This document discusses how marketing can take a leadership role in innovation. It provides four recommendations: 1) Harness people's collaborative impulse through crowdsourcing and community commerce models. 2) Meet the expectations of the new generation by offering flexible working conditions and an emphasis on creativity. 3) Exploit new technologies like social media to engage customers, track sentiment, and drive innovation. 4) Loosen processes and embrace chaos by granting autonomy, tolerating failure, and thinking like designers rather than relying too heavily on traditional marketing science.
Using Innovation to Manage Brand Positioning | P Collings 2014Patrick Collings
I recently spoke at the Marketing Indaba conference in South Africa on using innovation methodologies and tools to determine and manage brand positioning. I have added speaker notes to several of the slides where you needed a speaker in front of them.
Using Innovation to Manage Brand Positioning | P Collings 2014Patrick Collings
I recently spoke at the Marketing Indaba conference in South Africa on using innovation methodologies and tools to determine and manage brand positioning. I have added speaker notes to several of the slides where you needed a speaker in front of them.
The 16% Rule: The Secret to Accelerating Diffusion of InnovationChris Maloney
The 16% Rule is a Diffusion of Innovation theory that uses consumer psychology principles to make the lead from early adopters to the mass market.
These slides were presented at the 2011 ADMA Forum and The Customer Show, and explain how the 16% Rule works including examples of how it has manifested itself in the marketing strategies of innovative brands around the world.
One of the most important decisions a startup has to make is the choice of a public relations firm. This presentation describes the capabilities of NYC PR agency Bridge Global Strategies for launching startup companies.
18 minutes to innovation a Canadian guide to powering up your business with I...John Leonardelli
The purpose of this guide is to provide a framework that anyone can use to create an act of innovation. Anyone in business, education, health care, or governments, can take the first step to becoming innovative. It is the innovation that drives our economy and can affect positive change in our society.
Make the decision to sit down and 18 minutes from now start on the process of creating an act of innovation.
Entrepreneurship development & recognizing opportunitiesJubayer Alam Shoikat
Entrepreneurship Development & Recognizing Opportunities. entrepreneurship development & recognizing opportu
,
entrepreneurship development & recognizing opportu
,
innovation and entrepreneurship
,
tactics/ strategies for identifying opportunities
,
identify problems and needs
,
research demographics
,
lifestyles
,
and habits
,
watching trends
,
: social forces
,
economic forces
,
first approach: observing trends
,
cognitive factors
,
social networks
,
creativity
,
full view of the opportunity recognition process
,
third approach: finding gaps in the marketplace
,
second approach: solving a problem
,
establish a personal network
,
entry strategies
,
political action and regulatory changes2 of 2
,
technological advances
,
what is an opportunity?
,
three ways to identify an opportunity
,
brainstorming
,
focus groups
,
library and internet research
,
other techniques
,
creative sources of ideas
,
watch for demographic changes
This is the second of three presentations delivered at an innovation workshop for the Greater Tygerberg Partnership, a non-profit organisation facilitating socio-economic growth in the northern region of Cape Town, in July 2016. This particular deck looked at four innovation theories and methodologies. Like many of my presentations it requires a talking head in front to fully explain. Hopefully, when viewed with the accompanying deck on innovation tools and processes, a viewer will be ale to discern the main themes and points of the workshop. (The third deck in the workshop was just an introduction to the workshop).
How To Implement Open Innovation: OI Chess ParadigmRob Veldt
Describes the OI Chess Paradigm. A toolbox which provides a structured approach to transform organizations from closed to open, using leadership styles and organizational identity, with attention to people, operations, policy and culture.
THNK vision on corporate innovation.
We believe that corporations can build industry leadership through innovation; and a corporation’s ability to innovate can be deliberately orchestrated.
http://www.thnk.org/program-landing/corporate-programs/
Here you will find more information on our Corporate Programs, and our Creative Leadership Program: http://www.thnk.org/program-landing/
Martin Thomas, author of Crowd Surfing and LooseThreepipe
Martin Thomas, author of Crowd Surfing and one of the pioneers of integrated brand and communications planning as a specialist marketing discipline, has just published his latest book, “Loose”. We invited him to the office to share his words of wisdom - here's his presentation.
