The document discusses the limitations of marketing in driving innovation, emphasizing that marketing focuses on current customer needs rather than future demands. It explores different types of innovation, including upstream, downstream, sustaining, and disruptive innovations, highlighting the importance of addressing future customer needs for growth. The text suggests that companies must reassess their capabilities and seek new opportunities by understanding their clients' evolving needs.

1. Marketing can not do
innovation
Image: Ted Levitt

2. An Opportunist

3. Innovation Framework
Upstream
Innovation
(Technical R&D)
Downstream
Innovation
(Customer R&D)
Sustaining
Innovation
(Yesterday’s)
Disruptive
Innovation
(Tomorrow’s)
Context

4. ‘Innovation is the successful exploitation
of ideas that address future customer’s
needs to drive growth’

5. Tomorrow’s Customer Needs
Innovation Equation
Ask
Questions
Offers
Possibilities
Creates
Solutions
Build
Businesses
=
Innovation
ART TECHNOLOGY DESIGN CUSTOMERS
+ + +
Image: John Maeda

6. Why Marketing can not do
innovation ?
Context
-Marketing works in a market that exists
-Capabilities become disabilities
-Focus on today’s customer needs
Image: Ted Levitt

7. ‘A startup is an organisation formed to
search for a repeatable and scalable
business model’
Image: Steve Blank

8. Technology Will Save Us
Markets

9. ‘Capabilities become disabilities’
Image: Clayton Christensen

10. Central Saint Martins /
Grey Goose
Capabilities become disabilities

11. Focus on customer needs of
tomorrow
Image: DunneRaby

12. Tomorrow’s Customer Needs
Maille Discovery Spoon

13. Questions to prove me
wrong
Summary
-What market are your clients in ?
-What do you need to unlearn, learn or
relearn
-What are your clients future customer needs
? (even beyond their product / service)

14. Need to find new opportunities ?
michael@michaeljohnston.co
@mickstravellin