE,
OFFERS
EXPERTS& AUTHORITIES
QUALITY OFTEN HARD TO SEE
RECOMMENDATIONS& USAGE
BY EXPERTS& AUTHORITIES
TRADITIONS& SOCIAL NORMS
SOCIAL IDENTITIES& STRUCTURES
COPYING PEERS
HARD TO SEE DIFFERENCE
WHAT’SPOPULAR HERE/NOW
WHAT FAMOUSPEOPLE USE
WHAT I HEAR MOREABOUT
NOWADAYS…
Informed

36. 36
WHAT KIND OF
SOLUTION?Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

37. 37Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

38. 38
1. HOW - IN GENERAL - SHOULD RESEARCH PRACTICE
CHANGE TO REFLECT WHAT INNOVATION NEEDS?
2. WHAT DO YOUR CATEGORIES OF “KINDA THINGS”
LOOK LIKE?
3. WHAT RESEARCH METHODOLOGIES WILL
HELP YOU FIND AND CALIBRATE THESE CATEGORIES?
4. WHO CAN WE LEARN FROM?
QUESTIONS
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

39. MEET MARTIN (AND THE TEAM)
39Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

40. K Catchpole et al (2007) Patient handover from surgery to intensive care: using
Formula 1 pit-stop and aviation models to improve safety and quality, Paediatric
Anaesthesia
40Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

41. 41
BUY THE BOOK AND THE CARDS
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

42. THANK YOU
42
@HERDmeister @copycopycopyme
HERDHQ.com, copycopycopy.co
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015

43. Q & A
Copy Copy Copy – making more from other people’s ideas – Mark Earls
UK, April 2015
#NewMR 2015
Corporate Sponsors
#NewMR 2015
Supporters
GreenBook
Schlesinger Associates
Ray Poynter Mark Earls