The 16% Rule: The Secret to Accelerating Diffusion of InnovationChris Maloney
The 16% Rule is a Diffusion of Innovation theory that uses consumer psychology principles to make the lead from early adopters to the mass market.
These slides were presented at the 2011 ADMA Forum and The Customer Show, and explain how the 16% Rule works including examples of how it has manifested itself in the marketing strategies of innovative brands around the world.
One of the most important decisions a startup has to make is the choice of a public relations firm. This presentation describes the capabilities of NYC PR agency Bridge Global Strategies for launching startup companies.
18 minutes to innovation a Canadian guide to powering up your business with I...John Leonardelli
The purpose of this guide is to provide a framework that anyone can use to create an act of innovation. Anyone in business, education, health care, or governments, can take the first step to becoming innovative. It is the innovation that drives our economy and can affect positive change in our society.
Make the decision to sit down and 18 minutes from now start on the process of creating an act of innovation.
Entrepreneurship development & recognizing opportunitiesJubayer Alam Shoikat
Entrepreneurship Development & Recognizing Opportunities. entrepreneurship development & recognizing opportu
,
entrepreneurship development & recognizing opportu
,
innovation and entrepreneurship
,
tactics/ strategies for identifying opportunities
,
identify problems and needs
,
research demographics
,
lifestyles
,
and habits
,
watching trends
,
: social forces
,
economic forces
,
first approach: observing trends
,
cognitive factors
,
social networks
,
creativity
,
full view of the opportunity recognition process
,
third approach: finding gaps in the marketplace
,
second approach: solving a problem
,
establish a personal network
,
entry strategies
,
political action and regulatory changes2 of 2
,
technological advances
,
what is an opportunity?
,
three ways to identify an opportunity
,
brainstorming
,
focus groups
,
library and internet research
,
other techniques
,
creative sources of ideas
,
watch for demographic changes
This is the second of three presentations delivered at an innovation workshop for the Greater Tygerberg Partnership, a non-profit organisation facilitating socio-economic growth in the northern region of Cape Town, in July 2016. This particular deck looked at four innovation theories and methodologies. Like many of my presentations it requires a talking head in front to fully explain. Hopefully, when viewed with the accompanying deck on innovation tools and processes, a viewer will be ale to discern the main themes and points of the workshop. (The third deck in the workshop was just an introduction to the workshop).
How To Implement Open Innovation: OI Chess ParadigmRob Veldt
Describes the OI Chess Paradigm. A toolbox which provides a structured approach to transform organizations from closed to open, using leadership styles and organizational identity, with attention to people, operations, policy and culture.
THNK vision on corporate innovation.
We believe that corporations can build industry leadership through innovation; and a corporation’s ability to innovate can be deliberately orchestrated.
http://www.thnk.org/program-landing/corporate-programs/
Here you will find more information on our Corporate Programs, and our Creative Leadership Program: http://www.thnk.org/program-landing/
Martin Thomas, author of Crowd Surfing and LooseThreepipe
Martin Thomas, author of Crowd Surfing and one of the pioneers of integrated brand and communications planning as a specialist marketing discipline, has just published his latest book, “Loose”. We invited him to the office to share his words of wisdom - here's his presentation.
VidenDanmark holdt den 23. marts 2010 møde hos MillionBrains om åben innovation og videndeling. Sam Kondo Steffensen fra MillionBrains fortalte deltagerne fra VidenDanmark om baggrunden for MillionBrains-projektet - og om hvad idéen er med platformen. MillionBrains er rigtig åben innovation - man kan lægge Challenges ud - og alle kan melde sig ind som Brains. På sigt vil man nok være lidt kritiske ift. hvilke challenges, der kan lægges ud. MillionBrains bygger på en teknoligi - der arbejder semantisk - i stedet for søgeteknologi ønskes det modsatte - at informationen kommer til dig - på baggrund af opsamlede data.
Untangling The Web: Putting it all togetherRyan Hanser
April 15, 2009 presentation to the Greater Des Moines Partnership and Iowa chapter of the American Marketing Association; final session of their "Untangling The Web" series on 'social media'
Be a better business with a better output. Be an Open BusinessGianluigi Cuccureddu
Guest lecture at the Hogeschool van Amsterdam, University of Applied Sciences for Business Administration students, course Business Development.
Inspiration session on Open Business.
Research shows that companies with 'social CEOs' enjoy higher levels of trust, and people are more likely to buy their products. Learn how easy it is to become a social CEO and how to empower and engage your employees to use social to help build your firm's brand and become brand ambassadors.
Panelists Janet Wenzel, Social Media Manager, Consumer Division at Dell; Shawn O’Keefe, Interactive Programming, South by Southwest (SXSW); Brett Andrews, Vice President of Business Development, Pluck; Katie Cook, Marketing Communications Manager, Austin Convention & Visitors Bureau; and Stephen Nold, Advon Technologies, present how the Hospitality industry could and should harness the power of social media solutions.
Learn how Dell has designed an experiential marketing campaign designed to go to their customers and participate on their terms. See how SXSW continues to enhance community interactions. Hear real examples of shows and suppliers who are combining new media and traditional media efforts to extend and connect with growing digital communities.
We’ll cover: • Strategic Social Media Fundamentals • The Great Marketing Shift • How to Harness the Power • Myths and Hype on Social Media • The Impact on the Hospitality Industry • Tangible Success Examples
Innovation isn’t the job of R&D or Marketing anymore. Innovation is everyone’s job – but most aren’t trained/experienced in innovation.
Whether you start at "small i" innovation or "BIG I" Innovation - can you really afford NOT to improve your innovation capabilities?
Webinar Australia: What you should know about Social Media for corporationsSociety3
“What you should know about
Social Media for corporations”
This introductory webinar gives you a comprehensive insight into Social Media for corporations:
1) Cross functional strategy for business improvements
2) More effective way to compete for mind-, and market share
3) Less expensive way to create a better customer experience
It is a 60 minute compressed presentation of our 2 month leadership class
Social Media in corporations - are you ready?:
What do you know about your customers in the social web?
Do you know what customers say about you and your brand?
Do you know how open your customer base is and therefore how vulnerable you are?
How do you identify and work with key influencer?
Are you ready if your competitors go after your customers in the social web?
Are you able to create a social media strategy?
Do you know how to leverage the social web for your support organization?
Do you have an idea about ROI and effectiveness of social media?
Do you know how to measure improvements and success in the social web?
Did you ever consider involving and leveraging your partners?
Did it occur to you that the social web may be ideal to compete for mindshare?
Do you have enough information to decide whether to ignore or engage?
Agenda/Content:
The Social Web from a corporate point of view
Assessing a company’s social presence
Social media as a cross functional model
Creating a social media strategy
Understanding reporting and analytics tools
Dealing with ROI, budget and resource planning
Developing an execution plan
Building a successful social media organization
This is not about tools and how to better use LinkedIn, Facebook, or Twitter. It is about developing and executing a social media strategy for a 500 or 5,000 employee organization and creating a better business experience for customers, prospects and partners.
Target Audience:
- Business professionals on all levels and all department across all industries.
- Social media consultants or consultants entering the social media space.
Social Media for the Equipment Finance CompanySuzanne Henry
A presentation on how an equipment finance and leasing company may use social media and social networking for marketing and communications purposes. Findings from original grant research conducted in summer 2010 are included.
Objective: Depict the importance of 'Time in Innovation'
Time as a factor is really important when you are trying to innovate. Without considering time, innovation fails. Explained using the case-study of PET.com which failed during the dotcom bubble.
Flow of PPT:
1. About Pets.com and the fact that it failed despite aggressive marketing.
2. What is Business Environment and factors that affect it.
3. What is innovation?
4. Why Innovation?
5. Factors affecting Innovation
6. Barriers to innovation
7. How time affects innovation
8. Primary Data collected
9. Problem with Pets.com and Solution
10. Lesson learnt
11. Success Stories
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
Kick ass social media strategy to win electionsSimplify360
The presentation is the hands on training for using Social Media in Politics. It is specifically targeted towards using Social Media targeting Indian Assembly Elections 2014. #election2014
In this inspiring keynote Jason speaks about the importance of creating and culture of innovation and how innovation unleashes your people’s talent and creativity, driving new value and differentiation in today’s crowded marketplace. Innovation -- You can't survive without it.
In this presentation students have the opportunity to appreciate the changes in the wider environment affecting businesses in any particular sector. They also can use traditional models of analysis into a more digital context to appraise the relationships in the macro and micro environment of an organisation.
This lectures is followed by practical case studies, videos and activities students have to develop during the tutorial session.
2. “My centre is giving way, my right is
retreating. Impossible to
manoeuvre. Situation excellent, I
shall attack”
General Foch, 1st
Battle of Marne 1914
3. “In Italy for thirty years under the Borgias they
had warfare, terror, murder, bloodshed - they
produced Michelangelo, Leonardo da Vinci &
the Renaissance. In Switzerland they had
brotherly love, five hundred years of democracy
and peace, & what did they produce? The
cuckoo clock!”
Orson Welles, The Third Man
Out of chaos …
4. … Comes Opportunity
“Recessions don't produce record numbers of new
companies, but they do seem to mark a turning
point in the formation of new businesses.”
BusinessWeek, 13th February 2009
5. Innovation at top of Agenda
• End of era of introspection, rationalisation &
incrementalism
• Organic growth & innovation back at top of
corporate agenda
– BCG/BusinessWeek Global Innovation Study 2010
• 72% of execs consider innovation = top priority in
(up from 64% in 2009)
• 84% say innovation = important/extremely important lever to reap
benefits from economic recovery
• 61% say companies will boost innovation spending (26% by
>10%)
7. Perceptional Barriers Facing
Marketing
• Spenders rather than generators of money
• Myopic … disinterested in sources of growth/
innovation beyond marketing function
• Short-term/incrementalist
– Focused on today’s customer needs rather than
future needs
– “Senior management is increasingly on the lookout
for marketers who don’t merely do things better, but
reinvent how they go about things” Scott M. Davis, Chief
Growth Officer, Prophet
* McKinsey 2010
8. How Marketing Can Grab Hold of
Innovation Agenda
1. Harness people’s collaborative impulse
2. Meet expectations & leverage enthusiasms of
new generation
3. Exploit new tech … especially social media
4. Loosen up & embrace the chaos
11. Economic altruism
“people like to create & wish to
share. A surprising amount of
useful, creative or expressive
activity is generated without
any financial incentive at all”
16. Collaboration as Disruptive Force
• Organisation without organisation
– No permanent office
– No paid employees
• Armed with a sophisticated
understanding of new technology
& an army of enthusiasts
18. Numbers are Compelling
• 70% of companies regularly create value
through use of web-based communities
• Using customer communities to solve customer
problems costs 10% of traditional call centres
• Product revenues +200%
* McKinsey 2010
20. Community Commerce
Self-sustaining creative community
Members submit designs => 80,000+
submissions
• Opportunity to pre test beta versions
Community votes => 800+ designs
Designers receive $2,500 + marketing advice +
retain IP
No professional designers, no salesforce,
no distribution, no market research, no
advertising
=> $30m revenues … high margins
21. Community Commerce
People-powered mobile network (from O2)
Members receive points for recruiting new
people, making suggestions & solving
problems, which are converted into cash
20% actively involved
Aim that 25% of members will get half of cost of
calls returned to them for contribution to
community
Plans to involve community in pricing &
marketing decisions
Not reliant on call centres, expensive
marketing & product support
22. Community Commerce
“Where technology meets chocolate”
Apply software development model to
chocolate
Issue beta versions of new products
Provides immediate customer feedback - from real
people consuming product in real environments and
in close to real time
Helping fine-tune products without the need to
invest in expensive product testing research
Flatters the egos of its most important customers,
who think of themselves as co-creators or
collaborators
23. When Collaboration Works
Lessons from the Software Industry
Cathedral = traditional, tightly controlled
innovation model
Bazaar = loose, open source approach,
harnessing the skills of the wider developer
community
Not particularly effective at originating
concepts, which still rely on the spark of
individual genius to make them happen
Very effective at testing and improving
them
24. Formula for Collaborative Success
Ensuring strategic focus
Publicity as bi-product not sole objective
Planning – who, what & how?
Obama’s 100
Devolving control to community
Continuous feedback loops
Anticipating subversion
Bieber in North Korea
Managing IP rights
25. 1. Harness people’s collaborative impulse
2. Meet expectations & leverage enthusiasms of
new generation
3. Exploit new tech … especially social media
4. Loosen up & embrace the chaos
How Marketing Can Grab Hold of
Innovation Agenda
27. Culture of Narcissism
• Self importance
• Self entitlement
• Confidence in unique
abilities
“A world that constantly reflects back to you your own
wishes, through a computer that seems to be your friend
will inevitably enhance your sense of self and the
unwarranted belief that your views have weight & authority”
Tim Adams, the Observer, 6th
December 2009
28. Generation Me*
• 57% of young people in US agreed
that “people in my generation use
social networking sites for self
promotion, narcissism & attention
seeking”
• 40% agreed that “being self-
promoting, narcissistic,
overconfident & attention seeking is
helping for succeeding in a
competitive world”
29. Heightened Expectations
• Speed & responsiveness
“The trouble with McDonald’s is
it’s too bloody slow”
Instant access, instant
response, instant gratification
“living life through shortcuts” MTV
30. Why many institutions struggle
• Not configured to work in real time, in terms of
speed or resources
One hourOne hour Ten MinutesTen Minutes
* Critical response time for responding to negative comments
31. Heightened Expectations
of Work
• Flexible working
– 85% of Gen Y want to spend 30-70% of
time working from home
• Other priorities
– Work/Life balance
– Personal development
– Exciting job
– Motivational management
… not afraid to ask for them
& not afraid to walk away
* TalentSmoothie: Generation Y: What they want from work (2008)
32. Corporate Response
Theory Y meets Gen Y
• Emphasis on freedom & trust
• Encouragement of creativity & individual
responsibility
“We’re giving people the latitude to go off &
do their own thing. We trust them to do
their regular jobs & to experiment, innovate
& have fun”
Microsoft Snr Mgr, quoted in Business Strategy Review
33. How Marketing Can Grab Hold of
Innovation Agenda
1. Harness people’s collaborative impulse
2. Meet expectations & leverage enthusiasms of
new generation
3. Exploit new tech … especially social media
4. Loosen up & embrace the chaos
34. Inexorable Rise of Social Media
• Penetration growth of social media across all
demographics & markets
• Increased expectation among stakeholders that they
should be able to debate issues & share ideas with
institutions across social media platforms
• Rapid adoption of social media by activist community as
a means of rallying support & generating publicity
• Increased client confidence in ability to deliver
communications objectives through social media
channels
… supported by accumulation of successful case studies
38. Observations
• Irish public’s use of social media does not mirror
Ireland’s broadband/digital sophistication
• Private & public sector in Ireland has vested interest in
promoting use of social media
– Reduce costs
– Enhance public/customer engagement
– Open up new business opportunities
– Drive innovation
39. Role of Social Media
Track sentiment & provide advance warning
Rally supporters & mobilise/inspire internal audience
Supercharge customer relations
Engage critics
Facilitate stakeholder involvement in product, policy or
service development
Sustain impact of other marcoms
Drive SEO performance
Measure effectiveness of/response to other comms
42. Social Media-Powered Innovation
• PowerBrand Facebook game lets potential employees play at being
company execs (from marketing exec => global president)
• 21.8k Facebook fans, 161,000 monthly active users
• One of top 1k games on Facebook (out of 89k)
43. Building Incredibly Valuable
Customer Communities
RS Components built community
of 17,000+ electronics design
engineers from 139 countries in
only 3 months
36,000 members (lawyers) from
160 countries
45. Boring is good
"Tools don't get socially
interesting until they get
technologically boring.“
Clay Shirky
46. Don’t get so carried away by
unlimited possibilities of social
media
… that you lose sight of real
business objectives
47.
48. How Marketing Can Grab Hold of
Innovation Agenda
1. Harness people’s collaborative impulse
2. Meet expectations & leverage enthusiasms of
new generation
3. Exploit new tech … especially social media
4. Loosen up & embrace the chaos
49.
50. Theory of Loose Parts*
• “In any environment, both the degree of inventiveness
and creativity, and the possibility of discovery, are
directly proportional to the number and kind of variable
in it.”
• I.E. We all have potential to be creative, but that this
creativity is empowered in a looser, unstructured
environment & constrained by tight, highly structured,
controlled processes and environments
* Theory of Loose Parts, Simon Nicholson
51. Environment for Innovation
• Reinvigorated innovation process:
– Devolved decision making power from small group of
senior execs to network of cross-functional councils &
boards
= “a distributed idea engine where leadership emerges organically,
unfettered by a central command” Fast Company
– Focus on agility & speed
“all the windows of opportunities I’ve missed – areas that got
ahead of us that we couldn’t get back into without doing big
acquisitions or something – have been when I’ve moved too slow”
Cisco Systems, CEO John Chambers
• Business plans that used to take six months to
develop and approve, can now be put together in a
week
52. Environment for Innovation
• Granted 2,000+ worldwide patents
• “The most innovative company in
America” Fast Company
• Consistently ranked as one of the
best places to work
• No job titles, formal hierarchy or
organisational charts
• Teams self organise around specific projects
53. Willing to Fail
“We avoid failure at all costs and cling to ideals like
‘order’ and ‘efficiency.’ But we must embrace
failure, we must glory in the very murk and muck
and mess that yield true innovation” Re-imagine, Tom Peters
“Remember, we celebrate our
failures. This is a company where it’s
absolutely OK to try something that’s
very hard, have it not be successful,
and take the learning from that.”
Eric Schmidt
54. Beware Over Reliance
on Marketing Science
“Trying to research new category ideas is pretty
near impossible since people are notoriously bad at
predicting whether they will adopt new behaviours
in the future & generally reject such changes as
alien & odd” John Kearon, CEO BrainJuicer
55. Beware Over Reliance
on Marketing Science
“The biggest brand of them all,
Coke, was built not from market
analysis but by a potty pharmacist
brewing medicinal tonic in his back
yard using nothing more than
instinct and a three-legged brass
kettle.”
Mark Ritson, Marketing magazine, 20th May 2009
56. Mavericks Wanted
• Innovation driven by intuition +
passion rather than ‘marketing
science’
• True breakthroughs ignore
consumer’s declared needs
i.e. the antithesis of ‘good’ marketing
Marketers need to think more like
designers or inventors
57. Thinking like a Designer
• “In a global economy, elegant design
is becoming a critical competitive
advantage. Trouble is, most business
folks don't think like designers”
Professor Roger Martin, Rotman School of Management
• Design Thinking
– Observation + Analysis + Intuition
• MFA more valuable than MBA
58. The Irish Advantage
• Innovation more likely to come from small units … away
from corporate HQ
• Commitment from Irish Government to
make Ireland a global innovation hub”
• Structural advantages
– Favourable demographics
= a Generation Y economy
– High educational standards
– English/American language & literary heritage
– Diaspora
– Technological sophistication
Graham Greene was highly praised for his 'cuckoo clock' speech that he wrote for Lime's character, a monologue expressing the notion that peace never leads to artistic evolution, and citing that Switzerland's only contribution to the world was the cuckoo clock. Not only was this speech actually improvised by Welles himself, but it resulted in the towering actor being bombarded with letters from angry Swiss residents disagreeing with this throw-away claim
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Pulse of nation = 18,000 consumer panel
Aisle Spy = blog & web cams & video
Bright Ideas = money saving (5% of savings)
Pulse of nation = 18,000 consumer panel
Aisle Spy = blog & web cams & video
Bright Ideas = money saving (5% of savings)
Pulse of nation = 18,000 consumer panel
Aisle Spy = blog & web cams & video
Bright Ideas = money saving (5% of savings)
Design thinking = solving problems like a designer; combining sound observational and analytical skills with the ability to make intuitive leaps
Dan Pink has even suggested that businesses should start valuing a Master of Fine Arts (MFA) qualification as much as they do an MBA, because the type of right-brain thinking coming out of the leading design schools has the ability to give businesses a genuine competitive advantage.